The Industry Experience Myth

“But do you have any experience in my particular industry?”

experience-leadersWe may not.

And that’s the good news.

Because we don’t have any experience in your industry — but have a whole lot of experience marketing everything from staffing services to air freight and chocolate candy – we are the most qualified to help you.

Anybody who sells marketing services – whether they are marketing resource companies like us or ad agencies or consultants or whatever else – has heard the specific experience question. There is the feeling among clients that specific experience equals greater success. The fact is, it ain’t necessarily so.

Here’s why.

The “no experience” card is repeatedly played by well-meaning people. The thinking goes that specific industry experience – say, “insurance,” or “quarter turn ball valves” – is the price of admission to be considered for a project or account. The opposite is often true.

The basics of marketing are the same regardless of your business. We know, your business is different. But the dirty little secret is that the company exporting banana pudding to Luxemburg has the same marketing needs as the outfit with the killer app that keeps track of your Schnauzer. The products are different, but the goals will be remarkably similar and the basic techniques to reach the goals will look familiar.

Look for new, fresh, innovative ideas based on sound marketing principles. Don’t shut out enlightened experience and thinking just because the nice people across the table didn’t get their feet wet on your factory floor.