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

From last week…

“Our products, services and solutions would be ubiquitous and woven into the fabric of each Olympian’s life,” Org said. “Dependability wouldn’t be an issue—it’d be a challenge. We’d be always there!”

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

The group paused.

“Folks, this is the personality our brand needs,” Marka said. “Visionary, powerful, responsive—these traits emblemize our storied history while building on its foundation. Our marketing, public relations and sales efforts should be conducted with a swagger characterized by these attributes.”

The FEI team was impressed. Even Zoot commended Marka on her reinvigoration of the Seven Ps.

“The Seven Ps are so important,” Marka explained. “They warrant a whole ‘Iliad’ worth of material.

Later that afternoon, Zoot approached Marka as she drank from the ornately carved water fountain that sat majestically in the FEI lobby. “Marka, I think you’re moving FEI in the right direction.”

“Thanks,” Marka said. “But I’m only getting started. Before any promotional activities can begin, we must determine FEI’s place within the various fire markets, as well as the state of the fire market itself.”

Zoot looked at his wrist dial. “Boy, that sounds fun. I’m boogie boarding in an hour, though—Gotta jet!”

Marka looked out the window. “But it’s raining.”

“You’ve never boogie boarded in the rain?” Zoot asked. “My kids and I play a little game called ‘Dodge the Zeus Lightning.’ It’s a blast, literally.”

Marka sighed. Once again, it was up to her to do the marketing grunt-work. Well, it was her job, after all.

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or tj@tjtedesco.com.
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