How to Launch Your Careerin Marketing or Advertising…or Anywhere!

Glen Caruso

Firecracker Digital Institute / www.FirecrackerDigitalInstitute.com

404.788.2008 | gcaruso@firecrackerdigitalgroup.com

September 16, 2010

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Who is Glen Caruso?

• 25 years in the Marketing & Ad business

• 16 years in Digital space selling advertising and marketing programs

• JWT/NY, Turner Broadcasting, Weather & Travel Channels, Weather.com, Yahoo, Disney, AOL, Microsoft…

• Clients: AT&T, Verizon, Bank of America, FedEx…

• AMA Atlanta – Immediate Past President & Programming Chairman

• Own 2 companies: – Firecracker Digital Group -- www.FirecrackerDigitalInstitute.com

Social Media Marketing Education– Firecracker Digital Group

Ad Sales Representation for Web Properties & Platforms

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www.FirecrackerDigitalInstitute.com – Social Media Marketing education

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Firecracker Digital Group – Ad Sales Rep Firm

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The Basics of Selling Anything…

• Know your product features and benefits

• Understand the client and their needs

• Make the connection

• Demonstrate your value proposition

• Close the sale

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Remember

• Who’s most important? THEM.

• What do they want?

• Why do they want it?

• How can YOU help make their life easier?

• How can you prove it?

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The GREAT News!

• Change

• Innovation

• New Rules

• New Leaders

• New Platforms

=

OPPORTUNITY!

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The BETTER News!

It Takes a HUGE amount of work to get a Great Job

…and the vast majority won’t do it.

This is where you can have the advantage.

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“Plan Your Work & Work Your Plan”

“If you don’t know where you’re going,

how will you ever get there?”

• Keep a Notebook

• Read, Read, Read

• Start Networking

• Mentors

• Referrals are KEY!

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“So, what do you wanna be when you grow up?”

Your Passions will help figure out your path…

Make a list!

• What do you love to do? Hate to do?

• What are your key memories that made you most happy? Most fulfilled?

• An experiment: Take some pictures

• What companies are doing what you love most?

• Write your own ideal job description

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When you get the job offer…

• ...Filter the responsibilities and skills for that position against your list. Do they match up?

DON’T JUST TAKE A JOB – you’ll hate it.

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Resume = Best Example of You

• Emphasize:– Experience, Education, Relevant Coursework, Skills

• Flip Duties into Accomplishments

• Quantify you Successes & Performance (%, $$, Savings)

• Short & Bulleted

• Professional Email address

• Heavy White / Off White paper, Black Ink, San-Serif Font

• Look at Other Resumes & LinkedIn Profiles

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Resume DON’TS

• No goofy gimmicks

• Don’t include an Objective

• Don’t include References

• No Picture

• No Errors. No Errors!!!

• Nothing Personal

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Social Media Tools

• LinkedIn

• Twitter - follow

• Blog (maybe)

• Website (maybe)

• KEEP IT PROFESSIONAL

• Facebook:– for TRUE FRIENDS ONLY– …and still be careful– Assume your grandparents can see your FB profile

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Tip: Get Informational Interviews First

• Use references to connect you (Network!)

• Email. Call early or late. Use the EA to set a time

• Schedule 20 minutes – phone or coffee

• 1 minute Elevator pitch– How I know you– Who I am and my professional goal– Why I’m calling YOU, specifically– How I could use your help (several short questions)– “Can I set up 20 minutes on your calendar?”

• Send Outlook Calendar request (Learn Microsoft Office)

• Send an agenda in advance of meeting

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Informational Interview Questions – 20 minutes

– Still a good time to talk?– How did you get into this business?– What is your typical day like?– What do you like best about your job? Why?– What do you like least? Why?– What skills and qualities does it take to be successful in this type of

position and industry?– Is there anyone else you think I should talk to for perspective?– Thank you

…and include a $5 gift card to Starbuck’s in a short, type-written thank you letter. And mention something from the meeting to show you listened! Keep ‘em posted on your progress, too!

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What Companies do I target?

• Those who map best to your skills, wants, goals…

• The top 10 companies FIRST

• Work your way DOWN the list

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Interview Tip: Information is King

• First. Can I have a job description, please?

• Be prepared with knowledge about…– The Industry– The Company– The Management– Their Competition– Their Target Audiences– Strengths– Weaknesses– The person you’re meeting with– How your skills map back to the job and company needs!– Be ready to PROVE it and DEMONSTRATE it with a STORY

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Interview Tip: Ask Questions…

• …that are relevant

• …that will act as a set you up to demonstrate your strengths

• Be upfront that you don’t know it all, but dying to learn!

• “I could hit the ground RUNNING for you in key areas!”

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After the Interview

• Ask yourself…– ”Does this position map to my strengths, wants, goals…?”– “What might be an issue?”– “Do I even want this job? Why?”

• Lousy interview? – They might have had a bad day, so follow up.– Keep them posted on progress.– Send relevant article links with quick synopsis.– Show them you’re already doing the job and really have interest!

• They were a jerk!– Then who the hell wants to work for them anyway? Really.

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No Experience? Volunteer for Internship!

• Payment is:– Title– Experience– Reference– Introductions

• Volunteer for a company with great ideas, but no $

• Put a time limit

• Do what you say you will for them

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Go Get ‘Em!

• The jobs ARE there!

• They are looking for people that know their stuff!

• They want people who can make their job EASIER!

• Do the job before you get the job.

• Don’t worry. We were all in your place once.

• Please don’t get a job…get a career!

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Thank You

• …and feel free to contact me!

Glen Caruso

Firecracker Digital Institute.com

gcaruso@firecrackerdigitalgroup

404.788.2008

Twitter: GlenCaruso