Advice for the Product Marketing Manager

As a product marketing manager, it's your job to find the best deals on imprinted promotional products for trade show giveaways that will make your boss happy, but also to provide keen insight on how to drive sales more effectively. Your primary objective is to create awareness and demand. Advertising promotional products is a factor in any sound marketing operation, but your whole plan could still be a flop if not executed intelligently. When you're running an effective marketing strategy, you'll likely be asking yourself several questions: What products will be offered? Who is the target market? How will the products reach the target market? What distinctive attributes does our product provide over the competition?

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!

Keeping team morale up is important when you're working as a product marketing manager. Remember that while you may get paid the big bucks, your staff is working just as hard and getting paid less. Of course they have less responsibility, but there are some little things that you can do to keep your people happy and working at 110%. Coming in and showing you're not afraid to "get your hands dirty" goes a long way in garnering employee respect.

You may give them some corporate apparel as a complimentary gift, or bring in coffee and donuts one day as a surprise. Many managers will offer their team cash incentives for productivity, which is always a good idea if it's in your budget! If your team meets their quota early in the event, then sometimes letting them leave early is much appreciated. Remember that your #1 priority is keeping the client happy, but also remember that your staff reflects upon you and all of your work, so their happiness should be of utmost importance too.

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