Consistency, connecting and the campaign syndrome

This may be a long article. Bare with me. It’s important.

We’re so fixated on the spike. Seeking virality. Getting our message out to our audience when we need to.

Let’s start with the following. Exhibit One.

The seasonal campaign

Not that he ever stands still long enough to get the chance to read it, but I bought my beagle a new tag when we moved house last year.

So, Pet-Tags sent me the email above a few days before Valentines. Because, let’s face it, I hadn’t purchased my dog a Valentine’s day present. I’m going to contradict that opening headline statement. You know what’s NOT perfect for Valentine’s Day? That’s right, a dog tag. In particular, a heart shaped dog tag. FOR MY DOG.

You know what? They could have gotten away with it. Here’s how.

A consistent and tongue-in-cheek series of emails that land in my inbox prior to notable days in the calendar. Something that will make me smile. Something to remind me of my pet’s devotion. It’s not difficult. In their database is the name of my dog and my name. Make a video. Do something clever to inspire me to purchase.

The key is consistency

The antithesis of the ‘push it out’ campaign-thinking.

There’s a great Italian restaurant in our village. I’ve never ordered off the menu. The dishes on the specials board are consistently delicious. There are two dozen options on the conventional menu. But, through trust I know that the few choices on the specials menu are just that. Pretty damn special.

Consistency doesn’t have to be about doing the same thing over and over. It’s not about simply showing up. It’s about being there and giving your best. Consistently giving your best.

What happens when I take my seat at the restaurant and there’s no specials on the menu tonight? It’s never happened, but what happens? I order from the conventional menu. I’m sure it’ll be a great dish. But, consistency is broken. The next time we go to book, maybe I’ll think twice. Mayve I’ll decide to try another restaurant?

Consistency drives momentum. It’s about making your audience feel like they’re part of something. A club. A society. A separate way of thinking. You only induce that feeling when you focus on being consistently good.

Starting the journey

Last week I set about a new adventure. Working with The Content Revolution author, Mark Masters, we’re concocting something new – our weekly podcast, Marketing Homebrew

We’ve just launched episode one. Was it feast of listening pleasure? Not by a long stretch of the imagination. But, we’ve started this journey and we’ll make damned sure we continue it. We’ve set out our objectives. We’ve invested our time. Now, it’s about build momentum through a consistent approach to our delivery.

A weekly podcast following a similar format (1/2 hour shows) with a new agenda each week. Consistent delivery. Consistent theme. Varying conversations.

When you put something ‘out there’ whether it’s a podcast, your blog or a video series you need to focus on the momentum you’re building. This is about the long haul. Building a marketing asset rather than seeking the temporary ‘look at us’ moment.

When you put something ‘out there’ start by making a promise. Ignore the stats. Set expectations low. Why? Because you’ll start out average. Only through consistency and belief will you make that ‘something’ brilliant. Promise that you’re doing something of value for your audience and something that you believe in. Your job is to convince your audience of  your belief.

Will somebody subscribe to our podcast off the back of one listen to our debut episode? I doubt it very much. Maybe when they come back the third or forth time will they are prepared to exchange 30 minutes of their time for what the podcast will hopefully inspire them to do.

Through consistency comes ownership.

Once you own something you’re ready to share it.

Template-driven seasonal campaigning isn’t about ownership. You’re hiring a billboard. Just like Twining’s are doing below with their Valentines ‘promotion’.

Hey look, a box of tea for your cherished one.

The campaign message (as above) is the same one rolled out each and every season. Gorgeous gift sets for Christmas… Father’s Day… Mother’s Day. Maybe even one for my dog?

Consistency isn’t enough if it’s predictable.

Consistency should lead to connection.

This is about accompanying your audience on a journey. It’s not about holding up placards in their face with drab promotions that mean nothing to anybody. Be something to someone.

What says love more than a cup of tea when your partner least expects it, but needs it most? It’s not about ‘putting the kettle on’ it’s about thinking of of others. Rather than trying to flog a tin of tea, how about a simple message, imagery or video that symbolises that love? The cup of tea can become powerful when in the right hands.

Do you try and sell a tin of tea, or do you sell the moment that the tea will create? For Valentines and so on.

Twinings could be owning that moment. Instead, they’re trying to sell products. That’s campaign-thinking over consistency and connection.

Knowing what connects

Huckberry are one of my favourite retailers. Everything about their marketing screams connection.

Huckberry sells outdoor gear. A club for the outdoorsy… you have to register to access:

Then, consistently, each week you receive offers from brands you may not know, products you may not know you needed. Each week the email is signed off with the same consistent message. See you out there.

Huckberry are there for the journey. The moments. The connection. They’re building something extraordinary that a lot of conventional online retailers can learn from.

The connection Huckberry have with the audience is real. They share the same passion for outdoors living and life. They share the same mindset. The weekend is about the adventure. The connection is valuable. They’ll see YOU out there.

I’ll try and wrap up now. Here’s my point – there’s doing and then there’s doing something less ordinary.

We’ll all so busy doing that we don’t grant ourselves the time to think about what we’re looking to achieve through our doing. We’re placing shackles on our online business, through the process of campaigning, that’s stopping us from connecting with our audience.

What’s on your specials board today?

Campaigns follow trends. Consistency is about the long haul. Focusing upon your motive and the delivery of something a little less ordinary. Connection is the result. Not with everybody. You won’t appeal to everybody. You won’t need to appeal to everybody.

Create a specials board. Offer something less ordinary. Create a podcast. Share your processes and your thinking. Allow people to buy into what you stand for.

Be bold. Just stop doing the ordinary.

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