The Zen Of Mountain Biking; Hell What About My Marketing Plan?

Ever feel like your mountain biking experience is Zen like this:


Ever feel whole like this:

Now, is your marketing plan full circle? Most marketers sit in the realm of "message/brand", however, I'd argue that these are the easy parts. The real challenge with marketing isn't necessarily your message, it's your programs!

As always, I typically compare sports to my blog message. Let's imagine a marketer who has developed a strong message/brand, but has limited program execution (M1) and compare that to a marketer who has limited message/brand, but great programs (M2) and let's compare that to mountain biking.

M1: having great message/brand is nothing without distribution! Strategies change, products/services evolve and executives change their minds. Having a strong message/brand is important, but without vetting that through marketing programs means you don't know if you're succeeding. It reminds me of the racer that looks great (fit); but get them in the back country and their "greatness" (or lack thereof) really shows. I'm sure we've all seen this guy/gal. They talk big, look great, but can't seem to ride longer than five hours!

M2: having great programs is so much more important; and so is a good message, but by adjusting and being nimble with your message, you'll soon find out how to target all of your audience. Reminds me of the mountain biker you see at a race that looks punchy. You know, tough! Their bike is good, but has lots of "extras". You think, what's up with all the weight?. True, but get this guy on the back country downhill and he can adjust to any conditions.

The story: don't be so MESSAGE/BRAND heavy! Focus on the tactics and the bumps in the trail.

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