Personal marketing and communications

5 Feb

Although we think of marketing communications as mostly printed and electronic promotional pieces, there is one part of the communication process that is completely personal–you. Most of us represent our companies or even ourselves, if we are looking for a job or a project. We may have nice business cards but what else are we doing to market ourselves? Yesterday, I attended a networking/educational event where I saw Kate Perrin, a fabulous networker and business person. We discussed (among other things like the Daschle debacle) how people present themselves.  This area, which I consider personal marketing, is rarely addressed but it is crucial nonetheless.

Why is your personal presentation a part of marketing? Simply,  because  all marketing is about perception, and how we look (how we are dressed, our body language, our demeanor in general) determines the perception others have of us. If I show up to an interview in sloppy clothes, doesn’t it seem that I didn’t put any effort in and that I really don’t care what people think? Similarly, if I go to a business  event where everyone is wearing “business attire” and I am wearing flip-flops and shorts, don’t I look out of place? Creative people generally dress creatively and corporate people also tend to dress in corporate attire. There is a reason for this–they are branding themselves.  This extends to business  cards as well. A lawyer probably will hand you a linen embossed card and a designer might give you a colorful one.

A few months ago, I attended a networking event. The woman in charge was a business owner, and had a direct marketing firm. She talked about email campaigns and such. However, I was distracted from her message because she was dressed in a suit circa 1985, and had  unstyled long hair. She was clearly stuck in an earlier era, so my impression of her was that in no way could she conduct a 21st Century direct marketing campaign.

Of  course not everyone should be cookie-cutter, dressed in navy blue suit and showing no hint of personal style. But there are some generalities about personal marketing:

  • Clothing style reflects your brand–what do you want your brand to be?
  • Sloppiness never looks professional
  • Business cards are part of your  personal marketing package
  • Your handshake speaks volumes about you
  • A smile goes a long way
Advertisements

2 Responses to “Personal marketing and communications”

  1. Kate Perrin February 5, 2009 at 5:40 pm #

    Great points. One thing I’ve been pointing out to people lately is the business card as part of the marketing package. Too few actually say what you (or your company) do. When someone looks at it a month later the name of the company or the freelancer means nothing unless there is also a statement of what you provide.

  2. Jennifer Cohen February 6, 2009 at 10:18 am #

    I whole-heartedly agree. My company doesn’t take this very seriously- since we’re all contractors working on-site, the business cards we are given have no real personal information about us, or useful information about the company- just phone/fax for the corporate office, and our corporate emails that we never use. I think I need to make some comments about this to our corporate business development folks, since this is not a winning combo!

    Meanwhile, you do bring up a good point that I should have my own business cards for my non-professional work, if I ever want to get that off the ground. Nice topical post!

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: