MAKING A GREAT FIRST IMPRESSION
From: Your team member
Email #1
From: alex.yap@sangreal.com.sg Subject: Printer overheads Yo, boss. Spoke to our printer in the morning. They insist they want to mark up their prices to print all our billboard ads by 20% next year. Guess this means they won’t be within our marketing budget for the next year anymore. I know we talked about exploring some new options, and I’ve already found one other company willing to match the price we were previously paying. Problem is, I spoke to one of my buddies from Vivo Tech over the weekend. He has printed with them before, and he insisted these guys have some serious QC issues. Remember that faded billboard we saw on Orchard Road? Yeah, they did that. You want me to give the green light to these new guys, or do you wanna run that budget by Jonathan again? Let me know.
How to handle it Priority: Medium This concerns day-to-day operations, so attend to this after you have settled any red flags concerning the business as a whole. The informal tone gives you a hint of Alex’s background – you’ve probably known him for some time now. It’s safe to assume that you can trust his recommendations as a long-time staff member. You’ll have to make a judgement call here. Will you print at a lower cost at the risk of compromising the quality of your ads? Or will you ask your supervisor to increase your marketing budget so you can maintain the quality of the materials? You’ll have to decide, and be able to justify your response to your assessors.
Cheers, Alex Yap Marketing Executive Sangréal Singapore
From: The company’s legal advisor
Email #2
From: vanessa.wong@sangreal.com.sg Subject: URGENT – Impending legal action by Body Food I’ve just received an email from Body Food’s legal team. They’re issuing a cease-and-desist order on your recent advertising campaign for our SkinWorks product line here in Singapore. Body Food’s lawyers are alleging that we have committed copyright infringement with the “What works for your skin, works for you” tagline. They’re saying you ripped that off their company’s slogan: “What works for your body, works for you.” Body Food is giving us 30 days to retract all material related to this ad campaign or they’ll file a class-action lawsuit. I need your input on this ASAP. Thanks, Vanessa Wong Corporate Solicitor Sangréal Singapore
How to handle it Priority: High Legal action is a serious issue, so prioritise such emails in the exercise. Your supervisors need to know about it, but you should also show that you can deal with problems efficiently. Check your in-tray for any relevant information which may help this case, and compile all the facts you need. Remember, you’re only a marketing manager, so you aren’t expected to solve this on your own! A good solution is to reply to Vanessa seeking her legal advice and CC in your superiors, Jonathan and Christine. Fill them in on the facts you’ve dug up, and offer your input on how the company can resolve this issue.
In a nutshell… The above example should give you some idea of how to deal with such exercises. Just think logically about the size and importance of the tasks alongside your position within the company. As long as you include the input of others, particularly your superiors, it should put you on the right path!
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