In my last essay, I mentioned that in the early 1980s, I worked for David Koch as advertising manager of his equipment manufacturing company Koch Engineering in NYC.
At Koch Engineering, the company was innovative in a couple of its B2B marketing tactics. I take no credit for either. The guys came up with them long before I got there.
The first winning Koch marketing method was the tactic of demonstration.
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So too modern marketers who use infomercials to demonstrate products ranging from juicers and household cleaners to exercise videos and equipment.
Well, at Koch Engineering, we sold “tower internals”
