Strategic Marketing Blog

Tales of a Shadowing Experience: Day 2

As part of my senior project at Skoda Minotti, I am writing a daily blog that summarizes my activities each day at the firm and includes my insights and learnings about the field of marketing.

Communication – a seemingly simple 13-letter word that means so much more than what it appears to mean on the surface. In simple terms, communication can be described as talking, emailing, writing or reading. But for a professional marketer, communication is one of the most important skills they can have. In many ways, marketers are professional communicators. If you as a marketer write well, and speak clearly and powerfully, then your communication skills can help you build good relationships with clients, businesses and consumers. However, if you make mistakes in your writing, or you don’t speak clearly and effectively, then people could assume that you are a poor communicator, and that can adversely affect your firm and its clients.

For my second day at Skoda Minotti, I met with four outstanding employees, all of whom explained different ways in which communication plays an extremely important role in what they do.

10:00 a.m.

My first meeting of the day started with the partner in charge of Strategic Marketing, Jonathan Ebenstein. Today’s meeting was much different than the one I had yesterday with Jonathan where he gave me an overview of the Agency. Today, Jonathan talked about his career path that led him to where he is today at Skoda Minotti. It proved to be a very interesting journey that had many defining moments. Each one of these moments, over time, was leveraged to secure his next career opportunity, eventually leading Jonathan down the path to becoming the marketing professional he is today.  What was most interesting is his entire career can be pinpointed to a decision he made his freshman year at Ohio State University when he decided to replace a cancelled health class with a communications class. The rest, as they say, is history. Mr. Ebenstein made a good point about how communication is key in marketing: “Successful marketing hinges on your ability to effectively communicate the right message to the right audience using the right communication tactics.” He also added that doing so requires the ability to write and verbally communicate at the highest level.

11:00 a.m.

My second meeting of the day was with Director of Marketing, Cary Chaitoff. What I learned from Cary is how important it is to communicate consistently with clients and companies. You want to build a strong relationship with people, and this is accomplished by having good communication skills—whether you communicate through email, phone calls or in person. A strong relationship with a company or client can benefit you, and good communication plays a crucial role.

1:00 p.m.

After lunch, I sat down with Creative Director, Andy Taucher. Andy has a big role at the agency—he advises Skoda Minotti’s clients on all things creative, which includes the design and development of clients’ websites. My conversation with Andy showed me how important communication can be during the website design process. Andy has to communicate clearly when speaking to his clients, because needs to be 100 percent sure that he has every detail of a client’s website spot on and exactly the way the client wants it. His ability to communicate clearly with clients is a big part of what enables him to meet, and hopefully exceed, their expectations.

2:00 p.m.

My last meeting of the day was with Alyson Kallmeyer. Alyson has many roles which include traffic management of all projects within the agency, working with print production vendors, and advising clients on how best to achieve their marketing goals and objectives. Given her many roles, her communication must always be effective. She explained that in all of her roles, information must flow in an orderly manner to ensure that everyone is getting their work done on time and correctly.

3:00 p.m.

Now that the day has ended, I have some time to reflect on my experience and fully analyze the information I’ve taken in. My conclusion: Communication is without a doubt one of the most important skills in a marketing professional’s toolkit.

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