Question

Topic: Career/Training

Learning On The Go?

Posted by cpeters on 7/8/2010 at 5:59 PM ET 125 Points
Hello everyone,

I've been working for a local company for the past 3 years, and was recently promoted from an Assistant Store Manager position into the role of coordinating our company's marketing and advertising operations (essentially running the department, but I do have a boss who oversees my department).

My post-secondary education (and my central focus outside of the day-job) is in photography, however – which is how I came to work for the company I do (we are a series of locally-owned and operated photographic supply stores).

I've had a lot of second-hand experience in marketing/advertising, but no dedicated education, per sé. My father has worked in creative communications for most of his life, and I spent much of my high school years (and several years after) training in graphic design (though never in a full-time dedicated course). I operate an independent music label and cooperate another, so I do much of my own marketing and promotion as well as all creative work. I also took six months of marketing as part of my photographic training, so I did get some actual education, but not on the level of a marketing-specific programme.

My conundrum, however, is that I want to get as up to speed as possible on professional, effective marketing. Being that I work a full-time job, supporting both myself and my fiancé, and have dedications outside of work (my own photography and music), I don't have the ability to get a formal education in marketing.

What are my best options for "learning on the go?" I'm familiar with a lot of terminology, tactics, and methodology, but I know I'm probably missing a lot. I've read some great books (The 22 Immutable Laws of Marketing, working on The New Positioning and Bottom-Up Marketing) which have helped a lot. Thankfully, I do have other people in my office to refer to, but I really want to come into my own.

A major factor in my desire to learn as much as I can is that our company will be focusing on shifting our target market in the new year; in previous years we've focused on young-to-middle-aged photographic amateurs, but are looking to begin to tailor more towards the younger professionals and semi-professionals (we do have a professional client base but it hasn't always been the focus of our marketing). Being a younger professional, my personal experience and viewpoints will be a critical factor in how we carry forward.

I know there's a lot to digest here, but any advice would be hugely appreciated!

Thanks very much.
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RESPONSES

  • Posted on 7/8/2010 at 9:32 PM Accepted
    There's nothing like experience to get you up the learning curve, but there are a few things you can do while you're accumulating that experience.

    First, continue reading all you can. Second, mine the good marketing websites for information, seminars, etc. Third, come back here and ask questions whenever you don't understand something.

    You'll find a lot of experts here who are generous with their time and who are eager to help "newbies" who are serious about learning and not just here to waste time.

    And, if your budget will permit, you might consider a paid mentoring arrangement. I've done a few of those and continue to be amazed at how much knowledge transfer is possible in just a few months.
  • Posted by michael on 7/9/2010 at 7:54 AM Accepted
    Pick some of the top people on this sight and read how they've answered different questions. This way you'll know if you're thinking the same things.

    Some of marketing is intuitive...a lot more than I thought when I started.

    I love old marketing text books. It's fun to see if their predictions and tactics are still working today. You won't get the social media marketing messages but the concepts are the same.

    One more thing. If you plan on taking a class at the community college, make sure you know something about the "professor". Here, it's a Yellow Pages sales rep. PASS!

    Michael
  • Posted by cpeters on 7/9/2010 at 10:35 AM Author
    Thanks to both of you for the great advice, I truly appreciate it.

    I thoroughly enjoyed reading 'The 22 Immutable Laws of Marketing' and will definitely continue to read all that I can; any suggestions?

    Michael, too funny about the YP sales rep... will definitely do my research if I take any further classes!
  • Posted by Jay Hamilton-Roth on 7/9/2010 at 11:21 AM Accepted
    Build a support network with people at your other supply stores. Find out what's worked for them, their budget, etc. Share copy, advertisements, etc. Presumably, you're ideally working together despite being locally owned & operated - since you're sharing the same name.
  • Posted by cpeters on 7/9/2010 at 11:26 AM Author
    Jay - Thanks for the response. We are indeed all working together, but our marketing and advertising is entirely run through a single department – which in this case is essentially just myself now!
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