Multi-Touch Campaigns: Mastering the Power of Repetition
A few days ago, my five-year-old started singing “Chuck E. Cheese, where a kid can be a kid” while riding his scooter around the neighborhood. No screen in sight. No commercial playing. Just a jingle that stuck. (I bet if you know that song, it’s in your head now! You’re welcome)
We’ve all been there. A song you can’t shake. A brand name that pops into your head when you need something specific. A business that feels familiar even if you’ve only interacted with it a handful of times.
That’s not luck. That’s repetition.
In marketing, seeing a brand once rarely leads to action. Most decisions, especially during big life moments like a move, happen after people encounter the same message multiple times, across different channels, and at just the right moments.
Research consistently supports this:
- Consumers typically need multiple touchpoints before taking action, often far more than a single impression
- Studies frequently cite 7+ exposures as a baseline for brand recall, with newer research suggesting it can take 20+ impressions depending on the purchase and category
- Brands using multiple channels see significantly higher engagement than those relying on one-off outreach
And when it comes to new movers, repetition matters even more.
Moves are busy, emotional, and overwhelming. Great offers get missed. Good intentions get delayed. The brands that win aren’t the loudest, they’re the ones that show up consistently, helpfully, and at the moments that matter.
In this post, we’ll break down why one-and-done marketing falls flat, how repetition actually builds trust, and what multi-touch campaigns do differently to turn awareness into action.
The Power of Repetition
Most people don’t act the first time they see a brand. They barely notice it.
Have you heard of the Rule of 7? It suggests that someone needs to see your message seven times before remembering it. And while seven is the rule of thumb, more recent studies place that number even higher. One analysis suggests it can take more than 28 impressions before someone takes action.
That might sounds like a lot, but think back to the last time you found a new business. Maybe you first saw them while scrolling Instagram, then a friend mentioned them, then you passed by their storefront. By the time you finally engage, the brand probably felt a bit familiar, and that familiarity is what builds trust.
That’s what repetition really does:
- It helps people remember you
- It makes your brand feel safer and more established
- It keeps you top of mind when the timing is finally right
Why New Movers Need More Than One Touch
If you’ve ever moved, you know how easy it is to miss things. Mail piles up. Emails go unopened. Even a great offer can get set aside with the intention of “I’ll come back to this later” … and later never happens.
What makes new movers different is that they’re open, just busy.
Research shows that 90% of new movers are open to trying new brands for items, and if a brand reaches a new mover first, they are 5 times more likely to become a long-term, loyal customer. However, that doesn’t mean one message is enough.
In our experience working with new movers, it often takes a few well-timed reminders before someone is ready to act. Not because they’re uninterested, but because they’re juggling dozens of decisions at once.
Multiple touchpoints help because they:
- Catch movers at different stages of settling in
- Bring your message back up when priorities shift
- Turn a quick glance into real consideration
- Make your brand feel familiar instead of forgotten
A single touch might introduce you. A second reminds them you exist. A third often lands right when they finally have the time or need to act.
5 Steps to Build a Multi-Touch Campaign for Movers
Below are 5 practical ways to build a multi-touch campaign that works with how movers actually behave.
1. Start with an Early, Low-Pressure Welcome
Nobody likes feeling like someone is only talking to them to sell them something. Even when we walk into our favorite store ready to spend, we don’t like to feel pushed into a purchase- we want an experience that feels authentic and easygoing.
New movers are no different. They want a warm welcome from their new community, so your first touch should feel friendly, rather than salesy.
Right after move-in, your new neighbors want to see info that’s local, helpful, and nearby. Use this to your advantage and make your message stand out to them. Be the brand that acknowledges the moment and doesn’t ask for anything in return.
Great first touches usually:
- Say “Welcome!” in a genuine way
- Introduce who you are
- Offer something useful
- Avoid pressure or hard selling
This first touch is all about awareness; research consistently shows that early brand exposure increases recall and trust later, even if no immediate action is taken. You’re putting your brand on their mind, so make sure your “Hello, happy to have you here!” is a memorable one!
2. Follow Up When Priorities Shift
A week or two in, people start tackling their actual to-do list. This is when they start thinking about the bigger picture.
They’re saying things like:
- “We really need to find someone for…”
- “We’ve been meaning to take care of…”
- “Where’s that coupon?”
Your second touch should speak directly to where they’re at, in this phase of constant searching. Data regarding consumer behavior shows that once new movers begin to settle into their homes, they make a staggering 70+ brand decisions within the first three months.
That’s overwhelming, to say the least- and you’ll want to do your best to stand out. Which might include:
- Highlighting a specific service or product
- Offering a timely incentive
- Addressing a common post-move need
Your second touchpoint is perfectly timed and meets them right when their priorities sharpen.
3. Use Multiple Channels (Not Just More Messages)
Repetition works best when it doesn’t feel repetitive.
Multiple studies show that buyers often need 7–20+ impressions before taking action, especially for considered decisions.
With a multi-touch approach, you’re showing up in different places, not just sending the same message over and over.
Campaigns that combine channels consistently outperform single-channel efforts, in fact marketers using 3+ channels see significantly higher engagement than single-channel campaigns.
For reaching movers, that might look like:
- A welcome postcard
- A follow-up mail piece or booklet
- A well-timed email or digital reminder
Each touch reinforces the last without feeling intrusive.
4. Match Touchpoints to the Move Timeline
Moves don’t just happen in a single day; it’s a whole season.
Your mover campaign should align with those stages:
- Early days: awareness and introductions
- Weeks later: problem-solving and comparison
- Later: action and decision-making
When your messaging matches what movers are thinking about right now, it feels helpful and intentional- instead of being an unwanted sales pitch.
This really matters because context drives response. Without tailoring your message to their journey, even your best offers get ignored.
5. Keep the Tone Human and Familiar
Repetition amplifies whatever tone you use.
If your message feels generic, repeating it won’t help. But when your tone feels neighborly, warm, and genuine, repetition builds trust.
And the research backs this up:
- 71% of consumers are frustrated by generic messaging
- 96% say personalization increases their likelihood to purchase
- 73% of customers expect companies to understand their unique needs
- Personalized CTAs outperform generic versions by 202%.
- 80% of businesses report increased consumer spending (averaging 38% more) when their experiences are personalized.
For movers, personalization doesn’t have to be complex. Acknowledging their move, their timing, or their new beginning often goes a long way.
Conclusion
New movers don’t need louder marketing; they need consistency.
Send well-timed reminders that your brand exists… and can help!
Multi-touch campaigns work because they respect how people actually make decisions during a move. They build familiarity before urgency. Trust before loyalty.
When repetition is done with purpose, it doesn’t feel like marketing.
It feels like the right brand is showing up at the right time.
Are you ready to make repetition work for you?
Get Started
To discover how Welcome Wagon helps new families connect with businesses like yours- right as they move in. Call us at (800) 77-WELCOME or visit us at www.welcomewagon.com.
