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. 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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