Passing the marketing interview

BIG is recruiting now so I thought I’d share some road stories and my perspectives on how to interview for a job in marketing.

Interviewer: What interests you about marketing?
FAIL	Well…it’s just really fun, and I think it’s creative, and I like how you get to tell companies what they should do to talk to their customers.
PASS	Well…I’m interested in marketing because frankly I can’t go one minute without dissecting an ad or critically analyzing a commercial. I am more than just passionate about marketing, it’s something I need to do to survive. I am stirred by how dynamic and rapidly changing marketing best practices can be. For example, did you know how quickly SEO rules can change from season to season depending on the guiding perception of what e-marketers think Google is recommending? I guess what interests me about marketing is the fact that it is as much a science as it is an art – in addition to the fact that it’s fun, creative, and influential!

Interviewer: Tell me about how you as a consumer react to marketing
FAIL	Well…I don’t really pay attention to marketing that much as a consumer so usually when I’m in the stores I just look for something I want to buy and that’s it. Yeah, I’m kinda picky that way. I mean, there’s not really one message that speaks to me other than if, you know, they gave away free stuff.
PASS	Well…I’m constantly filtering marketing because as a consumer, I know I’m bombarded with ads and messages. The techniques that work best for me include (direct house list email/behavior optimized banner ads/innovative street wrapping/in-store shelf call outs) because as a student, I am looking for products that offer me both value and have a unique appeal. I would say that I am actually very influenced by marketing messages as a consumer, whether or not I realize it!

Interviewer: What do you see as your areas of improvement?
FAIL	Well…people say that I’m a perfectionist and that I can be too demanding when a project needs to be completed.
PASS	I recognize that there are areas in my skill set that I need to work to develop. Quite honestly, without setting a project plan for myself, I can sometimes be too detail-oriented and might miss the bigger picture. Additionally, I have been told that I am a strong ‘implementer’ in a team, but that I should participate more in team brainstorming to develop my idea-generation skills.

Interviewer: How do you stay informed about marketing?
FAIL	Um…
PASS	I read Seth Godin’s blog; I watch American Idol; I watch the Super Bowl; I read all the junk mail that comes to my house; I read Marketing Magazine; I follow any recent developments by my favourite brands like Apple, Pillsbury, and Porter Airlines; I follow the Clios, Cassies, and Cannes Lion awards; and I actually go and meet with friends of mine who have found jobs at agencies and in the marketing departments of clients. I guess those are the things that come to mind first!

Interviewer: What is a memorable marketing campaign that you have seen recently?
FAIL	Well…I can’t really think of one…I guess I like the Telus ads because of the cute animals. Oh, and I like the Apple vs. PC commercials because they’re funny.
PASS	Well…a campaign that was memorable for me probably wasn’t very public – likely because it went out to targeted prospects – but it was an email from the LCBO. It advertised a limited offer on a set of wines that I really liked. I figure that the LCBO knew that I was among a group of prospects with a high likelihood to respond because they can see my shopping cart history and demographics because I use my Air Miles card whenever I shop at the LCBO. It was memorable for me because it perfectly demonstrates relevance in marketing which I recognize as becoming an important criteria for effectiveness these days

Interviewer: Do you like the Dove Campaign for Real Beauty?
FAIL	Yes
PASS	No

The MuchMusic Video Awards are being shown live on Sunday night (June 15) at 9pm. I highly recommend anyone who calls themselves a ‘youth marketer’ should watch, it promises to be “the Super Bowl for Canadian youth”.