Marketing – Frequency and Repetition

Namaste Bosses! Get nice and comfy (in Lotus Position) for today’s show.  Clear your mind, take a deep breath in…and take in all the frequency you can. Hold for a moment… and exhale all the repetition.  Very good!


Repeat this mantra as needed while the Bosses explore all the benefits of Frequency and Repetition and how this simple principle can positively impact your voiceover career!

This is something both our boss ladies are VERY passionate about and even offer a Boss Blast service to talent like you. For more info, go to our marketing page on our website.



Takeaways

Quick Concepts from Today’s Episode:

  1. When you’re fed up with something in your brand – your followers are JUST starting to recognize it.

  2. There’s not an exact science for email marketing – but you have to find a balance.

  3. Most voice talent fail to commit to a consistent campaign due to fear of annoyance.

  4. What one person finds annoying, another will not.

  5. Know your audience – don’t waste time and money on irrelevant clients.

  6. Many people give up way too easily.

  7. Make sure your message is authentic and serving the client.

  8. Make sure you’re spam compliant!

  9. If you need help, the Bosses are here!


Referenced in this Episode

Direct links to things we brought up ++


Branding and Marketing with VO Boss
Email The Bosses
Subscribe to VO BOSS on YouTube!
Our podcast is recorded entirely using ipDTL. Get better than ISDN quality with: ipDTL!

Transcript

Announcer: Today’s voice over talent is more than just a pretty voice. Today’s voiceover talent has to be a boss, a VO BOSS. Set yourself up with business owner strategies and success with you host Anne Ganguzza along with some of the strongest voices in our industry. Rock your business like a boss, a VO BOSS.

Anne: So, Gabby, we got a great testimonial from Susan Glow from the Glow Girls Kid Voiceover.

Gabby: I love them.

Anne: She writes, “in this current voiceover climate, opportunities and auditions don’t come as easily anymore. You have to actively seek out opportunities and get in front of decision-makers. Easier said than done. Our two main obstacles, number one, having the time to cultivate an appropriate target list to meet our goals, and number two, having the time to put together a polished marketing campaign. Enter in the creative VO BOSS team. We discussed Glow Girls Kid Voiceover marketing goals during a focused consultation, the result of which was a vast, cultivated list of producers, creative directors and ad agencies. Within weeks of enacting a strategic VO BOSS Blast, Glow Girls Kid Voiceover more than doubled our ROI. Bottom line, the VO BOSS Blast saved us time and made us money.”

Gabby: Wow.

Anne: That’s pretty awesome.

Gabby: The Glow girls [laughs] if you guys don’t know, these two sisters are going to end up like taking over the, the voiceover world one day, I’m sure.

Anne: For sure.

Gabby: It’s only a matter of time before really, Anne, they replace us. They are going to be the VO BOSSes.

[both laugh]

Anne: Exactly.

Gabby: But in the meantime, they are the little BOSSes. The campaign we created for them has been really successful. As you can see, there is mom’s glowing review, no pun intended.

Anne: Good one, Gabby. [laughs]

Gabby: Thank you, thank you. I’m, yeah, see how quick I am? Sharp, sharp wit right there. We want you guys too to see what we are doing with BOSS Blasts and the Book-Out Builders and um join the party.

Anne: Yeah, check us out on the VO BOSS webpage under the marketing and branding tab. Welcome to the VO BOSS podcast. I’m your host, Anne Ganguzza, along with my beautiful bosstie, Gabby Nistico. Hey, Gabby.

Gabby: Hi, hi!

Anne: You know, I think we need to talk [laughs] to our listeners about a practice that works well for my marketing, and I know it works well for your marketing. Frequency and repetition.

Gabby: The mantra. I have been known many a times to sit in the lotus position.

Anne: [laughs]

Gabby: And just, and just frequency in —

Anne: repetition.

Gabby: And repetition out.

Anne: Frequency in —

Gabby: in… and repetition out.

Anne: Repetition out.

[both laugh]

Anne: So, Gabby, I think it’s important to note, number one, that when we say frequency and repetition, we don’t mean annoying. [laughs]

Gabby: Nooo.

Anne: No, no, no, no, no. We do not mean annoying. So Gabby, let’s talk a little bit about why this is so important for your marketing campaign.

Gabby: This idea of frequency and repetition. It was, it was coined by either J. Walter Thompson, who is of course the owner of the famed advertising agency that was around for a million years in New York, and it still is, but it has now evolved. It was either him or it was Dale Carnegie. I cannot remember which.

Anne: Yes.

Gabby: But either way, two incredibly brilliant minds, and audiences need to hear a message frequently and repetitively before the message sinks in, before it’s memorable, before they will take action —

Anne: Right.

Gabby: — upon the message. Like when I worked in radio, it was a constant reminder, because when you work internally in radio or television, you’re being bombarded to marketing messages, to certain types of music, all day long, all day long, all day long. And our, our upper management was always reminding us, “guys, when you’re fed up and sick and tired of hearing something, the listeners are just waking up to it.”

Anne: Yeah. And I, well, you know, I think it’s important to remember, think of your own process of, let’s say, reading emails, right? I check my email frequently during the day. And it’s at different times. And I have, Gabby, you know because you laugh at me all the time.

Gabby: Your email scares me.

Anne: I have never deleted and email because I have Gmail. It is a search engine, so I stand by that. So I do have quite a few unread messages, probably 643,948, to be exact, unread messages. So what does that say to you, right? Well, first of all, —

Gabby: Terrifying woman.

Anne: [laughs] should explain. I should explain that I have had Gmail since the beginning. So I don’t ever delete emails. So that 648,000 shouldn’t scare people. It just means that I search —

Gabby: Oh, OK.

Anne: It just means that I search for a message. But it also tells you that I have a whole lot of unread emails. Now when we are talking about frequency and repetition, think about who you are marketing to and think about who markets to you on a daily basis, and how often are you opening up those emails? Probably what you’re doing is you’re scanning your inbox. And I think this is really important to note, that you scan that inbox on a daily basis multiple times per day. You’re going to see different from’s and different subject lines, and you may or may not ever open an email. When you scan your own email, those names and those subjects are registering, and you are split second decision whether or not you want to open that. And that’s depending on if that email is going to serve you.

Gabby: It seems like every single big box company out there, and some even boutique services, why they’re emailing you once, sometimes even twice daily because they understand this concept. They know that it takes so many views, so much exposure before a buyer is likely to take action.

Anne: Are they ready? Are they ready at that precise moment or not? And that’s really key, right?

Gabby: There’s not an exact science to this yet when it comes to email. In some of the more traditional forms of advertising, there are. But we have to find a balance. So I feel like there are a lot of voice actors who’ve kind of gotten the hand of the frequency thing. Maybe they understand the importance. They know that it needs to be regular. It needs to be dependable, right? You know, nobody’s just kind of getting up on a random Tuesday and going, “oh, I need to send an email today.” No.