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Wednesday's Comment Rerun via @EmergingTimes


Wednesday's comment rerun comes from award-winning creative Michael Ferrare at Emerging Times.  His post touched on the psychology behind creating good content.  I was introduced to his website by a literal stumble.  One of his charts on social media spending a few months ago, not only resulted in a blog post, but also garnered a subscription as well.
This post reminded me that creating good content is very much linked to the principles of crowd-sourcing.  Some businesses, like this one, have already integrated this way of problem-solving into its standard business practices.  While others are still tentative to be so open with projects that were once guarded as confidential. 
My comment was:


Each person brave enough to actually send their content out into the world wide web, definitely has their own unique mixture of the above variables. Making their reasons for producing content, both unique and similar at the same time.  
The foundation of social media and ultimately the principles of crowd-sourcing involve getting feedback on how to solve a particular problem through leveraging your community's expertise and knowledge to work towards a common goal.
Great post Michael! Thanks for sharing.
Final thoughts on this comment is the more feedback the better!  When you pull ideas from a select internal group, like an advertising agency, you limit yourself to those people that are already regulated to agree with the general direction that the account/product/service/company has already claimed.  By being pro-active and seeking external perspectives you open yourself up to truly out-of-the-box thinking, differentiating the account/product/service/company among its peers. 


Photo Credit: Image Source

Hand soap, anyone?



Hands and soap make sense, right?  But, these miniature hand soaps scare the bejesus out of me.  If you're not a wimp like me, and can actually deal with all those tiny hands staring back at you, feel free to order the freakish soaps here.

Clients Know Best


You'd think that the agency client relationship, especially one that lasts multiple years, would elicit something like, I don't know...RESPECT for one another?  But, that would be too easy.  And if you've ever worked with clients, you know that NOTHING they do comes easy! 


During my last semester in College, I had the pleasure of taking a full fledge tour of the Saatchi & Saatchi offices with the Ad Club.  YES, I was member!  I remember being in awe of the cement floors, the bright orange furniture and fully stocked kitchen, complete with one of those fancy espresso makers too.  Despite the food, decor and general aesthetic of the place, I remember someone saying back then that Toyota was their only account and one of the main reasons for the shop's location (Toyota is headquartered in Torrance).  In fact, they also said that they generally didn't take part in new business pitches back then, because the business that Toyota, and Toyota alone gave them, was more then enough to keep the shop going.
Fast forward 2-years.  Prior to all the Prius' recalls Toyota decided to part ways with Saatchi & Saatchi.  When the crisis hit, Saatchi & Saatchi worldwide chairman Bob Seelert suggested that Toyota "stop advertising until it gets its house in order."  Toyota's reply, went something like this: "Um, Nah!"  The car manufacture decided to ignore its agency’s advice and continue to advertise through the murk. Even though some think that this disconnect between agency and client is extremely unusual, I happen to think it's a common occurrence.  


The sad truth is that the battle between client and agency, is one that has endured since their inception.  Advertisers hire ad agencies for their expertise in the 3rd of the four P's (i.e. promotion), but when push comes to shove or should I say pull, the client ultimately is going to do what they want to do, regardless of what the agency recommends.  After all, clients know best.


Why do you think advertisers insist on hiring ad agencies when it's obvious that they don't REALLY want to take their advice/recommendations?


If I had an agency of my own I would charge advertisers for pitches and let them roll with the ideas themselves.  They'd be back...back on their knees that is, when they discover how completely encompassing it is to create, launch and complete (successfully) a single campaign.


One day...

Photo Credit: Car Culture





Busy Bee


I'm completely in shock by the fact that a client told the recruiter I'm working with that I seemed "too busy" to take on a full-time job.  Right now, I'm freelancing, while I submit my resume to a select group of publishers and clients that are focused on social media.  


Last week on my LinkedIn profile, I wrote a status update to the effect of:


Andrea V. Lewis is writing 2 articles, doing a blog re-design and ... (I can't remember what the third item was).  What can I say I like to stay busy!


When I asked the recruiter about the job specifically, she said, "At first glance they said that according to your LinkedIn profile you seemed "too busy" to take on a full-time job."  My response to the recruiter was well, I guess the relationship probably wouldn't have worked out.  I'm a big believer that you shouldn't put all your eggs in one basket.  Since, I don't have a full-time job to sink my teeth into, I'm going to do my best to stay busy and take on multiple freelance projects until I find work that's fulfilling, instead of twiddling my thumbs at home.


This is the first time in my life that I've been a location independent and worked for myself.  I have never edited myself on any of my social media platforms before and I really don't want to start.  I don't think staying busy should be looked down upon by potential employers, but rather look at it from the perspective of taking a pro-active approach to learning.


Am I crazy, to think this way?  What's your take on this situation?


Photo Credit: Steve Smith

A Paper Self-Portrait


Artist extraordinaire Eric Testroete created a paper-self portrait for a Halloween costume.  Inspiration came by big-head mode seen in videogames.  He said, "I really wanted to get the faceted geosphere look with wireframe."  Mission accomplished.  For details on how he constructed it click here.

Supergraphics: A Big Problem for Outdoor Advertising


Supergraphics are those large image overlays that act as gigantic billboards.  Advertisers began taking advantage of Los Angeles' abundant high-rise locations in the early 2000's.  The LA Times reported last summer, Pennsylvania based advertising company World Wide Rush won a ruling that found that the city's 2002 ban on new billboards violated the U.S. Constitution.  Although that decision is being appealed, the company won an injunction to prevent the city from enforcing its ban on supergraphics at 34 other locations.  


As local government scrambles for a way to regulate this particular medium without infringing on free speech, being a political byproduct of constitutional rights, safety concerns and annoyed office workers, doesn't help the already unfavorable feelings that consumers have towards advertisements anyways. 


Knowing that attitudes towards advertisements influence the success of a campaign do you feel that the brands associated with supergraphics signs will unfairly bare the brunt of this political crossfire?  How would you feel if you had to work in a supergraphic covered building?


Photo Credit
References
References

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Wednesday's Comment Rerun via @GraceKBoyle


Wednesday's comment rerun comes from GenY blogger Grace Boyle over at Small Hands Big Ideas.  Her post incorporates a video testimonial of her personal Epiphany Moment.  You know that moment where your mind, job and soul all connect in perfect harmony.  Hers is one story among many, brought together by Matt Cheuvront's inspiring project. My comment was:


Despite the fact that I'm a hybrid of GenY/GenX the idea of not settling no matter what stage of life you're in, is a lesson that we all not only need to be taught, but actually follow through with. You are just as inspiring on video as on screen (paper) Gracie! Thanks for sharing. =]
I know, it's strange to think that having a moving experience in your professional life is anything less random then having the winning scratcher.  Especially for those of us that aren't 20-somethings anymore (*sigh*).  You'd think throwing marriage, kids and a mortgage into the mix are all reasons NOT TO throw caution to the wind and follow that passion or dream, but I think those are just more reasons to actually go for it.


Job satisfaction has emotional impacts as well.  Job dissatisfaction, perpetrates gloomy grey clouds that find their way into other aspects of your life, destroying self esteem and personal worth.  In fact, in one's lifetime over 97,000+ hours are spent at work.  I think life's short enough as it is. Why spend all that time being miserable? I'll take being happy and broke over being miserable and rich any day!  I'm curious if you think re-designing a career in your 30s is a possibility or just a pipe dream?


Photo Credit: Marcus Mok/Asia Images
References

Guest Post - From an Editor’s Perspective: Tips On Getting Coverage for Your Press Release

Melissa Breau is editor of several trade magazines by day and a freelancer by night.

I met her on Brazen Careerist a few months ago and have been hooked on this writing guru's posts ever since. Check out her website at http://jargonwriter.wordpress.com/ or email her at mbreau@jargonwriter.com.

At my magazine there are four editors. However I am the one that handles the magazine’s new products and news sections – so I am the primary contact for all incoming PR. And I’ve seen a variety of PR tactics. So, from my perspective, here’s what works and what doesn't.

Do Your Research


Before you call me or send me an email, look at our magazine’s website and mission statement. Is our magazine read by your target audience? Our magazine is a trade publication, so we are distributed to business owners – not consumers. If you have a consumer pitch we are not going to even consider it and you are wasting your time (and my time). I will remember that. If you target me inappropriately often enough, I will stop reading your emails. Not only that, but I will remember the brand you represent and it will gain a negative connotation in my mind – the exact opposite of your goal.
Know your editor


As I mentioned in my intro, there are four editors at my magazine. If you send your email to all of us, they will forward it to me and I will get it four times. If you send it to one of them and not to me, they will forward it and I will have to search for your contact information in order to email you back if I need additional materials. This makes it less likely that I will bother – after all, I am busy and other PR people sent their pitches to the right person with all the necessary information.


If you call any one of the magazine’s editors, we will tell you the best person to send press releases to – so call ahead. Then, not only can you be sure you’re sending it to the right person, but you can find out what materials that person needs in order to cover the event you’re approaching him or her about.


And don’t be afraid to ask me questions about the kinds of news I’m looking for. We don’t run new website announcements as a general rule. However, I’d definitely be interested in new sales materials or new products. Offer an either or situation – ask me, “would you be more interested in our recent donation of xyz or would you prefer news on our new packaging?”


Remember What I Need


If I have emailed you back the last three times you’ve sent me a press release to tell you I need a high resolution image, make a note and send me a high resolution image off the bat. There are two reasons for this. First, if you make me email you, there is a chance I won’t bother. Second, when I am down to the wire sometimes I have room for one more piece – but I don’t have time to email someone for additional information. So I will include press from someone who has everything in already.


Engaging works, pestering does not.


Follow up is a big part of PR. I get it. But there is a difference between being obnoxious and gently reminding me I still haven’t run the piece you sent in. Following up with me is a good thing – the more you touch base, the more likely I’ll include your press. When you call, if I don’t know when I’ll be able to or if I’ll be able to include your press, ask when a good time to check back would be, and if I’d rather you email or call.
If someone politely emails me a press release with all the necessary materials, follows up with a phone call and then emails me when I tell them to check back in, chances are VERY good I will run it … and if I can’t do so immediately, I’ll feel guilty about it, so I will at the next opportunity.


Social Media


My twitter account is in my email signature. Follow me; Find our magazine on facebook, fan it. We are on social media sites – so interact with us there. If someone talks about his or her new product on twitter, chances are very good that I will at the least, retweet it.