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Momentum Marketing

by Randall Craig on February 6, 2015

Filed in: Blog, Content, Make It Happen Tipsheet, Marketing

Tagged as: , , , ,

What is the difference between a successful marketing campaign and an unsuccessful one?  Yes, ROI is certainly the standard answer, but it is also completely insufficient.

A single marketing campaign is not very different than a car going uphill, battling gravity, with a driver giving a single pump of the gas pedal. The largest sport-utility or the speediest sportscar fight the same battle: let off the gas, and they will both eventually slow down, stop, and then start rolling downhill.  Likewise, the inertia of the market – competitive noise, client disinterest, and short-term memories – can only be overcome with more than a single pump of the marketing gas pedal.

What does this look like?  Consider:

  • Social Media:  Scheduled posts, interactions, and connections.  Evidence that the community is alive – not a ghost town or a repository of narcissistic postings.
  • Content Marketing:  Continuous creation of target-audience-relevant content, across a number of target-relevant channels.  Stopping content development means that you were more relevant in the past.  Today, you are yesterday’s news.
  • Advertising:  This can provide exposure to audiences that earned media cannot.  Stop advertising, and that exposure goes away.
  • PR and Media Relations:  Being asked for your perspective by the media is key evidence of your thought leadership, and is a powerful positioning and awareness tool.  Stop your efforts in this area, and you quickly become invisible.

If Brand can be defined as what you represent, then the momentum from these activities creates a seamless gap between what you promise and what you deliver.  While the mix of these four strategies will be different for every organization, momentum builds Brand.

This week’s action plan:  Look back at your last year’s marketing activities – which ones are no longer active?  While you can’t go back in time, you can start tomorrow’s momentum today. Restart the ones that build cumulative value, and you will find that elusive ROI – and a competitive advantage.  Success in marketing requires momentum.

Marketing Insight:  Traditional marketing teaches about the Four Ps:  Price, Product, Place, and Promotion.  While momentum might not start with a “P”, it has a more powerful, and enduring impact on your marketing success.

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 Randall Craig

@RandallCraig (follow me)
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Randall has been advising on Digital Strategy since 1994 when he put the Toronto Star online, the Globe and Mail's GlobeInvestor/Globefund, several financial institutions, and about 100+ other major organizations. He is the author of eight books, including Digital Transformation for Associations, the Everything Guide to Starting an Online Business, and Social Media for Business. He speaks and advises on Digital Transformation, Digital Trust, and Social Media. More at

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