Consistency is key, any successful trainer or rider knows this is how goals are achieved.  

An Olympic level rider doesn’t reach that level by casual riding, it’s through a program of intense training and competing.  This concept holds true as well for companies that see a strong return on their advertising dollars.  They have a program that involves consistency to build awareness of their brand in the market.  Just like learning to post to the trot, it takes a bit to become familiar with feeling the rhythm of the gait and to build the muscles needed to sustain it.   However, after consistent practice it becomes second nature.  Consumers gain recognition and confidence in a brand through repeated exposure to it as well.  So when the time comes that they need a product or service such as yours, they’ll know what to do.

This is not to say that companies must have a huge budget for advertising.  Determine your budget and then try to spread it out over as long a time period as possible.