Consistency fuels your marketing success………
Consistency travels many avenues in marketing. Consistency in brand image, and consistency in execution of your brand message. When a consumer hears the same message in the same way at each point of contact, it builds brand awareness. This awareness makes your brand recognizable, differentiating you from your competitors. It also ensures that anyone talking about your brand talks about it in the way you want it to be talked about. Consistency in execution is where the future of your appointment book lies. The more you invest in it, the higher our returns will be.
Customers have expectations for your services, and you work hard to fulfill those expectations on a daily basis. And just like consistency of service allows you to stand out from your competitors, it will also be critical when it comes to planning your marketing efforts.
Here are a few tips to get on the path of CONSISTENT success:
1. Create a schedule each month. Allow this to include your e-marketing schedule, your social media campaigns, and any additional marketing mediums your may be using. Need help? Download Millennium’s 2016 Salon and Spa Marketing Calendar.
2. Link your business Instagram account with your Facebook account so to save time on posting what you post on Instagram appears on Facebook should you desire that
3. Rotate posting at least 3 times a week. If you post one week on Monday, Wednesday, and Friday, the following week post Tuesday, Thursday and Saturday always rotating times of day.
4. Are you crunched for time during your busy week but free on the weekends. We recommend using HootSuite to schedule all of your social media needs in advance to help you assure consistent delivery.
How do you create consistency and recognition for your brand or company?
It’s actually relatively simple if you utilize a few basic concepts when creating your marketing materials and advertising campaigns:
1. Have an identifying logo for your company or brand.
2. Utilize the same type of graphics and elements in all marketing materials and advertising.
3. Keep your color scheme consistent, even the shading you use.
4. Use the same style of fonts in all materials, and limit your use to only 2 or 3 different font typefaces.
5. Deliver a consistent, unified message with similar verbiage in all campaigns.
6. Have a plan and a dedicated marketing and advertising budget, and stick to them.
By keeping your imagery unified and delivering a consistent message, you will ensure that whoever encounters multiple pieces of your material or advertising “gets” the continuity of your message.
A lot of companies are tempted to change up their message and imagery frequently, but this can actually destroy cohesion and create a sense of chaos. Remember that while you may see every piece of marketing your company produces, individual consumers are only exposed to a portion. So if you start to tire of your message or campaign, that’s when the message is beginning to resonate with your potential customer and your plan of action is actually starting to work!
Marketing is not a one and done type of thing. It is a round the clock 24/7 effort.
This post was written by Jennifer LeBlanc, Director of Marketing and Operations Manager at Salon Rootz, Inc. located in Medina, Ohio.
Self-taught and educated, Jennifer works to connect customers in today’s technology driven society to the Salon Rootz brand. Over the past seven years Salon Rootz has captured a number of industry awards, including the SALON TODAY 200 (2012, 2013, 2014, 2015,2016), and the STAMP award for creative marketing (2012, 2013, 2014, 2015, 2016). Salon Rootz, Inc is owned by Jennifer Tryon and Sheila Barco.