Marketing: More than a band aid; a strategy

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Marketing: More than a band aid; a strategy

Posted by: Liliana Grace
Category: Marketing

For better, or worse, our world has become instamatic. The need for the quick fix, “results now, or else,” frame of mind can sneak up on the best of us. Instant gratification is human nature.

I get it, when it comes to bottom-line marketing metrics, goals need to be pushed and met. Yet, we have to look at the holistic process and approach. What is your goal? Short term? Long term? A holistic marketing campaign will have both short-term and long-term goals. In nearly 20 years of creating and managing marketing campaigns, one thing ALWAYS wins out. Consistency, patience and the commitment to build a brand. So, what does that mean? It means you have to balance the need for direct response marketing and the quick wins with the longer more sustainable outlets all based on a solid strategy. Build your brand first and your ROI will always fall in line. Always.

In putting together the right marketing plan, you have to stop “adjusting” because it “isn’t working yet” and try to apply the next band–aid. You need bootstraps not band-aids.

In the marketing game, patience and persistence truly pays off. Think of some of your favorite brands The Geico gecko, “We’ll leave the light on” (Motel 6), “I’m loving it” (McDonalds), “Just do it” (Nike), “You’re in good hands” (AllState), “Got milk?” and so on.

Can you Imagine what would have happened if these companies abandoned those campaigns after a month or two because it didn’t change their world and skyrocket their numbers overnight? The sad truth is this is the number one mistake most companies make.

Perspective is everything, isn’t it? Seeing the net result of these long-term campaigns, no one can argue their success. A brand is not built in a day, a week, or even a month.

So, what does this mean for you? Invest the time and energy it takes into building a brand and cohesive strategy. It may feel expensive. It may feel like it isn’t working the first few months, but realize if it is one right, it will work. No exceptions.

Let me leave you with a case study.

We started working with a group in a major metropolitan area. They had a fraction of the budget they needed. They trusted us to revamp everything, including their website, and work on a branding campaign. They had set a specific number of clients they needed to be seeing. In the first year, the metrics were solid and consistent and we had 3 months that we over exceeded the goal.

In year 2 there were 6 months. By year 3 they finished 11 out of 12 months exceeding the goal.

Not convinced? Let’s talk about a business in a small market, a farm town. They were facing significant uncertainty and seeing less than a hundred clients a year. We did the exact same process with them and in the first year some steady growth and by year 2 they saw things grow. By year 3 they did in 1Q what they had done in an entire year just 2 years prior.

Consistency, brand creation and continuity always win.

Look at your brand. Evaluate it. Create a strategic plan and then stick with it. Let it work ☺

To your success,