Durable Marketing

Durable Marketing.

The term means what kind of marketing will ‘stick’ or last via what do you do, share and give away to promote your brand.

The guru of marketing to women, Marti Barletta, summed it up well. She told me in one of our recent conversation that most consultants make it confusing and complicated. “Ginger, keep it simple.” She’s right – and I was already in the Simple Is Good camp so appreciated the reinforcement. Durable marketing can be very elemental, very simple.

How durable is your marketing? Where does it show up to work for you?

Durable marketing therefore can encompass evergreen and recyclable materials, ideas, taglines, mottos, and gear that can be continually refreshed and reapplied.

When you think of Great Brands, what logos pop into your head?

A set of golden arches perhaps? How about a swoosh? Or a person in a brown uniform?

All the alluded brands above are all about durable marketing. They’re not in to gimmicks (short term, expensive), they’re not into one-hit-wonders (again – short term, expensive) and they’re not into misrepresenting their brands (super expensive and off brand).

They’re into being consistently present with the core images and collateral they have found works to market to their target customers, over and over, year over year, sometimes decades in the making.

Your own durable marketing can be the same. Whether you’re a business in planning or a 100+ year old company, durable marketing is your future. It’s the guiding light for your marketing endeavors: what will help make this brand last and be relevant for my customers for years to come.

It’s the same idea Jackie Huba extols in her (marketing must read) book, Monster Loyalty. She points out that Lady Gaga is marketing to those who will be supporting her in 25 years. That’s durability. That’s your goal.

Real or Artificial Lines

Are the lines you draw in the sand real or artificial?

Seth questions, and I agree, drawing lines in sand at all. Be committed. A line by any other name is a boundary, a rule to break, a path to cross.

And what lines are so important you feel one thing needs to be divorced from something else entirely?

The Easy Part Of Marketing

“Not offending people – that’s the easy part.” – J Bogner

How very true.

It’s just as easy to not offend as it is to offend. The key is to put forethought into your efforts before opening your brand maw and letting any communication out.

Images: ensure they are suitable and fitting to your audience; that they echo who you’re courting accurately.

Words: edit for the best possible respect and clarity; hire copy editors and editors to triple check (trust me – it’s worth it). An error missed is impossible to retract.

Aim to please with accuracy and suitability.

Marketing isn’t hard. It’s easy when you take the time to do it right and do right by your customer. Well done marketing requires effort to succeed, as does every cog in the business wheel.

The M Word

Short of relying on Sesame Street to help us identify words that start with the letter M, the M word here is Marketing.

M is for Mailing, as in strategic hard copy mailing is an excellent marketing tool.

Marketing holds many other descriptive words that start with M, including materials, methods, myth and manners. Marketing is one of my very favorite topics to discuss because it’s so fundamental to our everyday activities, in all respects.

  • Do you live with someone? Then good manners are a form of marketing yourself as a livable roommate.
  • Do you like the way someone does something for you at work? Then their methodology of marketing to you – an internal customers – is in play.
  • How about when you call out an ill-fitting picture on a campaign or nix an inappropriate word for copy? Then you’re reviewing and improving your marketing materials.

The M Word – marketing – is elemental to all business activities. Get to know what marketing means, the power it holds and how to best execute for your own survival and success.

Products or Services

Which do you sell: Products or services?

Some fanatics in some industries say: neither. They sell what they sell, i.e. “We sell beer.” It’s not a product to them.


If you choose to go that route, know you can alienate some and attract others by doing so. In the end what’s most important is that people – your customers – are indeed attracted to your brand, by whatever they call you in their own world.

That makes them right and it helps your business grow.

Customers aren’t always first, yet they are always right. How they classify you to themselves in support of your brand is what is important at the end of the day.

Go sell your product. Or Service. Whatever you call it, it’s showtime!

How To Alienate Your Customers

  1. Talk down to them. Make sure you assume they’re stupid, you know more than they do about everything, and patronize them.
  2. Assume they don’t know anything about your business. How could they??!! They aren’t you (silly stupid fools).
  3. When you use pictures use only one persona; a great one is a pale skinned 30’s or 40’s looking female with long hair, laughing, with a supposed handsome pale skinned male as spouse and two smaller smiling clean children. That should cover looking like or representing everyone who will be your customer.
  4. Don’t welcome everyone into your business, shop or services. Turn some away based on your snap visual judgements like ‘they don’t look like they can afford us,’ ‘they small funny,’ and ‘they’re too old to get it.’ Look for people like yourself only; they’re safe.
  5. Use a lot of jargon and industry speak in your marketing to your customers. they can come to use for explanation or they can take their own time figuring out what it all means; you’ve got better things to do.
  6. Hide in the back of your trade show booth and really focus on your phone. The shows you attend aren’t worth it anyway, so may as well entertain yourself.
  7. Change terms, quality and construction with no communication to your customers. They’re locked in so they’ll simply need to figure it out. We can charge them to have us fix whatever they can’t figure out.
  8. Speak louder to people who don’t speak your language or are vision impaired.
  9. Charge a lot for very little; you’ve got bills to pay so it’s up to the customers you do have to bolster your operating expenses.
  10. Argue with them. You’re always right – it’s your company. They’re gonna have to learn who’s in charge.

If you believe any of this – get yourself out of business right now. Take a vacation and get your head examined.

Marketing is communication. It’s up to YOU to identify, understand and attract the customers you want and need. Then you take good care of them, treat them with respect and affection and see your business grow.