Consistency is the key in marketing – and everything else!

I went swimming this morning.  This is significant because I loathe swimming and I’m a really bad at it – and still I swam 700 metres.

In late October, I stumbled and sprained my ankle quite badly.  Or so my doctor told me.  A month later, I finally demanded an x-ray and discovered it was actually broken in three places.  And no, neither chardonnay nor high heels were involved.

Long story short, it was a long, slow recovery, featuring a woefully inelegant plastic and Velcro brace, lots of limping and more than my fair share of couch time.

Finally I was allowed to exercise again – but nothing with any impact.  No running, no walking – only swimming and cycling.  And I loathe cycling even more than swimming.

So I took to the pool.  At first, I couldn’t manage a single length, which is even worse than it sounds; I started in the aqua-aerobics pool at the gym and it’s only twelve metres long!  But it did have the singular advantage of being very private so no-one would see me floundering in the water.

Eventually I moved into the main pool, shaking off the concern that anyone I know might see me; as the physio pointed out, in my cap and goggles I’m completely incognito.

And three months later, my consistency has paid off.  A real swimmer would probably shake their head in dismay at my style, but it works.  I get from end to end, and I’m getting fitter – and I don’t feel like lazy slob any more.  But don’t expect to see me in the Midmar Mile… ever.)

So if you missed me, the reason is this: While I had plenty of time to write when I was ensconced on the couch, my anklebones appear to be connected to my brain, because it was just too hard – and one of the things I let slide.

I always preach consistency in marketing, so this is a classic case of do what I say, not what I do.  Having been out of action for so long, I felt I needed the perfect post, the insight that would add significant value, before I started again.  But if I wait for perfection, I might never write anything ever again!

So instead, I’m aiming for consistency.  And I think my starting point is a little better than a 6 metre swim!

And since Friday seems a good day for a little marketing entertainment, here’s a brand new TV commercial for the Samsung S6, launched in America this week.  It’s great, but it will be short-lived – for reasons that will be obvious once you’ve seen it.

Let me know what you think.  If you like it, please share it too.

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  1. Claudine on June 1, 2015 at 09:11

    Welcome back to the written word, Ann! I’ve missed reading your posts.

    I like the ad. I’ve seen a few static and video posts about “comms illiterate” moms / grannies. Obviously it’s caught on well for Samsung to get some mileage out of it too.

    These ads/posts are fantastic because EVERYone relates to them. It allows me to laugh at my own frustration and lets me know I’m not alone in my banging-hand-to-the-forehead moments!

    Looking forward to your next offering.

  2. Tina Cartwright on May 10, 2015 at 02:23

    Ah Ann it’s lovely to hear from you again! Your newsletters (and I loathe to even use that word, as each time I could swear you’d written it only to me) put a smile on my face. You have a rare, wonderful talent. I really enjoyed the advert; perhaps you have to have a technologically challenged parent or perhaps be a woman to appreciate it.

    • Ann Druce on June 7, 2015 at 09:54

      Hi Tina, what a lovely compliment! Thanks so much.

  3. Peter Streng on May 8, 2015 at 13:15

    Just so great to have you back again; it like wow! nice to hear your voice again.
    The Samsung Ad certainly capitalises on the whole social networking revolution – bo-oring!

    • Ann Druce on May 8, 2015 at 13:50

      Thanks Peter – but I’m a bit disappointed you thought the ad was boring. I love it!

  4. David on May 8, 2015 at 11:47

    Well done Ann..!! Super stuff..!

    Simple and sharp..!


    Regards, David

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