Week 3 -- MKTG 6101 -- Commitment: Marketing in One Word

In Guerrilla Marketing, Jay Conrad Levison states, "I hate admitting this...but mediocre marketing with commitment works better than brilliant marketing without commitment" (25). Commitment is the secret to successful marketing. Think of a sports athlete, rich entrepreneur, or a movie star, do you think they achieved success overnight? Simply put, no. They were committed to their goal. They put blood, sweat, and tears into their goal. At times they could not see tangible results from their efforts, yet they continued. Commitment. They pushed past their personal doubt and the doubt of others. Commitment. Sacrificing personal time, for professional opportunities. Commitment.

Commitment is the key to success, and if you want successful marketing, then you need to stay committed. Think of strong brands like RedBull and Ford, they stayed committed to their marketing. RedBull stayed with "RedBull gives you wings" and stayed committed to their strong connection with the extreme sports community. Ford stayed with "Built Ford Tough" over the years and have recently narrowed their offerings to mainly trucks and SUVs. However, their commitment has always been to the working man, and they have stayed true to this identity. These two companies, like many others, understood their messaging and their target audience. They stayed committed to their marketing while adapting to the ever-changing world.

Companies like RedBull and Ford did not faulter when their marketing may not have resulted in their sales goals; they continued to press forward and understood their target audience. RedBull has helped to lift the X-Games to new heights as well as helped shape the energy drink category to what we have today. Ford's accomplishments speak for themselves--cars are everywhere, and every working-class person can afford one. Their marketing was targeted and consistent. They stayed committed to their marketing.

I believe if you trying to start a small business or build your brand, you should stay committed to the path you choose for your marketing. If you are attempting to create a small business that sells animal jackets, then contacting influencers to showcase your product, asking for customer photos of their pets wearing your jackets, and picking a recognizable logo are ways to stay consistent in your marketing. You may not always need to think big. Sometimes keeping offerings that your customers enjoy are far more important than large branding efforts. Having a dog party once a month may be something your local customers enjoy more than your actual product. Use everything to your advantage. Retain your customers and keep pushing.

Marketing is commitment--don't forget it and don't give up.