Why Do Companies Market? (Part I of III)

Today, we’re heading back to the basics and asking the question, why market? This is the first of a three-part series. Remember, fire=print.

Org was right. Numo had presented the worst monthly sales report in FEI’s history. The FEI tribe had expected their fearless leader to erupt like Mt. Vesuvius, as he’d been known to do before. Instead Org took a deep breath, exhaled and calmly requested that the tribe leave for a bit and return when they had ideas for a new sales growth strategy.

Hours later, Zoot and Marka were slumped over grogs at the Red Argus, their favorite watering hole. Long after the rowdy cannibals had left, Brandy the bartender was still plying her frustrated friends with cold, fizzy grog.

“How’s the fire business?” Brandy asked, resting her elbows on the splintered oak bar.

“Still hot!” Zoot cried, slapping a hand on his knee.

“He thinks he’s ‘Org Seinfeld’,” Marka said, rolling her eyes. But Brandy found Zoot charming in his own peculiar way.

“You know, more people are talking about FlintStone than FEI these days,” Brandy said. “On top of that, younger people tell me it’s never been easier to light their own hearths. They’re not afraid of fire the way their parents and grandparents were.”

Marka nodded. “I told you so, Zoot. Our market share decline is due to selling a low-valued product in an overcrowded market.”

“So what’s the solution?” Zoot asked, turning his attention to Marka.

“I’ve been thinking about it,” Marka said. “And I’d like to propose a new strategy for spreading FEI’s message across Olympus.”

“What’s it called?” Zoot asked.

“Who cares?” Marka responded impatiently.

“Well, whatever this idea is, I think we should name it after you,” Zoot said. “How about we call it ‘marka’-ting?”

Marka paused. “Have it your way. Marka-ting it is.”

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.
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