Specialized Marketing Guide - A Great Career For Someone With Merchandising And Advertising Familiarity


With my background in marketing and advertising, I can go basically anyplace I want to in the industry. I have worked on market research merchandising, viral merchandising, guerrilla marketing - you name it, I have done it. The only thing that has continuously held me back is that I am not a team player. I'm incredibly independent and driven, but I do not tend to use my capabilities for leading. You see, I'd rather not have to work with other individuals. I know what a project needs intuitively, and I can normally get it done best sans outside help.

With some of the companies that I worked with, this held me back. Working as a marketing consultant, however, it has become an asset. You see, with niche marketing consulting, people want to see that you possess a driven, self-directed attitude. A niche marketing guide is a kind of specialist. You are meant to come in to the business, listen to their concerns, and formulate a merchandising strategy custom altered to their needs. People don't want to see you hem and haw continually, waiting for feedback from diverse committees - they want to see you come up with a decisive action plan. Then, it is up to the company to implement it or to try their own strategy. Either way, by that time your job is done.

Of course, there are many niche marketing advisor organizations that work in a more corporate way than I do. Many of these consulting firms have greater brand recognition, and so can draw in some big accounts that don't notice me. Nevertheless, I do very well as a freelance merchandising advisor. You see, when you are working with a business consultant, it is not the company that they come from that is important, but the consultant him or herself. Now and again the very fact that I'm able to run the business on my own without the help of a marketing firm actually attracts clients. They want someone self-motivated, directed, and decisive. That's exactly who I'm.

Of course, merchandising consultants differ considerably in their methods. Some of them are very careful, driven by all of the scientific facts they can get their hands on. Other ones are impulsive, believing their gut instincts above all else. Even though I tend towards the latter approach, my goal has always been to combine the two. It is never a good idea to ignore facts that you can use, but it is also imperative to trust your own instincts.

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