Marketing Militia!

As marketers in companies, we’ve all seen it. We’ve had the joy of non-marketers telling us how to do our jobs. We’ve had the pleasure of people in the least marketing-oriented jobs try to “do marketing”. These Sunday morning marketers tend have the best intentions. They simply want to apply a different kind of creativity and thought process. Unfortunately, they typically break branding conventions and have conflicting messages.
Slapping them down isn’t the answer. These would-be marketers really want to be part of the solution. They just are usually ill-informed. Discouraging them could alienate you, and not stop the madness. Encouraging them can also be dangerous, too. Without firm messaging and branding guidelines, controls and review cycles these rogue ‘marketers’ can do more to undermine your efforts. But, do you have the time to educate and direct these people? If you’re a typical marketer, you already have a more-than-full plate.
But, here’s the reality. You take the time, and the benefits will be multiplied. Not only will these opinionated, ill-informed crew turn around, but they will gleefully take time to help you in a more formal business capacity. Skunk works projects become main stream. As with all marketing, our goal is amplified voice. We strive for consistency, repeatability and scale. By bringing these would-be thorns in your side and re-directing them, you can create an army.
Beware, however as with any army, all the foot soldiers need to know their place on the battle field. Not everyone can operate the big guns; only two can fit in a tank. As the marketing leader, you need to ensure these new soldiers understand their role, and even more, the importance of not in leaving their position on the battlefield. Being clear and directive will be critical. And, occasionally, you may need to court-martial someone. At the same time, shower this new army with medals and public praise when things go positively.
Everyone wants to be a marketer. It appears exciting and interesting. Those of us deep in the throes of marketing know how disciplined and focused it has to be. Let’s take those “its Tuesday, so I will do marketing” team mates and immerse them in our real way of life. Either they will step up and embrace the methodology, or they’ll finally stop meddling in our world. As they say, Game On!