Sales Without Marketing
The Picture Is Incomplete
There is the story
about the buyer who asked the manufacturer to make him
a sample of a shoe he planned to order. The manufacturer,
attempting to avoid the cost and time involved in making
the sample, suggested instead that he send the buyer a
picture of the shoe. The buyer replied, "That's
fine. You send me a picture of the shoe, and I'll send you
a picture of the order."
In today's market place, it is much more
than pictures that move products. Sellers must earn their
success through innovative market support programs tailored
to the needs of the buyer.
industry manufacturers and distributors have focused almost
exclusively on product, price, sales, and profit. All of
these factors are and must continue to be important concerns.
Currently, in the highly competitive and sophisticated
selling arena there is a new dimension which has become
an integral part of the total picture. It's called "marketing."
The days of the salesman
opening his bags in front of the buyer and saying, "O.K. Murray, pick
'em out" are long gone. Unless the seller is equipped to
assist in preparing buying plans, to offer promotional methods
and materials and to essentially participate as a partner
in the total merchandising effort, then the salesperson will
be neglecting elements which are the key to his customers'
successful operation. Sales support systems have now assumed
a degree of importance comparable to the product itself.
In recent years,
the major athletic shoe firms have led the way in effective
marketing programs. Their well-integrated promotional advertising,
packaging, and product development efforts have been highly
aggressive and innovative. Their marketing skills have
virtually made household words of their brand names. To
some extent these brands have become generic terms. It's
not, "I just bought a new pair of running
shoes." More likely, it's "I just bought a pair of Reeboks
THE-ROGOVIN-GROUP an established marketing/communications
consulting firm located in Newton, Mass., has recently positioned
itself to add special focus on the needs and challenges of
footwear companies with the establishment of its new Fashion
Footwear Division. The firm has had a successful track record
with shoe companies in the past and is currently working
on special projects with several shoe manufacturers and wholesalers.
David Rogovin, founder of the firm, is
a senior marketing and advertising professional with over
25 years of hands-on experience. His company was founded
with the philosophy that not every marketing problem requires
an advertising solution. THE-ROGOVIN-GROUP'S approach is
often entrepreneurial and always bottom-line oriented.
The recent appointment of Arthur Ezrin
to head the new footwear division effectively reinforces
the firm's commitment to the shoe sector. Ezrin brings a
broad background in domestic and imported footwear to the
firm, with 30 years of successful executive shoe experience
in marketing, sales, retailing, and manufacturing.
The Newton-based firm believes that it
is uniquely qualified to offer manufacturers, retailers,
wholesalers, importers, sales organizations and suppliers
a rare combination of professional marketing expertise, and
a shoe man's perspective.
In today's market place you can't get
the job done with pictures. It is hard-sell, bottomline oriented,
measurable programs that allow companies to reach their goals.