A strong marketing strategy doesn't stop and start based on how things are going or even what promotions you're running. It's consistent. Your company should always be sending out a consistent message to your audience in good times and bad. Advertising consistency is the key to building a long-lasting, relevant brand.
In the middle of the COVID-19 crisis, many companies reacted by pulling back ad spend. Right now, however, advertising consistency is more important than ever. To keep your brand top-of-mind, you'll want to deliver a consistent advertising strategy that keeps your customers engaged no matter what comes their way - especially the competition.
Good Things Take Time
To see steady success with your advertising, you have to work at it over time. Imagine that you're a real estate agent, and you need a steady influx of customers to keep your business running smoothly. Customers may not be ready to buy a new home the first time they see your ad, but they'll start to associate you with buying or selling a home as they continue to see you. Since you’ll be top of mind, when they're ready for a realtor, they'll be more likely to turn to you rather than your competitors.
On the other hand, imagine a restaurant whose primary advertising focus is seasonal specials. During the summer months, when it has a chicken wing deal, the restaurant sees a steady business stream. After those ads stop, business often tapers off. The restaurant is no longer top-of-mind for hungry customers--and the business coming through the door shows it.
Advertising regularly can boost trust in your brand by more than 30%. Consumers expect to see your ads in certain spaces, and they expect them to progress in a certain way. Remember that marketing is like building a relationship: it doesn't happen overnight. Through regular advertising and consistent fulfillment of customer expectations, you develop a relationship with your customers--your current client base and consumers considering your business. As trust grows, consumers are more ready to make buying decisions.
Your ads can also help enhance your existing relationship with current customers. They allow consumers to engage in regular conversations with your brand, in turn, bringing them back for future purchases. It's not a process that can be rushed. As you put the time into your consistent marketing efforts, you will reap the rewards.
Consistency is Key
If you only advertise when you have a promo or launch, you won't see consistent results. Consumers quickly forget the ads they saw days, weeks, or months ago. A pizza delivery service might attract consumers during football season with its regular Game Day deal. Still, if the company stops advertising, consumers will quickly turn to a competitor for their weekend meals.
Likewise, a company that advertises heavily when it launches a new product may get a quick influx of new business, primarily if it addresses a serious customer pain point. Unfortunately, that business may quickly drop off when the ads stop. New customers can't gain awareness of a brand that does not advertise, and current ones may fall away more quickly when they view ads from your competitors, but not from you.
Consistency also helps build brand loyalty. Customers are 71% more likely to purchase from a brand they trust. When you put out regular, consistent ads, you can help your customers build an emotional connection while encouraging them to relate to your brand.
Television ads are a great way to achieve this sense of connection. Consumers are more likely to trust brands that advertise on television than the brands they see online alone. Your consistency over time--in your messaging, branding and image--helps encourage customers to remain loyal to you. Then, when they're ready to make a purchase, they consider your brand as a viable contender.
Advertising in fits and starts can help bring in some immediate business, but it won't help you maintain the consistent business you want. If you're struggling to build or maintain consistency, a media partner can help. Not only can a media partner help you develop an annual plan, but they can also put together an advertising schedule that will maximize your reach while preventing consumers from getting tired of your ads. By building consistency, you'll discover that you can earn your customer's trust while encouraging them to keep your brand top-of-mind.