3 Keys to “Slow Burn” Marketing – Part 2

Continued from”Slow Burn Marketing – Part 1“…

“If you can’t sustain the sizzle you will eventually fizzle out!”

Strong brands that evoke enthusiastic customer loyalty are built over time not all at once. They are fashioned piece by piece like a puzzle. Each piece has a cumulative effect that adds positively to what’s already in place.

Enthusiastic customer loyalty is nurtured through repeated consistent, high-quality experiences from the products and services they invest in. Quality and consistency can’t be established with one idea or campaign. Companies with strong brands understand this.

Yes there are times when certain marketing activities have a big impact, but strong brands don’t get intoxicated by that and rest on their laurels. They keep working on incorporating the next pieces that will allow them to extend and sustain their impact, not just be a flash in the pan.

This approach reminds me of a scented candle. It doesn’t burn fast like a match, but eventually it’s aroma fills an entire room. You don’t want a “brand scent” that burns brightly for a short while, but then is quickly forgotten about. You want your brand to leave a pleasant aroma with your customers that lingers for a long time.

Here are 3 keys to consider with a “slow burn” marketing approach for your company:

  1. Strategic: Consider every new tip and tool within the confines of your current strategy and budget. As you add new things make sure they complement what you’re already doing. If you feel the need to do something “radical”, reconsider your entire strategy not just one piece of it.
  2. Significant: Every marketing effort should have either an immediate or cumulative measurable benefit.
  3. Sustainable: Make sure that whatever you do is not a one-shot deal, but something that you can do continually and consistently well.

I have to admit this methodical approach runs counter to our make-a-fast-buck culture. I also have to admit that I sometimes get frustrated when I see other companies that seem to be making a bigger “splash” than I am and creating more buzz. Nevertheless, I realize that I’m building for the long haul and what I do today may not produce immediate dividends. But I will reap the rewards in the long run.

Slow burn marketing feels kind of like the proverbial tortoise racing against the hare. Just remember the tortoise won.

In an upcoming post I will discuss in more detail how you can use today’s tools to utilize a slow burn approach in your marketing efforts. 

What are you thoughts about this? How do you feel about a “slow burn” marketing approach for your business? I look forward to your comments.

Thrive on purpose,
Paul Wilson, Jr.

*****************************

Dare to dream again in 2010!

Register for the Dream B.I.G in 3D Live Workshop! on April 17, 2010For more details please visit www.PaulWilsonJr.com


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About Paul Wilson Jr.
Paul Wilson, Jr. is a "Dream Catalyst" and Marketplace Pastor for leaders and entrepreneurs. He is driven to lead people to unleash God’s potential in their lives through their purpose, passions, and professional skills. He equips leaders with creative, faith-based strategies to flourish spiritually and professionally, while operating from several multi-media platforms, including TV show host, inspirational speaker, and stimulating writer. Paul is the President of Kingdom Business University, which utilizes workshops, consulting, and coaching services to ignite Christian catalysts maximize their God-given mission in the marketplace. He is the author of the life purpose igniter “Dream B.I.G. in 3D: How to Pursue a Bold, Innovative God-Inspired Life!” He is also the host of Passion in Action, a motivational and educational faith-based Internet TV show for social entrepreneurs, business leaders, and community change agents. Contact us today to learn more about how he can help your business, church, or community to thrive on purpose!

4 Responses to 3 Keys to “Slow Burn” Marketing – Part 2

  1. Pingback: Slow Burn Marketing – Part 1 « Passion in Action!

  2. Pingback: Putting Humpty Dumpty’s Brand Back Together Again « Passion in Action!

  3. Pingback: Marketing Like a Farmer « Passion in Action!

  4. Pingback: Like A Voice Crying in the Wilderness « Passion in Action!

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