October 11, 2010

the difference between marketing in US and other markets

There’s no question that, when it comes to advertising, the US market is much more…prudish.

Take a look at this M&M’s campaign Down Under…..

The sly innuendos. The fact that we’re watching “nude” M&M candies interact, including mixed company. (You never know what to expect when you mix crispy, peanut and plain. Whoa!)

But no matter how great the animation, as a writer, it gets very distracting to see typos.

Or maybe I just need to “confont” my own demons…..stripping away at my shell and face that even I’ve made typographical errors when writing copy. It is easy to “read” into what has been written and overlook very obvious errors.

Live and learn….

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September 3, 2010

The difference between building traffic, and building trust.

These days it seems companies are jumping on the Facebook and Twitter wagons like lemmings. And usually with the same disastrous outcome. (Can we really keep referring to such dated things as a wagon? Maybe it’s time to start calling it the band-hovercraft??)

Building community through online technology isn’t as simple as “hey, I think I’ll throw a party for my 500 closest friends.” Sometimes you have to step back and assess what it is you’re really trying to accomplish.

Are you trying to convert 500 strangers into friends of the brand? Can you really pull off something that will compel and entertain everyone equally? Maybe it would be wiser to start smaller. Perhaps a dinner party where you can try out your recipes successfully before booking that assembly hall or stadium.

Sure, every business wants to open its doors (brick & mortar, web, even social networking) and see throngs of customers clamoring to get in. But what kind of relationship are you trying to build? Do you want thousands who might come through the doors in the first week, most of whom only browse? Or would you rather have fewer clients that not only purchase, they come back for more? Sure, it’s not an either/or situation. But so often, businesses put so much effort into getting a relationship off the ground they forget that, to create loyalty, you have to put in just as much effort to cultivate your tribe. If you don’t, your loyal followers can quickly become strangers, or worse, enemies.

Technology can definitely help build an audience. But it can’t always build trust. Take, for example, the buzz created by “Jenny” who posted her resignation online using a dry erase board. People were so amazed by her chutzpah and technique that mentions (and tweets) were flying all over the web. In a matter of days, this story was everywhere. What most of us caught up the frenzy didn’t realize initially — it was all a publicity stunt. Imagine if a company launched a new product with as much buzz and fanfare, only to have consumers realize it was all a hoax? Is that the kind of exploitation of technology you think works for your brand?

Sure, it’s easy to become intoxicated by a sudden onslaught of traffic. But when you rely on a stunt rather than a well-thought out plan (social or otherwise), where will you be when the masses pull a mass exodus because they no longer trust you or your products? Go this route and you’ll spend more time doing damage control than more productive things like, oh, cultivating brand evangelists.

Unfortunately, some businesses think they need to do something so buzz-worthy to generate interest that they don’t realize the best results are nurtured over time. It’s important to remember that you’re not just putting your brand into the hands of your consumers, you’re also building trust. And sometimes, technology like Facebook and Twitter might not be the best way to do it.

What it takes is a thorough assessment of communication goals, and then determining the best course of action to take. You have to first know whom you’re trying to reach, and then figuring out the best way to get your message out to the right audience using the right outlet. Even if that outlet is Facebook. Or a dry erase board.

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June 29, 2010

losing my freedom. finding myself.

yesterday was my first day back to FT work. it feels odd — but also great — to be getting back into a regular routine and regular paycheck. but it’s going to be more than that. it’s going to be an awesome opportunity to grow/learn/push myself. i’ll miss not being the “boss” of my day, but i’m grateful to be back earning a regular paycheck.

the group welcomed me with open arms. it’s like being back with family in a way (i’ve been freelancing for them for the past year). at the risk of sounding…old…i’m happy to be working with a group that is mostly my age (40s). they’re a talented group, and my initial reaction is that i will be happy here for quite awhile.

speaking of family….had the pleasure of actually getting to celebrate my mom’s birthday with more than a card in the mail and a phone call. first time in probably 20 years that i actually got to be with her on her birthday. definitely solidifies the decision we made months ago to relocate closer to them.

i’m ready for some normalcy (well, as much as that’s possible with my life), some roots. the past couple of years were dominated by a feeling of restlessness. i guess part of that can be attributed to losing two jobs in a 9 month period. the other dominant factor was the period i wondered in my own darkness. it’s interesting how we can be living in what we think is brightness, only to finally discover (through self- and other guided observation) that i was lost. thankfully i had awesome support at home. i also found support through a series of random endeavors.

now that i’ve found the light (carol ann!), i’ve ventured back into things that brought me joy. i’m playing tennis more regularly. i’ve joined a choral group. i’m getting more social. now to have a real kitchen back so i can get back to real cooking, i’ll be, well, more satisfied. And full.

now, back to work (it still feels “odd” to say that….or type it). guess 15 months of “freedom” can’t be changed overnight…or after one day on the job.

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June 24, 2010

kiss my unemployed ass

I should know better than to watch the Rachel Maddow show. (Actually, I love her, and her show. She is one of the brightest — and most intelligent — people on TV, news or otherwise.)

But listening to her report on the GOP snubbing of the unemployment extension really hit home, and quite literally. I’ve been receiving an unemployment check (full or partial, depending on my freelance work…what little that has been) for the past 15 months. During this whole time, I have been on many interviews, sent out a ton of feelers, responded to gawd knows how many job postings. The majority of my efforts were met with nothing. A few warranted phone conversations. Even fewer turned into actual meet-and-greets. But none came with job offers.

There were times that it appeared the job market in SoCal was starting to pick up a bit. Jobs were popping up on the boards. Recruiters were calling. But the majority of the jobs would have required hellish commuting (granted, I would have to actually land the gig first). And by this point, we had set the ball in motion to relocate to a much more affordable area that also was pointing to a possible FT job.

So we up and moved. We put our house on the market. We began the process of uprooting our lives to a place that was calling us, and seemed to be calling itself “home.”

I maintained my unemployment while continuing to reach out to prospective employers. I joined Ad Clubs and networked my ass off. I even applied for a government job that would only allow 25 hours/week for the first year. And for the first 4 months after relocating, I’ve gotten a few small freelance projects, but mostly relied on the unemployment checks to live and pay for my COBRA benefits.

Last week’s unemployment stub stated that I was down to my last $900 in benefits for this claim. I kept telling myself that I was eligible until at least November. And after what happened today, I wonder if that would be the case. Seems the Republican Senators managed to squash any hopes of passing the jobs bill, including an extension of weekly unemployment benefits for millions of people out of work more than six months…just like me.

I can stomach some of the election-year posturing. What I can’t stand are the comments like “unemployment benefits are the reason why people don’t want to go back to work” and “we don’t want to give checks to people who only want to use it to buy drugs” and “unemployment encourages people to breed.” Well, fuck you very much! I have been busting my ass looking for work. I have NOT been sitting around, eating bonbons that I bought with the money I received for unemployment. It has helped keep a roof over my head, food on my table, and health insurance in case of an emergency.

Thankfully, I don’t have to worry about whether or not my benefits will be extended. Thankfully, a relationship I’ve been cultivating for the last 12 months has finally resulted in an actual FT job offer.

Thankfully, I start a new job on Monday.

But, thankfully, I won’t forget what these pompous assholes in Washington (and I mean on BOTH sides of the table) are doing. They spend more time and effort protecting the have’s from the have not’s. Protecting their piece of the pie that seems to keep getting bigger while the “little people” watch theirs shrink.

I’ll also make sure to keep my ass employed with everything I’ve got. I don’t want to endure this long of an employment drought again if I can help it. But maybe it’s time that some of these naysayers in Washington find themselves on the unemployment line. There are elections coming in a few months.

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June 22, 2010

putting myself back out there

My life is about to no longer be my own. It’s nothing morose or overly dramatic, but really about the fact that next week I go back to full-time employment.

I know…in this market, tough problem to have.

But it’s been 15 months since I last “punched a time clock” and worked 40 hours a week on someone else’s schedule. Who’s going to run to the grocery store when we need bread or veggies? How can I run by Costco just to walk around and dream? I know those things are still possibilities. Only now, they’ll be more of a “stop by on the way home from the office” or “I’ll be right back, gotta run an errand on my lunch break.”

Just typing that feels….weird. But I’ll get used to it. And in reality, I’m VERY excited to get back out there. I’m ready to interact with smart, talented, creative people. I’m ready to slay any creative project that crosses my path. I’m ready to see a regular paycheck (beyond unemployment) get deposited into my bank account and hopefully stop the bleeding.

But most important, I’m ready to start challenging myself to grow in a new direction, picking up new (marketable) skills that will extend my creative writing experience into a whole new realm. I’m ready to be a sponge, and take advantage of every encounter, every new scenario, and stockpile this newfound skill set into something that will put me in an advantageous position should I ever find myself on the receiving end of a pink slip again. (It only happened twice within 9 months…..15 months ago.)

This time is going to be different. Unlike my last job, where I had to spend countless hours convincing myself that the position I was offered was “right” and “good” and “marketable.” This job is one that I’ve been cultivating for the past year. I just didn’t know it. It took the wisdom (and different point of view) of my partner in life and crime to recognize it. And the results just show that it was meant to be. It really feels right…..right down to my core.

At least for now. And that’s just what I’m holding onto….the now. I have to focus my energy on making today great. Even if I don’t have the flexibility or freedom to do whatever whim the now presents.

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June 18, 2010

technology is an energy suck

And by suck, I mean both in actual kilowatts, and in time.

I know, technology is supposed to help you save time. It’s also supposed to help you better organize your day/life/finances/social outlets. And I’m sure once I’ve adjusted to my latest and greatest gadget, I’ll calm down.

But for now, it seems to be consuming all of my free time. (It even kept me from posting my 300 words yesterday…well, at least that’s the excuse I’m sticking with.) There are settings to set. Apps to download. Backgrounds to choose. And then there’s all the loading of contacts, calendar events, photos, and music. (And I’m not even talking about an iPhone here. I’m sorry….I want actual phone service with my gadget, so I went with an HTC Evo on Sprint. It gives good signal.)

Once the gadget is loaded, then it has to be dressed up. And by dressed up, I mean screen protector, cover, and perhaps a cradle to make charging easier.

Speaking of charging, did you know that leaving all those various electronic devices and stuff plugged in to charge can add up to 10% more to your monthly electric bill? Of course, that’s nothing compared to the extra refrigerator or freezer you have in your garage or basement that is keeping that 3-year-old steak frozen and that one can of pop cold. This is especially true if your fridge was manufactured before 2001.

Another fun fact? Washing your clothes in cold water instead of warm could save you $150/year. That’s no small change. Well, it IS a change if you’re used to washing in warm and hot water. Then again, I know I like to wash my whites in hot. It’s how I roll.

I guess what all this comes down to, for me, is understanding when to let new technology help make my life easier. And when to use common sense. (But haven’t you also heard that if common sense were common, wouldn’t it be more prevalent in the world around us? Or are they just used to frying their brains in hot water with lots of bleach?)

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June 15, 2010

early morning buzz

6:10am. Yet another morning where I’m awake way too early. Only this time it wasn’t biological. Well, for me.

I heard scratching. I look from the bed toward one of the dogs’ crates. Cody is standing up, pawing the gate. My first thought was “someone needs to go to the bathroom…now!” so I hop out of bed and open her crate. But instead of running to the back door, she jumps up on the bed and begins kissing up my partner. (It’s a normal morning routine. I get up, and release the hounds….well, terriers. After some stretching/rolling around/tummy rubs from yours truly, they jump up on the bed via the bench positioned at the foot and run up on the better half, tails and tongues wagging.)

Of course, at this point, I’m thinking WTF? Why did we need to get up 45 minutes early? And apparently Cody wasn’t the only restless one. L asks me if I slept ok. I thought so? Instead, I’m told that I was fidgety and thrashed around most of the night. My only memory (which was fading fast as my body and brain began to emerge from sleep) was having some bizarre dreams (again, pretty routine for my world), but don’t really recall any thrashing on my part.

But then, the girls are off the bed. Frantic rushing around, in and out of the bedroom. Back and forth to the master bath. Out into the great room. But never to the back door. Then the reality of the situation sets in.

There’s a fly in the house.

Our little radar ears have picked up the buzz. (Or was that just me with one last gasp of a snore?) Our girls (Cairn Terriers, with mouser DNA through and through) are excellent fly hunters. They’re also quite good with lizards, bunnies, bird and butterfly shadows. They’ll pace and run around the house until that pesky little fly is caught.

Or until it’s time for breakfast. Then Cody’s food-driven obsession takes over.

It’s only while I’m cleaning up their breakfast dishes do I locate the culprit. It’s buzzing in the window above the kitchen sink, where, with one swat of the dishtowel (Hey! It was going into the laundry pile anyway!), the distraction is gone. Just like the last hour of sleep that now I feel I so desperately want.

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