Rule #3 of Marketing: Consistency

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by Pete Monfre on March 9, 2010

In the buyer’s mind, consistency = quality. The rule of consistency can be applied to many functional areas in a business. When it comes to marketing a consistent message, consistently delivered to the right people will pay dividends.

Think of it this way. Drip marketing works because it delivers multiple “touches” over time. Consistent, high quality touches repeated over time. The medium might change (email, printed, on-line, publicity, advertising, etc.) but the net effect is the perception of omnipresence.   [click to continue…]

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Rule #2 of Marketing: Concentration

March 5, 2010
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Ever hear the term “scatter shot”? Or “shot gun approach”? While few of us would admit to such a lapse of common sense, the reality is that most small businesses engage in Scatter shot Marketing. The symptoms of this disorder include:

constantly trying to figure out who to call on
the reinvention of the prospecting process every [...]

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Rule #1 of Marketing: Simplicity

March 1, 2010
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Marketing success comes down to one thing: knowing the rules of the game. Think about that for a minute. Let it swirl around in your brain. Seems like common sense, right? You can’t win a game if you don’t know the rules. Over the last couple of decades of creating successful marketing initiatives, I’ve discovered [...]

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I hate the color blue.

February 5, 2010
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Eliminating Personal Preferences in the communications development process.
By Pete Monfre
Evaluating creative work is one of the most difficult processes anyone faces when executing a marketing or communications strategy. The pressure comes from the fact that these decisions can make the difference between the success and failure of an entire effort. It’s not that we [...]

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Pants on the Ground and the Macarana Gambit

February 1, 2010
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Here we go again. Mr. Pants on the Ground is this year’s William Hung and a viral sensation! It just shows that viral distribution for marketing and entertainment content is a viable ploy.
But wait a second. Viral has nothing to do Larry Platt’s rise to temporary fame.
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Seriously, why bother?

January 17, 2010
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What would it have taken to simply paint over the previous sign or get a new piece of plywood? Want to know why 90% (depending on who you talk to) of businesses fail? Because 95% of people who start them are idiots. (all percentages are my personal estimate). I do like the message they are [...]

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Why Do People Buy – Part Two

January 14, 2010
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So what does all this mean to marketers? (See Part One)
1. Advertising and marketing strategies should attempt to present an appeal strong enough to stimulate action toward satisfying one of Maslow’s basic human needs.
2. Maslow believes lower levels always take priority over higher levels so you shouldn’t attempt to sell products or services that only [...]

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