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Fewer messages, more
often. You should limit the number of messages you try to communicate
through marketing. If repetition fosters both awareness and trust,
you’ll do better working with a shorter list of messages communicated
more frequently than the long laundry list of messages many marketers
try to work with.
Beware of Boredom. If you’re doing it right — saying the same thing
over and over — you will get bored of hearing yourself speak long
before your message sinks in with consumers. In fact, financial
institutions frequently pull the plug on their marketing messages
prematurely. Whenever a bank or credit union gets a new head of
marketing, a new strategy and set of messages follow shortly
thereafter. Same thing when financial institutions change ad agencies;
the new agency almost always abandons the work of their predecessor(s).
Stick to your script. You’ll have to fight your boredom (or your ad
agency’s), because the temptation to do something new and different
will always be great. You may try to convince yourself that “the
audience has already heard what we have to say — they know this
already.” Don’t fool yourself. It takes years for some messages to
connect with consumers, and even longer if you’re trying to reshape
perceptions consumers have held for years.
Rethink how you spend your media dollars. Would you rather get your
marketing message in front of 30,000 people one time, or 10,000 people
three times? Instead of targeting your entire customer/member base with
the same message all at once, you’ll find greater success if you
segment your audience. The process of segmentation will, in turn, force
you to use better data/analytics when choosing the right groups to
target (i.e., which 10,000 consumers should you hit three times?),
which also allows you to tailor messages with greater
relevancy/specificity for your audience.
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