Firing Up Print Sales
Who wants to read another boring sales growth strategy blog? Not me - I’d fall asleep writing it.
Instead, this blog will take readers on an engaging ride through marketing, social media, public relations and sales growth strategies proven to work in the rough-and-tumble graphic arts industry. Much like the business classics Zapp!, Who Moved My Cheese? and Our Iceberg is Melting, this blog will contain practical and easy-to-understand learning points wrapped in an easily digestible fable-form. Even the most seasoned (i.e., jaded?) printing industry leader will bookmark this page.
Wise readers that faithfully follow our evolving story will observe a rare thing in the blogosphere: a marketing plan put into action. In each posting, we’ll observe how the leaders of FEI Enterprises—Org, Zoot, Marka and Numo—learn to recognize, adapt and control real-life business situations.
Welcome to perhaps the strangest blog you’ll ever read. We hardly have to say it, but for this story, fire=print. Let’s get to it!
View from Mount Olympus
The early days were times of legends. People depended on the sun for warmth and light. This was fine on days with good weather, but human productivity ground to a halt in the cold, rain or dark. It was a different story on Mount Olympus, where lucky denizens flitted from one party to another, all made possible by...fire.
You know what comes next. 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.
Initially furious at the daring theft, eventually the easily distracted Olympians forgot about the whole affair and let Prometheus slip from their minds. Free to ponder his future, Prometheus started Fire Enterprises Inc. with the mission statement: “A Fire in Every Home.” Since fire was the hottest technology of the time, company success came fast and furious.
Two generations later, fire no longer is 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.
Next blog: Marka explains the importance of winning top-of-mind positioning.