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A lot
has been written about consistency in marketing, and for good
reason. Consistency has nothing to do with the strategy being
deployed but the repetition of the strategy. Consistency breeds
familiarity, familiarity breeds confidence, and confidence
breeds sales. If your products or services are of sufficient
quality, your consistency in your actions and confidence in
your skills will attract buyers more than any other attribute.
When a
consumer hears the same message in the same way at each point
of contact, it builds brand awareness. This awareness makes
your brand recognizable and easy to differentiate your products
and services from your competitors. It also ensures that anyone
talking about your brand talks about it in the way you want
it to be talked about.
Consistency
is the key to sustain success in business. You can create
new products and services; you can improve your existing ones
and offer new options. But keep your customer experience consistent.
Customers stay with you for a reason: They rely on you for
quality and services; they trust you and they know what to
expect from you.
A business
can not operate in reactive mode all the time and marketing
can not always be thought as an instant solution to current
financial problems. Most companies spend a lot of time developing
workable strategies get all the material ready and then work
it for only for few months. Why only few months? Mostly because
the strategy is not showing instant results and the person
working the strategy gets bored or forgets to keep working
at it. This lack of consistency will kill the marketing strategy,
no matter what the strategy is, and a company will end of
up with a bunch of idea that never worked.
When we
first began to market Mastermoves, we produced a TV infomercial
and spent a lot of money advertising on television. Could
we afford it? Of course not. But we believed that television
was the key to our success. But with the number of dollars
we had to invest, television was a bad strategy because we
could afford to run only few commercials per week on the lowest-rated
show at the time. Ratings are virtually meaningless with only
few spots a week.
Today
we have consistent free exposure on TV enjoying exceptionally
gratifying profits as a result. Unless you can use a medium
effectively, you shouldn't use it at all. We were able to
salvage our business from a disastrous TV experience. Instead,
we focus on creating an better customer experience by offering
online personal coaching and weekly newsletter with tips and
strategies for optimal fitness. We have learned that marketing
doesn't end with the sale. We are committed to our marketing
strategy and we see it as an investment. We are consistent
and patient, and we have tested and refined many marketing
techniques to be able to sustain business and serve better
our customers expectations.
If you
think of the time and or money it takes to learn how to market
a product or services, create a marketing plan, and then implement
the plan. If after 3 months, you stop doing it you are back
at square one and will have to spend that time and money again
on another marketing tactic. There are so many tactics to
choose from traditional and internet marketing that it can
be a trap to drop what you are currently doing and jump to
another.
This is
not to say you should stick to a marketing tactic if you are
not getting results which would be detrimental to your business.
Instead if you have selected them carefully then keep with
them, tweaking slightly if you need to, but don't just start
and then stop and start using another one.
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Maintaining
Consistency 
