You’ve done the big splash, time to make some waves
So, you’ve launched the big thing.
Maybe it was a conference. Maybe it was a brand film with a drone, some moody lighting, and a suave voiceover. Maybe it was a roundtable with a media partner.
Whatever it was, it felt important. Strategic, a proper good moment. And it probably was.
The problems start when that big thing ends up being the only thing.
We see it time and time again. Modest marketing budget, chuck it all on one big bet. A flagship initiative that eats the entire pot in one go, leaving mere crumbs for the remaining days of the year.
This isn’t a criticism of building attention-hooking work. Quite the opposite. We love a good, unique piece of creative. But marketing outputs don’t work in isolation. Awareness fades, momentum dries up. And if all your impact is centered on one thing, you’re left with a very quiet rest of the year.
Marketing works when it’s built on reach, repetition and rhythm. One big hit might turn heads, but it requires consistent visibility to sign contracts.
Consistency trumps intensity
Let’s compare.
One firm goes all-in on a major event. Another, spreads the same budget over six months: three tightly curated roundtable discussions with 30 of their top prospects and clients. No glitz.
Which of those builds deeper connections? Shows up repeatedly? Reinforces their expertise?
And most importantly, who’s likely to win more work 12 months down the line?
A big moment can open doors, but only consistency can keep them open.
Memory fades
Marketing is about building mental availability – being remembered when someone needs what you do. But, our brains are wired to forget. If you’re not reinforcing the message, it’s fading.
Smart leaders understand this, and their marketing is planned for reach and repetition:
Reach as many of your potential customers as your budget allows
Space your efforts – not too tightly, and not too far apart
Adjust for seasonality, but don’t let it dictate everything.
In other words: show up. Often enough. In the right way. To the right people.
The bottom line
So yes, do the big splash. Attend the conference. Sponsor the awards. Host the panel.
Just don’t stop there.
Follow it up. Repurpose the content, create thought leadership off the back of conversations you had. Use it to fuel your social content for weeks. Email attendees. Share photos, videos, insights, quotes. Don’t let its legacy just be a costly line item on a spreadsheet.
Make it make waves. Let it work harder as part of a broader strategy.
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Marketing is an investment, not a cost. You don’t make investments hoping for one great day. You expect long-term, compounding return.
Our clients get that, and we deploy high-impact marketing, whatever their budget, time and time again.