This is part of a longer series about in-person marketing and the various tactics.
We thought we’d give you a quick rundown of how our Vertical Marketing System is actually administered. You’ll be assigned a company to work for, and given a list of your job responsibilities. You’ll also be asked to write a short description of what the job entails, along with a list of what you do and what you don’t.
Before I could begin, I was asked to write a short description of the work I was asked to do. I gave my job description a brief overview and a few bullet points. Then I was asked to write a list of what they didnt like about my job description. It was pretty much the same thing over and over again, as they were all pretty similar.
We’ve all had jobs where our job description is pretty much the exact same as everyone else’s except for the little stuff that makes the job unique. As a manager, your job description is your set of rules for your staff. What should you do about things that are not the same as everyone else? These are the kinds of things that can be different for each department, so you need to be prepared to change things from department to department.
The thing is, vertical marketing is a lot like a vertical shopping mall. In a vertical shopping mall, each department has its own policies and procedures. And in a vertical marketing system, each department has the same policies and procedures, but they aren’t enforced consistently. So if you have staff in different departments, they might be working with different people, they might be working at different time of the day, they might be working on different projects. All of that stuff matters.
You want to get all of the stuff in one department, so you break it down into what it’s meant to be, and what it’s not meant to do. So that means you need to provide clear policies and procedures. That means you need an administration system. That means you need to be able to enforce all of that. The problems with this are two-fold. First, the way you do it depends on the culture of the department in question.
If you’re selling cars, you have to provide an automated way for people to take your car for a test drive. That doesn’t mean you have to make the entire process be about driving it — just that it’s the main thing you focus on.
The problem with systems that are not automatable is that there are a lot of things that you will miss that the guy from your department cant. In other words, a company cant make a system that is flexible enough to satisfy everyone and keep the whole thing working simultaneously. It just ends up being a bunch of people looking at the same thing at the same time and not being able to get it all together.
The problem is that the only way to make automatable systems is to make the entire process automated. In other words, your system is only as good as the person who is going to be using it. The best way to make a system flexible is to let the people who will be using the system decide what to do with it. Otherwise, the system tends to become a bunch of separate pieces that are difficult to work with and don’t really help you get anything done.
Vertical marketing systems are a very popular solution to getting your message in front of people who dont have the time or resources to read and digest your material. The problem is that the only people who use vertical marketing systems at all are marketers. There is no real way to make it easy for your readers to be part of the process, thus making the system as flexible as possible.