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Achieving the perfect consistency
Variety may be the spice of life, but perfect consistency is
the key to a successful marketing mix. Here's the definition
of "consistency" according to
Merriam-Webster:
con·sis·ten·cy - agreement or harmony of parts or
features to one another or a whole: correspondence;
specifically: ability to be asserted together without
contradiction.
The agreement and harmony of your marketing activities can
indeed create synergy making "the whole greater than the sum
of its parts."
Consistency will not only save you time by helping you
simplify and focus your marketing efforts but, more
importantly, it will help you set and routinely meet the
expectations of your customers and prospects. And that
equals a positive impact to your bottom line.
Here's how a consistent approach can maximize your marketing
efforts:
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Look & feel
If you are like most small and medium-sized businesses,
you probably can't afford to waste time. How much time did
you already spend creating your logo, deciding on fonts, a
color scheme, website layout and/or storefront signage?
Probably a fair amount. So why recreate the wheel when
designing an email marketing campaign, a flyer, a landing
page, etc?
If you have found a color scheme and a set of fonts and
graphics that appeal to your audience and convey your
desired image, stick to them and use them to strengthen
your brand. The identity you establish will resonate with
your customers and solidify the relationship.
Example: Tiffany & Co.'s box is a very
distinctive robin's egg blue. If they had used pink,
green and yellow boxes as well, they would have lost the
opportunity to strengthen and emphasize their brand.
Instead the Tiffany & Co. blue box and white ribbon are
symbols of quality and luxury - symbols that Tiffany &
Co. carries throughout their website, print catalogues,
marketing materials, storefronts and other packaging.
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Frequency & Timing
The frequency and timing of marketing communications
will be different for every business. By testing
alternatives and monitoring your subscriber feedback and
unsubscribes, you can establish the frequency and timing
that is acceptable to your audience. Then, be sure to
adhere to it. While this is especially true with respect
to newsletters that should be sent on a regular schedule,
it is also true for other communication types.
Keep in mind that communicating too infrequently can be
just as bad as communicating too often. If you wait too
long to reach out to your audience, then your list and the
permission you fought so hard to obtain can become stale.
And, if your customers hear from you only once every six
months, don't be surprised if you hear from them just as
infrequently. So plan in advance. Take a look at your
calendar to decide what information to communicate and
when. Your schedule may change, but your plan will give
you a strong foundation. |
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Tone of voice
Is your tone warm and chatty, sharp and witty, crisp
and professional? Do not be afraid to be unique. Establish
your personality and tone at the outset and weave it
throughout all of your communications to differentiate
yourself from your competition. People connect and respond
to one another on a personal level. So be human. Your
customers will appreciate your individuality and unique
character. Make sure it is present in all of your
marketing materials and communications from customer
letters and brochures to your website, welcome message,
unsubscribe message, order confirmation, etc. |
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Marketing mix
Each element of your marketing mix should support and
strengthen the other elements. Every communication vehicle
should "feed off" another. Smart marketers know that
consumers collect their information bit by bit over time,
and that all pieces are important. An email marketing
campaign, a newspaper ad, flyer distribution or direct
mail drop can be used in conjunction to make your overall
campaign more powerful and profitable.
Example: If you are promoting a seminar or
event via a direct mail invitation, include an
alternative call-to-action like "If you cannot attend
our seminar, sign up for our monthly email newsletter at
http://www.coolmonthlynewsletter.com.
Your overall marketing objective is to position your
company as an expert and obtain additional opportunities
to communicate. This alternative call-to-action and
communication vehicle gives you two ways to achieve your
goal thus increasing your chances of success.
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Finally, being consistent does not mean you should stop
being creative. There's always room to enhance your image and
your interactions with your customers and prospects. Just
remember, when you make changes, update everything. And
consistently monitor your results to make sure they are
consistently good.
Email
Marketing Video Tutorials Show you how to plan, create, and send
successful newsletters.
Read Email Marketing Tips
and Lessons written by Michelle Keegan, Constant
Contact's Email Marketing Diva.
Learn E-Marketing Lingo from the
glossary of Email
Marketing terms.
| by Michelle Keegan, Constant Contact's Email
Marketing Diva(TM) |
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