The concept of the Rule of 7 was devised almost 100 years ago and is just as relevant today as it was then. The basic premise is that in order to engage with and build the trust of your audience fully, they need repeated exposure to your brand message. In fact, it has been determined that a minimum of seven exposures are required before they will consider taking action. The Rule of 7 can also be effectively used in outdoor advertising. Let us take a look at how it works.​

Understanding The Rule Of 7

Now, more than ever, getting your audience’s attention is vital to your marketing campaign. Everyone is so busy and distracted that a single exposure is hardly likely to feature on their radar. Repeating the exposure eventually allows your message to sink in.

In the context of outdoor advertising, a single billboard or poster will not be enough to have the impact you are looking for. The trick is to place multiple instances of your message in strategic places to increase the chances of your message being seen and received before you can expect action from a potential customer.

A Multi-Channel Strategy Is Highly Effective

To fully utilise the power of the Rule of 7, setting up a marketing strategy that spans multiple channels will yield the best results. There are many channels to choose from, including:

• digital billboards
• digital advertising
• social media posts and advertising
• email campaigns
• radio and television advertising
• blog posts
• product endorsements

Maintain Consistent Messaging

Consistency is vital when implementing the Rule of 7. Your messages across all channels should be consistent in terms of content, look, tone, story and overall brand identity. Consistency is fundamental to building a trustworthy image that is highly recognisable, leading to a loyal following from your target audience.

Use all channels to tell the “story” of your brand, your values, and how your products or services will make a difference in your audience’s life. This approach will build strong connections and lead to the whole point of the exercise – drive action.

Increase the impact of your outdoor advertising campaign by incorporating the concepts in the tried-and-tested Rule of 7. As one of the largest site owners in South Africa, Face First Media can help provide you with maximum exposure. Contact us today to find out how we can help you boost your brand.

Having a strong marketing campaign is essential in the current economic climate, and there is one aspect of this that can really help – cohesive branding. This doesn’t just mean having your well-designed logo and catchy slogan on your social media pages and digital billboards. It is about presenting a unified brand experience across every channel and every point of contact with every customer and potential customer.

In this blog post, we will take a closer look at what cohesive branding says about your business and why it matters.

Maintaining Consistency Across All Channels

The beauty of cohesive branding is that your brand will stand out, be recognized, and be remembered. Therefore, you must present not only unified visuals but also messages and brand voice across all channels. From your website to social media, from print ads to packaging, from emails to staff uniforms, your brand must shine through consistently. This imprints and builds brand recognition and says to your audience: “Look at us; you can trust us”.

This, in turn, conveys professionalism and reliability. Customers who see a cohesive brand message are far more likely to perceive your business as trustworthy and credible. The outcome of this positive brand perception is increased customer loyalty.

Increased Brand Value

Presenting a cohesive front gives you the upper hand when communicating your brand’s value and identity. Consistently showing and telling your customers what your brand stands for and what they can expect from your products or services helps align your values with your brand. This helps attract like-minded customers who share your values and beliefs.

Top Tips For Cohesive Branding

• Consistent visuals: use the same colours, fonts, and design elements across all branding materials and channels.
• Consistent message: ensure your brand message is always clearly and consistently communicated.
• Integrated marketing strategy: coordinate all marketing efforts to reinforce this established brand identity.
• Audits and updates: Review and update your branding regularly to ensure consistency with your brand identity.

Cohesive branding is more than just a logo. Using this strategy is a way to tell your audience that you are trustworthy and reliable. It also aligns your brand with your values, which helps to build your brand and set you apart from your competition.

Contact Face First Media today to find out how to use digital billboards to enhance your marketing campaign and present a cohesive branding experience to your audience.