Impressions in Marketing
An impression in marketing is someone seeing the product or brand.
The number of impressions needed for a consumer to "know" a brand is between 7 and 15.
The theory in impressions and marketing is "Impressions build brand through recognition".
The impression formula is complex. It is a combination of Number of impressions (N), Strength of impression (S), Appropriateness of impression (A), Timing of impression (T), Feeling of impression (F), and Repeat of impression (R)
N - Number is easy. Just the raw number of impressions
S - Strength - tougher and more subjective. Partly it can be objectively measured by time spent but it will vary from person to person. Use a scale of 0 to 1.
A - Appropriateness. Most marketers use demographics and surveys to figure out if someone is an appropriate target. This ties into the concept of Overspray in Marketing. Use a scale of 0 to 1.
T - Timing of impression. When people are close to buying a product, the value of the impression goes up. Advertising air conditioners in the winter is an example of poor timing. Again use 0 to 1.
F - Feeling of impression. If people have a good feeling when they see your brand, the impression is a good and valid one. If a company makes a poor product and every time the poor product is looked at the associating is a bad one, it negates the impression or since the person can actually negatively influencer. Use a scale of 1 to minus 10.
R - Repeat of impression. You cannot ever get over a full impression point for one person. So someone who wakes up and sees a Danby dishwasher daily or who drives past a Danby plant daily may have full recognition and adding more impressions does not add to recognition. (In any case where recognition is 100%, the marketer goal is to work on the F (feeling).)
I always wanted to have a score named after me, so I will call this the Estill impression score. So the formula becomes:
And only 5% of the people are likely to buy an appliance in the next 90 days so T would be .05. = N*S*A*T*F*R
So an example:
1,000 people see a mention of Danby on Twitter. (and we know often less than 1% of the Tweets get read so this would be a Tweet to 100,000 people)
N = 1,000
Twitter tweets tend not to be real strong so S=.1. Perhaps only half the people on Twitter would ever be a Danby type product buyer so A=.5. And only 5% of the people are likely to buy an appliance in the next 90 days so T would be .05. And most people are fairly neutral on Twitter feelings so F=.5. Many people who are seeing Tweets see them often from a brand they know so R might be .1.
This tweet would be:
1,000*.1*.5*.05*.5*.1 = .125 Estill impression score
1,000 people have a Danby Compact Fridge in their office. Assume they have 30 staff see it regularly (those would be low R) and 50 visitors through their office. So 80,000 impressions.
Product impressions tend to be weak since they can be background so S=.05. 80% would be buyers so A=.8. And only 5% of the people are likely to buy an appliance in the next 90 days so T would be .05. Unless the person in the office raves about their Danby, F might be .5. R might be .2 depending on how many of the people have "maxed their Danby impressions".
80,000*.05*.8*.05*.5*.2= 16 Estill impression score
Note how this really gives the advantage to the market leader and companies which have many products in the market.
In summary - impressions count. But make them good ones to appropriate people with appropriate timing. Grow your impressions and grow your sales.