Blog post 050 Consistent marketing keeps your momentum going

Consistency breeds loyalty.

Franchises understand this. Consider the uniformity of the customer experience at Jimmy John’s. From food quality to store design to delivering on their brand promise of “subs so fast you’ll freak,” it’s absolutely clear what you’ll get when you walk into a Jimmy John’s.

Consistency builds trust.

Parents know that inconsistent rules and limits are confusing for children and leave them on shaky ground. The same goes for your customer relationships.  To build momentum keep your promises and be consistent with your communications. A monthly marketing piece like the one you are now reading should indeed be monthly.

Consistency is not hard to achieve.

Being consistent is easier for smaller businesses. You might think creating a marketing message is for large corporations. Writing your own marketing plan can feel like a nuisance, but imagine the challenge a national organization faces creating theirs. For the small company, your advantage lies in your numbers: A business with only a few employees can create a marketing plan over a cup of coffee.

A consistent message.

It is important to your marketing efforts that everything looks, feels, and sounds the same way. In order to get the benefits that repetition provides, this is absolutely critical. If your customers hear the same message over and over again, the same way each time, they are much more able to spread the word in the way you want it to be spread. This is where the "and they tell two friends" becomes your most powerful marketing tool.

Frequency of your message.

Frequency makes a difference.  Most people have a short memory when it comes to remembering a marketing message.  So constant reminders that you exist and have something to offer is necessary to establish the brand awareness.

It starts with a slogan.

What is a Slogan? In business, a slogan or tagline is "a catchphrase or small group of words that are combined in a special way to identify a product or company," according to Entrepreneur.com's small business encyclopedia.

What Makes a Great Slogan?

According to HowStuffWorks, a great slogan has most or all of the following characteristics:

1.  It's memorable.

Is the slogan quickly recognizable? Will people only have to spend a second or two thinking about it? A brief, catchy few words can go a long way in advertisements, videos, posters, business cards, and other places.

2.  It includes a key benefit.

Ever heard the marketing advice, "Sell the sizzle, not the steak"? It means sell the benefits, not the features -- which applies perfectly to slogans. A great slogan makes a company or product's benefits clear to the audience.

3.  It differentiates the brand.

Does your light beer have the fullest flavor? Or maybe the fewest calories? What is it about your product or brand that sets it apart from competitors?

4.  It imparts positive feelings about the brand.

The best taglines use words that are positive and upbeat. For example, Reese's Peanut Butter Cups' slogan, "Two great tastes that taste great together," gives the audience good feelings about Reese's, whereas a slogan like Lea & Perrins', "Steak sauce only a cow could hate," uses negative words. The former leaves a better impression on the audience.

Companies with memorable taglines and slogans

Nike:  "Just Do It"

Apple:  "Think Different"

McDonald's: "I'm Lovin' It"

Verizon  "Can You Hear Me Now?

Loréal:  "Because You're Worth It"

Milk Board: "Got Milk?"

M&M: "Melts in Your Mouth, Not in Your Hands"

Lay's: "Betcha Can't Eat Just One"

Meow Mix: "Tastes So Good, Cats Ask for It by Name"

State Farm:  "Like a Good Neighbor, State Farm is There"