Element #5: Advertise with enough Frequency
Even when all else is right, if you skimp on the schedule, you're only cheating your results. If your message is worth hearing, make sure it's heard three or more times by your potential customers (see The Perfect Schedule). Cut through the clutter and make your money count. Please refer to "The Perfect Schedule" section…perhaps the most important section you will read on this site….and the biggest reason you hear the 7 dirty words of radio…."I tried it once. It didn't work". 

Element #6: Pay Attention to the Details
When you take the proper steps to form a great strategy for your campaign, don't forget the details. Make sure ALL your employees are in the loop…especially those who will greet your customers first. Set your business voice mail to reflect your positioning statement or slogan…and better yet, to reflect your specific promotion. Answer the phones with the same. Make sure your positioning statement/slogan is on your letterhead, fax cover, business cards and in all forms of media you utilize. Run the campaign idea by your staff and get their input. Hold a brainstorming session to discuss any complexities of the plan and how to make it better. Get everyone involved and your plan won't miss a beat.