Market research notes that for every three advertisements scanned, the average consumer ignores two. That means you need to run a specific ad directed toward a specific niche several times before it, and therefore your company, is remembered. In the sign industry that means continuously targeting your prospects with radio spots, newspaper/trade journal ads, or direct mailings.

Effective penetration requires sticking with an ad or campaign long after you've grown sick of viewing it. In the big parade of marketing, don't get off the float just because you're tired of all that time spent designing, constructing, and riding it along the route. Remember, every face in the crowd deserves a chance to see your endeavor.

Could you repeat that, please? Certainly. Never drop and ad or campaign that's still pulling in those calls. For example, if after every direct mail initiative your sales rocket, why derail a sure marketing method? When your customers mention they heard your magnetic car sign special on a radio spot, why try to reinvent the wheel? Your advertising is working. Now just do it ... again!

Well, do you ever try a new approach? Of course. In time, test market a distinctive, but different, advertising campaign while still running the old one. In the meantime, consider cutting down on your tried-and-true ad's size or repositioning it to save on cost. Then evaluate and compare customer response between the old and new initiative. Don't jump ship until the evidence is clear to do so!

Yes, repetition is the mother of response when it comes to your marketing campaign. So, could you just repeat that ... please?