Fast-paced change is a dominant factor in the business world these days, and this is particularly true in the marketing sector, where the profession is constantly evolving. Against this ever-changing backdrop, the Classified Post Young Marketer of Tomorrow contest provides aspiring young marketers with a unique opportunity to demonstrate their creative flair and showcase their marketing ideas by developing innovative, but practical solutions to solve real-world marketing challenges.
Organised by Classified Post in association with Tap & Go, a mobile payment business unit of Hong Kong’s premier telecommunications service, HKT, the Young Marketer of Tomorrow contest is open to teams consisting of two to four university students from any academic discipline or field of study. Participating teams are required to work to a brief that calls for marketing solutions that cover value proposition and differentiation. Following a briefing session at the 11th edition of the Classified Post Career Forum, participating teams have until 25 March to submit their outline plans ahead of the live presentations, final rounds of judging and prize presentations, which will take place on 31 March. Presentations will take place in front of a judging panel made up of representatives from Tap & Go and Classified Post. Presentations can be delivered in either Cantonese or English. The winning teams and runners-up will receive cash prizes, trophies and certificates.
“The Young Marketer of Tomorrow contest provides a realistic marketing challenge, which enables each team to apply what they have learnt during their university strategy and management classes,” notes Alex Ho, General Manager - Recruitment, Circulation, Syndication Business of South China Morning Post Publishers Ltd. At the same time, Ho adds, the contest offers a true-to-life platform for participants to demonstrate their critical thinking, analytical and problem-solving skills in front of the sponsor and other potential employers during the live presentation stage of the contest. For instance, the five-minute first round pitching and 15-min final presentation in front of a panel of judges provides an opportunity to demonstrate presentation proficiency skills, a prerequisite in the real world of marketing where the success or rejection of an idea can hinge on delivering a succinct and refined presentation.
Ho says in addition to the Young Marketer of Tomorrow programme providing an enriching and stimulating experience, participants can include the experience on their CVs and use what they take away from the event as talking points during interviews. “The competition provides a platform for building confidence and broadening communication and presentation skills, which can be game-changers during job interviews,” notes Ho. Furthermore, taking part in the Young Marketer of Tomorrow programme provides participants with an opportunely to practise their networking skills through interaction with experienced marketers and potential employers. A good example says Ho, is during the briefing session when participants are able to interact with representatives and experienced marketers from Classified Post and Young Marketer of Tomorrow Premium Partner, Tap & Go. The briefing session is also a key opportunity for participating teams to learn valuable insights about marketing objectives and product positioning — insights participants can use to guide and develop their marketing plan.
Ho highlights that while joining a profession where the messaging, the creative segments and the technologies used are constantly changing offers a wealth of career rewarding opportunities, the marketing profession is also challenging. Consequently, aspirant marketers need to be curious and keep an open mind while ensuring that they stay up-to-date with the latest trends. Ho stresses, with the marketing profession covering a broad range of functions including digital, content, event and advertising, it is important to be aware that there is no single one-stop channel to follow marketing trends and developments. While joining the Young Marketer of Tomorrow contest provides a wide range of valuable experiences that participants can benefit from, Ho recommends that to prepare for a career in marketing, aspiring young marketers should seek to gain relevant experiences wherever they can. For instance, by attending seminars and industry functions and watching TED Talks, podcasts and webinars. Often, notes Ho, the next “big idea” that resonates with a target audience is created as a result of diverse influences.
While a strong understanding of the business side of the marketing profession is essential, the digital age requires the marketer to be a compelling storyteller across a variety of media platforms. These include video, photographic and infographics. As with most areas of today’s business world, Ho says the use of social media is an indispensable marketing tool. However, in addition to understanding how to use social media platforms, it is necessary to understand how to build an effective marketing plan that leverages on the potencies social media can offer. For example, how consumers interact with brands through social media and creating content that drives audience engagement.
With many of the world’s most successful marketing campaigns triggered by “outside the norm” inspirations, Ho believes there is no such thing as a foolish idea, and the only example of foolishness is not to test all types of new ideas, regardless of how far “outside of the box” they may seem. Citing the aspirational slogan “Stay Hungry, Stay Foolish,” adopted by Apple founder, the late Steve Jobs, Ho says staying hungry, means never being satisfied and always pushing yourself. And staying foolish is about embracing new challenges and always be willing to keep trying the things that others say cannot be done.
