The 7x rule, a marketing principle originating in the movie industry, states that a potential customer needs to see a marketing message approximately seven times before they are likely to take action.
The Origins of the 7x Rule
The rule was developed in the 1930s by the movie industry. Through research, they discovered that a potential moviegoer needed to see a movie poster at least seven times before being motivated to go to the theater to see the film.
This observation gave rise to the 7x rule, which has since been applied broadly across different marketing disciplines.
Understanding the 7x Rule
The core idea behind the 7x rule is that people need repeated exposure to a message before it registers and influences their behavior. This is not to say that every person will be converted after exactly seven views, but rather that, statistically, this is the threshold where impact is significantly increased.
Factors Impacting the 7x Rule
While the 7x rule provides a useful baseline, the exact number of exposures needed for action can vary based on several factors, including:
- The nature of the product or service: More expensive or complex products may require more exposures to build trust and understanding.
- The target audience: Different demographic groups and individuals have varying levels of familiarity with marketing and may require different levels of exposure.
- The type of marketing: Different mediums such as social media, print ads, or email campaigns can have varying impact and optimal exposure rates.
- The message itself: If the message is compelling, clear, and resonates with the audience, it may take fewer exposures to generate a desired action.
Practical Applications of the 7x Rule
Here are some ways marketers can practically implement the 7x rule:
- Consistent branding: Maintain a consistent visual and verbal identity across all marketing channels to maximize exposure and recognition.
- Multi-channel approach: Utilize a mix of marketing channels such as social media, email, and paid advertising to ensure the message reaches the target audience multiple times.
- Retargeting strategies: Re-engage website visitors or users who have shown interest, by showing ads to those with whom they have already interacted.
- Repetition with variety: Repeat the same message in different forms across different platforms to avoid message fatigue and maintain engagement.
Example of Using the 7x Rule
Imagine a new coffee shop is opening. Here's how they might use the 7x rule:
- Social Media Post: Share a post about their grand opening event.
- Local Newspaper Ad: Place a print ad about the coffee shop.
- Flyers: Distribute flyers in the local community.
- Paid Social Media Ad: Run an ad on social media to target the local audience.
- Email Marketing: Send an email to subscribers about the grand opening.
- Website Banner: Put a banner on their website with the details of the event.
- Influencer Marketing: Have an influencer share their experience at the coffee shop.
By implementing this diverse, repeated outreach strategy, the coffee shop is more likely to generate interest and get people to visit.
