Specialised Promotional Advisor - A Great Profession For Someone With Merchandising And Advertising Knowledge
With my background in marketing and advertising, I can go basically anywhere I want to in the industry. I have worked on market research merchandising, viral marketing, guerrilla merchandising - you name it, I have done it. The one thing that has continuously held me back is that I am not a team player. I'm incredibly independent and driven, but I don't tend to use my capabilities for leading. You see, I'd rather not have to work together with other people. I know what a project needs intuitively, and I can normally get it done best with no outside help.
With some of the companies that I worked with, this held me back. Working as a merchandising consultant, however, it has become an asset. You see, with niche marketing consulting, people wish to see that you have a driven, self-directed attitude. A niche marketing consultant is a kind of subject matter authority. You are meant to come in to the company, listen to their concerns, and formulate a merchandising technique custom tailored to their needs. People don't want to see you hem and haw continually, waiting for feedback from various committees - they want to see you come up with a decisive plan of action. Then, it is up to the company to implement it or to try their own method. Either way, at that point your job is done.
Of course, there are many niche marketing advisor organizations that work in a more corporate way than I do. Many of these consulting firms have greater brand awareness, and so can draw in some big accounts that don't notice me. Nonetheless, I do quite well as a freelance merchandising advisor. You see, when you are working with a business consultant, it is not the company that they come from that matters, but the consultant him or herself. Every once in a while the very fact that I am able to run the business by myself without the backing of a marketing firm actually attracts clients. They want someone self-motivated, directed, and decisive. That's precisely who I'm.
Of course, merchandising consultants vary significantly in their approaches. Some of them are very careful, driven by all of the scientific facts they can get their hands on. Other ones are impulsive, believing their gut instincts above all else. Even though I tend toward the latter approach, my goal has always been to combine the two. It is never a great idea to ignore info that you can use, but it is also imperative to trust your own instincts.
The Ideas Of Marketing - Not Essentially The Same As The Ideas Of Publicity I felt that I knew the principles of advertising pretty well, but I knew that my lack of education in the field was holding me back. Basically, even though I was highly educated, I did not have any background in the principles of merchandising.
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