When I invited John Gumas to participate on a panel for my advertising students at San Francisco State back in February, I had no idea that his views and insights were going to change the direction of my life.
That panel discussion and the meeting I had with John and the other panel members opened my eyes to the huge changes in the world of advertising and marketing.
I put aside my textbook and relied on marketing professionals like John, as well as Internet Ebooks, blog posts, webinars, podcasts, and news stories to help me blaze a trail down the Social Media Revolutionary Road.
Right after graduation in 1984 with his College of Business degree in advertising and marketing, John Gumas opened his advertising agency to serve the needs of Challenger Brands — companies that were being out-spent by larger, more established competitors.
“It was clear to me that Challenger Brand companies needed to be marketed differently. How could these organizations compete?”
“They couldn’t out-spend or out-research the Goliaths. We’ve built our business helping these companies grow profits by distinguishing them in ways that set them apart from their competitors.”
“It was all about helping them play to their strong points, especially those that resonated with their target customers.”
Today, Gumas Advertising is an award-winning strategic marketing, advertising and interactive marketing agency with a host of regional, national, and international clients.
John acknowledges that things are changing faster than ever before, but not the basic strategy:
“Marketing is all about anticipating change so your programs are ahead of that change. When brands and companies don’t realize that their offering, messaging, or marketing strategies no longer match the needs of the marketplace, they fall behind the pack.”
“It is all about understanding when you have to do things differently.”
Integrated & Targeted Marketing is the future for advertisers
John’s first lesson was his Best Lesson
John loved what he was doing when he first began, and he continues to love it to this day:
“Figure out early on that if you are passionate about what you do, you’ll never have to work a day in your life.”
John’s advice to students:
1) Know who you are and what you want to do.
2) Don’t get a job for the wrong reasons, like money or prestige. Do a job because you are passionate about it.
3) Find an internship to test the waters. It’s the greatest experience you can have.
His advice to clients:
1) Have a vision.
2) Make a commitment.
3) Commit to make it happen.