successBefore coming to the marketing field, I held different positions from accounting, training, finance, planning, operations, purchasing, to event operations among three different companies.  I’d never made connections between the jobs I did and marketing.

Even when I managed the “communications plans” used to train over 100 people for a system upgrade, I regarded the implementation as part of my job, not as marketing.

My take then: I am not in marketing; therefore, marketing has nothing to do with me.  In reality, marketing has everything to do with me.

For example, for the training deployment plan, I focused more on project management such as the completion and ownership of milestones.  I should have also paid attention to the quality, the format of training materials and the way my audience received the training.  For pitching my recommendations to management, I focused on the data analysis mechanism and recommendation.  I should have also put focused more on my presentation’s flow and where and how I offered recommendations.

Marketing is moving goods and services from producers to customers.  Marketing is also moving your ideas, recommendations and instructions from you to whomever consumes your information.

Here are three tips which help me to think like a marketer:

  • Benefits matter:  Remind yourself that whether you complete projects really doesn’t matter.  Management cares about the benefits of projects. Ask yourself, Can I articulate the benefits of my work?

 

  • Audiences matter:  Articulate benefits of your work according to each audience. Ask, “What is this group most interested in? What do they most need and want that this project provides?” For instance, if your audience cares mostly about finances,  emphasize the savings and budget.  If stakeholders care mostly about progress, focus on project milestones.

 

  • Presentation matters:  This aspect can be the hardest and most consuming one to finesse.  Ask yourself these questions: “Is my audience geared more toward Power Point – or might a Power Point put them to sleep?” “How do I emphasize my pain points? How can I craft the story of the project?

I apply these three tips to everything you do, including website design and communicating with children.  Try to think like a marketer, and you will see your job (and your daily interactions) in a different light.

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Author

Pam Didner

Posted on

March 19, 2012

Category
Global Marketing Blog, Marketing Know-Hows