Different Place, Same Face: Building a Cohesive Marketing Program Across Different Mediums
Sometimes it’s difficult to get everyone on the same page when it comes to marketing your business. Maybe the president of your company thinks that shots of the product and basic descriptions are the way to reach your customers while your Business Development team thinks you need humorous copy and pictures of money stacks to help get their attention.
Here’s the good news – you’ve got some passionate marketeers. Here’s the bad news – by letting everyone do their own thing you’re sending mixed messages to potential customers which could dilute the effectiveness of what everyone is trying to accomplish.
It is imperative that everyone in your company be saying the same thing verbally and visually and across all of the marketing vehicles you put out there. This consistency helps tell your company’s story while building brand recognition. It also lets you know when a message is really working well or conversely isn’t effective as it should be instead of leaving you to guess at which piece isn’t working.
Tip to Build a Cohesive Marketing Program
- Start with a theme. Sit down with all of the decision-makers and brainstorm about what visuals tell the story you are trying to convey to the customer. Come to a consensus on messaging and then roll that look and copy across all of your marketing media: web site, ads, collateral, etc.