how to be your own marketing manager

8/2/2019 How To Be Your Own Marketing Manager

1/23

1

HOW TO BE YOUR OWNMARKETING MANAGER

Nigel A.L. Brooks

TechKnowPartnersWorking with you today for your technology needs tomorrow


2/23

2

Thought for the day

It is not what you know...

...or who you know...

...but who knows you

Therefore, you have to create

brand awareness... ...just like any enterprise would


3/23

3

If you were a marketingmanager...you would...

Research and segment the market

Tailor theproduct (and/or service)

Package the product

Promote the product

Place the product

Negotiate theprice


4/23

4

Questions regarding branding

Which company owns the world's most:

Recognizable brand?

Valuable brand?

Who has the world's most recognizableface?

Clue: it's not Bill Clinton, George Bush, Barack Obama,Mickey Mouse, or Ronald McDonald


5/23

5

About me:recruiting for thirty years

Executive

Andersen Consulting (now Accenture)

Booz Allen Hamilton (now Booz & Co)

American Express

Education 2020

Entrepreneur various ventures including:Javazona Cafes, Etailia, BLD, Vitaprise, and TechKnowPartners


6/23

6

Fundamental questions

Would I hire myself?

Age

Appearance

Team player (collaborating and cooperating)

Track record

Am I prepared to go beyond my comfort zoneand adapt for the future?


7/23

7

Research and segmentthe market

Industries and functions

Demographics and psychographics(frequency, recency, value)

Strengths, weaknesses,opportunities, and threats

Leverage strengths and assets

Neutralize weaknesses and liabilities Promote brand equity/value proposition Maximize opportunities; minimize threats

Objectives and goals 2 x 2Market/productSWOT

LO

HI

HI


8/23

8

Understanding personal styles

www.TechKnowPartners.com/ups.pdf

Balancinginter-personal skillswith professional skills

Adapting your personalstyle to those of others

Seeing things from the

other person's point ofview

Personal styles model


9/23

9

Tailor the product to satisfyneeds and wants

You are the product know yourvalue proposition (benefits and features)...

...however, you may have to adapt to

different situations and circumstances, suchas industry, function, geography, etc.

Hence, you need to define your product line

Remember: if a person is good, they will begood at anything


10/23

10

Package the product

Resume superior fact-based presentationof accomplishments and history...OK to have more than one

Cover letter marketing collateral

Personal marketing website email the link

Prepared to handle interviews

Situation, Opportunity, Action, Results (SOAR) Leveraging transferable skills Defusing objections


11/23

11

Resume:contribute to growth and profitability

Networking card


12/23

12

Cover letter:marketing collateral


13/23

13

Personal marketing website:route to informational meetings


14/23

14

Prepared to handle interviews- practice, practice, practice

Know what's important to the enterprise

Dress for success

Project confidence act enthusiastic and youwill be enthusiastic

Adapt your personal style to theirs

Handle objections acknowledge, defuse,if I could, would..., tell stories using SOAR


15/23

15

Promote the product:outbound and inbound

Develop the campaign plan, do, check, act...

Networkn (events and one-on-ones) use social networking wisely and advantageously

Maximize contacts with recruiters

Find published and unpublished openings (20/80)

Make direct contact with potential employers

Create the opening and then fill it


16/23

16

Place the product:people like to work with others they like

Prepare for situational-based interviews

Research the industry, the enterprise,and its constituencies employees, customers,suppliers, investors, regulators, and competitors

Know yourcompetition

Use superior materials

Evaluate performance


17/23

17

Negotiate the price

Be reasonable

Avoid early compensation discussions

Don't jump at the first offer

Pursuing various opportunities

Tweek the job description

Examine the tangibles and intangibles


18/23

18

Individualpreneurship:handling being unemployed

Volunteering for non-profits and participatingon boards: not-for-profit doesn't mean not-for-revenue

Consulting: problem solver adding structure to unstructured situations

Teaching

Learning new skills

Making something out of nothing:what goes around comes around; giving before taking;putting back for future generations


19/23

19

The Individual As An Enterprise

www.TechKnowPartners.com/iaae.pdf


20/23

20

Final thoughts

The only certainty is uncertainty

The only constant is change

Treat your network as an asset:

Enhance it

Maintain it

Protect it


21/23

21

Wrap up:what the marketing manager does

Researches and segments the market

Tailors theproduct (and/or service)

Packages the product

Promotes the product

Places the product

Negotiates theprice


22/23

22

Contact me...

NIGEL A.L. BROOKS

Business [email protected]

M: (602) 291-4595

TechKnowPartners, LLC4659 South Lakeshore Drive, Suite K, Tempe, Arizona 85282

V: (480) 553-8951 F: (480) 829-0611www.TechKnowPartners.com

TechKnowPartners

www.TechKnowPartners.com/mm.pdf
mailto:[email protected]://www.techknowpartners.com/http://www.techknowpartners.com/mailto:[email protected]


23/23

23

HOW TO BE YOUR OWNMARKETING MANAGER

Nigel A.L. Brooks

TechKnowPartnersWorking with you today for your technology needs tomorrow

how to be your own marketing manager

Documents