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Why Marketing is like Swimming

Marketing is like swimming - Marketing Doris

Whilst I was swimming lengths in my local pool last night, it occurred to me that there were parallels with marketing.

When no one else is in the pool, the water is smooth and I seem to swim quicker but there is something disconcerting about being there alone.  Where is everyone?  Am I missing out on something else?  Marketing is a little like that.  We can be ploughing along with our own campaigns, making progress, but worried that someone else is doing better elsewhere.  It’s always advisable to keep an eye on the market and your competitors, but if what you are doing is bringing you the results, then stick with it!

Usually I find myself sharing the pool with others and there are obstacles to negotiate as I attempt to finish my routine.  Fellow swimmers like myself may be focussed on lengths and somehow we manage to find our own space.  Even sticking to our own swim line, the movement in the water of other swimmers causes ripples and sometimes creates waves that splashes water in my face and up my nose to slow me down.  In business it’s realistic to assume that other organisations will be marketing in the same space as you, though if you have done your research right and if you are focussing on your own USP’s then there will be room for you all.

At other times the pool is very busy.  Alongside the exercisers, there are parents with babies and young children, there are older children jumping in and calling for Dad to throw them in the air and there are those using the facilities for the day looking to relax and they are pootling about in the water stopping to chat often.   It’s almost impossible to try and stick to an exercise routine and it could be easy to get annoyed by the situation, but on those occasions the best solution is to adapt or return another time that would suit me better.  It’s the same in marketing, it’s about picking the right time and the right medium to achieve your objectives.  You won’t always get it right but with research and planning you’ll be in with a fighting chance.

For marketing that will make a splash in your market space, give me a call to discuss on 0790 3727750 or helen@marketingdoris.co.uk

Feedback:

FDR Law LLP
Tim Jordan, Partner
"I engaged Helen last year to work one day a month with my firm in coordinating the marketing for the launch of our new brand. We previously had a number of in-house marketing executives working on a full"
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