HOW TO BE YOUR OWN MARKETING MANAGER

Nigel A.L. Brooks

TechKnowPartners
Working with you today for your technology needs tomorrow

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
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If you were a marketing manager...you would...

Research and segment the market Tailor the product (and/or service) Package the product Promote the product Place the product Negotiate the price
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Questions regarding branding

Which company owns the world's most:

Recognizable brand? Valuable brand?

Who has the world's most recognizable face?

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

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
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Fundamental questions

Would I hire myself?

Age Appearance Team player (collaborating and cooperating) Track record

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

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Research and segment the market

Industries and functions Demographics and psychographics Strengths, weaknesses, opportunities, and threats

(frequency, recency, value)

HI

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

Objectives and goals

LO

2x2 Market/product SWOT

HI

Understanding personal styles

Personal styles model

Balancing inter-personal skills with professional skills Adapting your personal style to those of others Seeing things from the other person's point of view

www.TechKnowPartners.com/ups.pdf
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Tailor the product to satisfy needs and wants

You are the product know your value proposition (benefits and features)... ...however, you may have to adapt to different situations and circumstances, such as industry, function, geography, etc. Hence, you need to define your product line Remember: if a person is good, they will be good at anything
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Package the product

Resume superior fact-based presentation of 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
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Resume:
contribute to growth and profitability
Networking card

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Cover letter: marketing collateral

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Personal marketing website:

route to informational meetings

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Prepared to handle interviews - practice, practice, practice

Know what's important to the enterprise Dress for success Project confidence act enthusiastic and you will be enthusiastic Adapt your personal style to theirs Handle objections acknowledge, defuse, if I could, would..., tell stories using SOAR
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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
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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 your competition Use superior materials Evaluate performance

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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
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Individualpreneurship: handling being unemployed

Volunteering for non-profits and participating on 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
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The Individual As An Enterprise

www.TechKnowPartners.com/iaae.pdf
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Final thoughts

The only certainty is uncertainty The only constant is change Treat your network as an asset:

Enhance it Maintain it Protect it

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Wrap up:
what the marketing manager does

Researches and segments the market Tailors the product (and/or service) Packages the product Promotes the product Places the product Negotiates the price
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Contact me...

TechKnowPartners
NIGEL A.L. BROOKS
Business Development
nigelbrooks@TechKnowPartners.com M: (602) 291-4595 TechKnowPartners, LLC 4659 South Lakeshore Drive, Suite K, Tempe, Arizona 85282 V: (480) 553-8951 F: (480) 829-0611 www.TechKnowPartners.com

www.TechKnowPartners.com/mm.pdf

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HOW TO BE YOUR OWN MARKETING MANAGER

Nigel A.L. Brooks
TechKnowPartners
Working with you today for your technology needs tomorrow

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