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I think that many companies are perfectly aware of the fact that they need to have a nice amount of variety in their marketing, but knowing that and putting it to good use aren’t always the same thing.

There’s a little test I think most companies should do, where they look at their marketing and they ask themselves how much of their marketing is focused in one area or another. Take the exact types of advertisements you create, and figure out what percentage of your marketing is dedicated to each.

To give an example, let’s say that forty percent of your marketing has to do with print postcards, while another twenty percent is posters, and forty percent is brochures. Part of this is to ask yourself if you removed one type of advertisement, how much would it change your overall marketing strategy.

The best kinds of marketing campaigns are the ones that never rely too heavily on one type or another. If you didn’t print postcards anymore, you shouldn’t have a large portion of your marketing suddenly gone.

Now, this is what I’m saying you should consider, but let’s ask why this is important.

To break it down, the first thing to consider is that you need to keep up a constant marketing stream. Any pause in marketing might have a big impact on your sales and hurt your company in the long run. That’s why each marketing campaign should flow easily into the next.

Now, let’s say that you were using almost nothing but color postcards with your marketing. This is sixty or seventy percent of your marketing. But one day you notice people losing interest in your postcards. You notice a shift away from postcards and an increase in using posters instead, so you decide to do the same.

If the vast majority of your marketing was only postcards, than that transition over toe posters is going to take a lot longer than normal. You’ll potentially face a period of time without any strong marketing presence while you shift gears.

However, if you were already using some posters, than all you have to do is step up your production of them, rather than completely start it. You’re now in a better position to shift your marketing without pausing in even the least.

The right type of marketing for the right occasion changes quite a bit, and anyone who has been around long enough should know that. The more variety you naturally have to your marketing the better positioned you are to take advantage of any shifts in the marketplace quickly. Never allow a single type of marketing to dominate everything you do. Variety is the name of the game. Make sure you have the right amount of variety for your marketing.

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