Archives for posts with tag: marketing

Thursday marked the conference kick-off. There were activities galore, and it was important for the group of us to take in as much as we possibly could. At 5 o’clock, the six of us from The College of New Jersey participated in the annual Social Scramble. We got to meet other collegiate AMA members from all over! I even met a student studying abroad in Boston all the way from Italy! This was a fantastic way for members of all the chapters to introduce themselves to each other and get a little more comfortable. Definitely gets a thumbs up from me!

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Members from TCNJ’s AMA looking very official with our name tags!

After this fun social event, we filed into an auditorium for the official start of the festivities. The keynote speaker on Thursday was a man by the name of Jeffrey Hayzlett, former Chief Marketing Officer of Kodak. Not only is Mr. Hayzlett a very successful businessman, but he is also a self-proclaimed cowboy who will always be seen in his signature leather cowboy boots.

Mr. Hayzlett was the perfect guy to start the event. He worked the crowd and gave us wonderful advice for our future careers in marketing. My takeaway from his talk was to be a clock changer. Now as odd as this may sound, it is important to think about what I mean by this…so I’ll give you a little background on Mr. Hayzlett’s favorite kind of people: the clock changers.

When he was first offered the position as CMO at Kodak, the first thing he planned to do was hold a meeting for the people he would be working most closely with. From head designers to market researchers and everyone in between, Jeff wanted to get to know his colleagues. He arrived in the meeting room about 20 minutes early so he could personally greet everyone in attendance, but before it all began he had something else planned as well. You see, Mr. Hayzlett noticed a nice, big clock hanging on the wall above the meeting table. Before anyone arrived, he took the clock off the wall, set it 20 minutes fast, and then replaced it right back where it came from. As people started filtering in, he would watch them all look at the clock, look at their watches, and then look at the clock again. As more people arrived they would agree that the clock was 20 minutes fast and that “something must be done!!” (rather enthusiastically I imagine)…but no one ever did anything about it. In fact, this went on for 2 full months. Two. Months. Until finally a young woman pulled over a chair, climbed up to the clock, fixed the time, and replaced it on the wall. She was a clock changer, and the next day, Mr. Hayzlett gave her a promotion.

He wasn’t talking about literally changing clocks. What Jeff meant by all this was that we won’t get very far in business, or in life for that matter, if we don’t take initiative. It’s important for each and every one of us to get up and do something about things that need to be fixed. If something is wrong, speak up.

In the marketing industry, communication is crucial. Ideas for campaigns or new marketing strategies must be shared on multiple levels, with many different people, with various outlooks on the subject. By speaking up and voicing your outlook, it is very likely that others will take on a new perspective on the problem at hand.

So take initiative. Be a clock changer. Don’t worry about speaking up, worry about what may happen if you don’t.

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I know I told you alllll about the AMA conference I attended last weekend in my last post, but there was one takeaway that I just had to share. Peter Stern, president of Strategic Agency, was full of useful information on entering the marketing industry and what it really takes to become successful. He emphasized creativity and innovation as the way to win over clients and build a strong following for the future.

The most intriguing part of the conference (for me, at least) was when Stern showed us a case that his company has been working on lately to bring the infamous athletic Starter jackets back into popularity. Stern and the rest of Strategic Agency started pitching ideas to Starter and eventually  decided to bring the jackets to the Super Bowl: the ultimate athletic stage.

The creativity comes in when they decided to open up an ice cream shop on Bourbon Street in New Orleans and dub it “The Starter Parlor.” They represented every NFL team with its own flavor of ice cream: positively brilliant!! Coffee ice cream with java chips for the Seattle Seahawks. Gaga for Ghirardelli for the San Francisco 49ers. The combinations were endless.

And thus began the Starter jacket promotion. Celebrities, athletes, and Super Bowl fans lined up to have a scoop of their favorite team’s flavor. The jackets filled the parlor and models walked the runway wearing the latest designs.

Everything about this pop-up shop was great, but the metaphorical cherry-on-top (forgive me for the ice cream pun, I simply couldn’t resist) was when Mr. and Mrs. Harbaugh, the parents of the coaches in the Super Bowl, came to The Starter Parlor for a scoop or two of ice cream. What flavor would they pick? San Francisco or Baltimore? ESPN and other media outlets around the country waited for the answer. The idea of bringing in the mom and dad of the coaches facing each other in the biggest televised athletic event of the year is marketing genius. Starter gets its promotion and Strategic Agency looks really, really good.

This kind of creativity is what I aspire to. All it will take is a little persistence, a dash of luck, and a whole lot of hard work. I think I’m ready for it. How about you?

This Saturday I was lucky enough to attend AMA’s Northeast Regional conference at Pace University with a few other members of TCNJ’s chapter of the American Marketing Association. This annual conference is a great opportunity for students from all over the Northeast to come together and learn from leaders in the industry about the latest marketing trends and to gain valuable professional experience.

The day was set to begin at 6:20 in the morning. Rise and shine! Funny thing is…I didn’t wake up to the alarm that I set for 5 o’clock and instead was jolted awake at 6:40 when our chapter’s vice president called asking where I was. Who needs coffee when you can run on adrenaline, right?! Right. So in 17 minutes I went from pajamas to professional…that has to be a record!

So at 7:00am we started our trip into Manhattan. From TCNJ to Harrison by car, from Harrison to 33rd Street by Path train, from 33rd Street to Cortlandt Station by Subway, and from Cortlandt Station to Pace University by foot…in the rain. But we made it!

Just a bit of fog!

Just a bit of fog!

 

When we arrived at Pace, we were welcomed by the President and Vice President of Pace University Marketing Association, more commonly referred to as PUMA. Very clever. They handed us raffle tickets and showed us to our seats for a nice breakfast and introduction. The theme for this year’s conference was Entertainment Marketing, perhaps because it was held the day before the entertainment industry’s most favorite event of the entire year: The Oscars.

Next up were the keynote speakers. First was Peter Stern, President of Strategic Agency, a marketing firm based in New York City with a focus on finding the newest ways of bringing brands into the 21st century and beyond. He introduced the group to the idea of constant innovation in the workplace. Brainstorm. Be creative. Learn from your mistakes. It isn’t about how much experience you have, it’s about how well you can adapt to the situation you’ve been given.

The final speaker of the day was Howard Homonoff, lawyer, managing consultant, media/communications/entertainment executive. The list goes on. His takeaway for us was that the way to be successful is through effective communication. Now this means Twitter, Facebook, LinkedIn, blogs (like this one!) and whatever else it takes to get your message out there to as many people as possible. The more we communicate, the more likely we are to succeed. He makes a great point!

To wrap up the day we had a friendly marketing case competition. We were handed an object to sell to the room in a 30 to 60 second pitch. Too easy, right? What’s the catch? You had to sell the item without saying what it was. This increased the difficulty by, oh I don’t know, 1,000%!!! Our team had to sell AMC Movie Theater Tickets…so naturally we decided to act out a film! I think the judges liked our production of The Karate Kid, because we received first place in the conference! Definitely a fun way to end a productive and educational day!

WE GOT TROPHIES!

WE GOT TROPHIES!

 

So that was my Pace Conference experience! An awesome way to get together with other marketing students and learn all about the industry.

Later this week I’ll tell you all about Peter Stern’s latest business venture in New Orleans! But until then…

Cheers,

Liz

As an aspiring marketing executive, I find myself looking for new organizations and newsletters and websites to give me a little more information about the industry. In one of my more recent Internet searches, I found myself deeply entranced by the articles one website had to offer. Anything and everything marketing or advertising related has its own category, neatly organized and up-to-date.

This marketing gem is known in the industry as INMA, a website made possible by the International News Media Association. INMA is “the world’s leading provider of global best practices and marketing ideas for news media companies looking to grow amid profound market change.” In other words, INMA is a leader in providing companies and individuals with the marketing and advertising knowledge to promote positive organizational growth even in these tumultuous times.

This site brings all the best marketing blogs into one, convenient location. Looking for the latest market research trends? INMA is for you! Or maybe you’re more interested in viewing a timeline of online advertising, its progression through the years with the advent of mobile phones and other advancing technologies…INMA is still for you! I have found that looking through various sources of reliable information is the best way to develop thoughts on a topic, and the way INMA brings together a wide variety of blogs into one convenient location is really exceptional.

So go ahead…you know you want to take a look at this fantastic marketing and advertising resource! And it’s all right there in one place. Could it be made any simpler? I seriously doubt it…

http://www.inma.org/

Enjoy all that INMA has to offer and stay current on the latest news in this dynamic field!

Cheers,
Liz

Welcome to advantageous advertising, a blog for students, professionals, and anyone else interested in marketing who may not know where else to catch up on the latest advertising and media trends.

My name is Liz and I’ll be the one bringing you everything you ever wanted to know…and then some…about the marketing industry. From ad campaigns and branding strategies to marketing conferences and catchy commercials, there’s a whole lot more to advertising than what Mad Men leads us to believe.

But what makes me a reliable source of advertising information? As a sophomore Marketing major at The College of New Jersey, I’m learning all about what it takes to sell a product to a customer. Who is the target market? What makes this cheap bar of soap better than that one? Why do you need another bar of soap, again? The truth is: neither soap is particularly great…and you don’t need another…but those ads…

So here we are: I’ve introduced myself to you as an up-and-coming advertising executive (wishful thinking never hurt anybody, right?) hoping to keep you informed about the latest marketing trends. I’ll keep you posted with my favorite ad campaigns, innovation in the industry, and any other exciting news that seems relevant to me at the time, all while trying to remain at least mildly entertaining. That’s my promise and I’m sticking to it.

Cheers,
Liz