For the love of marketing

Reflecting on why I chose this career path, I’ve pencilled down what I love about marketing and communications.

Messaging and writing: I love crafting a story and writing in a way that meets the company’s brand, language and ultimate communication goals. That means understanding how the business likes to be represented and how they want to be understood.

Publishing: uh that feeling when your story is published. I love it! You wrote the content, now it’s published. It’s always great to hear about new business connections that have come out of it too, including people reaching out to us for more info, a meeting or an enquiry.

Artwork: I love coming up with concepts. Probably an area I am most critical of my own ideas. But thinking creatively to come up with concepts is challenging and fun! Nailing the design brief so that your graphic designer can execute your vision is key. Also being open to team input and input from your designer can also make your original concept an even better one. Watching it come together is satisfying. Maybe it was signage, detailing a trade show stand, a flyer or creating an image - seeing it materialise is satisfying.

Spreading the word: I enjoy planning how to communicate the message. Whether it’s a media story or a product launch. Knowing where to place the information, to whom and when forms a critical foundation to getting your message out.

Measurement: If there is anything the digital age has done for marketing and communications it is the ability to trace and measure campaigns - analytics. It is this intelligence that can help us create smarter communication strategies. Most marketing coordinators will need to understand, at minimum, how to interpret data reports to set SMART KPIs (and yet this is changing as employers look for marketing unicorns 🦄) Not to mention AI tools. However you can always enlist the expertise of a digital marketer/strategist who can help execute your marketing plan pertaining to the digital element. Most marketing teams these days have a dedicated digital strategist, if not then many will outsource it. There are ways to measure traditional print publishing, event success, television and radio ad placement too, just a matter of finding the most reliable way. This could include a unique phone number or a unique email to contact, or a unique campaign URL to visit. Asking people how they heard about you when answering enquiries can help. Measuring spikes on your unique URL on the same day as publishing a print ad may also give an indication.

Project completion: Marketing allows you to move from project to project, short term or long term, marketing can offer so much variety.

Subject diversity: For example a company I worked for is an advanced manufacturer of electronic products and solutions. But I didn’t just get to market their sophisticated electronic equipment; the company also sponsors charities and organisations, partners with education institutes, delivers graduate programs, works with TV and media personalities and so much more. All of which needs to be managed. The marketing and communications coordinator gets to leverage all these PR opportunities that are not just product based but ‘brand’ based. This is an opportunity to represent who the company is, its personality and values, not just what they sell but what they stand for. I think the best advice I can give to anyone looking to work in marketing, is to work for a company based on their culture, story, values and aims, not just their products (even if they are amazing). Thankfully I got to market products that are of the highest quality anyway, but I really enjoy talking about a company’s story because it can be so inspirational.

Knowing your voice: We write using different formats - media releases, editorials, blogs. Knowing which ‘voice’ to use is an interesting one. Language style plays a huge part in this. As a writer who keeps developing her craft, I get to practice writing for different mediums and styles, formal and informal, educational or informative, corporate or casual etc.

Production: Marketing exposes you to a world of creatives. Production can include video production, audio/visual, animation and photoshoots. I have to say, I really love this part. It can start by locating professional videographers, photographers, graphic designers, animators and sound engineers or using existing partnerships. Over the years I have worked with brilliant producers. What I love about the production side of marketing is being behind the scenes and helping to make it happen. Often that means helping with scripts, sourcing talent from within the business and providing the producers with guidance on terminology, and ensuring the production represents the business and meets the company’s brand or communication guidelines. You are often present on production as well, assisting so that the production partners can deliver the best outcome for us. Developing a relationship with them is important. I have made great friends along the way. Word can spread in your local industry as well, so relationships are paramount. Be a good person to work with!

Events: Getting people together! Love it. Even with the work involved, it is pure satisfaction when event finally comes together. My main measurement for success isn’t just attendance, it’s whether guests actually enjoyed themselves! Nothing worse than a boring event in my opinion.

Emotional intelligence (EI): You may have all the marketing skills in the world but if you can’t communicate, negotiate, empathise, have a sense of humour and a degree of resilience then the marketing world (any working world) will be harder for you. There will always be a problem to solve, a difficult supplier, a person having a bad day, an undesirable encounter, and “personalties” to navigate and understand. You will need tools to help you overcome problems and personalities and also overcome your own hang-ups. Emotional intelligence is a skill set worth developing. It doesn’t just help you deal with negative situations but can also enhance the positive ones by helping you to make the most of them at the time.

Marketing and Communications work is something I truly enjoy for all the above, as it gives me every opportunity to flex these capabilities.

It’s also great to enjoy the people I work with every day. Thankfully I have a great team and extended team.

Do people know?

The Defence Teaming Centre's Defence Leaders Breakfast did as promised, exploring the evolving paradigms outlined in the Defence Strategic Review (DSR) and the National Defence Strategy (NDS).

It was insightful to hear about the responsibility and experiences of defence policy makers, while exploring the gaps in our current defence strategies and the possible solutions.

Discussions around Australian society's general awareness and understanding of our geopolitical situation, was a panel topic that got me thinking. If we surveyed the average Aussie, how many do you think would be able to convey even a basic analysis? 2 in 10, 9 in 10 people?

In fairness, most people right now are more concerned about the cost of living, seeking economic stability, and parents are hoping their children will have fulfilling careers and financial security – maybe get to buy a house one day! It’s something we’re all feeling, it affects us.

A foreign threat is not something the average Aussie could describe as something they can ‘feel’ right now, as it’s not directly affecting them today (indirectly yes, as wars impact the global economy).

Without the defence capacity to deter threats, or act swiftly if these threats become realised on our shores, we will surely ‘feel’ the impact of war then.

As a marketing professional, I can’t help but think about communication solutions, raising awareness and supporting the strategies that engage this generation to think about contributing their skills to building Australia’s defence capability – whether that be in the ADF, or in the defence industry - and without using scare tactics.

A strong line of defence is crucial in protecting individual liberty, political freedom, and our democratic political system. Deterring threats in the first place is a key strategy as described in the NDS as a Strategy of Denial.

Investment into the Strategy of Denial will be far less expensive or consequential than fighting a war.

A war can impact our livelihood, and reframe our future prospects. The more devastating cost though, would be the loss of lives.

Skywalker Announces New Rebel Alliance Fund

Rebel Press News

In a galaxy far, far away, Luke Skywalker addressed the Rebels Press as the galaxy braced for May the Fourth.

"Darth Vader has cautioned me, 'It is unwise to lower your defenses,'" he solemnly declared. "Nevertheless, here I stand!" he proclaimed defiantly. "In a vision, I glimpsed Obi-Wan Kenobi," he continued. "'Embrace the Force, especially on May the Fourth,' he counselled." "Our mission," Luke pressed on, "is to revel with lightsabers, Wookiee roars, and a rebel yell, while remaining vigilant against stray stormtroopers and unforeseen droid incursions!"

The Rebels Press Club erupted in applause, as Han Solo rose to his feet, shouting, "Let's fortify our defenses for future skirmishes! Even the Death Star had its weak points!" But the head of Rebel Defense Science and Technology retorted, "Fortify? Our resources were nearly wiped out during the Clone Wars!" Undeterred, Skywalker declared, "The Royal House of Alderaan pledges additional resources for a united resistance against Imperial tyranny." "Suppliers throughout the galaxy will receive increased funding to bolster our arsenal, from ships to weaponry to espionage tech," he declared.

And with a nod to his mentor Yoda, Skywalker imparted, "'Seek not just goods, but a shield against the darkness,' as Yoda would say." For those willing to join the Rebel Alliance Defense (Australian) Supply Chain, visit evomarketer.com for further details.

May the Force be with you. EVO Marketer #defence #technology #capability #space #maythefourth #starwars