I’ll Take a Side of Creepy With That Kids’ Meal

The gang at Crispin Porter + Bogusky is out with the latest Burger King commercial, which is sure to be a bit unsettling to the fast food-loving public. This time, the creepy King statue is hawking Sponge Bob Squarepants kids’ meals to a rewritten version of “Baby Got Back.” Is this meaningful to today’s kids? Probably not. How does this rate in terms of compelling creative? Honestly, the spot gives me the willies, but you be the judge. If nothing else, it’s memorable and will generate online and water cooler buzz for a while.

A Reason to Get More People to Follow You on Twitter

Note to twitter users: DiGiorno wants you to host a tweet-up, but only if you live in New York, Chicago, or L.A. The frozen pizza giant is reaching out to influential twitter users (ie: those with a massive following) with free flatbread pizzas for their gatherings, in hopes of users spreading the word. Don’t live in one of those cities? Be on the lookout for a DiGiorno onslaught on Yelp and CitySearch starting in August, when the brand plans to target users who are searching for pizza delivery. And it won’t stop at pizza – DiGiorno is also launching a flatbread sandwich that retails for $3.49. Watch your backs, Subway and Quizno’s.

Say What???

I read an article yesterday on Advertising Age, which has me in a huff. The author states that it is a critical misstep to listen to customers too much because they always want lower prices, much to the detriment of brands. The article goes on to cite Saks Fifth Avenue as a case study – they lowered prices as much as 70% during the holiday period, and sales remained flat, anyway, thereby “proving” that the customer is not always right. Hmmmm…the customer is the one spending their money with a particular brand, thus, in a sense, signing employee paychecks, right? The way I see it is that the customer is always right since s/he can always chose to spend her/his money elsewhere. The article also makes an excellent case for perceived value and brand image. Read it here.

This Week’s Dose of Universal Truths

While many complain about being out of work, I am grateful for the opportunity to think about the things that are truly important in life – and by life, I mean marketing and advertising. I think that we can’t grow as professionals until we are able to take a step back and put things in perspective, so, without further ado, here is my list of Universal Truths that I have embraced this week:

• Be all about the love. Never be afraid to establish an intimate, one-on-one relationship with your customers. I discovered this Truth during a recent trip to a mall. I happened to wander in because I was in the neighborhood and had some extra time on my hands. As I strolled past the stores, I was approached by several different kiosk vendors who desperately wanted to sell me their wares at unbelievably discounted rates. While eventually I wanted to run from these people, I was impressed by their assertiveness. Yes, they were aggressive in their approaches, but they managed to tailor their messages specifically to me. For example, there was a guy who wanted to sell me a manicure set. When I told him that I did not have the money for the kit because I’m out of work, he altered his guilt-laden pitch by reminding me how important details like nails are when you’re in an interview. Tricky? Yes, but it was effective and memorable. One important thing to note is that your customer is so bombarded by sales messages that s/he tends to tune them out. Stand out above the noise by becoming a brand that your customer trusts because you have their best interests at heart and aren’t just out to make a sale.
• Be true to yourself. Take a lesson from one of the most hated men in America, Jason Mesnick (aka “The Bachelor“), and be completely honest about your brand and what you’re all about. Never misrepresent yourself to your customers, they will catch on and tell their friends. But, should you hit a bump in the road, make like Jason’s jilted fiancee, Melissa – make the best of it , but don’t wallow for too long.

• Embrace your business with child-like enthusiasm. This Truth came to me last week as my husband and I took our daughter to the playground. During this 45-minute trip, she was in perpetual motion, making new discoveries and new friends, only stopping when she was completely exhausted. At the age of 3, there is always something new to discover and someone new to meet. This is what I believe to be the most important Truth in life and in business – you either have passion or you don’t.

Ultimately, it is up to you to look for new ways to breathe life into your brand – don’t wait for someone else to do it for you. You need to meet your customers, get to know them on their level, and become relevant to them. Make new discoveries about your brand and what it means to your customers, and, most importantly, enjoy what you do or else it’s time to look for a new line of work.

Life After a Layoff

Five of the most feared words in today’s culture are “your position is being eliminated” and more and more qualified professionals are hearing them. Certainly, news reports of massive layoffs at once-viable corporations aren’t doing much to buoy the national morale, so what should you do when you hear these words?

• Get your finances in order. Make sure that you have all of the details of your severance package, as well as COBRA information and 401K paperwork. Obviously, once you’ve been laid off, this is not the time to book that trip to Aruba you’ve been meaning to take, and you will probably have to make other sacrifices until you’ve landed your next position, such as canceling cable TV, changing cell phone plans, or cutting back on shopping and eating out.
• Take some time to grieve the loss of your last position. Being laid off is a major blow to the ego and, along with the loss of your previous salary and co-workers, there is also a loss of professional identity. Now is the time to focus on moving forward, not looking back – be sad, angry, or resentful for a day or so, but then, move on. You have a new job: finding work.
• Take advantage of your period of umployment. Rather than lying on the couch, watching reruns of “Man Versus Wild” and eating junk food, use this time to make valuable contacts, reach out to recruiters, answer ads, and meet people. Approach job hunting as you would any other 9-5 job: get out of bed at your usual time, get dressed, and get to work. This is a perfect time to start a blog, take a class, or even explore other fields that might reignite your passions.
• Dust off your resume. Make sure it’s updated and that it correctly represents the professional image you want to portray. Highlight your experience, tangible results of your work, and the points that make you stand out above others.
• Update your portfolio and make sure that it, too, is consistent with your personal brand and the kind of work you would like to do. If you find your portfolio lacking or inconsistent with the positions you’re pursuing, this is the time to create some spec pieces to refresh your body of work.
• Contact everyone you know and let them know you’re looking for work. Hopefully, you’re networking all the time, and not just when you’re out of a job. Let your personal and professional network know what you’re looking for and offer to be equally helpful to them, where you can.
• Clean up your online image. Update all of your social networking profiles and ensure that all of the material accurately reflects your professional image. Post updated photos and make sure to remove any posts or photos that you would not want potential employers to find.
• Practice your “elevator pitch” until you can recite it in your sleep. How you present yourself in person is just as important as how well you present yourself on paper. You need to be able to clearly, concisely, and confidently express who you are as a professional and what you’re looking for.
• Show up. You need to meet people if you hope to get hired, so identify what networking events will help you connect with the right people. Dress in a manner that is consistent with the personal brand you hope to present and meet as many people as you can.
• Don’t drop the ball. Send thank-you notes or emails to people who have taken the time to interview you, as well as those who connected you to the interviewer. Check in with your contacts periodically, and not just to hound them for job leads or references.

True, the economy is not great right now, but job opportunities are there for those who actively seek employment and don’t hide under the covers until the economy recovers. Rather than moping, look at being laid off as an incredible opportunity to finally live the professional life you’ve always dreamed of. Although my period of unemployment has been difficult and frustrating at times, I am still optimistic that “the” job is out there!