Commitment in marketing

Commitment is the single most important factor in the success of any marketing program. Mediocre marketing with commitment will outperform brilliant marketing without it.

Commitment in marketing means:

• Taking it seriously: You're not just playing around or hoping for a lucky break. You are dedicated to making your marketing work.
• Sticking with it: You don't abandon your marketing plan at the first sign of trouble. You understand that marketing is a process with ups and downs, and you stay the course.
• Having patience: You don't expect instant results. You know that it takes time to build a brand and win over customers.

The story of Marlboro cigarettes is a powerful example of commitment. After a year of the "Marlboro Man" campaign, the brand was still in 31st place and perceived as feminine. But the company remained committed to the campaign, and it eventually became the best-selling cigarette brand in the world.

Without commitment, you are likely to give up on your marketing plan before it has a chance to succeed. With commitment, you can weather the inevitable storms and achieve your marketing goals.