Open Enrollment | Subscribe to Printing Impressions HERE
Connect
Follow us on
Advertisement
 
TJ Tedesco

View from Mount Olympus

By TJ Tedesco

About TJ

T.J. is team leader of Grow Sales, Inc., a marketing and social media services company operating at the intersection of compelling content, clear vision and quality communication practices. In this blog, fire is a metaphor for print. Hang on, this ride will be weird...

Prometheus crept into Mt. Olympus, stole fire, returned to the lowlands, ran from house to house distributing it, got caught, was chained to a rock, lost his liver to a huge ugly bird and was rescued by Hercules. Leveraging his fame, Prometheus started Fire Enterprises Inc.  (FEI). Since fire was the hottest technology of the time, company success came fast and furious. Two generations later, fire isn't such an easy sale. Now led by Prometheus' grandson Org, FEI's growth is non-existent, competitors are pounding and prices are in the toilet.
 

A Solid Business Footing: The 7Ps – That’s Right, Seven! (Part VI of IX)

 
Last week Marka wrapped up discussion of the third P, Place. Today, she teaches the gang about the fourth P, Promotion.

Now, on to part six of this nine-part series. Remember, fire = print.

The Fourth P: Promotion
“Our research shows that people no longer care that we invented the fire category,” Marka explained. “Our average customers’ mindset is: ‘What have you done for me lately?’ We need to out-promote Pyro, Flintstone and our other competitors. Our brand is stronger than theirs, so a well-planned and executed promotional strategy should provide sales growth opportunities. I can’t overstate the importance of ‘promotion’ in any marketing plan.”
 
“When we’re planning our marketing campaigns, it’s very important to remember the 40/40/20 rule,” Marka continued.
 
“What’s that?” Numo was surprised to hear an unfamiliar numbers rule-of-thumb.
 
“Since our relationship-style product, fire, is so dependent on arrow marketing, 40 percent of our marketing effort, resources and activities should be devoted to development of our list,” Marka said authoritatively. “40 percent should be concentrated on the ‘offer,’ which includes action-inducing incentives. Only the remaining 20 percent should be invested in the creative.”
 
“That’s not how it’s usually done,” Org said. “Before you got here, Marka, it seemed like we spent months developing these beautiful brochures. Then, at the last minute, someone says, "We're about ready to go to print. What's the offer and who are we going to send it to?"
 
“How’d that approach work for ya?” Marka asked in her best Northern Olympian accent.
 
“Not well,” Org said icily.
 
“Promotional activities have helped create market awareness for businesses since the days of Prometheus, but the average Olympian is becoming less receptive to advertising,” Marka continued. “Consumer cynicism is everywhere. Fortunately, there are ways to promote FEI outside of traditional marketing.”

*   *   *

Join us next week as Marka, Zoot and the gang discover the importance of the fifth and sixth Ps: Publicity and Packaging respectively.

Industry Centers:

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: