With my background in marketing and promotion, I can go basically anyplace I wish to in the industry. I have worked on market research merchandising, viral marketing, guerrilla merchandising - you name it, I have done it. The only thing that has continually held me back is that I am not a team player. I am incredibly independent and driven, but I do not tend to use my skills for leading. You see, I'd rather not have to work together with other people. I know what a project needs intuitively, and I can normally get it done best sans outside help.
With some of the businesses that I worked with, this held me back. Working as a marketing advisor, however, it has become an asset. You see, with niche marketing consulting, people wish to see that you have a driven, self-directed attitude. A niche marketing guide is a kind of specialist. You are supposed to come in to the business, listen to their issues, and formulate a merchandising technique custom tailored to their needs. People don't want to see you hem and haw continually, waiting for feedback from diverse committees - they wish to see you come up with a decisive action plan. Then, it is up to the business to implement it or to try their own strategy. Either way, at that point your job is done.
Of course, there are many niche marketing advisor organizations that work in a more structured way than I do. Many of these consulting firms have greater brand recognition, and so can pull in some big accounts that don't notice me. Nonetheless, I do quite well as a freelance merchandising advisor. You see, when you are working with a business advisor, it is not the company that they come from that is important, but the advisor him or herself. Sometimes the very fact that I am able to run the business by myself without the help of a marketing firm actually attracts clients. They want somebody self-motivated, directed, and decisive. That's exactly who I am.
Of course, merchandising consultants vary significantly in their methods. Some of them are very careful, driven by all of the scientific information they can get their hands on. Other ones are impulsive, trusting their gut instincts above all else. Even though I tend towards the latter approach, my goal has forever been to combine the two. It is never a great idea to ignore info that you can use, but it is also imperative to trust your own instincts.
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With my background in merchandising and advertising, I can go basically anywhere I want to in the industry. I have worked on market research merchandising, viral merchandising, guerrilla merchandising - you name it, I have done it.
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