Marketing, it can’t be tricky…
As the Marketing Academy mentor lessons gather pace, I was involved in an excellent hour session with Sarah Warby, Marketing Director at Sainsbury’s and found plenty of insight and jewels of ‘marketing moto’s’ that I can re-use again and again (thanks, Sarah!).
One key learning was the habit to face every challenge head-on and not to worry about not being able to achieve it. Sarah (she will say this herself) often uses ‘it can’t be tricky’, when faced with a new problem or challenging facing her.
Although my love for a good brainstorm seemed to have been chucked into the cold, Sarah appreciates ‘Greenhouse Thinking’ rather than the motion of farting ideas for the sake of it. ‘Re-framing’ a problem rather than searching for the solution should be key. ‘Brainstorming is dead’ was tough to hear, but in the social business world, the ‘Greenhouse’ approach certainly has its merits.
Have views and perceptions before wasting time with naff ideas that wouldn’t lead anywhere.
Then when others in the room have had their say, drop in the eloquent, but perfectly delivered: “What about the Real People?” Basically your customers. They should be the begin all and end all. Parts of the business won’t get this.
Each business challenge should be approached like an exam question and then you as a marketer, and a business, need to decide how you would be answering it. There’s not always a ‘one answer fits all’ approach to dealing with any issues, but getting the right framework is key and then everyone can get on board.
Social media is a powerful medium in the board room, too, with it taking presidency over other typical research methods. It’s quick and easy to get understanding of what ‘real people’ want and what they need, so use it as an advantage to have that conversation.
If you can do that, and show your personality and be tactful with it, you can have a credible voice in the boardroom.
With our conversation covering both my own purpose and broader subjects like the word ‘innovation’ – where Sarah shared some great experiences – and thinking around sponsorships, the value of being a part of the Marketing Academy is worth its weight in gold into understanding what future career moves to make and how to become a solid and an inspiring leader.
Sarah has already made an influence on my thinking and understanding.
Yet, another great mentor meeting.
You can also read this blog by Steven Woodgate here
