Post on 15-Jul-2015
Marketing – Then and NowHow to Leverage Today‟s job Market
Neil Mairs
ODU MBA Association
November 2012
S o l u t i o n s
R e c r u i t i n g
Agenda
Overview – my
journey
How marketing has –
and hasn‟t changed
Today‟s job market –
3 keys to success
Summary; value of
your education
Time Comparison
2013
1984
1955
US (Adj.) Unemployment Rate1970-2012
GraduationYouMe
Source: BLS statistics thru 10/12 - civilian labor force
Career ProgressionNM - My Personal Journey
S o l u t i o n s
R e c r u i t i n g
> 5 years
> Brand Manager; started in finance
> 7 years
> Mkt Mgr. Cadbury Canada
5 years <
VP Sales <
11 years <
President <
> U. Rochester (NY): ‟83, ‟84 MBA
> “3/2” program
> Last 3 years
> Adjunct marketing professor
People:
– 1st job – 5 future corp. CEO‟s on my
floor
– Reported directly to 2 future CEO‟s
Company size:– #5 of Fortune 100 to one person start up
Acquisitions:
– Sold, bought, merged, LBO, startup
Responsibility:
– international, call center, new products
– 150 person sales force
Milestones/OpportunitiesNM - My Personal Journey
Marketing – Then and NowWhat I Learned on my Journey – So Far…
Marketing plans have changed
dramatically:– Probably easier to execute but harder to
execute well
– Infinitely more complex:
• Technology better
• Consumers smarter
Marketing principles have not
changed at all– Only more important due to complexity
Marketing in 1984When I Got My MBA…
The media world in 1984:
– 4 National networks: NBC, CBS, ABC, PBS (Fox – ‟86)
• 45% of prime time viewing; now 25%*
– Cable: HBO was not 24/7; MTV/VH1 + a few others
• 4% p.t. viewing; now 36%
– No internet
– VCR HH penetration 27% **
Centralized computing systems just coming on
line
Fortune #41 company – only every other desk
had a computer
Fax considered high tech
Market share measured in warehouse
withdrawals vs. scan data* http://tvbythenumbers.zap2it.com/2010/04/12/where-did-the-primetime-broadcast-tv-audience-go/47976/
http://s3.amazonaws.com/zanran_storage/www.stop-runaway-
production.com/ContentPages/2481364697.pdf#page=29
Marketing Evolution – 1984 to 2012What Has Changed?
Greater:
– Ability to understand consumer behavior
• Scan, panel, retinal scanners
• Purchase and intent
– Options to find and target your audience
• Media, internet, mobility
• Geographically, demographically
– Choices to deliver a tailored message
• CRM, data availability and management
– Lower barriers to entry
• E-commerce, internet
Harder:
– Noise factor
– More market/consumer “empowerment”:
• Internet (carfax)
• Remote, DVR
Marketing FundamentalsWhat Hasn’t Changed?
Good execution > good ideas
Positioning Statements
– Target audience, frame of reference, point of difference
“Weight sells”
– GRP = reach x frequency
– SOV/SOM
4 P‟s:
– Product, price, place, promotion
Managing the creative process
Affirmation:
– Nancy Shea – VP Global Marketing & Communication -
Ashland
– Bridgette Heller – President Merck Consumer Care
– …attributed GF learned fundamentals as major reason for their
current success
Job Market Evolution – ’84 to 2012What Has Changed?
Less:
– “Corporate training programs” – defined career paths
– Faster corporate ownership change & more job
movement
Greater:
– Ability to understand company culture
• Marketing strategies and data
• Vault.com
– Options to find and target your audience• By geography, industry, business system
• Google.com
– Choices to deliver a tailored message
• www.talentrooster.com
– Ability to differentiate yourself
• Blog, web site
Today’s Job Market:
Companies ARE hiring – actively:
– Specific transferable skills
– Quick ramp up
No industry growth engines
Vs. ‟84:– Less defined path
– MORE ability to create your own
Keys to SuccessToday‟s Job Market
Networking
Research
Differentiating
NetworkingGet Comfortable With It
50-80% jobs in US are never posted anywhere
A large personal network is like money in the bank
Approach:
– “Zen”: It is investing not cashing in; planting not harvesting
– Value in relationships; can come from:• Being smart or funny
• Sharing an interest
• Future business deal
– You CANNOT talk to enough nice, smart people
NetworkingStrategies
– Platform; NOT a job board
– Identify and/or penetrate
Use networking to:
– Identify ops
– penetrate
Ideas – find your target audience:
– Volunteer
– Associations
– Seminars/presentations
Job Search ToolsRole of Research
3 most powerful job search tools:
– Network
– Target company list
– Personal mission
Research skills critical:
– Target list
– Interview process
– Differentiating
Common ? – what companies
should I target?
Building a Target ListResearch
Step 1: Personal mission:
– “CPG marketing, or consulting
firm, or financial institution
– Geography(s)
– Can have 2 versions
Step 2:
– Start w/top priority geography
– Identify top firms in that
space/geography
Building Your Target ListStep 2 (cont‟d)
Where to look:
– Smartpages.com
– Hoovers
– Resumes:
• Alumni, LinkedIn
– Other schools
Web sites to know:• LinkedIn, Monster, Indeed,
Vault, Hoovers, Google,
YellowPages
Abbott Laboratories
Accenture
Arthur Andersen
AT&T Corporation
Automatic Data
Processing
Aventis
Banco Popular
Bloomingdale's
Boston Information Group
Cap Gemini Ernst & Young
Carrier
Corning Incorporated
CSX Corporation
Deustche Bank
Estée Lauder Company
FDX Corporation
Ford Motor Company
Gannett
GE Capital
General Electric Company
Globe Orion Corporation
Hewlett-Packard Company
IBM Corporation
Intel Corporation
J.C. Penney Company
Kraft Foods Inc.
Lever Brothers Company
LG Electronics
Lord & Taylor
Lucent Technologies Inc.
3M
Merck & Company
Microsoft Corporation
Nabisco Foods Group
New York State Electric &Gas
Corporation
Niagara Mohawk
Oracle Corporation
Philips Electronic NA
Philips Morris
Samsung Electronics
Siemens Corporation
Staples Inc
Sylvania Lighting
Texas Instruments Inc.
The Seattle Mariners
Unisys Corporation
United Technologies Corp
Welch Allyn Inc.
Xerox Corporation
Researching Target Companies
Step 3 – refine target
list and penetrate:
– List of 40-50
companies
– Topline research – fit
with your interests
– Use list of 20-25 to
penetrate
Step 4: repeat step 2-3
for next geography
Example – CPG Marketing
Goals:
– Build target list of potential employers
– Immerse/understand category & issues
- differentiate
Google “CPG marketers in NY” -
results:
– Industry blog:
• http://bx.businessweek.com/cpg-marketing/
– Resume:
• http://www.linkedin.com/in/nguller
– Job site w/support:
• http://www.indeed.com/q-Cpg-jobs.html
Example – CPG Marketing“With Your List”…
Activate Network:
– Goal – use network to
place your resume on top
of pile at your target list
– LinkedIn, family, friends
Value added research at
other companies:– Use google/prior research to
gather names/titles of senior
managers at target companies
• http://bx.businessweek.com/cpg-
marketing/
• http://www.brandweek.com/bw/ind
ex.jsp
Example – CPG MarketingNow That You Have A Name(s)
Draft brief e-mail;
– “Saw attached article, and was impressed by _____.
– “If you‟re looking to accomplish X, I can help because:
• Trans skill 1
• Trans skill 2
• Trans skill 3
• “Resume attached, along with case study and reference. I will
call in 2-3 days to follow up”
F/U phone call in 2-3 days
Variations:
– Send case presentation on disk
– Offer Skype call
Spreadsheet – track results, f/u‟s, and add/delete prospects
DifferentiatorsBe Outstanding
Top 10 accomplishments
– Reinforcement, resume, interviewing
– Tangible result: more, faster, better
– Connect your accomplishments to their needs
Students: pattern of behavior; work ethic
Questions
Volunteer:
– Community
– Companies – projects
Blogs/web sites”
– Cause (charity), industry (telecom), function (marketing club)
Send case study powerpoint to potential hiring managers
Get good at research; use as a differentiator
Video resume
– TalentRooster
Lessons LearnedCareer
My MBA/education MORE important than I
thought
Success in corporate world:
– Communication
– Adaptability
– Productivity
Business is an “open book test”
Cannot underestimate power of:
– Mentors
– Networking
Leaders :
– Can develop a picture of success
– can paint that picture clearly for others
US Unemployment Oct ‘12By Education Levels
12.2
8.47.9
6.9
3.8
< HS degree HS/no col US AVG Some col Bach degree +
Source: BLS data thru Oct„12, adults 25+
The End