Best of 2023: Just Make Sure They Spell My Name Right

December 29, 2023      Kevin Schulman, Founder, DonorVoice and DVCanvass

Phineas T. Barnum, the 19th-century American showman and circus owner, reportedly said, “I don’t care what they say about me; just make sure they spell my name right.”  It’s a great line and often, it’s true.

Exposure to the brand increases awareness and it tends to accrue to the positive.  We’re predisposed to have a familiar = good mental model.  That is until you give me a reason to take away the equal sign.

Take a second and mentally park your fundraiser Identity and put on your regular Joe/Jane consumer Identity hat.  Now consider this scenario:

  • Salesperson for Brand X contacts you – doesn’t matter the channel (email, text, phone, your front door), pick your preferred one.
  • You don’t really know Brand X and instead buy from a competitor, Brand Y
  • The first time the salesperson contacts you, you’re busy and largely ignore the contact.
  • Brand X Salesperson contacts you the next 5 days in a row.

You are now definitely familiar with Brand X, which is exactly what happened in this digital ad study with three groups varying by ad exposure – 1x, 4x, 6x.   That’s really high unaided awareness.  Congratulations they spelled your name right.

You’re also not buying Brand X because the Salesperson was irritating and annoying.  Just like the digital ads.

The repeated exposure – i.e., high frequency – also reduced brand interest and stated purchase intent.   Reach is King.  Frequency is wildly over-rated, much of anything past a frequency of 2ish (within a short time period) isn’t just inefficient, it’s brand killing.  They’ll know your name but be careful what you wish for.

Kevin