Can’t Get You Out of My Mind
[by Carolyn Potts]
If there’s a jingle for a carpet cleaner or a chewing gum locked in your brain, you already know the power of consistency when it comes to brand recall.
Consistently delivering branded and relevant messages to a target audience is the cornerstone of marketing success. It’s that simple.
Since different audiences often prefer different channels, pick a few channels that you know your target responds to–and that you know you can afford to broadcast to regularly. Budget both your money and your time.
Caveat: a recipe to become overwhelmed–and ultimately drop the marketing ball–is to try to promote on every possible channel. Without a huge budget or staff, it’s just not possible for most photographers to consistently promote on all the channels available in today’s marketplace.
An incredible promotional piece sent out intermittently (regardless the distribution method), will rarely, if ever, create the same “brand awareness” that a campaign consistently directed over time will.
Brand awareness is critical. Why? Because when it comes to that ” Who you gonna call?” moment, you want it to be your name that’s stuck in someone’s brain.
Early on in my career as a rep, I learned it was not always the most-talented or visionary photographer –e.g., who I was repping 
–who got the assignment. It was very often the one who had the most top-of-mind awareness in the mind of the client.
Despite the increase in the number of “broadcast channels” (e.g., all things digital) available to
deliver your message, do not use marketing channels that you can’t maintain over time. Consistently.
It doesn’t matter if your target audience prefers to be reached via printed promos, emails, or tweets about your latest project; if you want top-of-mind awareness, it’s consistency that creates memorability.
Consistency is so powerful it’s the reason jingles get stuck in your head–and often wish you could get rid of them!
Double your pleasure.. double your fun…
Carolyn Potts, perpetual photo evangelist; international consultant & speaker; and former rep, shows seasoned & proactive photographers how to get more work. Find her at www.cpotts.com, http://bit.ly/FaceBookPottsConsulting and http://carolynpotts.net
