What Makes Marketing Worth Remembering?

There are so many ways to absorb and retain information, and everyone does this differently. Please don’t ask me to review a spreadsheet or long-form data sets. A powerful visual, backed up with succinct and poignant copy is the most effective way to reach me. 

As marketers, we’re up against this reality—in a sea of mass communication and oversaturated channels, 
what makes marketing memorable?  You might expect me to say “create something clever that grabs attention and makes your audience want to know more.” Of course, that’s true, but what’s often overlooked is that any marketing effort must be backed with something much more mundane: consistency. 

A great idea is only a flash in the pan unless it is reinforced across multiple marketing channels. Clever marketing is effective if it’s backed by “stickiness”—that memorable ingredient that defines the personality of a brand at every touchpoint. 

I don’t believe in following trends, and in part, that is a philosophy reflected in our work at Fig Industries. We are often looking for ways to disrupt in the quieter spaces rather than jumping into the fray. Most times, we would rather diversify our clients’ marketing spend over both new and traditional marketing channels for a more consistent and focused approach.

Recently, I’ve been noticing a major shift toward “old school” marketing tactics. Billboards and direct mail are making a comeback, proving to be more trusted by consumers in a world of AI slop. How many memorable things do you get in your mailbox today? We see immense opportunities to thoughtfully leverage the power of print in a tech-obsessed age. 

At Fig Industries, we are certainly not against innovation or adapting to change—in fact, we thrive on a bit of creative chaos—but, we believe wholeheartedly that the marketing messages that stick are the ones delivered consistently.

How can marketing minds cultivate consistency?

Structure Your Strategy
Building out a marketing strategy for the year is essential, but implementing it consistently is even better. Consider creating a year-long plan that breaks your strategy into bite-sized chunks so your implementation team can carry it out with clarity and efficiency.

Stick With It
When you’ve decided to test a new marketing initiative or launch a campaign, commit to sticking with your plan for a minimum of six months, unless you’re activating a hyper-seasonal campaign. The benefits of consistency take time, so don’t uproot what is growing.

Create Rhythms for Innovation
Instead of letting flashes of inspiration derail progress, bake ideation into your process. Host internal brainstorm sessions where your team does not need to come up with fully fleshed ideas. Encourage imperfection at this stage and create a space where each team member can bring insight to the table.
 
Every brand is unique in its own way. It’s our privilege to work with our clients to figure out what makes their “baby” special, name it, give it what it needs to grow, and send it out into the world. That is a huge honor, and we don’t take it lightly.

Ready to make your brand memorable? At Fig Industries, we are makers of meaningful and strategic brand development that elevates ideas, changes perceptions, and transforms businesses. Let’s work together to create a plan that brings new life to your brand, setting you up for a year of growth.