A Key to Marketing Success - Persistence!

Anyone who watches Mixed Martial Arts or boxing knows there are very few, if any, one punch fights. The fights are almost always decided on points or well into the match by a knock out punch or strike. The winner is successful because he has trained better than his opponent. He has better technique and has worked many, many days to get into better shape by doing an incredible number of hours of cardiovascular training. He has run miles, he has lifted lots of weights, he has spent lots of hours sparring, because sometimes the key to winning is sometimes to be the last one standing. You need to outlast your opponent.

It's the same way with marketing. You won't be successful unless you get the message out for a period a time in a campaign. Even if your product is a household name, your money is much better spent on a mixed media campaign over a 6 week or longer period rather than taking $7 Million; $9 Million, (whatever the number was) and spending your entire budget on one 30 second Super Bowl commercial.

Why? I was hoping you'd ask! For a bunch of reasons! For one thing, a portion, large or small, of your target market doesn't or couldn't see the game (discounting DVR's for this discussion). So no matter how good the commercial is, if they don't see it, you didn't connect with them. Second, circumstances change. If you're selling pizza, some portion of your audience won't be hungry when the commercial runs. As a result, they MIGHT, but it's more likely they won't remember your product when they have the munchies a couple hours later. If you have a marketing campaign, they might not be hungry the first time they hear your advertisement, and might not be hungry the second and maybe even the third. But if you get the word out over an extended period of time you increase your chances of success.

You want to play the odds and if you don't get them the first time, catch them the second or fifth or twenty fifth time. If you're like me, you stand a better chance of winning by putting a couple of bucks on a few different number on the Roulette Wheel instead of betting the ranch on Black 7 to win! So the point I want to make is that your money is better spent getting the word out a bunch of times through different outlets in a less expensive method, instead of blowing the budget on a one shot star studded extravaganza.

Thanks for reading. Any questions, comments feedback of any time is appreciated.