The.Good.Life

I've got a series of advertisements that I've made over the past few years hidden away on my hard drive that I've decided to share with you guys every once in a while.  This is one that I did for an internship application that dealt with an assignment based around Subway. 

The goal of the assignment was to create a print, television, and radio ad that would increase Subway's weekend sales.  The commercial I decided to make was a media hybrid.  The long version (shown below) would be the version shown online and at movie theaters.  It is a simple slideshow of everyday people interacting in everyday situations.  A shorter version could be crafted for television and (if the budget was there) would be shot using video rather than still frames.  Why do I think the movie theater is the most important aspect of this campaign - because tons of parents take thier children to see movies over the weekend and this would drive home the message.  On top of that, people going to movies on Friday and Saturday will be reminded of a smart option for the rest of the weekend. 

I decided to take the emotional approach to this ad as well, to keep things family oriented and to appeal to families who do get together and live a healthy lifestyle.  Now, I'm just rambling, but I'll let the ad speak for itself.

Fresh enough for Subway or far too stale?  Let me know in the comments.

So the job search has just begun.  My days in retail management are over and now it's time to focus on planning for the next chapter of my life. What's it going to be?  I'm not sure.  But before it even begins, there's one thing I need someone to help answer:  Where can we, fresh college graduates, get the experience needed to get our foot in the door of an industry whose doors don't seem to want to open.

As I sit here in Bread Co., coffee in hand, I cringe at each and every job I come across online.  Minimum 2-5 years agency experience, minimum 4 years marketing experience with one of our brands, at least 2 years promotions experience in one of our product lines.  The list goes on and on.  The concept I struggle with is this:  As fresh college graduates, we obviously lack experience with a company's promotions department or marketing department or even a company's product line - but what we lack in experience, can we not make up for in passion, willingness to learn, and self-confidence and knowledge?

For anyone who knows me personally, you'll know I'm not a cocky guy (despite the anonymous individual that replied to my first Big Idea Blog).  I believe in confidence, the power of looking good and feeling good, and the importance of a fresh, creative mind.  Obviously, we are the new guys, the young guns.  What we lack in real-world experience, we make up for in desire to learn and desire to work.  At this point in my life I'm willing to be at the bottom of the barrel, but more importantly, I'm willing to step up to the plate, and do everything necessary to make an impact within a company.

A good solution I've tried to come up with is based loosely of the Harley Davidson Motorcycle Company in combination with the concept of high-def television.  It's a proposal that not only focuses on the highly successful strategy Harley Davidson used to increase market share in the 2000's, but also on the idea of a high-def solution for future businesses.  For now, let's call it the HD Proposal.  

In the early 2000's, Harley Davidson  faced an uphill battle as more competitors entered into the motorcycle industry.  The average age of Harley owners was 37-45.  The brand was traditional, brand-selective, and for the most part, dominated by a sea of older, more knowledgeable consumers.  Was this a good thing?  Sure.  But could the company gain from finding a new target market?  That was their experiment.  

In an attempt to reach a new target market they decided on a new strategy.  The goals were ambitious and included three main objectives: 1.  Reach new prospects. 2. Break down barriers to purchase.  3.  Generate leads to develop new, younger customer base.  Let's take a look at each of these goals and how they relate to my HD Proposal for businesses.

1.  To Reach New Prospects
  In this day and age, at the most basic level, what is the advantage of new employees?  New networks.  In advertising specifically, a new employee means the possibility of new clients, new accounts, new business, new ideas, and new potential in all areas of business.  Obviously, current clients are the priority in most companies, but what does it take to keep a business thriving in the future - new business and new interest in the success of the company.  

2.  Break Down Barriers to Purchase
  While in the case of Harley Davidson's strategy in 2001, the barriers to purchase were fundamentally price and brand misconception, the barriers I want to talk about in my HD Proposal are the barriers to entry within a company's HR department.  Listen, I'm not saying that a company should hire anyone and everyone, and I am a firm believer in an extensive and highly selective hiring process, but if the barriers to entry were broken down at the most basic level, I think companies could benefit from a hidden pool of talent that they might be missing out on. For example, take a chance on an account supervisor.  Throw out the 2 years minimum agency experience and take on a new prospect.  Throw out the 4 years management experience and allow individuals who show leadership skills from college to have a crack at the industry.  Maybe this is happening, but from what I'm seeing now, there are little to no positions available without at least some form of 'real-world, 'post-college', job-related experience.

3.  Generate leads to develop a new, younger client base.  
  Here's the part where I'm going to take a stab at the boomers for a second.  Trust me, it's only because I'm the new guy, and I'm a little jealous of their power and position within the realms of business.  For starters, I won't even try to argue about experience.  They've been around for years, worked harder, played harder, and brought with them knowledge that I am still learning each and every day.  So what point am I going to argue?  The fact that they can be a little stuck in their ways.  Without getting too in depth, things are changing.  New technologies, new businesses, and a new consumers are paving the way for the future generations.  Who knows this generation the best?  We do.  Who is best suited to appeal to this base, to generate leads on this new target audience, and create effective business solutions towards this generation?  We are. 

The rant is over, but I do hope companies are investing in ideas such as this.  Maybe it's not the right time or maybe it's just not the right solution, but I can provide strong argument that it is a very bright idea for the future success of businesses.  If I was starting my own business, would I feel more comfortable in the hands of the knowledgeable veterans or would I be more comfortable dealing with the creative, risk-taking young guns?  That's the question many young entrepreneurs are asking themselves.  I think I've made my answer pretty obvious, but I'd love to hear from you.

Hey guys, thanks for stopping by.  Charter internet is down and out and I'm left struggling to stay in touch.  I'll be at Borders all day tomorrow blogging away so be sure to check back for some interesting activity.

I've been spending a lot of time trying to figure out what I want to do next.  While my future is still up in the air, there is one thing I can be sure of:  I want to be involved with the marketing/advertising industry.  

I know, I know, a ton of people want to be in advertising.  What does it take? For starters, it takes extreme creativity and a passion for developing a brand.  While I have the creativity up here (points to head), I don't have the creativity here (lays out hands), so what have I decided?  I'm looking to be an account guy, a salesman of sorts.  What do I want to sell?  A product, a service, an idea, and a brand.  How do I plan on selling this?  Through an analogy that popped into my head just a few days ago, something I'm tentatively titling (and awaiting suggestions on), called the "Marco Polo Plan" an the "Sharks and Minnows Solution."  Just a little something fun to think about next time you're out back at the pool.

In advertising, the two most effective ways of reaching an audience are communicating directly with them or letting them come directly to you.  More or less the push and pull methods.  Which is more effective?  It all depends on the planning and execution, but it's safe to say that each are very reliable in terms of reaching an audience.  

The first plan I'd like to talk about is based loosely off the popular swimming pool game Marco Polo.  Why am I resorting to children's pool games to get my point across?  Because everyone knows it, it's a simple concept, and it describes exactly what a company wants to hear in terms of results.  Where am I going with this?  Let's look at the game at its most basic level.  


There is one player, Marco, who is unable to see anyone else in the pool.  There are then numerous other players, Polos. who hide amongst themselves in the pool.  The catch?  Each time Marco states his name, the other individuals must reveal there location by stating Polo.  Enough of the history lesson - how does this relate to advertising?  There are so many companies out their without a brand identity.  Their target audience is out there, revealing their locations, and still they cannot seem to find them.  I want to help companies make sure that they never have to be Marco again.  It's the simplest push method around.  Find their target market, where they spend money, where they shop, where they network, what websites they visit, etc, and put them in direct contact with them through targeted campaigns and promotions.  No longer shoud companies swim blindly through the water asking for signs of life- take your blinders off, get out there, and make your presence known.

Never heard of Marco Polo or just don't like the idea of the MPP?  Well let's try the pull method, based off the other popular swimming pool game, "Sharks & Minnows."  This one might be a little less popular, but the basics are still there.  One individual, the shark, stands outside the water while the other individuals, the minnows, try and swim across the pool without making a splash.  When the shark hears a splash, he/she is then allowed to jump in the pool in an attempt to tag a minnow.  No one wants to be a shark, but in case, you should be willing to take a risk.  Advertising says, make a splash, let the consumer come to you.  Just being a small fish, flying under the radar, doesn't work for businesses.  In this case, the shark is the consumer.  He/she is waiting to be shaken or stirred.  Advertising makes it possible to reach the consumer, communicate knowledge, and allow the user to act upon his or her discretions.  I want to be the one who makes it possible for small businesses to be heard, and I want to be responsible for creating the splash that gets the sharks biting.  
Let me know what you think about the Marco Polo Plan and the Sharks and Minnows Solution.  Pitch it to the clients or pitch it in the trash?  You be the judge.  Either way, this should hit home with a few and give you a little something to think about next time you hear the kids in the pool.

I'm taking a day off to get some work done and write a blog on how Advertising relates to summer swimming pool games.  Sound weird?  It is, but I think it'll offer a great analogy for how advertising can affect big and small businesses.  In the mean time, I'll leave you with  a link to a good friend of mines new website, DJ Haze Phenomenon.  He's a radio personality and a free agent looking for his next stop in the industry.  Check out his aircheck and videos.  Very talented guy who's held the #1 spot in STL on Z107.7. 

Haze Phenomenon
http://web.me.com/hazeontheradio/hazeontheradio/Welcome.html



See ya'll back here tomorrow.

Short on time but want to share this video with you.  An advertisement at a restaurant in Germany.  The freshest fish you'll find.  Pretty ingenious to me.  Affordable, interesting, and attention-grabbing.  I don't like fish, but I'd at least take a picture.  

So there's been much debate about Twitter and whether or not it's the new fad or the next step in social networking.  For those of you who don't know, Twitter describes itself as a social network that asks "What are you doing?" in 140 characters or less.  Now for your everyday person, Twitter usually consists of a post such as "Laying out by the pool" or "Watching the Cardinals destroy the Pirates", however, companies are finding ways to reach consumers on a whole new level by using Twitter to communicate promotions, news stories, press releases, and brand-driven message to any individual who wants to follow them.  

Pizza Hut has decided to do something that I think is pretty cool.  Wether or not it is worth the money, worth the time, or effective from the companies marketing standpoint is still being determined,  but they have hired what they call a "Twintern" - an intern whose sole job is to communicate brand messages across Twitter and increase interest in the company through the newest form of social media.  What does her job consist of?  Tweeting, growing Pizza Hut's followers list, building interest in the company, planning events to advertise on Twitter, and holding conversations with the brand's loyal followers.  In an interview with ad week, Pizza Hut's Twintern states, "Brands want to be where their consumers are, and where those consumers are having a conversation. You definitely want to be a part of that so you can contribute more. If your consumers are all on Twitter, why wouldn't you join in? That's Pizza Hut's philosophy."

From a marketing standpoint, I like this idea.  Do I think it is a full-time job?  I'm not so sure.  But do I wish more companies would take a leap of faith and enter into these new forms of social media?  Most definitely.   Being a recent college graduate and someone who considers myself deeply immersed in social media and web 2.0, I think these are the challenges and tasks that are generation will be industry leaders in.  For me, it is inspiring to see a company such as Pizza Hut, taking part in these new forms of technology and putting faith in the hands of the younger generation to take the company to the next level.  I know I'll be following along to see where this idea takes them.

In closing, I want to know what you think of the Twintern posistion?  Stupid name, unnecessary expense, or strike of genius?  Leave your comments in the replies.

Over the past few weeks a lot of visitors have came across this site/blog.  What do I mean by a lot?  Well, about a 120 people came by just yesterday, a number which, by my standards, seems pretty high for a blog about...well...let's see here - stuff?

A lot of people wander in here and I'm unsure if they truly get the idea behind this blog.  Why do I get this feeling?  Because the more I read, research, write, and re-word; the more I feel like I'm struggling to find a purpose with this blog.  With that, I wanted to take some time to actually describe what this blog should be about, what I'm trying to accomplish, and what will probably, more than likely, be included as blog topics from here on out.

The site is, at its core, an online portfolio.  As it says in my bio, I love movies, music, and pop culture.  I'm a brand driven consumer, a marketing major, and an (m)ad man at heart, and I want to express my ideas, insights, and opinions on all the things that interest me.  

The most important thing I want to get out of this blog is knowledge on all the creative processes ad agencies go through in order to convey messages to consumers.  By studying different mediums, new technologies, and the creative concepts behind today's most innovative advertisements and conveying their message to you, I will not only be staying up to date on the industry myself, but spreading the message to you, the readers, as well.

I also plan on adding some spice to the mix by throwing in movie previews, music reviews, blogs on my favorite products (grooming, tech, or fashion) in an effort inform people about what I'm currently interested in.  Everyone has their interests.  Some people check ESPN, others check Perez Hilten, CBS, or CNN.  My favorites are entertainment, fashion, fitness, technology, movie, music, or marketing stories.  I want people to come to this site, take a look at what I have to say, and make a judgement on whether or not the topics interest them enough to come around again.  


I have one more week at my current job, then it's on to the next step.  What is the next step?  It's an experiment I'll be working on.  Right now I'm calling  it a research project, a job search, a marketing ploy, or a waste of time.  I'm fighting against the latter.  Whatever it ends up being, I plan on keeping you in the loop on this blog.  I'll have more time on my hands, and I'll be shooting for blog updates every day, or as often as possible.  I'm not for everyone, and I don't expect everyone to love my blog, but I do have a passion, I think I have a point, and I'd love for you to stick around.

Augmented reality is on the horizon.  What is augmented reality you ask? Let's look at the first word: augmented.  Augmented means improved, additional, or multiplied.  Add the word reality, and we're looking at improved reality with multiple dimensions.  Where are we seeing this most today?  Movies.  3D movies are the simplest form of augmented reality.  They make you think that you are immersed in the film, experiencing things in front of you, around you, and behind you.  While 3D movies are pushing the film industry in new directions, I think the use of augmented reality in advertising is what is really going to change the lives of consumers in the future. 

My first introduction to augmented reality in advertising came about a month ago.  One of my favorite bands, Blink 182, teamed up with Frito Lay to create a brand awareness campaign for a new flavor of Doritos.  What's the catch?  If you buy a bag of the Doritos before a certain date you will get a ticket in your bag.  With this ticket you can go to a website at a certain time on a certain date, scan the ticket through your webcam, and enter into an exclusive concert venue featuring a live performance from Blink 182.  How did this work?  With mixed results. 

I did go purchase a bag of Doritos and got my ticket.  The night of the concert, I scanned the ticket, got into the online venue, and watched the performance.  It was pretty cool actually scanning the ticket and feeling like I was seeing an exclusive performance.  The concert itself however, didn't deliver much reality at all.  Hunter Hidman, creative director behind the promotion stated, "The experience literally explodes out of the bag onto your screen."  While that was true (the screen was a Doritos bag, and it ripped open to have the band playing) it wasn't as explosive as I'd thought.  My ideas for improvement?  Still working on them.  But this is just the beginning and companies are starting to find new and innovative ways to approach this idea of augmented reality. 

The newest company to hop on the AR campaign is Best Buy.  What are they doing to break the barrier?  Offering 3D Weekly Advertising promotions through a specialized website that uses your computer's webcam to create virtual 360 degree images that rotate before your eyes.  How does this work?  To be honest, I haven’t tried it yet.  Do I think it's a good idea?  I'm on the bubble.  The website (http://www.bestbuyin3d.com/) makes it look pretty cool, but truthfully, I don't think were in the technological age yet where people won't leave their homes to go look at products in stores.  Seeing an image from an ad in 3D is very interesting, but it still lacks the reality of seeing the product in-store.  I think that it's a step in the right direction but it's not 100% there  just yet. 

Best Buy isn't stopping there.  Their next step in breaking the barrier between the company and the consumer is offering a new Twitter based service they call Twelp Force.  While I get the play-on-words (Twitter+Help = Twelp) I don't know how this is going to take off.  It's a Twitter page managed by technological experts who answer tech questions via Twitter 24/7.  I understand the concept, appreciate the simplicity, but am still unsure whether I think Twitter is a good platform for tech questions.  With questions and answers restricted to 140 characters, I like the idea of short and simple, but find it hard to believe that most questions can be handled as such.  Once again however, I don't see many other companies offering a Twitter based solution service, so my props to you Best Buy.   

The point of this post is this:  Think outside the box.  In fact, think outside the circle, because in today's world I think everyone is connected in ways more reminiscent of a circle than a square.  What can companies do in the future with a webcam and a computer?  What product or service can you offer your clients via Twitter? What promotion could serve as the next driving force for your brand's identity?  It's these new technologies that are paving the way for the next generation of consumers, and it is up to us to find new and exciting ways to communicate our messages to them.   

Check out more on the Doritos and Best Buy campaigns here:http://www.wired.com/underwire/2009/07/blink-182-rocks-augmented-reality-show-in-doritos-bag/ 
http://www.bestbuyin3d.com/