Consistency in Your Marketing Message

Today, class, I’d like to talk about consistency. When you have what we marketers call a “campaign,” you want to make sure whatever you’re using is consistent across the board: on your website, in your collateral, in your emails.

I want to use Old Navy’s SuperModelquins as an example.

I first saw this new campaign on Facebook. There was a short, amusing video with these vivacious mannequins (if mannequins can be vivacious) talking about how Old Navy jeans made their butts look good. I enjoyed it. (This isn’t that video, but it’s a great “expose” on the story of the SuperModelquins)

[youtube]http://www.youtube.com/watch?v=WBQ49O-6eF8[/youtube]

Then I saw a commercial on television.

Then I got this direct mail piece.

I liked the way the message was consistent. It was clear how these mannequins were being used to sell me Old Navy products. I responded well (and that coupon will not be on my desk much longer. Shopping time!)

So my question to you is: are your marketing campaigns consistent? Do you take a concept and apply it to all the ways you reach people? If not, you could be wasting valuable marketing dollars and time.

• Identify all the ways you reach your audience: website, blog, email, Facebook, Twitter, press releases, videos
• Create a plan that uses all of these elements to spread your message
• Voila! Instant cohesiveness. Good job.