The role of an advertising consultant is to help clients promote their products and services through a combination of media placement, branding strategies and marketing campaigns. As an independent contractor, rather than a company employee, an advertising consultant can exercise an objective viewpoint on maximize PR budgets and resources as well as create a favorable and ongoing liaison with the press. Excellent communication skills are mandatory for this career field, along with the ability to multi-task and work well under pressure.
Instructions
1. Assess whether your knowledge, skills, interests and time commitments are best suited to being a generalist or a specialist. A generalist handles a full spectrum of marketing duties for a diverse range of clients. A specialist focuses on a specific clientele -- writers, musicians, physicians -- or a particular aspect of advertising such as industry trade shows, direct-response or catalogue design.
2. Acquire a bachelor's degree in communications, marketing, journalism or public relations. In addition to the coursework required for your major, other helpful classes to take include accounting, psychology, graphic design, business management and video production. Familiarity with computers, research techniques and social media is essential as well.
3. Find an internship or entry-level position with an ad agency to learn the ropes of the business. Your college job placement office may be able to assist with this. Another route is to volunteer your services to a nonprofit organization, school or political campaign. These strategies enable you to acquire hands-on experience, network with industry professionals, get to know members of the media and build your portfolio.
4. Research the competition. Find out what they are charging, the scope of their advertising services and whether there are unique ways you can distinguish yourself to the target demographic. If for example, you're interested in developing creative advertising campaigns for authors and publishing houses, learn become an expert at producing professional book trailers. (Book trailers are mini-movies composed of live action, graphics, narration and music to entice readers to buy.)
5. Implement the steps to become an official business entity. This includes acquiring a business license, a federal taxpayer ID number, a business name and a business bank account. Design your company website, business cards and brochures. Create and distribute copies of your portfolio to prospective clients. Join your local chamber of commerce, attend industry mixers and let everyone know that you have become an advertising consultant.
