Flying with a two year old can be exceedingly unpleasant without Elmo and his cast of characters from the ever popular Sesame Street. I certainly don’t condone the boob tube as a babysitter, however, they did provide some much needed entertainment for both my son and myself on a recent 5 hour journey. But it didn’t stop at entertainment–we both learned along the way.
While my son was learning his ABCs and about the number 4, Sesame Street was reminding me a of a few key concepts for ever more powerful marketing. A re-focus on these concepts has already helped me reinvent one of my programs and take it to a new level. Take a look at these three ideas and see how you can enhance your current marketing action plan to add some new life into your business.
1. The Kiss Principle. I’m a huge fan of the KISS principle (Keep It Simple Silly). Pay careful attention to the Sesame Street skits and you’ll notice they never try to complicate the campaign with multiple messages. The message is always very specific and simplistic because that promotes better understanding and instant recall. On Sesame Street, if they’re promoting the number 4, everything comes in fours–balls, monkeys, rubber duckies, etc., etc. Build your campaigns with an element of simplicity that a toddler that could follow.
2. Repetition. This is a key concept that, sadly, many marketers and small businesses miss. With the songs that repeat over and over again on those Sesame Street skits, we find ourselves humming along and singing to ourselves long after the program is over. This is how we get to the powerful instant recall that customers and prospects begin to use to remind themselves of our wonderful products and services. If you’re just putting your information out there in one place and one time only, you’ll be hard-pressed to show growth because once and done marketing just doesn’t produce results. Repetition and routine are key to building your business.
3. Adding an element of differentiation. Many of Sesame Street’s characters are based on monsters of all colors in the rainbow. And this seems ironic, given the target market is small children who you’d think would shy away from monster characters. But that’s actually what makes Sesame Street so successful. Because it’s different, it draws us in and makes the whole concept exciting. After all, who doesn’t want to learn from some singing hairy characters?
Simplicity, repetition and differentiation are what make for successful marketing. Integrating these three concepts into your marketing action plan will help to reinforce what’s important about you and your company and help to bring that powerful recall that allows those you’ve WOW’d to tell everyone else they know of your powers.