If you’re like me, you’ve probably asked yourself a question like this one.
“What would happen if you just stopped marketing something?”
The emails, the social posts, the videos, the ads…all of it. What would happen if you found a giant “marketing” switch in the basement and turned it off? Some would cynically argue that nothing would happen, but we all know our numbers and we know the results could be significant at best, catastrophic at worst.
But in each case, we also know something else.
People would continue to buy the stuff we used to be marketing.
They would for a lot of reasons, but let’s quickly cover two.
#1) It Takes Time
The first reason is simply that marketing seeds planted today don’t always bear fruit immediately. They take time. Even without careful nurturing, some will fall onto fertile enough ground that it won’t be long before they sprout and grow.
#2) Marketing that Keeps on Giving
But there’s another reason. Because in this marketing garden seeds planted a decade ago that have sprouted into habits and traditions that keeps bearing fruit year after year even if no new seeds are planted.
Something to Brainstorm
I often suggest brainstorming not just ideas, but specific ideas or with a specific mindset.
This is one of those.
Marketers are always looking for new ideas. New ways to increase our performance. But I hope you’ll take some time to consistently and intentionally brainstorm the type of marketing that drives loyalty. The kind of marketing that snowballs and builds on itself rather than just start and stop campaigns.
The kind of marketing that gets people to the point they don’t need you to keep convincing them to come or even reminding them to come, they just…come
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