As I wrap up my final semester with rAVe and finish out college, I’ve been reflecting on what marketing lessons have stuck with me. Over the past four years, I’ve completed over 120 credit hours toward a marketing degree, worked with rAVe and held two leadership positions in Women in Business at NC State. I’ve absorbed a lot of information, but one thing has consistently stuck with me throughout my experiences. My communication is more effective now that I know when and how to remove myself from it.
My most applicable classes were consumer behavior, marketing research and brand and product management. Each one has reinforced a simple idea that my professor engrained in us –you are NOT the target customer. Working at rAVe has reinforced that. As a broke college student, I am certainly not purchasing or integrating large-scale audio and visual technology. However, I’m responsible for crafting messages that reach people who are. It took time to learn how to approach this industry with the right tone and voice and to pick up on the kind of language and details this industry expects. Looking ahead to my career, I realize this will likely be the case more often than not.
The differences between you and your audience do not make you less qualified. If anything, it’s what makes marketing an actual skill. Our role is to understand the brand and audience and build something that connects the two. That means developing an authentic brand voice while also resonating with the right audience. This skill isn’t crafting something you personally like, it’s applying knowledge about strategy and behavior to create something for your target audience.
Every decision should reflect that idea. Is this something my audience cares about? Is this the right way to reach them? Is this how they would actually use the product? These questions matter far more than your personal views.
This is also where marketing research becomes necessary. Your audience is not always who you think it is. Relying on assumptions to guide your strategy can lead to ineffective messaging and missed opportunities. Taking the time to pinpoint your audience and understand their needs and expectations allows you to create work that actually resonates with them.
With that being said, removing yourself from the work does not mean removing your creativity and personal style, it’s about learning to use it in a way that matches the brand and audience.
As graduation knocks on my door, there is one thing that I will carry with me into every new role. I am NOT the target customer. Before developing a strategy and jumping into a project, I need to define the target audience and understand how to effectively reach them. I believe it is this mindset shift that transforms good ideas into effective marketing.