Originally I called the company Re:think Marketeering. This was the culmination of two ideas that came from my market research. The word ‘Marketeering’ was rarely used, but whenever it was, it was done so in a negative context alongside words like racketeering. I, however, saw it differently.
There was a Matt Damon and Danny DeVito movie called “The Rainmaker” where attorneys would wait outside of hospitals to pick up personal injury cases. DeVito jokingly calls what they’re doing “dirty marketeering.” While this wasn’t the stigma I wanted my company to have, I did think that highjacking a term and redefining it provided greater possibilities. Here is what I hope it communicates instead:
-“Eering” implies action and venturing into uncharted territory, like pioneers. Everyday we face new challenges in the ever-evolving and changing landscape of the internet. A marketer is an expert in an established market place. Marketplaces are traditionally in the center of a town. In 2005 I visited the Grand Bazaar in Istanbul, the largest and oldest marketplace in the world. Each corridor had been established for centuries, and every vendor had his or her niche and spot. They are all marketers, living in their old and established market place. A Marketeer ventures forward bravely into the unknown. A Marketeer establishes new markets in new places, in new ways.
-All for one and one for all. Marketers can loan wolves and generally think of themselves as either self-sufficient or at very least independent from experts in other fields of marketing. One might find a marketer whose expertise is in advertising, or perhaps Search Engine Optimization. While that is great, it doesn’t necessarily work in a world that is so heavily integrated- that everything done in one field, like PR, effects SEO, or where social media impacts your Yelp ratings. What is needed is a team of marketers working together for one cause. Marketeers collaborate and work 100% in sync with a team of other experts. We become like the musketeers, where the strength of the group is greater than the sum of its parts.
In the end, Marketeering is not unique to us. There are teams like ours all over the world, helping out businesses large and small. I hope it does create a new paradigm where people start to automatically associate Marketeering with an adventure and teamwork.
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