The Marketing Executives Group International

Jaime Block - http://www.linkedin.com/in/jblockideaqueen30

Is this Disconnect a direct result of our Economy and who is being hired for Marketing positions?
It happened again…for the fourth time. As I stood there, with my mouth wide open, I have to admit, I was speechless. I was at a very large retail chain purchasing something yesterday and as I went into my wallet to pull out my credit card, the young lady asked me, “Would you like to donate any money to the Haiti Fund?” I said no. If I donated money to every store I purchased something at, in that manner, I would be donating a lot of money, but to me that money would have no meaning behind it. This is what I mean when I talk about a disconnect. In 5 minutes, I could have come up with a simple marketing plan that would have added a donation of that charity with the purchase of a new product this particular store was trying to push. In doing that, I would have added some value to what I was trying to accomplish.
Cause Marketing is a great tool, and used by many companies today. You add a simple donation by increasing the price of some inexpensive but exciting new product that you know your customers will love. This way you have recognized the fact that your customers needs must be met. The store gets extra exposure on a new product, the charity wins because more donations will be made, and the customer gets to at least try something new while also contributing to a great cause. Seems simple, but the lack of application of these types of programs in today’s retail market is what makes me wonder, “Who is in charge of their marketing department?” Again, this was the fourth time in the past month that I have had to say no in one of these situations. I mean, at least the guy in the orange vest standing in the middle of the street with the can, who knocked on my window as I was driving over to the mall was offering tootsie rolls with donation. I gave that guy my change because well, I really like candy so it was a bonus for me.
This brings me back to a frustrating time in my life, not too long ago, when I was unemployed. I spent three months going on interviews, searching for jobs that I knew I was fully capable of succeeding in, yet because I lacked 10 years of experience on a piece of paper, I was never even considered for a position. Coming from the health and fitness industry, I am a very passionate person, who cares almost too much about the needs of my customers. I often get excited for new ideas I have, especially when I know they would be successful if supported by any given company. I often ask myself, are companies cutting back so much that they don’t have time to find out what their customer’s needs are? Or are they hiring people who are so experienced that they actually lack the most critical element in today’s marketing world…understanding and appreciating the optimal user experience and knowing that people make choices based on emotion. The affinity consumers feel for a product drives their decision to purchase and strengthens their loyalty to the brand.. it’s really that simple, yet apparently too complicated for yet many companies to figure out. As a marketing specialist who sells a very unique type of advertising, I often find myself frustrated by other people’s inability to have an open mind to new ideas, they lack diversity, enthusiasm, and drive for emotional impact.
Everybody knows that it takes money to make money. If you don’t spend money on opportunity as technology changes and opportunities emerge, while also listening to the customer, you will in fact suffer the consequences of the economy. Instead, companies blame or use the bad economy as an excuse to stay stagnant in their growth. If anything, the downfall of the economy is a creative person’s opportunity to shine, to take the road less traveled, and to finally get noticed for all the random thoughts that flow through their mind. The reality is that if more companies would take an approach to offer opportunities to the “less experienced,” they would realize that our youth is our future. If it takes a little extra time and money now to train and hire someone who will recreate your brand, your vision, your future, doesn’t that make more sense?

Something to think about:
If the owner of a company sets the tone and makes the ultimate decisions, yet this person never has the opportunity to speak with the customers, this creates again a disconnect. If a message is being relayed from the owner to the manager, and the manager is only able to act based on what an owner tells this manager, then the customers are not being recognized as a business asset. Even more frustrating, if the employees are giving feedback and not being recognized, yet they are the ones who are out speaking with real people and delivering the service, then where is the Big Picture?
In 2010, we must change with the times, even if this means trying things that are risky. Just like fitness trends are always changing, year after year. If a fitness professional is not up to date on current trends, they are less likely to be successful because the nature of this business is an ever evolving cycle. We must listen to the customer because their needs are constantly changing. We must, as professionals, adapt to these changes. It’s not the four walls, but the experience we provide within our four walls that determines value. If many years of experience is what it takes to obtain a job in today’s world, yet experienced professionals are not fanatical about developing skills that are diverse and fit the needs of the customer, then the customer will go somewhere else and yes, the business will be affected by the economy. This is what I have seen in our market over the past two years…a complete inability to accept change, to listen to the needs of the customer, a lot of blaming “the economy,” and even though business is not going well, they still keep doing what they have been doing for so many years. To me, this is a sign that there is a lack of acceptance and ability to learn and grow with the times. It is real and it is everywhere. For job seekers that are perhaps a bit more inexperienced, it feels really unfair.
Leadership: Changing with the Times:
Don’t get me wrong, decades of experience can be a great asset to any given company. However, if you are in your 20s and 30s and as passionate as me about making a difference in today’s marketplace, it can be a double edge sword. We have had to learn how to act as entrepreneurs, take risks, build relationships and most importantly, we are fluent in the technologies that define and shape the modern marketing world. All of these qualities- Great Assets. It is up to you whether you want to live in the moment when deciding to make hiring decisions or you want to think long term and consider what our youth has to offer, taking the most critical element in consideration…your customer!