This is an online marketing campaign that is making it around the tech circuit.
http://www.pomegranatephone.com/default.html
I don't want to give away the ending, so take a moment to explore. One of my favorite features is the coffee brewer!
Tuesday, November 18, 2008
Tuesday, September 16, 2008
Crayola
Why would crayola remove it's smell from its crayons? Seams dumb to lose the sensual branding they have built upon for years.
Monday, September 8, 2008
Social Media
http://socialmediatoday.com/SMC/46113
Here is a link to an article: "A List of Social Media Marketing Examples." In particular, I thought Shonda might be interested.
Here is a link to an article: "A List of Social Media Marketing Examples." In particular, I thought Shonda might be interested.
Microsoft New Campaign
I dont know if any of you have seen this ad: Critics say Gats-Seinfeld Duo No Lauging Matter (Text included below for those without access to the Wall Street Journal).
It seams like an interesting campaing. I, as most of you know, am not a fan of Microsoft. In the Marketing Mix, they have clearly let their prodcut slide from a great tool, to almost virus like hog that prevents people from doing what they want to do on a pc. Either way, it looks like they are trying to change their image. I wonder what is next in this IMC - what were the goals and was I even a stakeholder they were looking to win back?
-----------------------------------------------------
Critics Say Gates-Seinfeld Duo
No Laughing Matter
Microsoft Ads Draw
Attention, Not Praise;
Missing the Creativity?
By NICK WINGFIELD and SUZANNE VRANICA
September 8, 2008
Jerry Seinfeld's long-running sitcom is often described as a show about nothing. The same might be said of a baffling new Microsoft Corp. commercial featuring the comedian and Bill Gates -- not, as "Seinfeld" characters might say, that there's anything wrong with that.
The first highly anticipated commercial in an ambitious $300 million campaign to burnish Microsoft's Windows brand was mostly panned by early viewers. The TV spot -- which began airing during an NFL game on Thursday and was later seen hundreds of thousands of times on YouTube -- follows Messrs. Gates and Seinfeld around a shopping mall as the Microsoft chairman tries on shoes, but doesn't mention Windows once.
A blogger for Computer World wrote: "It's one of the worst, most pointless ads in history" while a headline in the Sydney Morning Herald read: " 'Bizarre' Microsoft ad misses mark."
Microsoft
Bill Gates and Jerry Seinfeld star in a new Microsoft ad campaign.
Still, some ad-industry professionals praised the quirky commercial for not using Mr. Seinfeld in a more conventional way to, say, directly hawk Windows Vista, a current Microsoft operating system that has been criticized by many reviewers. Despite the negative online chatter about the ad, Microsoft has succeeded in getting people talking about the commercial, ad experts say.
"The initial reaction might be on the fence or leaning negative but the ad did its job," says Dean Crutchfield, a brand consultant. "Most companies would have to spend a billion dollars on advertising to get this kind of attention."
"The fact that they have the blogs, the business community and mass media talking about it means they hit a nerve," says Allen Adamson, managing director of the New York office of Landor Associates, a corporate branding firm owned by WPP Group.
Microsoft spokesman Tom Pilla said the company was pleased with the initial reaction to the ad. "It's exactly what we were trying to achieve, which was to drive buzz," Mr. Pilla said.
In an interview Friday, Bill Veghte, senior vice president of Microsoft's Windows and online services business, said the first commercial was a "conversation starter, an ice breaker" that will be followed by further ads that he declined to describe. Mr. Veghte says the campaign is intended to create more excitement around what Windows can do.
"Some of that magic has faded into the background a bit," Mr. Veghte said. "I though it was absolutely essential we amplify not only the practical but the magical."
Microsoft is seeking to counter the bad buzz around Windows that Apple Inc. has egged on in a long-running advertising campaign, which features a young, hip character representing Apple's Macintosh and a clueless oaf who stands in for Windows personal computers.
Mr. Veghte says the ad campaign is part of a much broader push to boost Windows, including more extensive testing of Windows Vista PCs aimed at speeding up the time it takes to start up and shut down the machines. Microsoft is also cooperating with major retailers, including Best Buy Co. and Circuit City Stores Inc., to create stores-within-a-store that will showcase Windows-powered PCs, Internet services and mobile devices. Mr. Veghte said the company is also evaluating whether to do its own stores in addition to partnerships with other retailers.
Microsoft went to great lengths to keep its ads a secret including having some employees at the Everett Mall in Seattle -- where the ad was filmed earlier this summer -- sign confidentiality agreements. Mall management declined to comment last week about the ad effort and referred calls to Microsoft.
The first commercial didn't give viewers many clues about how Microsoft intends to make Windows more appealing. The ad concludes with Mr. Seinfeld asking Mr. Gates if a day will come when computers will be "moist and chewy like cake so we can just eat them while we're working."
Madison Avenue ad experts say they're eager to find out what else Crispin Porter + Bogusky, the ad firm behind the new spot, has up its sleeves. Crispin is known for giving new life to tired brands, including Burger King.
In the advertising business, the first commercials that launch a bigger campaign -- dubbed "teaser ads" -- are often greeted harshly. They often are designed mainly to attract attention, and are followed by other ads that explain the true message of the marketing effort.
Still, some brand experts gave the initial work a failing grade. "Despite this attempt to be cool, the commercial does nothing to change Microsoft's brand image, says Leslie Smolan, chief strategy officer at Carbone Smolan Agency, a New York-based branding firm.
"It's big, it's got deep pockets -- certainly deep enough to buy any celebrity it wants," Ms. Smolan said. "What it doesn't have is creativity, the key ingredient Microsoft has always lacked."
----------------------------------------
The ad itself:
http://www.youtube.com/watch?v=uz6amk3P-hY
In the meantime: Get a Mac
It seams like an interesting campaing. I, as most of you know, am not a fan of Microsoft. In the Marketing Mix, they have clearly let their prodcut slide from a great tool, to almost virus like hog that prevents people from doing what they want to do on a pc. Either way, it looks like they are trying to change their image. I wonder what is next in this IMC - what were the goals and was I even a stakeholder they were looking to win back?
-----------------------------------------------------
Critics Say Gates-Seinfeld Duo
No Laughing Matter
Microsoft Ads Draw
Attention, Not Praise;
Missing the Creativity?
By NICK WINGFIELD and SUZANNE VRANICA
September 8, 2008
Jerry Seinfeld's long-running sitcom is often described as a show about nothing. The same might be said of a baffling new Microsoft Corp. commercial featuring the comedian and Bill Gates -- not, as "Seinfeld" characters might say, that there's anything wrong with that.
The first highly anticipated commercial in an ambitious $300 million campaign to burnish Microsoft's Windows brand was mostly panned by early viewers. The TV spot -- which began airing during an NFL game on Thursday and was later seen hundreds of thousands of times on YouTube -- follows Messrs. Gates and Seinfeld around a shopping mall as the Microsoft chairman tries on shoes, but doesn't mention Windows once.
A blogger for Computer World wrote: "It's one of the worst, most pointless ads in history" while a headline in the Sydney Morning Herald read: " 'Bizarre' Microsoft ad misses mark."
Microsoft
Bill Gates and Jerry Seinfeld star in a new Microsoft ad campaign.
Still, some ad-industry professionals praised the quirky commercial for not using Mr. Seinfeld in a more conventional way to, say, directly hawk Windows Vista, a current Microsoft operating system that has been criticized by many reviewers. Despite the negative online chatter about the ad, Microsoft has succeeded in getting people talking about the commercial, ad experts say.
"The initial reaction might be on the fence or leaning negative but the ad did its job," says Dean Crutchfield, a brand consultant. "Most companies would have to spend a billion dollars on advertising to get this kind of attention."
"The fact that they have the blogs, the business community and mass media talking about it means they hit a nerve," says Allen Adamson, managing director of the New York office of Landor Associates, a corporate branding firm owned by WPP Group.
Microsoft spokesman Tom Pilla said the company was pleased with the initial reaction to the ad. "It's exactly what we were trying to achieve, which was to drive buzz," Mr. Pilla said.
In an interview Friday, Bill Veghte, senior vice president of Microsoft's Windows and online services business, said the first commercial was a "conversation starter, an ice breaker" that will be followed by further ads that he declined to describe. Mr. Veghte says the campaign is intended to create more excitement around what Windows can do.
"Some of that magic has faded into the background a bit," Mr. Veghte said. "I though it was absolutely essential we amplify not only the practical but the magical."
Microsoft is seeking to counter the bad buzz around Windows that Apple Inc. has egged on in a long-running advertising campaign, which features a young, hip character representing Apple's Macintosh and a clueless oaf who stands in for Windows personal computers.
Mr. Veghte says the ad campaign is part of a much broader push to boost Windows, including more extensive testing of Windows Vista PCs aimed at speeding up the time it takes to start up and shut down the machines. Microsoft is also cooperating with major retailers, including Best Buy Co. and Circuit City Stores Inc., to create stores-within-a-store that will showcase Windows-powered PCs, Internet services and mobile devices. Mr. Veghte said the company is also evaluating whether to do its own stores in addition to partnerships with other retailers.
Microsoft went to great lengths to keep its ads a secret including having some employees at the Everett Mall in Seattle -- where the ad was filmed earlier this summer -- sign confidentiality agreements. Mall management declined to comment last week about the ad effort and referred calls to Microsoft.
The first commercial didn't give viewers many clues about how Microsoft intends to make Windows more appealing. The ad concludes with Mr. Seinfeld asking Mr. Gates if a day will come when computers will be "moist and chewy like cake so we can just eat them while we're working."
Madison Avenue ad experts say they're eager to find out what else Crispin Porter + Bogusky, the ad firm behind the new spot, has up its sleeves. Crispin is known for giving new life to tired brands, including Burger King.
In the advertising business, the first commercials that launch a bigger campaign -- dubbed "teaser ads" -- are often greeted harshly. They often are designed mainly to attract attention, and are followed by other ads that explain the true message of the marketing effort.
Still, some brand experts gave the initial work a failing grade. "Despite this attempt to be cool, the commercial does nothing to change Microsoft's brand image, says Leslie Smolan, chief strategy officer at Carbone Smolan Agency, a New York-based branding firm.
"It's big, it's got deep pockets -- certainly deep enough to buy any celebrity it wants," Ms. Smolan said. "What it doesn't have is creativity, the key ingredient Microsoft has always lacked."
----------------------------------------
The ad itself:
http://www.youtube.com/watch?v=uz6amk3P-hY
In the meantime: Get a Mac
Tuesday, September 2, 2008
Some new things from Google that are free and might be useful
I saw on BBC America about the launch of Google's new web browser "Chrome". So I went to Google labs and saw some other things that might be useful:
- Google Scholar - search scholarly publications
- Google trends - gives updated stats on Google search terms
- Google transit - gives directions using public transportation options only
- Google Chrome - Google's new web browser. You might want to check out "incognito mode" for those developing web marketing for CRM
Monday, September 1, 2008
When to Study IMC
I was talking to my boss about the IMC class we just completed and where it fell within the overall sequence of our classes. He gave me a quizzical look, and said that the only master’s level course he had taken so far (the man has five young children…it’s amazing he got through one class) was Integrated Marketing Communications. After a brief pause, he said that it did make more sense to him to take the IMC class later, the way our program is designed.
After thinking about his comment, it dawned on me that his choosing the IMC course first, without first taking any “building block” classes, is rather consistent with people’s natural tendencies to jump right to the tactical elements of a campaign before identifying the goals, objectives, and strategies first. As awkward and as unglamorous defining these elements may be, I believe this point has finally gotten through my head.
And now, onward to metrics! They look downright painful!
After thinking about his comment, it dawned on me that his choosing the IMC course first, without first taking any “building block” classes, is rather consistent with people’s natural tendencies to jump right to the tactical elements of a campaign before identifying the goals, objectives, and strategies first. As awkward and as unglamorous defining these elements may be, I believe this point has finally gotten through my head.
And now, onward to metrics! They look downright painful!
Thursday, August 28, 2008
Thank you Susan
I just wanted to thank Susan for her dedication, enthusiasm and overall great classroom experience. She was a wonderful instructor who really helped me get a grasp on many marketing concepts that were missing for me.
Thank you very much,
AJ
Thank you very much,
AJ
Wednesday, August 27, 2008
Recovery Phase
It has taken the better part of Wednesday for me to digest everything we covered in our final class, appreciating the talent, enjoying the entertainment, and obsessing about different ways I might have delivered content to make the "integration" piece more meaningful. One thing that I know for sure is that your contributions to our blog have been insightful as well as fun, and I hope they are something I can continue to look forward to (hint).
Our time passed too quickly last evening for me to share the latest version of the MSL billboard for Buffalo.
Our time passed too quickly last evening for me to share the latest version of the MSL billboard for Buffalo.
There is still a LOT of info for outdoor advertising, but it needs to be there, and your suggestions helped present it more succinctly. Thanks to Christy for a draft that helped me visualize an improved creative. Take a ride to Buffalo after September 1!
If you ever need an outstanding IMC/product planning case study, take an investigative look at Procter & Gamble. Here is a link to an article about their latest directions: http://adage.com/article?article_id=130553 By the way, the AdAge website is outstanding.
Thanks for an educational (for me) five weeks and for the pleasure of getting to know you. Please stay in [cyber] touch (hint hint).
Online team collaboration & project management
A coworker sent this link to me and I thought I'd pass it on:
http://www.teamness.com/
It's to an online team collaboration and project management site that might be useful for our upcoming team projects, which look to be pretty extensive.
Speaking of team projects, everyone did such a great job last night. I especially loved all of the humorous elements and the Intel group's cool Powerpoint. And thanks to Ron, Rachel and Shonda, I went to sleep with visions of citrus fruit dancing through my head...
http://www.teamness.com/
It's to an online team collaboration and project management site that might be useful for our upcoming team projects, which look to be pretty extensive.
Speaking of team projects, everyone did such a great job last night. I especially loved all of the humorous elements and the Intel group's cool Powerpoint. And thanks to Ron, Rachel and Shonda, I went to sleep with visions of citrus fruit dancing through my head...
Ron's PSA for Gardenburger
So here is the PSA with Ron for Gardenburger that we showed in class last night.
We really had a lot of fun with it, shooting from multiple angles. In editing, the "campiest" parts were specifically chosen. I could probably re-edit and have a nice, clean PSA, but we were going for a more comedic approach that people would want to watch more than once to bridge between the mainstream and alternative target markets.
We really had a lot of fun with it, shooting from multiple angles. In editing, the "campiest" parts were specifically chosen. I could probably re-edit and have a nice, clean PSA, but we were going for a more comedic approach that people would want to watch more than once to bridge between the mainstream and alternative target markets.
Little things like Ron snapping for the box to be handed to him and him pausing right before the music crescendo were actually made by editing it in out of context. By the way, the sound in the background are script cards that Rachel is holding being dropped. I was going to edit them out, but I thought it was funnier to look more contrived.
Anyway, we had a lot of fun, so we hope you enjoyed it!
Tuesday, August 26, 2008
Current events from BusinessWeek
I was reading two articles in BusinessWeek magazine today. One article was about Ford's fight for a brighter future in car sales (a shift from SUV and truck) and the other was about a fictional author who writes about underage vampires and werewolves.
James Farley(Chris Farley's cousin) is Ford's marketing czar and came up with a successful campaign idea by (for the first time ever) including Ford car dealers during the creative process. Instead of consumers being a part of focus groups it was the car dealers because they knew more than anyone about their customers and what Ford does right and wrong. No relationship is more important that the one between the company making the product and the people selling them. Farley also had Ford's creative chief that worked for another agency outsource for forward-thinking and creative talent around the state of Michigan (Ford Headquarters).
No one knows if the campaign will actually work because it hasn't come out yet, so far I think it is headed for success because Farley used the best players. It was a really interesting article!
The second article was about author, Stephanie Meyer, who engages with her fans over social networking sites, websites, and her personal email. What better way to connect and build relationships with your audience than virtually!? With today's advancements in technology it is much easier to gain feedback and keep up with trends by reading blogs, reviews, and browsing social networking sites to CONNECT with people that have the same interests. It's all about connections!
All and all the two articles were really fascinating to me. Both people used resources that are available to us and are effective.
Processes can seem to get in the way but.......
Are you within branding guidelines? Are you engaging the right vendor/s? Have you identified your stakeholders? Has your manager approved your campaign budget? I could keep going on and on but the bottom line to ask yourself is, "are you following the process?" The reason I bring this up is that managing an integrated marketing campaign can cause many different forks in the road than a simple advertising only campaign and a lot of it has to do with process. Let me give you an example.
A product marketing manager came to me last week all excited about a new idea to promote his product. Objective: Create awareness and buzz with the end goal being to generate sales. He came to me with a theme already decided upon and some marketing tactics thought through. I started asking him things like, "have you gotten this approved by branding?" "Have you gotten senior management (stakeholders) buy in?" "What vendor are you using for the DM portion?" "Who will be developing your online banners?" "Who is your target audience?" "Where are you getting your database?" Blah Blah Blah. You get the picture. At the end of the conversation this person's head was spinning and all because of processes that he was not familiar with. Engaging the right people at the right time is critical. Had this marketing manager engaged the Mar Com team earlier he would have understood some of the processes and not felt so overwhelmed. After all, dealing with over five vendors for an integrated marketing campaign might seem unmanageable to some but when you have the right processes in place it makes all the difference in the world. I am not one to follow process (at times) but there is a reason that we have them so don't let them get in your way.
A product marketing manager came to me last week all excited about a new idea to promote his product. Objective: Create awareness and buzz with the end goal being to generate sales. He came to me with a theme already decided upon and some marketing tactics thought through. I started asking him things like, "have you gotten this approved by branding?" "Have you gotten senior management (stakeholders) buy in?" "What vendor are you using for the DM portion?" "Who will be developing your online banners?" "Who is your target audience?" "Where are you getting your database?" Blah Blah Blah. You get the picture. At the end of the conversation this person's head was spinning and all because of processes that he was not familiar with. Engaging the right people at the right time is critical. Had this marketing manager engaged the Mar Com team earlier he would have understood some of the processes and not felt so overwhelmed. After all, dealing with over five vendors for an integrated marketing campaign might seem unmanageable to some but when you have the right processes in place it makes all the difference in the world. I am not one to follow process (at times) but there is a reason that we have them so don't let them get in your way.
Monday, August 25, 2008
APA
Now that I actually figured out how to do a post on the main page...I can start my post.
I had an experience today with APA formatting that I thought I would share with everyone. I was having some trouble figuring out how to cite a couple of references that my group used in our paper. So I asked my boss if he was familiar with APA style and he said he was. He started going into a whole schpeal (sp?) about how he uses it for new releases etc. So then I reworded my question to ask him if he was familiar with citing references in APA format. He then referred me to out PR person because she wrote more in APA format then he did. So I set out to ask her. Again, she wasn't familiar with how to cite references using APA format...BUT....she did pull out this book from one of her cabinets that was 10 years old! She said I could use that because she doesn't think much of the information has changed. I had to laugh inside! I thumbed through it real quick and it was more geared towards actually writing in APA style versus what are little black and green book is for. Can anybody say Christmas present?!?!
So I just thought it was weird that even though some of the people I work with do use the APA style, but they don't know how to cite references. I mean it is a little bit understandable because they right more along the lines of news releases versus academic papers.
I'm so glad there is spell check on this type of posting!
I had an experience today with APA formatting that I thought I would share with everyone. I was having some trouble figuring out how to cite a couple of references that my group used in our paper. So I asked my boss if he was familiar with APA style and he said he was. He started going into a whole schpeal (sp?) about how he uses it for new releases etc. So then I reworded my question to ask him if he was familiar with citing references in APA format. He then referred me to out PR person because she wrote more in APA format then he did. So I set out to ask her. Again, she wasn't familiar with how to cite references using APA format...BUT....she did pull out this book from one of her cabinets that was 10 years old! She said I could use that because she doesn't think much of the information has changed. I had to laugh inside! I thumbed through it real quick and it was more geared towards actually writing in APA style versus what are little black and green book is for. Can anybody say Christmas present?!?!
So I just thought it was weird that even though some of the people I work with do use the APA style, but they don't know how to cite references. I mean it is a little bit understandable because they right more along the lines of news releases versus academic papers.
I'm so glad there is spell check on this type of posting!
IMC for nonprofits
In my eternal quest for IMC enlightenment, I came across an article about creating an IMC plan for a nonprofit organization. It begins with determining your constituencies, audience responsiveness, message control, implementation, and cost. Then, the article briefly outlines how to write specific and measurable objectives. The outline provided begins with the mission and a brief organizational profile, then an environmental analysis, constituencies (internal and external), followed by an organizational self evaluation, which includes the four "Ps." (Well, the author actually has 7 with positioning, people and politics.) The plan also includes a promotional audit (types of media and whether or not they've been used.) Lastly, there's a budget summary, action plan, and evaluation.
I like the article because it applies to nonprofits, which we don't really talk that much about in class, and it gives another perspective on how to organize an IMC plan. I figure anything to get those synapses firing! Anyway, the article is entitled "Integrated Marketing Communications for Local Nonprofit Organizations: Developing an Integrated Marketing Communications Strategy" by Teri Kline Henley. I can't remember which database I used, but I'd be happy to bring in a copy for whomever is interested.
I like the article because it applies to nonprofits, which we don't really talk that much about in class, and it gives another perspective on how to organize an IMC plan. I figure anything to get those synapses firing! Anyway, the article is entitled "Integrated Marketing Communications for Local Nonprofit Organizations: Developing an Integrated Marketing Communications Strategy" by Teri Kline Henley. I can't remember which database I used, but I'd be happy to bring in a copy for whomever is interested.
Ad Age Network Primetime Advertising costs
I found this neat chart that Ad Age put together for the 2006-2007 advertising slots for popular televisions shows.
http://adage.com/images/random/tvchart06.pdf
I thought it might be helpful for budgeting.
http://adage.com/images/random/tvchart06.pdf
I thought it might be helpful for budgeting.
Friday, August 22, 2008
Professional Networking at LinkedIn
I know we learned about social networking but this professional networking site is geared to making business connections. It's like the old six degrees of separation theory. Everyone can be conected to one another by at least 6 other people. I have 18 people linked to me and that allowed me to connect to the Clintons, McCain and Obama but not The Donald. Search for people you know and add me to your network. I found Susan take a look.
For those of you who are already LinkedIn what percentage are you complete on your profile.
I'm at 85%.
http://www.linkedin.com/home?trk=hb_logo
FAQ from LinkedIn
What can your LinkedIn Network do for you?
1. Get introduced to the people you needWhen you need to reach a professional, LinkedIn will tell you who can introduce you to the person you need.
2.Find professionals your friends can vouch forDon’t just search the web for people. Search the people your friends know and can recommend.
3. Keep up with friends and colleaguesLinkedIn makes it easy to hear news about their careers, projects and professional lives.
4. Don’t miss professional opportunitiesWith LinkedIn, you hear about opportunities in your network, even if your friends don’t tell you about them.
5. Build your relationshipsWhen a connection asks you to make an introduction, you build that relationship.
http://www.linkedin.com/home?trk=hb_logo
For those of you who are already LinkedIn what percentage are you complete on your profile.
I'm at 85%.
http://www.linkedin.com/home?trk=hb_logo
FAQ from LinkedIn
What can your LinkedIn Network do for you?
1. Get introduced to the people you needWhen you need to reach a professional, LinkedIn will tell you who can introduce you to the person you need.
2.Find professionals your friends can vouch forDon’t just search the web for people. Search the people your friends know and can recommend.
3. Keep up with friends and colleaguesLinkedIn makes it easy to hear news about their careers, projects and professional lives.
4. Don’t miss professional opportunitiesWith LinkedIn, you hear about opportunities in your network, even if your friends don’t tell you about them.
5. Build your relationshipsWhen a connection asks you to make an introduction, you build that relationship.
http://www.linkedin.com/home?trk=hb_logo
A Different Nut to Crack
We have a couple really great shows coming to campus! Visit the Cultural Life Center web site: https://theatermgr.roberts.edu/TheatreManager/1/clcHome.html
(I'll be at this one!)
Green Jeans
I've started working on my IMC plan for Green Jeans and in the process I performed some additional research on the "green" marketplace. I must say that I was surprised to discover that there is like a zillion and one more bits of research out there now than there was earlier this year. I found so much additional data that I am considering modifying my target market. It's a crazy, green world there! Talk about information overload! Environmentally charged editorial is everywhere now, and the spin is both positive and negative. There is so much data to sort through, that it makes it difficult to know what to concentrate on.
This brings home the importance of keeping current with consumer trends, no matter what line of business you are in, but also the importance of keeping your company's mission and vision in mind while performing the research. If you lose sight of these values while researching, one can easily get carried away down a different and possibly inappropriate strategic planning path.
This brings home the importance of keeping current with consumer trends, no matter what line of business you are in, but also the importance of keeping your company's mission and vision in mind while performing the research. If you lose sight of these values while researching, one can easily get carried away down a different and possibly inappropriate strategic planning path.
Thursday, August 21, 2008
Ah, Bahston
Hi Everyone,
I'm baaaaaack! Boston was great; although the only areas that I visited were the Seaport World Trade Center, Fenway Park, an accidental joy ride (I'll explain on Tuesday before class), and my hotel room at the Seaport Hotel. I was extremely busy while I was at the Trade Show. I clocked 45 hours of working time from Monday through Wednesday. In fact, my boss told me to take half days off on Thursday and Friday.
So, what was my first business trip in six years like? Different than the last trip, that's for sure. The interesting part is that this time, I was on the other side of the spectrum in terms of the type of business. For example, the last business trip. which was in NYC, was for the non-profit agency for which I worked at the time. The trade show portion of that trip was a room full of booths that promoted services, rather than products. Whereas, the trade show in Boston was a products show -- telecommunications products, to be exact.
Much of what I observed there was familiar in that some of the concepts have been discussed in our previous MSMK modules. For example, I gleaned a greater understanding of channel marketing, distribution, pricing, agents, carriers, and direct sales. I was actualy able to associate what I learned for the past year to what was happening on the exhibit hall floor, and during the entire trade show. I found the experience to be very exciting and certainly an enhancement to the overall learning experience in which I am currently enrolled.
Then came the public relations portion of my duties for the three days. One Communications is a sponsor the Boston Red Sox. On Tuesday, we hosted a Red Sox Legend at our booth. Wow! All I can say is that Jim Rice, THE Boston Red Sox Legend, was so awesome that he is now my dear friend and I will cherish my four hours with him for the rest of my life. My responsiblity was to meet Jim (that's what he told me to call him) at the entrance to the Seaport World Trade Center, usher him to a VIP room to sign some specially designed (by our terrific in-house graphics designer) co-branded (One Communications and Boston Red Sox) baseball stats cards featuring Jim Rice (I'll take along a card to class on Tuesday), then take him to the exhibit hall, where he was stationed in our booth for an hour and half in order to autographed more cards for the people who formed a rather large line.
After the booth session, I had to take him to another meeting room where he was the center of attention in a meet and greet with several VIPs and top sales agents associated with our company. They all sat around and talked baseball (until I was going "batty"). Jim was very engaging, extremely likable, eager to answer all questions, autograph personal memorabilia, and talk about the old days to the delight of all who were present. Then, I took pictures of each and every person in the room with his arm around Jim Rice. I think someone forgot to take a picture of me with Jim. However, I did have my picture taken with the Red Sox 2007 World Series Trophy later that night!
BTW, I missed my moment to greet Jim upon his arrival at the Seaport World Trade Center-- he was a bit early and I was in the bathrom (so what else is new?). Thankfully, my boss was there to greet him. When I came running toward him, apologizing profusely, he smiled and gave me a big hug. I explained that I was in bathroom -- to much information . . . Jim laughed really, really hard; the ice was broken, and we hit if off famously.
Just a little side note: Jim Rice is a celebrity -- a pretty big celebrity in the world of sports. Yet, he has been married to the same woman for 37 years, has two children who are in their late twenties, and three grandchildren. Given the way celebrities go through spouses like water, I think that Mr. Rice's personal accomplishment is larger than his Boston Red Sox Hall of Fame Induction.
Given the fact that I was working pretty much non-stop while in Boston, I did manage to find a quiet place for about 45 minutes wherein I read the BMW Z3 Roadster launch case study. I found the article to be a great read!
Well, this is my blog for this week. I will be happy to tell more about the trip to anyone who asks, especially my story about meat, meat, and more meat!
See you all on Tuesday! -Josette
I'm baaaaaack! Boston was great; although the only areas that I visited were the Seaport World Trade Center, Fenway Park, an accidental joy ride (I'll explain on Tuesday before class), and my hotel room at the Seaport Hotel. I was extremely busy while I was at the Trade Show. I clocked 45 hours of working time from Monday through Wednesday. In fact, my boss told me to take half days off on Thursday and Friday.
So, what was my first business trip in six years like? Different than the last trip, that's for sure. The interesting part is that this time, I was on the other side of the spectrum in terms of the type of business. For example, the last business trip. which was in NYC, was for the non-profit agency for which I worked at the time. The trade show portion of that trip was a room full of booths that promoted services, rather than products. Whereas, the trade show in Boston was a products show -- telecommunications products, to be exact.
Much of what I observed there was familiar in that some of the concepts have been discussed in our previous MSMK modules. For example, I gleaned a greater understanding of channel marketing, distribution, pricing, agents, carriers, and direct sales. I was actualy able to associate what I learned for the past year to what was happening on the exhibit hall floor, and during the entire trade show. I found the experience to be very exciting and certainly an enhancement to the overall learning experience in which I am currently enrolled.
Then came the public relations portion of my duties for the three days. One Communications is a sponsor the Boston Red Sox. On Tuesday, we hosted a Red Sox Legend at our booth. Wow! All I can say is that Jim Rice, THE Boston Red Sox Legend, was so awesome that he is now my dear friend and I will cherish my four hours with him for the rest of my life. My responsiblity was to meet Jim (that's what he told me to call him) at the entrance to the Seaport World Trade Center, usher him to a VIP room to sign some specially designed (by our terrific in-house graphics designer) co-branded (One Communications and Boston Red Sox) baseball stats cards featuring Jim Rice (I'll take along a card to class on Tuesday), then take him to the exhibit hall, where he was stationed in our booth for an hour and half in order to autographed more cards for the people who formed a rather large line.
After the booth session, I had to take him to another meeting room where he was the center of attention in a meet and greet with several VIPs and top sales agents associated with our company. They all sat around and talked baseball (until I was going "batty"). Jim was very engaging, extremely likable, eager to answer all questions, autograph personal memorabilia, and talk about the old days to the delight of all who were present. Then, I took pictures of each and every person in the room with his arm around Jim Rice. I think someone forgot to take a picture of me with Jim. However, I did have my picture taken with the Red Sox 2007 World Series Trophy later that night!
BTW, I missed my moment to greet Jim upon his arrival at the Seaport World Trade Center-- he was a bit early and I was in the bathrom (so what else is new?). Thankfully, my boss was there to greet him. When I came running toward him, apologizing profusely, he smiled and gave me a big hug. I explained that I was in bathroom -- to much information . . . Jim laughed really, really hard; the ice was broken, and we hit if off famously.
Just a little side note: Jim Rice is a celebrity -- a pretty big celebrity in the world of sports. Yet, he has been married to the same woman for 37 years, has two children who are in their late twenties, and three grandchildren. Given the way celebrities go through spouses like water, I think that Mr. Rice's personal accomplishment is larger than his Boston Red Sox Hall of Fame Induction.
Given the fact that I was working pretty much non-stop while in Boston, I did manage to find a quiet place for about 45 minutes wherein I read the BMW Z3 Roadster launch case study. I found the article to be a great read!
Well, this is my blog for this week. I will be happy to tell more about the trip to anyone who asks, especially my story about meat, meat, and more meat!
See you all on Tuesday! -Josette
Companies that use Public Relations
I've been noticing more public relations marketing lately and thought I'd share some of the efforts to give people an idea of what they might want to use in their own Jeans Unlimited IMC.
There's also a weblink on Italian fashion industry and their move toward social responsibility education:
http://m09.cgpublisher.com/proposals/18/index_html
- Goody (makes hair grooming and accessories products) is partnered with Girls on the Run, which advocates activity lifestyles for girls... who will likely need Goody to keep their bangs out of their eyes when running.
- Dove created the Dove Self-Esteem Fund that endorses programs that teach girls they don't have to be super models to like themselves.
There's also a weblink on Italian fashion industry and their move toward social responsibility education:
http://m09.cgpublisher.com/proposals/18/index_html
Wednesday, August 20, 2008
Trying To Put It All Together!
I too am plowing through the pile of information and previous projects (which are all over the floor of my apartment) trying to somehow put it all together into the IMC plan for Jeans Unlimited...I just feel like there is so much to include and so many directions to go in that I am hitting a wall on the Jeans...maybe I am just sick of the Jeans case in general and as we have discussed before, I would definitely recommend that future cohorts be given the option of doing thier individual projects on the company they are working for or on a company / product of thier own choosing. I am having writer's block all over the place, school and work, but hopefully that goes away pretty quickly! I think we will all be welcoming the week off coming after this class (no offense Susan, we just need a break), especially with the pile of stuff looming for the next class. Wishing you all a calm and productive remainder of the week...see you all on Tuesday for presentations!
Laura
Laura
Niche marketing
For those of you who are looking to do niche marketing for your IMC plan, you may want to look at some of THESE markets:
Latest Poll Reveals 430 New Demographics That Will Decide Election
Latest Poll Reveals 430 New Demographics That Will Decide Election
week four of class
Last night's class seemed really stressed and filled with unasked or unanswered questions. I had a difficult time myself stretching back to the previous classes and recalling what we'd completed for each. This class is the first that I've really had to do that - to recall previous projects and blend them with the current studies. I'm seeing that now as a bad thing, since Susan seemed to be internalizing the need to rip her hair out last night. Not sure if we should have taken a look at the previous projects before last night's class, but it might have helped ease the confusion, especially for me. Big picture hasn't been the topic in a lot of the classes before now, and at week 4 it feels like it should have come together by now in my head. I admit, I haven't begun sifting through old work in order to create my IMC plan for Jeans Unlimited... I'll also admit that Jeans Unlimited is something I won't miss once this program has ended.
In any case, best of luck to you all on your presentations and papers. Three more modules to go!
In any case, best of luck to you all on your presentations and papers. Three more modules to go!
Visions of Sugarplums
So . . . I dreamt about you guys throughout the night. You are all haunting me as I investigate different approaches to bring you to the IMC moment of victorious triumph (or surrender). My objective for this week was to deliver unequivocal insight to your many months of study by setting a relevant stage for those past subjects. Our worksheets were primarily a tool for review, culminating in the succinct promotional strategy for your Jeans Unlimited marketing plan. Let me know how I can continue to help clarify . . . so that I can get some sleep . . .
A few guidelines for your case study team project, brought to light by an after-class conversation with Grace, Laura, and Johanna: The value of the assignment is in the critical analysis of the IMC plan (as it aligns with the corporate story, marketing plan, and brand) AND your reasons for a favorable critique or your recommendations for what you project would have been a more successful campaign. Your report should include some background information and the structure/details of the plan that were utilized which will serve as a frame of reference for the group (this should be a summary). Please direct your energies to the critical thinking piece. Let me know if you have questions.
As always, I thank you and appreciate your candid feedback. Have a great week!
Susan
A few guidelines for your case study team project, brought to light by an after-class conversation with Grace, Laura, and Johanna: The value of the assignment is in the critical analysis of the IMC plan (as it aligns with the corporate story, marketing plan, and brand) AND your reasons for a favorable critique or your recommendations for what you project would have been a more successful campaign. Your report should include some background information and the structure/details of the plan that were utilized which will serve as a frame of reference for the group (this should be a summary). Please direct your energies to the critical thinking piece. Let me know if you have questions.
As always, I thank you and appreciate your candid feedback. Have a great week!
Susan
Tuesday, August 19, 2008
What product are they selling, anyway?!
I had originally started to blog about something else when I decided to start over because of an item in the reading that stuck with me. Looking at brand awareness and attitude, I was trying to think of examples of companies that managed to do one and not the other.
My most recent experience where there was positive brand attitude but confusing brand awareness for me was in the realm of corporate consultants and motivational speakers. For example, people in the business world know the name "Tony Robbins." Apparently, the name produces positive emotional awareness, ie, brand awareness with Tony Robbins Company. But what the heck is the product?!
Really, even when I was talking to a representative, I could not figure it out. I heard some stuff about neuro-linguistic programming (automated behavioral responses) and being in a behavioral science, I was familiar; however, NLP is something you could get for much less by going to a therapist, a do-it-yourself text, or even a youtube video. Even after sitting through a 90 minute sales pitch -- I still don't know what Tony Robbins does. Even after listening to a tape that someone gave to me -- I still don't know what Tony Robbins does.
But he gets paid millions and millions to do it!
My most recent experience where there was positive brand attitude but confusing brand awareness for me was in the realm of corporate consultants and motivational speakers. For example, people in the business world know the name "Tony Robbins." Apparently, the name produces positive emotional awareness, ie, brand awareness with Tony Robbins Company. But what the heck is the product?!
Really, even when I was talking to a representative, I could not figure it out. I heard some stuff about neuro-linguistic programming (automated behavioral responses) and being in a behavioral science, I was familiar; however, NLP is something you could get for much less by going to a therapist, a do-it-yourself text, or even a youtube video. Even after sitting through a 90 minute sales pitch -- I still don't know what Tony Robbins does. Even after listening to a tape that someone gave to me -- I still don't know what Tony Robbins does.
But he gets paid millions and millions to do it!
International Concerns
I think a couple of weeks ago we mentioned the need to examine proper translation when moving into an international market. Here is a link that explains some examples of why: Engrish Fire Extinguisher
Sunday, August 17, 2008
So much stuff...
First and foremost, Amy, your post was HILARIOUS and quickly brought back some good memories! I wish I had saved all those silly notes so we could go back and read them now like you did with your friends, what a blast that must have been!
Secondly, I thought Greg Kamp was fantastic and what a treat for us to have him come and share his experiences with us. He really opened my eyes to some areas I have not given much time or consideration to, especially the crisis / readiness plan...we don't have one of those and being such a small organization, I think we really need to have one or at least begin to talk about one. If something should happen to one of the key people in one of our administrative functions, we would be in big trouble! In addition, reading through the Employee Relations chapter and handout from Susan, was also an eye opener! You would think that being such a small organization with a small group of staff members that we would be very good at communicating with one another and sharing information, especially since we have weekly staff meetings...not so! It can be very frustrating at times and counter-productive and is definitely something we need to be working on in the upcoming fiscal year, which starts October 1st.
Josette...we will all miss you this week. Have a fun and safe trip to Boston and if you see Jonathan Papelbon, tell him I said hi and love him, hahaha!
See you all on Tuesday!
Laura
Secondly, I thought Greg Kamp was fantastic and what a treat for us to have him come and share his experiences with us. He really opened my eyes to some areas I have not given much time or consideration to, especially the crisis / readiness plan...we don't have one of those and being such a small organization, I think we really need to have one or at least begin to talk about one. If something should happen to one of the key people in one of our administrative functions, we would be in big trouble! In addition, reading through the Employee Relations chapter and handout from Susan, was also an eye opener! You would think that being such a small organization with a small group of staff members that we would be very good at communicating with one another and sharing information, especially since we have weekly staff meetings...not so! It can be very frustrating at times and counter-productive and is definitely something we need to be working on in the upcoming fiscal year, which starts October 1st.
Josette...we will all miss you this week. Have a fun and safe trip to Boston and if you see Jonathan Papelbon, tell him I said hi and love him, hahaha!
See you all on Tuesday!
Laura
What kind of relationship do you have with your PR Agency?
I really enjoyed last week's class on PR, not only our guest speaker but also all of the presentations by the class. PR is such a powerful component of the overall marketing mix and so many companies don’t leverage this secret ingredient in making a company even more successful in the marketplace. PR is not just about getting articles published, it’s about knowing your different “publics” and knowing how to communicate with them and.......knowing your agency and/or PR department. We have all been reading about the dos and don’ts of successful PR but the question to ask is, “what kind of relationship are you having with your PR department and/or agency?” HMM. PR can work much better for you when you realize that your PR agency/department is your “partner.” Many times companies are ready to throw in the towel with their agency but many times they haven’t assessed the relationship. Has it all been one sided? There are puts and takes in any relationship and a company can’t expect that they don’t have to give when it comes to PR. I read an interesting article on this they said: “It takes two to tango” and that is so true. To read more about the importance of the relationship with your PR agency/department click here to read: “Break-ups To Make-Ups: Getting the Most from Your PR Agency”
http://www.marketingtoday.com/pr/0105/getting_most_pr.htm
Let your PR agency/department work with you and not for you. When you have a healthy and strong relationship it’s amazing the results that can happen.
http://www.marketingtoday.com/pr/0105/getting_most_pr.htm
Let your PR agency/department work with you and not for you. When you have a healthy and strong relationship it’s amazing the results that can happen.
Friday, August 15, 2008
Sentiment
I have to admit, I love this blogging stuff. It appeals to my note-writing nature. I got through high school by passing notes back and forth, insisting that my note-writing partner began their reply exactly where my sentence ended. For some reason I was obsessed with no wasted space. I folded those notes up into the familiar triangular-shaped "footballs" and saved them in a large cardboard box for more years than I'd like to admit.
One night while planning one of our high school reunions, three of us dug out that box and began to read them. Those notes caused deep belly laughs, you know, the kind where you can't breathe and tears stream down your face. My friends didn't leave my house until the early hours of the morning. It was worth saving them just for the hysteria of that night.
What's this got to do with IMC? Nothing. I just wanted to acknowledge that I look forward to reading this blog, just like I looked forward to those note-writing study halls in high school. And I never blogged before! I had to wait until I was a half century old to do it! How long will our blog live? Will it be in cyber-space forever? I like our little community. Perhaps I should print out the whole thing and fold it into a football and save it. :-)
One night while planning one of our high school reunions, three of us dug out that box and began to read them. Those notes caused deep belly laughs, you know, the kind where you can't breathe and tears stream down your face. My friends didn't leave my house until the early hours of the morning. It was worth saving them just for the hysteria of that night.
What's this got to do with IMC? Nothing. I just wanted to acknowledge that I look forward to reading this blog, just like I looked forward to those note-writing study halls in high school. And I never blogged before! I had to wait until I was a half century old to do it! How long will our blog live? Will it be in cyber-space forever? I like our little community. Perhaps I should print out the whole thing and fold it into a football and save it. :-)
Thursday, August 14, 2008
Crisis Management in Rachel's world :)
ok this is me relating my Eagle Vale work experience to the captivating guest speaker, Greg Kamp's, crisis management speech....
Today I woke up in a panic. If you didn't know already I am especially love stricken by John Mayer and am attending his concert on Friday August 22nd. While I was copying my work schedule into my new desk calendar I came across a rather horrifying problem. MY BOSS SCHEDULED ME ON FRIDAY AUGUST 22nd!!
This is my idea of a crisis....keep in mind I am 22.
I called work and spoke with my boss who matter of factly informed me that because so many people have requested off this weekend he had to put me on the schedule forgetting I held V.I.P tickets.
So, I called my friend Katy and we worked out a deal, thank goodness!
This happens ALL the time though, and some people call in "sick" the day of!
As an employee of a high strung managed restaurant I feel that it is absolutely necessary that there be back up plans for situations such as this to prevent my boss from getting high blood pressure. If there are 4 waitresses on for a night there should be a 5th on call ( even if it ruins their plans). It has always been our number one priority at the Argyle Grill that customer service is key to a sucessfull business. There is no room for terrible service because we are short staffed. I have brought up this 'on call' idea to my boss, he laughed at first but agreed we needed to do something about it seeing as people are leaving for college now and no one has been hired.
Sorry it's so much text, next time my message will be MUCH shorter!
PR, ethics and fiction
I loved the PR class. The guest speaker was good too.
I know its fictional, but most of what was said I related to episodes of The West Wing. Particularly the spin. In the episode I was watching a couple nights ago, the President was holding off on naming a new chair to the Federal Reserve Board. The "Spin" his staff put on the story was that the delay was out of respect for the deceased former chief. The real reason is that the Presidents wife had already suggested a name to the press, and rather have the public believe that the President makes his decisions based on his wife's recommendations, they decided to wait a day to "spin" the president in a more positive leadership role.
The question of ethics ensues, especially since in the story, the DOW dropped nearly 300 points when there was no successor named for a whole day.
I know its fictional, but most of what was said I related to episodes of The West Wing. Particularly the spin. In the episode I was watching a couple nights ago, the President was holding off on naming a new chair to the Federal Reserve Board. The "Spin" his staff put on the story was that the delay was out of respect for the deceased former chief. The real reason is that the Presidents wife had already suggested a name to the press, and rather have the public believe that the President makes his decisions based on his wife's recommendations, they decided to wait a day to "spin" the president in a more positive leadership role.
The question of ethics ensues, especially since in the story, the DOW dropped nearly 300 points when there was no successor named for a whole day.
Non-traditional Advertising BMW Z3
Magazine Ads for Print and Out of Doors for my Jeans Unlimited
If I didn't know better I would have thought I read the BMW case study before I put together my media plan for Jeans Unlimited. I am using some of the same tactic used by BWM to launch the Z3 roadster. The movie product placement was big for MGM and BMW which ended up being a mutually beneficial agreement. The movie Gold Eye (no so good) made MGM loads of money and BMW increase unit sales close to the high numbers in the 80s. Did you know BMW sold clothes? Everyone is diversifying.
If I didn't know better I would have thought I read the BMW case study before I put together my media plan for Jeans Unlimited. I am using some of the same tactic used by BWM to launch the Z3 roadster. The movie product placement was big for MGM and BMW which ended up being a mutually beneficial agreement. The movie Gold Eye (no so good) made MGM loads of money and BMW increase unit sales close to the high numbers in the 80s. Did you know BMW sold clothes? Everyone is diversifying.
Another Magazine Ads for Print HALO DENIM for Jeans Unlimited
Wednesday, August 13, 2008
I'm not sure where this blog will wind up, so bear with me. This evening's class (8/12) was very exciting for me. I love Public Relations and Mr. Kamp's presentation tonight was a gift! I took notes and could relate to some of what he talked about, having reflected on my life as a Communications Officer for a large non-profit organization.
All of the presentations this evening were well done and very informative. I was hoping to address press releases, as the example in the book is nothing like the press releases that I have done. So, for my homework, I prepared the press release exactly the way I was taught early on in my career.
Since I will be absent from class next week, I won't have the benefit of feedback from Susan, nor others in the cohort who write press releases.
Speaking of . . . I am so upset about having to miss a class -- my first since I returned to school in 2005. However, the good news I am missing class because of a job-related business trip! Yay.
Please think of me next week; and not because dessert will be missed. :)
All of the presentations this evening were well done and very informative. I was hoping to address press releases, as the example in the book is nothing like the press releases that I have done. So, for my homework, I prepared the press release exactly the way I was taught early on in my career.
Since I will be absent from class next week, I won't have the benefit of feedback from Susan, nor others in the cohort who write press releases.
Speaking of . . . I am so upset about having to miss a class -- my first since I returned to school in 2005. However, the good news I am missing class because of a job-related business trip! Yay.
Please think of me next week; and not because dessert will be missed. :)
Class Week 3
Greg the guest speaker was pretty awesome. I enjoyed listening to his 'war stories' and getting an idea of what a PR person really does. It's pretty complex, and I never knew that. Our PR person (who has now moved on) had a lot on her plate, but I never got to see all that she was in charge of. Now that there will be a new director or marketing at Roberts, it will be interesting to see how much this new person will be a 'jack of all trades, master of none', simply because the college has a way of asking a lot of a position of that magnatude. I see the position as being over burdened, and having to do a lot of guess work. PR should be a position in and of itself, and go hand in hand with the Marketing department, as well as the creative and advertising people. I'm not sure what Roberts will decide upon will make sense, but I have hope.
PR requires a fact-based mind, not an emotional one. It has to do with making sure everyone is acting and reacting in a way that is condusive to good public relations. Knowing the institution and what it stands for is paramount. Technology, research, understanding competition, knowing the target markets and publics are all continually changing, evolving, and all need attention... it's a big job. Susan you up for it?! :)
Christy V.
PR requires a fact-based mind, not an emotional one. It has to do with making sure everyone is acting and reacting in a way that is condusive to good public relations. Knowing the institution and what it stands for is paramount. Technology, research, understanding competition, knowing the target markets and publics are all continually changing, evolving, and all need attention... it's a big job. Susan you up for it?! :)
Christy V.
PR in the real world
Many thanks to Greg Kamp for an intriguing look into big time PR. Crisis communications, or readiness planning and action, is something school communicators need to do on a fairly regular basis - whether it's a bomb threat or MRSA virus or student death. Our BOCES group is working on something we're calling a "Go Kit" that has everything we could possibly need in a crisis situation, but might not have access to if the school was off limits. Of course, schools have readiness plans in place, but they are lacking when it comes to dealing with the media during such events. I liked Greg's advice on giving your organization 90 days to write the plan, working from the crisis backwards, having everyone involved - and most important, practicing it.
I also like what Greg said about having different messages for different audiences delivered in different ways, but with the same foundation. I can see why he is so successful at PR and has had so many great career opportunities. I think it takes a very confident and knowledgeable person to be able to tell people how they should act in a certain situation, and have them actually do what you say! BTW, the book he was referring to by Michael Deaver is entitled A Different Drummer: My 30 Years with Ronald Reagan.
I also like what Greg said about having different messages for different audiences delivered in different ways, but with the same foundation. I can see why he is so successful at PR and has had so many great career opportunities. I think it takes a very confident and knowledgeable person to be able to tell people how they should act in a certain situation, and have them actually do what you say! BTW, the book he was referring to by Michael Deaver is entitled A Different Drummer: My 30 Years with Ronald Reagan.
A message from Greg
I was ecstatic to read that our guest presenter in last evening's class was as energized by the experience as we were. Following is the email note I received from Greg this morning (with his permission to share):
Hi Susan--
First, I wanted to thank you so much for the opportunity to speak with your class.
Not sure you could tell--but I love to do that as well as talking about my job--ok I just like talking too!
I hope that I met your expectations and that the students were pleased, learned and at least became aware of new things.
Please know that I would always be happy to help you out at anytime--don't hesitate to call.
Also, if you received any feedback--feel free to pass on, good or bad.
Again, my sincere thanks for a pleasurable time.
Best--
Greg Kamp
Hi Susan--
First, I wanted to thank you so much for the opportunity to speak with your class.
Not sure you could tell--but I love to do that as well as talking about my job--ok I just like talking too!
I hope that I met your expectations and that the students were pleased, learned and at least became aware of new things.
Please know that I would always be happy to help you out at anytime--don't hesitate to call.
Also, if you received any feedback--feel free to pass on, good or bad.
Again, my sincere thanks for a pleasurable time.
Best--
Greg Kamp
Josette's Post
I'm not sure where this blog will wind up, so bear with me. This evening's class (8/12) was very exciting for me. I love Public Relations and Mr.
Kamp's presentation tonight was a gift! I took notes and could relate to some of what he talked about, having reflected on my life as a Communications Officer for a large non-profit organization.
All of the presentations this evening were well done and very informative.
I was hoping to address press releases, as the example in the book is nothing like the press releases that I have done. So, for my homework, I prepared the press release exactly the way I was taught early on in my career.
Since I will be absent from class next week, I won't have the benefit of feedback from Susan, nor others in the cohort who write press releases.
Speaking of . . . I am so upset about having to miss a class -- my first since I returned to school in 2005. However, the good news I am missing class because of a job-related business trip! Yay.
Please think of me next week; and not because dessert will be missed. :)
See you on the 26th.
Josette
Kamp's presentation tonight was a gift! I took notes and could relate to some of what he talked about, having reflected on my life as a Communications Officer for a large non-profit organization.
All of the presentations this evening were well done and very informative.
I was hoping to address press releases, as the example in the book is nothing like the press releases that I have done. So, for my homework, I prepared the press release exactly the way I was taught early on in my career.
Since I will be absent from class next week, I won't have the benefit of feedback from Susan, nor others in the cohort who write press releases.
Speaking of . . . I am so upset about having to miss a class -- my first since I returned to school in 2005. However, the good news I am missing class because of a job-related business trip! Yay.
Please think of me next week; and not because dessert will be missed. :)
See you on the 26th.
Josette
Tuesday, August 12, 2008
Some tips about being media ready
ü
Preparing for tv interviews:- Normal people don’t look good on TV - so don't obsess about it
- Speak in 8-second sound bytes
- An editor or 3rd party usually edits and doesn't know the context
- Control the context
- Don't NOT answer, but you can answer with your prepared message
- You’re ALWAYS on camera -- always
- Don’t be afraid to ask to take a break
- Thank the media for future contact
- Build your media network
(CNN feed) RNEWS http://rnews.com/Story_2004.cfm?ID=47237&rnews_story_type=18&category=10
VIDEO: http://www.rnews.com/mediaplayer/players/wmplayerlite.aspx?sid=47237
Is This Thing On?
In October 2006, my friend Mike Johansson (General Manager of insider) gave a presentation for us called "Is this thing on?" which was about how to get media attention for your project, event, or group.
The powerpoint slides can be found here: http://shondaranson.googlepages.com/IsThisThingOn_PowerPoint.ppt
Some highlights
The powerpoint slides can be found here: http://shondaranson.googlepages.com/IsThisThingOn_PowerPoint.ppt
Some highlights
- Getting news professionals to give you the time of day
- Getting your message heard
- Getting more people to know you and the things you do
- Editors and News Directors want to hear from you
- Know the deadlines for each media outlet.
- Understand each of their audiences.
- Understand that you are asking them for help.
- Editors and News Directors are very busy – only contact them when you have your act together.
- Spell everything out – you’re the expert.
- Keep it tight and bright
- Offer multiple places for them to get more detail if they need it.
Monday, August 11, 2008
The Salad Bowl
Sure, we've all heard the U.S. referred to as a melting pot. I prefer to think of it as a salad bowl with all of the ingredients maintaining their own identities, yet combining to create a colorful and delicious mix. Throughout our program, I think that we've seen the importance of the multicultural message as a common thread running through all aspects of IMC - product, packaging, creative messaging, customer analysis... You'll hear more about how multicultural community relations relates to IMC during Ron's and my presentation tomorrow night. But just to give you a great example that I couldn't resist - I just read that M&Ms is targeting Hispanics with a new integrated marketing campaign featuring two Hispanic celebrities that will be used in print ads appearing in Hispanic publications. M&Ms is also sponsoring the ALMA Awards, which recognize Latinos' accomplishments in the performing arts. I've always loved M&Ms advertising and think that this new campaign is right on target since the Latino market is growing three times faster than the rest of the country.
In closing and in speaking of multicultural communications, did anyone catch the opening ceremonies? They were magnificent. Not only did they give us all a glimpse into the fascinating Chinese culture, but an opportunity to see and hear about athletes from countries some of us didn't even know existed and what it took for those athletes to get there. I don't know about you, but I'm inspired!
In closing and in speaking of multicultural communications, did anyone catch the opening ceremonies? They were magnificent. Not only did they give us all a glimpse into the fascinating Chinese culture, but an opportunity to see and hear about athletes from countries some of us didn't even know existed and what it took for those athletes to get there. I don't know about you, but I'm inspired!
Sunday, August 10, 2008
Elements of IMC
One of the components that stands out in my mind from last week's class was the section on "personal selling." Personal selling is the cornerstone of my business, yet I never really gave it any thoughtful consideration. This is a function that I perform every week. The face-to-face communication that is exchanged between me, and my customers is invaluable. They look to me for product knowledge, service expertise, and advice. In addition to the aforemented, they watch my style transformations, which is a major plus for my revenue.
I try never to take for granted the importance of interaction and feedback. These two elements are critical as it relates to the word-of-mouth advertising that helps my business thrive.
I try never to take for granted the importance of interaction and feedback. These two elements are critical as it relates to the word-of-mouth advertising that helps my business thrive.
Blog on Blog
http://www.martinoflynn.com/blog/?p=195
Thought I'd share an entry from our advertising agency's blog about the integrated marketing campaign I was discussing last week when the lights went out!
Here's a snippet: "Just goes to show how you can make a big impact with an integrated effort—including direct mail, advertising, tradeshow positioning, PR, search engine optimization, and more."
Thought I'd share an entry from our advertising agency's blog about the integrated marketing campaign I was discussing last week when the lights went out!
Here's a snippet: "Just goes to show how you can make a big impact with an integrated effort—including direct mail, advertising, tradeshow positioning, PR, search engine optimization, and more."
Saturday, August 9, 2008
Responses and More Info
I am impressed and intrigued with the investment of the class in drilling deeper to the most concise messaging strategy as it relates to customer and objective. Sometimes the lines are solid and thick; sometimes just dotted. And don't forget to ALWAYS keep the corporate image at the forefront. At the beginning of class of Tuesday, we can address additional questions, and I hope you will share revelations.
Imagine my surprise (and embarrassment) to NOT have noticed a new logo for Xerox -- where have I been??? Will someone share that timeline with me in class? I will be keeping my eye on the infooverload website, particularly to the data that Basex collects. I don't think we considerthe level of "too much" stuff we receive or find access to and, especially, how much time we dedicate to it.
I also think we could have an interesting [heated and animated] discussion about the office politics video Shonda shared. I can pick someone in my office who could play each role in that office scenario (shhhhhh . . . don't tell them . . .)
I want the class to know that the information you shared about the degree program, appreciated by me, was valued equally as highly by the faculty and curriculum writers. They asked me to extend their thanks. Would anyone like to have a writer's resource book at your fingertips? Let's talk about that this week. Also, with regard to the case study team project: while different approaches with varying nuances can be applied to case study analysis, here is simple outline that I like if you are looking for some additional guidelines http://wps.prenhall.com/bp_laudon_essmis_6/21/5555/1422312.cw/content/index.html
Lastly, I am working on downloading my pictures from the Pocono race. I hope you all enjoyed, as Grace and I did, the D&C's coverage of NASCAR in Friday's edition. Great stuff to eat M&M's by. I am sure you are the edge of your seat waiting for my slide show :-) Note to self: do not introduce small toy cars to the class after 9 PM.
Imagine my surprise (and embarrassment) to NOT have noticed a new logo for Xerox -- where have I been??? Will someone share that timeline with me in class? I will be keeping my eye on the infooverload website, particularly to the data that Basex collects. I don't think we considerthe level of "too much" stuff we receive or find access to and, especially, how much time we dedicate to it.
I also think we could have an interesting [heated and animated] discussion about the office politics video Shonda shared. I can pick someone in my office who could play each role in that office scenario (shhhhhh . . . don't tell them . . .)
I want the class to know that the information you shared about the degree program, appreciated by me, was valued equally as highly by the faculty and curriculum writers. They asked me to extend their thanks. Would anyone like to have a writer's resource book at your fingertips? Let's talk about that this week. Also, with regard to the case study team project: while different approaches with varying nuances can be applied to case study analysis, here is simple outline that I like if you are looking for some additional guidelines http://wps.prenhall.com/bp_laudon_essmis_6/21/5555/1422312.cw/content/index.html
Lastly, I am working on downloading my pictures from the Pocono race. I hope you all enjoyed, as Grace and I did, the D&C's coverage of NASCAR in Friday's edition. Great stuff to eat M&M's by. I am sure you are the edge of your seat waiting for my slide show :-) Note to self: do not introduce small toy cars to the class after 9 PM.
Friday, August 8, 2008
Information overload
07 Aug 2008
Xerox launches Web site to help with information overload
Xerox has launched www.infooverload.com, a Web site to help people navigate the flood of information they face each day. The site will share stories of distraction, helpful hints for managing information, guest columns from “overload” experts, and customer stories from those who are cutting through the clutter with a little help from Xerox. So if you’re feeling frustrated by your own deluge of e-mail, PowerPoint presentations, voice mails, and IMs – or even if you think you’ve mastered it all – check out the site, join the conversation, share your story.
Why information overload? As the world gets ever more lost in information, and people’s ability to make sense of it all becomes overloaded; our job has never been more important than it is today. As the company that helped to usher in the Information Age, this marks the next phase of our quest to make it easier for people to get their work done.
Xerox launches Web site to help with information overload
Xerox has launched www.infooverload.com, a Web site to help people navigate the flood of information they face each day. The site will share stories of distraction, helpful hints for managing information, guest columns from “overload” experts, and customer stories from those who are cutting through the clutter with a little help from Xerox. So if you’re feeling frustrated by your own deluge of e-mail, PowerPoint presentations, voice mails, and IMs – or even if you think you’ve mastered it all – check out the site, join the conversation, share your story.
Why information overload? As the world gets ever more lost in information, and people’s ability to make sense of it all becomes overloaded; our job has never been more important than it is today. As the company that helped to usher in the Information Age, this marks the next phase of our quest to make it easier for people to get their work done.
More on IMC, objectives & metrics
It seems to me that the takeaway from the last class is that any campaign is bound to have different “customers,” whether they be the traditional idea of the customer (the people you are trying to sell to), the internal customer (educating the employees about consistency in messaging), or the various other stakeholders (any other group of people that has some sort of interest at “stake” with the company). And as marketers, we need to be aware of the differences that exist among these groups and understand what it is that matters most to them. We should then look for the best way to reach these customers, keeping the objectives and consistency in messaging in mind as we communicate to these audiences.
One of the most challenging concepts for me is remembering to go back and visit the objectives (assuming they’ve been set) before implementing any tactical plans for a campaign. The other is following through with measurement—metrics. The pace of doing business seems to be constantly increasing, as we fly from one task to the next on what seems to be a minute-to-minute basis throughout the workday. It doesn’t appear that anything is going to slow down anytime soon, and thus, we need to make the time for both of these steps—setting and visiting objectives and taking the time to measure (and document) the results of the campaign.
That’s the best part of being a student—it keeps ideas top-of-mind. Now to make these concepts habits!
One of the most challenging concepts for me is remembering to go back and visit the objectives (assuming they’ve been set) before implementing any tactical plans for a campaign. The other is following through with measurement—metrics. The pace of doing business seems to be constantly increasing, as we fly from one task to the next on what seems to be a minute-to-minute basis throughout the workday. It doesn’t appear that anything is going to slow down anytime soon, and thus, we need to make the time for both of these steps—setting and visiting objectives and taking the time to measure (and document) the results of the campaign.
That’s the best part of being a student—it keeps ideas top-of-mind. Now to make these concepts habits!
Check it out!
Okay, I'm going to SHAMELESSLY blog about NASCAR - something I never thought I'd do! (And no, this isn't my assignment blog, yet.) Check out the front page of the sports section in today's paper, Susan. It has your car and driver featured in beautiful M&M color! Plus, there's another whole page of articles on page 7. It's suitable for framing! Are you going to The Glen this weekend? Silly question - right? I have to admit, the article even caught my attention, but anything featuring M&Ms, (well, anything featuring chocolate, really) catches my eye. Good luck to Kyle Busch this weekend and let's hope he fares better than he did at Pocono.
Thursday, August 7, 2008
Looking forward to PR Week!
I am definitely looking forward to week three of class (especially after the drama of the power going out and whatnot) because PR and Publicity are my favorite elements of IMC and I write and send press releases almost on a daily basis...sometimes more than one per day, depending on what we have going on and coming up. I personally do not use the standard format of press releases (but I will for the homework!), I don't double space, I don't always stay within the recommended two-page maximum, but I have had 10 years to develop my own style and "look". I will say, in my opinion, more than the format or layout or sometimes even the content of the release itself, it oftentimes comes down to your connections and relationships with the people working in the media. (The journalistic style of writing, with the Who, What, Where, When, Why, and How is imperative to have in the beginning though, no matter what!) You have to be able to sell them your story and convince them that it would be more beneficial for them, as a news outlet, to send a photographer and reporter to cover your event or program, because their viewers will want to see it. It is much easier to accomplish that if you have existing relationships and the news people know you by name and are willing to take the time to listen! You also have to be willing to be the "squeaky wheel" and send that release multiple times, once typically won't do it, and the follow-up call is key. Not sure yet what I am going to use for the homework assignment...but something I can fit within two pages, double spaced! See you all Tuesday night!
Week 2
IMC has become a very large and unidentifiable mass of ideas and influences in my mind, and hopefully that's only because I'm not well (physically, not mentally). I'm beginning to grasp the depth of IMC and it can be staggering. When we dealt with a 'generic jeans company' for the first part of class Tuesday, the channels weren't clear, and I'm not sure we were accurate in our thoughts. The jeans project is tough for me to wrap my head around, and I agree that, in future cohorts, a choice should be allowed in order for each graduate learner to use his or her experience to guide them through some of what is being taught. For this week's written project (individual), the press release - the way in which things are written is in direct contrast with what I'm used to doing - which is creative writing. I think that with more direction from our professors, we should all gain ground in how to properly write papers for graduate programs. It feels as if I've been doing things incorrectly all along at this point, but will do my best to get it right this time. Factual writing can be dull, but has its place. Creative writing often is not dull, although subject matter can prove that to be untrue.
My press release isn't dull, but the subject matter makes it easier for it to be interesting.
I'm done blathering now.
Christy
My press release isn't dull, but the subject matter makes it easier for it to be interesting.
I'm done blathering now.
Christy
IMC internal stakeholders
Let me preface this entry with the fact that the company story assignment helped refresh my memory on Xerox's mission statements and core values.
The team I work with at Xerox was invited today to attend a meeting with the President of Xerox Europe Armando Zagalo De Lima and the president of our group Quincy Allen for a town hall meeting. I have attended these meeting in the past and always wondered by these guys/gals took the time to talk to program managers and engineers. We don't sell the products or services to the customers we deliver to the sales people and channels. I thought my work had no impact on there business in another country because we take direction for managers but after understanding why IMC is important I see how my attitude and work processes effect the end customer. I cannot discuss what we talked about but we got the consistent message that what we believe in the US is carried forward in Europe. The mission was consistent "Our strategic intent is to help people find better ways to do great work -- by constantly leading in document technologies, products and services that improve our customers' work processes and business results." I have opportunities everyday to do these things and I need to continue to hold these values throughout my day.
Overall, a very inspiring meeting which moved this stakeholder to blog about it.
http://www.xerox.com/go/xrx//template/013.jsp?redirect=false&Xcntry=USA&Xlang=en_US
The team I work with at Xerox was invited today to attend a meeting with the President of Xerox Europe Armando Zagalo De Lima and the president of our group Quincy Allen for a town hall meeting. I have attended these meeting in the past and always wondered by these guys/gals took the time to talk to program managers and engineers. We don't sell the products or services to the customers we deliver to the sales people and channels. I thought my work had no impact on there business in another country because we take direction for managers but after understanding why IMC is important I see how my attitude and work processes effect the end customer. I cannot discuss what we talked about but we got the consistent message that what we believe in the US is carried forward in Europe. The mission was consistent "Our strategic intent is to help people find better ways to do great work -- by constantly leading in document technologies, products and services that improve our customers' work processes and business results." I have opportunities everyday to do these things and I need to continue to hold these values throughout my day.
Overall, a very inspiring meeting which moved this stakeholder to blog about it.
http://www.xerox.com/go/xrx//template/013.jsp?redirect=false&Xcntry=USA&Xlang=en_US
Tuesday, August 5, 2008
bj14619
Hey,
I accidentally left my Adult Learner's Guide in the classroom tonight; did anyone find it?
I accidentally left my Adult Learner's Guide in the classroom tonight; did anyone find it?
Target Audience integration
I am an addict of The Onion, and when I saw this posting I thought about how different people approach social situations. Since I am involved in advocating for the voice of young professionals, I thought that this segment on "Study Finds Young People Remain Apathetic About Office Politics."
Study Finds Young People Remain Apathetic About Office Politics
Study Finds Young People Remain Apathetic About Office Politics
Likely this will post too late for viewing by some or even most of the class, but the NASCAR weekend lingered on a little longer than I had intended [ a good thing] and I am just today [not a good thing] enjoying most of your posts and comments. I have little time to respond to each, but I APPRECIATE the candor and genuineness in your comments and recommendations. We have A LOT to chat about this evening!
Saturday, August 2, 2008
A little more structure would be nice.
Does anyone else feel they cannot answer that survey question? I don't read the ad's, but I do notice them - which isn't really a choice.
I am very happy there is an IMC outline provided before we even get into the material. That way, we can figure out how to use the information we will be learning and plug that into something useful.
In terms of providing budget/goals for the Jeans Unlimited case. My point was more towards how to make it something more tangible. It seams that at every stage, we just had to make up numbers. Well if we are making up numbers on goals, and basing our strategies on those numbers, then making up a budget - what value is that for a learner? I honestly can say I have gotten very little out of the Jeans Unlimited case because I do not understand why any of the choices would be made in one way or another. I can say I am going to spend say $500K on print advertising, but that should relate to a goal of some sort. I would really like to know if doing x would provide for y. Does spending $500K on print media increase the awareness of your product? If so, how much.. where are the examples to guide us in these decisions? There are no measurables.
I understand it is different for all of us because we all have different products and consumer bases. But to be a successful marketer, the real question is not "how much does it cost to run a television ad during Jeopardy?" rather, "what can running an ad during Jeopardy do for me?" Then I can decide whether it is a good business decision or not.
Friday, August 1, 2008
Friday / August 1st Just before golf
I think the other class members have done a wonderful job in expressing their appreciation on bring the last 8 modules into perspective that supports integrated marketing communication (IMC). I also think that we are much further in the development of our Jeans Unlimited IMC because of the media plan we did in the advertising module. I would like to comment on the discussion we had with regard to the undefined budget in our Jeans Unlimited case. I see for the perspective of the students who wanted real numbers to work from so we could get experience in a real world environment. On the other hand I see the perspective of the Roberts staff who wanted us to use every possible means/tools to promote our brands. In the next cohort there may be a happy medium where the students are provided a budget for each advertising or promotional channel. You only get additional funds if you choose additional marketing channels. Say magazines 500K, TV 500K, radio 200K, newspaper 150K, etc. Something like that.
Just a thought any comments are welcome.
I will end my comment with some interesting facts.
August 1, 1770- William Clark, explorer, teamed with Meriwether Lewis, "Lewis and Clark"
August 1, 1779- Francis Scott Key, author of the national anthem
August 1, 1819- Herman Melville, novelist
August 1, 1933- Dom DeLuise, actor, comedian
August 1, 1936- Yves Saint Laurent, fashion designer
August 1, 1937- Alfonse D'Amato, NY senator
August 1, 1942- Jerry Garcia, guitarist, member of the "Grateful Dead"
August 1, 1963- Coolio, rap singer
http://sicklecellblogger.blogspot.com/
Just a thought any comments are welcome.
I will end my comment with some interesting facts.
August 1, 1770- William Clark, explorer, teamed with Meriwether Lewis, "Lewis and Clark"
August 1, 1779- Francis Scott Key, author of the national anthem
August 1, 1819- Herman Melville, novelist
August 1, 1933- Dom DeLuise, actor, comedian
August 1, 1936- Yves Saint Laurent, fashion designer
August 1, 1937- Alfonse D'Amato, NY senator
August 1, 1942- Jerry Garcia, guitarist, member of the "Grateful Dead"
August 1, 1963- Coolio, rap singer
http://sicklecellblogger.blogspot.com/
Thursday, July 31, 2008
JOURNAL-ING
Ta-Da! The user ID and password worked - yay.
Our first MKT 580 class on Tuesday was special; it was an opportunity to once again be reunited with my friend, Susan Sullivan, from whom I have taken a few Roberts' courses. For those of you who have not met Susan before Tuesday night -- you are in for a treat. Susan, I'm not kissing up . . . really, I'm not. : )
I am so happy that the cohort was given a complete outline of the IMC concept -- very helpful. Susan presented the IMC in a manner that makes total sense and can be used as a sort of road map for the remainder of our program; and certainly useful in our careers. Thanks, Susan. Although, I am finding the reading assignments to be a bit dry. I think that with the addition of a few supplemental articles, the reading will be more palatable.
Interestingly, some of the reading that the class was assigned this week, related directly to what I am currently doing at work. I showed the section to the person who is training me and he said that the topic was right on target to what he does and what I will be doing as of Friday, after he moves on to a new job in Seattle.
I am truly looking forward to Week Three, wherein the cohort will learn all about Public Relations. Originally, I thought I was going to miss class that week; however, the following Tuesday (8/19) is the week that I will be absent, as I have to go to Boston on business. Boy, does that sound great . . . I have to go to Boston on business. Yay. Keep me in your prayers that I do well in this job, so that I can soon become a permanent employee.
See ya on Tuesday.
Josette
Our first MKT 580 class on Tuesday was special; it was an opportunity to once again be reunited with my friend, Susan Sullivan, from whom I have taken a few Roberts' courses. For those of you who have not met Susan before Tuesday night -- you are in for a treat. Susan, I'm not kissing up . . . really, I'm not. : )
I am so happy that the cohort was given a complete outline of the IMC concept -- very helpful. Susan presented the IMC in a manner that makes total sense and can be used as a sort of road map for the remainder of our program; and certainly useful in our careers. Thanks, Susan. Although, I am finding the reading assignments to be a bit dry. I think that with the addition of a few supplemental articles, the reading will be more palatable.
Interestingly, some of the reading that the class was assigned this week, related directly to what I am currently doing at work. I showed the section to the person who is training me and he said that the topic was right on target to what he does and what I will be doing as of Friday, after he moves on to a new job in Seattle.
I am truly looking forward to Week Three, wherein the cohort will learn all about Public Relations. Originally, I thought I was going to miss class that week; however, the following Tuesday (8/19) is the week that I will be absent, as I have to go to Boston on business. Boy, does that sound great . . . I have to go to Boston on business. Yay. Keep me in your prayers that I do well in this job, so that I can soon become a permanent employee.
See ya on Tuesday.
Josette
Friday, July 25, 2008
The Beginning
First, a very warm welcome to the students in MKT 580 who likely spent time looking for this blog at a different web site, thanks to yours truly. Please accept my sincere apologies; do the stunning blue roses found in nature in Italy resolve our getting off on the wrong foot?I suspect most of you are more familiar with the joys of blogging than I, and I am looking forward to using this venue to share opinions and ideas. Please keep in mind that any reference to NASCAR and the 18 car will get you more points. (just kidding, but it will be lots of fun for me. More on this subject in the future.)
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