WHY YOUR BRAND NEEDS TO BE SEEN 7 TIMES BEFORE SOMEONE BUYS
Hey there!
You post. Nobody buys.
You think, "My branding isn't working."
Wrong.
They've only seen you once so far. You need 6 more touchpoints.
THE RULE:
The Rule of 7 says: A customer must see your brand at least 7 times before making a purchase.
That dates back to the 1930s. Movie studios discovered that people need to see a movie poster seven times before they buy a ticket.
Today? You need MORE.
Recent studies show:
- B2B: An average of 266 touchpoints before a deal is closed (HockeyStack, 150 SaaS companies, 2024)
- E-commerce: An average of 10–20 touchpoints, depending on the product (Rafenthic, 2026)
- Service providers: 15–20+ touchpoints due to the need for a high level of trust (Rafenthic, 2026)
Why so many?
Because in 2026, we’ll be living in a world where people see thousands of marketing messages every day. The competition is fierce. Attention spans are short.
But the principle remains the same: familiarity breeds trust. People don't buy from brands they don't know.
Every touchpoint builds trust. And only once enough trust has been established → does the purchase happen.
EXAMPLE 1: E-COMMERCE (FLACONI)
Flaconi – the Berlin-based online perfume store, founded in 2011.
2018: €135 million in revenue, 48% growth.
What their touchpoint journey might look like (example):
→ You see a perfume. You keep scrolling.
Touchpoint 2: Influencer collaboration
→ A YouTube beauty influencer raves about Flaconi
Touchpoint 3: Google Search "Buy Chanel No. 5"
→ Flaconi appears
Touchpoint 4: Retargeting ad (Facebook)
→ "Still available!"
Touchpoint 5: Subscribed to newsletter
→ "10% off your first order"
→ Flaconi in Vogue/Cosmopolitan
Touchpoint 7: Podcast sponsorship
→ "This podcast is sponsored by Flaconi"
Touchpoint 8: Packaging Experience
→ High-quality box, personal touch
Touchpoint 9: Email (after first purchase)
→ "How do you like your fragrance?"
Touchpoint 10: Retargeting with a new product
→ Repeat purchase.
What Flaconi does right:
They use digital, print, influencers, and podcasts— not just ads .
Founder Paul Schwarzenholz said, "Classics like Chanel No. 5 are repurchased year after year. It was clear to us that there needed to be a good digital shopping experience for perfumes as well."
Their strategy:
→ Online for awareness (ads, social media, podcasts)
→ Print for credibility (magazine ads)
→ Influencers for trust (beauty YouTubers)
→ Email for retention (newsletters, repeat customers)
They operate across 10+ touchpoints —and are growing faster than the market.
EXAMPLE 2: CONSULTING (ROLAND BERGER)
Roland Berger – Munich-based strategy consulting firm, founded in 1967.
Today: 50 offices worldwide, over 3,500 employees.
Her services cost over €100,000. No one books her after just one LinkedIn post.
Here's what this touchpoint journey might look like (example):
→ Head of Germany posts about economic trends
Touchpoint 2: Think:Act Magazine (Print)
→ Award-winning magazine featuring interviews and trends (30,000 subscribers)
Touchpoint 3: Speaker at a conference
→ Roland Berger at Handelsblatt event
Touchpoint 4: White paper read
→ "Agenda 2035" – in collaboration with McKinsey & BCG
Touchpoint 5: Podcast interview
→ Head of Germany on business podcast
→ Roland Berger hosts a dinner for C-level executives
Touchpoint 7: LinkedIn interaction
→ Comment on a post
Touchpoint 8: Peer recommendation
→ "We work with Roland Berger—they’re the best."
Touchpoint 9: Website & Case Studies
→ Viewed portfolio
Touchpoint 10: Initial meeting booked
→ Trust has been established.
Touchpoint 11–20: Proposal, follow-ups, references
→ Deal.
Why so many?
Because 80% of B2B sales occur between the 5th and 12th contact ( JDB Engineering, 2025).
And yet: 48% of salespeople never follow up after the initial contact (Flowlu/Invesp).
Roland Berger knows that trust takes time. That’s why they use print, events, thought leadership, and networking —not just ads.
💡 THE PSYCHOLOGY BEHIND IT:
Mere Exposure Effect:
The more often you see something, the more you like it.
Memory Reinforcement:
Repetition transfers information from short-term to long-term memory.
Trust Building:
Every touchpoint = a little "I know you" moment.
After 7+ touchpoints, you’re familiar. And familiar = trusted.
CREATIVE TOUCHPOINT IDEAS (BEYOND ADS):
- Podcast sponsorship or your own podcast
- Webinars & Live Events
- User-Generated Content
- LinkedIn Thought Leadership
- YouTube tutorials
- Magazine ads (Think:Act, Vogue, Handelsblatt)
- Direct Mail (postcards, creative mailings)
- Event Sponsorship (Conferences, Trade Shows)
- Guerrilla marketing (pop-ups, street art)
- Speakers at events
- Workshops & Masterclasses
- Host networking events
- Collaborations with other brands
- Newsletter (weekly/monthly)
- White Papers & Case Studies
- Free Tools / Templates
- Community Building
The best brands combine digital, print, offline, and content.
WHAT YOU CAN LEARN FROM THIS:
✅ Plan multi-channel touchpoints
→ Not just social media. Include print, events, and podcasts as well.
✅ Don't give up after just 1–2 touchpoints
→ Most purchases happen after touchpoints 5–12
✅ Vary the content, not the message
→ Same brand message, different formats
✅ Get creative with touchpoints
→ Direct mail, sponsorships, events—it all counts
✅ Be consistent
→ Brands with consistent branding grow 23% faster (Forbes)
REALITY CHECK:
If you post something and think, “Nobody’s buying”— that’s normal.
You are at Touchpoint 1 of 10+.
The question isn't, "Why isn't anyone buying?"
Instead: "Where are my other 9 touchpoints?"
SELF-CHECK:
✅ Do I have at least 5+ channels?
✅ Do I use print, events, or offline channels—or just digital?
✅ Do I follow up after the initial contact?
✅ Is my brand message consistent?
✅ Do I track how many touchpoints my customers need?
"No" more than twice? You're missing out on sales.
MY 2 CENTS
Most brands give up too soon.
You post 2–3 times. Nobody buys anything. You think, "This isn't working."
But the truth is: You haven't reached Touchpoint 10 yet.
Be present. Be consistent. Be creative with your touchpoints.
The buys are coming. But only once there's enough trust. 🔥
See you next week—stay visible, stay consistent.
Chantalle
P.S. – If you feel like your touchpoints are all over the place, let’s talk about it. A clear touchpoint plan can double your conversion rate. ✉️ chantalle@boredbrands.studio
