This is one of the most important concepts in marketing but with the hustle and bustle of running a business, it often gets ignored. This common problem has plagued everyone from Fortune 500 companies to local Mom & Pop stores. Luckily, keeping a campaign consistent is something an experienced advertising account executive is very familiar with. To help us learn more, we invited Mass Media Marketing Account Executive Ashley Drummond Viebrock to share her thoughts on what makes a campaign consistent.
Ashley recommends starting with your website. A website is the hub of your marketing campaign. Think of it as your 24 hour store front. If your brand identity and marketing message are not clear to the consumer on your website, you are hindering customer calls or visits to your store. This is your opportunity to show the world how you envision your business. The look and feel of your website should be reflected in all business materials.
In all marketing advertisements and materials, keep your logo, color schemes, fonts and verbiage consistent. Feel free to vary photos and images on your ads but don’t go for a drastic change. Retaining the same look and feel in your advertisements allows potential customers to recognize and remember your business. Think back to your high school or college sports teams. You would never catch a Georgia Bulldog wearing orange onto the field! Keep this in mind and keep your business materials uniform. Remember to always include your phone number and website address on advertisements so potential customers can find you!
You should also keep consistency when purchasing ad space during your campaign. This takes commitment. Our clients who see the most success designate a budget for the month that they are comfortable with. They remain committed and consistent when running their ads which typically translate into a nice return on their investment.
Mass Media Marketing Owner Rick Donaldson and Account Executive Courtney Prouty leave us with these words of wisdom: “It can be tempting for clients to change up their message frequently because they want to see something different, but it’s important to remember that just when you become tired of the message, that’s the time when the message is just beginning to resonate with your audience – so stay the course!”
