Learning the ‘Yes &..’ in life!

Blogging…hmm do I remember how to do this? Of course I do! It has been a while but I haven’t completely forgotten.

I am coming to you so late because I got the opportunity to spend my summer in New York City interning at a great Advertising Agency, Universal McCann! I was selected to be a strategy intern on the MasterCard account in April and had decided to take the opportunity. It was a little bit difficult to continue blogging when I had so much around me to keep me occupied!

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Boy am I glad that I decided to try this opportunity out because if I hadn’t I would not have known what the agency world was all about and what I liked and disliked about the media industry in general. The experience gave me a toolbox full of skills beginning with the simplest of communication in the workplace and ending with the more difficult tasks that were company specific, such as using certain proprietary tools within UM.

My internship began June 3rd, 2013 and ended August 9th, 2013; 10 weeks of full, hand-on experience in, what I believe to be, a very competitive industry and city!

Going into the experience I didn’t know what I was getting into (Mad Men didn’t exactly tell me what the “interns do!). My first week started and I didn’t know if I would like it or not, but something I did know was that I was really enjoying the people around me. There were other interns from around the nation and even from around the world.

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The picture above was taken before we went on a Vector Media Bus Tour of the various OOH advertisements. We got a chance to sit on a double decker tour bus and drive around Manhattan finding different OOH advertisements that Vector Media had produced. It gave us interns a chance to get out of the office and learn without staring at a computer screen. 

Aside from the Vector Media Bus Tour that we got a chance to do, the HR team at IPG MediaBrands  had planned for so many great events which allowed us to get the most out of our experience, both in New York and at IPG.

Another fun intern event that we got a chance to partake in was the IPG Intern Event, where we got to go to Jay Z’s 40/40 club and spend 4 hours (out of the office!) meeting the other interns around the city that were also working somewhere within the IPG family, while hearing presentations from the different company interns.

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The pictures above were taken from the IPG Intern event at the 40/40 club. The picture on the left is another Elon University intern and myself  and the picture to the right was just some of the intern ladies enjoying some intern bonding time! This event really gave us a chance to get to know each other better and form friendships that will not only help us network later but also create lifelong friendships! 

Speaking of networking! The team at IPG made sure to give us a multitude of events that we could network. Between the ‘Lunch and Learns’ and the ‘Speed Mentoring with Senior Management’ I don’t know what else they could have done to help us! The Speed Mentoring with the Senior Leaders really hit home with all of the interns. Over and over again I heard interns saying how much they enjoyed speaking to the leaders or that they wished that they would have had more time with them to find out more. The session really allowed us, interns, to learn the little tips and tricks to making it to the top (if that is where you wanted to go of course!).

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The pictures above were from our ‘Speed Mentoring with Senior Leaders’ session. Most of the Seniors Management among the various IPG companies came together and spent their mornings mentoring us in the ways we can achieve our highest potential. Each group had six minutes with each mentor, that’s it! We all wanted more than six minutes but they were all willing to meet with us after to discuss any questions we had further. Every mentor was open and enthusiastic about becoming involved with the interns. 

My internship experience this summer really instilled in me the benefits of seeing different companies and learning different company cultures. I was able to see the difference in the Sales side, being in the Ad Sales Marketing department at The Food Network the summer before, and the agency side, being at UM this summer in the Strategy department for MasterCard. It gave me a perspective on jobs and career paths. The opportunities I received both summers were incredible and I would not be able to say that hadn’t I stepped outside my comfort zone both summers and taken the leap to try and make something of my education and life.

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This picture was taken at our tour of Google. I don’t think that when this tour was planned they thought about how seeing Google may make ALL of us interns want to work for Google but hey it’s fine! This tour was definitely a highlight of getting to work in such a great city and getting the opportunity to see inside the company everyone talks about! 

I really am so fortunate for both opportunities and cannot wait to embark in on my senior year in college. The famous words of the summer were, “Oh you’re going into your senior year … ENJOY IT because it goes by way too fast.” So I intend to take that advice to heart. I have been able to come back to school with knowledge in both the agency world and the industry as a whole and that is something that not everyone has.

While we did a lot of work and stressing over projects, etc. at IPG there were some funny moments where we let loose. Between the interns becoming closer by going to Happy Hours together or sitting at the “Sushi Tables by the Curiosity Boardroom” eating lunch together we managed to make the most of our time together!

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The picture above was taken on our last day of the internship. Whether the excitement was due to the fact that it was over or the fact that our PROJECTS were over, I cannot tell you but what I CAN tell you is that no matter the hates and dislikes and the loves we had this summer, we will miss the internship and we will miss the ‘little’ or ‘big’ moments we had getting to know each other. 

I am so thankful for the opportunities I have been given these past two summers and I am really looking forward to what the future holds for me!

“Ship Your Pants!”

We all think it is creative when advertisements find a way to make you laugh. We also find them more interactive and even more fun to watch. I know most people don’t like to watch the advertisements on television but what if it made you laugh? What if it was even pushing the envelope a little bit and made you wonder how the advertisement was even allowed to air?

Well, K-Mart did just that. They found a way to get risky, innovative, and for the cherry on top, they got a little humorous. In their most recent campaign called “Ship My Pants” they were able to use the social listening skills of viewers and targeted those who understood the idea behind the “ship my pants” campaign.

How about another ad that has gotten the attention of the media? Evian! Their “Baby & Me” campaign just had me hysterically laughing at the babies in the mirrors. Imagine yourself finding a baby version of you when you looked in the mirror? And as the Fast Company article said, “Apparently we all love a dancing baby.” The commercial is even on their launch page on their website!

These two advertisements have one thing in common and that is: HUMOR. They both contain a sense of hilarity. It makes you want to laugh. Most of the time when an ad shows up on your screen your first response is either mute it, change the channel, or groan and complain. But what if they can get you to laugh or as you are groaning you suddenly find yourself laughing and enjoying yourself? There is one time of the year when people are actually saying, I love watching (insert ad here) and you know when that is? You’re right, The SUPER BOWL. There just seems to be a little bit more oomph in those ads and because the companies know that the audience is looking for well done ads during this time they keep the expectations higher and higher every year.

But why is it only during the Super Bowl? Why can’t we do it all year? WE CAN and in my opinion I think this K-Mart ad as well as the Evian ad prove just that. That we can have great ads and enjoyable ads at that when there is no “special event” but we have to remember that there are more viewers during the “special events”!

The point of this was just to show that even though advertisements can seem like they are a waste of time and sometimes you just can’t wait until they are over, they still get you grabbing your side because you are laughing so hard!

 

This blog post if for educational purposes only at Elon University. 

Tweeting Instead of Talking?

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After having Joy Cook  come speak to our Integrated Marketing Communications class I started thinking more and more about Social Media and the effects they have on our environment and even beginning to think about how they advertise. Little did I know there had recently been an article about Twitter in The New York Times exactly about that.

The article’s headline read: “Twitter Signs Lucrative Deal with Advertising Agency” . Who would have thought that social media would begin advertising and at that Twitter!

The article states exactly what Joy Cook was saying to our class when she came to visit, was that there was going to be convergence and that convergence is one of the most important things right now, and that is convergence on all screens of course!

A direct quote from the article says,

“This is what the company has been talking about for really the last year,” said Laura Desmond, the global chief executive of the Starcom MediaVest Group. “We’re into a new marketing era. It’s the era of convergence, across all screens.” Ms. Desmond said that many of the agency’s clients, including Samsung and Tide, had been experimenting with Twitter over the last 18 months.” 

Almost directly discussing and talking about the convergence that is happening in this time and generation. Twitter has taken flight and not only in the ad industry but when we asked Joy Cook what social media platforms she liked the most to use for her clients, etc. she also responded with Twitter.

Many people claim to  use Twitter even as their source of news! Another article talked about how people are getting their news from Twitter and how things such as the Boston Marathon bombing, etc. were seen all over social media and twitter feeds.

The article speaks of more than just these events but also,

“Seal Team Six killing Osama bin Laden broke on Twitter. The uprisings of the Arab spring were first covered via Twitter. So was the death of former British prime minister Margaret Thatcher. More and more, it seems the first word we get about major events comes from the microblogging service.” 

So what is going on in the Twitter world and why is is that people love to use Twitter as their source of news? In my opinion it is the concise nature of Twitter. The limit of 140 characters or less restricts people on what they can state. They have to only put the important facts and for this reason people would rather just see the headline and know what is going on, then if they are more interested many times the “tweet” will have a link.

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For all of you who are not yet using Twitter, well good luck to you because as Joy Cook said, “You aren’t using it YET!”

*Here is a good informational talk about the global impact Twitter has had in the last few years. A professor from Georgetown University is interviewed.

Victoria’s Secret vs. Dove

Women in general are very conscious of their looks and all girls when they are growing up want to look like the ‘girl in the photos’ or the ‘girl in the magazines.’ However, once they get older they soon realize that not everyone is going to look like those girls and many will look even prettier than those girls. The topic on all of these girls’ minds by the time they are 13 now is…. drum roll please …. BODY IMAGE. Well duh! Everyone knows that right? Well it is obvious to many but at the same time how does this problem that we have with body image self esteem issues play into marketing?

As I was browsing around the internet and reading some blogs I came across an image. The image below.

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What does this image say to you? Well the many of the women that spoke up about the image and campaign, they said that they were one of two things: 1. Refreshed that people were actually getting to see the way most real women look 2. Offended because there are women who look like the Victoria’s Secret models because that is their body type. So what is wrong with showing both of the ads?

This campaign and image has been circulated through various social media networks including, but not limited to: Facebook, Twitter, Instagram, etc. The following photo was found on Facebook.

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I thought the original image was interesting because it really shows 2 different brands interacting and being compared to each other. When I think of Dove I think of soap, but when I think of Victoria’s Secret I think of lingerie and underwear. Has this image created a campaign in itself about women’s body image? And if so then what is Victoria’s Secret stance on how this makes them look?

Being a Social Butterfly is a Good Thing in the New World of Marketing!

When most people think about marketing they think banners, flyers, and advertisements in order to get information across to their consumers. However, as David Meerman Scott says multiple times in his book, there are old ways of doing things and new ways and that is what we will be focusing on. Many marketers that prefer the traditional way of marketing may find it hard to adjust to some of the strategies that Scott explains in his book, but in order to stay ahead you have to stay up to date.

Content-driven, inbound marketing allows for the consumers to be directly connected to what is being discussed. Consumers are pushing the conversations now and instead of someone else bringing up and discussing the topics at hand, the consumers have taken it upon themselves to use the resources available to them to become the marketers themselves.

Let’s take a look at the way things have changed, beginning with the traditional way of marketing.

Traditional:

We’ve all heard of interruption marketing or some form of interruption marketing. This would be where you are watching television and all of a sudden and ad pops up in the middle of your show. It is taking you away from your show and you are being interrupted. The same held true in the print world. Looking into magazines you would be reading an article and flipping through the magazine when until, BOOM, a large ad in multi-color popped up and interrupted your reading. Now that it is understood what the older, more traditional version of marketing was, let’s move onto the ways Scott says the marketplace has changed, and is still changing.

New and Improved:

Scott lays out a list of rules that he finds to be the “New Rules of Marketing and PR” and what he uses as the guide for his book. These rules are as follow:

  1. Marketing is more than just advertising
  2. PR is for more than just a mainstream media audience
  3. You are what you publish
  4. People want authenticity, not spin.
  5. People want participation, not propaganda
  6. Instead of causing one-way interruption, marketing is about delivering content at just the precise moment your audience needs it.
  7. Marketers must shift their thinking from mainstream marketing to the masses to a strategy of reaching vast numbers of underserved audiences via the web.
  8. PR is not about your boss seeing your company on TV. It’s about your buyers seeing your company on the web.
  9. Marketing is not about your agency winning awards. It’s about your organization winning business.
  10. The Internet has made public relations public again, after years of almost exclusive focus on media.
  11. Companies must drive people into the purchasing process with great online content.
  12. Blogs, online video, e-books, news releases, and other forms of online content let organizations communicate directly with buyers in a form they appreciate.
  13. Social networks allow people all over the world to share content and connect with the people and companies they do business with.
  14. On the web, the lines between marketing and PR have blurred.

Phew! Now, I know that seems like a lot of different (to some!) rules in comparison to what you thought you knew about marketing.

Looking at some of these individually it is interesting to realize that social media and the web have really encouraged and pushed these new rules to become so vital. For example, take number 3 on the list, “You are what you publish.” Think about how many times we are told as college students even that whatever we put on the web is forever there and will never be gone. Well it is the same in marketing. Whatever you publish will be what your company will be thought of as. This became a very important rule when it became so easy for things to go viral with the help of the Internet.

Let’s look at another one. Number 5 on the list is about people wanting to participate rather than have propaganda just thrown at them. Well competitions and sweepstakes are prime examples of good marketing techniques that allow people to participate and become directly involved in their brand of choice. It brings the consumer to the brand and allows them to become invested more so than ever.

One last one that we can look at is number 10, Internet making public relations public again. Now a day it is very hard to hide your skeletons in your closet and your affairs, etc. With the Internet being accessible to everyone it allows for full transparency. Like Scott says it makes it public again. People know things because they can find out about whatever they want on the web. It is easy and convenient. This is bringing consumers and buyers even closer to their companies and to the brands themselves.

Scott does not stop at his book in order to inform the public about the new ways of marketing. He shows them with his own blog and is practicing what he is preaching. His blog can be found at: http://www.webinknow.com/.

One particular post I found interesting, because of the fact that I am a double major in both marketing and journalism, was his post labeled How Raytheon implemented a brand journalism approach to content marketing”.

He again, in this blog post, talks about how the content drives the media. It is the content that makes people want to read and listen or it is the content that drives people to do something (call to action). Journalists know how to write stories and being a marketer or working in PR you have to tell a story so if you can get a marketer who can tell a story you have struck gold. Everyone has a story and that is what people want to know. As Holly Stewart once stated in a visit to our class, “it is all about the story.” You can easily sell the story and people want to listen if it is compelling enough!

Looking past Scott’s book I was doing some research on my own and I found another article that too agreed that social media is one of the most important ways in order to communicate and engage your customers. So after realizing this and reading the article and Scott’s book I decided to look into brands that used social media best.

A recent Forbes article ranked the top three brands for using social media to engage their customers and their rankings were as follows: Subway, Google, and Target. To find their top ten you can visit the article, but this just goes to show you that places that are engaging their customers through social media are gaining attention.

“Subway continuously manages to sell promoted deals without pushing the advertising theme too far, according to Vivaldi. Things like Subway’s “Flavorizer,” which lets users build and name a sandwich, promote brand identity with its followers.”
 
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“Google benefits from its expansive product portfolio that consumers use in their daily lives, including Gmail, Google Maps, YouTube, Google+ and Google search.”
 
The brand [Target] “has a well-organized social strategy across networks, including Facebook, Twitter, Pinterest, YouTube, Instagram, Tumblr and LinkedIn. There is something for everyone on Facebook, including applications designed for newlyweds, bargain hunters, the tech savvy and everything in between.”
 
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After reading the article and Scott’s book I realized that the world of marketing is changing and has changed for the better. Lucky for us we are on top of our game already and have already begun marketing our brand: OURSELVES!

Tragedy Hits Home and We Hit the Buttons

Remember when people had to sit around their television or radio at a certain time at night or during the day in order to figure out what was going on in the world? Or the excitement it brought people to hear the news as a family and sit around waiting for the President to speak?

Well the times have changed and we no longer have to sit around and wait for anyone to speak because news is instant now! The minute something happens it is displayed on Facebook, Twitter, Instagram, etc. It takes the click of a button or the swipe of a finger for something to become viral.

Take this morning’s tragic events for example.

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The Boston Marathon is one of the most recognizable sporting events and marathons in the nation. It gathers large crowds and brings in people from all over to run the famous marathon. And today was an even larger case of bringing in publicity.

Unfortunately, this event occurred this afternoon at 3 pm as the first explosion went off. Followed shortly after, ten seconds according to the New York Times article , a second explosion.

So how does this coverage explain and show that the times are changing? Well I would not be here blogging to you only a short 5 hours after the occurrence if the times weren’t changing and the media outlets hadn’t become so open to everyone. You no longer need a news crew and an anchor to give the news, all you need is a camera phone.

Videos like the one below would not be able to already be streaming if it wasn’t because of the change in technology and media outlets.

The times have changed and this is the second instance we have seen something such as an explosion become streaming and live updates being shown through various media outlets and channels. Twitter, Facebook, Instagram, etc. have all covered these events. It is because of these tools that we have that people and news are 24/7 rather than specific times.

*My thoughts and prayers go out to those hurt or affected by the explosions in Boston, MA this afternoon.* 

 

 

This post is for educational purposes only and is for the sole purpose of a Marketing class at Elon University. 

Technology is not Just for the Young Anymore!

Everyone Gets Old…But IBM is making it Easier.

Many of us can say we have either heard of an elderly person having to be put in a home or have had to deal with a personal relative being put in a home due to old age. For many of those people the reason is because they can either no longer take care of themselves or the fear of something happening to them when they are alone frightens the family, and thus forces them to get assisted care.

Instead of this option, according to an Ad Week article,  IBM has created a technology that is making it easier and safer for seniors to live alone in their homes much longer. The technology is designed to monitor many things, some of which include: Carbon Dioxide levels in the home, temperature, and much more. All of this data is then sent to a social worker to analyze. Once they decide whether or not everything is ok, then they can call the people that are needed. These people could be relatives, ambulance, police, etc.

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The story IBM chose to use to advertise this technology was not even in the United States. They chose to use an older Italian women living alone in the town of Bolzano. She has lost her husband and her daughter actually expresses her fear for her mother’s independence because of the chances of something happening to her, and no one being there to help her. The commercial plays on the audience’s emotions but at the same time shows you the facts.

The long-form spot even gives you more information on how this technology could help in savings in assistance and care. The specific number they claim is that they expect the technology, “to save 30% in assistance and care.”  This could be revolutionary. This opportunity not only helps prevents events from happening that could be potentially dangerous but also as the video says, could help use all of the resources available.

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After reading this article I really became attached to it. The reason I was so drawn to this article was because of the fact that my grandma is 87 years old and is Italian. She lives in Greenwich, CT, but speaks no English and lives with my aunt. My aunt is afraid to leave and my grandma is afraid to be alone in fear that something will happen and she will not be able to call for help or she will not know what or who to call. However, with this technology this problem could be lessened.

 

My family is not the only one dealing with this, as many seniors have to live with family or in homes due to the fear factor.

 

Why not give the elderly an opportunity to be more independent even in their later years? The second they lose their independence many say that that is when they feel they are no longer able to do anything.

 

This technology would be focused at the countries and towns that are struggling with an aging population such as the town advertised in the video. These towns would benefit greatly from something like this.

 

So how to get it out there? Well, IBM has already started that. Having an article about it in Ad Week is great PR and also allows the consumers/audience to see first hand who and what this technology could be helping and preventing. Who would not love to see more seniors be independent for longer. With the way the world is now, there is more technology for everything why not for those that are not used to the benefits of technology?

 

This Blog is for educational purposes only and is part of a Marketing Class at Elon University.