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Importance of marketing initiatives with the Three Hit Theory in mind

Importance of marketing initiatives with the Three Hit Theory in mind

Today, I'm going to talk about one of the key concepts in marketing: the Three Hit Theory and the Seven Hit Theory. If you are already involved in marketing, it is important to get new customers, so if you are familiar with it, please read on with the meaning of the review.

Three-hit theory

For a customer to take any action against a brand (product or service) that they are in contact with for the first time, they need to contact them three times within a certain period. This idea is a three-hit theory.

However, not all brands (goods and services) have three definitions, and it depends on the characteristics and value of the product. Generally, it is thought that items with a high frequency of purchase and a low unit price will be less frequent, while items with a low frequency of purchase and a high unit price will be more frequent.

The sales promotion methods often used in restaurants include point cards and service tickets with expiration dates.

This is also a measure that utilizes the three-hit theory.

"Forgetting" is the number one reason why you don't visit the restaurant for the first time.​​​​​​​

In other words, you can make sure that you don't forget it after your first visit.​​​​​​​

Quick measures to do so will be service tickets and point cards with expiration dates.​​​​​​​

It is said that restaurants are easy to become repeat customers if they can come to the restaurant three times.​​​​​​​

This applies to brands (products and services) regardless of the restaurant.

In my opinion, if you design a second contact within a week of the first contact, and then design a third contact within a week of the first contact, you will have a good chance of getting the customer to move positively.​​​​​​​

Similar to this, the Seven Hit Theory has the idea that contacting brands (products and services) seven times increases the probability of purchase.


When advertising and promoting their advertising, companies with a large budget can use a variety of advertising media to create touch points with customers, but if they cannot use a large advertising budget, it is not easy to encourage customers to contact brands three times in a certain period.

Our company provides marketing support mainly through social media marketing, but most customers who contact us want to connect to the purchase with just one influencer promotion.​​​​​​​

About five or six years ago, it was possible to make a single promotion cost-effective.​​​​​​​

Recently, however, the balance between supply and demand has been broken, and the cost of implementing influencer promotion has soared.

The steep rise in costs has made influencer, which has more than one million followers, feel like only major companies can afford it.​​​​​​​

At the same time, the customer's purchasing process is becoming more complicated, so it is important to combine measures that match the purchasing process. We will discuss the purchasing process in another article.


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