Make it a habit
Regular marketing activities need to become a habit of your organisation if you are to stay at the top of your game.
What do I mean by this?
It is much better for ‘marketing’ to become part of your regular workflow, your regular routines, for it to be at its most powerful and effective.
Sure, any marketing is better than no marketing at all.
I know of lots of small businesses that are too busy to find time to carry out marketing activities and it is the task that most commonly slips off the bottom of the to-do list. When you make it your habit, it becomes more effective and easier to manage.
The magic toothpaste!
Don’t wait until you’re not busy .
We regularly get called in by companies to carry out some ‘magic-marketing’ when the company is having a quiet period.
We often hear people say things like ‘we did some marketing, we had some really busy months but its all gone quiet again’.
This reminds me of the toothpaste advert on TV, the dentist recalls patients telling him they stopped using the magic toothpaste because their pain had disappeared but now the pain has returned.
Keep using the magic toothpaste, don’t ever stop.
Do it every day.
A Marathon not a 50m sprint
We regularly meet customers that say ‘we did some marketing once and it didn’t really work, so we gave up’.
Marketing always works, even when it doesn’t.
Marketing is something that needs to be carried out, tested, adjusted, carried out again, tested, adjusted and carried out again, in fact continuously to be at its most successful.
I cannot think of a single organisation still running the same advertising campaign it was 5 years ago, or even 5 months ago.
Marketing needs to stay fresh, it needs to evolve and it needs to be tested, measured and adjusted, which takes regular effort and commitment.
A lot like running a marathon.
A little marketing regularly is much better than once in a blue moon.
Stay in customers’ minds
Regular marketing activity puts you, your company or your product and services in front of your customers more often.
If you consider a certain furniture or hamburger company appearing on TV promoting products or services again and again and again.
And then once more.
They never stop.
Even if your product range or service changes little, customers need to be reminded about what you do and what you offer, even if you think they know it.