Peanut Butter & Jelly

Why order matters in marketing and MARCOMs

For breakfast this morning I had a peanut butter and jelly sandwich. At one point while I was quickly eating (peanut butter half on the bottom) and helping get my girls ready for for the day, I set it down. When I picked it back up, I had inadvertently flipped the sandwich and resumed eating - this time jelly half on the bottom).

Why do I share this?

Because I noticed.

(Seriously - try it. You can taste the difference.)

It got me thinking about the importance of MARCOM sequencing for consumers - the order matters.

So often, we spend time focusing on the next piece of creative or analyzing the results of what we've recently put out into the world. But we should spend more time on the front end being intentional about not what we send, not when we send it, but the order in which we send things into the world.

Why should we invest so much time and brainpower into thinking about sequencing? For the same reason I noticed when my sandwich was "upside down".

Order matters.

And it's not just the order in which you (as a brand) want to share with your customers - but rather the order in which they want (or need) to hear it.

There's a reason I called my breakfast a "peanut butter and jelly" sandwich, not a "jelly and peanut butter" sandwich.

Thanks for spending time with me in my workshop,

Eric