The Boston Globe this week showed their annual picture of a large truck driving all of the Boston Red Sox equipment down to spring training in Florida. This is a much anticipated photo for Boston sports fans, as it signals the end of winter and lets us dream about what our beloved Sox will do this summer. For me, it also strikes me as a reminder about the length of the baseball season
Spring training gets going in February and the World Series does not end until late October - 8 months! Between now and then, you will probably shovel snow, cut the lawn many times, wish your Mom a happy Mothers' Day, maybe take a vacation, rake leaves, see the kids finish one school year and start another. For baseball players, this is one long season with many ups and downs.
Like a baseball season, your marketing season (which basically never ends) will have those peaks and valleys. A baseball season lasts 162 games and teams will have both winning and losing streaks, there will be injuries, there will be high times and low times. A marketing season will have at times an abundance of leads and opportunities to work on - and there will be be "slow" times. There will be marketing campaigns that work and some that don't. Either way, you will have to persevere through the entire season.
Like a baseball team, your marketing program will have strengths and weaknesses. A baseball team might have a great infield, good hitting but poor pitching. A marketing "team" might have strong creativity and proactive ideas but poor execution. Either way, your strengths need to compensate for the weaknesses so, as a team, you win at the end.
Like a baseball game, you will have many opportunities to score. A baseball game consists of nine innings and each inning allows three batters (at minimum) to make something happen. In a marketing game, you get many chances to make something happen. It will be up to your marketing team to be resourceful (like a good baseball team) to execute a plan for maximum "runs scored."
As your favorite baseball team relies on key areas such as hits, runs and good defense, your marketing team should focus on key areas like lead generation, data appending, promotional imprinted products, and mail order fulfillment services. As the baseball managers rely on statistics to manage and guide their team, a top direct marketing agency uses statistics like ROI, sales conversion, and profit margin to manage their team.
So as we see that infamous truck head to Florida with all the bats, gloves, and balls, it makes you remember the long season ahead for both baseball players and marketing people alike.