“Three” is the magic marketing number: Part 1/3
Over 
the next three weeks, I will be blogging about multiples of three and their relevance to you and your business in the world of marketing. Rules of three are everywhere, from social media, to traditional marketing campaigns, to networking.
Looking firstly at the concept of ‘triangulation’ in week one, I will then look at the application of rules of three in week two, followed by some handy marketing hints in week three.
What is the ‘Rule of 3′ in Marketing?
Channels of communication in today’s digital age are multiplying in front of our very eyes. As channels grow, the reach of companies using them becomes increasingly diluted, as budgets are stretched further to cover more, in arguably less depth. The challenge now, is that although communications have advanced dramatically, companies are having to try even harder to reach us. Consequently, the frequency of our exposure to their marketing efforts may be decreased. Whether digitally, through direct mail, or mass media to name but a few, it is vital that campaigns are effective when do manage to cut through the clutter and reach us. But when we are reached, do we even realise it? Or do we remain blissfully ignorant until the point at which we enter a ‘state of need’ for that product or service?
This is where the ‘Rule of 3′ comes into play.
Whether we realise it or not, we are constantly being exposed to marketing communications. In the words of Herbert Krugman, (1984) for a campaign to secure our attention, “three exposures may be enough.” These lead us into the sales funnel, but at what point do we actually become influenced by exposure? And at what point do we move from subconsciously to consciously recognising it?
In theory…
Research conducted into the effectiveness of advertising has shown that as few as three exposures to a piece of marketing is the optimal number to grab your attention and is enough to lead you through a process of curiosity, to recognition and finally to decision making (Krugman, 1984). This corresponds with the first three steps of Kotler’s (1997) model of rational decision-making; awareness, interest and evaluation and also the relationship with consumer emotion through the sales funnel.
But, is it as easy as simply getting potential consumers to see something three times? Unfortunately, no. Krugman’s research also tells us that the degree of impact or persuasibility of advertising has as much to do with human nature as the ad itself. And if we, as consumers, are not in the market for that product, selective attention ensues and it will go unnoticed. So, Clear Thought could throw ad after ad at you, but if you are not in the ‘state of need,’ by human nature, you simply will not ‘see’ it. Conversely, once the consumer is ready, three is the magic number and you, as a company must be there when consumers hit this point. But how? Let’s take a look at Krugman’s idea of (1984) three exposures.
Exposure 1: Curiosity. What is it?
The first exposure stimulates us to workout the nature of the message being presented to us. It has an initial attention-grabbing requirement that in all honesty may be forgotten about quickly.
Exposure 2: Recognition. What of it?
The second exposure is the point at which the cognitive ‘what is it,’ response develops into a thought process of evaluation and analysis of ‘what of it?’ You have soaked up and appreciated the new information from exposure 1 and now ask the question, does the information hold any relevance to me? You may even have a Eureka moment of, ‘I’ve seen this somewhere before!’ Again, this recollection will reinforce the information, increasing awareness. (Krugman 1984)
So, we have now worked out what something is and we’re able to show some interest like visiting a website. It takes us to a point of engagement, completing our basic reaction to the what ever it is you are looking at. Now it’s up to exposure three to secure a lead…
Exposure 3: Action. The consequence of the first two exposures.
Exposure 3 is the point where the choice is made whether or not to act on the information that has been gathered so far; to fully evaluate the product or to disengage. This exposure is high in influence and so the message that is being delivering to your potential customer must be powerful.
The choice of action could be making price comparisons, walking into a store to hold the product and get the feel for it, or maybe even conducting research in more depth. Nevertheless, at this point, choosing to take action because of a third exposure means that there is a serious consideration to buy, so get your sales team at the ready.
So, taking this model of the three touch-points, how can we harness this within our own marketing campaigns? Read Part-two, coming soon to find out…
By Laura Champion | Assistant Clear Thinker | Clear Thought Consulting Ltd | www.clear-thought.co.uk
If this article is of interest to you, you may also like to view:
- Blog: Key types of marketing content
- Blog: Science and creativity
- 10 Minute Tips: Social media and the sales funnel
- Case Study: Gradwell market messaging
Clear Thought Consulting works with small businesses, equipping them with the marketing strategies, suppliers, skills and set-up that they need to become bigger businesses. We do this by planning and delivering 12-month marketing transformation programmes – supporting a small business through a step-by-step process to making marketing pay. We firmly believe that when you can’t out-spend your competition, you have to out-think them.
Published on 30 June 2010
