Dane Pedersen
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Why "Marketing" is No Longer a Yucky Word

By:
Dane Pedersen
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I'm a firm believer that done right, marketing doesn't have to be an ugly word, it can even be beautiful.

Preemptive disclaimer as I begin: I'm a content producer here at Foreword, not on the marketing team. I think that helps my case to know my bias.

I obviously function in an important role as the one creating elements used in their campaigns, but I'm not standing in it by any means. For years, Foreword only operated in a content creation mode. We had no experience as marketers and generally thought of the process as something below acceptable to our moral tastes as we interacted with the world.

Clarity set in over the past few years as we onbaorded more and more clients in the industrial and commercial sector (as opposed to artists and musicians). We realized that creating beautiful content wasn't actually going to do that much for their success. They didn't have a pool of followers to help spread via word of mouth, and they weren't a wedding vendor with hundreds of bodies being influenced every time they went to work. They were trucking companies that needed drivers.

We had no doubt we could create compelling content that would show a healthy workplace and a strong vision for a company, we just had zero method on how to get that population to see such an ad and feel inclined to apply for openings. Proper marketing quickly proved to do this efficiently. In the immediate, the trucking company in this case had two trucks sitting around without drivers, and we were able to fill them with two folks who were in need of a job. To say this isn't a generative relationship for all involved would be disingenuous.

To say this isn't a generative relationship for all involved would be disingenuous.

The acute view this gives about the world of marketing isn't lost on me. There are ways to be dishonest and greedy marketers, but as I understand it now, that's not the only way. I've seen our team's ability to bring value into a client's hands tangibly change since we implemented this new section of the company. I've seen it actually help small businesses sustain and grow - small businesses we believe in and trust and want to succeed for the better of our community at large.

Harder days certainly lie ahead as we navigate the ethical and moral nuance of such a muddy industry as ours, but I'm given hope that our founding vision as a team has always been people-centered, in hopes of saving us from the perils of greed and misinformation.

I'm a firm believer that done right, marketing doesn't have to be an ugly word, it can even be beautiful.

Tags:
Vision
Community
Downtown
Generative
Healthy Workplace
Entreprenuer
St. Paul
Startup
Ethics
Moral