Advertising – consistency is key

Advertising - consistency is keyLet’s talk about advertising. How consistent is yours?

We all know how important it is to give customers a consistent brand experience; I’ve talked about it before. But consistency is also important when you’re attracting new customers to your business. And that means advertising frequently. You need a set monthly advertising budget and clear and consistent brand messages in every piece of advertising you put out there.

You don’t need a huge advertising budget to do this well.

There are many cost-effective strategies to consider as part of the advertising mix, including:

  • Print and online local directories
  • Putting your name and logo on vehicles, shop fronts, stationery and uniforms
  • Promotional material at community locations or non-competitive businesses, such as a local cafe
  • Advertising on the reverse side of receipts
  • Radio or local newspaper ads
  • Event or local community sponsorship
  • Trade shows and show bags
  • Telemarketing
  • Online advertising (such as banner ads)
  • Social media posts (such as sponsored posts or company pages)

However you decide to combine these strategies, consistency is key.

How do you create consistent ad content? 

Advertising is really about staying top of mind, so potential customers think of you first when they need your product or service. The more often people see and hear your message and name, the more likely they are to remember it.

But delivering a consistent message in your advertising doesn’t mean always using the same words or imagery.

It’s important to keep it fresh, but you need to share clear messages about what your business can do for potential customers across all those multiple platforms. How do you adapt your message for a 10 second radio spot or the back of your business card?

How does your business look and feel? 

Don’t underestimate the power of a consistent design scheme. Your advertising needs to match the look and feel of your logo, other marketing materials you have, even your product. Think of Apple – it makes sleek, shiny, silver and white products, and this style is reproduced across its entire brand – in stores, on its website and in its advertising.

Obviously you don’t have a budget like Apple’s, but you can take cues from them. If you’re a cleaning business, consider a clean and crisp brand image with lots of white. If your business is straight-talking professional service, you want a bold and simple design scheme that lets your message shine through. Businesses offering more creative services can get quirkier – you get the message.

Whatever you choose, use the same colour scheme, fonts and graphics across all your advertising material, and incorporate your logo and slogan into your designs.

Consistency in your brand design means consumers are more likely to recognise and remember you. It also gives your brand a personality – people can even relate to it.

Forget quick fixes 

We all want our advertising to provide an instant influx of new customers. While a great campaign might do that, successful advertising is continuous. It should provide a steady stream of business – and that will be better for your long-term success.

If your business is seasonal, if you’re launching a new product or gearing up for a big event then you should definitely dial up your advertising.

But in general, advertising won’t yield overnight results. That’s why it’s important to allocate a monthly advertising budget, and set time aside to plan and produce campaigns.

A whole-of-business affair 

It’s no use having a top-notch advertising campaign if it doesn’t carry over into the rest of your business.

Are your people delivering a consistent level of skill and expertise in dealing with customers? Often, inconsistency is enough reason for customers to take their business elsewhere, and the best advertising in the world might not bring them back.

Have you had success with long-term, consistent advertising? Share your thoughts with us below.

 

 

Comments

  1. Beth Niebuhr says:

    Lots of good suggestions. The strategies are great for local businesses and online ones benefit from the last 2 in the list. Consistency is so important. If customers don’t recognize your brand everywhere, it’s like having to start all over again in engaging.

  2. Lisa Swanson says:

    Consistency is so important when is comes to getting the word out there. I find a nice balance between on and offline advertising the most helpful.

  3. Created a strategy and budget for social media advertising. It has allowed us to be consistent, visable andgetting seen.

  4. Lisa Mason says:

    I completely agree. Consistency is very important. Great post.

  5. The main point here that sticks out here is consistency. If your product or service is not constantly seen everywhere and by everyone it will easily be forgotten especially with all of the competitors out there. You have to stand out and remind people often what you offer and why you should be the choice.

    • Vicky Savellis-Grant says:

      That’s true Michael it’s important staying top of mind and ahead of the competition. Thanks for your comments.

  6. These are excellent points, Vicky, and I appreciate the “consistency” reminder. I try to get business through organic results — and sometimes that helps — but I need to spend money, too. I have gotten good results that way. Of course, they need to be tracked so you know what works and what doesn’t.

    • Vicky Savellis-Grant says:

      Thank you Jackie. I agree tracking ad campaigns is essential for better decision making.

  7. Lorii Abela says:

    Consistency is an essential trait that helps you boost your business. If your client sees that you are consistent in your branding, the likelihood the client will trust you and your product.

    • Vicky Savellis-Grant says:

      That’s true Lori consistency is important in every aspect of business. Thanks for your comments.

  8. I’m a fan of integrated marketing, Vicky. Sometimes, people get fixated on digital marketing and forget the power of combining both sides. Good advice.

    • Vicky Savellis-Grant says:

      True indeed Sharon. Combination allows a wider audience reach. Thank you and I appreciate your comment.

  9. Great article. I really like your suggestions for advertising. You may have the best product/service but if no-one knows you exist you wont have a business for very long.

  10. Beth says:

    I am in the midst of creating a new marketing strategy for my husband’s mortgage company. It has been awhile since they have done any advertising so I am definitely looking at ways to be consistent without breaking the bank!

  11. So true Vicky… in ANYTHING, consistency is key

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