The Power of the “7 Times Rule

As the manager of a cosmetics company, you experienced the initial success of a heartfelt promotional article based on “Earned Media.” However, a week later, the article seemed forgotten, and product sales were mediocre. Is it necessary for users to keep shedding tears, and what can be done to address this?

To tackle this “what to do” challenge, it’s crucial to understand the essence of the problem.

When introducing something new—be it a brand, a product, or a story—there’s a user-specific “threshold” for the number of interactions needed. Even if the first encounter is creative, users won’t likely carve out a space for you in their minds until this threshold is exceeded. This issue revolves around not surpassing the “threshold” of influencing users enough times. The magic number often cited in marketing circles is 7, known as the “7 Times Rule.”

Concept: 7 Times Rule

What does the “7 Times Rule” entail? Here’s a concise breakdown:

The first interaction with a user has minimal impact.

The second interaction starts to yield some results.

Consistent interactions over a period, ideally reaching 3 times, begin to show the desired effects.

The optimal frequency for influencing users is 7 times—the “threshold.”

Beyond the optimal frequency, the impact and cost-effectiveness of further interactions begin to decline.

Why precisely 7 times? Why not make a grand impact from the first encounter, with a 360° approach? The reality is that the “7 Times Rule” aligns with the natural progression of building connections. It’s about consistency and longevity, not a one-time, all-encompassing impact.

What to Do:

Diversify Media Channels:

Utilize multiple media channels simultaneously to create a comprehensive impact.

Reach users through various platforms like social media, outdoor advertising, and other relevant channels.

Strategic and Varied Messaging:

Craft diverse and compelling messages to maintain user interest.

Use different types of content, such as emotional stories, visually appealing ads, and engaging articles.

Create an Immersive Experience:

Develop a narrative or campaign that unfolds over multiple touchpoints.

Engage users at various stages of their daily routines, ensuring repeated exposure.

By adopting these strategies, you aim to break through the user’s “threshold” and establish a lasting presence in their minds.

Why “7 Times”?

The “7 Times Rule” emphasizes the power of repetition. It’s not about the magic of the number 7 but the consistent and repeated impact on users. As marketing strategists the Huayehua brothers say, the essence of communication lies in repetition, while the essence of an audience lies in forgetfulness.

Application:

The “7 Times Rule” isn’t just applicable to cosmetics; it has broader implications in the business world:

Retail Strategies:

Consider the example of the 7-11 convenience store chain. Rather than opening one store in 100 different cities, they opted for a strategy of opening multiple stores densely in the same city. This approach helps optimize the supply chain and, more importantly, breaks through the threshold for users in that city.

Corporate Sales:

When dealing with large corporate clients, don’t rush to sell yourself and your products during the first encounter. Instead, focus on creating opportunities for subsequent interactions. Building a relationship over several encounters increases the likelihood of successful sales.

By understanding and applying the “7 Times Rule,” you can enhance your marketing strategies and create lasting connections with your audience.