persistence in marketing

02.22.2008

In order for anything to work, you have to be persistent. Persistence is an important key to success. But in marketing it’s especially true.

Your work, brand and company message need to be seen by your target on a regular basis without it becoming annoying (for fun, some annoying commercials here and here.) The more vehicles you’re using the better. And if you’re vehicles are different than everyone else, that’s even better. I wrote a decent post on some marketing vehicles.

Being persistent with a narrow target of potential clients is the absolute best. Why waste your marketing money on a broader group when you can narrow the list down and target the people you know you want to do business with? Persistence with these people will really pay off.

As with anything a marketing plan should be a long term plan that will take a while to develop. The best returns in business are ones with projected long term results. Short term thoughts and fixes are a recipe for disaster.

I see marketing working like the snowball effect. When you start out, it’s small. The longer that snowball is rolling, the more momentum and energy it builds up, gaining more mass and surface area. Eventually that snowball is so huge that nothing (virtually nothing) can stop it (Apple?). It rolls nearly effortlessly as you become more and more successful.

Be persistent in everything you do, be smart about it, plan it out and study the results. You’ll be glad you did.

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3 Responses to “persistence in marketing”


  1. I’m new to your posts would like to say thank you for all your efforts.


  2. Its so true. And your example of Apple is a great one. Just look at the iPod. Marketing is everything.

    If you have an incredible product but no marketing, then you will not sell anything. But that said, if you dont market at your target market, you might as well be advertising to polar bears.

  3. Brett Says:

    Great point on narrowing your target and then pounding your persistence at them. Persistence stretched out over a wide landscape is just diluted and ineffective. You’ve got to be choosy.

    Ethos, I know what you’re saying about the great product and no marketing remark, but I disagree slightly. If the product is great, it still has potential to move if customers somehow stumble across it and spread the word voluntarily. Great marketing of a not-so-great product usually leads to a big spike at launch, followed by a discontinuation within 2 years.


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