Anything can be done once, twice, or three times, but that doesn’t mean it’s repeatable; an essential concept in any business. What do this word mean and why is it a core concept? OK, now apply it to marketing.

Repeatable: the ability to perform an action or produce an outcome virtually an infinite number of times without the predictable loss of quantity or quality. Business processes must be repeatable or the operations will have variation. Variation is good if you are an artist trying to produce unique masterpieces, variation is bad if you are trying to control costs and maximize ROI. Imagine if every time your accounting department balanced the company accounts differently, or your marketing team changed the logo slightly every time they created an add, or every time you bought eggs you got a different quantity. Repeatability is a measure of variation from cycle to cycle over a defined time frame and is controlled with procedures, training, in some cases equipment or tooling, and raw material uniformity to name a few.

How does this apply to marketing? If the raw material, i.e. lead quality and quantity vary from day-to-day or person-to-person, then the quality and quantity of the sales produced (product) will vary as well, which would ultimately make comapny growth projects impossible, budgets meaningless, and long term viability difficult. Bottom line is to make any process successful a key factor is it’s repeatability and the best way to establish it is to know your process, implement the appropriate controls, and monitor the right metrics.

-GS

My team is currently working on writing several new TV commercials, seven actually, for our clients. Writing commercials is such a fun and engaging exercise that materializes into tangible works of art. Five of the commercials surround a single campaign and primarily vary in length, two :60sec, one :120sec, and a :300sec. Although the core messaging is the same, the longer shows further develop the concept and allow expanded explanations with the intent of creating a tell vs. sell marketing approach. These shows are centered around a suite of insurance products, and we have found that the average person does not truly understand the product. Our goal is to explain the aspects of the plans/programs and educate the potential customer ofthe value and uniqueness of these specific products. Short form shows are historically :30sec, :60sec, and :120sec, whereas :300sec is a hybrid between the traditional short form and long form. Although the inventory on :300sec shows is somewhat limited, the competition is also limited. Traditional branders, i.e. Coke, Pepsi, etc are not using that format because it is not appropriate for their products. It does happen to be a great fit for insurance products! This campaign will be staring Billy Mays, America’s favorite pitchman. Working with Billy is a terrific experience because he is fully committed to every project he undertakes and only works on campaigns that he believes in, which is the source of his passion. All of these shows will be live set multiple camera and graphics.

Show #7 is a :60sec single camera w/ graphics production that highlights association programs available to credit union members and will focus on select local markets across the country.

Show #8 is a single camera production for a diabetic supply manufacturer and marketer. This show will be :60sec and will focus on educating the consumer on the the importance of diabetics regularly checking their blood glucose levels; a process necessary to controlling long term health.

Look for these commercials… they will be posted on-line once they are completed.

-GS