What's Marketeer For?
Reactive Marketing: To most people, the term marketing invokes notions of creating a corporate identity, designing stationery and literature, organising seminars and exhibitions, designing and placing advertisements and other strictly passive attempts to communicate with the market. If marketing goes no further then the only way contact with a new client can be established is if the client takes the initiative and responds to a message aimed not at him personally, but at the market in general.
Proactive Marketing: But if and when a client does respond - and also to reach those who do not - another complementary form of marketing must be used - a form which follows on from and builds upon the foundation of passive or conventional marketing. It is this complementary proactive form of marketing - that of deliberately seeking out and making contact with new prospective clients individually - which Marketeer addresses.
A Comparison: A useful analogy for comparing reactive and proactive marketing is to think of conventional or reactive marketing as broadcasting and proactive marketing as two-way point-to-point communication. Marketeer is a tool to help you communicate point-to-point with individuals within both your established and prospective markets.
Marketeer's Role: Marketeer was created to help PR, marketing and sales people to search out and build strong commercial relationships directly and individually with all relevant people within both established and prospective client organisations so that those relationships become channels of information, credibility and confidence through which business and sales will easily and naturally flow.
Marketeer generally assists with three major functions:
PUBLIC RELATIONS: building your organisation's name and corporate image directly and personally within the minds of precision-targeted decision makers and market influencers.
MARKETING: promoting your products and services directly to targeted decision makers and influencers by the same means.
SELLING: the public relations and marketing aspects of the selling cycle.
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© 1998 Robert John Morton