In the 1930s, movie studios realised that people only decided to watch a movie after seeing it advertised multiple times.

The average person had to be exposed to the marketing material seven times before responding desirably, which brought about the rule of seven.

Just like 1930s movie spectators, consumers need to be repeatedly exposed to a brand's message before they can decide whether a product is worth purchasing. In theory, seven times is the ideal number of exposures.

Marketing is such an unpredictable and sensitive industry that very little of it can actually be explained with numbers or science. Seven is, therefore, not some magic number that opens the profit floodgates.

Instead, marketers should use this rule to keep repeated exposure at the forefront of their minds when they are strategising.

How Brands Can Ensure Repeated Exposure

Build a Base for Campaigning

If a brand has a solid base presence because of publicity and public relations efforts, the first few exposures have already been completed. Now, a marketing campaign won't be the first time consumers hear about a brand and campaign efforts have a strong basis to land on.

Use Multiple Channels

By marketing your brand via multiple channels, like TV, social media, Out-of-Home, or radio, you not only reach a larger target audience but also ensure that you reach the same people in different ways. A bit of variation also improves information retention, which is key for marketing success.

Freshen Up the Messaging

Have you ever heard a repetitive sound for so long that you forgot it was there? The same happens to your marketing message when it's the same thing over and over: People get used to it and start ignoring it. When you switch up how your message is delivered, consumers stay engaged for longer.

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