Once is the New Thrice: Rethinking Reach and Frequency in the Age of Infrequent Buyers

Indeed, the astute marketer might well consider this audacious gambit: plan to optimise 1+ reach rather than 3+ frequency.

In the hallowed halls of marketing lore, the 'rule of three' has long reigned supreme. This venerable doctrine posits that a campaign should reach its audience thrice to be truly effective. But in an era where consumers are bombarded with messages across myriad platforms, is this axiom still fit for purpose?

The traditional approach smacks of a bygone age when television adverts ruled the roost and campaigns were planned in 'bursts' - much like the staccato rhythm of a Victorian telegraph operator. However, the modern media landscape is less Morse code and more constant stream, flowing seamlessly across devices and platforms.

Consider, if you will, the nature of brand growth. The Ehrenberg-Bass Institute argues compellingly that the evidence shows the greatest opportunity for expansion lies not with loyal customers, but with light or non-users of brands. These elusive creatures are, by definition, infrequent purchasers who sporadically encounter your brand.

Logic, then, dictates a shift in strategy. If our quarry is rarely seen, should we not be constantly vigilant, ever-present in the media savannah? The question then becomes not one of campaign 'bursts', but of sustained presence.

This paradigm shift presents us with a delightful conundrum: is it better to reach some of our audience thrice, or all of them once? The answer, like most things in marketing, is not black and white, but rather fifty shades of grey (and no, not the sort that dominated bestseller lists a decade ago).

A constant media presence allows for a more nuanced approach. Instead of the blunt instrument of repetition, we can craft a symphony of touchpoints, each interaction building upon the last.

While the 'rule of three' may have served us well in the past, it's high time we reconsidered our approach. In a world of constant connectivity, perhaps the new rule should be 'always on, always relevant'. After all, in the grand game of brand building, it's not just about how often you speak, but what you say and how you say it.

Indeed, the astute marketer might well consider this audacious gambit: plan to optimise 1+ reach rather than 3+ frequency. This approach, as counterintuitive as it may seem to the old guard, aligns rather neatly with our newly acquired understanding of consumer behaviour and media consumption patterns.