The Never Stop Marketing Story
June 28, 2009
It all started when I (Jeremy Epstein, Founder of Never Stop Marketing) was working at Microsoft, focusing on helping partner companies improve their marketing engines and operations.
I noticed a disturbing trend.
Most companies viewed marketing as something to "turn up" when their sales opportunities look limited.
For a while, they aggressively marketed their services. Then, they landed a big client and promptly "submarined" for 3 or 4 months as they dedicated themselves wholly to the job of delivery.
They usually did a great job meeting client needs.
Thing is, when they came up for air after the project was done, they looked around and said "uh, where are my leads?"
My answer was always the same: "Your leads are 4 months ago when you stopped your marketing activities."
That's when the mantra was born.
The reality is that you can never stop marketing.
It's not a some time thing or a "when we need it" thing. It's an "all the time" thing.
Marketing, however, is not always about big events and campaigns. It is little things that make a big difference as well.
If you want to build a business that is sustainable over the long haul, you need to build a culture that has marketing as a perpetual activity. Like breathing.
Never Stop Marketing is a mantra for how we work.
More importantly, it's at the very core of the marketing engines that we build for clients.
NEVER STOP MARKETING!