Continuity In The Marketplace,
by Ray Jutkins
You need to be in
the marketplace on a regular, continuing, and ongoing basis. Not
necessarily the same amount every week or every month, but on a regular
basis. Whatever makes the most sense-not just in and out at your
convenience. You are more likely to be remembered when it's time to buy if
you are frequently seen. Seen through the articles, at a trade show,
through a piece of direct mail, or well-placed advertisements. Even on the
radio or TV if its appropriate for your market. Some products are
seasonal, so therefore you must have the biggest impact during that
season. The range between the best and worst season is rarely more than
20%. This doesn't mean you shouldn't be aware of it. It does mean you need
to be in the marketplace on a continuing basis.
(Taken
from Power Direct Marketing.)