Tuesday July 29th 2008

Sustaining your marketing visibility over time with limited intensity is more cost effective than shorter, more intensive bursts of activity.

One of the longest standing marketing conundrums remains unanswered in the market place; that is if you judge uncertainty by the volume of column centimeters written in articles and blogs and by the wide range of different campaign plans tackling similar situations. "Which works best? Bursts or continuous marketing activity?"

Sorry to disappoint the punters. Sad to have to try and squash debate. I hope I won't offend any who have built marketing careers backing both horses. But the truth is out

Legions of empirical evidence from across Continents, Campaigns and Categories proves that building a marketing presence over time works best.

We noted last week (#18 of Things.. July 24th) the necessity to deliver high target audience reach. So once you've done that stop and don't waste money doing more. Spread the money out over time and sustain visibility

Bursts just incorporate massive diminishing returns. Of course all media owners love bursts, they get the money faster.  Many agencies love bursts; they get their commissions in bulk. Marketing directors love heavy weight campaigns especially early in the financial years before the CFO can re-gather the unspent funds. But don't fall for these blandishments.

For anyone truly disposed to optimising marketing effectiveness resist these siren voices and just take  a calm approach to sustaining visibility. There are two groups who just love sustained marketing visibility; your customers and your shareholders. And their judgment really counts in cash.

For a range of commentary on advertising, media & marketing issues, John Billett's personal "Blogit with Billett" is at www.johnbillett.com (& click on "Blog" on the Home Page) or go direct to http://blog.johnbillett.com.