Sometimes marketing is like …getting in shape?

I LOVE “The Biggest Loser.” I’ve never been one to get addicted to a TV show – to cancel plans with friends or rush home at a certain time simply because a TV show’s on. And to be honest, I’m still not. But, if I were to do that with any show, it would be “The Biggest Loser.” Luckily, I have DVR or I might have to re-think the above-mentioned statement.

So every week I watch “The Biggest Loser” enthusiastically, and when it’s over, I look forward to next week’s episode. And when the contestants continuously lose five, seven, 10(!) pounds a week, I think “Man, I would love to do that. I could totally do that.” And then, sitting comfortably on the couch, I go back to my noodles and cheese or my glass of wine.

So why don’t I lose any weight? The answer is clear: Even though I know what to do, I simply don’t do it because it takes focused work. At the end of the day, I’m tired. I like healthy food, but I don’t cook well. I injured my knee a month or so ago and haven’t taken the time to learn some new, knee-friendly exercises. My life is busy, and, unfortunately, my health takes back burner.

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Sometimes the world of marketing can work much the same way. Let me give you an example.

Company A has been planning an event for months. The goal is to have hundreds of attendees who will enjoy themselves and rave about Company A for weeks to come. Company A’s executives envision features in local newspapers, live TV coverage and positive post-coverage.

“Someone will have to get the information to our marketing company,” someone says.

“Yes, someone will definitely have to do that,” someone else says. “They’ll know just what strategies to use to make this thing great.”

Everyone at Company A knows what marketing can do to make an event a success. Everyone knows they need to get their marketing company involved early to get the best turnout possible.

No one from Company A calls their marketing company.

A few days before Company’s A’s event, every detail of the event has been attended to, and it will surely be amazing. Suddenly, panic ensues. Someone has realized no one has been chosen to work with their marketing company on marketing efforts for the event, and worse, everyone has been so busy that no one has returned their marketing company’s calls or e-mails offering suggestions, ideas and a plan of action.

Everyone realizes that no one has sent out invitations, contacted the media and no one has done any advertising. No one knows their event is even happening. Everyone knew what to do to make their event a success, but life got in the way – as it often does.

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So tomorrow I’m going to finish my dinner early and when “The Biggest Loser” comes on, I’m busting out the dumbbells!

In the coming months, I challenge you to pinpoint something in your life that needs some love –whether it’s your health, your relationships or your business. You probably already know what to do; now you simply have to do it.

Melissa Rothermel is the Director of Media Relations for Imagine Marketing.
Contact Melissa at

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