Event vs. Relationship Marketing (Part I of IV)

The FEI saga continues with part one of a new four-part series. Remember, fire = print.

“May I bounce something off you, Zoot?” Marka asked. The two sat in FEI’s conference room early the next morning.

“Of course,” Zoot said, smoothing out a wrinkle in his blue embroidered toga.

“Even though everyone tries to make it complicated, I think business is simple,” Marka started. “Business success derives from saying what you do in the marketplace and doing what you say in the shop.”

Zoot slunk into his stump chair and made himself comfortable. He knew Marka, and this had all the makings of a soliloquy.

“Revenue generation, market share development and capture and business success starts with competent branding, innovative marketing and structured sales activities.” Marka stood up and ambled around the room. “It means knowing the difference between event and relationship marketing!”

When the marketer got excited about an idea, she had a tendency to pace and gesture wildly. Zoot had to make sure he didn’t get hit in the chin like last time.

Zoot sighed. “I appreciate your passion, Marka. But do you know why I’ve always been skeptical about marketing? I’ve never understood how one system can work for so many different industries, many of which are greatly different. Like fire and chariots, for instance.”

“Oh, Zoot. Your grasp of marketing fundamentals is even worse than that yellow suit you wore to our last office party.” Zoot winced. Marka could see she’d hit a raw nerve—never insult a salesman’s fashion sense. “Sorry. But nobody’s ever claimed that marketing is a one-size-fits-all deal. Marketing strategy and tactics must be tailored based on what we call ‘typical purchasing behavior.’”

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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