Training deck presented to UCSD Undergraduate Marketing Association in 2013. The goal was to provide advice for students considering a marketing career. The format included an introduction, explanation of a marketing agency's role, examples from Anderson Direct Marketing at http://www.andersondm.com and my personal top 10 recommended action items to become successful in Marketing. The trivia questions were opportunities to win gift cards during the presentation and keep it interactive.

1. Marketing as a Career – Randy Everett
10 Action Items to Interactive Producer
Become Successful reverett@andersondm.com
Twitter: @ranever
Presented to:

2. Overview
A. Introduction
B. Day in the Life at a Marketing
Agency
C. 10 Action Items to Become
Successful in Marketing

3. A. Introduction
RANDY EVERETT
Marketing Background:
• Illinois State University – B.S. in Marketing
• Colorado Technical University – Masters in I.T.
• Manpower Temporary Services
• San Diego Chargers Football Company
• San Diego Union-Tribune (UTSanDiego.com)
• Anderson Direct Marketing

4. A. Introduction
RANDY EVERETT
Anderson Direct Marketing role as an Interactive Producer
• Provide solutions for our clients’ digital/interactive
marketing challenges
• Web development – 15 years
• Digital marketing strategy – 15 years
• Online advertising – 12 years
• Email marketing – 10 years
• Web analytics – 7 years
• Social media marketing – 4 years
• Technical geek since 1982

5. TRIVIA
Beside Facebook and
Twitter, what is the #3
social network in the
U.S. based on unique
visitors?

6. TRIVIA
Beside Facebook and
Twitter, what is the #3
social network in the
U.S. based on unique
visitors?
Answer: LinkedIn

7. Overview
A. Introduction
B. Day in the Life at a Marketing
Agency
C. 10 Action Items to Become
Successful in Marketing

8. B. Life at a Marketing Agency
What is a Marketing Agency’s role?

9. B. Life at a Marketing Agency
What is a Marketing Agency’s role?
These people…

10. B. Life at a Marketing Agency
What is a Marketing Agency’s role?
These people… want these people…

11. B. Life at a Marketing Agency
What is a Marketing Agency’s role?
These people… want these people… to provide solutions.

12. B. Life at a Marketing Agency
What is a Marketing Agency’s role?
These people… want these people… to provide solutions.
Client Challenges
• Headcount (# of employees)
• Short-term project
• Lack of experience & diverse skills
• Lack of equipment or processes

13. B. Life at a Marketing Agency
What is a Marketing Agency’s role?
These people… want these people… to provide solutions.

14. B. Life at a Marketing Agency
How is Anderson Direct Marketing’s team assembled?

15. B. Life at a Marketing Agency
What is a Marketing Agency’s role?
These people… want these people… to provide solutions.

16. B. Life at a Marketing Agency
What type of solutions?
ADM categorizes our
solutions into 7 groups

17. B. Life at a Marketing Agency
What type of solutions?
Marketing textbooks
categorize into “P” groups

18. B. Life at a Marketing Agency
What type of solutions?
Solutions could be for
a single-channel or
multi-channel
MARKETING
CHANNELS

19. B. Life at a Marketing Agency
What type of solutions?
Solutions by target audience
acquisition type:
Inbound vs. Outbound
Direct Mail

20. B. Life at a Marketing Agency
What type of solutions?
CREATIVE SOLUTIONS!

21. B. Life at a Marketing Agency
Real world example
Lead Generation
Solution
• Direct Mail
• Web/Mail/Phone
• Data capture
• Tracking
• Reporting

22. TRIVIA
Which retail store has
the most Facebook
Likes?

23. TRIVIA
Which retail store or
website has the most
Facebook Likes?
Answer: WALMART

24. Overview
A. Introduction
B. Day in the Life at a Marketing
Agency
C. 10 Action Items to Become
Successful in Marketing

25. 10 Action Items to Become
Successful in Marketing
1. Write a Feature-Benefit Statement
2. Goals Must Have Dates!
3. Learn Project Management
4. Talk, Walk and Breathe Customer Service
5. Build an Inventory of Skills
6. Improve Your Research Skills
7. Improve Your Communication Skills
8. Optimize Your LinkedIn Account
9. Build a Lifelong Learning Network
10. Build a Positive Mental Attitude

26. 1. Feature-Benefit Statement
What is a Feature-Benefit Statement?
The practice of presenting a customer with information about
your product/service so that it relates to their unique situation
and satisfies their unique needs.
5 Steps to Create a Feature-Benefit Statement:
1. Ask questions first – What is important to you?
2. Listen! This allows you to customize your response.
3. Describe a Feature
4. “…what this means to you is…”
5. Describe the Benefit they will receive

27. 1. Feature-Benefit Statement
5 Steps to Create a Feature-Benefit Statement:
1. Ask questions first – What is important to you?
2. Listen! This allows you to customize your response.
3. Describe a Feature
4. “…what this means to you is…”
5. Describe the Benefit they will receive
PRODUCTS SERVICES YOUR RESUME
TRY IT!

28. 2. Goals Must Have Dates!
“A Goal with out a Date is just a Dream”
Examples
Bad: Get more sales
Good: 15% increase in net revenue
from new clients by 12/31/2013
Bad: Get a Marketing job
Good: I will spend 30+ hours per week
researching companies, searching job
boards, applying to positions, and
building my skills until I gain employment

29. 3. Learn Project Management
Everything you do is a Project!
5 Phases of every project:
1. Initiate (define scope)
2. Plan (time & resources)
3. Execute (implement)
4. Control (monitor & revise)
5. Close (end & learn)

30. 3. Learn Project Management
Project Constraints
4 factors to balance in every project:
1. Time (Schedule)
2. Cost (Resources/Budget)
3. Scope (Tasks/Deliverables)
4. Quality (Results)
If you’re asked to change one,
you must adapt another constraint

31. 4. Talk, Walk and Breathe
Customer Service
Live the 360-degree customer service approach
Customers are all around you!
• External clients
• External prospects
• Internal clients / departments
• Your boss
• Team members / peers
• Direct report employees
Only 3 outcomes to any interaction:
Positive, Neutral or Negative.

32. 5. Build an Inventory of Skills
What skills do I need?
A. Transferrable skills
- Used in most jobs
- Commodity skills
B. Specialized skills
- Marketing channel
- Industry
- Technology
- Skill level
Goal: Build a diverse portfolio of desirable job skills

33. 5. Build an Inventory of Skills
What skills do I need?
Check job postings!
- Monster.com
- LinkedIn.com
- Indeed.com
- Craigslist.org
- CareerBuilder.com
- Company job boards

34. 6. Improve Your Research Skills
Learn to Google
Use “operators” to
improve your
search results

35. 6. Improve Your Research Skills
Online Research
Google is not a synonym for
“Online Research”
Try other specialized search
tools
http://paraduxmedia.com/2012/08/stealing-googles-crown/

36. 7. Improve Your Communication Skills
Oral Communication
Written Communication

37. 8. Optimize Your LinkedIn Account
Update all fields in LinkedIn
with keywords, project
results and achievements
• Add a photo
• Current job
• Previous jobs
• Education
• Summary
• Skills & Expertise

38. 9. Build a Lifelong Learning Network
Setup resources for continuous learning and networking
• Follow experts online
• Read industry websites/blogs
• Search YouTube by keywords
• Setup your social networks to
share and connect
IDEAS
• RSS reader (Google Reader)
• Aggregation sites (Alltop.com)
• Keyword alerts (Google Alerts)
• TEDtalks videos

39. 10. Build a Positive Mental Attitude
Positive Mental Attitude (PMA): The belief
that you can increase achievement through
optimistic thought processes.
• Have a positive vision for your life and
for others around you
• Compliment and help others often
• Accept change and believe it’s possible
• Failure isn’t bad if you learn from it
“A Positive Mental Attitude is the best
Fountain of Youth.” ~David Montanbeau

40. QUESTIONS?
Randy Everett
Interactive Producer
reverett@andersondm.com
Twitter: @ranever