Marketing Geeks In Demand
My buddy (and fellow Marketing Geek) Jim Kukral wrote an excellent add-on piece to Steve Rubel’s insight into the newly realized position of “Geek Marketer” in a recent AdAge column. Geek Marketer is as good a title as any (although I tend to prefer my long-running “Idea Guy” moniker.)
Jim agrees that the Marketing Geek role is in demand, but that most companies view rewarding this newly-minted marketing position with old ideas of remuneration. Jim says: “They [agencies] are expecting to pay this person an average salary. Guess what? We’re way more valuable than that.”
Jim makes a great point about most traditional businesses, agencies, marketing firms, etc. expecting to pay an ‘average salary’ for this above-average (and extremely valuable) new role. In some cases, this single individual can make a significant difference in the success or failure (distinction or extinction) of a company stuck in the rut of old-advertising mentality. BUT, it is my view that the true Geek Marketer isn’t actually looking for a salary (average or otherwise) but is in constant search of the opportunity to work with cool people on cool projects. Never before has the cliche of “do what you love and the money will follow” been more true.
By combining the artist’s innate love of “The Cool Project” with the savvy of a marketing guru, you end up with a Marketing Geek who understands the value of the expertise they bring to the table. They don’t necessarily need to be paid a salary so much as rewarded in accordance to the value of the ideas and concepts they bring to the table — as well as their ability to execute and implement those concepts in a successful (and profitable) manner.
The Marketing Geek isn’t going to look upon a ‘salary’ as the thing that binds them to a company. It’s more like the minimum retainer required for first access to their ideas. The real reward needs to be connected to the profit and challenge in making those ideas a reality. By all means, provide a salary (average or otherwise) when attempting to entice a Marketing Geek to work within the walls of your company (we’ve all got rent and car payments to make in between those world-changing ideas), but keep in mind money is not the true motivator that will ultimately keep them working for you (with you.) There needs to be a connection to the profit in the end value of their concepts, and the freedom to explore undefined and dark alleyways to find the light (and the profit) on the other side.
