Issue Number 18

A Marathon Approach to Marketing

The Long Run

Whether it's preparing for a forthcoming product launch or the industry tradeshow of the year, creating successful marketing campaigns often requires the effort and endurance of an athlete. No wonder so many marketers collapse after the mad dash that carries them across the finish line.

They're exhausted, sure. But they're also losing out on incredible opportunities to communicate their message to the most important audience of all: those people they missed in their big push.

Sprinting from one short-term finish line to the next is one way to outpace your competitors. Another is to view the challenges ahead of you, then develop a marketing campaign with, forgive us, "legs" effective enough to set your business apart in the long run.

As in a real marathon, strength and strategy make all the difference.

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