With my background in merchandising and promotion, I can go fundamentally anywhere I want to in the industry. I have worked on market research merchandising, viral marketing, guerrilla marketing - you name it, I have done it. The one thing that has continuously held me back is that I'm not a team player. I am extremely independent and driven, but I don't tend to use my capabilities for leading. You see, I'd rather not have to work together with other individuals. I know what a project needs intuitively, and I can normally get it done best without outside help.

With some of the businesses that I worked at, this held me back. Working as a merchandising consultant, however, it has become an asset. You see, with niche marketing consulting, people wish to see that you possess a driven, self-directed attitude. A niche marketing consultant is a kind of professional. You are supposed to come into the company, listen to their concerns, and formulate a merchandising technique custom altered to their needs. People don't want to see you hem and haw continually, waiting for feedback from assorted committees - they wish to see you think up a decisive plan of action. Then, it is up to the company to implement it or to try their own strategy. Either way, at that time your job is done.

Of course, there are many niche marketing advisor agencies that work in a more structured way than I do. Many of these consulting companies have greater brand awareness, and so can draw in some big accounts that don't notice me. Nonetheless, I do very well as a freelance merchandising advisor. You see, when you're working with a business advisor, it isn't the company that they come from that matters, but the consultant him or herself. Now and again the very fact that I am able to run the business on my own without the backing of a marketing firm actually attracts customers. They want somebody self-motivated, directed, and decisive. That is precisely who I'm.

Of course, merchandising consultants vary greatly in their approaches. Some of them are very careful, driven by all of the scientific info they can get their hands on. Other ones are impulsive, trusting their gut instincts above all else. Although I tend toward the latter approach, my goal has always been to combine the two. It is never a great idea to ignore facts that you can use, but it is also imperative to trust your own instincts.

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With my background in merchandising and advertising, I can go basically anywhere I want to in the industry. I have worked on market research merchandising, viral merchandising, guerrilla merchandising - you name it, I have done it.

The Principles Of Merchandising - Not Always The Same As The Ideals Of Promotion
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