Why Repeat Your Message?
In a perfect world, the consumer would be motivated to patronize your business at the exact moment you chose to advertise it. In reality, buying habits and lifestyle needs vary from person to person. Each consumer is affected by various factors that keep them moving into and out of the various stages of the Consumer Buying Progression.
The Consumer Buying Progression
Stage 1: Awareness
A customer may receive your message during the first mailing, but may not be in the market for your product or service. However, the consumer has been made aware of your business.
Stage 2: Aware & Interested
The second time the consumer sees your advertisement or offer he or she may file it away for future reference. The consumer recognizes your business from the previous mailing and knows a little bit more about what your company has to offer at this point.
Stage 3: Aware, Interested and Ready To Try
By the third mailing, the consumer is aware of your company's existence, interested in the product you have available and is ready to try your product. The more frequently you interact with the consumer, the more apt he or she is to choose you over your competition. Be ready to meet your customers in Stage Three by advertising your message and offers frequently.
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