CONSISTENCY VS INTENSITY...

“Hey there.  Last videos are so good.  You are making me a Frederick celeb!  Thanks…  Someone said are you the #popoftheweek lady?”

This was a text that Rock and I received yesterday from Michelle at the North Market Pop Shop as we just released her 25th episode for our feature that we are producing for her where each week she records a video of giving a background and doing a ‘tasting’ of a soda pop.  Then The Pop Shop offers that pop at ½ price for the week. 

The video is a quick 3 minutes, but what is most important is that for 25 weeks, nearly 6 months each week we have released a new video, a new #popoftheweek. 

It is that consistency in delivery of the content that is the foundation for her to help brand her company and herself to know when she is out someone says, “aren’t you the #popoftheweek lady?” 

How cool is this?

Just from a reach on Facebook each week.  Not thousands of dollars spent on print ads.  Not thousands of dollars mailing coupons.  Just sit down in front of a camera for 3 minutes and give a little ‘insight and expertise’ into the world that Michelle knows and lives – Soda Pops. 

Each episode starts with the back story of the company.  Because these are mostly small boutique Soda’s the company’s story always has a unique twist and background. 

Then Michelle, and sometimes a guest, get to taste the soda and they give their initial reaction to the taste, flavor, fizziness of the soda.

Sales have followed her growth and branding, which is GREAT.  But more importantly this 6 months of Consistent, Compelling, Content/Communication has helped brand Michelle and the Pop Shop as the #popoftheweek. 

Do you think this type of brand recognition would have been obtained by using the typical sales funnel that I talked about here at the Chaos vs Uncertainty post.

I’m sure we could have gotten more sales for Michelle with some stupid gimmicky ad that led to leads, that leads to someone entering their contact info and then Michelle could have started bugging and pestering. 

That is one marketing strategy, just one we don’t believe in…

We believe in sustainable growth through ‘Stories.’  Each week, we bring a new Story, a new Episode of #popoftheweek to Michelle’s audience.  And with this foundation of 25 episodes, she is now know walking downtown Frederick as the #popoftheweek lady!

So you can go with the ‘Intensity’ that some use in marketing where you spend an outrageous amount money by using some sort of CTA (call to action) advertising.  You collect thousands of names (leads), then you bug those leads to get a few sales.

Or

You put out content that people enjoy listening/watching/reading, that is entertaining and enlightening, and you do this for a period of time:  3 months, 6 months, 2 years and slowly you become known as the person that you are, your true self shines in your content and this consistency in content leads to a brand following.

It was very cool to receive the text from Michelle yesterday as this is just another example of the 3 C’s working – Consistent, Compelling, Content.

Good work Michelle!!!