When I was a penniless college student at Gonzaga University, I pushed many a “beater-with-a-heater.”
I pushed my ’69 Beetle. I pushed my ’73 Maverick. I pushed my ’81 Chevette. I became an expert at pushing cars in rain, snow, sleet or hail. Laugh all you want, but that Beetle was sweet when it was running.
Anyway, first thing you do is you remove the emergency brake. That helps a lot.
Then you place your hands on the trunk lid, lean in and push. At first, the car will barely budge.
So you lean into it more, dig in with your feet, and put your shoulder against the trunk and push with all you have. Provided you aren’t going up hill—that sucks—the car will begin to creep along slowly.
As the car begins to roll, momentum will take over and things will get easier.
Soon, you’ll be walking behind the car, one hand on the trunk.
That’s what it’s like with marketing.
When you first get started, it takes everything you have with seemingly no results.
As you make adjustments, little things begin to happen.
And if you get the opportunity to make more adjustments to your adjustments, you can turn those little things into bigger things.
Eventually, marketing gets easier, momentum takes over and the results will come.
That’s why casting responsibility is so important: Your organization must have the right people on your team internally and externally.
All too often, organizations fire their CMO, Marketing Director or marketing firm before they’ve had a chance to make the adjustments that make the difference between success and failure.
So, how much time should a Marketing Director, CMO or marketing firm be given before you start to see results?
Comment below to weigh in.