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Keynote presentation from the Forte Career Lab Conference for college students.
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G It’s no longe a
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Business is changing. Be part of it.
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Kirsten OsolindCEO – RE:INVENTION Marketing
November 13 2007November 13, 2007
The Rules Are Changing:
Headlines from th M k ti the Marketing Industry
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We are here today to talk about
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future career in marketing
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(you gotta believe it
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pp )
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But.
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What is marketing?
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How does it intersect with PR and advertising?
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A very good b k itt b
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“Agency of the Decade.”
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(his agency closed this year)
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G “M k ti i 90% t t d
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G “Marketing is 90% strategy and 10% execution. With the right name, the right target audience,
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g gthe right position and the right timing, most marketing programs are bound to work The difficult
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part is the 90%. The easy part is the 10%.”
Al Ries
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22 Immutable Laws of Marketing GuruAd Age 2005 Article
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50 / 50
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(whatever that means)
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…expanded to 7 Ps
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+ people
+ process
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+ physical evidence
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G N h th NEW 4P ?
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G Now we have the NEW 4Ps?
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1 3
P di ti
4
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2
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Personalization ParticipationPredictive Modeling
Peer-to-PeerNeworks
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Branding is Dead.XCMXLLIV
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Small is the new big!
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“Nothing about
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gmarketing is simple anymore ”
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- B.L. Ochman, Marketing
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G Marketing is the result of everything a company says
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It provides consumers with a consistent, personalized experience across the many available h l f i i
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For companies to win and keep customers they
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have to be able to interact with them on all channels.
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G CMO T R t
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G CMO Tenure Report (Source: Spencer Stuart)
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23. 3 Months
<14% of CMOs with
50% of all CMOs within
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AverageTenure
CMOs with current
company for >3 years
CMOs within 12 months of being on the
job.
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the state of
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g
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G C i i % MEN h thi k
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G Companies in BrandWeek Directory with a Woman CMO
% MEN who think women are achieving greater success in
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% WOMEN h thi k
marketing today.
% f l h
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women are achieving greater success in marketing today than
% of people who think women in marketing are more successful relative to
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g yin the past. other departments
Source: 2005 BrandWeek Survey
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considering a career in marketing?
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“A successful person is one who can lay a firm foundation with the
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her!).
- David Brink
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infinite
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G G tti THERE f HERE
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G Getting THERE from HERE.
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So many different routes…
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my life as acorporate marketing exec
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that was
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me.
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data analysis
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number crunching
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bright lights, bi b d t
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4 I l h d
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• Nationally noted and quoted marketing and PR firm.
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• 500MM impressions for Fortune 500 clients like Genworth and Vanguard Group to startups like JAJAH and Phatnoise.
• Crain's Chicago Business lists RE:INVENTION as one of Chicago's respected
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• RE:INVENTION was a 2004 Stevie Awards for Women in Business finalist and CEO Kirsten Osolind now sits on the organization’s National Board.
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and CEO Kirsten Osolind now sits on the organization s National Board.
• RE:INVENTION's 2004 "Venture Funding for Women" report - frequently referenced as an industry barometer - has been featured in Inc., BusinessWeek, multiple US Dailies.
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, p
• RE:INVENTION's blog ranks #1 out of 22MM returned results when you GOOGLE: "marketing and PR firms." And a GOOGLE Page Rank of 6.
• Advertising Age Magazine has recognized RE:INVENTION’s• Advertising Age Magazine has recognized RE:INVENTION s blog as one of the nation's top 150 marketing blogs.
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my life as a
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g g y
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“Nothing happens until you sell
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just activity and
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j yno results.”
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to summarize…
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Corporate America?
Agency Life?
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some good, some bad to both.
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so.
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let’s talk career prep.
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College Courses:
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• Quantitative/qualitative research
• Production/design
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• Consumer behavior
• Marketing and communications
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• Anthropology/sociology/psychology
• Social change methods
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• Accounting/financial analysis
• Statistics
• Program planning
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internships = good
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~ 30%
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can’t hurt
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contacts!
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credentials!
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teaches you how to keep score!
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the system of accounting provides the rules for keeping score.”
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more important =
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real world 101
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healthy dose of curiosity, creativity and
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awareness about the external
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ili fi t j b
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once you get that first gig?
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By William Aruda and Kirsten Dixon.
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• Stand out/stand for something
B b
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• Forget the ladder – it’s a ramp
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• Build your personal brand
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k t d
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you success
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