Marketing is a Marathon
2009
Marketing is a long-distance sport. It’s meant to carry you over the finish line not just for today or tomorrow, but for the long term. Unfortunately, many business owners look at Marketing as a sprint – a quick run to help when the team is down and sales are already challenged.
As in any great sport, practice and diligence is required long before the actual event or big race. Marketing is not something that is pulled out at the last minute like a steroid drug. Instead, it takes ongoing conditioning where a company continuing practices what it preaches, fine tunes its messages through self-examination and monitors itself against previous performances.
It’s the reason great marketing is consistent similar to a Michael Phelps swim relay. It would be surprising for the swim not to go smoothly because he is consistent in his practicing, strokes, techniques and doing what it takes to efficiently cross the pool.
Most companies like most individuals have a hard time staying committed to a long-term routine for better health. For people it’s frequently called exercise and good eating habits. For companies, it involves marketing.
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