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Achieving the Perfect Consistency...

Variety may be the spice of life, but perfect consistency is the key to a successful marketing mix. Here's the definition of "consistency" according to Merriam-Webster:

con·sis·ten·cy - agreement or harmony of parts or features to one another or a whole: correspondence; specifically: ability to be asserted together without contradiction.

The agreement and harmony of your marketing activities can indeed create synergy making "the whole greater than the sum of its parts."

Consistency will not only save you time by helping you simplify and focus your marketing efforts but, more importantly, it will help you set and routinely meet the expectations of your customers and prospects. And that equals a positive impact to your bottom line.

Here's how a consistent approach can maximize your marketing efforts:

Look & feel

If you are like most small and medium-sized businesses, you probably can't afford to waste time. How much time did you already spend creating your logo, deciding on fonts, a color scheme, website layout and/or storefront signage? Probably a fair amount. So why recreate the wheel when designing an email marketing campaign, a flyer, a landing page, etc?

If you have found a color scheme and a set of fonts and graphics that appeal to your audience and convey your desired image, stick to them and use them to strengthen your brand. The identity you establish will resonate with your customers and solidify the relationship.

Example: Tiffany & Co.'s box is a very distinctive robin's egg blue. If they had used pink, green and yellow boxes as well, they would have lost the opportunity to strengthen and emphasize their brand. Instead the Tiffany & Co. blue box and white ribbon are symbols of quality and luxury - symbols that Tiffany & Co. carries throughout their website, print catalogues, marketing materials, storefronts and other packaging.

Frequency & Timing

The frequency and timing of marketing communications will be different for every business. By testing alternatives and monitoring your subscriber feedback and unsubscribes, you can establish the frequency and timing that is acceptable to your audience. Then, be sure to adhere to it. While this is especially true with respect to newsletters that should be sent on a regular schedule, it is also true for other communication types.

Keep in mind that communicating too infrequently can be just as bad as communicating too often. If you wait too long to reach out to your audience, then your list and the permission you fought so hard to obtain can become stale. And, if your customers hear from you only once every six months, don't be surprised if you hear from them just as infrequently. So plan in advance. Take a look at your calendar to decide what information to communicate and when. Your schedule may change, but your plan will give you a strong foundation.

   Tone of voice

Is your tone warm and chatty, sharp and witty, crisp and professional? Do not be afraid to be unique. Establish your personality and tone at the outset and weave it throughout all of your communications to differentiate yourself from your competition. People connect and respond to one another on a personal level. So be human. Your customers will appreciate your individuality and unique character. Make sure it is present in all of your marketing materials and communications from customer letters and brochures to your website, welcome message, unsubscribe message, order confirmation, etc.  

Marketing mix

Each element of your marketing mix should support and strengthen the other elements. Every communication vehicle should "feed off" another. Smart marketers know that consumers collect their information bit by bit over time, and that all pieces are important. An email marketing campaign, a newspaper ad, flyer distribution or direct mail drop can be used in conjunction to make your overall campaign more powerful and profitable.

Example: If you are promoting a seminar or event via a direct mail invitation, include an alternative call-to-action like "If you cannot attend our seminar, sign up for our monthly email newsletter at http://www.coolmonthlynewsletter.com.

Your overall marketing objective is to position your company as an expert and obtain additional opportunities to communicate. This alternative call-to-action and communication vehicle gives you two ways to achieve your goal thus increasing your chances of success.

Finally, being consistent does not mean you should stop being creative. There's always room to enhance your image and your interactions with your customers and prospects. Just remember, when you make changes, update everything. And consistently monitor your results to make sure they are consistently good.