Marketing
My last three employers did not have an in-house marketing department - relying, instead, on outside advertising agencies or in-house employees with limited “desktop publishing” skills.
Advertising agencies cannot fully understand the company’s market, its products, or what is truly important to its customers and prospects. They are also expensive and generally work on a piece-by-piece basis, instead of being dedicated full-time to understanding all aspects of the business and implementing various programs to ensure targeted growth and success.
Untrained and inexperienced employees with a computer and some desktop publishing software can do more harm than good. A company’s literature or message is a direct reflection of the company. A poorly designed piece of literature or a badly written message may not only miss the mark entirely, but can cause the viewer (customer/prospect) to have a negative image of the company as well as its products, services, and owners/management/employees.
Corporate Marketing
- Switzerland/Germany/France Manufacturer of electrical connectors
- United States Manufacturer/Distributor of security systems and wood products
- United States Manufacturer of paper products
Goal
– Increase brand recognition, corporate information and reputation, within existing markets and untapped targeted markets
Scope
– Print advertisements, press releases, feature articles, interviews, video productions, social media, web presence, tradeshows, supporting literature, community outreach, training programs
Product Marketing
- Electrical contacts and connectors
- Security systems, low-voltage products, and custom wood products
- Paper products and dispensing systems
Goal
– Identify target audience, research competitor offerings, determine effective feature/ benefit proposition, build interest and excitement within existing channels, penetrate additional new markets/channels
Scope
– Product design, features/benefits, tag line, print advertisements, press release, feature articles, photo shoot, video production, social media announcements, tradeshow debut, spec sheets, supporting literature