Today I had a very yummy luncheon at the Four Seasons with a hospitality and tourism networking group here in Atlanta. I met some new people, stuffed my face with as much free salad and pasta as I could, then listened to a speaker from a Trade Show marketing company.

His topic? Simple, “The Basics of Successful Marketing.”

I think there are times when we try, not only in marketing but many industries, to dig almost too deep to be the best and the first. Sometimes we forget the basic ideals originally motivating us to pursue our current careers.

I love SEO because it’s such a dynamic industry, things are always changing and moving forward. But with that fast paced progress, I think it’s important to occasionally step away and go back to the basics.

The speaker went through and identified things in marketing not to do like spamming, cold calling, sending boatloads of unsolicited direct mail (catalogs, brochures and partnership/selling your business letters) and making elevator speeches. These are all things we hate, so why in turn do it to others who hate it as well? (These are things I know not to do but just figured I’d add it so the people spamming our comments section might get a clue).

The purpose of marketing was briefly mentioned as well as the three elements essential to any good campaign which I will share in paraphrased brevity:

Consistency
Everything you say, create and do should have the same message and branding throughout.

Frequency
Reinforce who you are and what you do by staying in touch with you contacts. Don’t shove your brand on them, just remind them that you’re around, should they need a(n) [insert whatever you do here].

Variety
The speaker told us an interesting story about a guy who religiously sends him three emails a day and that is his only form of marketing. Diversify your marketing efforts by rotating output information (email, snail mail, brochures, website updates) but make sure it’s solicited, otherwise it’s just junk.

I think because the crowd mostly represented people from the tourism industry, like managers or sellers, the discussion was particularly poignant to them if they were interested in general marketing tips. But to those of us who are more in tune with the marketing world the discussion was helpful in bringing our sometimes over-thinking minds back down to earth.

We have to remember who we are serving, how to talk to them and keep what we know fresh, never forgetting the lessons we learned along the way.