Published September 2002

In promotions game,
‘less is more’

“What we have here is a failure to communicate.” Cool Hand Luke, 1967. It’s a bigger problem now than it was then. The issue isn’t a lack of, rather, an overabundance. On average, we are subjected to over 2000 promotional messages every day.

The natural inclination, when promoting a product, is to deliver as much information as possible. This tack, however, usually reduces response levels. “Less is more” is the promotions game.

This is the final article of a four-part series on how to improve return on marketing investment. The theme throughout has been “focus.” To read the first three articles — on effective product, pricing and distribution strategies — go to www.snohomishcountybusinessjournal.com and click on the “Archives” button.

Promotion, the forth “P” in the marketing mix, involves a variety of techniques — primarily advertising, PR, sales promotion and personal selling — to communicate with customers and prospects.

The reason most promotion strategies fail or underdeliver is because the marketer attempts to communicate too much. Most campaigns lack the “focus” necessary to generate consumer action or recall.

The purpose of promotion is to get consumers to either buy now or remember the promoter when they’re ready to buy later. The biggest challenge lies in the message, not the media. Here are some tips on how to attract more customers with your promotion.

• Don’t follow the leader. The only way to differentiate your proposition from the competition is to be fresh and unique. Remember, you’re not just up against competitors for mind share, you’re among a multitude of other messages, too.
• Incorporate a hook. If you don’t get the prospect’s attention, your message will not be received. Lead off with an attention-getter — something that cuts through the clutter. It should also be relevant to your target market.
• Remain consistent with your proposition. Don’t advertise the “jelly of the month” in one ad, then switch to “100% natural ingredients” in the next. If you try to be known for everything, you’ll end up being known for nothing.
• Focus on one key message. Don’t try to cram in as much information as the medium will allow. It’s far better to create questions than answer them. Peek curiosity so the prospect has a reason to contact you for more information.

Case in point, if you have a relatively small voice (small market share and budget), it pays to communicate a single, simple message consistently. Altoids (over 100 years old) wasn’t even on the U.S. radar screen until they started advertising in Seattle in 1995 — with the same proposition they have today: “the curiously strong mint.” Now they’re a multimillion-dollar brand.

In concluding the series, my key message to you is don’t fragment your marketing efforts! Less is more. If you remain focused, consistent and integrated in your marketing mix (product, price, place and promotion), you will realize a stronger and more sustainable ROI.

Evaluate your current program for extraneous activities and inconsistency. In the marketing universe, narrowing your sights will expand your horizons. “May the focus be with you.”

Andrew Ballard, President of Marketing Solutions Inc. in Edmonds, develops brand leadership strategies for businesses and teaches strategic marketing through Edmonds Community College. He can be reached at 425-672-7218 or by e-mail to andrew@mktg-solutions.net.

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