As families everywhere scramble to squeeze in the last days of vacation before school starts, I am struck by the parallels between the iconic family road trip and the wonderful world of marketing.
With homage to David Letterman . . .
#10: Before you put the key in the ignition, be sure everyone agrees on where you want to go.
#9: Map your route and check periodically to be sure you haven’t gone off course.
#8: No vehicle is large enough to accommodate everything you want to take with you.
#7: Expect someone to ask “Are we there yet?” long before you reach your destination.
#6: Changing course when you hear “Are we there yet?” will only prolong the trip and wreak havoc with your schedule.
#5: That strange noise you hear just won’t go away, no matter how much you ignore it.
#4: If someone says they don’t feel right, it is best to stop, take a minute and find out what’s wrong.
#3: Never underestimate the power of plentiful snacks and well-timed “bio” breaks.
#2: There is never enough time or money to do everything you want to do.
And finally, the #1 way that marketing is like a road trip . . .
#1: It is always easier to criticize the person behind the wheel than to actually drive yourself.
— Pam Alvord, EVP, Chief Brand Strategist