Wednesday, 10 June 2009
Toughing it Out
Last week I got back to London from a four-day mountain biking trip through the French Juras mountains. For somebody as un-fit as me, it was a major challenge to get through the 6 hours of biking we were doing every day and there were certainly some points I felt that I couldn’t make it.
Luckily I managed to tough it out and get through the trip. I came home happy to have overcome a challenge and feeling a bit fitter too. So what has this got to do with marketing? Well, marketing guru, Seth Godin said it quite eloquently in a recent post:
Marketers have it tough today, just like job seekers, job holders, laid off people and people worrying about being laid off. It’s not easy, very few people are getting what they deserve. You can’t just run an ad or send in a resume and succeed.
Even though we’ve seen various signs of an easing in the global economic crisis (or maybe we’re just getting used to it), times are certainly tough. Sticking to the tried and tested methods for marketing services, products (and ourselves) won’t necessarily work anymore. We’ve got to try new, risky, innovative tactics to market in this economic crisis. At times this is going to be very very hard, we’ll be tempted to give up and go back to the methods we’re familiar with, a lack of immediate success might spook us. It’s important to tough it out. Even when our budgets are slashed and our targets are hiked up, even when it all feels overwhelming. Hanging in there that extra bit longer, trying that extra bit harder could be the factor that brings in big rewards.
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