We get asked this question all the time. Prospects and clients alike want to know when they can expect to see results from their marketing efforts. Ah, if only it were that cut and dried.

Many factors influence reaction time to a marketing tactic. Let’s take a look at a few of them, and you’ll begin to see that although this is not an exact science, there are several things you can do to improve your effectiveness.

How often do people need/want it? If you run a restaurant or sell ice cream, you’re in luck. Mail a coupon on Tuesday, and you might see the family, coupon in hand, by Saturday. But on average, people buy a car every three to five years. If you own a car dealership, you might wait 18+ months after your first advertisement to see a reader of that ad in your door.

Who the heck are you? Does the consumer recognize your brand? Do they know what you are all about? What makes you different from your competitors?

Who else is talking? Just like at a party, if you are the only voice talking, it’s a lot easier to be heard. But if you are one of many, and others are talking louder and faster, you easily can get lost in the din.

Where are you talking? What would happen if you stood up right in the middle of a church service and started talking? You’d get noticed, wouldn’t you? That’s because you are doing something unexpected in an unexpected place.

What are you saying? This is the most important factor of all. Are you talking about what the consumer cares about, or are you talking about you?

How are you poised to influence any or all of these factors?

Drew McLellan is Top Dog at McLellan  Marketing Group and the  author of “99.3 Random Acts of  Marketing.” He can be reached at  Drew@MclellanMarketing.com.  © Drew McLellan