Mostly Marketing by Theresa B. Clarke

Sharing my love of marketing. Helping marketing students, marketing practitioners, & marketing professors connect with one another. Passionate about nurturing new marketing talent. Enjoys sharing novel ideas about a wide variety of topics…but mostly marketing.

How to Excel in the 2014 Collegiate ECHO Marketing Challenge: Advice from JMU Winners

Marketing-EDGE-Bronze-JMU

My spring 2014 students at James Madison University participated in the *Collegiate ECHO Marketing Challenge as part of the Integrated Marketing Communications (MKTG 384) course.  Each team developed marketing plans, using direct and interactive channels, with a goal of increasing the number of orders driven through a Domino’s Mobile App.  They also created a visual summary presentation and an online video ad.  In the end, five JMU teams made it to the semi-finals and one of those teams emerged as the winner of the 3rd Place Bronze Award.

I asked our winning team to share their thoughts about the experience and provide tips to help future competitors.  Here’s what they had to say…

Haley SvadebaHaley Svadeba – I learned to not be afraid to go with an idea that seems to be random or completely unrelated to the task at hand.  These are the very kinds of ideas that end up being creative breakthroughs.  It is very important in the beginning stages of the creative process to not discourage any idea that your team has because you never know what could catch the target audience’s attention.  Once your team has decided on the “big idea” for the plan, I would recommend sticking with that one idea and building off of it.  Be consistent with your overall theme.  Even after deciding your main idea, your minds will continue to come up with additional ideas as you go through the semester but don’t try to make it more complicated by coming up with too many.  Keep it simple and make sure to use the one big idea very well by expanding upon it and integrating it into the plan.

Shawn MisarShawn Misar Consistency is king!  Also, taking a few minutes of time out of each day, dedicated solely to thinking creatively is well worth it.  I would highly, highly recommend talking about your ideas with your friends, family members, or anyone else who can give you some feedback.  Go to your professor’s office hours. It’s great to be able to bounce ideas off someone who has had a vast amount of experience and who is so committed to helping you do well! Meet regularly with your team, set a schedule, and stick to that schedule.  If all the team members meet every few days with real progress, you will have a lot of extra time near the end of the semester to “polish” the plan and give you the best chance of success.

Lauren CrainLauren Crain – I learned is it is very important to know and understand your target market and your client. Being very familiar with your target market will help in every aspect of the plan. You need to think like your target market, envision how they would interact with the client’s brand, and figure out what is the best way to effectively engage them. It is important to immerse yourself in the brand, know what they stand for, how they currently communicate with their audience, and understand how they interact with their customer. Some advice I can offer to other students is to get started on the project as early as you can because it contains many intricate components.  The Challenge is a large undertaking as you have to learn about an industry, a client, the marketing environment, and the competitive landscape.  With that information, you will be challenged to make recommendations, come up with a very creative big idea, a media plan, a budget, ROI projections, a video, a presentation, etc.  Teams with the highest quality plans were started at the beginning of the semester.  You want to put time and thought put into the process throughout the entire semester…not just pulled together quickly at the end.  You really do get out as much as you put into the project and will learn so many skills that will be applicable in the future.  Don’t waste this opportunity.

Haley Svadeba

Dan FroehlichThrough the Collegiate ECHO Marketing Challenge, I understood more deeply how motivation directly correlates with success. The first day we were assigned this project, our group had our minds set on winning the competition. We spent more time than we needed to just get a good grade.  We were dedicated to our client’s success and we truly wanted our ideas to make a real difference for the clients.  The extra effort and time we spent on the plan paid off as it positioned us to place #3 overall in the competition out of nearly 200 competitors.   One of the things we did that made the project so successful was our constant effort to improve our plan. We actively sought out our plan’s weaknesses, and built them into strengths. Your plan is only as strong as your weakest link, and this process helped us create a balanced and strong plan.

Thank you to Haley, Lauren, Shawn, and Dan for sharing their insights.  I concur with the advice and will summarize their key points:

  • Be open to all ideas during the creative process.
  • Once you decide on the main creative theme, stay focused on that idea and integrate it consistently into the plan.
  • Obtain feedback from other people outside of your team.
  • Plan a schedule of regular meetings and strictly adhere to it.
  • Learn everything you can about the market and your client.
  • Don’t procrastinate.
  • Set high goals and work hard for your client.

 

*The Collegiate ECHO Marketing Challenge is sponsored by Marketing EDGE, a nonprofit organization whose mission is to Educate, Develop, Grow, and Employ college students in the field of marketing.

How to NOT SUCK at Social Media – A Beginner’s Guide for Business by Malcom McCutcheon

Malcom McCutcheon is one of my former students from the time when I was an Assistant Professor of Marketing at Old Dominion University.  Malcom worked as a digital marketing consultant and creative director and has served a full spectrum of clients since 1996.

He is the founder of Bossa Nova Interactive, a digital marketing consultancy with an emphasis on helping businesses to be found by their local customers.

Malcom is also a treasured friend and among my army of technological angels.

How to NOT Suck at Social Media by Malcom McCutcheon I recently learned that Malcom wrote a book entitled How to NOT SUCK at Social Media.  The book is based on Malcom’s direct experience working with older clients that do not fully understand how to use social media effectively.

Malcom is offering a FREE digital download of How to NOT SUCK at Social Media – A Beginner’s Guide for Business this Thursday, October 24, 2013, via the Amazon Kindle store for a one day promo.  He is hoping to get a lot of downloads on Thursday and a few honest reviews.

The book covers why businesses suck at social media, how to set up a social media presence in a number of channels (e.g., Facebook, Twitter, Google+, YouTube, LinkedIn, Pinterest, Instagram, and Yelp), social media strategy, social media goals, and key social media tactics.

The companion website for the book is located at HowToNotSuckAtSocialMedia.com.

I hope you will join me in downloading, reading, and sharing How to Not Suck at Social Media by Malcom McCutcheon.

Don’t forget to download your FREE copy of How to NOT SUCK at Social Media- A Beginner’s Guide for Business on Thursday, October 24, 2013.

 

A short promotional video for the book is presented below.

 

A Shout Out to My Army of Technological Angels

There are times when I think about how grateful I am for my Army of Technological Angels.  These are the wonderful people who have always been there for me when I needed technological assistance regarding one of my professional endeavors.  Everyone working in marketing should cultivate relationships with others who have lots of technological expertise.  I know that I wouldn’t be able work in such a technological capacity without the help of my army.

I want to publicly thank those individuals who have had the most impact on me.

First, I wish to thank my brother, Dr. James A. Bilitski, Associate Professor of Computer Science at the University of Pittsburgh at Johnstown for all he has done throughout the years.  My brother has been with me from day one of my technological journey, which started when my mother enrolled her three kids into a Saturday morning computer class to learn how to write code using BASIC.   Although my brother and I have taken separate career paths in our lives, occasionally they merge.  To this day, it is not uncommon for us to have at least one technology-oriented meeting at family gatherings where my brother gives demonstrations, teaches me some new code, showcases a cool tool, or discusses how marketers and computer scientists can effectively work together.   Often we are up into the wee hours of the night talking about technology, our classes, business ideas, and other research questions.   Without my brother, I would not be where I am today as he is my biggest technological angel.  Although he is very busy with his work, music, consulting, and family, he always finds time to answer my questions.  Thank you Jimmy!  And I would be remiss if I didn’t thank my sister, Deborah Bilitski, for her support as well.

My grandfather on my mother’s side taught me how to use Lotus 1-2-3.  Actually, he made me sit down beside him as I watched him create spreadsheet after spreadsheet.   I can’t remember how old I was (young teens I think) when I was forced to learn this software for no apparent reason.  There were about 1,000 other things I rather would have been doing than learning spreadsheets, but it ended up being good for me later down the road.  My grandfather was ahead of his times in terms of technology.  Unfortunately his life ended before he ever had a chance to see what is available today.  If there is such a thing as a computer lab in heaven, I’m sure that is where he spends most of his time.

Next comes Cindy Baumert, a beautiful woman and wonderful mentor who hired me to work at IBM as a sales representative.  I’ve lost touch with Cindy but  hope to cross paths with her again to thank her for giving me a chance at IBM.  I’ll never forget the day when I turned on an IBM PS2 computer for the very first time and saw a gorgeous color screen with “windows” and various Microsoft products.  To me, it truly was beautiful…like looking at a piece of rare art.  Through Cindy and my sales job, I learned so much about sales, sales management, hardware, software, and electronic mail (since this was before the days when it was called email).

Update:  Cindy found this post in December of 2013 and we connected in Facebook!

During my early academic career at Old Dominion University (ODU), Satish Boregowda, a Ph.D. student in mechanical engineering, is credited for showing me how to use the www.  Had it not been for Satish, I probably would have stayed on the path of becoming a sales educator since my work experience and doctoral coursework/dissertation were in the area of sales. So in looking back, Satish was the one who initially opened my eyes to the amazing potential of world wide web.  It was a career path changer.

John Barker, the Technology King for the ODU College of Business, good friend, and owner of Silver Blue Photography, was instrumental in answering many questions about hardware and software.   During the mid-90s when the www was starting to explode, John helped me navigate my way into the world of internet marketing by assisting with a variety of technological issues.  John was an outstanding trouble-shooter, problem-solver, and supporter of my desire to bring marketing and the internet together at ODU.

Also at ODU was a very special student, and friend, Malcom McCutcheon.  Malcom was enrolled  in the very first internet marketing course that I ever taught.  This was back in the day when just about every student had never even heard of the web.  I was teaching topics such as what a browser is and how to use the “back” button.  We created websites in Geocities!   Malcom was way ahead of his peers and was so nice about sharing information that he was learning on his own.  He also had, and still has, a wonderful eye for great web design.  Check out some of his work at Bossa Nova Interactive.

I also wish thank Terri Buckner for sharing her time and expertise with me regarding online learning while at ODU.  Terri gave me many opportunities to explore how technologies could be incorporated into online teaching settings.  It was because of Terri that I developed a new research interest in the use of technology tools in marketing education.

When I made a career move to James Madison University, David Jones, Administrator for the JMU College of Business IT Computing and Support, was added into my army.  Dave has been extremely helpful with my technological issues in the lab.   Dave has assisted with my lab requests, software needs, hardware needs, server space, and many other random requests to help me do my job.  Mohammad Sumbal, Informaton Technology Specialist for James Madison University’s IT Computing and Support, is not only technologically-savvy, but he has such a wonderful customer-oriented demeanor.   He is so polite, helpful, and patient when working with me.  Unfortunately, when I need Mohammad’s assistance, I’m usually in a technological bind and am not feeling very patient (aka – totally bad mood).  Yet, he has the ability to calm me down, resolve my issue, answer my questions, and go above-and-beyond the call of duty.  Mohammad’s understanding of information security is also top notch!   Sarah Cheverton, Grover Saunders, and many other talented individuals at JMU’s Center for Instructional Technology have been so helpful over the years.  I am fortunate to be working at a university that has such an amazing staff and a center dedicated to helping professors stay abreast of current technologies.

On of the newest members in my army of technological angels is  Chris Wilson, a JMU alum who took my MBA-level Internet Marketing class in the summer of 2008.  I thank Chris for answering my technological questions in a timely manner and helping me enter the world of WordPress as a blogging platform.  Along with Chris, I thank every current and past student for thinking of me and taking the time to share when they encountered something interesting about the intersection of technology and marketing.

Finally I thank my dear husband, Irvine “Bud” Clarke, for his efforts at keeping me current in the mobile arena.  He had the foresight to see what was coming in the world of M-commerce long before I did.  He is so good about showing me cool things to do with my mobile devices.  He’s also great about sending me links to interesting material that he reads online.

To my entire army of technological angels, I thank you from the bottom of my heart.  Without your time, expertise, and support, I would not be able to impart the level of knowledge that I desire to JMU marketing students.  You not only help me, but you help all of my students as well.  Hats off to you all!


2013 Google AdCamp, Australia

Ad Camp Google is offering an all-expense-paid program at Google Sydney in Australia for up to 30 current undergraduate students.

The 2013  AdCamp includes a collaborative curriculum focused on advertising insights and select Google products.  This program allows AdCamp participants to compete in an advertising case competition, meet Googlers and interns, and build a peer network through social activities.  The application is due by November 16, 2013.

Although this opportunity is only available to students enrolled in 4-year universities in Australia, there are many other exciting Google Programs, Events, and Scholarships such as the Google Online Marketing Challenge and Google AdCamp in New York City.

 


 

How to Use Facebook’s Timeline for Marketing

Jack Morton’s slideshare presentation provides marketing tips for making the most of Facebook’s Timeline feature.  Facebook Timeline, which was introduced in early 2012, has some really interesting implications for branding and advertising products.  View the slides below to learn more.

Some Marketing Buzzwords for 2012

Each new year ushers in a corresponding set of new marketing buzzwords.  Value justification, real-time, attribution, and personalization were in the top of the list for 2010 according to Marketing Jive.  Five years ago we were hearing a lot about ROI,lead-gen, relationship marketing, customer centric,and consumer initiated marketing.  So what are we likely to hear in 2012? 

Showrooming 

Plussification 

SoLoMo

Gamification

Tumbld

Cloud Sourcing

Second Screen

If any of these sound foreign to you, check out the 7 Marketing Buzzwords You Need to Know by Eric Anderson.  And if you don’t know them now, you probably will by the end of 2012.


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