Shameless Self-promotion for Dummies in the Catalog Industry, Part 2
Seems my office Internet connection has been down for the past week while all of the cable wiring is replaced. Due to this, I had to postpone my last bit of research on the LinkedIn network and owe you a review next week.
Self-promotion Cuts Both Ways: A Cautionary Tale
Last week, I told you about a self-promotion effort that worked well for me. To continue the conversation regarding self-promotion, this week I must present a warnig. Awhile back, I received a call from a headhunter regarding a chief marketing position with a local company here in South Florida. The position sounded different and intriguing, so I applied, took the interview and did the usual post-interview follow-up.
The position was in a completely different market segment than I usually work in, and I knew I had to set myself apart from the competition if were to get hired. The president also told me a decision was going to be made relatively quickly and I was among the first candidates to be interviewed.
Based on this, my objective was twofold:
1. Differentiate myself from my competition; and
2. Keep myself in the forefront as a candidate while others were being interviewed.
To accomplish this, I created a series of postcards designed to be delivered at specific intervals over a week’s period.
Below are the actual postcards, each 6 inches x 11 inches in size. Each message was targeted to bolster a point discussed (and highlighted again in my follow-up “thank you” e-mail) in my interview — the points being new program/channel development and analytics.
The tone of the postcards deliberately was tongue-in-cheek, as I wanted to convey humor and create imagery with stopping power. I had these neat pictures of me snorkeling in Turks and Caicos and riding an ATV in the red Utah desert (see images below); a very nice contrast of images to make my points.