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

6 comments:

  1. Guys,

    PLEASE GET THESE PUBLISHED.

    I want a little pocket book of "Cut Through the Crap". Maybe even a little Watchtower style pamphlet I can knock on clients' doors (or heads) with and evangelize.

    Amem brother.

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  2. Thanks.

    They are all on a broadsheet size long copy ad that we can send you print of if you like?

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  3. Brilliant!

    I'll drop you an email.

    Thanks guys

    J

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  4. The other problem is that it takes so long to get anything made, what with focus groups and indecisive clients, that often the agency itself is bored with an idea before the public have even seen it. I've known work 'progressed' out of all logical sense long before it's had a chance to stand on it's own two feet.

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  5. My PA passed on the cheese and spanners. My thanks.

    Would like a broadsheet sized long copy ad full of your useful advice too please. Gordon at notvoodoo dot come.

    Best,

    GC

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  6. KFC is to move from "Finger Licking Good" to "So Good" as it's slogan after 50 years. What would the Colonel make of that?

    Is it mean to say that Finger Licking Good as a slogan will be sorely missed and So Good isn't, well, so good.

    ReplyDelete