Chad Vavra

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I used to think it was all the same thing, but I recently read something on the subject and learned….

Marketing and Advertising are like breathing in and exhaling out.

Marketing is gathering information, listening to customers, and applying to business….. It’s the taking in of what the customer/client wants in a product.

It is breathing in.

Advertising is the PR, the promotion, and the case study…..  It’s selling the product back to the market.

It is exhaling out.

Ideally, I want to be a marketeer, it’s the less dirty/soulful side of the coin, but in reality I’m both, and always will be because I have passion for the work I do.  Insane as it sounds I realized this after reading a  totally inappropriate email from a French conglomerate executive congratulating America on their good voting choices.  In that email he said [ .... "we face touch times,....... but our passion"... ]

PASSION

Happy or sad, annoyed or thrilled, tough or good times, I have passion in what I do and because of that I’ll always end up advertising what I do….  and you know, that is what sets me apart.

So where is passion in your advertising capabilities and how often do you admit it?

I was talking to a brand team today about keeping a breadcrumb on a page so that their sales rep doesn’t have to click to see where else he can go.  Realistically the sales rep knows where else s/he can go because they do it 100 times a day and the brand team said “either way, I don’t care and by the way, your competitor didn’t do that for our other product”

..but I know, deep down, that a little redundant breadcrumb showing the user where they are, where they’ve been and can go is a tenet in interactive navigation.  I’m know that because I’m passionate about it, and I couldn’t help but make them feel it.  By the end of the 5 minute discussion I would be hard pressed to believe that a single person in the room doesn’t know why it matters, how much it helps, and has the words to convince every person who challenges it in the future. I’ll bet you money that by end of day tomorrow brand teams I have nothing to do with at the company are thinking about it.

so to end my stream of thought… Innovation was the buzzword this year. I heard and read it a million times.

Next year it’s going to be passion.  Innovation is a given when you’re working with experts, and what idiot hires anyone but an expert.  Clearly no one is paying for innovation, it’s just a way to tell an expert to share what they’re passionate about.

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