So just how many ‘impressions’ does it take for a prospect to take action? (impression here refers to your prospect seeing your name/product/service in such a way that at some level it resonates). Common research seems to indicate that it takes 5 – 7 impressions before an individual will take action on a product or brand. I’ve even heard up to 11. So here lies the (obvious) rub, is it really feasible to contact someone 5, 7…11 times? From a cost and a time perspective that seems like a daunting and expensive task. Think about it:

  • In B2B sales, talking to prospects is a great way to get them to remember you, but it’s cost prohibitive (and irritating) to call someone 7 times. Especially if you have zero relationship.
  • 7 personal visits? You better be driving an electric car… and have a lot of time… and nothing better to do.
  • 7 emails? Now you’re just spam.
  • 7 ads (and I don’t care if we’re talking print, banner, video)? Better be a genius at knowing how/when/where to target your prospect.
  • 7 personalized letters? You’re getting chocolates at every holiday from your postage supplier.

So what is the best approach to keep making all those impressions to finally convince your prospect to take action?

What it comes down to is a combination of all tactics, but you’re smart and probably already knew that. Integrated marketing isn’t a new thing. It’s the formula that presents the real challenge. With so many options no one single combination of approaches is going to be ‘the right’ formula. Based on my own experience, and from others that are even smarter than me, here’s a few thoughts to consider when you’re trying to set up an awareness campaign:

  • Cold emails rarely work. Sure they’re cheap but your actual impression rate is somewhere in the range of .01% – .3%. That’s one hundredth to three tenths of a percent.
  • Emails ARE, however, great at reminding contacts after an initial contact is made.
  • Direct Mail can be a great lead-in/introduction method, and can help guide your prospect to the next course of action leading to further impressions. When it’s personalized (properly) it tends to resonate more with the recipient which can ultimately reduce the number of impressions you need to make.
  • A sales call (in person or on the phone) is the best way to build an immediate rapport and get some instant feedback and dialogue going, but you’re going to need to have a rock solid approach and confidence. Better know what you are talking about inside and out.
  • Targeted advertising is not guaranteed to hit its mark, but helps solidify your legitimacy (after all only big companies do print ads) and reinforce your brand. Seeing a banner ad may not generate immediate action but does keep awareness active.

Over the year, Direct Mail has come under a lot of criticism for no longer being relevant or effective. Most critics cite that email and digital advertising have made Direct Mail a dinosaur… yet that couldn’t be further from the truth. In a well-executed integrated campaign, Direct Mail is a natural fit and can play a big factor in helping overcome the ‘impression barrier’. And while it’s suggested technology will cause the demise of Direct Mail, technology has actually improved the targeting and design aspects of Direct Mail to make it all the more relevant.

All in all, if you really want to impress your prospects, don’t discount every marketing method at your disposal.