When you think of the insurance company GEICO, what comes to mind? Perhaps it’s their slogan, “15 minutes could save you 15 percent.” Or maybe it’s the green, English-accented gecko. GEICO has been able to establish pervasive brand awareness through what I call the “GEICO marketing method.” This method consists of grabbing attention through a simple and repeatable message.
So, to adopt the GEICO method, you first need to answer this question: What is your core message? Right now may be the perfect time to develop or revise the words you and your team use—and use with unwavering consistency—to describe your deliverables and your benefits.
And now for the second question: Do you frequently repeat your core benefits or offering to your prospects and clients? Consider finding ways that you can repeat your message over and over to your clients and prospects. It may seem like overkill, but it gives your message a chance to be heard and remembered in the noisy and crowded marketplace.
I realize that you may not have millions of dollars to repeat your message to a national audience the way GEICO does. You are not prevented, however, from doing what GEICO does. They are simply repeating their message to their prospects and clients with a frequency that brings the message home. Find your method, and your can make sure your message is on the tips of your prospects’ tongues.
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Maribeth Kuzmeski is the founder of Red Zone Marketing, LLC, which consults to Fortune 500 firms on strategic marketing planning and business growth. For more information, go to www.redzonemarketing.com.