Returning to the room a short time afterwards I realised the fire had almost gone out and I had to do some immediate work to get the flames back on track.

Marketing a business, product or service is just like that. You can’t just lavish attention on a marketing activity or campaign and then walk away and assume all will be OK.

You need to have the right tools (kindling, wood, matches) and continued work (poker, additional wood, adjusting the air flow), even just tickling it along will help, and of course it should be monitored for success (flames, temperature control, smell) and controlled (chimney swept, maintenance, smoke alarm)

In marketing; 

• a website will need regular updates
• a social media account will require new posts
• an event will need a plan of promotion
• marketing checked for compliance and 
• as with a log fire not all marketing activities are required all year round and only when needed.