And Here…we…Go

I’m back on the freelance trail…this time, as a freelance writer for another agency. The back story on this is simple: a friend quit her position as a copywriter at this agency and she very graciously suggested me as a replacement. So far, things are going great – I’m really busy (always a bonus for contract workers as everything we do has to be billable or else we get shown the door) and the vibe seems pretty good. Of course,I’m still learning the office culture, but I feel like I could be really happy here. My contract, at this point, only goes through next Friday, so stay tuned.

Why Can’t I be Like Carrie Bradshaw?

Life as a freelance writer is not as glamorous as I had hoped it would be. I remember watching Sex and the City and thinking about how much fun it could be to be a full-time writer like Carrie Bradshaw – having flexible hours, and making enough money to be able to meet my girlfriends for leisurely lunches at the local hot spots and possibly shop for couture every now and then. Enter reality: freelancing is work. Hard work. In addition to writing, you’re also marketing yourself, doing the books, etc. Definitely not for the faint of heart. Freelancing is especially tough for me because I have to do it with my daughter in tow, provided I’m not working a contract job. Have you ever tried to write a 1,200 word piece with a 4 year old screaming for attention? I double-dog dare ya to try!

i-What???

This week, I was tickled to finally learn the name of Apple’s newest product: the iPad, which is supposed to be a hybrid between the Kindle and the iPod. I’m reserving judgement on the product itself, but I’ll be curious to see what happens with digital advertising on the thing, considering Apple’s inability to produce a mobile device that does justice to Flash.





Super Bowl Preview

Be on the lookout for an integrated Super Bowl promotion from Papa John’s pizza this year. While the chain is mum on the details, it does admit to being in cahoots with the NFL for this one. The “Papa’s in the House” promotion, so far, has gathered fan support and the Big Game promotion is meant to salute NFL fans as well as those behind the scenes at games.

Whatever the buy is, the chain has built up to it with a sweepstakes for two tickets and accommodations for the game, and related special offers, such as the “Super XL IV” (an extra-large pizza with four toppings for $11.99) and the “1st and 10″ (any large pizza for $10), plus if you order a large cheese pizza for $9 during the three days after the game, you can get a free topping for every touchdown scored.

3-2-1. Now What??

For those of you keeping score at home (and shame on those who aren’t!), I haven’t been writing this blog for a while because I have been utterly swamped with life in general.

I started a contract position at an pharmaceutical advertising agency in October, which seemed very promising and seemed to guarantee a permanent position at the end of the contract. Unfortunately, things didn’t quite work out that way, so I’m ending 2009 the same way it began – searching for answers. I am back to freelancing for now, but I still would like to find a permanent “home.” I don’t think the door to the agency is permanently closed – I see it as somewhat ajar. To be continued.

Y-2-What?

Meanwhile, in a day or so, we’ll be celebrating Y2K+10. In other words, Friday marks 10 years since the predicted demise of life as we know it, remember? Because of some coding glitches, it was feared that the world’s computers would go haywire, banking systems would shut down, and madness would ensue. I don’t recall doing much out of the ordinary, aside from checking my bank balance on New Year’s Eve and then again on New Year’s Day, and trying to convince my mother that all hell would not break loose. The engineers at the radio station where I worked spent months preparing the computers to ensure that we would not lose any music, let alone valuable commercial revenue. Meanwhile, friends with small businesses were fervently backing up their data onto zip drives (anyone still have one of those?). How about you?

Going Out on a High Note

If you’ve ever read my blog, you know that I’m a big fan of fresh creative. Here, Ad Freak presents their list of the 30 oddest, quirkiest, and creepiest ads of 2009. Bring on suggestively dancing pigs, demonic possession, and tumors of disturbing proportion. Heck, even bring on the creepy Palm Pre lady. Let the games begin!

Please Don’t Call me a Mommy Blogger

One of the terms I hate more than anything is “mommy blogger.” First of all, it’s insulting. Yes, I am a mother who blogs and I tend to mention my family from time to time, however, the fact that blogging mothers don’t get as much respect from the blogosphere at large as, say, political bloggers or social bloggers is absurd. For some reason, there is a misnomer that mothers who blog only write about their kids and how to get their whites whiter. For the record, I manage two blogs of my own – one is a foodie blog and the other is my marketing blog, plus I write for two online magazines, and contribute to two marketing and advertising blogs. Mommy blogger, indeed!

What has set me off on this particular course is an article I read, touting the swag BlogHer attendees took home last week. Once upon a time, advertisers didn’t take us seriously because they thought our blogs were all about our kids and homes, and not especially substantive or relevant. Then, they  came to the realization that women who blog are influencers who build brand loyalty by word-of-mouth. Who are you going to trust – some guy in a suit at an ad agency who tells you that his product is great or a mom in your play group who has actually used the product?

Not Your Mama’s Phone Interview
If you, like me, are still looking for work, you’ve no doubt been through the rigors of what I like to call Phone Interview 2.0. Remember the days when you used to get a call from someone in HR and had a pleasant, but breezy conversation that ended in an appointment for a face-to-face interview? Those days have been replaced by the new breed of phone interview. Click here to learn how to survive it.

Social Media for Competitive Intelligence
One of the things I love about marketing is strategy. While your actions have to be deliberate, you also have to monitor the competition. Thanks to Webbed Marketing’s Bill Baldarraz  for this brilliant article on how to utilize social media when doing reconn.

On my Bookshelf
I may be a little late to the party, but I’m finally on the Seth Godin bandwagon. I’ve just started reading All Marketers are Liars: the Power of Telling Authentic Stories in a Low-Trust World and I can’t put it down. If you want to master the art of  telling authentic stories, this is the book for you.

All Hail the Queen

KFC is experiencing what can only be described as Hurricane Oprah. The identity-challenged brand has re-launched its grilled chicken product, which didn’t sell too well a few years ago (“Rotisserie Gold,” anyone?) by using Oprah as its pitch person, offering a coupon for a free 2-piece meal on its website. The deal runs through May 19th (but it is not redeemable on Mothers Day) and has already overwhelmed the fast feeder. Restaurants were not prepared for the onslaught and have had to turn away scores of customers. Ouch. Will the Yum Brands-owned chain be able to maintain the hype once the campaign is over? Stay tuned.

McYawn

McDonald’s has launched its ad blitz for the McCafe line of gourmet coffees. As I’ve already said, I think this venture will be a huge McFlop for the fast feeder and the latest spot proves it. I get their point. Really, I do. They’re trying to show how wrapping one’s swine flu-infested paws around a McCafe can elevate even the most mundane of experiences, such as cubicle-dwelling at work. However, I am a firm believer that iconic brands should stick to what they’re known for, especially in today’s economy, where brand loyalty is key.

The Shudder Heard Round the Ad World

If ever there was a time when I questioned my decision to become a writer, this would be it. Work is scarce and I’m constantly bombarded by opportunities to become one of those annoying people who hand out samples in front of Walmart, so now is the time for action. Enter Lawson Clarke. The former Arnold creative has unleashed his own site on the unsuspecting public to showcase both his work and his sense of humor. Inspired by Burt Reynolds (and, frankly, who isn’t?), the hirsute Clarke lounges nude on a bearskin rug, naughty parts cleverly concealed by a well-placed TV showing a shot of the White House and playing the national anthem. I’m not sure what else is on the site because I was entranced by the waving American flag, but give it a look, if you dare.

Riddle Me This

In a massive PR campaign, former NFL star Michael Vick is attempting to rehab his image in the wake of the dogfighting scandal. He has even gone so far as to discuss endorsing animal rights group PETA in an attempt to get in the public’s good graces. So, here’s my question: how credible of a spokesman is Michael Vick expected to be against animal cruelty? Seriously.

Keepin’ It Real

It’s no secret – I’m a huge fan of grassroots marketing and, for that reason, Crimson Cup is my new purveyor of choice of my favorite legal drug – coffee. I recently had the privilege of attending my first Coffee Cuppers Club meeting, of which I learned via twitter. In addition to slurping coffee grounds and meeting new people, I also got to meet one of the roast masters and learn about what makes a good cup of coffee. No pressure and no sales tactics, just an enjoyable afternoon that helped me put a face to the brand and personally identify with it. Cheers!

What You Should be Doing During a Layoff

So you’ve been handed a ticket to Axeville – population: you. Suddenly, you have all kinds of time on your hands and you’re freaked out, stressed, and possibly a tad angry. Common sense says that your full-time job is now looking for work, but studies show that focusing only on job-hunting tends to a sense of hopelessness and depression, so why not use this time to prepare for the next phase in your life? Quite frankly, when you’re in an interview, the last thing the interviewer wants to hear is that you haven’t done anything with your life since you left your last position, so what’s a job-seeker to do?

1. Learn something. Take a class, start a blog, whatever. Learn to do something that will differentiate you from others in your field, like mastering social media, learning a new software package, or perfecting your presentation skills. A great example of this is Erik, who was laid off last year from his job as a copywriter, despite receiving rave reviews from his boss after consistently delivering on national ad campaigns. Was he bitter that he lost his job? Sure, who wouldn’t be? But he also started a new blog that allows other ad-types to kvetch and share info, as well as job leads.
2. Do something. Ever thought about starting a company or changing fields? What’s stopping you from doing that now? While you’re looking for a new position, this is a perfect time to try something new or even do volunteer work for an organization in your community. Maybe you’ll find your dream job in the process, but you could also find your life’s dream, and, if nothing else, you’ll have one more thing you can talk about in an interview.
3. Try something, especially if it intimidates you. I’m a firm believer that nothing builds character like experience. With that said, who’s to say that this isn’t just as good a time as any to try something – whether it’s freelancing, zip lining, or contacting a lost love? The point is that we can’t grow – as professionals or as human beings – if we don’t expand our horizons beyond the familiar.
4. Talk about something. I admit it – my favorite topic of conversation is me, hence my teenage nickname of “Miss Microphone,” and I can talk about it for hours on end, which isn’t quite what interviewers want to hear. In a nutshell, they want to know who you are, why you’re taking up valuable real estate in their office, and what you can do for them now and in the future – hence, the art of the “elevator pitch.” Figure out what your potential employer needs to hear and edit it down to 30 seconds or less of compelling, hire-me-now rhetoric. Practice it on anyone who is willing to listen, be it the mailman, your child, or an unwitting cashier at the supermarket.
5. Meet someone. Getting a job is no longer about pounding the proverbial pavement and assailing every possible inbox with your resume, though persistence doesn’t hurt. Get off of your couch and out into the world. Meet everyone you can – not everyone will lead to a job, but you’ll also make some great friends along the way.

The experience of being laid off is what you make of it – it can either be a time of self-flagellation and shame or it can be a period of reinvention and renewal. When else will you get this opportunity?

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!