Product Marketing Manager – Useful Tips
Whether you are hired to promote a big business or a small business, promotional marketing products are the key to establishing a connection with your target market. With so much competition, marketing is more than just having “the best.” Today, you need to gain leverage over your competition by creating a brand image that showcases your products and services, while effectively reaching the target market. A product marketing manager must always have the “4 P’s” in mind: Product, Pricing, Place and Promotion.
There are several common pitfalls to avoid when working as a marketing manager. First of all, never lose sight of the customer! Always keep in mind the titles, frustrations, goals and needs of your target markets. Get out into the field and do your research. Ask your best customers what they like best and what they’d like to see in the future. How did they feel about the corporate apparel at this year’s trade show? Would they have preferred imprinted pens or stress relievers? Did they like the new flavors added to your promotional food products this year? Or is there some unfulfilled need? This information is more valuable than short-sighted sales because it could lead to long-term profits and sustainability!
Secondly, migrate outside your comfort zone! As a marketing manager, you’re always wearing many hats and juggling multiple responsibilities. Try not to avoid one particular area because you feel less confident there; instead, work to overcome your weaknesses. For instance, if you dislike trade show giveaways, then don’t give that job to an intern. Rather, visit several trade shows as a sort of “spy,” taking notes on the best and worst promotional marketing products and strategies you see. Read articles about new marketing strategies or call a brainstorming meeting to help engage you in this area.
Another problem for the new product marketing manager is balancing responsibilities. There’s your immediate superior, the client, your target market and your promotional staff. It can be easy to lose sight of who you’re really working for. First and foremost, you have dedicated your life to the client. They are the ones paying you and entrusting you with their life’s work. Secondly, you should be working for yourself. Find ways to keep your energy and spirits up. Learn new things and don’t slack off in other areas of your life, like exercise and nutrition. If you’re unhappy, it will affect your work!
It’s the creativity that keeps many a product marketing manager functioning, so never lose sight of that. Planning exciting events and reinventing your branding concepts can be an extremely rewarding part of your job. It will take a lot of office work in the beginning as you search for the ideal advertising promotional products and promotion locations, but when you see the promotional rep/target market interaction and get the client’s positive feedback, all your efforts will be worthwhile. Be sure to take pictures at that big event!
By Business Editor
