The Cockroach Approach to Marketing

The painful but effective option to penetrate a market

Image taken from Shafeeq Ur Rahaman

I am not a marketing guy, nor do I have a background in marketing, but over the years, I have had a newfound respect for the field. Through real life cases, we have seen first-hand how smart campaigns and cost-effective actions can push more demand towards companies. Finance, accounting, human resources, and IT play a big role in determining your future outcome, but marketing (which ties into branding) itself should be prioritized just as much for any small company. In fact, I would argue that it is one of the most important pillars of any growing business.

Marketing is a human endeavor, and it is a field that allows one to ‘touch’ the customer and feel them in such a way where it dictates the ultimate demand for your product. Marketing is letting the customers know what you are about and what you can offer, and convincing them that your offering is special. Failing to do so will disengage them, not because they don’t like the product but because there could be other factors such as a lack of trust, convenience, or information (some may not be aware of your new offerings). Of all these factors, I believe trust plays a big role.

As a growing startup, you have two choices when it comes to marketing: