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Forte Career Lab Marketing Keynote
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Forte Career Lab Marketing Keynote

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Keynote presentation from the Forte Career Lab Conference for college students.

Keynote presentation from the Forte Career Lab Conference for college students.


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  • 1. It’s no longe a longer SHIP MEETING G bored room. THE 200 FORTÉ ANNUAL MEMBERS Business is changing. Be part of it. 06
  • 2. Kirsten Osolind CEO – RE:INVENTION Marketing November 13, 2007 13 The Rules Are Changing: Headlines from the M k ti th Marketing Industry
  • 3. SHIP MEETING G We are here today to talk about THE 200 FORTÉ ANNUAL MEMBERS your illustrious, award-winning award- future career in marketing marketing. 06
  • 4. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 5. SHIP MEETING G (you gotta believe it THE 200 FORTÉ ANNUAL MEMBERS before it can happen) pp ) 06
  • 6. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 7. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 8. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G But.
  • 9. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 10. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 11. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G What is marketing?
  • 12. SHIP MEETING THE 200 FORTÉ ANNUAL MEMBERS G How does it intersect with PR and advertising? 06
  • 13. SHIP MEETING G A very good book itt b b k written by THE 200 FORTÉ ANNUAL MEMBERS Adam Lury, Former CEO of “Agency of the Decade.” 06
  • 14. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G (his agency closed this year)
  • 15. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 16. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 17. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 18. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 19. “Marketing is “M k ti i 90% strategy and t t d SHIP MEETING G 10% execution. With the right name, the right target audience, g g THE 200 FORTÉ ANNUAL MEMBERS the right position and the right timing, most marketing programs are bound to work. The difficult work part is the 90%. The easy part is the 10%.” Al Ries 06 22 Immutable Laws of Marketing Guru Ad Age 2005 Article
  • 20. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G 50 / 50
  • 21. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 22. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 23. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 24. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 25. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G (whatever that means)
  • 26. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 27. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 28. SHIP MEETING G …expanded to 7 Ps THE 200 FORTÉ ANNUAL MEMBERS + people + process + physical evidence 06
  • 29. Now we h N have th NEW 4Ps? the 4P ? SHIP MEETING THE 200 FORTÉ ANNUAL MEMBERS G 1 2 3 4 Peer-to-Peer P t P Predictive P di ti Personalization Neworks Participation Modeling 06
  • 30. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 31. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G XCMXLLIV Branding is Dead.
  • 32. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 33. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G new big! Small is the
  • 34. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 35. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 36. SHIP MEETING G “Nothing about g THE 200 FORTÉ ANNUAL MEMBERS marketing is simple anymore… anymore ” - B.L. Ochman, Marketing 06 Expert and Blogger.
  • 37. Marketing is the result of everything a company says SHIP MEETING G and does. THE 200 FORTÉ ANNUAL MEMBERS It provides consumers with a consistent, personalized experience across the many available channels of communication. h l f i i For companies to win and keep customers they customers, 06 have to be able to interact with them on all channels.
  • 38. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 39. CMO Tenure Report T R t SHIP MEETING G (Source: Spencer Stuart) THE 200 FORTÉ ANNUAL MEMBERS 23. 3 <14% of 50% of all Months CMOs with CMOs within Average current 12 months of Tenure company for being on the >3 years job. 06
  • 40. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G the state of g WOMEN in marketing
  • 41. Companies i C i in % MEN who thi k h think SHIP MEETING G BrandWeek Directory women are with a Woman CMO achieving greater success in THE 200 FORTÉ ANNUAL MEMBERS marketing today. % WOMEN who thi k h think % of people who f l h women are achieving think women in greater success in marketing are more marketing today than g y successful relative to 06 in the past. other departments Source: 2005 BrandWeek Survey
  • 42. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G in marketing? considering a career
  • 43. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 44. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 45. SHIP MEETING G “A successful person is one who can lay a firm foundation with the THE 200 FORTÉ ANNUAL MEMBERS bricks that others throw at him (or her!). her!).” - David Brink 06
  • 46. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G infinite career possibilities
  • 47. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 48. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 49. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 50. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 51. Getting THERE f G tti from HERE HERE. SHIP MEETING THE 200 FORTÉ ANNUAL MEMBERS 06 G So many different routes…
  • 52. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G my life as a corporate marketing exec
  • 53. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G me. that was
  • 54. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 55. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 56. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G data analysis
  • 57. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G number crunching
  • 58. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 59. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G big b d t bi budgets bright lights, marketing
  • 60. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 61. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 62. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G l RE:INVENTION…O 4 years ago I launched h d
  • 63. • Nationally noted and quoted marketing and PR firm. SHIP MEETING G • 500MM impressions for Fortune 500 clients like Genworth and Vanguard Group to startups like JAJAH and Phatnoise. • Crain's Chicago Business lists RE:INVENTION as one of Chicago's respected Crain s Chicago s THE 200 FORTÉ ANNUAL MEMBERS PR agencies. • RE:INVENTION was a 2004 Stevie Awards for Women in Business finalist and CEO Kirsten Osolind now sits on the organization’s National Board. organization s • RE:INVENTION's 2004 "Venture Funding for Women" report - frequently referenced as an industry barometer - has been featured in Inc., BusinessWeek, multiple US Dailies. , p 06 • RE:INVENTION's blog ranks #1 out of 22MM returned results when you GOOGLE: "marketing and PR firms." And a GOOGLE Page Rank of 6. • Advertising Age Magazine has recognized RE:INVENTION’s RE:INVENTION s blog as one of the nation's top 150 marketing blogs.
  • 64. SHIP MEETING G my life as a THE 200 FORTÉ ANNUAL MEMBERS virtual marketing agency CEO g g y 06
  • 65. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 66. SHIP MEETING G “Nothing happens until you sell y THE 200 FORTÉ ANNUAL MEMBERS something. Until then, it's all j just activity and y 06 no results.”
  • 67. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 68. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 69. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 70. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 71. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 72. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 73. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G to summarize…
  • 74. SHIP MEETING G Corporate America? Agency Life? THE 200 FORTÉ ANNUAL MEMBERS 06 some good, some bad to both.
  • 75. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G so.
  • 76. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 77. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G let’s talk career prep.
  • 78. College Courses: g SHIP MEETING G • Quantitative/qualitative research / g • Production/design THE 200 FORTÉ ANNUAL MEMBERS • Consumer behavior • Marketing and communications • Mass media • Anthropology/sociology/psychology • Social change methods 06 • Accounting/financial analysis • Statistics • Program planning
  • 79. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G internships = good
  • 80. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 81. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 82. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G ~ 30%
  • 83. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G can’t hurt
  • 84. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G contacts!
  • 85. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G credentials!
  • 86. SHIP MEETING G teaches you how to keep score! THE 200 FORTÉ ANNUAL MEMBERS “in business the score is kept in $, and in the system of accounting provides the rules for keeping score.” score. 06
  • 87. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G real world 101 more important =
  • 88. SHIP MEETING G healthy dose of curiosity, creativity and THE 200 FORTÉ ANNUAL MEMBERS common sense… 06
  • 89. ability to see the world SHIP MEETING G through someone else s else's THE 200 FORTÉ ANNUAL MEMBERS eyes… 06
  • 90. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G world. the external awareness about
  • 91. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G ili nailing your first job fi t j b
  • 92. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 93. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 94. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G once you get that first gig?
  • 95. SHIP MEETING G By William Aruda and Kirsten Dixon. THE 200 FORTÉ ANNUAL MEMBERS • Stand out/stand for something • B your own boss Be b • Forget the ladder – it’s a ramp 06 • Build your personal brand
  • 96. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 97. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G
  • 98. SHIP MEETING G keep me posted on k t d THE 200 FORTÉ ANNUAL MEMBERS you success your success. 06
  • 99. THE 200 FORTÉ ANNUAL MEMBERS 06 SHIP MEETING G