A few years ago, I did marketing for a medical supply company. When you think marketing/advertising, you think Mad Men, three martini luncheons in which you reel in potential new clients with drawings and mock commercials that will surely help them move at least twice as much product as the last quarter, and celebrate a deal with a few lines of coke in a restaurant bathroom. My experience, however, was closer to that of Tom Hanks in Joe Versus the Volcano, right down to the flickering fluorescent lights in the office.
As creative a person as I like to imagine myself to be, it turned out to be pretty challenging to promote neck braces and toilet chairs as good gift ideas. People don’t usually browse medical supply company websites if they don’t need to, and no amount of promotions, advertisements, or “buy one, get the rest of it free because we can’t get rid of this shit” discounts will convince them to stock up on “necessities” like dental bibs and urethral catheters. Needless to say, I’ve learned to look at marketing executives with some level of sympathy, even those who earn several times more per year than I did doing the same job. It’s a thankless job, in which recognition is only earned when the marketing campaign fails and the product is a flop. Even if you don’t believe in whatever it is that you’re selling, you better damn well make it seem like you do, otherwise the consumer is going to smell the indifference from a mile away.