Consistency in Your Marketing Message
Written on March 9, 2009 by admin
Today, class, I’d like to talk about consistency. When you have what we marketers call a “campaign,” you want to make sure whatever you’re using is consistent across the board: on your website, in your collateral, in your emails.
I want to use Old Navy’s SuperModelquins as an example.
I first saw this new campaign on Facebook. There was a short, amusing video with these vivacious mannequins (if mannequins can be vivacious) talking about how Old Navy jeans made their butts look good. I enjoyed it. (This isn’t that video, but it’s a great “expose” on the story of the SuperModelquins)
[youtube]http://www.youtube.com/watch?v=WBQ49O-6eF8[/youtube]
Then I saw a commercial on television.
Then I got this direct mail piece.
I liked the way the message was consistent. It was clear how these mannequins were being used to sell me Old Navy products. I responded well (and that coupon will not be on my desk much longer. Shopping time!)
So my question to you is: are your marketing campaigns consistent? Do you take a concept and apply it to all the ways you reach people? If not, you could be wasting valuable marketing dollars and time.
- Identify all the ways you reach your audience: website, blog, email, Facebook, Twitter, press releases, videos
- Create a plan that uses all of these elements to spread your message
- Voila! Instant cohesiveness. Good job.
Nice collection of resources! I’m more clueless than a figure-skating moose when it comes to fashion (geek stuff, yes, fashion, no) but can definitely appreciate the consistency message (ie, similar to the ’7 exposures’ customer theme to which many marketers adhere).
Thanks for the marketing tips! Now I have to figure out how to keep the message consistent across emails, twitter, blog, etc.
Barbara and Katie–
Thanks for the comments! Keep ‘em coming.
I couldn’t say that I’m consistent enough because sometimes I tend to change my marketing technique when I believe that my technique is wrong.
Paul U–
It’s perfectly fine to change your technique when something’s not working. But when you start a campaign, do so consistently, across multiple channels. Otherwise, it definitely won’t work!
Awesome and useful lesson. I think your approach is not just relevant to people in retail marketing
http://iloveclosing.com/2009/03/29/stinky-sales-collateral-101/
Howdy
The Closer
I work for http://www.lvmannequins.com and just came across this blog. This marketing message from Old Navy is nothing really new. Companies have been doing it for years. The only thing Old Navy has done is been able to keep it in the public eye. The more people talk about it the more they will sell. Marketing 101.