Just what does marketing and popular schoolgirls have in common? Everything. Everyone wants to be like them, do fun things with them, act like them and be in the ‘in crowd’. Wanting to be in marketing and wanting to be the most popular girl can be virtually interchangeable. Seriously, marketing is a fundamental business element that can really add value to a company’s success. With the right marketing strategy, a plan that encourages a mixed media focus, a budget and the right person seated in the marketing chair, marketing can be the difference between ho hum results and genuine success. Hence, this is where the problems begin. Just as most of us are not cut out to be the popular girl, many people are not cut out for the reality of marketing. Not everyone can be good at marketing and getting the wrong person can have devastating effects on your brand. Many people fail to understand that marketing isn’t about going to lunches and being the office ‘favourite’. Go to any company and you can just hear the way the people in Accounts hiss about the marketing staff, ‘there they go again, out to lunch’. Marketing just seems to be all parties, parties, parties and in reality that is not the case. Another ‘mythconception’ is that marketing is about ordering magnets, taking out ads in newspapers, spending money on tee shirts and caps or organising drinks and nibbles events. This is not marketing. It doesn’t even scratch the surface of the real marketing function. Marketing is about strategy, planning, research, products, brand management, communications, campaigns, collateral and above all, results and accountability. Despite how it may appear to some, engineering successful marketing is not easy and it isn’t about how pretty you are. Another reason for marketing’s popularity is mainly due to other business functions being so dry and boring. At the Careers Fair does the most popular girl want to be an accountant? A secretary? Noooo. Why? Because it’s boring. And remember, marketing is just so fun, fun, fun! The problem is we can’t all be in the marketing department, aside there being no room, other functions need doing – like sales. Without any sales there would be no marketing and no business at all in reality. Just as the majority of us need to accept we won’t ever be the most popular girl in school, we need to accept our business skill set limitations. It’s best to realise and accept that we might not be so good at marketing, but we are great at sales and capitalise on that. Instead, look for a professional marketer who IS great at marketing and can really make a difference to your business. Marketing outsourcing and consulting is a growing trend both here and overseas and it makes sense to use a skilled, experienced professional to build and manage your brand. And just like realising you won’t be the most popular girl in school, you get over it and spend your time capitalising a business strength you are good at – and usually succeed 