For many companies, marketing campaigns are the main method for both communicating with their market to reinforce their positioning, and for customer acquisition.

Good campaigns follow a theme and include a series of touches with the market. It’s noisy in the marketplace, and a message delivered once through a single medium rarely makes a difference. While there’s no magic number regarding the best frequency for a message to make an impact, opinions range from three to twenty times, with seven being an old marketing adage.

Many marketing campaigns contain an overarching theme, which can be leveraged over extended periods of time with multiple variations, or different elements, to tell an entire story.