“Have the courage to be the Purple Cow”
Throughout my (ongoing) job search this has been my mantra. It comes from Seth Godin’s book Purple Cow which I would definitely advise every marketer to read. The premise of the book is that brown/black and white cows are normal, nothing special. A purple cow, however, would be remarkable. Something (or someone) remarkable is worth talking about, worth paying attention to – in my case, worth hiring. The Drake business school does a great job of churning out brown cows, but what employer wants a brown cow?
Throughout my job search I have struggled with how to market myself as the purple cow. My boss at my internship preaches to me that I need to differentiate myself from everyone else. I go to school in Iowa and I’m a twenty two year old woman, what’s remarkable about that? I figured that if I came to Drake and worked hard, recruiters would be banging down my door to hire me. Wrong. Drake sets us up as brown cows and gives us all the tools to become purple cows but only if we have the drive and desire to get there.
I found my purple cow, have you?
Blogging may seem trivial and only something that the fashion students have time for. However, it is actually one of the most important things you can be doing for yourself. Yes, it takes time and energy to get a blog up and running, and you may be thinking that you don’t have time for a blog. Wrong. The only thing you need to get a good blog going is some strategic planning – once a month sit down and write out an editorial calendar of the posts you want to create that month. Planning is the most important aspect to maintain a blog. TBD on an editorial calendar is bound to mean To Be Disastrous so take the time to plan on what you want to do and stick with it.
As someone trying to make their mark in the business world you need to blog because it is one of the easiest ways to leverage SEO and get yourself found. Every blog post you write becomes another webpage and every webpage is another opportunity to move yourself up in the Google Search Rankings. By doing simple things like sprinkling keywords though your post you can rank well for whatever you want to be associated with, whether that be marketing or fashion or even blogging itself. Unlike other marketing initiatives, with blogging you can improve your SEO with every post. Plus, a blog can be as formal or informal as you want to make it!
Blogs allow you to share your expertise and position yourself as an expert and thought leader in a way that just posting your resume on Linkedin cannot. Your blog should engage your readers and invite them to make comments or ask questions thus making it another platform for communication with potential employers or other cohorts of yours.
Bottom line: blogging is free, it’s easy and it’s something that every student needs to be doing.
It was the dress seen around the world. Last Thursday the internet found itself completely swept up in a debate about a dress: Is it blue and black or white and gold? What actual color is the dress? And why did a dress and rampaging llamas in Arizona take over our social media? There’s a simple answer for the latter question: we’d rather debate something positive, like the dress, than ISIS and Department of Homeland Security funding. Think about it, has anything negative or hard hitting every gone viral? Nope. Everyone was tweeting about this dress and I mean everyone from Taylor Swift to Jimmy Fallon to Kanye and Kim. Personally, I argued about the color of the dress with three different groups of friends.
As for the question about what color the dress is, there is a scientific reason for what color you see. I originally saw blue and black but later saw white and gold and was completely freaked out by it. According to scientists the colors you see depends on the brightness of the environment you’re in and the brightness of the screen you’re viewing the picture on. New York Times explains it really well here.
In today’s marketing world if something is trending on Twitter to the degree that #TheDress was any social media expert that’s worth their salt should be tweeting about it. People who saw blue and black couldn’t imagine how anyone could see white and gold, and vice versa. Twitter was in an uproar. Some quick thinking brands were able to capitalize on the situation and get in on the action. While some attempts were a little awkward…
…Others completely missed the mark:
Not to worry though, some brands did a really good job!
I was very surprised though that Oreo was late to the party
So… Black/Blue or White/Gold?
2015 is primed and ready to be a great year for Minnesota Sports…. Or at least two teams. In addition to signing a new manager/coaching staff the Twins re-acquired Torii Hunter. Last week the Timberwolves traded so they could bring back Kevin Garnett. Garnett comes back to the Wolves to lend his experience to young players on a team trying to learn how to win. Hunter comes back to the Twins with exactly the same mission. Garnett is 38. Hunter is 39. Both are multi-time All-Stars. Both were among the best defensive players in their respective leagues. Garnett is a former league MVP, while Hunter received MVP votes in four separate seasons.
Most importantly, both were fan favorites when they were in Minnesota and their teams are hoping they can bring some much needed excitement and success back to the Twin Cities sports scene. I’m not a Timberwolves fan but as a Twins fan I can tell you that they desperately need some fan support right now and to create some excitement. Having not made the playoffs since 2010 and finishing with a below .500 average since then as well they [hopefully] finally hit rock bottom and made some major changes this off season in hiring a new manager and bringing in some new impact players. This is a perfect opportunity for the Twins and Timberwolves to capitalize on the fan excitement on getting these two players back and run a joint advertising campaign. I think something even as simple as putting up a few billboards up around the cities with the two guys shaking hands or something could do wonders for fan sentiment on both teams. I addition to that a humorous commercial would be best to showcase the personalities of these guys and remind the fans of what they’re like. Torii has made some great commercials for the Twins in the past and I have no doubt he’d be up for doing it again.
All in all while I’m not a huge fan on the new Twins manager I’m hopefully that Torii can get the clubhouse going and light a fire under the Twins this year as KG will be trying to do with the Wolves.
Swift on the cover of Time Magazine, November 2014
In high school I loved Taylor Swift; I even went to one of her concerts. A huge country fan, over time I began to resent Swift’s gradual shift over to the poppy side of the music world. 1989 changed everything. She does whatever she wants and doesn’t care what she looks like doing it (Read: Taylor dancing in Shake it Off music video)
I like Taylor Swift now, and I’m over it. She’s done what she wants to do, and she hasn’t apologized for it along the way. Not only is she a great writer and singer, she is a brilliant marketer. At 25 she has more marketing tricks up her sleeve than most seasoned professionals.
First, she has managed to re-brand herself from a country princess to a pop queen, and she has managed to do it without burning any bridges in the music community. She did it slowly, over time as each of her albums became progressively less country and more poppy. Her music is so good though that singers (and fans alike) from both generes love her and have continued to follow her career and her music as she bridged the gap. Influencers are important for any brand and it’s even better when your influencers are authentic and enthusiastic supporters of your brand.
Engagement with customers, or in this case, fans, is something that a lot of brands struggle with. Taylor Swift is amazing at it and I think that is one of her greatest strengths. She’s truly interacting and engaging in the lives of these fans. She knows who they are. She’ll both talk to them and listen to them. This winter she got in the holiday spirit with Swiftmas in which she unapologetically stalked her fans on social media to find out about their lives to she could hand pick Christmas gifts for them. The rational side of me wants to think that she had one of her many assistants do the actual cyber stalking but Taylor still handwrote letters along with the gifts to each of her fans. She also recently sent a fan a check for $1989 to help with the fans’ student loans. Seriously. She actually went out of her way to do these small things for fans. I have never heard of another artist/actress/politician, anyone famous doing things like this. Doing things like these coupled with never being involved in any type of scandal has endeared Taylor to millions of fans across the world.
She also knows exactly what her fans want and caters to that. This is a quality that many brands lack. Apple is one of the few brands that seriously knows their fans and works tirelessly to come up with products that they will like. Swift released her first album when she was just 16. Her most recent album release, 1989 was just shy of her 25th birthday. Swift’s fans have grown up with her through her five albums. Her debut album featured angsty teenager songs such as Teardrops On My Guitar and Picture to Burn. Known for writing her songs almost entirely by herself, Swift, a teenager herself when her second album was released in 2008, is able to tap into the spirit of the average teenager and write songs that speak to them. The album’s most popular song You Belong with Me was about a nerdy high school girl who ultimately ends up with the hero football player. With the releases of Speak Now and Red Swift, now a snarky twenty something took to mocking her exes in her songs – something that all twenty something women love to do. She has gained a lot of notoriety for those stunts but I think her writing songs like that has done a fantastic job of generating her great PR as the media (and America) tries to guess which song is about which former fling as well as allowed her to differentiate herself from every other pop star out there. Finally, with 1989 Swift has really come into her own skin and flawlessly made the leap from Country to being firmly ingrained in the pop music world. Instead of hating on her exes, in this album Swift makes fun of herself and more importantly has fun with it. Swift has been described as a “serial dater” which she fully owns and dramatizes in Blank Space.
As a marketer I have come to really respect Swift first for her perfect rebrand of herself and also because she’s just really awesome at marketing herself and her products. I’m excited to see what new and innovative thing she comes up with next..
I did not like either team in the Superbowl this year so the night was all about the ads for me – and the beer and party food, of course. A lot of the companies released their ads early or at least released teaser ads for their Superbowl ad which is a new phenomenon that I am totally on board with. I was kind of disappointed that the advertisers this year tended to stay away from the funny ads and favor the sentimental ones instead. This can be a risky move as exemplified by the jarring Nationwide commercial however a lot of the companies nailed it. Here are my top 3 ads:
1. Always – Throw like a girl
This is one of my favorite ads of all time. I think it speaks to both girls and boys alike. A longer version of it went viral online in June 2014. P&G put this ad out with the intention of changing the perception people have of doing something “Like a girl”. Always commissioned a study of the ad and says that 76 percent of young women ages 16 to 24 said they no longer saw “like a girl” as an insult after watching the ad. Two out of three men who watched it said they would think twice before using the phrase as an insult, according to the study. I think part of the reason the ad is so powerful is because it’s so simple – no script, just regular people being asked a simple question. While this isn’t something you would expect from a women’s products company, it was executed brilliantly and sparked a larger conversation which is what their marketing team was aiming for.
2. Budweiser – Lost Puppy
Good business people find a something that works and then they exploit it for all that it’s worth. Budweiser found out last year that puppies are awesome and since then they have been capitalizing on that fact. Once again, this is a sentimental ad and Budweiser nailed it. The people who rank these kinds of things ranked this ad the second best of the night, behind Always.
3. Chevy WIFI
While not a sentimental one, this was the first ad of the game and I can honestly say that like much of America, my heart nearly stopped when I thought my cable went out. I was hosting a party and all 11 heads turned to me with their mouths agape when the screen went black. Chevy did a great job of capitalizing on the big game atmosphere and how people would seriously freak out if their cable actually went out. This is a perfect example of advertisers using the fear tactic with a little bit of humor thrown in. Overall an excellent ad with great placement at the beginning of the game.
I was watching the Golden Globes on Sunday night when this ad came on. I will admit that I was drawn to it and couldn’t take my eyes off the screen. However, I do think I was so mesmerized by the ad because of the children singing. As soon as the ad was done my roommate [A health sciences major] said “There’s no way those are all real. McDonald’s would not say “Pray” on one of their signs”. She said exactly what I was thinking: there’s no way McDonald’s would have their employees crawl on a ladder up to their sign in the middle of a flood and write a pray for us type of message – it is both politically incorrect and beside the point when a town is dealing with a tragedy. While that was my main problem with the ad, internet outrage broke out over some of the other imagery that the signs painted.
The commercial provoked strong reactions, with some saying they were moved by it and others saying it was tacky for a company to use tragic events to polish its image. Most of the national criticism of this ad was because the signs featured references to 9/11, the Boston Bombing and the Columbia Space Shuttle disaster which people find insensitive.
Recently McDonald’s has been trying to refresh their brand after falling sales the past two years. They have been focusing on the “lovin it” part of their “I’m loving it” slogan. A previous ad in this series was a cartoon ad in which long standing enemies like Batman and the Joker and Bears/Packer fans become friends and love each other. This new Signs ad was meant to illustrate the role that “beloved” McDonald’s restaurants play in communities. I think that McDonald’s trying to humanize their huge corporation is a good thing but they should not be doing it by capitalizing on tragedies that are still very fresh wounds for many Americans. Regardless of what your personal opinion of the ad is, McDonald’s can chalk it up to a win as they are getting tons of free publicity from it because everyone is arguing about it.
I am a millennial. We have also been referred to as Generation Y, the We generation, and Echo Boomers. Millennials are the group of Americans born between 1980 and the mid-2000s. We have surpassed the baby boomers to become the largest generation in the U.S., representing one-third of the total U.S. population in 2013. We have distinctly different behaviors, values and attitudes from previous generations. These behaviors, values and attitudes are something that marketers need to pay attention to.
First, millennials are the most educated generation to date. About 61 percent of adult Millennials have attended college, whereas only 46 percent of the Baby Boomers did so. Thus, we are savvier than our baby boomer parents and won’t fall prey to marketing media blitzes. We actively tune out and ignore most traditional advertising. If brands want us to adopt their products/services they need to create relationships with us – relationships that are based upon more than just buying and selling. Millennials have the tendency to think we have the power to make brands succeed or fail, and why wouldn’t we? – just look at the Arab Spring movement. We want to engage with brands – 59% of millennials have “liked” a brand on Facebook and 40% subscribe to some sort of brand email. In order to connect with millennials brands need to create compelling and engaging content.
Second, going along with creating compelling content, brands who want to connect with millennials need to be all over social media. Millennials are a group that highly weights our purchasing decisions on the thoughts and shares of our peers. Twenty-five percent of millennials share online shopping content to our social networks; a rate of nearly four times that of the average user. We also share more content in general — twice as much as the average user. We spend the majority of our time on the internet on Facebook, Twitter, Linkedin, Instagram, and Pinterest. Brands need to be on all of these sites and they need to differentiate the content they put out as well. If I follow a brand on Facebook, Twitter, and Linkedin I do not want to see the same exact post on all three sites. Brands can (and should) use social media to engage with their consumers. They can create great PR for themselves, and avoid major PR disasters simply by tweeting at consumers.
Lastly, millennials are incredibly mobile. According to Nielsen data in the second-quarter 2014, 85% of Millennials aged 18-24 own devices and 86% aged 25-34 own them, an increase from 77% and 80%, respectively, in second-quarter 2013. We have grown up as the internet has and have always had technology at our fingertips. Brands need to be aware of this and connect with us as much on mobile as with all the other platforms. This means, responsive website design, geo-targeting, and swapping out banner ads for mobile ads.
Check out this quiz to see how “millennial” you are
2014 was a big year for marketing — the desktop computer continued to lose major ground to mobile devices, wearable tech caught on, and crowd sourcing was huge. 2015 is sure to have major gains in the field as well. Here are some of my predictions:
- Instagram: With over 200 million users this app should be marketing central for any company looking to engage with their customers/clients and most importantly potential customers and clients. Instagram is a fantastic platform to share images of pretty much anything and many companies have not figured that out yet. It is a tool that any small business looking for growth needs to master. I predict that in 2015 we will be seeing a lot more of the promoted pictures popping up in our feed as well as many more companies making the leap to get an Instagram in the first place.
- Social payments: Here, I’m talking about both one click purchase capability from sites such as Twitter, Facebook, and especially Pinterest but also peer-peer payments like venmo and more recently, Snapcash. While everyone in my peer group is wary of Snapcash I think as long as companies educated the consumers a little better than a 10 second video, payment systems like this could really take off.
- Geo-fencing: I think geo-fencing and geo-targeting are really cool concepts and I hope they take off in 2015. While getting promotions into the hands of consumers is the top use of this technology it can also be a powerful tool simply for educating people. For instance, I could be the local high school running a fundraiser at the town’s chipotle. I could put a geo-fence around the largest local employer and send a text to everyone there letting them know about the fundraiser. With something like a fundraiser their success depends on awareness so this would be a great tool to educate people about all kinds of things.
- Content is King: Shout-Out to Drake for drilling it into my head the last four years that Content is king. This is a concept that not all companies know, but more and more have been warming up to the idea and I think in 2015 the number of companies producing good, native content is going to rise at exponential levels. Everyone can have a huge sale or donate a bunch of money to a local shelter to generate some good PR, but not everyone is capable of producing good, engaging content. In this day and age content is one of the few things that companies can use to differentiate themselves from the competition. I predict in the next year companies will seriously step up their game and make creating original content (owned media) a larger part of their marketing budget. The Oreo Super bowl tweet a couple years ago is a brilliant example of this – it was original, it was timely and it was a hit.
What do you think will happen in the world of marketing in 2015?
No time to blog this week due to finals but check out Adweek’s Top 10 ads of 2014. My personal favorite ad was the Budweiser PSA that I wrote about in September but these are pretty great too. Number 10 is super cute and Numero Uno is hilarious. Enjoy!