Persistent, consistent marketing messages means using a carefully crafted message that is repeated in all marketing materials. For instance, I have a client that prefers its Green-certified products to be referred to as “proven green.” Another client brands their products as taking cleaning to a new and healthier level, so we always say their products leave surfaces “hygienically” clean.
When developing a messaging strategy or reevaluating a current program, decision makers should consider the following:
• When using advertising, the old rule of thumb (saying you must run at least three ads with the same or a similar message before you can evaluate its effectiveness) no longer applies; today, that number has risen to six, and is going up.
• It takes at least 10 impressions before a targeted end-customer starts to recognize and know a company or its products; in this case, impressions typically refer to a combination of advertisements and article placements.
• As to PR/communications specifically, it normally takes at least three months to begin getting articles placed and published in trade publications. However, determining whether a program is working effectively can take about six (depending on the size of the program).
• In time, your biggest competitors will be those companies that have also developed an effective messaging strategy that entails both advertising and PR/communications.
The bottom line when it comes to persistent and consistent messaging is this: if you throw enough spaghetti against the wall, some of it’s got to stick. Try to make sure it’s your spaghetti—your message—that’s sticking.