Have you ever run a marathon? If so, you might relate to a few of these marathon-to-marketing connections! And if you haven't, don't worry. You don't need to run 26.2 miles to take something away from this one.
I recently completed a marathon, and between the months of training, early morning runs, and crossing the finish line, I realized how much the experience had in common with marketing. Both require preparation, commitment, adaptability, and a willingness to push yourself outside your comfort zone. Marketing plays a crucial role in every business, and whether you're developing a new campaign, building a brand, or looking for ways to improve your approach, here are three lessons worth taking from the marathon mentality.
1. Find Your Why Before You Find Your How
Before training for a marathon, you need a reason to run one. Maybe it's a bucket-list goal, a personal challenge, or simply proving to yourself that you can do something hard. Whatever your reason, it's what motivates you to sign up and keeps you going when the excitement wears off and training gets tough.
The same goes for marketing. It's easy to jump straight into creating content, designing graphics, or planning the next big campaign. But before getting caught up in the how, we need to understand the why. What are we trying to accomplish? Who are we trying to reach? What action do we want our audience to take? Without a clear purpose, even the most creative marketing efforts can fall flat.
Just like having a reason to run makes the difficult miles worthwhile, a clear marketing objective helps guide decisions and keep everyone moving in the same direction. When you know your why, every step forward becomes more intentional.
2. Make the Plan, Then Put in the Miles
You don't wake up one morning and decide to run 26.2 miles without putting in the work. Well, I suppose you could, but I wouldn't recommend it! Marathon training takes months of preparation, realistic goals, and consistency. Race day might be the moment everyone sees, but it's the hundreds of miles leading up to it that make the finish line possible.
Marketing works the same way. We all love seeing a campaign take off or a creative idea come to life, but behind those big wins are often weeks of planning, research, collaboration, and execution. Think about building a social media presence. One post probably won't transform your brand overnight, but consistently sharing valuable content, engaging with your audience, and learning what resonates can create meaningful momentum.
Of course, even the best training plans require adjustments. The same flexibility matters in marketing. Set measurable goals, build a plan, and regularly evaluate what's working. The big moments might get the recognition, but it's the small, consistent actions that get you there.
3. Find Joy in the Journey (Even when it sucks)
Here's something I learned pretty quickly: not every mile feels great. Some runs are exciting, while others feel like an uphill battle. There are days when your pace isn't what you hoped for or you question why you signed up in the first place. But those difficult miles teach you to adapt, celebrate small victories, and appreciate your progress.
In marketing, it's easy to get caught up in the next deadline, campaign, or big win. Not every idea will be a winner, and not every project will go according to plan. But those experiences often create the greatest opportunities to learn and grow. Maybe an underperforming campaign teaches you something new about your audience, or a challenging project pushes your team to collaborate differently.
Marketing is constantly evolving, and that's what makes it exciting. We get to be creative, experiment, build relationships, and bring ideas to life. Don't get so caught up in chasing the next big win that you forget to enjoy the work it takes to get there.
The Finish Line
Whether you're training for a marathon, launching a campaign, or working toward your next professional goal, the fundamentals aren't all that different. Find your purpose, create a plan, and embrace the challenges along the way.
Running a marathon reminded me that the most meaningful accomplishments aren't always about how quickly you reach the finish line, but what you learn along the way.
So, whatever your next 26.2 looks like, find your why, trust your training, and enjoy the miles.
Kate Murray is the Communications & Public Relations Specialist at American Solutions for Business, a 100% employee-owned distributor. Since entering the promotional products industry in 2024, she has found a passion for connecting people through storytelling and shared experiences. She is actively involved in UMAPP, serving on committees and helping launch the Young Professionals Committee. Kate thrives on the people-first nature of the industry and the relationships that fuel it. In her PromoJournal column, expect a sports-inspired perspective, where lessons from competition, teamwork, and the fan experience often intersect with marketing and business.