Years ago I consulted to an extremely successful specialty printer. I was engaged to assist in international expansion. In a lighter moment, over some libations, the CEO shared a personal observation and irritation. “Why does everyone want to go into marketing?” he brusquely asked. Before I could answer he continued on stating there were great careers to be had in production, distribution and new product development.
My response was marketing appears to many as ‘sexy’. It has the reputation as the fun aspect of business. It encompasses advertising with its alluring mystique and Don Draper cool factor. Marketing gets the high profile assignments. At least this is what people tend to think and it is what I subscribed to for a time.
I soon learned that marketing has very unsexy aspects. I personally loathe tradeshows. They do not get you much but you get punished if you do not show up. I continue to question the value of traditional public relations. Who reads press releases except other P.R. professionals and old school media? Maintaining databases seems very uncool but it is critical. Writing and defending copy is a daily event. The company holiday card takes six months to complete and is completely frustrating. Not all marketing is sexy, at least at face value.