Recently, I was reminded about one of the greatest business stories ever written. You may have heard it… The Tortoise and the Hare.
The lesson is sometimes speed kills. But, steady forward progress can win the race. The same parallel can be drawn in advertising. There are many Lafayette companies I have worked with that start out wanting large explosive events and they invest a boatload of money in this short term tactic, with high expectations. After the buzz of the event wears off, they look at me wondering why there is no long-term gain from the short-term bounce? That short burst of activity can get you noticed but rarely, if ever, makes a long lasting impact on the sales line – and certainly never matches the expectation of the investment.
When companies do any kind of short term marking to generate business there is a belief that there should be a massive outpouring for support for the business, right? That just isn’t the case. Why does this not carry over, when the event, marketing burst, or trial is over? Humans are distracted, by as many as 6500 external messages every day. In order to stand out, you, as a Lafayette business, need to maintain a loud presence to rise about the noise, every day.
On the other side of the coin, the tortoise side, we have Lafayette advertisers who are consistently building market equity through long-term advertising messages. These savvy business professionals are continually messaging the market, day in and day out, making steady forward progress. They see the fruits of their labor week over week and month over month. They become trusted by the audience, they become known and accepted, therefore a company of choice when it comes to that particular product or service. They tend to occupy the position of authority when it comes to that particular product or service category. They dominate the conversation in their arena.
Think about the advertisements you hear most often. McDonald’s, Home Depot, Geico…the reason they are consistently the most active is to maintain their share of the voice in the marketplace. They want to be part of the long term conversation with the consumer. They want steady forward progress. They don’t wait until Christmas, Valentine’s Day or Mother’s Day to become the company of choice. They understand that consumers need to pass through different stages of awareness in order to take action. They have a long-term, steady approach that always beats the short term, fast play. Wait a second, these are big, national conglomerates with extremely deep pockets, how do we expect to compete with those guys?
You don’t have to mortgage the house to be a Lafayette advertising success. You do, however, have to follow some simple rules. (1) Figure out who it is you want to speak to – and don’t answer everybody, because if you try to be all things to all people you will become nothing to anybody. (2) What is it you would like them to walk away with upon hearing the message? (3) Is the message credible? – don’t make absurd or ridiculous, unsubstantiated claims. (4) Figure out the emotional impact of the message on the consumer. (Hint – have one, not zero), And (5) What action do you want the consumer to take after engaging with the message?
These basic principles form the foundation of a great message. Deliver this message with enough frequency to be important to an audience that is most likely to consume your product or service in the first place. This will turn your company into the tortoise and you can fend off competition from all the hares popping up around you. Deliver the message with consistency, every month, creating steady forward progress for your Lafayette business. Do so as the loudest voice in your category. This will be the your formula for a predictable, victorious future.
Not sure what to do, where to get started or what any of this means? Call me directly at 765-637-2143 or send an e-mail to firstname.lastname@example.org. We can schedule time to discuss your situation. We can show you what success looks and sounds like. You can be the tortoise that wins the race.
Neuhoff Media Lafayette
Certified Radio Marketing Expert