Top 5 Marketing Dos And Don’ts


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The job of an A/E/C marketer is demanding and multi-faceted. It’s a role that requires agility, resourcefulness and the ability to think on your feet.

Despite the need to constantly adapt to meet market needs and opportunities, there are some core elements that every marketer should embrace. Maribel Castillo, director of corporate communications at T.Y. Lin International in San Francisco, recently took some time out of her busy schedule to share five dos and don’ts for a successful marketing initiative.

5 Marketing Dos

1. Hire an Expert
Firms should begin by hiring an experienced marketing professional to lead their efforts.

2. Develop a Plan (But Be Flexible)
“Always start with a plan, but be ready to change that plan,” Castillo says. “More than likely you’re going to have to change it.”

3. Secure Support
Getting buy-in from your company’s CEO or executive committee is vital, according to Castillo.

“And make sure the campaign is in alignment with your business goals,” she says.

4. Measure Your Success
Though it can be easy to overlook, Castillo stresses the importance of measuring the success of marketing campaigns. Find out what works, what doesn’t and course-correct, if necessary.

5. Believe In Yourself
Whatever you do, stay positive and maintain your dedication.

“You’re the marketer,” she says. “Stand up for what you believe in. Have a perspective and make sure that you’re able to persuade others."

5 Marketing Don'ts

Sometimes the best marketing ideas can be marred by one careless mistake. Heed the following advice to ensure your next campaign is ready for the world to see.

1. Don’t Lie
Honesty is always the best policy, according to Castillo.

“Don’t be dishonest,” she says. “Be up front and tell the truth.”

2. Don’t Copy
“Don’t do something that’s been done before,” she says. “Don’t just follow everybody else.”

3. Don’t Undervalue Your Budget
Some marketers might think a successful campaign requires lots of money, but that’s not necessarily the case.

“Don’t be challenged by a small budget,” Castillo says. “There’s a lot that can be accomplished with limited funds.”

4. Don’t Second-Guess
Castillo advises marketers to be confident and avoid the temptation to second-guess their work.

5. Don’t Go Solo
Finally, marketers should never tackle a project on their own.

“Don’t operate in a silo,” she says. “Get input from others, both inside and outside the company. I think a lot of people are afraid to ask for help, but they shouldn’t be.”

Learn more about T.Y. Lin International.