Last week I reviewed a photographer's promotions and was asked why the work was not coming in. With my evaluation, I was able to see that there was no consistency with the marketing plan. The epromotions were beyond successful with the results in HITS TO THE WEBSITE (over 2% click-throughs to the site - 1% being the goal). When I went to the marketing list and the epromotion drop dates there was no method. The list of contacts changed every time and the drop dates were random, sometimes it went a couple months in a row and sometimes every 2 or 3 months apart.
It's so important to be consistent. Of course, we are human and as I always say "LIFE HAPPENS". I say prepare for when those "LIFE HAPPENS" moments and plan to be consistent. Even in my everyday life I find consistency is so important, from the tiniest things to the important moments in life. Don't get me wrong, being spontaneous has it's advantages, but in marketing I prefer to be consistent (as much as I can humanly be). I am sure for those parents reading this, you would agree that the best success with your children is when you are consistent.