When budgeting for an effective marketing campaign, it is imperative that you approach it with a long-term mindset, like many of RW Lynch’s clients do. A consumer’s buying habits continuously fluctuates and in order to maximize your return on investment, you need to allow your marketing campaign to work for you for an extended period of time. Advertising in any way (television, print, online or with a marketing company) for a month here or a month there will not give you a realistic measurement on how well the campaign is or will work for you.
As a Personal Injury attorney, this is especially true. Any true advertising professional will tell you that effective advertising is about two things: reach and frequency. Ultimately advertising needs frequency because you never know when a consumer may need your services. Herbert Krugman who commissioned a significant study on this subject in the 80’s (that study is still referenced regularly and is relevant today), said this, “Advertising needs frequency because like a product sitting on a shelf, you never know when the consumer is going to be looking for you, so you have to rent the shelf space all the time.”