RACE Part 1: Race with Me!

Research, Action, Communication, Evaluation

Introduction to RACE...

I suppose it’s only fitting that since it’s a direct tie to the name of this blog I should at least make an attempt to explain this method of marketing that’s carried me through my career as a brand and direct marketer.

It’s a true statement; I love to race, whether it’s at work or in my personal life. Every year, shortly after the holiday season, I lace up a new pair of trail sneakers and Jagger (my 80 pound lap dog) and I begin to train for the Hocking Hills Indian Run.

My running buddy, Jagger.

The Indian Run is a crazy, grueling race, and I have no idea why I look so forward to it. This 10K trail run travels through winding logging roads, rough forest trails and ends with a one-mile climb up “steel hill.” Appropriately named, this final incline is a strenuous uphill road that follows a steel guard rail for a full mile to the finish line.

Two years ago, shortly after the race and shortly after conquering steel hill in record time, I stood next to one of the nice old ladies who manages the water stop at the end of the race. As I walked away with my well-deserved beverage, I heard two guys complaining about the steep hills and ankle-biting roots and rocks.

That nice old lady, who had just served up two cold ones to these fellows, gazed at both of them and without even a hint of a smile calmly uttered, “Welcome to the country, city boys.” I suppose that sums up the Indian Run in one fair statement.

Like the Indian Run, racing at work is no different. With every project and assignment comes hills to conquer and treacherous terrain to cross. Luckily, there’s a simple formula to follow. Stay tuned to this blog as I carry you through the RACE – a proven formula for marketing success.

It all drills down to this, whether you race at work or race for fitness, the finish line is always a welcome site, especially if you’ve laced up and prepared well in advance.