CM Access

Lately there’s been a lot of discussion about how video (viral or otherwise) is being integrated into marketing campaigns, and our online life in general.

I certainly love that with broadband, I can watch TV shows at any time I’d like, rather than having to commit my life to a network’s whims. I love that I can iChat with my sister across the country, in real time. And I know several people who are really getting into video e-mailing, with programs like HelloWorld making it easier than ever. And places like VidRez offer video resumes for anyone.

I’m not sure I’m ready to lose the certain amount of privacy that written communication still affords us. Most of us have never been on TV, let alone written, directed, and starred in our video.

But for video being integrated into marketing campaigns, it needs to get to a better place than the YouTube-platform, user-generated SuperBowl competitions. And now it’s getting into politics, with YouTube partnering with Senator McCain’s campaign.

Is it useful? Is it effective? Are consumers really being more inspired to recognize brands, or urged to make a purchase, based on a video they saw on YouTube?

I’m sure the debate will go on, and I’m hardly qualified to stage it, but the variety of uses for video sharing is a very interesting case. I think the more effective uses of video are not the general mish-mash that can be sorted through on the generic site, but instead how it’s integrated into a larger strategy, placed specifically on certain areas of a webpage, and used in conjunction with other tactics. And there’s also a big difference between a 3 minute video that someone seeks out, and an integrated Flash video within a superior, dynamic website.

I’d have to say this is my current favorite: effective use of entertaining video, in so much as it reaches consumers on a higher level. The Renegade Marketing group is really working toward the successful side of using video. Would love to hear what you think!

And while I’d love to support the effort of Southern New England chapter of the American Marketing Association made to work in the new media space, I’m not sure the value or effectiveness of this youtube video“>video quite hits the mark.

And videopodcasting is another topic of note. Not a podcaster myself, I haven’t quite the perspective to comment, but with the iPod capabilities to carry video, it seems to be a natural evolution of the popular subscription and personalization abilities we now have at our fingertips. And from what little I know, this guy gets it. (Though, is there anything Robert Scoble doesn’t get?)

It’ll be fascinating to see how video evolves as our use of the internet, instant communication, and marketing tactics adapt. If nothing else, we’re all going to be a lot tougher critics because the content of new pieces will need to consistently surpass all others for creativity and concept.

Technorati Tags: viral video, HelloWorld, ScobleShow, YouTube, video, Renegade Marketing, iChat, Flash, MenWithCramps, video resumes, VidRez

So I get this email from Chris Penn, and I thought “why am I getting a reminder email about something I never heard of in the first place?”

I click on the embedded link, like ya’ do, and within seconds I find out about something really cool: Bumrush The Charts. It’s basically a way to effect change against the corporate music entities by showing that through new technology, they no longer will have the power to tell fans what is popular and what isn’t. While this pretty lady says it pretty well, it’s actually a pretty significant concept.

I surely will be forking up the 99 cents for an iTunes song by the band Black Lab, and not because I’m rolling in the dough either. I have a lot of friends who are very talented musicians hoping to one day be signed by a big record label just so others can hear their music, and I don’t like the system they’re trying to navigate. As Seth Godin would say, “it’s broken.”

So come on, 99 cents for a song and a little good deed. Plus, they’re donating the money to college scholarships.

Technorati Tags: bumrush the charts, iTunes, Black Lab, new media, social marketing, good deeds

Make sure it’s worth your time! We all know we should be attending events for the Marketing Association, for the Ad Club, for the Business Leaders Consortium, for the Sandwich Artist’s Union…[oh! Sorry, that was a former life…but you know what I mean!]

And from experience, I can tell you, I KNOW how awful they can be sometimes! Doesn’t this sound familiar?

…I’ve been there.

And before you get all “here comes another plug for her own projects” let me preface this with the absolute truth that I only promote things I strongly believe in. Honest. And I believe that the awards ceremonies that many creative professional associations hold in the springtime are some of the best networking events of the whole year! They recognize successful people and companies, typically a great turn out, and while more expensive-you get better quality!

These types of events typically draw a lot of local support from companies and agencies, too. Not only are great people recognized, but sponsors are in attendance to associate their company with those successful award winners! It’s a great way to meet the right people.

The Philly American Marketing Association is re-launching their recognition program for excellence in marketing with the Marketer of the Year. This year, the SVP of Comcast! Marvin Davis is the keynote speaker. That alone is enough reason to go, don’t you think? But even if you don’t get to talk to Mr. Davis, his colleagues and competition will be there, too!

And I could start another whole entry encouraging you to encourage your agency or department to consider submitting for any of these competitions. These are those things that make your resume stand a bit taller than the rest of the pile: “2007 Marketer of the Year recipient.” What do you have to lose, but a few minutes filling out the forms!? You’ve already done the work for your client, now get recognized by your peers!

::whew:: I can be long-winded, I know…but it’s true!

More info about the Marketer of the Year is at the PAMA website. (or through me!)

Technorati Tags: Philadelphia American Marketing Association, PAMA, Ad Club, awards, recognition, Comcast, Marvin Davis

I have to admit I’m a bit embarassed. I thought I came up with an idea on my own, but have recently discovered that I’m far from the first person to come up with this idea. I guess there’s something to be said for “no ideas are new anymore”.

I thought I discovered a correlation between the job search and the marketing/sales process. And while I still believe it to be the best way to approach the situation–applying the principles of marketing to yourself as the product–it turns out someone has already done a great job of telling you how. [Ok, I admit that it’s silly to think I’m the first to have come up with the idea.]

I mentioned it just the other day, that I’ve started reading this book called “How to Land Your Dream Job” but now that I’ve gotten further into it, I’m able to truthfully proclaim it’s greatness! Yes, I’m still bummed that I didn’t think of it myself, but this book is a great guide to how to apply marketing principles and the sales process to your job search. Highlights include:

–glossary of sales terms and how they apply to the job search
–easy to read style and short chapters make it easily digestible
–motivation to be creative in your search: you may not be a salesperson or a marketer, but you’ll learn quickly how necessary those skills are for success in your job search.

I could go into more detail but I won’t for the sake of redundancy. It’s already here and in this book! Jeffrey J. Fox knows what he’s talking about, so no need to restate it!

In related news, part 2 of my conversation with Chris Penn of the Financial Aid Podcast is up today. It’s the section that talks about resumes, cover letters, Linked In and how to approach the search more from a marketing perspective. Thought it was appropriate for emphasis on the “MarketingMe” side of the job search.

Technorati Tags: MarketingMe, LinkedIn, Financial Aid Podcast, Jeffrey J. Fox

This link was shared with me by Mike Padilla, a guy who knows a TON about the usability and information architecture space of the web world.

He was designing and setting up an online portfolio for his brothers who are industrial design grads looking for employment. Their realization that a normal resume just wont cut it is the exact point I’ve been trying to make for creative industry job seekers–you’re not black and white, formulated with grids and lines and bullets! And while the resume format should remain close to what is expected (you need your name and contact info, an objective, etc), try to think of a new way to highlight your skillset, your personality, and your goals (insert new media gimmick here).

These guys have a site that is incredibly visually appealing: isn’t that the point for someone who designs for function and form?

Their site has a specific focus: they’re runners, they design shoes, and test them because they are the perfect subjects–they use their own products. (This is their unique selling proposition, what sets them apart from their competition).

Thanks in part to their big brother, their site is visually, audibly, and textually interesting, and it’d be hard not to be left with a great impression after spending a few moments learning about them from that page. And the clean and descriptive domain name is very helpful, too. Who wouldn’t be curious about “carbonrubber.com”?

Only suggestion I have is–if both brothers are seeking work, maybe a bit more differentiation would be helpful, since they are two unique individuals. While they share the same passions and goals, and very similar experiences, they could still benefit from a few more details about how they aren’t the same person.

My family and friends will tell you that I am not content for things to be simple or easy. I can’t watch television passively. I tend to enjoy movies that have some sort of message, or discussion, even if I have to make it up (”But did you notice the buttons on all of the characters’ shirts? What was the costume designer trying to say with that detail??”).

And best of all–I LOVE to watch commercials.

My current faves are (of course) the Geico cavemen (the actor is the guy on the new TBS sitcom 10 Items or Less), those incomprehensible Skittles commercials, and pretty much any that make you say “whaaaaa?!”

This is one reason I’m very much looking forward to the Philly AMA’s Super Bowl Smackdown event on Feb 7th (yes, I’m plugging it). This is the best event of the year (except I really enjoyed 21st Century Marketing with Jeff Greene of Gold-Group) where marketers and advertisers gorge on Dave and Buster’s amazing mini-hamburgers and debate the success and entertainment value of the top commercials aired during the big game!

I saw this post at the Church of the Customer, and thought about how this facet of advertising might make it into the discussion. Jackie makes a great point about how, if the winning ideas are then turned over to ad agencies to produce the spot, then what’s the point? Free labor?

Technorati Tags: Superbowl, Smack Down, American Marketing Association, PAMA, commericials, Church of the Customer, consumer-generated

I will not comment on, or request insight about, or opinions regarding the latest product announcement from a certain technology company named after a fruit.

While it’s a fascinating study of blogger-hype and buzz, it is what my friend Robert called “expectation marketing” (see word of mouth marketing, including buzz and viral…) because by not giving any solid information about the product, what’s actually being advertised–and blogged the hell out of–is the expected product.

As Robert explains, with the product likely still being in early stages of development, this corporation, by leaking the idea to a very well-connected network, the world (well, blogosphere) soon becomes the focus group. Through this, the product itself can continually be adjusted as needed. (this is probably precisely what is blogged about elsewhere)

My point is: It will be uber-expensive until everyone has one and then, why would you want it anyway? Because soon after the price drops from $499 to $49.99, something better will be launched, probably by the same corporation, and with even more expectation of the way it will change how we communicate with one another on a global level…

[oh crap, I talked about it anyway!]

Penelope has said it, The Hiring Revolution people have said it, The ItzBig Blog knows it, and I’m going to say it again: you really really shouldn’t cop-out with the holidays as a time to take a break from your job search.

Of course, breaks are necessary–to regroup, re-energize, refocus. I’m not recommending you go blind from staring at Monster.com or that you call so many hiring managers that all HR contacts avoid you like the plague.

I’m simply recommending that you don’t put off until 2007 what you can get wrapped up in 2006! Don’t fall into the same old excuses: “no one will get back to me” or “everyone is on vacation” or “I’m too busy”. If it’s really important to you, make the time.

Being a creative professional, you know that this is a key time of year for standing out: you could do your own self-marketing campaign with a special twist. Take hiring managers warm mugs of cocoa instead of sending an email. Cut your resume into a paper snowflake to get attention! (I’d include a business card and follow up with a pristine and complete copy the next day!) Here are some other creative ideas about marketing yourself.

That’s what the season is about for everyone–memories. So make your job search efforts memorable. Then, even if you don’t have anything hit before Dec 31st because of people’s schedules, at least when they’re feeling the pressure from their boss about filling the job, they’ll remember that thoughtful and generous efforts you took the time to make!

And if you’re looking for ideas, ask me or another CM Access career advocate–we’re creative professionals too!

Technorati Tags: job search, holiday, cop-out, excuses, timing, creative approaches, marketing campaign

If you don’t know where that quote is from, you must be too young. (I can’t believe I said that, but having just celebrated my birthday I guess references to aging are inevitable.)

I bring it up because there’s been some buzz recently about the TVLand list of 100 Greatest Catch Phrases and TV quotes. The list is making a lot of people reminisce about their favorite shows, and about how pervasive much of television language is in today’s vernacular.

But the list is incomplete. I can’t say this is my idea, I heard it on the radio on my way in this morning. But I wondered what other very influential quotes and phrases might not have been included, and I wondered, “why?”

Here’s some that are included:

And some that I think should have been:

Oh and I just found these two here

And this is a great list, too

I wonder why some of them are included, and others not? Any ideas?

Technorati Tags: television, catch phrases, lists, commercials, TV Land

I’m a busy girl.
Last night I went the Philly American Marketing Association (PAMA) November event, a presentation by Jeff Greene of Gold Group, entitled “21st Century Marketing.”

This afternoon I went to a luncheon for the Philly Ad Club (PAC) that was a presentation by Karen Seamen, EVP, Cramer-Krasselt, Chicago about “The CareerBuilder.com Story” (I love those chimp commercials!).

Mr. Greene’s presentation was terrific. He is quickly and effectively positioning himself and his agency as the expert of a very inexact, but emerging science. And there was a room full of people at the PAC event to hear from an expert about how to create a successful, creative and quality ad campaign.

Here’s the point: CreativeCamp is like and unlike the industry organization events. While it’s related to things we’re all familiar with (conferences, networking) it’s doing it differently. There are no singular experts–everyone who attends can be an expert in their own right!

From the excitement and interest I saw last night as Mr. Greene told us of how Gold Group is integrating viral marketing, podcasting, blogging and mobile marketing to really approach this new wave of advertising, I know that there is much more to be said. I know that there are many who have something to say. I know that CreativeCamp will be a great venue to do so.

Before you say “but you’re the organizer and you’re just trying to get people to come eat your cookies and hand out business cards”, please know that I really am an attendee more than a sponsor. I feel strongly that the idea is a good one. I know how trying and tiring ‘networking’ events can be, and I like that the *camp style allows for less intimidation, more interaction, and more conversation. (And if you’re really afraid of people check out CaseCamp SecondLife here )

While I’m thrilled to be able to go to PAC and PAMA (Holiday wine-tasting event on December 14!!) events, and learn from those who have built a reputation for their innovative work, I know that some of us feel are afraid to ask questions, and feel we’ll never reach that level, or never have anything worthwhile to say.

At CreativeCamp2.0 you will! Sign up at the wiki site for http://www.creativecamp.org.

Technorati Tags: CreativeCamp, networking, philly ad club, philly american marketing association, barcamp, expert, CaseCamp Second Life