Being a Marketer means you’d have to operate as if you are the owner of the business; no, in fact, you are accountable and is the owner of the business. It is up to you on how you build awareness, drive interest of the consumers, stabilize recall and ultimately score continuous revenue by helping your Sales team who execute (often times, you become the salesperson, too).
As a marketer, you’re the one who oversees implementation and execution of your team, you drive the wheel to form a well thought off and threshed out event marketing strategy which will launch your campaigns.
It’s a fun job but only if you’re ready to dive in as jack and jill of all trades.
What qualities should a marketer have these days?
Head of Figures.
Just like handling a household, a marketer needs to have an eye on check and balances. You’ll be in charge of managing the budget and who will designate which goes to paid advertising plus cost analysis to bring in the results and how much you can afford.
Being a head of the figures would mean you’d need to monitor the expenditures constantly and review the effectiveness of each effort. These things may sound overwhelming but once you’ve got a hang of it, it’ll be the drug you would want to have at all times. It works, it really works.
Let’s be a little forgiving, you may not have an artist’s brain but you should translate your ideas into a clearer vision on what design you’d want to have for your graphics designer to make. Marketing is not just about sales tactics; it’s about creating a brand, a vision, and a lifestyle. You should be able to formulate in the game plan the event’s visual identity – it’s a personality, a character that needs to be conceptualised, translated and to be understood by the consumer.
These are not limited to the event website, flyers, brochures, advertising artworks to give-away loots.
Project Manager & Leader.
There are tons of work that needs to be done. How effective of a disseminator and delegator of ideas and thoughts are you? In this case, you’d also need to be a fantastic team player who can juggle and have a deep understanding of your working relationship with the rest of the team working with your campaign.
As a person with the line management responsibility, you’ll have to oversee everything and go through performance reviews. Practice expressing a clear vision for the future of your event and campaigns.
System’s in Place.
How organized are you? A marketer should have a progressive sheet as a guide for the machinery to work properly. Creativity and organisation may not always work hand in hand but as a marketer, you’d always have to be methodical and strategic. Get your campaign dates working accordingly, listen to the behavior of your consumers, and implement the use of customer relationship for future marketing efforts.
How you represent yourself will always say a whole lot about you and your business. You’d need to thicken that contact base for future endeavors and possible collaborations. A marketer should always adept at building relationships whether it’s for corporate, association, industry partners or simply for potential sponsors and clients.
A whole lot of Social.
Your thirst for growth and getting to know people should be overflowing. Social media and digital plays a massive role in the promotion of campaigns, enabling you to connect and engage with potential consumers, clients, attendees and partners. You will need to be the most passionate about your campaigns – live, eat, breathe and be it.
Embrace technology and continuously learn how to improve your tactics whether it’s for Google AdWords, Mailchimp, pay-per-click, automation or affiliate marketing. Be up to date and ensure you’ve got all your bases updated and loaded. A good content always has good organic visibility but adapting the pulse of the new tools and trends will help boost your marketing efforts effectively.
In a nutshell, a Marketing Practitioner sure does possess a plethora of skills with a deep understanding of the target demographic; what interests them, where to reach them and how to get them to engage plus put everything in place to get it all rolling. No marketer can do all these alone but with the power of delegation and choosing the right team, it can be done. Always get the history of your efforts as the baseline and move forward with your budget and Gantt charts moving.
Keep that passion burning!