Marketing and communication in 2011. How to cut through the crap. #7

SO HERE WE ARE IN 2011. Never has there been a more competitive time to be in the business of marketing. There have never been more ways of spending budgets. There has never been more pressure on budgets. Or, come to that, more theories about what you should and shouldn’t be doing. What is clear is that whilst many are waffling on about this trend and that development, some are simply getting on with doing things that get results. We are some of those people. And this is some of how we do it.

PART 7: REPETITION. REPETITION. REPETITION. 

Come back, we’re not advocating some 1950’s style bludgeoning of the public with banal messages.

However, have you noticed how few brands stick with an idea or theme for very long these days?

Marketing departments, boardrooms and advertising agencies tend to get bored with things long before people in the real world ever do.

Strong brands find a strong, long-term communication idea and stick with it.

NOTE. You do need to keep things interesting. It’s no good just repeating exactly the same thing over and over and expecting great things, you have to keep people surprised and interested (for how to do this, see Creativity & Craft).


PART 1: CREATIVITY & CRAFT ARE MORE IMPORTANT THAN EVER
PART 2: THE BEST COMMUNICATION IS STILL ABOUT PEOPLE 
PART 3: FOCUS YOUR COMMUNICATION ON CHANGING BEHAVIOUR, NOT JUST CHANGING ATTITUDE.
PART 4: BE DIFFERENT IN THE CATEGORY
PART 5: DON'T SPEND ALL YOUR TIME & MONEY TALKING TO FANS OF YOUR BRAND
PART 6: BE IMPATIENT & AMBITIOUS WITH YOUR TARGETS