Traditional Marketing

Frequently, I come across a job posting stating the term "traditional marketing." What does this mean? Really, I want to know.

I always though the goal of marketing was to be non-traditional. To create products and campaigns that were innovative and creative. It seems to me this is one of the core problems with the industry today.

Most of us have heard the definition of stupidity – Doing the same thing the same way and expecting different results.

Isn't this what you will get, if you seek traditional marketers?

Here's an example:
Several years ago, I took the General Motors employment assessment tests, prior to a marketing position interview. These exams took a little less than two hours to complete. I must have failed miserably, because I was instructed not to reapply for 12 months.

After speaking and reviewing the questions with a couple friends working at GM, these test are better defined as "clone" tests and squelch independent thinkers. They ensure people fit the GM mold. Just think about it, for over a decade GM built cars no one wanted.

Look at GM now. It begs the questions, "Is this the result of traditional marketing?"

I say, hire the people who flunked the tests.

Hire the Best

The economic situation is quite understated. Reports indicate a national average unemployment rate of 9.1%. Michigan leads the country with 14.1%. What the numbers don't include are those no longer on unemployment or other indicators. The real rate is closer to 25-30% or close to one-out-of-three or four people are not working. I'm sure you know someone unemployed, if not yourself.

What does this mean to the marketing/advertising industry? There are great people available to hire. Not good, but great people. I can't believe hiring managers still use the term, "over-qualified". Unless you're skirting the law and using this term to invoke age discrimination (shame on you), the word "qualified" is inside this term.

My definition of over-qualified, is getting more than you deserve. A candidate that can deliver above expectations and provide skills beyond the job description – bonus for you.

If you are age discriminating (shame on you), think again. These are seasoned professionals, who can help grow your company and you. It's a win-win situation. You can mentor your specific expertise back to them, too.

Look through those résumés again, now.