A to Z of Marketing - K: Know When to Hold ‘Em

Easy, trigger fingers!

I know it’s tempting to change an ad campaign that’s working because you’re tired of it. However, as David Ogilvy says, “Don’t even think about changing your campaign until your accountant gets tired of it.”

Yes, you may want to take on a mistress font or positioning statement, or add a burst of color that’s not in your palette, or run something totally outside your established look “just because.”

But when the urge to diverge strikes, remember that brand consistency is key to marketing success. Five years ago, it was estimated that the average prospect had to see your business name 6 times for it to make an impression that stuck. Today, that number has risen to 9.2.

With all the marketing noise we face everyday, it’s difficult to break through to customers. So make it easy for them to remember you by being unique in your message, but consistent in your delivery.