| Following is part one of an interview with Cheryl | | | | What strengths are required to succeed in this |
| Benton, owner of 747 Marketing. Their website says, | | | | competitive environment? |
| "We've built a consulting business that helps our | | | | A. You've got to be willing to accept failures, pick |
| clients gain unfair competitive advantages by | | | | yourself up, dust yourself off, and start over again. |
| outwitting the other guys." Visit Cheryl Benton's | | | | In Manhattan or Boise, if you love what you do, and |
| website simply by Googling 747 Marketing. | | | | you keep at it, you will succeed. |
| Q. Why did you choose marketing as a career? | | | | Q. The Manhattan work world has changed since you |
| A. Actually, I didn't choose it as a career. It chose | | | | started. Tell us a change that affected you, and how |
| me. I started out thinking I was going to be a high | | | | you adapted. |
| school English teacher. I believe John Lennon said, | | | | A. Now, with computers and the Blackberry, it's the |
| "Life happens when you're making other plans." | | | | total commingling of your business and personal life. |
| I was substitute teaching, because there was such a | | | | You're always on 24/7 call, even on vacation. You're |
| glut of English teachers. I was there until the end of | | | | getting off a plane and checking your Blackberry. |
| the school year, and I thought, "I'll have to go back | | | | And, there's a good and bad side to that. The good |
| to substituting in the fall." I thought, "I'll get some kind | | | | side is: You can work remotely and you can handle |
| of summer job." But, if you told businesses you were | | | | certain business things a lot easier than you could 20 |
| going back to teaching in the fall, they wouldn't pay | | | | years ago, when you had to physically be in the |
| anything. | | | | office to do something. The downside is: You're |
| So, I thought, "The next place I go, I'll act like I'll stay | | | | never free! (Laughs.) |
| here forever." And, that turned out to be a 10 year | | | | Q. You've been active in many associations and |
| summer job in a technology firm. I got into | | | | groups. Did they help you with transitions? |
| advertising there. I became the Ad Director, and then | | | | A. Yes, it's been great to be in them. I've been |
| the Marketing Director. After 10 years, I left there | | | | involved in advertising industry associations. They've |
| and started my own ad agency on Long Island. I had | | | | been great for a number of reasons. Early on in your |
| that for 10 years, and it was acquired. | | | | career it's fantastic because you can reach out to |
| Q. What made you decide to start your own ad | | | | other people. It expands your network. I've been in |
| agency? | | | | the B/PAA (Business and Professional Advertising |
| A. I was on the client side, and we were working | | | | Association) and the BMA (Business Marketing |
| with agencies. I was at a point where I wanted to | | | | Association). Some of my very closest friends are |
| try the agency side. It would be more interesting and | | | | from those organizations. We're friends to this day. |
| challenging. And, ironically, people were saying, "Even | | | | You find you have a nationwide network. And that is |
| though you've been a marketing person for 10 years, | | | | so critical because when you're ready to do |
| you haven't had experience on the agency side." | | | | something new, you sit down and say, "Who is in my |
| So, I was finding that the agency door was tough. | | | | network?" I would say to anyone at any stage: Get |
| At that time, some of the big agencies had training | | | | involved with groups in your industry. In your |
| programs, but my time for that had long since gone | | | | younger days you're taking from those groups. And, |
| by. I thought, "At this point, I don't want to start all | | | | when you get more experienced in whatever you |
| over in my career." So, I said, "I'm going to start my | | | | do, you will give back to those groups. |
| own agency and figure it out along the way." | | | | Q. You continue to have a very successful career. To |
| Q. Did you find it fairly easy to pick things up, or was | | | | you, what is career success? |
| it challenging, or stressful? | | | | A. I think it's loving what you're doing. I've always felt |
| A. Yes, all of the above. Whenever you're starting | | | | very fortunate that I've always loved what I was |
| something new -- and especially when you're going | | | | getting paid to do. I always loved advertising, I loved |
| from something very secure -- all of a sudden, you | | | | marketing, and I love what I do now at The Three |
| take this giant leap into uncharted waters. This is | | | | Tomatoes Newsletter. |
| particularly true when it's an entrepreneurial project. | | | | I think that's the key to anyone's success. I think |
| But, there's a lot of adrenaline, and you have to | | | | you would be hard pressed to find anyone who has |
| believe you can do it. | | | | been successful in an endeavor who has hated what |
| My first client was the firm I was working for, and | | | | they do. It doesn't mean every day you get up |
| then I had a couple of clients. That was terrific, | | | | saying, "Oh, my gosh, this is great." Obviously, there |
| because they all believed enough in me to allow me | | | | are lots of days you get up and say, "Oh, gosh, I |
| to do that. They were enormously helpful. | | | | have to face this client or that challenge." But overall, |
| I learned, and part of growing and doing anything is | | | | it was loving the business I was in, and the people in |
| making mistakes. And, saying, "OK, what did I learn | | | | that business, and feeling that adrenaline. And yes, I |
| from that?" Then, you pick up and move ahead. | | | | loved doing that. |
| For example, when you're starting up something, any | | | | Q. What's next for you? |
| client who came your way, you say, "Oh, I can do | | | | A. Who knows! (Laughs.) I have no idea. I love The |
| that," or, "I'll take that on." Then, you start to realize | | | | Three Tomatoes. That's the thing I'm having the |
| that you have to focus your effort more. | | | | most fun with these days. I'm spending a lot of time |
| I found that it took as much time, if not more time, | | | | on it, and we'll see where that takes me. |
| to handle a very small client with a very tiny budget, | | | | I started out teaching, so kids and education have |
| than it did to pursue clients with bigger budgets. That | | | | always been very important to me. So, I've become |
| was a big lesson: When to say no, and when to say, | | | | very involved with a couple of non-profit groups that |
| "OK, I'm not going to say yes to this kind of client -- | | | | work with New York kids and education. That has |
| even if it would provide some short-term income. I | | | | fulfilled that other piece of me. And, that goes back |
| need to focus on the bigger things that will ultimately | | | | to figuring out what has been important to you all |
| be more beneficial." | | | | along. Look at what you are passionate about. |
| Q. You've worked in Manhattan most of your career. | | | | |