Grin & Bear It...

We Chicagoans have waited 21 years for Sunday: another Bears Super Bowl.

Many experts favor the Colts. I've heard pundits say the Colts by 7 --
based on their record.

But Sunday has nothing to do with yesterday. It's all about a few short
hours in Miami. It's about which team has the strongest strategy and
the best execution on that one day.

The same is true in marketing.

Successful marketers think a lot like successful coaches. They develop
a focused strategy and inspire their team to execute it with precision.
They've spent hours studying the competition to know their strengths
and weaknesses -- and they're honest with themselves about their
own.

Most importantly, winning marketers have a game plan.

If their original game plan falters, they have a back-up plan. (There's
no shame in resorting to plan B -- the only shame is not having a
plan B.)

If you've watched the Bears play, you know it isn't pretty. But they
get the job done. Sometimes it doesn't even look like they have a
strategy. But maybe that IS their strategy. To be unpredictable. To
throw the competition off by not doing what's expected.

That can make for excellent marketing, too. Think about it: Shaking
things up a little can throw the competition off balance enough for
you to grab a bit more market share.

Remember: 2006 sales reports are old news. What really matters is
the next sale. Smart marketing is forward thinking. You can't just sit
on your haunches delighting in yesterday's successes. You need to
always be thinking about tomorrow. Go team go! Rah! Rah! Rah!

Sorry. Got a bit carried away there...

Sunday, the big game will end. One team will win, one will lose. No
amount of Monday morning quarterbacking will change the outcome.
It's all decided in those 4 quarters. So that's the time to give 100% --
or forever live with regrets.

Hmm. Interesting. It's all about four quarters. Really does remind me
a lot of marketing.

NEXT WEEK: My favorite Super Bowl Commercial -- and why.

- Phil Sasso