Reviewed by Julee Attig, CPSM, Reaveley Engineers

Julee Attig, CPSM is a marketer in love with her craft. Not only does she find joy in her work, she loves sharing it in the form of a CPSM study group using Markendium material as a guide.

As a seasoned marketing veteran, Domain 5 is reinforcement material for key concepts like planning and executing marketing communication in all forms. Her three main takeaways from this specific book are:

1. Focus press releases on the media.

“A company anniversary or new office building is of little interest to anyone outside your company. Make it newsworthy or distinctive,” she said. “A press release focused on the media hooks in reporters whose target is news relevance and newsworthiness.”

2. Identify your goals when determining trade show participation.

“It’s critical to identify and align your goals with trade shows and conferences,” Julee advised. “A thoughtful evaluation of your ambitions as a company is essential when participating in conferences. If not, you’ll have wasted critical time on what amounts to a vacation.”

3. Put as much effort into an awards submittal as you would an RFP or interview presentation.

“Winning a project is certainly a big deal, but so is being highlighted and praised for the great work you do,” she stressed. “Giving your full attention to awards submittals is playing a long-game. The awards are a form of goodwill for your company.”

And beyond great marketing reading, the Markendium series is invaluable for those studying for the CPSM exam today. “I studied for and took the CPSM exam in 2006 and over the years have led several study groups,” says Julee. “The study material was woefully inadequate and out of date. I now refer to the Markendium books frequently in my day-to-day work.”

Julee Attig, CPSM is the Director of Marketing at Reaveley Engineers + Associates.