18 Feb

Don’t be afraid to be creative with your marketing

Mike Volpe, ” Don’t be afraid to get creative and experiment with your marketing.”


According to a recent study by Robert Half International, a staffing agency, workers are so focused on following policies that they don’t want to take risks (2012, November 19).

Leadership are extremely focused on protecting the organization from making mistakes in their marketing that they extremely inhibit productivity and innovation.   Employers need to learn how to truly trust their workers (2012, November 19).  Why else did an employee earn the honor of working for a company if their own judgment isn’t trusted?

I have worked in marketing in a variety of industries and I have to say the most fearless industry was entertainment.  When I was part of the entertainment industry my colleagues were bold and fun with their ideas that it made being creative a normal day-to-day function.  We were able to create trends, develop processes, and learn what works with our clientele.  We failed more than we succeeded, that I can tell you.  However it’s in the many failures we shared that our drive for success become more dominant.

Marketing isn’t a guaranteed formula.  You follow a set of processes that help you structure a marketing campaign but you still have to deviate from the template.  The absence of successful predictions leave marketers vulnerable to leadership because they are unable to provide definite results.  This uncertainty starts regressing the very character that makes marketing professionals unique.

Marketers have to let go of their feelings as well.  I have learned to put my emotions aside when pitching ideas to leadership.  You have to.  You can only learn to adopt philosophies and provide expert opinions without the fear of rejection.  In my 20 years of marketing I have learned 3 things that helped me stay productive and creative in my profession.

  1. You are a professional.
    1. Learn that all ideas will never stick. As you expect your leadership to take on your ideas respect their rejections as well.  Yes you have to be fearless and unattached to your work.  As long as you can back up your suggestions with research, case studies, and internal surveys, you have done your part.
  2. Not every idea is completely dead.
    1. I have had hundreds, if not thousands of ideas rejected. However I never delete any of them.  I have saved majority of my ideas just so I can bring them back up again when I feel the moment is right.  I have taken concepts with me from industry to industry only to have my ideas embraced for an unexpected business.
  3. Know your audience.
    1. As marketers we tend to overthink our campaigns in the beginning of the process. Usually we are enthusiastic enough to being pitching our ideas incomplete to leadership only to see them rejected with abusive confidence.  This happens because we forget who we are audience is. Yes we have to consider the main demographic, our customer but don’t forget your leadership is your in-house customer.  You need your leadership to understand the campaign.  Keep your idea simple, clear, then have a beginning and an end.

It’s frustrating being a marketing professional.  Social media, internet, and viral success seems to be on everyone’s agenda but what works for one business won’t work for another.  I find that organizational leaders take benchmarking too far and forget what makes their company, different.  The same goes for marketers. Don’t forget what makes you diverse.  Rejection is part of our business.  Not every idea will be embraced with open arms.  Don’t be afraid to get creative and experiment.  Be fearless.



Cutrone, C. (2012, November 19). These Five Statistics Show Just How Much Fear Cripples Employee Performance. Retrieved February 15, 2016, from http://www.businessinsider.com/the-best-way-to-innovate-2012-11

28 Apr

Quote: Good Content has an Objective

Ann Handley “Good content always has an objective; it’s created with intent. It therefore carries triggers to action.”

I can’t tell you how may times I see advertising from local businesses that have no action.  A call to action is very important in marketing.  Your marketing a product or service.  You want the customer to react to your marketing.  What is the customer supposed to do when they read your ad?  Go to your website?  Call a number?  What is it?  Answer that question before you decide to create a marekting campaign.  What do you want the customer to do?   It’s that simple.  Don’t make marketing difficult.  It isn’t.  We just to overthink our strategies.  If you make it difficult then that will reflect to the customer.  Making it difficult for them to make a decision.  Simplify the process, have a call to action, measure your results, and then innovate or repeat.

Ann Handley @MarketingProfs “Good content always has an objective; it’s created with intent. It therefore carries triggers to action.”

Ann Handley @MarketingProfs “Good content always has an objective; it’s created with intent. It therefore carries triggers to action.”

17 Dec

What is the purpose of marketing?

How can we be effective with marketing?  What is the purpose?  I can’t tell you how many businesses think they have a grasp on the idea of marketing.  It’s not about just promoting a product or service.  It’s bringing the public into a brand.  It’s giving them an experience.  Everyone sells mp3 players, lawn care,  affordable car loans, insurance, and the best burger.  What makes your product or service different from everyone else?  Your brand.  The purpose of marketing is to bring people to something.  They are looking to be relevant in your brand. They want to feel that they make a difference.  They want your services or products to enhance their life by giving complete satisfaction.  Don’t think about offers.  Discounting your product and services can actually devalue your brand.  In fact, do the opposite don’t be quick to discount but stick to your prices and give the customer something they never experienced before.  Get in tune with that they want and need.  Listen.  Learn.  Provide.


01 Oct

Believe In Yourself: The Hardest Thing to Do as a Marketer

Believe-In-Yourself-Kevin-IriarteThe hardest thing to do in any profession is believing in yourself.  I can only assume it’s the fear of failure that climbs the wall  and breaks your confidence down.  I know that I am sure of myself in a lot of things and when called upon I freeze up.  I never was like that when I was younger.  I always was  a go-getter.  I didn’t have a hard time believing in myself.  It was more difficult managing my time.

Now a days, I live with doubt.  I have dreams, I know where I want to go, I am sure of what I am capable of but then I choke.  I don’t like to pretend I’m good at something.  I want to be noticed for how good I am.  Lately, in the world of internet marketing, I’m a small molecule.  The internet has made my natural ability for marketing disappear.  I find myself struggling to gain exposure in new markets.  When I took a break from music and event promotions because of health and family reasons, I lost my edge.  Being in the entertainment industry gave me the feeling of being 100 feet tall.  I had companies seeking out to hire me.  It’s that long break that broke my confidence.

So how do I get it back?  Well blogging has helped.  I start blogging in February of 2014.  It was because of the start of being vegan that gave me content to share.  Now I am gaining confidence in my craft.  I’m finding my way.  With the unpredictability of my health, being an internet/social media marketer has become a calling. I love all aspects of social media marketing.  It’s not focused on advertising but providing.   Now that I am finding my niche’ I can take the time to fine tune my craft.  The time is now because tomorrow may never come.  If I don’t believe in myself, no one will.  That’s how you become a great marketer.  You start with believing in yourself.