April Newsletter: Stay Consistent

Hey Friends,

Spring is finally starting to make its way into the Bluegrass to stay! Along with Spring and the month of April, a lot of us are realizing that, “Holy cow, we just closed out the first quarter of the year!” And, if you hadn’t come to grips with that yet, I am sorry for bringing it up.

With that being said, how was your first quarter? Positive or negative in comparison to years past? Did you make changes for yourself and/or your business? That is a lot of questions, but it is also something to think about as you prepare for the next 3/4 of the year!

I want to focus this month on BEING CONSISTENT! Consistency is important on so many levels but we are going to focus on three main points as to why it is important.

1 : Be consistent in your branding. How many of you can picture the Toyota, Target, Apple, and Pepsi logo? Yes, they are all major brands but isn’t that your business goal; to be the major brand or company in your area? I thought so! These companies use the exact same logo across all advertising platforms so that their logo image becomes ingrained in consumers minds. This is what you want too! You want to have a logo and/or logo icon, that people associate with your business. When someone thinks about needing a caffeinated drink, Pepsi wants that image to pop into the forefront of your mind. This is known as branding. Brand your business! If you are business that needs help with this, I actually know a great company that can help with that, Think Ink Graphics. Call and ask for Michael Haeffner, tell him I sent you! Anyways, branding your business is important.

2 : Be consistent with your advertising content and what sets you apart from your competition. When your business first starts advertising, you want to make people blue in the face from the repetition of seeing the same advertising content. You want people to know, and never forget, what sets you apart from your competitors. Once you are more established, you can back off the push of what makes you unique but you can’t just forget about it! Take Dan Cummins for example, they may not be always screaming from the rooftop that they have a Lifetime Powertrain Warranty, but it is always mentioned so that people don’t forget. Now the second half of this is that, when advertising across different advertising medias, you want your messages to be very similar. You will get the most out of your advertising if you are putting the same content on radio, Facebook ads, TV, Google Ads, billboards, mailers, Town Money Savers, you name it!

3 : Be consistent in advertising.  I don’t mean this in only advertise in one or two ways and be stuck doing the same type of advertising. I mean this by STAY RELEVANT! I am not saying you need to spend $5000 a month every month of the year, but I am saying that you need to be advertising every month out of the year! Think of it like dieting, if I eat and exercise really good in April then I look good and feel good when May comes around. So then, in May I go back to eating fast food, ice cream and not exercising. What happens? All the progress I made in April went to waste! This is how advertising works too! Make big pushes when it counts but then keep the momentum going with small things till it is time to kick it into gear again. For some businesses this may look like a 12 week poster rotary billboard campaign, a basic commercial package on LEX, and some paid Google ads to build up their customer base for the busy season. Then, once the busy season hits, they scale back to one billboard, Google ads and few boosted Facebook posts. Bottom line, don’t be the business that people have to ask their friends “Are they still in business?” or Google you to find out because you haven’t been seen or heard from in months!

So, let’s recap! Stay consistent with your branding. Stay consistent with your content and what sets you apart. And, stay consistent in advertising. Thanks for reading and I hope you have a great weekend!

-The Billboard Lady