Win ‘Top-of-Mind’ Positioning

Last time we introduced the concept behind this blog and gave you a quick rehash of the story of Prometheus. This week, Marka the marketer and Zoot the salesperson discuss the importance of “top-of-mind” in the fire industry. Remember: fire = print.

Today’s FIRE! Point:
Printing companies compete in super tough, service-based business environments. Winning “top-of-mind” market position is critically important for long-term success in this or any industry. When a “key business influencer” has a project that you’re equipped to handle, your name should immediately come to mind. Useful communications regularly delivered to these influencers are essential to winning “top-of-mind” positioning. Over the coming weeks and months, Marka, Zoot, Org and the rest of the tribe from Olympus will discover how to achieve this.

* * *

Marka and Zoot sat across from each other in the cavernous boardroom of Fire Enterprises, Inc. (FEI). Sales were slower than a chariot with one wheel and worry was pervasive through the organization.

“All players in the hearth and fire lighting industry compete in a super-tough, service-based business environment,” Marka started. “Therefore, winning ‘top-of-mind’ market position is critically important for our long-term success. If a ‘key business influencer’ needs what we provide and our name immediately comes to mind, then we’ve won ‘top-of-mind’ market position in that individual’s head. Does this mean we’ll get the business? Not necessarily, more than likely, we’ll get a sales inquiry and business opportunity. What we do with this depends on how comfortable our prospect is with FEI and our value proposition.”

“How do we start?” Zoot asked. “Olympus is a big area with lots of people and hearths. It’s too much territory for my sales runners.”

“That’s what we’ve been talking about,” Marka said. “Marketing is a cheaper way of influencing more people than our runners ever can.

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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