The Navigator

If I was only able to share one thing about marketing, this would be it.

In all of my research, education and experience, it boils down to this.   Customers love consistency.  They need it.  We often think they like change such as flyers that look new and fresh each time.  The truth is – they don’t.  Think about major companies like Northwest and Delta who merge.  These two companies took months to make the transition and Northwest just recently took the Delta name and logo.  They let their customers know for months that they would be making changes long before they actually made them.  If they hadn’t, they ran the risk of losing many customers.

It doesn’t matter what field you are in, customers don’t like change and any change must be implemented gradually to be effective.  Having the same look to your brochures, flyers,  website, etc.  creates branding and customers begin to identify with that brand.  Even a color change can cause confusion.

When you develop your marketing plan,  come up with a look you are comfortable sticking with.  Include design elements such as where your logo shows up and the colors that you use  every time in everything you print.  One of the things I did when I worked at Elk River Parks and Recreation was have templates created so all flyers were consistent in their appearance.  I highly recommend this, not just for marketing, but also because it saves time in the creation process and fewer details are overlooked.  To be honest, it’s one thing I haven’t done in my current business that I will be implementing here soon.   I’m not sure why I haven’t because I know how much easier it makes everything.

Additionally, take a look at the next several months or even the next year.  What advertising opportunities do you have that you can always do?  Do you have a calendar of events on your website that you keep current?  Do you take out an ad, not once in a while, but on a regular basis in the local paper?  Do you send out a newsletter regularly?  Whatever you include in your marketing plan, include it without fail.  People will come to expect it and watch for it.  Partnered with consistent looking materials, they will begin to recognize your brand and take notice every time they see you somewhere.  Over time, you’ll be able to watch your numbers improve in all your opportunities.