Consistent means the tactics must be repeated in precisely the same way, the same time, the same place over a period of time to build connection, reliability and trust with your customer. Best way to do this is build a calendar and then follow it faithfully. Discipline is required. It's not easy.
Measurable means the specific actions have metrics that can be documented to indicate a baseline of activity and then recorded with consistency over the course of the campaign to provide critical data on the success or failure of the tactics. Best way to do this is to use a spreadsheet to track the key metrics that indicate the success.
Focused means the audience is clearly identified, the message is specific to this audience and the action required is simple to understand and execute. The best way to do this is to script your activities as best you can and create a best practices handout. This way everyone is involved, supported and participating.
This past week I provided a small business with a marketing proposal to double their sales in three months. The proposal laid out the plan which included documenting the goal, timeline, tactics, metrics and measurements in a very simple and concise manner. (I usually use PowerPoint to deliver my plans because I like to keep things simple. Eight slides in total with six slides dedicated to the step by step approach over three months.) Having spent time with the organization, I recognized that what was missing was consistency and measurement.
The comment that came back to me was "we already do a lot of the things". It turns out that the company does in fact do things, but with a lack of commitment to regularity, with no data collection and no script which means that the efforts rely on the mood of the day. There is no employee buy-in or agreement to the plan, and no measure of effectiveness of the current activities.
Marketing your business requires rigor and commitment which ultimately lead to consistency in the daily efforts of attracting customers. Your company's goals should be to connect with every possible targeted customer and deliver exactly the same message supported by follow up action, every time. Keep track and share the results.
This is not to say that every marketing activity will be a success. But without metrics how will you know? If you want to reach your goals this week, this month and this year take three words and put them to work in your business. This is how marketing makes an impact. This is how you succeed.