The share of mind we talked about earlier is harder to win and harder to keep because of the sheer volume of messages bombarding every person every day. The savvy marketer recognizes the obstacle created by the information glut and tries to find ways to overcome it. Positioning your company according to the excellence principle is a great way to combat the problem. You start by using integrated marketing communications to tell your company's story. Articles, ads, web sites, collateral, personal recommendations and direct mail all contribute to winning that coveted space in your customers' minds.
Constant repetition makes sense in a world flooded with information.
Before the average person remembers an ad, he or she has to be exposed to it seven or more times. The same is true when it comes to remembering a particular company. Integrated marketing is most effective when all of the communications create one clear message about your business. The impact of that message is compounded by its repetition in a variety of communication vehicles. Prosperity is almost a certainty for companies that follow the excellence principle.