I keep talking of the single target market, the messaging , the related supporting “infrastructure ” . Marketing books talk about the 4Ps and various other different ways to structure your marketing.
What gets missed out is the consistency to ensure that we follow what we plan. A lot of times, some new urgency comes up and what was planned gets put on the back burner to attend to the urgency.
One of the ways you create a brand is by ensuring that your customers see you on a consistent basis and remember you when they have to take a decision for that kind of a product. Everyone knows Coke, so why advertise. But the Coca-Cola company wants you to first think and ask for a Coke when you’re thirsty. That’s consistency.
Even in B2B , where decisions are generally not impulsive you have to ensure that you are consistently messaging your audience. You have to be patient with B2B because you don’t know when a requirement comes up and they reach out to you because you have been consistently following up.
That’s why the concept of Marketing Stamina becomes even more important. You have to plan with a 3 year window and keep focused to ensure that you are always “in the game”
Till next time then.