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# Marketing question

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Current Student
Joined: 26 May 2009
Posts: 685
Schools: Ross 2012
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02 Jul 2010, 06:56
I'm currently doing a marketing internship for the summer. This is the very first marketing job I've ever had, but I'm heading to b-school this fall to transition from engineering to GM/marketing. So right now I'm developing some technical PR material for a new product. I'm a little confused about the writing style that I should take. In the first draft, I tried to stay away from my technical tendencies (as an engineer) and put in quite a few words that imply qualitative judgment. So my project sponsors/mentors reviewed it, and basically I need to take out all those words that suggest a qualitative judgment, like "powerful," "efficient," etc. I thought in marketing, we're supposed to market how good the product is and things like that. Is my understanding incorrect? Or maybe it's just the company culture that leans towards the technical/factual side of things? Thanks in advance.
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VP
Joined: 09 Dec 2008
Posts: 1221
Schools: Kellogg Class of 2011
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06 Jul 2010, 03:42
It depends on the industry and company norms. Certainly the job of creating advertising/PR is to sell products, but you also don't want to create anything that states (or implies) qualities that your product doesn't have, or makes subjective claims that different people may interpret differently. Certain words - even words that seem to be common usage - carry implications and restrictions. Eg. for how long can you claim a new product is "new", what do you have to do to say it's "improved", what is "low fat" vs. "non fat" vs "light"...

I'm not familiar enough with tech marketing or your product to say why specifically you can't say the words you mention, but I suspect this is the reason why. So - how powerful is powerful? As powerful as a AAA battery? It's efficient? Based on what scale? How do you know it's efficient? Etc.
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Joined: 13 Apr 2010
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Schools: HEC Paris
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06 Jul 2010, 05:40
the key is think of who your audience is. your PRs are probably going into trade magazines to be read by engineers and technical buyers, who would want more specs and less flowery language.
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Current Student
Joined: 26 May 2009
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Schools: Ross 2012
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Kudos [?]: 35 [0], given: 4

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06 Jul 2010, 05:44
Thank you for the replies. I did have one other question. After one month doing marketing, I've discovered that nobody likes us marketers for some reason. Development doesn't like us, because they don't like to be told what to develop; sales doesn't like us, because they don't like to be told how to sell the products. Does anyone like us poor marketing folks?
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Joined: 13 Apr 2010
Posts: 37
Location: France
Schools: HEC Paris
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Kudos [?]: 7 [0], given: 2

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06 Jul 2010, 06:44
we like each other, haha.

as a marketer, you should try to market yourself. make it seem like all you're doing is trying to help them help themselves. when i do ads, i sometimes try to talk to sales and get their input on what the customers are looking for and what specifications to emphasize.

i admit i do bribe a little. when vendors come in with cupcakes and candy, i share with the other departments.
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Re: Marketing question   [#permalink] 06 Jul 2010, 06:44
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