Marketing The Good, The Bad and The Ugly  … and 5 universal marketing and business truths you need to know so you’re reall...
Universal Truth #1  <ul><li>“ Bean Counters” now run companies </li></ul><ul><li>The days of visionaries and  long-long-te...
Universal Truth #1  <ul><li>Counter the “Bean Counter” </li></ul><ul><li>Make the Chief Financial Officer your friend </li...
Universal Truth #2  <ul><li>Everyone in your company is a marketing expert. Or so they think. </li></ul>“ At my previous j...
Universal Truth #2  <ul><li>Out expert the “experts.” </li></ul><ul><li>Marketing is research and facts. Eat it, breathe i...
Universal Truth #3  <ul><li>In the eyes of those hiring, your either a generalist or specialist. </li></ul>Generalists:  A...
Universal Truth #3  <ul><li>  Pick a lane.  </li></ul><ul><li>Don’t worry about not knowing what you want to do at first. ...
Universal Truth #4  <ul><li>Getting your first job is really hard. Really.  </li></ul>Over 80% of job openings are never p...
Universal Truth #4  <ul><li>Getting your first job is really hard. Really.  </li></ul><ul><li>Network like a maniac and le...
Universal Truth #5  <ul><li>Marketing is evolving. It always is.  </li></ul>Mass media – Target Segmentation – Interactive...
Universal Truth #5  <ul><li>Marketing is evolving. It always is.  </li></ul><ul><li>Talk to people.  </li></ul><ul><li>Joi...
Darren Drewitz Account Director MindEcology darren@mindecology.com  <ul><li>Available for: </li></ul><ul><li>Writing 1980’...
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Texas State Ama Darren Drewitz February 2010

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MARKETING

The Good, The Bad and The Ugly
…and 5 universal marketing and business truths you need to know so you’re really, truly ready for the real world of marketing. Really.

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Texas State Ama Darren Drewitz February 2010

  1. 1. Marketing The Good, The Bad and The Ugly … and 5 universal marketing and business truths you need to know so you’re really, truly ready for the real world of marketing. Really. Texas State University, February 24, 2010
  2. 2. Universal Truth #1 <ul><li>“ Bean Counters” now run companies </li></ul><ul><li>The days of visionaries and long-long-term growth plans leading the way are over. </li></ul>
  3. 3. Universal Truth #1 <ul><li>Counter the “Bean Counter” </li></ul><ul><li>Make the Chief Financial Officer your friend </li></ul><ul><li>Speak his/her language </li></ul><ul><li>Tie marketing efforts into measurable results </li></ul><ul><li>Never stop telling your bosses and C-level executives how important you are and how marketing directly impacts top line revenue growth </li></ul>Recommended Reading: Profitable Marketing Communications by Antony Young & Lucy Aitken
  4. 4. Universal Truth #2 <ul><li>Everyone in your company is a marketing expert. Or so they think. </li></ul>“ At my previous job 5 years ago, I helped designed the company brochure, so you might say I have an eye for design.” “ How about if we show a gymnast bending over backwards to show how flexible of a company we are.” Actual quotes from clients.
  5. 5. Universal Truth #2 <ul><li>Out expert the “experts.” </li></ul><ul><li>Marketing is research and facts. Eat it, breathe it, live it. </li></ul><ul><li>Demonstrate industry knowledge and use real world case studies. </li></ul><ul><li>Marketing is a profession – not a trade – carry yourself that way - every day. </li></ul><ul><li>Tie everything you do to the stated business objectives. </li></ul>
  6. 6. Universal Truth #3 <ul><li>In the eyes of those hiring, your either a generalist or specialist. </li></ul>Generalists: Are good at most aspects of advertising & marketing. Typically work at agencies, enjoy learning new things all the time. Generally viewed as folks with good marketing skills, but lower business acumen. Tend to be more jobs available, but slightly lower pay. Specialists: Specialize in one or a few aspects of marketing or one category (i.e. Health Care.) Typically work at corporate marketing jobs, non-profit, etc. Tend to be less jobs available, but slightly higher pay.
  7. 7. Universal Truth #3 <ul><li> Pick a lane. </li></ul><ul><li>Don’t worry about not knowing what you want to do at first. Give yourself at least 3-5 years. </li></ul><ul><li>Spend time networking, reading, and asking your colleagues and those who have more experience every question you can think of. </li></ul><ul><li>Eventually, pick a lane and grind it out. Focus, improve, network, and advance. </li></ul>
  8. 8. Universal Truth #4 <ul><li>Getting your first job is really hard. Really. </li></ul>Over 80% of job openings are never posted or published anywhere.
  9. 9. Universal Truth #4 <ul><li>Getting your first job is really hard. Really. </li></ul><ul><li>Network like a maniac and learn how to do it right. </li></ul><ul><li>Use the “interview the leader” technique. </li></ul><ul><li>Create yourself a job newsletter. Share it with everyone. </li></ul><ul><li>Take the first job you get offered. It’ll be the hardest one you’ll ever get. </li></ul>
  10. 10. Universal Truth #5 <ul><li>Marketing is evolving. It always is. </li></ul>Mass media – Target Segmentation – Interactive – Consumer Advocacy – Social Media – Hyper Targeting
  11. 11. Universal Truth #5 <ul><li>Marketing is evolving. It always is. </li></ul><ul><li>Talk to people. </li></ul><ul><li>Join industry associations (AMA, AAAA, PRSA, etc.) </li></ul><ul><li>Always read (books, journals, blogs, e newsletters) </li></ul><ul><li>Try new marketing techniques. Learn by hands on. Do it quickly and don’t get lazy. </li></ul>
  12. 12. Darren Drewitz Account Director MindEcology darren@mindecology.com <ul><li>Available for: </li></ul><ul><li>Writing 1980’s style power ballad songs </li></ul><ul><li>Fantasy football expertise </li></ul><ul><li>Marketing leadership </li></ul>

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