There is No Finish Line to Your Marketing

Believe it or not, but I've actually seen companies refer to marketing as a game, race or contest of some type. Having spent 20 years dedicated to this profession, this is insulting not so much to me, but to businesses out there. Let's be very clear about this: marketing is a continuous process. It is not a game, there is no finish line, and no winner is declared. Any kind of thinking along those lines suggests that marketing actually ends. If that's the case, then you can kiss any sales increases goodbye, say so long to revenue growth...you get the picture.

The idea is that properly planned and strategically executed marketing activity will influence your sales and business development efforts and ultimately help you achieve revenue goals. BUT, that's not where it ends - otherwise, pull down the blinds, shut your doors, and hit the showers. As a continuous process, marketing will keep your sales engine running well with the right amount of fuel. You never want that well to dry up.

Always consider the criticality of your marketing strategy, plan, execution, implementation and measurement. Keep that engine running and your marketing roadmap clear of obstacles and dead-ends. Doing so will put you on the path to business growth...not the end of the line. And, when you have a moment, check out MarketingSherpa's wisdom report.

Clutch Marketing

Gatorade has a couple of interesting 'League of Clutch' commercials that have been airing for several weeks. In particular, the one featuring Kevin Garnett (aka KG) caught my attention and that of my client, Chip Felkel of The Felkel Group. While discussing his business, brand promise and unique attributes, this commercial came to mind. The key point is that you have two choices: be history or make history. That's pretty powerful and bold. But, when you think about it, this makes sense. I liken it to being a sideline observer or jumping in the game to make a difference in the outcome. That's what happens in the marketing arena - spectators achieve no results beyond the satisfaction of watching while those that are engaged with the market, customers, etc. are reaping the benefits of their efforts. But remember, marketing isn't a game - it's an on-going effort that continues to pay-off for your business.

As Gatorade suggests, you can be history or make history. Which one is for you?