By Elizabeth Boineau
Contributing Writer

“Success is not final; failure is not fatal. It is the courage to continue that counts.”

~ Winston Churchill

I found the Turin 2006 Winter Olympic Games thrilling to watch. Seeing athletes’ spirit, energy, persistence and enthusiasm through trials and crashes, and then watching them conquer the slopes was exhilarating and heartwarming.

Witnessing Michelle Kwan’s graceful yet emotional withdrawal from the figure skating competition, somehow never having won Olympic gold despite being a five-time world champion and nine-time U.S. champion, was a lesson in sportsmanship and character.

Thankfully, pain in the sport of marketing is hardly ever physical. However, in terms of intellectual challenges and mind games, what can we, as marketers, learn from the Olympics?

In the marketing industry, competition abounds, and an opponent may be stronger and more fit, may devote more time each day to practicing, and may have the right formula or fit for a particular prospect or game plan.

But remember: One size does not fit all.

“You have to learn the rules of the game. And then you have to play better than anyone else.”

~ Albert Einstein

To remain in the lead and bring home marketing gold, here are some lessons we can glean from the Olympics.

Get strong. Identify the business you want and why it is a fit. Learn all you can about your audience and your competition.

Specify what exactly you do, and work it into a compact message that has impact. Be sure you use it everywhere and that everyone tied to your business knows and hears it too.

Stay in shape. Practice your pitch often. Audit your communication tools to be sure you are consistent with your message and pitch.

Seek an outcome from your encounters, and time your outreach so you leave an impression.

Persist. Make a clean database of prospects and customers who may have more business to give you.

Make a list of names, telephone numbers and e-mail addresses, and assign yourself the task of initial contact, meeting and follow up.

Set scheduled reminders that pop up to make sure you don’t forget.

Keep your skills sharp. That means staying on top of what is happening in your industry, reading and following business and marketing news, being aware of shifts in the marketplace that impact supply, demand and your competitive position, and staying on top of changing consumer needs.

Know when to quit the race. It is good to know when to turn to something else that may hold more potential for you. I suggest it is after three or four calls or e-mails that go unreturned.

There are others who need you and for whom you and your product/service are simply a better fit.

Your time is valuable too, and there’s a finish line, remember?

Here’s to making the race mostly a downhill one and always bringing home the prize, whatever and however long the race.

Elizabeth L. Boineau runs E. Boineau & Co., a Charleston-based strategic marketing communications and public relations firm. E-mail her at eboineau@ eboineauandco.com.

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