Originally uploaded by davidagalvan
The word sustainability has become a strong new buzzword the last year or so. I’m seeing it in the green movement, business models and even in executing a marketing plan.
After creating a marketing plan (you know a little strategy about who you want to attract, what you want to communicate, what action you want them to take and then all the little action steps of the tactics) sustaining the efforts can sometimes feel like more than you bargained for.
Finishing the new webpage, writing the next press release, updating the prospect database, finding the right trade show all these steps take time, but mostly take perseverance.
Figure out a way to help yourself and your staff take those steps to make marketing part of your everyday routines. Sustainability is sticking with it for the long haul, even when you get distracted, don’t feel like, aren’t sure if it’s the right course or just feel discouraged.
To establish your brand and keep your branding in top of mind with your potential audience, you’ve got to continue to execute. We live in a world where yesterday’s news is seems so much older now now with instant Twitter communication, AIM, and Texting, sometimes even email seems like old news.
In order not to burn out, remember the turtle and the rabbit (okay, an updated version of the tortoise and the hare) it’s not the fastest, it’s the most consistent routines that will win the race.