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VEN FOR MARKETERS at the peaks of
their careers, creating campaigns aimed at
fellow marketing professionals can bring
on extreme bouts of performance anxiety. It’s as if you
were cooking dinner for a Michelin-starred chef or per-
forming a monologue for Meryl Streep—when some-
one who knows how the “sausage gets made” is
watching, it’s much more nerve-racking to try and
impress them. And their opinion of your work counts
for so much more.
“Much like psychologists have a hard time not ana-
lyzing their friends, marketers have a hard time not
breaking down external marketing into pieces,” says
Matthew Iscoe, marketing manager for Smithtown, New
York-based Thriving Firm, which provides services for
accounting professionals.
Whether it’s a self-promotion for your distributor-
ship or work for a client who needs to attract other
marketers to their product or service, marketers-turned-
advertising targets often place more confidence in, and
therefore are more likely to buy from, those who
understand the value of marketing, says Paul Entin,
owner at epr Marketing, a Bloomsbury, New Jersey-
based agency.
PPB
surveyed marketing professionals to learn the
difference between a campaign that gets tossed into
their reject pile and one that succeeds in convincing
them to buy. What we learned is a mix of things you
PROMOTIONS
The Upside Of Peer Pressure
E
JANUARY 2015 •
PPB
• 79
THINK
DESIGNING CAMPAIGNS FOR FELLOW MARKETERS HELPS DRIVE ACHIEVEMENT
AND QUALITY.
BY TAMA UNDERWOOD