Some gardening enthusiasts plant
only annuals. These flowers require more
maintenance (watering, weeding, dead-heading), but because they last only one
season they give gardeners creative flexibility: the landscape never has to look
the same two years in a row. Gardeners
can create and re-create as often as they want to. The cost, however, is the
cost. Although annuals generally cost
less than perennials, they must be re-planted each year, causing gardeners to
constantly invest in new material.
Others, on the other hand, swear by
perennials. They value the value that
these deep-rooted, long-lasting flowers offer.
They like knowing that their landscapes will always look the same,
always build from the foundation started years before.
Which category do you fall into? Are you an “annual” marketer or a “perennial”
marketer? For the broadest appeal to
customers, members, and donors, you should be--as are many
gardeners--both.
Maybe your renewal program is your
“perennial” garden, and with good reason.
Keeping the renewal format the same helps ensure memberships and
subscriptions are indeed renewed. Change
up the format or the process and you may not only confuse customers, but you
may also lose them.
Live events, big releases, or
special offers, however, should be less uniform. Those promotions should “pop,” changing
layout, color, and style to reflect each particular offer.
Combining unique, eye-popping
promotions with more recognizable, hardy ones gives you greater coverage in all
seasons and enables you to appeal to a variety of tastes. Varying your marketing lets you build your
brand with both longer-lasting staples and changeable promotions that cry out,
“pick me!”
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