Annuitizing Returns on Marketing Investment

ALTERNATE TITLE:   "Let's Wipe Out Marketing ADD in Our Lifetime!"

A recent cartoon by Tom Fishburne, "Still on Facebook," bemoans the all-too-frequent assumption by some execs that social media programs have short-term durations. The gray-haired senior exec in this cartoon is shown asking,"Why are we still on Facebook? I thought that Social Media was last month's campaign." 

Great capture of another iconic moment in marketing.

But, then Tom contrasts social media with advertising in the accompanying blog posting. Hold on there cowboy! Here's where we diverge experientially.

The fact is, the same thing is true of any marketing program — even advertising. PR, direct, event marketing, and advertising all require ubiquitous and consistent implementation over time. 

Think of it simply as "Out of sight -- out of mind." Markets have short memories, so hit and run campaigns will yield equally fleeting results. 

On the other hand -- and this is important -- a sustained strategy that keeps your name and value prop in front of your market via well-targeted tactics/programs will begin to earn annuitizing returns before long. When this happens, each ensuing touch point carries greater and greater impact. Because your market has been sensitized to recognize your brand and register its characteristics by all the previous touch points.

We're not talking immediate gratification. We are talking about durable, powerful brand development for the long haul. The kind that significantly increase your valuation multipliers.

Tom suggests we stop thinking in terms of "campaigns" and start thinking of "commitments." This is good, but I like to take it one step further. Instead of talking about of Marketing budgets as "Expense," it is more accurate to refer to it as Investment. 

Then, don't be surprised when you see your Investment earning Returns. That's the key indicator that you and your team have your heads around effective marketing, and are executing well.

Check out Tom's blog and cartoons here, and have a great day:  still on facebook | Tom Fishburne: Marketoonist

Are you a One Hit Wonder?

Another way to think of it is simply "Out of sight -- out of mind."

Markets have short memories, so whether you call them "hit and run campaigns" or "one hit wonders" this approach may cause a ripple in your website visits, but it will yield fleeting results.  (Super Bowl ads have been known to fall into this category, but don't get me started!)

Wouldn't You Rather Create Annuitizing Return on Your Marketing?
On the other hand, a sustained strategy that keeps your name and value prop in front of your market will earn annuitizing returns. In other words, the more you are seen, the more easily you will be recognized.  The more easily you are recognized, the more you will become preferred.  And, of course, if you are preferred, you will gain sales.  The more you sell, the more you are seen . . .  and so on, until you build quite a cache of brand equity along with enviable sales.

Whether you are marketing via social media, public relations, direct marketing, advertising or event marketing, the key is to maintain your visibility consistently and reliably.  (And the smart money will use multiple strategies -- two at least, three if possible). No where is this more important than in social media and web marketing in general.

Create a Rustle in the Bushes
The more activity you have on your blog, Facebook or Twitter account(s), the more likely it is that search engines will find you.  It's sort of like a hunting dog.  If the bushes are rustling with activity it will register in the dog's senses, and the dogs attention becomes attracted to the "e-rustling."  (Dog = Search Engine, Bushes = Blog, Rustling = Posts & Comments).

One of Tom Fishburne's recent cartoons takes a humorous and all-too-familiar poke at the One Hit Wonder mentality -- hope you enjoy it!

still on facebook | Tom Fishburne: Marketoonist