I broke a rule.
Sure, I could make excuses to try and explain it away.
I could say I was in Texas working with a new partner of ours while they closed a deal with Toyota.
I could blame it on the fact that I was tied up opening the Dallas/Fort Worth office so we can export our unique take on marketing to a new market.
But the fact still remains, I broke a rule.
I missed several weeks posting a blog update.
Did anyone die, no. Did the world end, no. Was the cure for cancer missed, don’t be ridiculous. But I still failed to execute something I always stress to our partners is extremely important.
Marketing has a lot of very important variables; strategy, creativity, communication, context, and consistency.
Stop me if you’ve heard this one before, the mere-exposure effect. What the hell is that? Hang on and I’ll tell you, bloody hell, you’re impatient.
The mere-exposure effect is “a psychological phenomenon by which people tend to develop a preference for things merely because they are familiar with them. In social psychology, this effect is sometimes called the familiarity principle” as noted in Wikipedia.
Think about it, why the hell does Coca-Cola spend some much money on advertising? Why do they have that specifically shaped bottle? Because it’s familiar, it’s recognizable, and because of that, you subconsciously have a preference for it.
Am I trying to say that this blog has the same impact that the Coca-Cola brand does, well maybe, I haven’t followed the stats that closely to be honest. But Coke understands the mere-exposure effect and uses that to gain favorability with their consumers.
So, when I missed a few weeks of posting a blog, breaking a streak of posting each week, I in turn lost favorability (even if that is a very small amount) amongst our potential audience.
My advice is that when you decide to post online, make sure it’s around a schedule you can maintain, the last thing you want to do is to miss out by merely not exposing yourself to people…that didn’t read like I thought it would in my head.