BrianButler

History tells us the original marathon was run by a Greek man named Pheidippedes. During a war between the Greeks and Persians in 490 B.C., he was requested to run back to Athens to announce the Greeks victory. He ran all the way from his hometown of Marathon to Athens, a total of 26 miles. Upon delivering the good news, Pheidippedes dropped dead.

While our competitive business environment is challenging, hopefully none of us are “at war” with the competition. But, our determination to stay the course and willingness to run a marathon may be the deciding factor in winning the race. 

Many things will go against you in your marketing communication strategies with your target audience in order to win their attention, interest and business. Since so often the urgent can block out the important; sustained marketing efforts sometimes are a casualty of changing market conditions, and impatience over immediate sales results. 

Marketing isn’t a “quick hit” for immediate sales. Or a singular event meant to drive results forever. Marketing is more like working out. You don’t do it once and stay strong forever. In the same way, to give your organization long-term sales “muscle”, marketing needs to be an everyday, long-term commitment. 

One of the first casualties of organizations (or industries) in the latest recession was the marketing effort. One of the most common strategies was to cut prices and pull back on advertising and marketing and sales support. Both are the wrong answer, always, but certainly in times of adversity. Many studies have shown that in times of trouble, smart companies actually increase marketing activity. The result is invariably an increase in sales and market share because so many competitors are pulling back. Acquiring customers can be easier when others aren’t even trying.

The Boston Marathon is just days away and then will be over. Our quest for new customers never will be. A successful marketing program that is committed to for the “long run” will; draw customers to you, generate a constant flow of new business leads, create a “presence” for your organization in the marketplace and focus the attention on the prospect instead of the product.

Though at some times you’ll be running at full speed, successful marketing is not so much a sprint as it is a marathon. Be prepared to go the distance.