No, not the Crime and Corruption Commission - you have bigger problems if you are reading this to get tips on how to manage CCC investigations; CCC really stands for:
COMMITMENT CONSISTENT CONFIDENCE
Commitment means allocating resources to the plan and let the plan run its course. Just as a farmer does not harvest a crop after sowing the seeds, so you should allow your marketing plans to grow and produce the designed outcome. Your plan goals will indicate what sort of outcomes you are going to expect if successful. If the plan is designed to increase market awareness and market share within 12 months, then don’t pull reallocate resources because you cannot see the increase in sales after 2 weeks. Stay committed to the plan.
Consistency is tied into who you want to be and who you are marketing to. If your business targets adolescents, then keep your marketing activities with this demographic focused. Don’t target expectant mums next week or the blue rinse set next month.
Additionally, and the big players do this well, they define their corporate identity and this identity is woven into every activity that they launch. It’s no coincidence that Apple has branded itself a certain way. Now when you see white IT and communication accessories, you immediately assume that it is an Apple product. The same goes for different words – “Yes” always equals Optus. Beyond words, associated culture always needs to be consistent. Amatil Coca Cola is always promoting young, fun, friends. I doubt you will ever see them sponsoring a mental health organisation or a seed planting program in West Africa.
Your internal attitudes can influence the outcome. This one needs to be treated carefully as over confidence can be seen as arrogant, and consumers don’t like arrogant. If you believe in the product, the brand, your campaign, or your staff, then back it/them all the way. If you are wrong then fess-up and admit it, fix the issue and then back it 100% again. If you waver then your customers will translate this as weakness, and you lose ground.