Stage 3: Eurhythmy

What is eurhythmy? From the Greek word euruthmi, from euruthmos, it means rhythmic, well proportioned. In architecture the eurhythmy means harmony of proportion. In music it’s meaning tends to fall more toward rhythm. Rhythm is proportions of time.

In marketing, eurhythmy has just as much significance in rhythm as well as proportion. I’ll explain how theses two elements are different and both vital to your marketing success.

rhythm-Everything has a rhythm; the earth, our bodies, your customers buying habits, your brand, and even your company. We’re seeing first had the rhythm of the economic status of our nation and world. It goes up, down, up, down…and we’re all hoping for it to make that turn back up right now.  You have to define the market rhythm and trends. Are there weekly, monthly, quarterly, or annual cycles? Are there up seasons and down seasons. Is your product a flash in the pan or a long-term solution? How would your marketing change if it were a flash in the pan? Long-term solution? Are you launching a new product because you can or because it fills a real market need? Is your new product filling your job protection need?  

proportion- Proportion is used to define a part in relation to the whole and establish relationships between things. There are two elements you’ll need to measure the proportion of in your marketing efforts. You’ll want to make sure your current marketing efforts are in proportion with the brand positioning statement, capability, and company. What does this mean? Don’t over promise. Don’t sell what you don’t have. Don’t pretend to be what your not or can’t become. Don’t give your customers a reason to not become repeat and loyal customers. People want to be brand loyal. We are searching for something to believe in and count on. It’s one less think we have to think about or worry about when we go out to buy or shop or any item.

Secondly, make sure your marketing efforts are in proportions with your customers and the market. Don’t spend more than you have and spend enough to get results. Make sure you’re marketing efforts are ALWAYS targeted at your ideal/prime market. Don’t get caught up in the small percentage of customers who aren’t defined by your demographic. They are icing on the cake. For example, Diet Coke targets females between the ages of 25-35 or something like that. I know plenty of men of all ages who drink Diet Coke. I have yet to see a Diet Coke ad targeted at men. Coke knows how to do it. They know how to target their customers and keep their brands successful.

Together rhythm and proportion create a harmony. Harmony summarizes the Eurhythmy in marketing. Stay in harmony with your customers, capabilities, brand positioning statement, market, and trends. You do that by spending time with your customers, around your customers, and researching your customers. Marketers don’t make products then find customers. Marketers find customers then develop products. 

Additional reading

Continue reading: Stage 4: Symmetry (Coming Soon)

Go back and read: Step 1: Order