PikeFlowerStallsEvery day as I go to and from my office in Seattle, Washington, I get to walk through Pike Place Market, the longest running public market in the United States.

Vast well-lit arcades are filled with food vendors, craftspeople hawking their wares, and numerous flower stalls.

I love flowers. I love the look of them, the variety, the scents, and the bright life they bring to a room. I also love the flower stalls and their riot of color and scents.

But I rarely purchase flowers.

Why is that? Every evening the flower sellers are selling at deep discounts, and obscenely large bundles of flowers can be purchased for less than an average lunch entrée.

Yet I still don’t buy flowers.

The product is right. The price is right. The venue is right. The experience is even right. The skilled marketing person would call me the perfect target for a sale.

For most retailers, the retail experience and the marketing behind it are rarely working perfectly in tandem with each other. And even when they provide the perfect synchrony of Fred Astaire and Ginger Rogers, sometimes it is just a pretty show for the passers by.

So even when you get everything right, there is still the need for persistence. Hitting all the right notes once is something almost anyone can do with a little coaching. Hitting all the right notes on a regular and repeatable basis is what separates the successful from the unsuccessful.

Maybe that is why I bought a big bouquet of flowers for my girlfriend on my way home today.

For whatever reason, today this marketing professional – who analyzes human interactions in excruciating detail, to glean every bit of information he can out of them – purchased flowers on his way home, and now has three huge vases full of flowers around the house.

Who knows why today was the day. But I do know that being consistently impressed with the flower sellers in Pike Place Market made the decision much easier!

The takeaway from this experience is that any marketing plan must be sustainable. You can’t do amazing marketing this week and slack off for two weeks. The only path to success is to find a plan that you can stick to and be consistent with.

Anything else is just a waste of time in the long run. And you do want to be in it for the long run, right?