I discussed the need to think about momentum in today’s marketing round-table to get our sales numbers up.
Which begs the question, what is momentum? In classical mechanics, momentum is the product of the mass and velocity of an object. For example, a heavy truck moving quickly has a large momentum—it takes a large or prolonged force to get the truck up to this speed, and it takes a large or prolonged force to bring it to a stop afterwards. If the truck were lighter, or moving more slowly, then it would have less momentum.
Marketing is like that big heavy truck…. We need a combination of mass media and high reach frequency (velocity) to achieve the sales momentum we need to attain success.