The.Good.Life

So this blog is finally getting a lot of attention.  I'm consistently getting 50+ views a day, and you know, when you're used to seeing 10-15, you start to get a little excited.  With more viewers I start to get more worried.  I gotta write bigger, better, perfectly-proofread  blogs now!  Well, I'll at least give it my best.

As I talk to my friends about what they want to hear, how they like the blog, and how I can make it better, there's one thing I consistently hear.  "How does this all relate to me?"  I can see where they're coming from.  Most of my friends have suit jobs, or in other words, formal jobs such as an investment banker, financial analyst, or school teacher.  They aren't interested in marketing and advertising, and they aren't out to brand themselves because the aren't looking for jobs.  How can I write for them?

It all started with a conversation with one of my good friends who works for Edward Jones.  He complimented me on my knowledge of social media and my critiques on current campaigns, but then he left me dumbfounded with two very basic questions: "Why would I use Twitter" and  "What would blogging do for me?"

I'll preface by saying that I enjoy social media.  I blog for my own entertainment.  It's a learning tool, a stress relief, and fun form of communication.  Same goes for Twitter, Facebook, etc.  

However it got me thinking, how can "suits" embrace social media in a way that can make them more profitable, more marketable, and more likely to succeed?"  The answer lies in three key words:  Integrate, Inform, and Energize.
Let's start with a financial advisor for Edward Jones.  At the most basic level, it is an FA's job to attract new clients, bring business to the company, and make profitable investments on behalf of the client.  How is this done?  Mostly through door-to-door sales and cold-calling.  How could social media help in this case?  The opportunities are endless.

1.  Integrate:  Take the current way of doing things and improve upon it.  Integrate current strategy with new media strategy.  Go door to door, make cold calls, but also host a website, create a blog, communicate through Facebook and Twitter.

2. Inform:  You can only tell someone so much at a client meeting.  You'll forget important points, use incorrect wording, or confuse the potential client.  A website or a blog can fill the potential client in with more information, a personal biography, a resume, and an abundance of information that allows them access to what they want when they want it.

3.  Energize:  Social media can energize people to act.  If an FA writes a blog on the importance of investing in a down economy, provides the research and the data to back it up, and communicates this via Facebook or Twitter to everyone in his/her network, you bet your bottom that you'll get some calls.  Your friends will see your advice, share it with parents, friends, relatives, whoever, and in the end, it's your name getting the recognition.

Keep in mind, I am not in-the-know on Finanial Advising.  I'd imagine there are confidentiality laws and certain no-no's you would need to watch out for.  But the idea of branding yourself as a smart, successful, and educated advisor and communicating that to everyone in your network can't be anything but good for a career.

The same goes with Real Estate.  I'm soon going to meet with an extremely educated business man who just started a real-estate venture.   His website looks great, if you google his name you get positive results, and he allows visitors to see pictures, information, and driving directions to each property on the market.  Once again though, I can't help but see the possibilities of social media for this individual and his recent start up. 

1.  Integrate:  While I don't think many people are on Twitter looking for houses, I believe it is a valuable network to communicate through.  Someone may click on your tweet just out of pure interest, see your site, and communicate to friends that the business has great properties.  A Facebook page could advertise your apartment and condominium rentals, where college students and newly employed individuals make up a a large market.  Sparking communication and conversation about your business is key.  Making sure the conversation is positive is what you must work towards.

2.  Inform:  This is where social media could really thrive in real estate.  I think pictures are 2009.  Videos are a must to differentiate the men from the boys.  Walk throughs with style is what I believe in.  Maybe some editing, some music, share em on your personal youtube site as well as your company site.  Also, pictures of surrounding businesses, copy on what is around and how far it all is.  Having a blog that contains articles on your experience, press releases on your company, testimonials, information on houses, and articles on why consumers should buy your properties.  First-time home buyers yearn for information, and the internet is their source.  Give them all you can give.

3.  Energize:  Give them every outlet available and influence them to make a purchase.  It's all about presenting homes in the very best possible light and making sure those that see it, communicate their excitement to friends.  Not only can well designed social networks energize buyers, it can energize everyone around them, regardless of if they are in the market for the product.


Lastly, I'm going to mention a teacher.  I'll spare you the small talk, but share a story.  A former classmate who is now a teacher created a personal website that allowed visitors to donate money for a cause.  His class wanted to disect owl pellets and (since it was an urban area public school) didn't have the budget.  He posted a blog on all of the costs associated with the project and promised to post pictures and videos of the class in action.  A few days later, he was just a few dollars short of the goal for the project.  He spread the message through networks, and the networks came through.  Now he is representing the future of teaching, and energizing those around him to contribute.

These are a few examples but I hope that it helps you realize the potential that social networks have on creating successful business ventures.  It's not just embracing them anymore; its integrating, informing, and energizing consumers through them.  It's not just for creatives and brands, it's for suits, small businesses, and those interested in creating a successful strategy for the future.

People always ask me "What is your favorite ad?"  While the answer is always changing, (currently Bud Light Lime), it's safe to say that I'll always have a sweet spot for men's personal care brands.  What do I mean by personal care?  I mean brands like Axe, Old Spice, and Mitchum.  Each one of these brands represents products for men that appeal to men therefore the obvious strategy is to advertise towards the standard target market:  men.

The new strategy I propose, with slight hesitation, is the possibility of brands creating campaigns aimed at those directly related to the target market, but not the target market itself.  If we look back at the case of Axe, Old Spice, and Mitchum, we'd be talking about a campaign directed at the target market's better half: women.

Before the negative comments start rolling in, please let me explain myself.

Let's use the Axe brand.  They make funny, sexy, dirty ads usually involving a large group of half-naked women chasing a a guy until they catch him and clean him up.  It's the Axe Effect.  Why do guys like it?  Because they get the idea that if they wash with this stuff, if they spray it on before they go out, they'll have no problem getting girls.  Trust me, I fell for it too.  We all wish it was that easy.

Axe has done a great job of winning the guys over though.  You can't open a Men's Health or Men's Fitness Magazine without flipping to a print ad and I can't help but notice the television ads during every MTV commercial break.  They've got interactive sites showing guys how to get girls, how to style your hair with their product, and how to choose a scent based on the type of girl you want to date.  What I'm getting at is:  I think guys finally get the point.
 
What can a brand do when it has already established an extremely brand loyal target market?  It can turn the market upside down!  I've came up with a proposal for Axe to put into effect.  I want you to tell me if it would be a smart idea or a waste of time and money.  It's based around the idea of "The Axe Upgrader."  It includes online, social media, interactive, mobile marketing, in-store ads, and promotional events - all marketed towards the girlfriends and mothers of the direct target market.  

Here's the campaign:

The“Axe Upgrader”

Medium:  Online Website

Description:  Interactive website that provides girls with the opportunity to turn their boys into men.  Games that provide girls the opportunity to upload their boyfriends pictures and change their hair and body styles around and email them to friends.  Tips and tricks on how to upgrade your boyfriend into a more stylish and hip guy.  Include blogs, videos, pictures and testimonials of men who have been given the Axe Upgrade.

Axe Upgrader Facebook Group : Females Only

Medium:  Social Media – Facebook

Description:  Interactive facebook group with discussion board, videos, boyfriend gallery, and advice column.  Basically a female version of the male group with over 1,350 members.

Axe Upgrader Photo Bus

Medium:  Promotional Event/Moving Marketing

Description:  An Axe Upgrader bus that would travel the country to female frequented concerts, parties, and events.  The bus would turn into a place to eat, drink, and take pictures with male models who would be endorsing the products.  Having the men take pictures with female guests and “wash and upgrade” themselves in front of the women at the various events over the course of the summer. 

Axe Online Advertisements

Medium:  Web Ads

Description:  Axe hair product ads on websites such as Perezhilton.com, Cosmopolitan.com, and other female frequented websites promoting the Axe products that can upgrade your son or your boyfriend.

Point of Purchase Ads
Medium:  In-store

Description:  Axe hair product point of purchase ads in an easily recognized and strategically designed promotional sales shelf.  Moms shopping for their sons can easily see that this is the newest, most stylish product and will try it out for their sons.

Mom’s Guide to the Axe Upgrader

Medium:  Website

Description:  The “mom-friendly” version of the Axe Upgrader website with information about the products, how they can give their sons style and confidence, and coupons and information on where to buy the products.  Ads linking to this website would be placed on banners on mom-frequented websites.

Here's the deal.

I hate shopping.  I think most guys feel the same.  We want our moms and girlfriends to buy everything for us, but we still want the best stuff out there, and usually moms and girlfriends don't know what to buy.  Do these two subgroups make up a big enough target market to make a difference or would Axe be wasting their time and money?

I want this to be bigger than just Axe, but it's tough to think of how many companies this strategy could apply to.  I mean, essentially it wouldn't be a successful solution for most brands but for Axe, I really think it works.  Could this apply to beer companies so girls know what to buy their man?  Could this apply to Bacardi and Smirnoff so guys can brush up on what to buy their girls?  I think the opportunities are pretty endless, but it's a whole new way of thinking.  

What do you guys think of my proposal?  Creating a new target market, based essentially off the opposite sex or opposite end-user.  I think it could be the next big marketing solution, but maybe I just got soap in my eyes.

Ok, so for starters, I know - I gotta work on my Photoshop skills, but for now, that's the best I got. I mean c'mon, you can't go wrong with a green background and some freshly cropped out eggs.  I mean, seriously.  The creativity is in my head, not my hands.  Sorry!

On to the good stuff though.  

So I'm sitting here looking around at some internship opportunities.  You're probably asking "why do an internship after you're out of college?"  Well, I can think of oh-so-many reasons.

1.  Get some real world experience in the industry
2.  Network with some big time names
3.  Learn from the best in the industry

What are some reasons that a company would want to take on an intern?

1.  Good press 
2.  Newest pool of talent 
3.  Cheap labor 
4.  Great coffee
5.  Fresh minds

When I think about all these benefits of being and intern and having an intern, I can't help but think of how powerful a business could be if it was comprised wholly of, well, interns.  

Here's the big idea.

Start up a company - for this example - we're using an advertising agency.  The company is going to be called "The Ad Egg." In fact, we might even go ahead and make The Ad Egg a non-profit ad agency. Well, scratch that, we'll want to make a profit somehow.  What is The Add Egg?  Why don't we just look at a possible mission statement.

"The Ad Egg's mission is to incubate the young minds of tomorrow and prepare them to hatch into industry through hands-on learning, research and development, and a virtual agency experience."

So wait, this is a pretty much school right?  No, not quite.  It's much cheaper than a school and requires more work.

Where did this idea come from you might be wondering.  Well here's the deal.  Ever since my sophomore year in college, I have been looking for an internship.  I mean, it's free labor!  How could people possibly resist.  But the problem is, they did - and they still do.  

I've got multiple bones to pick within the area of career development.  The first one lies in the fact that there is just too much darn competition out there to work with.  In college, I would apply to these internships that would have around 200 kids applying for the same position.  They narrow it down to ten, then decide on one or two lucky individuals.  I feel great knowing that I made it into two top 10's (even though I didn't get either,) but it really makes you wonder how you can be that #1 applicant.

The second bone lies in the fact that a lot of companies don't even offer internships.  I get it, it sucks to train people.  As a manager at Hollister it was my job to train the new employees.  Not only that, but I had to train the other assistant manager as well, all of which left me feeling a little pissed and a little stressed.  I mean, most of us have enough work on our own plates with no time to sit around and tell an intern how to use the company email address.  But get this - the better you train that intern, the more he/she learns and excels, the better you look as an employee and the greater chance you have of getting promoted (as the intern takes your position full-time).

So back to the idea at hand.  A company full of interns.  An agency in this case.  Why would companies use "The Ad Egg" for their next campaign?  Because they are the freshest minds in advertising.  They are cheap.  They have great coffee.  They are working harder than ever because, unlike members of big-time agencies, they don't have a paying job.  Yes that's right.  These interns don't get paid.  They are doing this all for the experience, in hopes that they will someday use what they have learned in an attempt to land a big time ad job.

Wait a second, wouldn't this hurt the existing agencies that actually charge a fee.  Yes and no.  Sure the Ad Egg would produce good material (we'd hire the best and the brightest), but agency experience would still be a huge issue.  Interns wouldn't be able to compete with the big guns and truthfully - wouldn't have the budget to either.  But the fact remains, businesses would still use the interns, because they are free and they are driven.  Our point of sale would be - to at least give us a try and if you didn't find a campaign that works, go ahead on with a big name - at least we got the experience.

This is all just a total brain spew.  But I think in this economy, investing in a place where great minds could come in, volunteer their time and effort, and work towards a greater goal would find a great home in STL.  The opportunity is endless.  If we could get companies like AB, Nestle Purina, P&G, Edward Jones, Target, Vi-Jon, and other huge companies in STL on board to help out with this business, host contests, let them play around with their next campaign, give them ideas to work on for the future, host guest speaking at the Ad Egg Headquarters - things like this - would truly help us grads.   We are stuck in this purgatory between school and a career and this could finally be our way out.

I could be speaking for myself on this one, but I would love to have a business to go to each and every day.  A place where I could gather with other recent graduates, blog, work on advertising projects, network, hear speakers, and get prepared for a future in the industry.  I think a lot of people would buy into the Ad Egg.  Heck, if we could make the building look like an Egg, I think we'd even be sending more of a message.  We'd be passionate, driven, and companies would recruit out of the Ad Egg.  It would be a great entry level path for those who don't want to work at Starbucks but haven't found their dream job.  Or heck you could even do both, but at least you'd be moving closer towards that dream job in the process.

Enough with the rant, but I want your ideas.  Would you volunteer your time with a company if you weren't getting paid?  A place where you could develop your skills and work with real companies on real campaigns.  A place to spend time preparing yourself and branding yourself for future employment? I know I would, but please, let me know your thoughts because my mind might just be a little scrambled.  

Hey guys, 

For anyone checking in, I apologize for the lack of consistant blog posts.  I've been doing some traveling here lately starting out in Cape Girardeau, MO, heading West to Fulton, MO then catching a plane to Fort Worth, TX to spend some time with my girlfriend.  This blog will continue to be my main priority as I plan to write more op-ed style pieces on my job search, job thoughts, and industry ideas.

If you haven't noticed yet, I do have another blog up and running called "The Daily Interest."  It's more of an entertainment-driven site with my favorite ads, movie trailers, and internet videos.  I'll also be posting some industry news on that blog as well.  The reason I decided to make this site was so that I could keep this as more of an intellectual portfolio.  I'm working on some powerpoint presentations that I plan on embedding into this site as well as some educational articles that I have been spending some time on.  I also got a book review that I plan on posting here soon.

A lot of stuff in the works. but the main priority is finding a job.  I'm building a brand, but it won't be much use if I don't find an outlet to use it.  I'll keep you posted here, but thank you for checking in.  Lots of exciting stuff to come and I'm glad you guys want to be a part of it.

For now, head over to The Daily Interest at:
www.buffsdailyinterest.blogspot.com

Follow me on twitter for all blog updates at:
www.twitter.com/mbuffa

 I just recently read a few articles on marketing strategy and what it takes for a small business to succeed in an unstable market.   Author and Duct Tape Marketing blogger, Don Fulano, states,

 “An effective marketing strategy requires understanding who you are, choosing to be different than everyone else, and committing to one simple way of doing, acting and creating – to the exclusion of all other ways of doing, acting, and creating.


While this may sound easy, in truth, it can be a very daunting task.  In this blog, I want to apply this scenario to self-branding, self-marketing, and self-selling, and the importance of strategy in job searching.

In traditional terms, advertising and marketing was thought of as a way to deliver a message.  I find that in today’s society, marketing is not about delivering the message; rather it is about finding a way to connect with consumers.  Going along with this, I would argue that searching for a job isn’t about delivering a message; rather it’s about finding a way to connect with an employer, hit a nerve, pull a string, or make a mark.  It’s all about a strategy, understanding who you are, where your strengths lie, and choosing to differentiate yourself from the masses.  

Right now I am in the stage that I like to call “connection planning.”  I’m educating myself on the industry I want to enter, what it takes to succeed, and what to expect from the future.  I’m learning about who I need to contact, what I need to send, and who the companies are looking to hire.  I’m branding myself as a student, a learner, a writer, a self-starter, a leader, and a young professional looking for a shot at greatness.  

I’m also in the stage that I like to call “media planning” or in some cases, “media execution.”  I’m choosing my mediums of delivery in ways that cater to the direct message I want to deliver.  I’m using social networks Twitter and Facebook to convey my personal brand to friends, enemies, and acquaintances.  I’m using Linkedin to connect on a professional level with students, colleagues, and company representatives.  I’m using Blogger and Weebly to blog my insights, ideas, and opinions, and to remain “intheknow” on the marketing industry.  It’s great practice at strategic execution at the most basic level, and I think it has prepared me in ways that will benefit me when dealing with a small business, big brand, or self-startup.


Overall, I believe there are 3 things we must ask ourselves when looking for a career.

What business do we want to be in?

Who are the employers we would want to work for?

What traits do these employers value in new hires?

If you can successfully answer all these questions, and create a personal brand to connect to this career, chances are things will work out.

Don’t take it from me, I’m still on the search, but I’m working hard at making things happen, and I'm confidant that things will work out.

How did you guys find jobs?  How are you working on finding them?  Any hints, tips, tricks, or advice you might have would be great.  Am I working too hard at not working or is this the price you pay to live in the “Internet Age?” 

Below is a video that explains why I am such an advocate of social media and the impact it can have on a career, business, or brand.  It’s long, but you can get the gist after about 2 minutes.  I think it will give you that “Wow” effect it gave me.

...Creative Thinker
...Hard Worker
...Self Starter
...Brand Liberator
...Idea Generator

I'm working on a few things right now that are pretty cool.  For starters, I'm narrowing the scope of this blog just a little bit.  I'm still keeping the same basic layout, but I'm shooting to make it a little more "my own."  What do I mean?  Well, for starters, I'm making the design a little more personal.  The image above is the first logo I was working with.  No longer is the site going to be known as "The.Good.Life."  "In the Know Advertising" is one idea that I am working with.  The simple design above needs to be re-worked, but it might be kinda cool for a basic logo.

This is the next design I was working with.  Same name, different design.  More abstract, creative, and weird - all things I am proud of.  The colors need to be reworked a little bit, but overall, I think it's pretty cool.  It could even be used as a basic template for a business card - take anyone who works at the company, put their head in the template, and Voila!

Lastly, I'm working with, "The Ad Egg."  A blog where ideas hatch.  Haha.  Cheesy as hell I know, but I think it's pretty cool.  Above is an image I put together that could be a logo for the site.  Basically, I want something that people will start reading and taking note of, and The Ad Egg or Intheknow Advertising are both pretty attention-grabbing and "out-there."  Two things I need to take this blog to the next level.


Let me know what you think in the comments.

I’ve never been that great at networking.  That’s probably not exactly what you wanted to hear after you’ve stumbled across the headline promising you expert advice on how to master the art, but hey, at least I’m being honest.  Expert or not, this blog is about my insights, ideas, and opinions on networking and the role it plays in achieving success in today’s economy.  

I think that a lot of us are in the same boat right now.  The way I like to describe my current situation is by saying, “I’m working hard at not working”.  What do I mean by this?  Well, my philosophy on unemployment stands the same, “Searching for a job is, in and of itself, a full time job.”  In fact, I think I’m working harder now, even though I’m not working, than I have in the past few months of my life.  Confused yet?  Yea, me too.  

I came across an article in the St. Louis Post Dispatch that claims networking is now the number one most effective way to land a job.  In a study done by Chicago based outplacement company Challenger, Gray, and Christmas, a study of over 100 human resource professionals provided the not-so-shocking result that networking and the use of social media platforms such as Linkedin, Facebook, and Twitter are now the most useful and effective ways to get your foot in the door.  

To me this wasn’t so surprising.  In fact, this was just statistical evidence of what I had already imagined to be true.  So where’s the problem?  Well, let’s just say that it takes a lot of work to successfully network, especially in a what I call a “not-so-stimulating society.”  

In college I really started to understand the importance of networking.  A fellow student, fraternity brother, and a mentor taught me early on in my sophomore year about the importance of getting involved, finding a niche, and the importance of branding yourself as a leader.  With this knowledge, I took it upon myself to get involved, hold leadership positions, and establish connections with the many influential people around me.   

What I took away most from this college experience is the idea of a simple leap of faith and the importance of taking a chance. When it comes to networking, the number one complaint I have is the unwillingness for people to lend a helping hand.  But then again, the contradiction to this predicament remains; why should it be someone else’s responsibility to find me a job?   

See the idea behind networking is this: to develop contacts or exchange information with others in an informal network, as to further a career (Websters).  It’s not forcing someone to get you a job or asking for a personal favor; but it is exchanging information in hopes that you will be given an opportunity based on your credentials.  So what ways have I been exchanging information?  I’ve outlined them below:  

Word-of-Mouth Anyone in the world of marketing knows the importance of word-of-mouth.  It is the number one factor in consumer decision-making, and it is also the number one influencer the hiring process.  All of my friends now know that I am searching for a job.  They know what I am interested in and where I see myself being successful and they keep their eyes open for any opportunities that my come up.   

Case in point:  After mentioning being unhappy at my job and telling one of my buddies I was looking into advertising, I awoke the next day to an email outlining the creative agencies that he had been working with at Anhauser Busch.   

Social Networks Here’s where the majority of the work comes into play.  Branding yourself effectively through social networks is one of the hardest tricks in the book.  Even successful Fortune 500 companies are struggling to create a unified brand image across all social media platforms.  The websites that I find to be most effective are Facebook, Twitter, Linkedin, and Monster, but in order to truly benefit from each of the respective sites, it is important to create a universal identity with a consistent message about the type of person you are the type of person you want others to see you as. 

Case in point:  After starting this blog back in June, I used Facebook and Twitter to promote what I was writing throughout my networks.  I went from having three visitors daily to around 150+ within one day.  This was possible because the message was sent to a network of over 800 people, a powerful marketing tool at each and every person’s disposal. The one thing to remember is that any message, larger or small, can be seen by many. 

Blogs The concept of the blog has really kicked into high gear lately.  I myself have about 30 blogs that I have dedicated myself to reading, and I am always looking out for new ones that interest me.  A blog is an easy way to market yourself, and an automatic advantage if you’re looking for a job that requires writing skills or web 2.0 skills.  It shows you’re in-tune with today’s methods of communication and acts as an intermediate resume of sorts, allowing individuals to see who you are, what you interested in, and what you want to do with you’re life.  I strongly stand by this blog, regardless of if anyone reads it, and I feel a strong sense of accomplishment with each and every post.   

Truthfully, managing myself right now is a full-time job.  Finding job positions, writing cover letters, making phone calls, and staying organized in a never-ending process.  Networking allows you to know that even when you’re not working, there is work being done.  There is someone talking about your resume, there is someone looking out for you with a job, there is someone reading your blog, or there is someone recommending your name.  There aren’t a ton of people out there willing to lend a helping hand, but when you work hard at establishing your contacts, work hard at being pleasantly persistent (but not a pest), and work hard at showing your utmost appreciation, things are bound to turn up.   

In closing, I hope this has given you some incentive to go out there and find yourself.  It may not be easy, but if you’re not working, like me, it may be a good time to start networking and finding new ways to be successful in this not-so-stimulating economy. Please feel free to share your stories, successes, tips, tricks, and insights, or opinions on this topic.  I’m always looking for a helping hand.  

AT&T has a hit on their hands.... literally.  The "Hand Art" ads, developed by New York based BBDO, have apparently been a huge success from a brand awareness standpoint.  The Magazine Publishers of America have recently announced the "Hand" campaign as America's Favorite Magazine Ad. AT&T has decided to move forward on a few more print ads for the future, so keep your eyes peeled in the upcoming issues of all your favorite magazines.


Here's some more in case you haven't seen the ads.