Now isn’t that just about the dumbest thing you’ve ever heard?<\/p>\n
Now think about your kids, or if you haven’t been blessed with children, parents that you know. All parents need to do is tell their children ONLY ONE TIME and, precious as they are, they will comply with humble obedience, right?<\/p>\n
Now isn’t that<\/em> just about the dumbest thing you’ve ever heard?<\/p>\n Now think about your students. All you need to do is just present the material you have planned and they absorb it like sponges thirsting for more knowledge. They know it so completely that they ace every assessment they’re given, right?<\/p>\n Okay, now THAT’S<\/em> just about the dumbest thing you’ve ever heard!<\/p>\n So what makes you think parents are any different?<\/p>\n Twenty years ago, marketing research said that someone must be exposed to a message an average of at least NINE TIMES before their mindsets will begin to turn toward a new idea. And that’s average – meaning that it takes some people more time than that!\u00a0 Schools were marketing to Generation X, and social media was in its infancy.<\/p>\n Today, with the abundance of new media channels and new messaging being constantly delivered to us, that number was raised ten years ago to at least<\/em> FOURTEEN times!\u00a0 And note it’s now “at least;” the “average” designation has been dropped.<\/p>\n And, as you’ll see after reading this article, the amount of times one must be exposed to a new product or service is even higher than that before they’ll start to get the message that it might be something they want to investigate further.\u00a0 Perhaps at least 21 – especially with the ease of creating apps today, developing new independent services (Doordash wasn’t around 10 years ago), and the ability of AI to do many things in a short amount of time that used to take weeks or months to accomplish!<\/p>\n Why 28?\u00a0 It’s the “Rule of Sevens,” (being exposed to a branding message for a minimum of seven times before making a purchase decision) which takes a cue from the Rule of 70 (a simple math trick used to find out how many years it takes for a growing number to double in size – for instance, money invested at 7% interest will double in 10 years thanks to compound interest)<\/span>.<\/p>\n These are observations that have been made across disciplines that both predict and document the rate of change and it’s effect on capacity.<\/p>\n Another one of these “Laws,” known as “Moore’s Law,” dealt with the number of transistors it would take to process information over time.\u00a0 Then integrated circuits began to be installed in computers, and the storage capacity and processing speed of computers increased while units became smaller.\u00a0 The Law also predicted that capacity would double every 18 months while costs decreased significantly over the same amount of time.<\/p>\n But these are “old” marketing adages, and comes from “Baby Boomer” marketing.\u00a0 You are marketing your school today to parents who are Millennials.\u00a0 Therefore, if seven times was necessary over twenty years ago with Baby Boomers, then it stands to reason that your message needs to be heard at least double that amount to reach Generation X (who now have children in college), and it’s not a stretch to consider that Millennials need to be exposed to the same branding message double the amount from a decade ago!<\/p>\n And now you know why you keep seeing the same ads over and over again in your Facebook feed.<\/p>\n This concept was made incredibly clear a few years ago while listening to the radio. Some of the automobile advertisements at the time were emphasizing this “INCREDIBLE” deal: “Enjoy driving your new car for a full 30 days before your first payment is due!” Read that again…”Enjoy driving your new car for a full 30 days before your first payment is due!”<\/p>\n Ummm – that’s not news. Anyone that’s financed a car before KNOWS that the first payment is due 30 days after signing the paperwork. It’s what happens with every major loan contract. Although this commercial message is targeted to the first-time buyer, since they may not be aware of the fact (especially with their experiences with credit cards and billing cycle closing dates), it may bring us veteran car buyers to a new realization, where we say, “I never thought of it like that before!”\u00a0 Many folks would call it “spin;” others call it creative marketing – making the obvious known in a new and creative way!<\/p>\n In marketing our schools, we have to be aware that some people are not aware of our schools, no matter how much we think they are. We must make sure they hear the message we want them to hear.\u00a0 What you think is something which is “old hat” to you might just be that special remarkable attribute which parents are looking for in an educational environment for their children.<\/p>\n And, once you’re tired of hearing that message, it’s probably right around that time that parents are just starting to “get it.”<\/p>\n \u00a9 Michael V. Ziemski, SchoolAdvancement\/ArchangelAdvancement, 2006-2026 (Original Publication Date: 20060724)<\/p>\n","protected":false},"excerpt":{"rendered":" Now isn’t that just about the dumbest thing you’ve ever heard? 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