Is your marketing fit enough to beat the competition?

I was at a classic triathlon event at the weekend in Swanage, Dorset. I wasn’t taking part, I hasten to add, I was there as a supporter. Yet even though I wasn’t directly involved in the  swimming, biking and running it was a very stimulating event. The energy, enthusiasm and excitement of the contestants was palpable.

Some of the other non-athletic supporters had brought their dogs along and you could see that their animals were also caught up in the moment. From a dog’s eye view it was all fast moving legs, flashing wheels and whirling spokes, not to mention splashing waves of windmill armed swimmers launching themselves into the briny. In fact the total sensory overload was almost too much to bear, causing the dogs to strain at their leashes. Given half a chance they would, beyond a shadow of a doubt, have joined in, too.

And it occurred to me that good advertising is like a well organised triathlon in many ways. It caters for a real need; attracts attention, creates and builds excitement; is well thought through and organised. From start to finish the ‘call to action’ is brilliantly mapped out with expert marshalling every inch of the way. Leaving everyone happy, content and glowing with satisfaction. Only without the aching knees, hips and back…

So in these competitive times, make sure your marketing is fit enough to go the distance.