Day 7- 11.18.12
Day 6- 11.17.12
Day 5- 11.16.12
Day 4- 11.15.12
Day 3- 11.14.12
Day 2- 11.13.12
Day 7- 11.18.12
Day 6- 11.17.12
Day 5- 11.16.12
Day 4- 11.15.12
Day 3- 11.14.12
Day 2- 11.13.12
Day 7- 11.11.12
Day 6- 11.10.12
Day 5- 11.9.12
Day 3- 11.7.12
Day 2- 11.6.12
Day 1- 11.5.12
Day 6- 11.3.12
Day 5- 11.2.12
Day 4- 11.1.12
Day 3- 10.31.12
Day 2- 10.30.12
Day 1- 10.29.12
Day 7- 10.28.12
Day 6- 10.27.12
Day 5- 10.26.12
Day 2- 10.23.12
Day 1- 10.22.12
Well, it’s nearing the end of the term and I think that calls for a reflection on everything I’ve learned and embraced throughout just these past eight weeks. When first entering my classes this term I was incredibly excited, I was only taking two general education classes because those are finally coming to an end for me, I was finishing up the Gateway series with J207, and I was finally in my first advertising class (J456). Having two journalism classes allowed me to explore everything that I wanted to accomplish being in the journalism school at the University of Oregon. I was able to learn a wide range of information, ultimately find my career path, and apply my newfound skills to activities outside of the classroom.
New Knowledge Learned:
First off, I would like to say Gateway is not a series that I would call “fun” or “exciting.” It can be horrible sometimes when the professors throw assignments at you that you have no idea how to solve or how to begin. But, in the end, this is an incredibly useful tool to have. After almost finishing the series, it’s clear to see that the main point is to introduce students to all types of mediums even if it’s something completely out of your element or totally different from what you ultimately what to do in your career. During the first two portions of Gateway (J205 & J206) the main aspect that we were focusing on is telling someone else’s story. When doing the assignments it didn’t always seem that way because of all of the stress that surrounded interviewing subjects, videotaping subjects, and capturing photographs of subjects in their own elements, which was a lot to handle at the time. However, it was useful to be thrown into those situations in order to know how to approach people and obtain information in a cohesive manner. Now, I have no problem interviewing people and getting the necessary information from them that I need and it’s because of those classes that allowed me to jump into things easier the second time around. On top of this, it created a basis for a number of programs that were previously foreign to me. With this, I’m mainly talking about the last part of Gateway (J207). In the first two sessions FinalCut was taught to us at a basic level, in the third session we were able and refine those skills for our first multimedia project. After that project, we were given the assignment to make a magazine cover and layout, and although I was pretty familiar with InDesign, this put my skills to the test and introduced me to the balance that needs to be achieved throughout each page. In the last three weeks we’re also supposed to create a data visualization based on our own collected data, a print to mobile spreadsheet, and a multimedia project about ourselves. You can say the entire Gateway series really put our skills to a test and flooded us with new information and programs that can only enhance our future as journalism students.
Creative Strategist Knowledge and Accomplishments:
I can honestly say I never thought I could accomplish so much within such a short amount of time. I didn’t think I would end up leaving the class with a portfolio site created, a personal professional blog, a creative resume, and a personal design that I would carry myself in. Heading into the class I knew that advertising was the right career direction for me because of my love of everything creative that changed or influenced society. However, during the first couple weeks of the class I was introduced into so many of the different categories of advertising I could go into. I was astonished that there were so any different jobs and jobs titles that an entirely new world opened up to me and I was lost on which part of advertising I wanted to focus on. Throughout many trials and tribulations I was able to find my love for putting a project together along with my attraction to digital strategy, which led me to focus on a career as an interactive producer. With this in mind I became more immersed in that world through differing projects and research and knew that I was headed in the right direction. Along with finding my career path, the class also encouraged me to create a blog pertaining to making a professional voice for myself in the advertising world. I never knew blogging could be so interesting as well as demanding. Finding things I actually wanted to spend time and talk about seemed to be the most difficult, even with the millions of things online to choose from. As time passed, I was able to find my voice and recognize inspiration for a blog post easily. Creating a website and résumé were my next missions, and I was able to do both of these in just a weekend because I got so caught up in the process and so involved and inspired with it that I just didn’t stop making everything until I was satisfied. I guess that’s where my creative mind kicked in, and once it was going there was no way it was going to stop. I have to say, creating both of those were probably my most proud accomplishments because I was able to see what I was capable of while preparing for my future at the same time. Lastly, I learned what collaboration was actually about. With the group project that is currently going on I am able to see how working with a group, combining skills, coming up with ideas, bouncing off of each other’s personalities, and making time for a project are extremely beneficial tasks. I love the power of working with others and coming up with something that seems far- fetched but knowing that as a group, we can pull it off. This class allowed me to really delve deeper into the world of advertising with finding my voice, career path, making a personal website, a creative résumé, and experiencing how the power of collaboration is incredibly useful.
Outside of the Classroom:
I applied everything I’ve learned and learned even more by joining Ethos, a campus- run magazine. I was able to apply my journalistic skills as well as my multimedia skills by finding and creating capturing stories as well as creating slideshows for other stories. This further improved my skills that I learned in the classroom and allowed me to experience how an organization like this one runs. On top of this, I joined AdSociety, which allowed me to talk with other advertising students outside of the classroom about advertising and hear guest speakers talk about their journeys. With AdSociety, I was fortunate enough to take a trip to Portland to explore UrbanAirship and Wieden + Kennedy. This proved to be extremely beneficial to my own journey by experiencing what an agency was like for the first time and to picture the world that I will be joining in just a couple of years. Most recently, I was given an internship opportunity with Balance the Buzz here on campus where I will be creating the website as well as coming up with strategies to spread the word about the campaign. My journey is just starting, and with the help of these extra activities I can only see it prospering more and more.
If all this just happened in one term, I can’t wait to see what future terms hold in the SOJC.
As a self- declared digital strategist, I love when I find things that engulf good uses of advertising with the social media emergence that is happening. When browsing through Adweek this morning, an article came up about airlines using Twitter to satisfy their customers. The way that airlines are doing this is by having their customers use Twitter as a venting tool about their frustrations that they might be having during their travel day. The airline company can then check their Twitter feed and see if there are any customers that are worthy of getting some free mileage or a free upgrade on their next trip in order to keep them satisfied and to have them keep using their company.
First off, the venting part alone is a great idea. So many Twitter users use the site as their source of venting. Whether it’s something as complicated as a job loss or something as trivial as their name not being spelt correctly on their Starbucks drink, Twitter users love to air out their days on Twitter. Since airports and airplane companies are notorious for not pleasing people, the way that they are employing Twitter to help their ratings and customer happiness go up is a smart strategy. By doing this, the customer won’t just see Twitter as a venting tool, they can see it as a way to talk to the airline without the hassle of calling and waiting while hotel music being played and their call being transferred four times, or without the waiting time of getting an automated response through email. Through Twitter, their vent can turn into free mileage or a free upgrade on their next flight.
Secondly, this is a useful way for airlines to see how satisfied their customers are and hear about complaints sooner instead of later. The immediate mentions that Twitter is able to produce allow the airline to see when it is being talked about and whether the conversation is good or bad. They are able to see what their customers are saying to their friends and family without imposing on their privacy. This is a way for the airline to improve without surveys being given or calls being made. They can take the input that is being shared on Twitter and make changes accordingly while also helping to soothe a customer if their experience was bad by giving them something as their apology.
Through the use of the social medium, there are more ways for companies to improve upon their businesses in a way that lets consumers talk to them without the nuisance of a phone call or email survey. The digital realm is becoming smarter and smarter and to see that more companies are hopping on board with it is inspiring.
Pinterest is a site that seemed to have popped up over night and gained the popularity of Facebook and Twitter instantaneously. Pinterest is good for a lot of different things like showing followers a cute dress, a funny quote, or some yummy recipes, and it has the freedom to let its users to create and share things in an open environment. This type of environment is an incredibly conducive one for advertising. Think about it, it allows users to share certain items of clothing they like, food that they like, and photographs that they like. Due to this, brands are being shared throughout Pinterest without most people even thinking of it in that sense. By “repinning” some jeans that you like, it allows you to share this repin with your audience, who then can click on the dress if it seems eye- catching enough, which spreads the brand of jeans around in just a couple mouse clicks. Same goes with other items like food, if a friend decides they are craving a certain type of food they can “pin it” and show all of their friends that they are craving it and, with this picture of the delicious food, it can make others who see it also want it. This can later lead to all of those friends going out and getting this certain type of food and increasing the revenue of the food without even meaning to do so. It’s a smart idea for businesses to get on this website, they can easily share pictures of their products that can lead to other people on the website finding these pictures, repinning them, sharing them to their friends, and most likely getting a decent amount of sales out of the process. Places like Facebook, Twitter, and Pinterest are becoming increasingly more and more popular and advertisers should take full advantage of it. The social online world is booming and it doesn’t look like it’s slowing down any time soon and businesses need to join in soon if they want to survive against their competition that may be doing it already.
Branding can be a curious thing sometimes, they can make or break a product, they can influence consumers to buy something even if it’s more expensive, and they can give birth to another brand. These new brands can be from the same company but act very differently from the mother brand or they are there for another reason. It’s a smart tactic to create another brand under the same company because they now have two different ways to reach out to two different types of audiences. It’s just a matter of if they are able to effectively make both brands attractive to consumers so they gain more than they lose. The best examples I can think of when it comes to illustrating this type of branding within branding are car companies.
Toyota, an affordable economic car brand, makes Lexus, an expensive flashy car brand. Both of these types of cars are dramatically different in style and price, even though they come from the same company. Toyota’s brand is known for its reliability and how family- oriented its cars are. They have a lot of SUVs that are children- friendly and they have regular cars that are also incredibly children friendly. However, Lexus’ brand is known for is sexy style, fast engine, and price sticker. Lexus has cars that are generally far more expensive than Toyota; they are made for people with more money and who want to show it off. They have more sports cars and smaller, edgier four door cars than Toyota’s four doors. Both types of cars have their own brands that are on opposite ends of the spectrum, yet they are from the same company.
Honda and Acura are another example of one company with two different brands. Honda is similar to Toyota; they make economically friendly and affordable cars. They are bought by those who find their prices attractive, usually the lower to middle class, and they are known for lasting for a long time in the car world. Acura is a pricer version of Honda’s cars. They are mostly four doors but have an edgier feel to their sleek designs. They are also more expensive than Honda but have the same reliability that Honda offers. Those with money who just want a small four door or two door car usually are the ones that find Acura cars attractive because the Honda brand is lower than the amount they want to spend but an Acura is a more amplified and more expensive Honda with the same reliability. Yet another example of a brand within a brand.
These are two different examples of brands that were effectively able to give birth to other brands. They were able to reach out to two different types of audiences, the more economic, family audience (Toyota, Honda) and the upper class, style-driven audience (Lexus, Acura). If companies are thinking about having another new brand to reach out to different consumers, they should look at examples like these to study the tactics they use in order to effectively reach their audiences.
I would just like to begin by saying how lucky I am to be an advertising student at the University of Oregon that I’m fortunate enough to have a speaker like Scott Bedbury come to a class and talk to us about his journey. It was one of the most inspirational presentations that I have sat in on and encouraged me to be bold and pursue anything I believed in without looking back and without giving up during any step of the process. I gained amazing knowledge that day hearing him speak and took a countless amount of notes. But I thought it might be beneficial to type out the main takeaways and show everyone some of the things he talked about. I hope everyone else finds his comments and inspirational words as inviting as I did.
- “You will make mistakes. Make smart ones, learn from every single one of them, take risks, think big, start small, fail fast. Then scale like a madman.”
- Scott’s mantra of how you should tackle the things that you do in the industry. By far, my favorite part of this is “fail fast” because it shows the urgency that is needed to make mistakes and fail early on so that you can grow faster and stronger sooner.
- “It’s not what you do, but why you do it. Have a higher purpose, than revenues, profits or market share. This separate great brands from providers of stuff.”
- It’s important to realize that you’re making an advertisement or brand for people. You shouldn’t just make it for the product, they don’t have feelings nor will they talk about your brand, but people will and they’re your reason of why you should do something.
- “Come to work willing to listen to someone else’s idea and willing to learn.”
- This is some of the best advice I have ever heard about how to handle going to work everyday. Work in advertising agencies is already a lot different from working at other corporate businesses because the environment is more laid back and collaborative. This environment is the perfect place to listen to other people, the chance to learn about other projects, ideas, and work from other employees is something that can develop into an amazing project or be used later on.
- “It may be impossible to have too much brand goodwill for the road ahead.”
- From almost every article I have read and every person in the agency that I have talked to, I continually hear that you should always do favors or help others in the industry or those trying to get into the industry because karma in this world is real and you can only help yourself by giving back. There will always be something you may need help on and by building a good relationship with those that you have helped allows for helpful relationships in your future.
Also, some good short quotes from Bedbury:
- “It’s not about the product, it’s about the experience surrounding it.”
- “I encourage you with whatever great ideas you come up with, do something creative with them.”
- “It’s not just what a brand does but how it feels.”
- “It’s about the experience- everything you control and everything you don’t.”
- “Stay curious and keep your eyes wide open.”
- “Stop seeking permission and deliver what they haven’t yet envisioned.”
- “Stay left of boom” (avoid unnecessary challenges).
“Show up stupid- be forever curious.”
More and more talk has been happening surrounding the topic of location-based advertising about whether or not it’s actually going to happen as well as when it is going to be here. Well, according to more recent reports, it seems that we will be getting this type of marketing sooner than later. What is coming is still very vague when talking about specifics but it’s predicted to be very effective and different with each location that you’re at. What is basically going to happen is there is a technology called geofencing that detects your phone when you walk through the doors of a store or location. This technology will immediately send you a message on your phone with either a sale for that day, a discount, or some crafty tactic to make you want to come further into the location and buy something or use their services. Currently, this type of technology is used in just a small amount of places, like airports, but soon it will expand and be at more department stores and malls so that there are more opportunities for businesses to reel in customers. By detecting customer’s phone as they walk through the doors of stores and sending out an advertisement about a sale or discount that they are instantly able to use is an innovative way to increase revenues. This is an amazing example about how the advertising world is adapting to the mobile world that is continually growing faster and larger. On top of this, there are clear return on investment strategies that will work more than traditional advertisements. There is always a bad side to these types of new ways of reaching out to customers though. In this case, there is the privacy issue. Is it a violation of a person’s privacy to pinpoint their phone and send them messages that they didn’t ask for? This is something that the companies should consider and figure out ways to deal with before they put the technology out. If a lot of stores do this then there is also a chance of annoying customers to the point of them turning off their phones or not returning to stores they know have the technology. However, I do think customers and companies can benefit more than lose from this type of advertising. This is the future, and this is the way that advertising is adapting to the new technology.
Inspirational advertising is one of those things you wish you saw more of as a consumer. Surprisingly, Chipotle pulled this off with simple characters and a song to go along with the theme. Chipotle isn’t big on advertising and never has been, so it was interesting to see this commercial air during the Grammy’s and triumph all of the other ads that were shown. What CAA Marketing, the agency that created the advertisement, did correctly was tell a story that everyone can relate to in some way. There is always on-going controversy about how animals are treated and dealt with at farms before they arrive at a restaurant or a grocery store. Some consumers won’t even buy certain brands unless they know where the food came from and how it was processed. By telling a story about a farmer who decided to change how these animals were caged and treated and having him create a more inviting, friendly environment for the animals shows consumers that Chipotle doesn’t get their resources from a place that mistreats animals or shoves a bunch of them in small cages. This is incredibly important to a lot of consumers that they know that the food they are getting from Chipotle is quality food. On top of showing the consumer this, it also creates a brand for Chipotle that can be trusted by consumers who really care about where their food comes from. Instead of consumers going to a different Chipotle-like restaurant they are more likely to choose Chipotle because they know what type of food they will be receiving from them in comparison to unknown sources from another restaurant. This commercial is inspirational in the sense that it shows how wrong it is to cage up animals in farms and how they should be set free. Chipotle used this inspiration as something to promote their quality of food and increase their brand trust, which is a very smart move in the industry. Hopefully we can expect more advertisements similar to this from Chipotle, it’s nice to finally have them in the advertising world and they’ve proven that they’re a company that should stay in the public space.
On ihaveanidea.org I came across an interesting article that talked about how advertising graduates should think small when it comes to looking for agencies after they graduate. This is something I’ve heard from many different professors that have given lectures or speeches about how we should handle going into the professional world, but I haven’t heard them give as many reasons as they do in this article about choosing a small agency. Our professors and speakers are people whose opinions about going into an agency after school should be taken with a lot of consideration and thought about highly. Listed below are some of the key takeaways that I’ve gotten from both professors and the article about how ad graduates should handle their choosing.
- You build up your portfolio quickly.
- You’re expected to produce actual work, not just contribute to someone else’s thoughts, which makes your opinion matter.
- You have fewer bosses to please which means more room for growth in a short amount of time.
- Relating to this, you also can have a more personal relationship with your boss that can lead to later networking when you want to move elsewhere.
- You can actually meet and work with the client much closer than in a big agency where the chances of meeting them are slim.
- You learn more about all of the departments from the experts at the agency making you more well- rounded than the average intern or starting employee.
- Lastly, in the words of Creative Director Jim Lansbury at RP3 Agency, “Ask yourself… would you rather do the 200th cool video in the Old Spice campaign, or the first amazing thing for a new brand no one’s heard of yet? Would you rather be a cog in a machine that’s already well- oiled, or the spark that helps a new shop rise to national prominence? Do you want to be the next Bogusky, or the first your name here?”
There are some amazing things to think about when you graduate. Some students think that they should shoot high and only go for the big agencies like Wieden + Kennedy or Saatchi & Saatchi. While those are good places to aim for, it’s important to realize those aren’t the only good agencies out there. There are a lot of small agencies doing some really amazing work that aren’t as well known and can give a fresh graduate a better hands- on experience than those big companies. We’re lucky to graduate with such amazing opportunities out there, so why not take advantage of each and every one, no matter how small they are?
Now here’s using the resources around us to create something that reflects how we interact with things and use it to promote a product. Mckinney came up with this for Sherwin Williams to show consumers all of the different colors of paint that Sherwin Williams has but in a way that allows them to just see the colors they want. It allows you to see the entire color scheme of a picture with the click of a button that is on your toolbar called “Chip It.” It works by analyzing all of the different color pixels and matching them to over 1,500 colors that Sherwin Williams has in their inventory. Then it allows you to share this color scheme or save it in your own archive for later use. This is an incredibly smart idea because when most people think about choosing what color(s) to paint a certain room in their house they almost always look up different combinations of colors online or look at design websites to see the colors they used. Mckinney targeted that experience and made it so that consumers can continue to do this, but they won’t have to go to the store and guess what shade of red or blue it was in the picture. With this tool, they simply click on the Sherwin Williams “Chip It” button and click on the picture on the website and the colors with the name of the paint color come up on the side so that if this is the exact color you want then you won’t have to search to make sure it’s the correct one, you will know it is because you’ll have the name of it. This is a way of advertising Sherwin Williams’ paint that no other paint company has done. By creating this type of platform it allows users to find the paint they want easily and the only brand of paint that will pop up is Sherwin Williams paint. This in turn will most likely increase revenues for Sherwin Williams because they made their product easy to access and find and they were able to reach out to consumers in a way that other paint companies have not. This is a very creative and innovative way to advertise paint to consumers in an easy access setting.