December 4, 2024 • 16 mins
Can repetition really transform your marketing strategy? Discover how the power of repeated messages can turn curious onlookers into loyal customers, especially during high-stakes shopping events like Black Friday and Cyber Monday. Through personal tales of how holiday shopping has evolved over the years and the impact of those catchy tunes we just can't shake, I uncover why consistent brand communication is more vital than ever. By sharing insights from a client in the real estate sector for the 60+ community, I illustrate how keeping your audience consistently informed can make all the difference.
Whether you're a business owner aiming to grow your social media following or simply seeking to add some sparkle to your marketing journey, join me for insights that promise to illuminate your path from cubicle to creator.
Thank you again for tuning into another episode of the Vicki Kotris Podcast! I want to support you, cheer you on a HYPE you up!! If you're celebrating anything (and I mean ANYTHING), send me a DM and let me highlight you on a recent episode.
If you're looking for support in building a social media content strategy, I'm your girl! Send me an email to vkkotris@gmail.com and we can set up a FREE account audit.
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Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:05):
Hello and welcome to the Vicki Kotris podcast.
I am your host, none other thanVicki Kotris.
I'm a retired corporate girly,two-time six-figure founder
who's obsessed with brandbuilding, sales generating and
digital marketing.
My mission with this podcast isto share the lessons I've
learned, to help you make moremagic and money with your own
marketing efforts, and to feelinspired to continue on your own
(00:28):
journey as a creator andentrepreneur.
Here I'll share real lifestrategies, marketing tips and
mindset shifts that have helpedme go from cubicle to creator.
This podcast is for businessowners, creatives or those just
looking for a little moresparkle in their day.
So let's kick off this week'sepisode.
Hello and welcome back.
(00:52):
I hope everyone had a wonderfuland special Thanksgiving weekend
.
I had a relaxing, just sweet asit comes time with family and
friends and made the best out ofit, and I will tell you what.
It is so cliche to say, but itis such a nice time to just
(01:15):
reflect on the things that areimportant, the things that we
are thankful and grateful for,which, for many of us, is to be
surrounded by people that welove and be in good health and
find something in our lives tobe thankful and grateful for.
So I felt all the feels thisweekend, but what comes along
(01:38):
with the feels of breaking breadwith those that we love is also
the reminder of the consumerdriven world that we live in
because of Black Friday andCyber Monday.
So if you are like me, whosigns up for every single list
and coupon and exchange that wecould possibly get, odds are
(02:02):
your text messages, your inbox,your push notifications were
flooded with every Tom, dick andHarry trying to sell you
everything that you need and donot need.
And I was a fly on the wallthis Black Friday season.
I didn't have anything that Iparticularly needed and I'll
(02:24):
tell you what.
If you are with me and you area child of the 90s, then you
remember the whole breaking down.
You know the the door atWalmart at 3 am because they had
an $89.
You know 60 inch flat screen orsomething.
And I was one of those crazypeople because my mom and I
(02:47):
turned it into a fun event.
We would go shopping and havelunch and I always loved Black
Friday shopping Like I thoughtit was so much fun.
And now, as an adult, I feellike I've taken a little turn
into I wouldn't say aminimalistic lifestyle, because
I still love a good tchotchke,but being more intentional about
(03:10):
the things that I buy and whereI put my money.
But that is not what we'retalking about here today.
What we are talking about heretoday is what Black Friday and
Cyber Monday continue to remindme and continue to teach me, and
it is the perfect time of yearfor this message to be echoed,
(03:32):
especially for you.
If you see a large bump inholiday sales or you are in
gifting or consumer basedproducts, you know that are
perfect for holidays.
And the reminder is thatrepetition is the queen of all
(03:54):
marketing strategies.
And I'm thinking about thisoutside of the context of Black
Friday, of how this makes senseand really hammering home this
idea.
Number one is today I'm feedingmy son breakfast and we're
turning on Miss Rachel as justkind of like some background
noise.
If you have little ones at home, if you watch Miss Rachel, you
(04:17):
know that those damn songs willget stuck in your head all day
long because they just say thesame thing over and over and
over again.
So if you know sticky, icky,icky, icky, icky, icky, icky,
icky bubble gum, which is thewhole song, and that is how it
continues, then you know howeasy it is for that to get
trapped in your brain and you toseriously hear it at 3 pm when
(04:41):
you are thinking nothing of MissRachel.
And then I think about the samekind of principles that apply
when I was a teenager, evenyounger.
I would listen to a song onrepeat and after hundreds of
times of listening to it, I'dknow every lyric.
I would create a music video inmy bedroom, like there was,
(05:03):
there was like this, there waslike this thing that clicked and
I'm like, okay, well, now I'mthe super fan and now I am
transforming into ChristinaAguilera in my bedroom with
orange colored walls.
And the reason why I bring upall of these different examples
and why you may even be able toidentify it because you have
(05:24):
been targeted by all of theseads over the past week or so,
specifically related to BlackFriday is that repetition wins
the game.
So never assume that someonewho has seen you once or seen
your message in one way doesn'tneed to receive it in a new way.
And I think there's two thingsthat go along with this, because
(05:47):
I help people create digitalmarketing strategies and
specific social media contentstrategies that are very
repetitious in nature but rootedin a what I like to call a
monthly mantra that helpsconnect them back to their
overall brand mission.
(06:08):
And so when we break that upand talk about the repetition of
content, is that new followersare coming in all the time that
you may, even for small accounts, and I try to make that very
clear that you do not need a bigfollowing to have a super huge
impact on your business.
(06:29):
So even if you have a smallfollowing of a couple hundred
people and you're adding on twopeople per week let's say those
two new people they may be theperfect customer for you.
They may need the product thatyou are providing or selling,
but they don't know what you do.
They may have been brought intoyour account or brought into
(06:53):
your ether.
There's something else that yousaid which is fantastic.
That means that you're creatingcontent that converts, that
engages, but now we need tostart reminding them of what it
is that we do.
So, for example, I was workingwith one of my clients and last
(07:13):
week we were talking about OK,what you know?
What are we going to say?
What do you specialize in?
So she happens to specialize inhelping the 60 plus community
find homes in their next phaseof life because she's a realtor.
So you know people who.
When you're looking for afamily home, you might need that
five bedroom, three bathroom,versus 60 plus.
(07:37):
You're in retirement, you wantsomeone that's going to come cut
your lawn.
You maybe only want twobathrooms to clean.
We're going to, we're going tominimize the amount of work that
it takes for us to actuallylive in our space, and so when
I'm talking to her about whatkind of content that we're going
to create, a lot of it wasrooted in what was what will
(07:58):
speak to the 60 plus community,and she had asked well, won't
this be kind of old, like won'tthis get stale?
Cause that's all we'repromoting.
And I think that surface level,it's easy to say oh well, I want
, I want to have 80 differentmessages and I want everyone to
know that I'm this and I do thisand I can do this and I might
(08:20):
do this, um, or if they gave mea chance, I could do this.
And what we're doing is we'renot being specific and talking
directly who our ideal client is, and once we and we've talked
about this before is honing inon that ideal client allows you
to create a message that can berepetitious without being stale
(08:41):
and without being boring,because nobody wants that.
So your job as a entrepreneur,as a business owner, as a
marketer, is to figure out howto tell that story time and time
again, using different creativestorytelling techniques, using
(09:01):
different mediums, and it'salways going to be an experiment
of what works best for you andwhat is going to engage that
ideal audience to you, yourbrand or your product.
Okay, so I said there were twoways that we're using repetition
.
One, as a recap, is we arereminding our ideal customer why
(09:22):
we are the expert, what it isthat we do that makes us so well
suited to give them thisproduct or service, and we need
to do it consistently and oftenso that we are reminding our
customers of that on the daily.
However we choose to engage andI don't I just because I help
(09:43):
clients on this on differentsocial platforms, doesn't mean
that I think that is the onlyway to connect with your
customer.
I think you can do that throughweekly email campaigns, through
newsletters.
I think you can do that throughpodcasts, you can do this
through live events, you can dothis through webinars.
Whatever client attractionstrategy feels the best for you
(10:06):
is what is going to connectpeople directly to you.
The second reason repetition isimportant is rooted in sales
psychology.
We as humans do not seesomething once, typically, and
say we are going to go ahead andbuy this product.
There are certainly industriesand product designers that have
(10:30):
benefited off of that feeling ofurgency or those impulsive
purchases, and certainly I amone of those consumers Like, if
I am out and I see a cute shirtat Target or something like that
(10:51):
, when I really just ran in toget like you know, you know dish
soap or something, then I buyit.
So there are certainlyimpulsive decisions that are
being made, depending on ourmood and all different things
that are happening in our life.
But primarily, buying behavioris rooted in seeing something
(11:16):
multiple times, and a study hasproven that this is eight times
that we need to be exposed tosomething eight times before we
make a purchase.
And so what that means is, whenyou are a small business owner
and you don't have the budget ofNike, where you can create a $5
million commercial on theSuperbowl, where you can, where
(11:38):
you can run incredibly detailedonline ads to be shown up on
absolutely every single site ofyour customer, you have to be a
little bit more scrappy andintentional of how you are going
to connect with your audience.
So that's where repetitionbecomes so key because, again,
we are not in the business ofassuming that everyone knows
(12:00):
that we, what we do and how wedo it.
We have to be the ones to tellthem.
And as, creating threebusinesses over the past seven
years, I know how scary that is.
I know how scary it is to plantyour flag and say this is what
I do, this is me when you'vemade approximately $0, you are
(12:23):
not this person.
You are moonlighting as thisperson who is creating this
business or brand, and you'rejust waiting for the day when
money rains from the sky and youcan say, yep, it all worked out
and I did great.
And I am still waiting for thatday.
But I will tell you that itfeels like that day is a lot
(12:46):
closer the more you keep goingand the more that you affirm to
yourself that you are thisexpert in whatever your product
or service is.
So, since we don't have thesemulti-million dollar advertising
budgets, we have to rememberthat we have to create a
strategy that works best for us,especially if we use the
(13:07):
holiday season as our example.
People need to know about ourproduct and we get to decide how
they find out about it.
I follow this influencer onInstagram who talks a lot about
using digital marketing and shehas a digital marketing course.
Okay, so I I connect with withher material.
(13:27):
I like her.
I think she's a fairlyinteresting person and she has a
um.
She had a course that I, a freecourse that I signed up for, so
I immediately got added to hermarketing emails.
I get emails from her prettyregularly, at least once a week,
but during Black Friday she wasdoing two emails a day and then
(13:49):
she was doing up to three textmessages a day that said the
sale is ending, it's time to buy.
It will never be this low.
Sale is ending, it's time tobuy.
It will never be this low.
Now I know, I feel in my ownbusiness, that there is a
difference between being alittle bit scammy and just
letting people know what you doand you have to find what your,
(14:13):
what your range is, what yourscale is.
I don't necessarily think thatI would be texting people three
times a day, but I'm going totell you that the psychology
again rooted in that eight timessomeone needs to see something
before making a purchase.
It did make me go and researchwhat it is that she was selling.
(14:34):
Take a look back and say isthis something that I think
would be valuable to me?
To look back and say is thissomething that I think would be
valuable to me?
So there is so much truth tothat of being.
When you say that the saying islike being in the right place at
the right time, it doesn't meanyou accidentally fell into this
hole.
That dropped you into the rightplace at the right time.
(14:56):
It means that all of the workon the back end and all of the
seeds that you planted up untilthis point worked for you so
well that they brought you theright opportunity.
And that's what I think weshould all keep in mind as we're
using the holiday season tocontinue to build our pipelines,
(15:18):
to continue to market ourproducts, or even for that 2025
sales strategy of how you'regoing to get in front of those
customers, because building thatclient attraction strategy is
really just picking the rightways that you want to connect.
If it's all through social andyou want to go all in, then
let's start talking aboutorganic marketing campaigns.
(15:39):
Let's start talking about howyou would want to use some paid
ads to be able to boost yourpresence.
If you're doing social plusemail marketing, maybe you have
a podcast.
There's no right or wrong wayto do this.
It's just how you best show upand present yourself so that you
can best tell your story, sothat you can bring your
incredible energy, service andproduct to your customer and
(16:04):
help change their lives.
So if you have seen manyexamples of Black Friday, I
encourage you to be a fly on thewall and see how you can use
some of those in your ownstrategy and planning for the
new year and the holiday season.
As always, if there's any waythat I can support you or talk
about growing organically onsocial, would love to help.
(16:27):
You, would love to connect.
Please shoot me a message and,as always, I hope you have a
fantastic week.
Hello and welcome to the Vicki Kotris podcast.
I am your host, none other thanVicki Kotris.
I'm a retired corporate girly,two-time six-figure founder
who's obsessed with brandbuilding, sales generating and
digital marketing.
My mission with this podcast isto share the lessons I've
learned, to help you make moremagic and money with your own
marketing efforts, and to feelinspired to continue on your own
(00:28):
journey as a creator andentrepreneur.
Here I'll share real lifestrategies, marketing tips and
mindset shifts that have helpedme go from cubicle to creator.
This podcast is for businessowners, creatives or those just
looking for a little moresparkle in their day.
So let's kick off this week'sepisode.
Hello and welcome back.
(00:52):
I hope everyone had a wonderfuland special Thanksgiving weekend
.
I had a relaxing, just sweet asit comes time with family and
friends and made the best out ofit, and I will tell you what.
It is so cliche to say, but itis such a nice time to just
(01:15):
reflect on the things that areimportant, the things that we
are thankful and grateful for,which, for many of us, is to be
surrounded by people that welove and be in good health and
find something in our lives tobe thankful and grateful for.
So I felt all the feels thisweekend, but what comes along
(01:38):
with the feels of breaking breadwith those that we love is also
the reminder of the consumerdriven world that we live in
because of Black Friday andCyber Monday.
So if you are like me, whosigns up for every single list
and coupon and exchange that wecould possibly get, odds are
(02:02):
your text messages, your inbox,your push notifications were
flooded with every Tom, dick andHarry trying to sell you
everything that you need and donot need.
And I was a fly on the wallthis Black Friday season.
I didn't have anything that Iparticularly needed and I'll
(02:24):
tell you what.
If you are with me and you area child of the 90s, then you
remember the whole breaking down.
You know the the door atWalmart at 3 am because they had
an $89.
You know 60 inch flat screen orsomething.
And I was one of those crazypeople because my mom and I
(02:47):
turned it into a fun event.
We would go shopping and havelunch and I always loved Black
Friday shopping Like I thoughtit was so much fun.
And now, as an adult, I feellike I've taken a little turn
into I wouldn't say aminimalistic lifestyle, because
I still love a good tchotchke,but being more intentional about
(03:10):
the things that I buy and whereI put my money.
But that is not what we'retalking about here today.
What we are talking about heretoday is what Black Friday and
Cyber Monday continue to remindme and continue to teach me, and
it is the perfect time of yearfor this message to be echoed,
(03:32):
especially for you.
If you see a large bump inholiday sales or you are in
gifting or consumer basedproducts, you know that are
perfect for holidays.
And the reminder is thatrepetition is the queen of all
(03:54):
marketing strategies.
And I'm thinking about thisoutside of the context of Black
Friday, of how this makes senseand really hammering home this
idea.
Number one is today I'm feedingmy son breakfast and we're
turning on Miss Rachel as justkind of like some background
noise.
If you have little ones at home, if you watch Miss Rachel, you
(04:17):
know that those damn songs willget stuck in your head all day
long because they just say thesame thing over and over and
over again.
So if you know sticky, icky,icky, icky, icky, icky, icky,
icky bubble gum, which is thewhole song, and that is how it
continues, then you know howeasy it is for that to get
trapped in your brain and you toseriously hear it at 3 pm when
(04:41):
you are thinking nothing of MissRachel.
And then I think about the samekind of principles that apply
when I was a teenager, evenyounger.
I would listen to a song onrepeat and after hundreds of
times of listening to it, I'dknow every lyric.
I would create a music video inmy bedroom, like there was,
(05:03):
there was like this, there waslike this thing that clicked and
I'm like, okay, well, now I'mthe super fan and now I am
transforming into ChristinaAguilera in my bedroom with
orange colored walls.
And the reason why I bring upall of these different examples
and why you may even be able toidentify it because you have
(05:24):
been targeted by all of theseads over the past week or so,
specifically related to BlackFriday is that repetition wins
the game.
So never assume that someonewho has seen you once or seen
your message in one way doesn'tneed to receive it in a new way.
And I think there's two thingsthat go along with this, because
(05:47):
I help people create digitalmarketing strategies and
specific social media contentstrategies that are very
repetitious in nature but rootedin a what I like to call a
monthly mantra that helpsconnect them back to their
overall brand mission.
(06:08):
And so when we break that upand talk about the repetition of
content, is that new followersare coming in all the time that
you may, even for small accounts, and I try to make that very
clear that you do not need a bigfollowing to have a super huge
impact on your business.
(06:29):
So even if you have a smallfollowing of a couple hundred
people and you're adding on twopeople per week let's say those
two new people they may be theperfect customer for you.
They may need the product thatyou are providing or selling,
but they don't know what you do.
They may have been brought intoyour account or brought into
(06:53):
your ether.
There's something else that yousaid which is fantastic.
That means that you're creatingcontent that converts, that
engages, but now we need tostart reminding them of what it
is that we do.
So, for example, I was workingwith one of my clients and last
(07:13):
week we were talking about OK,what you know?
What are we going to say?
What do you specialize in?
So she happens to specialize inhelping the 60 plus community
find homes in their next phaseof life because she's a realtor.
So you know people who.
When you're looking for afamily home, you might need that
five bedroom, three bathroom,versus 60 plus.
(07:37):
You're in retirement, you wantsomeone that's going to come cut
your lawn.
You maybe only want twobathrooms to clean.
We're going to, we're going tominimize the amount of work that
it takes for us to actuallylive in our space, and so when
I'm talking to her about whatkind of content that we're going
to create, a lot of it wasrooted in what was what will
(07:58):
speak to the 60 plus community,and she had asked well, won't
this be kind of old, like won'tthis get stale?
Cause that's all we'repromoting.
And I think that surface level,it's easy to say oh well, I want
, I want to have 80 differentmessages and I want everyone to
know that I'm this and I do thisand I can do this and I might
(08:20):
do this, um, or if they gave mea chance, I could do this.
And what we're doing is we'renot being specific and talking
directly who our ideal client is, and once we and we've talked
about this before is honing inon that ideal client allows you
to create a message that can berepetitious without being stale
(08:41):
and without being boring,because nobody wants that.
So your job as a entrepreneur,as a business owner, as a
marketer, is to figure out howto tell that story time and time
again, using different creativestorytelling techniques, using
(09:01):
different mediums, and it'salways going to be an experiment
of what works best for you andwhat is going to engage that
ideal audience to you, yourbrand or your product.
Okay, so I said there were twoways that we're using repetition
.
One, as a recap, is we arereminding our ideal customer why
(09:22):
we are the expert, what it isthat we do that makes us so well
suited to give them thisproduct or service, and we need
to do it consistently and oftenso that we are reminding our
customers of that on the daily.
However we choose to engage andI don't I just because I help
(09:43):
clients on this on differentsocial platforms, doesn't mean
that I think that is the onlyway to connect with your
customer.
I think you can do that throughweekly email campaigns, through
newsletters.
I think you can do that throughpodcasts, you can do this
through live events, you can dothis through webinars.
Whatever client attractionstrategy feels the best for you
(10:06):
is what is going to connectpeople directly to you.
The second reason repetition isimportant is rooted in sales
psychology.
We as humans do not seesomething once, typically, and
say we are going to go ahead andbuy this product.
There are certainly industriesand product designers that have
(10:30):
benefited off of that feeling ofurgency or those impulsive
purchases, and certainly I amone of those consumers Like, if
I am out and I see a cute shirtat Target or something like that
(10:51):
, when I really just ran in toget like you know, you know dish
soap or something, then I buyit.
So there are certainlyimpulsive decisions that are
being made, depending on ourmood and all different things
that are happening in our life.
But primarily, buying behavioris rooted in seeing something
(11:16):
multiple times, and a study hasproven that this is eight times
that we need to be exposed tosomething eight times before we
make a purchase.
And so what that means is, whenyou are a small business owner
and you don't have the budget ofNike, where you can create a $5
million commercial on theSuperbowl, where you can, where
(11:38):
you can run incredibly detailedonline ads to be shown up on
absolutely every single site ofyour customer, you have to be a
little bit more scrappy andintentional of how you are going
to connect with your audience.
So that's where repetitionbecomes so key because, again,
we are not in the business ofassuming that everyone knows
(12:00):
that we, what we do and how wedo it.
We have to be the ones to tellthem.
And as, creating threebusinesses over the past seven
years, I know how scary that is.
I know how scary it is to plantyour flag and say this is what
I do, this is me when you'vemade approximately $0, you are
(12:23):
not this person.
You are moonlighting as thisperson who is creating this
business or brand, and you'rejust waiting for the day when
money rains from the sky and youcan say, yep, it all worked out
and I did great.
And I am still waiting for thatday.
But I will tell you that itfeels like that day is a lot
(12:46):
closer the more you keep goingand the more that you affirm to
yourself that you are thisexpert in whatever your product
or service is.
So, since we don't have thesemulti-million dollar advertising
budgets, we have to rememberthat we have to create a
strategy that works best for us,especially if we use the
(13:07):
holiday season as our example.
People need to know about ourproduct and we get to decide how
they find out about it.
I follow this influencer onInstagram who talks a lot about
using digital marketing and shehas a digital marketing course.
Okay, so I I connect with withher material.
(13:27):
I like her.
I think she's a fairlyinteresting person and she has a
um.
She had a course that I, a freecourse that I signed up for, so
I immediately got added to hermarketing emails.
I get emails from her prettyregularly, at least once a week,
but during Black Friday she wasdoing two emails a day and then
(13:49):
she was doing up to three textmessages a day that said the
sale is ending, it's time to buy.
It will never be this low.
Sale is ending, it's time tobuy.
It will never be this low.
Now I know, I feel in my ownbusiness, that there is a
difference between being alittle bit scammy and just
letting people know what you doand you have to find what your,
(14:13):
what your range is, what yourscale is.
I don't necessarily think thatI would be texting people three
times a day, but I'm going totell you that the psychology
again rooted in that eight timessomeone needs to see something
before making a purchase.
It did make me go and researchwhat it is that she was selling.
(14:34):
Take a look back and say isthis something that I think
would be valuable to me?
To look back and say is thissomething that I think would be
valuable to me?
So there is so much truth tothat of being.
When you say that the saying islike being in the right place at
the right time, it doesn't meanyou accidentally fell into this
hole.
That dropped you into the rightplace at the right time.
(14:56):
It means that all of the workon the back end and all of the
seeds that you planted up untilthis point worked for you so
well that they brought you theright opportunity.
And that's what I think weshould all keep in mind as we're
using the holiday season tocontinue to build our pipelines,
(15:18):
to continue to market ourproducts, or even for that 2025
sales strategy of how you'regoing to get in front of those
customers, because building thatclient attraction strategy is
really just picking the rightways that you want to connect.
If it's all through social andyou want to go all in, then
let's start talking aboutorganic marketing campaigns.
(15:39):
Let's start talking about howyou would want to use some paid
ads to be able to boost yourpresence.
If you're doing social plusemail marketing, maybe you have
a podcast.
There's no right or wrong wayto do this.
It's just how you best show upand present yourself so that you
can best tell your story, sothat you can bring your
incredible energy, service andproduct to your customer and
(16:04):
help change their lives.
So if you have seen manyexamples of Black Friday, I
encourage you to be a fly on thewall and see how you can use
some of those in your ownstrategy and planning for the
new year and the holiday season.
As always, if there's any waythat I can support you or talk
about growing organically onsocial, would love to help.
(16:27):
You, would love to connect.
Please shoot me a message and,as always, I hope you have a
fantastic week.
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