Don't Let 'Em Forget You

By John Malmo

http://stream.publicbroadcasting.net/production/mp3/wkno/local-wkno-908896.mp3

Don't Let 'Em Forget You, by John Malmo.

Memphis, TN – A long time ago, the folks who ran Libertyland were interviewing advertising agencies. They were mulling over a half-dozen different TV campaign ideas that competing agencies had presented. But the issue shouldn't have been which idea was the most creative or moving. The issue was that television was the wrong advertising medium for Libertyland. For a couple reasons.

First, Libertyland was a mature brand. Everyone in the market knew what Libertyland was and the reasons to go. So it didn't need the expense of TV to tell people about Libertyland or show folks having a good time. But most important was that television burned up the season's budget in a few weeks. Then Libertyland was left for the rest of the summer with virtually no advertising. And attendance fell, not because people didn't want to go to Libertyland. Attendance fell because people didn't think about Libertyland. Out of sight; out of mind.

We're often surprised when some restaurant or store goes out of business. Gee, I liked that place. I just never though about it. That's why consistency always has been the most important advertising strategy. Find the advertising medium you can afford that will keep your brand in front of people, not for a few weeks, but all year. Don't let 'em forget you.

John Malmo is a Memphis marketing consultant with more than fifty years experience. He is former chairman of Archer Malmo Advertising and specializes today in helping small businesses grow. To reach Mr. Malmo - or to buy a copy of his book When on the Mountain There is no Tiger, Monkey Is King- go to http://www.johnmalmo.com.