Excellent marketing requires one to be consistent with their message. In fact, excellence in anything requires consistency.

Marketing means defining the message that will resonate with and attract your target audience and communicating that message over and over again, in ways that entertains and, or educates that audience.

I was reminded of that fact when I recently visited the Ham Yard Hotel. Each time I visit the Ham Yard, I am wowed, by the decor, the hospitality, the subtle touches, the memorizing artwork that tells a thousand different stories, the way in which the menus match the wall coverings, the breathtaking library, the cosy orangery and many other delightful subtle touches. Every time I come here, I know what to expect. The message that is being communicated is clear and consistent. So when I want a relaxed but stylish environment I know that Ham Yard Hotel is the place. When I need a smattering of quirkyness but a simultaneously welcoming space to induce my creativity, that is where I go. When I want opulence, I go to the Ritz. When I want gritty,  the Kingsland High Road will not disappoint.  You get my point. Each place offers me what I need depending on my mood and my objective, and each venue consistently addresses that need. Similarly, the message that you are attempting to communicate should be consistent across all touchpoints, from your website, to social media to email campaigns to brochures to advertisements and beyond . You should be consistent with your look, your style, your staff and your words. Remember consistency is fundamental to excellent marketing.

Incidentally another reason that Ham Yard has me other than the amazing pear crumble they do (it is so divine, you’d be forgiven for travelling across London just to sample it) is its similarity to the Noho in Manhattan’s Soho neighbourhood (formerly the Mondrian). It’s a destination that evokes happy memories from a wonderful Christmas holiday and its physical similarity to the Ham Yard has amplified my positive experience of it, thereby creating very powerful positive associations. When considering marketing strategies, a marketer would be wise to tap into the power of emotion. We call this Emotive Marketing. It is powerful, very effective and I have used it successfully many times.

Tip 1 – develop a strong message and make sure your audience hears it over and over again

Tip 2 – remember the power of emotions when trying to engage with your audience

Tip 3 – excellence in anything is about being consistent. Strive for excellence in all you do. Aristotle and Jay-Z seem to share my views. 

“Excellence is an art won by training and habituation. We do not act rightly because we have virtue or excellence, but we rather have those because we have acted rightly. We are what we repeatedly do. Excellence, then, is not an act but a habit” – Aristotle

“Excellence is being able to perform at a high level over and over again. You can hit a half-court shot once. That’s just the luck of the draw. If you consistently do it… that’s excellence”. Jay Z