In the bustling world of marketing, a myriad of rules and strategies vie for our attention. Yet, one golden rule has remained steadfast throughout the decades — the ‘Marketing Rule of 7.’ This enduring principle originated from the movie industry in the 1930s and continues to be relevant even in the fast-paced digital age we live in today.

 

The Birth of the Rule of 7

The Marketing Rule of 7 was born out of the necessity to sell movie tickets. Movie moguls in the 1930s discovered that a certain level of advertising and promotion was required to compel an audience member to see their film. The magic number they landed on was seven – a prospect needed to “hear” or encounter the movie’s promotional message at least seven times before they took action to buy a ticket.

This principle quickly expanded beyond the cinema halls and became a widely accepted marketing maxim. It suggests that a prospect needs to “hear” an advertiser’s message at least seven times before they’ll take action to purchase the product or service being promoted.

 

The Rule of 7 in the Digital Landscape

Fast-forward to the present day, the Rule of 7 still holds sway, but with a twist. In an era where consumers are inundated with an avalanche of information daily, the rule has evolved to fit the digital landscape. It’s no longer solely about frequency; it’s also about creating meaningful brand touchpoints that resonate with consumers and build relationships over time.

Today, the Rule of 7 implies that marketers need to engage their prospects through a variety of platforms – from social media and email marketing to blog posts and online ads – to make a lasting impact.

 

The Rule of 7 in Traditional Media

Even as we immerse ourselves in the digital age, traditional media, such as newspapers and magazines, play a valuable role in marketing. They offer unique advantages and can work harmoniously with ever-evolving digital platforms to apply the Rule of 7 effectively.

Traditional print media provides a tactile experience that digital platforms cannot replicate. The physical act of flipping through a magazine or newspaper often leads to a deeper level of engagement with the content, including the advertisements contained within. Furthermore, print media often targets a specific demographic or interest group, allowing marketers to reach their desired audience more effectively.

The real magic happens when traditional and digital media work together. Consider a reader who spots an interesting ad in a magazine, then encounters the same brand on social media or via an email newsletter. Each brand touchpoint reinforces the brand message and nudges the prospect closer to converting.

 

Success Stories and Practical Examples

Let’s explore three examples of businesses that have successfully applied the Rule of 7 in their campaigns.

 

McDonald’s:

The “I’m Lovin’ It” campaign by McDonald’s is a prime example of the Rule of 7 in practice. Launched in 2003, it’s one of the longest-running campaigns in the fast food industry. Here are three ways McDonald’s has shared this message across different touchpoints:

1. Television Commercials: McDonald’s has consistently used TV commercials to promote the “I’m Lovin’ It” campaign. These commercials often feature people enjoying McDonald’s food, with the catchy “I’m Lovin’ It” jingle playing in the background. This has ensured that millions of viewers repeatedly hear the campaign message.
2. Radio Ads: Radio ads have been another effective medium for the “I’m Lovin’ It” campaign. From morning shows to late-night slots, the “I’m Lovin’ It” jingle has become a familiar tune for radio listeners, reinforcing the campaign message multiple times throughout the day.
3. Digital Media: McDonald’s has leveraged digital platforms like Facebook, Instagram, Twitter, and YouTube to share the “I’m Lovin’ It” message. They post engaging content featuring their menu items, often accompanied by the #ImLovinIt hashtag, encouraging user interaction and spreading the campaign message further.

These diverse touchpoints have enabled McDonald’s to repeatedly expose consumers to the “I’m Lovin’ It” message, driving brand recognition and customer loyalty. The campaign has significantly contributed to McDonald’s status as a leading global fast-food chain.

 

Nike:

The “Just Do It” campaign by Nike is an iconic example of the Rule of 7 in marketing. This campaign started in 1988 and has been delivering motivational messages endorsing fitness and self-belief. Here are three ways Nike shared this message across different touchpoints:

1. Television Commercials: Nike’s TV commercials have been crucial to the “Just Do It” campaign. From featuring renowned athletes to regular people, these commercials inspire viewers to overcome their challenges and achieve their personal goals. Each commercial ends with the powerful “Just Do It” tagline, reinforcing the brand message.
2. Print Advertising: Nike has used print media effectively to promote the “Just Do It” campaign. Ads in magazines and newspapers often feature high-impact visuals of athletes or fitness enthusiasts, accompanied by the “Just Do It” slogan, ensuring that readers are exposed to the campaign message multiple times.
3. Digital Media: Nike has leveraged digital platforms like Facebook, Instagram, Twitter, and YouTube to share the “Just Do It” message. Whether it’s posting inspiring stories, introducing new products, or promoting events, Nike consistently infuses the “Just Do It” ethos into its digital content. This not only increases brand visibility but also encourages user-generated content and engagement.

By repeating the “Just Do It” message across these diverse channels, Nike has successfully ingrained this motivational mantra into the minds of consumers worldwide. The campaign has significantly contributed to Nike’s brand recognition and reputation as a promoter of athleticism and perseverance.

 

Coca-Cola:

The “Share a Coke” campaign by Coca-Cola is a stellar example of the Rule of 7 in action. This global campaign replaced the traditional Coca-Cola logo on bottles and cans with common names, inviting consumers to “Share a Coke” with someone special. Here are three ways in which Coca-Cola shared this message across different touchpoints:

1. Social Media: Coca-Cola leveraged social media platforms like Facebook, Instagram, and Twitter to promote the “Share a Coke” campaign. They posted images and videos of people sharing Cokes, tagged with personalized messages and catchy hashtags like #ShareaCoke. This not only increased brand visibility but also encouraged user-generated content, as customers began sharing their own photos and stories of sharing a Coke.
2. Outdoor Advertising: Coca-Cola used billboards, bus stops, and other outdoor advertising to promote the campaign further. These ads featured images of Coca-Cola bottles with different names, reinforcing the campaign message to passers-by multiple times throughout the day.
3. TV Commercials: Television commercials were another significant part of the “Share a Coke” campaign. These commercials featured heartwarming stories of people sharing Cokes, effectively conveying the campaign message to millions of viewers.

Through these varied touchpoints, Coca-Cola repeatedly exposed consumers to the “Share a Coke” message, driving engagement and ultimately boosting sales. The campaign was a huge success, resulting in a significant increase in Coca-Cola’s summer sales and a notable boost in customer engagement on social media.

Each of these companies has demonstrated how using multiple touchpoints can effectively engage audiences and reinforce their marketing message. While it’s challenging to quantify the exact impact of adhering to the Rule of 7, these companies have all reported increased brand awareness, customer engagement, and in some cases, higher sales following their campaigns.

By understanding and applying the Rule of 7, businesses can craft more effective marketing strategies that resonate with their target audience, ultimately driving conversions and boosting success.

 

Applying the Rule of 7 Today

To leverage the Rule of 7 in your marketing strategy, consider the following actionable steps:

1. Utilize Multiple Channels: Don’t confine yourself to a single platform. Make use of a variety of channels – social media, email, content marketing, PPC, print ads, and outdoor — to reach your audience wherever they are.
2. Offer Valuable Content: Each interaction should provide value. Whether it’s an informative blog post, an insightful webinar, or engaging social media content, offering value builds trust and rapport with your audience.
3. Personalize Your Interactions: Use customer data to tailor your messages. Personalized content resonates more with your audience, making each interaction more impactful.
4. Monitor and Adjust: Keep track of your campaigns to identify what’s working and what’s not. Use these insights to tweak your strategy and ensure your touchpoints are effective.

 

Applying the Marketing Rule of 7 to Your Brand Design

The Marketing Rule of 7 has significant implications for design. It emphasizes the importance of consistency, repetition, and brand recognition, which are all essential elements in effective design.

1. Consistency: The Rule of 7 stresses the importance of a consistent message. For design, this means maintaining a consistent look and feel across all brand touchpoints. This includes using the same logo, color scheme, typography, and imagery to ensure that your brand is instantly recognizable to your audience.
2. Repetition: Just as the Rule of 7 suggests that a marketing message should be repeated to have an impact, design elements should also be repeated for better recall and recognition. This could mean consistently placing your logo in the same location, or repeating certain graphic elements across different pieces of marketing collateral.
3. Brand Recognition: The ultimate goal of the Rule of 7 is to achieve brand recognition. Sound design plays a crucial role in this. You can make your brand memorable by creating visually compelling and consistent designs. When combined with the repeated exposure suggested by the Rule of 7, this can significantly enhance brand recognition.
4. Simplicity: Another aspect to consider is simplicity. A simple, clear design can convey a message quickly and effectively. Given that the Rule of 7 requires multiple exposures, it’s important that each interaction is easy to understand and leaves a strong impression.

In essence, the Rule of 7 reminds designers to create consistent, repeatable, and memorable visual experiences that will resonate with audiences and reinforce the brand’s identity over time.

 

Wrapping Up

While the marketing landscape has undergone significant transformations since the 1930s, the essence of the Rule of 7 remains pertinent — repeated, meaningful engagement is the key to winning over your audience. By understanding and applying this rule, marketers can craft effective campaigns that resonate deeply with their target audience and drive conversions. Indeed, some nuggets of marketing wisdom, like the Rule of 7, truly stand the test of time.