Encourage your clients to take a lesson from Superbowl advertising. According to Neilsen, when viewers were exposed to a Superbowl ad during the pregame, as well as during the game, that ad scored higher on likeability. Viewers were also more likely to remember the ad correctly.
That is exactly the response your clients want from their marketing, too. Prime the pump with emails a day or two before a direct mail piece is scheduled to hit or send a postcard alert before the full catalog or mailing kit arrives. These techniques tap into the same benefits of human psychology as repeated exposure to Superbowl ads.
Oh, yes, additional benefits were seen for ads aired both during and shortly after the Superbowl, as well.
If your clients are looking for proof that the extra marketing touch is worth the investment, just point them to the Superbowl. Sure, they’re television ads, but to quote Neilsen, “Because while the venue and audience size changes, the human brain does not.”