What a Director Brand Marketing at The GoodFor Company Wishes They Had Known Before Entering the Marketing Industry
Lauren, a Director of Brand Marketing, learned that campaign success is unpredictable; sometimes, despite thorough planning, a campaign "just flops," while unexpected, low-effort content can unexpectedly resonate. The key is to understand one's core audience and not blindly follow trends from other brands.
Resilience, Overcoming Challenges, Industry Realities, Unpredictability, Trend Analysis
Advizer Information
Name
Job Title
Company
Undergrad
Grad Programs
Majors
Industries
Job Functions
Traits
Lauren Melzer
Director Brand Marketing
The GoodFor Company
University of Arizona 2014
N/A
Psychology
Advertising, Communications & Marketing
Communication and Marketing
Honors Student, Scholarship Recipient, Took Out Loans, Greek Life Member
Video Highlights
1. Sometimes marketing campaigns fail for unknown reasons; keep trying new things.
2. Success is unpredictable; focus on understanding your core audience.
3. Don't be afraid to experiment; unexpected content can sometimes perform exceptionally well.
Transcript
What have you learned about this role that you wish someone had told you before you entered the industry?
I wish someone had told me that sometimes things just don't work, and there's no specific reason. We'll spend a month storyboarding and creating a bunch of video assets, with a whole campaign ready that's really on-brand. Then it just flops, and you don't know why.
There isn't a specific takeaway; it just isn't going to work, and that's okay. Everything you try isn't going to work, but you have to keep trying. Things that you're really proud of are most of the time the things that aren't going to hit.
That doesn't really make sense. It's going to be that one meme you post off the cuff one day that gets a hundred thousand views, and you're like, "What is going on?" So, things can be unpredictable. It's about catching on to certain themes or trends within your own core audience, not necessarily what's working for other brands.