There is an old adage in advertising that says, “people need to see an ad seven times before they are influenced by it.” What does this mean for your incentive programs?
While advertisers may argue about the exact right number (I’ve seen some say that it takes 20 times – really, that seems overkill?), the concept that multiple views of information drives behavior has been shown to be true. This is called “effective frequency” in the advertising world.
In our internal communication world, we call it a communication campaign and organizations don’t use campaigns as often as they should. In the world of incentives, a full campaign can be a fantastic tool to add to your toolbelt.