Is your marketing a one-time event or an ongoing effort? Does your marketing plan revolve around a flashy show or a steady presence that people have come to depend upon?

This time of year is very patriotic where I live. From Memorial Day to the Fourth of July, red, white and blue decorations are all over the place. The other night I went to a baseball game. At the conclusion of the game, there was a fireworks show. It was presented synced to patriotic music. It was quite an event. People were mesmerized by the whole thing. Some sang with the music and shouted when the fireworks really got going. When the final rocket had exploded and the night sky went dark, I noticed that the big flag at the top of the stadium was still flittering in the breeze. It’s always there, whether there is a game or not. Long after the lights go out, that flag is flying.

Is your marketing like that fireworks show – a big flashy event – or more like that flag – something that is always there that people have come to expect and depend upon? I would say your marketing plan needs both of these approaches to be successful.

The big flash of a marketing event should be done to capture the attention of your target market. This is especially true when you have something new to sell. But it should not just be limited to your latest product. Old brands need new looks every now and then, and a big, flashy fireworks show of a campaign is a great way to get consumers to look at you in a new way.

Using marketing fireworks to get noticed is good for brand recognition, but you need more than a one-time event to sell your brand. The problem is, there is always something else that is competing for the attention of customers. Once your flashy campaign is over, what makes the consumer remember you? And beyond that, what makes them want to buy from you? That is where the steady marketing keeps your brand in front of the consumer and gives them a reason to make a purchase.

You need a couple of flags to fly above your business to keep the consumer engaged with you. The first flag outside your business tells them you’re open and waiting when they are ready to make a deal. The second flag tells them there is a deal to be made. It does more than say we’re open, it entices them to buy now. That has to be a steady marketing effort, not a one-time event.

Plan for the fireworks in your marketing. Get the attention of consumers in your target market, but do more with your strategic marketing plan than just a marketing fireworks display, fly your flag too. Consistently remind them you’re ready to sell them your brand. Give them a reason to do so now rather than later.