A Henry Ford Story…

Summary

• There's a story from Henry Ford that I love. He used to walk by the CMO of Ford's office every day and see the same marketing campaign.
• After three months, Ford got tired of seeing it and asked the CMO when they would stop running the campaign.
• The CMO replied that they hadn't even started running it yet.
• This story teaches us that we get tired of our advertising long before our customers do.
• Customers often don't remember seeing our ads or the core message.
• It’s important to stick with the advertising longer than feels comfortable because the repetition is necessary for customers to start noticing and remembering it.

Video

How To Take Action

I would suggest implementing strategies that save both time and money while providing high value. Here are some easy steps:

• Stick With Your Campaign: Start by understanding that you get tired of your ads before your customers do. Run your campaigns longer than you might feel comfortable. Set a minimum period, like 6-12 months, before considering any changes. This will ensure that your audience actually starts to notice and remember your message.

• Maximize Repetition: Use the same core message in multiple places. Repurpose your content across social media, emails, flyers, and website banners. Consistency is key. By seeing the same message everywhere, your audience is more likely to remember it.

• Measure and Adjust: Track how your audience interacts with your ads before making changes. Use simple tools like Google Analytics and social media insights. This will help you understand if your message is starting to stick. Adjust based on real data, not just gut feelings.

• Leverage Low-Cost Channels: Utilize social media platforms, email campaigns, and content marketing. These are cost-effective ways to get your message out repeatedly. They allow you to reach your audience frequently without spending too much money.

• Test Small, Scale Fast: Start with small, affordable ad campaigns to test your message. Once you find a message that resonates, scale up gradually. This will minimize your risk and maximize your return on investment.

• Engage and Interact: Use platforms where you can interact directly with your customers, like social media or community forums. Frequent interactions will help reinforce your message and make it more memorable.

Follow these strategies to get the most out of your marketing without overworking yourself or breaking the bank. The key is consistency and patience.