Once isn’t enough.

Repetition of message is taught in Intro to Marketing at every university in America.

It’s exponentially true in technology, which most mainstream consumers still approach with caution and trepidation.

Technology crashes. It gets viruses. It gets my identity stolen. It exposes my private life. It goes out of date about three weeks after I make a major tech purchase.

You must make consumers comfortable with you and your products. You must gain their trust more than manufacturers in other businesses.

Which means that in order to be really successful in our business, you must be “touching” consumers repeatedly. No, relentlessly. Touch consumers relentlessly.

Think about how often people hear about the most trusted technology maker in world (for now), Apple. It’s all over the news. The media fawns over Apple like it did over Barack Obama in 2007. Apple, like Obama back then, can do no wrong. (Again, for now. Apple isn’t doing itself any favors with the current Gizmodo fiasco.)

Think about how often people hear about Google throughout the day. In fact, think about how many times people use Google on a daily basis.

To be successful in consumer electronics, you must be talking to consumers daily. Reach them. Touch them.