Marketing as a Career – 10 Action Items to Become Successful Presented to:

Randy Everett Interactive Producer reverett@andersondm.com Twitter: @ranever

A. Introduction B. Day in the Life at a Marketing

Agency C. 10 Action Items to Become

Successful in Marketing

Overview

A. Introduction

RANDY EVERETT Marketing Background:

• Illinois State University – B.S. in Marketing • Colorado Technical University – Masters in I.T.

• Manpower Temporary Services • San Diego Chargers Football Company • San Diego Union-Tribune (UTSanDiego.com) • Anderson Direct Marketing

A. Introduction

RANDY EVERETT

Anderson Direct Marketing role as an Interactive Producer

• Provide solutions for our clients’ digital/interactive marketing challenges

• Web development – 15 years • Digital marketing strategy – 15 years • Online advertising – 12 years • Email marketing – 10 years • Web analytics – 7 years • Social media marketing – 4 years • Technical geek since 1982

TRIVIA

Beside Facebook and Twitter, what is the #3 social network in the U.S. based on unique visitors?

TRIVIA

Beside Facebook and Twitter, what is the #3 social network in the U.S. based on unique visitors? Answer: LinkedIn

A. Introduction B. Day in the Life at a Marketing

Agency C. 10 Action Items to Become

Successful in Marketing

Overview

B. Life at a Marketing Agency

What is a Marketing Agency’s role?

B. Life at a Marketing Agency

What is a Marketing Agency’s role? These people…

B. Life at a Marketing Agency

What is a Marketing Agency’s role? These people… want these people…

B. Life at a Marketing Agency

What is a Marketing Agency’s role? These people… want these people… to provide solutions.

B. Life at a Marketing Agency

What is a Marketing Agency’s role? These people… want these people… to provide solutions.

Client Challenges • Headcount (# of employees) • Short-term project • Lack of experience & diverse skills • Lack of equipment or processes

B. Life at a Marketing Agency

What is a Marketing Agency’s role? These people… want these people… to provide solutions.

B. Life at a Marketing Agency

How is Anderson Direct Marketing’s team assembled?

B. Life at a Marketing Agency

What is a Marketing Agency’s role? These people… want these people… to provide solutions.

B. Life at a Marketing Agency

What type of solutions? ADM categorizes our solutions into 7 groups

B. Life at a Marketing Agency

What type of solutions? Marketing textbooks categorize into “P” groups

B. Life at a Marketing Agency

What type of solutions? Solutions could be for a single-channel or multi-channel

MARKETING CHANNELS

B. Life at a Marketing Agency

What type of solutions? Solutions by target audience acquisition type: Inbound vs. Outbound

Direct Mail

B. Life at a Marketing Agency

What type of solutions? CREATIVE SOLUTIONS!

B. Life at a Marketing Agency

Real world example Lead Generation Solution • Direct Mail • Web/Mail/Phone • Data capture • Tracking • Reporting

TRIVIA

Which retail store has the most Facebook Likes?

TRIVIA

Which retail store or website has the most Facebook Likes? Answer: WALMART

A. Introduction B. Day in the Life at a Marketing

Agency C. 10 Action Items to Become

Successful in Marketing

Overview

1. Write a Feature-Benefit Statement

2. Goals Must Have Dates!

3. Learn Project Management

4. Talk, Walk and Breathe Customer Service

5. Build an Inventory of Skills

6. Improve Your Research Skills

7. Improve Your Communication Skills

8. Optimize Your LinkedIn Account

9. Build a Lifelong Learning Network

10. Build a Positive Mental Attitude

10 Action Items to Become Successful in Marketing

1. Feature-Benefit Statement

What is a Feature-Benefit Statement? The practice of presenting a customer with information about your product/service so that it relates to their unique situation and satisfies their unique needs. 5 Steps to Create a Feature-Benefit Statement: 1. Ask questions first – What is important to you? 2. Listen! This allows you to customize your response. 3. Describe a Feature 4. “…what this means to you is…” 5. Describe the Benefit they will receive

1. Feature-Benefit Statement

5 Steps to Create a Feature-Benefit Statement: 1. Ask questions first – What is important to you? 2. Listen! This allows you to customize your response. 3. Describe a Feature 4. “…what this means to you is…” 5. Describe the Benefit they will receive

TRY IT!

PRODUCTS SERVICES YOUR RESUME

2. Goals Must Have Dates!

“A Goal with out a Date is just a Dream” Examples

Bad: Get more sales Good: 15% increase in net revenue from new clients by 12/31/2013 Bad: Get a Marketing job Good: I will spend 30+ hours per week researching companies, searching job boards, applying to positions, and building my skills until I gain employment

3. Learn Project Management

Everything you do is a Project! 5 Phases of every project: 1. Initiate (define scope) 2. Plan (time & resources) 3. Execute (implement) 4. Control (monitor & revise) 5. Close (end & learn)

3. Learn Project Management

Project Constraints 4 factors to balance in every project: 1. Time (Schedule) 2. Cost (Resources/Budget) 3. Scope (Tasks/Deliverables) 4. Quality (Results)

If you’re asked to change one, you must adapt another constraint

4. Talk, Walk and Breathe Customer Service

Live the 360-degree customer service approach

Customers are all around you! • External clients • External prospects • Internal clients / departments • Your boss • Team members / peers • Direct report employees

Only 3 outcomes to any interaction: Positive, Neutral or Negative.

5. Build an Inventory of Skills

What skills do I need?

A. Transferrable skills - Used in most jobs - Commodity skills

B. Specialized skills

- Marketing channel - Industry - Technology - Skill level

Goal: Build a diverse portfolio of desirable job skills

5. Build an Inventory of Skills

What skills do I need? Check job postings! - Monster.com - LinkedIn.com - Indeed.com - Craigslist.org - CareerBuilder.com - Company job boards

6. Improve Your Research Skills

Learn to Google Use “operators” to improve your search results

6. Improve Your Research Skills

Online Research Google is not a synonym for “Online Research” Try other specialized search tools

http://paraduxmedia.com/2012/08/stealing-googles-crown/

7. Improve Your Communication Skills

Oral Communication Written Communication

8. Optimize Your LinkedIn Account

Update all fields in LinkedIn with keywords, project results and achievements • Add a photo • Current job • Previous jobs • Education • Summary • Skills & Expertise

9. Build a Lifelong Learning Network

Setup resources for continuous learning and networking

• Follow experts online • Read industry websites/blogs • Search YouTube by keywords • Setup your social networks to share and connect

IDEAS • RSS reader (Google Reader) • Aggregation sites (Alltop.com) • Keyword alerts (Google Alerts) • TEDtalks videos

10. Build a Positive Mental Attitude

Positive Mental Attitude (PMA): The belief that you can increase achievement through optimistic thought processes. • Have a positive vision for your life and

for others around you • Compliment and help others often • Accept change and believe it’s possible • Failure isn’t bad if you learn from it “A Positive Mental Attitude is the best Fountain of Youth.” ~David Montanbeau

QUESTIONS?

Randy Everett Interactive Producer reverett@andersondm.com Twitter: @ranever