May 7, 2010 · 10:50 am

social awareness? or social suicide?

Name just about any large company these days, and chances are you’ll be able to find them on Facebook. Or tweeting their chubby lil fingers off. Sure, this prevailing trend to add social media to your marketing plan has been building for some time. But, is it really doing any good? Or is it really doing more potential harm?

I, personally, don’t connect with too many companies/brands on Facebook. There are a few like Peet’s Coffee and Moonstone Cellars that I “friended” but don’t necessarily “follow.” (This is especially true for Peet’s since I now live in a Peets-free zone.) There are also a few bands (like the Indigo Girls or Levi Kreis) that I follow, but that’s not exactly the same kind of fan that companies are rushing to FB to find IMO.

My journey into FB hell was mostly prompted by friend requests of the local sort. Once I exposed myself to the masses, people from high school and college were finding me online. I gladly accepted any and all friend invites. It was great fun to reconnect with some of the people I’ve lost track of. That is, until I started reading/hearing about the privacy issues that are running rampant on FB.

One of the latest can be found on gizmodo.com. The “Top 10 Reasons You Should Quit Facebook” lists a bunch of things that I know I need to think more about. And also be careful about.

If I, Joe the Individual, needs to be extra leery of not only an account being hacked, but also an identity compromised, what happens to all the individuals who “friend” a company/product/brand? Can all that information be hacked, too? Could a competitor be able to hack into the friend base of another in an attempt to sabotage or steal?

I don’t know the answers to these questions. I just know for myself that I have started to ween myself off FB, and striving to kick the habit of wanting to constantly check back with all the feeds.

Guess what it all comes down to is getting back to more face-to-face interaction, and less Facebook interaction. And to recognize that it’s not always best to be up with the latest and greatest marketing tools until said tools can guarantee that privacy matters.

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May 6, 2010 · 8:27 am

a’far

Things are starting to heat up here in the High Desert. And with this warm up — and dryer conditions — comes greater risk of wildfires.

Having moved from SoCal where fires have done significant damage, I tend to notice when the sign at the Petroglyph National Monument says “severe fire warning” in bright red.

I have also noticed several “Get your Smokey On” billboards around town.

I remember when this campaign broke almost 2 years ago. I was working for the agency who produced ’em. While clever in execution, I never “got” the line. And apparently I wasn’t the only one.

I read several comments online that the line sounded more like an invitation to light up one of your merry-ja-wanna cigs. It wouldn’t surprise me if there was some sort of truth to that. (Or if it was the “source” of inspiration.)

But back to the line, it’s meant to remind people that we are the cause of most forest fires. And that’s not just blowing smoke.

“Research shows that many Americans believe that lightning starts most wildfires. In fact, more than 88 percent of wildfires nationwide are started by humans and the majority of these fires are accidental. The principle causes are campfires left unattended, trash burning on windy days, careless discarding of smoking materials, BBQ coals and operating equipment without spark arrestors. As such, the number of misinformed is quite alarming and threatens to become a contributing factor that will impact our environment.”

I know, for me, that every time I see a cigarette butt go flying out a car window, I really want to grab it and throw it back in the car’s window. I don’t like the world around me being used as an ashtray. (It’s the same with all the dog crap in the arroyo behind our rental here in ABQ. I always pick up after my dogs, even in these big, open wild spaces. I treat it just as I would by own backyard. But, based on what I see over some of the fences in the ‘hood, I guess these people ARE treating the arroyo like their backyard. Disgusting!)

I know that advertising, by its very nature, is meant to get people talking. And if the line (that sounds vaguely like an invitation to fire up the 420) gets people to think about their actions….to think before they flick….then I guess it works.

Then again, I guess that’s just my thoughts on a fire….from afar.

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May 4, 2010 · 12:28 pm

going local

Yesterday, we had the pleasure of grabbing lunch at a small cafe here in our new adopted hometown. From the handshake greeting from the owner, to the personable, friendly service of our food server who delivered tasty goodness on a plate (can you say BLT with a NM twist of adding both avocado AND green chile), it was a great experience.

Stumbling upon this type of establishment seems to be falling in line with my latest job focus — regional advertising. Having worked on global accounts in the past, there was excitement and pride knowing my words were being read by people all over. But I feel a greater sense of both knowing that, in some small way, the work I’m doing is helping people right where I live.

It’s like making the continued effort to support more of the Mom & Pop store, and less of the Big Box. Or choosing the vine ripe tomato at a local vegetable stand rather than one in the grocery store that appears to be red, but you know it started its journey many, many miles away as a green one.

Speaking of green, I know part of this “going local” trend has ecological benefits, too. I tend to work remotely most of the time, which helps cut down on my own personal carbon footprint. (It doesn’t hurt to have moved from the parking lot traffic of SoCal to a city with wider open spaces…and what seems to be better timed traffic lights…because I’ve upped my average mileage by nearly 4 mpg, or an additional 70-80 miles on each tank.) And by choosing local products that didn’t require being trucked/flown/trained in, that helps, too.

I guess this decision to look more at regional shops than those in bigger cities is a similar decision to my current shopping habits. Seems all the big agencies are owned by big holding companies. The regional shops tend to be more independent-minded, and maintaining a high level of creativity and professionalism. I’d rather experience the personal relationship and reward that comes from working on a piece of business where I actually get to interact with people in my vicinity. And where I can put my experience, talent, and expertise toward benefiting the people in my community.

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April 22, 2010 · 2:56 pm

i believe i can fly…

At this week’s NM Ad Federation monthly luncheon, the group brought in a couple of CDs from KC to dish about the “Creative Departments Dirty Little Secrets.”

One of the “secrets” they discussed was time lines. Their take is that every project, no matter the size or complexity, needs 2 weeks. Of course, this 14-day period is for concepting only, and not necessarily to deliver a production-ready ad.

The thought of a deadline can sometimes stop me dead in my tracks. I think part of that is I’ve always thought of myself as someone who “flies by the seat of my pants” and someone who does things “on the fly.” I can be quick with ideas. I can turn on a dime. But sometimes you just need a chance to let things incubate. You have to step away from the keyboard and just take some time to breathe, soak in the views, people watch, slip away to neverneverland.

It’s during these times of processing that I have to remember one very important thing: FLY. Set the brain free and see where the current takes you. Jump. Run like the wind. (Ok, that last one doesn’t happen as often now that I’m inching toward the mid-century mark.)

More than anything, trust my instinct. Does a brown pelican think about gliding just above a breaking wave? Hell no! It just does. Nothing wrecks good creative like over-thinking. It’s like trying to fly with 20-lb bowling balls strapped to each ankle. This is especially true during the concept phase. That’s when it’s time to just let loose, and know that among all the shit being strewn about, something magical is there.

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April 19, 2010 · 1:28 pm

if nothing else….be creative

The economy is recovering, eh? Seems every time we get close to pushing that big rock up and over the hill, right when we’re near the top, wham! It starts to roll back down. Bleak headlines about more job layoffs, more foreclosures, etc. can really bring a guy down.

Getting out there and hitting the streets is a necessary exercise, but sometimes I just gotta use some of the effort to be part of something that feeds my creative soul. Right now, it’s singing with a choral group in my new adopted hometown. Not bad for someone who has only been here a little more than 2 months. It’s nice to be part of a group of like-minded people who just love to sing.

I have always been grateful to be blessed with musical ability. Despite being a near identical clone to my Dad in the looks department, thankfully I got my musical genes from Mom’s side of the DNA pool. Whether it was piano lessons, the tenor sax, or years of singing with various groups, I’m glad I was given the bucket that my Dad so desperately needs to carry any sort of tune.

This love of music is starting to bubble up in other possibilities. As part of my own personal PR campaign to get my name and capabilities out into a new marketing community (and inspired by my continued reading of Seth Godin’s Linchpin and the importance of giving gifts), I’m starting to look around for any opportunity to donate my skills to a worthy nonprofit. And right now, nothing brings music to my ears more than doing said pro bono work to help support the arts in ABQ.

I know it’ll take time to find the right place(s) to lend a hand. But just as I was lucky enough to find a group to sing with in such a short time, I know the right opportunity is out there.

And just maybe, this opportunity will lead to others that will do more than just feed my soul…maybe it’ll also help feed my piggy bank in the process.

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April 10, 2010 · 9:15 am

file this under ads i wish i had done….

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April 9, 2010 · 1:22 pm

to resume the résumé

I’ve always been a big proponent of “letting my work do the talking.” It’s not the easiest thing for me to brag about the who/what/how/where of the last big chunk of my professional life. That’s when I feel it’s best to send people to my portfolio site and let them see what I’ve done rather than tell them. With this thought in mind, I’ve spent the past week or so revamping my site (whether that motivation came from boredom or a real need is TBD….but I’m pleased with how it looks) and rethinking my résumé.

Of course, Seth Godin in Linchpin states that “if you’re remarkable, amazing, or just plain spectacular, you probably shouldn’t have a résumé at all.”

Well, who doesn’t think they’re any of those things? I know I feel that way about myself at times. On one level, I agree with Seth’s POV. My portfolio SAYS more about who I am and what I’ve done with the talents I’ve been blessed with and/or cultivated than a 1-page Word document. Isn’t it better to see examples of the long-form copy I’ve worked on for global clients than to say I’m an expert with brochure copy?

Unfortunately, the admission ticket to any new opportunity these days seems to rely on a résumé. Now more than ever, it’s not really about the story, no matter how meticulously displayed on the page, but whether or not you have the appropriate keywords living amongst all the others. And that doesn’t even include the challenge of getting your résumé in front of the right person who can then (hopefully) locate those special keywords.

It reminds me of the National Geographic special, Sizing Up Sperm. Seeing a “life-size representation of the struggles that sperm endure just for the hopes of fertilizing an egg” was so relevant to today’s job search that it was downright scary.

It’s even more of a challenge these days since moving to a new market with fewer “eggs” to target. But rather than blanketing the whole town, I’m in the embryonic stage of cultivating a few key relationships with people I’ve been lucky to come across (and who have been nice enough to make the time to meet with me).

I know that my quest for a successful career with an agency here in ABQ is going to rely more on these key contacts than a few choice keywords on a résumé. This town seems to be more about personal connections than a well-crafted Objective statement.

But, back to Seth’s thinking on the résumé, he makes a valid point that a “résumé gives the employer everything she needs to reject you.” So part of my challenge for the past few days is rethinking how I want to express my creative abilities on something that is less than creative. How do I remain in the game without playing the game by the standard rules of compliance?

I know that the great gigs out there aren’t posted on the job boards. And rarely are they found by blindly emailing an electronic document to some unknown recipient. That’s why I’ll continue focusing more of my attention on making personal connections rather than making the ideal word choice or format on a résumé.

You never know when someone who knows someone who heard that so-and-so was looking for someone just like me might be the next someone that I’m introduced to.

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March 21, 2010 · 11:21 am

reading for inspiration…

For the past few months, I’ve been enjoying blog posts over at pleasefeedtheanimals.com. If you’re not familiar with it, it’s a great resource for anyone who has recently found themselves….displaced on the employment train. The “owner” of the site, Erik Proulx, has even made a movie about it, LEMONADE.

Anyhoo, there is a series of entries inspired by the book, Linchpin, by Seth Godin. This series is just a few of the  wealth of great ideas constantly being generated by the contributors of PFTA, a lot of which I’m really needing to see right now. After seeing my freelance business “stall” during the first 6 weeks of 2010, I need something to keep me motivated and moving forward. Seeing the following on Seth’s blog is definitely something I need to chew on, and upload to my way of thinking.

There’s a lot of pressure for freelancers to fit in, conform and comply. It seems easier to generate new business that way. That’s not really true. It’s easier to become an easily-described commodity that way, but the person who’s willing to push themselves out to an edge that matters is on the only path that actually leads to success.

And then it’s up to the client to care enough about the project and in making a difference to have the guts to hire you.

Granted, in this economy, it’s not easy to find the gutsy clients. I’m sure they’re out there. The key now is to make myself into the edge-sitter and remind myself that I am worth the price of admission.

Two days ago, I received my copy of Linchpin, plus a few other books recommended or mentioned on PFTA. It’s time to start energizing my creativity with the help of some wise people who look at things a little differently than me. I’ll look forward to posting about my “progress.”

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March 1, 2010 · 2:07 pm

i guess advertising really does suck

As pop culture goes, so goes some advertising I suppose.

It all started back in the summer when I was concepting new brand spots for a state electric company. One of the messages we wanted to get out was about “energy vampires” (aka phantom energy). We even did a radio spot, with accompanying print ad and billboard, that helped get the word out about all they wasted energy people are paying for just by leaving things plugged in when not in use.

It’s only once these started hitting the market did I began to notice a similar theme in other advertising. (It’s probably like, once I have my eye on a new car that has my interest that I start to notice them all over the place.)

Here’s one print ad I recently came across in Wired magazine.

Even Microsoft is taking a bite outta the hype that is Twilight.

All told, I can’t be too surprised by all the different advertising messages using similar (if not the same) themes. But I am grateful that I didn’t have to sell my soul to continue working in a biz I really like….but not ready to die for.

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February 24, 2010 · 3:19 pm

seeing the fruits of my labor

We recently relocated from Surf City USA to the Land of Enchantment. This move was for a few reasons, mainly lowering our cost-of-living and the potential of full-time employment.

Since we’ve been here, it’s been fun to drive around town and see the results of my creative collaboration with the agency here. Whether it’s the billboard along I-40, the print ads in the various local publications, or even a TV spot during the Olympics the other night, I still get a kick out of seeing my work out in the market. (I’ll admit to never listening to the radio in my car….so I haven’t had the chance to catch one of the radio spots.)

Here’s the main “brand” TV spot I contributed to back in the summer.

It’s great to begin the process of settling into a new area, and to be surrounded by such amazing beauty. The fact that I get to continue working with such a talented team — and seeing the results all across town — is just icing on the cake.

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