What consumers want is always fluctuating, but there is a clear path in discovering their wants. Effective marketing goes beyond trying to sell people a product. It starts with research, and then creating a product or service that is needed/wanted, offering this product/ service to the target market, collecting feedback, and then improving the product/ service. While Baby Boomers, Millennials, and Gen Zers may shop differently, each generation needs effective marketing that caters to their needs and wants. Businesses that find themselves struggling to bring in sales would be wise to evaluate their marketing team and ensure it goes beyond the classic definition of “marketing is advertising.” Research and a customer first mentality are vital for thriving with today’s (and tomorrow’s) customers. I administer the same thinking in marketing to the projects I run. Recently, I planned and directed a fundraiser fashion show, put on by Macy’s employees. While we were not creating a consumer product or service, the steps and ideology still apply.Previously, I boosted advertising sales through compelling market research, including bringing in $200,000 in sales, in just 2 days while at ABC13 News. Prior to working at the news station, I spent many years mastering different positions within the fashion industry, all while learning more about consumers needs and wants. Outside of work, I volunteer with Campbell County coaching 9/10 Y/O basketball. I am an avid reader, photographer, and old-fashioned letter writer.