About three years ago, I was working with a sister organization who wanted to co-market 1394 with the 1394TA. They wanted to run an ad in the CES Show Daily to build traffic to their booth. I introduced them to one of the most creative people I know to help them create an ad that would "pop." If they were going to entice people to leave the Sony, Panasonic, and Samsung booths to see their demo, the ad would need to grab attention and create curiosity.
It was at that moment that I had an epiphany. One reason why engineers make such mediocre marketers is because they are looking for the “correct” solution. The solution cannot be one that just feels right. It cannot be something that you just know is right but cannot explain why it is right. That “correct” solution must be the one that everyone else is doing. That is the criteria by which print ads are so often measured.
James Snider is a Global Marketing professional, responsible for developing the 3.4 billion dollar 1394/FireWire market. James spent 16 years in marketing with 7 years working at "for profit" companies, 8 years as executive director of a non-profit and the past year as an independent global business development consultant. www.linkedin.com/in/jamessnider