In case you missed it – I gave up Facebook for Lent.

It’s official – Lent’s over and so is this experiment. Which is good because I’m TOTALLY OVER this whole no Facebook thing! I’ve enjoyed the increase in face-to-face and phone conversations that I’ve had with my friends and family, but those conversations could have been even more fun with a little help from Facebook on current events.

I was an early adopter of Facebook and other social media outlets, so it’s been nice being able to take a step back to remind myself, and others, how this tool can really be utilized. By doing so I was able to be reminded of how Social Media can affect us, not just personally but professionally. So I hope through my step back we have all began to think of social media as a compliment to your traditional marketing plan. Here are a few other things I hope you’ve began to think more about in regards to your business:

• Social Media is a way to engage with your customers – but should not replace in-person or personal communication.

• You can’t communication with your audience if you’re not using the same communication tools that your audience is using.

• You might be trying to communicate, but if you’re not where your audience is then business can get pretty lonely pretty fast!

• Social networks aren’t the ONLY place your audience is at so it should not be the ONLY place your business advertises. It should compliment your other advertising efforts.

So what did I do first on Facebook?

•   Looked at pictures of all my friend’s newborn babies
•   Became a fan of my bank’s Fan Page
•   Went through all my friend requests (15), messages (56) and event invites (I stopped counting!)
•   Followed up on the happenings in my friends, family, co-workers and client’s lives – we’ve got LOTS to cover this week!!!
•   Updated my calendar with several of my client’s events as well as local non-profit and chamber events.
•   Uploaded all the pictures I’ve taken the last month and a half
•   Went through my news feed (no not from the last 6 weeks – just the last day)

I’ve CLEARLY got lots more to catch up on but that’s kept me busy for a little while. I hope you enjoyed relentlessly torturing me with stories about facebook gossip. I also hope you’ve enjoyed following the things I’ve learned from this experiment, but mostly I hope that you’ve taken something away about how communication channels are evolving.

Next year I’m totally giving up cookies or maybe chocolate – but definitely NOT Facebook! Until then, thanks again for following and I’ll see you on Facebook.

In case you missed it – I gave up Facebook for Lent.

This week, my Facebook Fast has helped me realize a new, unexpected, but clearly obvious point about the importance of traditional media. Friday I did an interview with the Topeka Capital-Journal for an article about my Facebook Fast. It ran on the front page of Saturday’s Paper and I have received an overwhelming amount of support since (THANK YOU!). It’s the support from the newspaper article that’s brought me to my next point. Just because new communication methods and advertising avenues are emerging doesn’t mean we can forget about the more traditional methods.

The way my parents’ generation communicates and engages with others is completely different from the way my generation communicates and engages with one another. My parents talk on the phone, I text on it. My parents email, I Facebook. But I also talk on the phone and email, and slowly my parents are beginning to text and utilize social networks so I’m not sure why this point wasn’t immediately obvious. New media is simply helping communication, but I’ve come to realize that that doesn’t mean more traditional methods are any less important to a relationship, be that personal or professional.

Social networks aren’t the ONLY place your audience is at. They are just one more touch point to get a message out there. When radio came along, it was used to support advertisers’ print campaigns; similarly when television came along. With social networks you are just using one more method to support the other, often times more traditional, advertising methods. Take the newspaper article for example. The newspaper article supported my blog series, which I promoted through Twitter and my colleagues promoted through Facebook.

It really goes to show how they all tie together proving that networks, like Facebook, are allowing businesses to build relationships with their customers and potential customers. Without that you’re probably not top-of-mind to your audience. Your conversations are similar to speaking with an acquaintance – you talk when something sparks your interest but you don’t engage on a regular basis. Those interactions with your acquaintances rarely spark lifelong friendships because you’re not engaging with them regularly. That’s why social media marketing is so important to the success of some business’ overall marketing strategies. You’re not just interacting with acquaintances; you’re building relationships with your customers. Can you feel the brand loyalty?

One more week! Here’s what you missed this week:

• Thank you for another AMAZING concert, John Mayer. This may have been my 3rd but you are still, by far, one of the most talented musicians out there.

• The Flint Hills Discovery Center is going to be such an amazing place for students, families, tourists and more – can’t wait until it opens. Check it out!

• I love small towns and picnics in the park with friends! They all remind me of home.

• The jhP team just met with a client about Hispanic Marketing efforts! I love my job – I’m never bored and am always learning something new.

In case you missed it – I gave up Facebook for Lent.

Three and a half weeks down; three to go. Giving up Facebook has given me some unexpected extra time on my hands. At first that was refreshing, but after the newness wore off it quickly became lonely. Within just a few days of giving up Facebook I had an epiphany – Facebook’s so much more to me than just a time waster or a gossip/news site. It’s about being a part of something bigger than myself. That’s why people get involved in groups right? For me, it’s about staying connected with friends, and being included in a conversation I would not normally be included in. I may not engage in the conversation but that doesn’t mean I’m not following it – which is similar to standing with a group at a big party and listening to a conversation but not adding anything (come on, we’ve all perfected our head nods!). So needless to say, these past three weeks could have been pretty lonely. By day two it felt a little like I was already out of sight, out of mind.

Last week’s point was that if you can’t communicate with your customers/potential customers then how can you expect them to continue utilizing products or services they don’t even know about? Then, last Monday, my friend Melissa exhibited this point perfectly when she told me that if I give up Facebook again for Lent we can’t be friends anymore. Obviously, she’s kidding, but she showed me another way to look at last week’s message. Much like my lonely feelings from being unable to take part in the Facebook conversation, a business can be pretty lonely if it isn’t communicating with its customers. And if you’re like me – you might be trying to communicate with your audience, but if you’re not using the same communication tools they are, then it can get pretty lonely pretty fast!

So start talking. Find out where your audience gets their news and gossip. Learn where they spend their time and get a presence there. Make yourself top of mind and become part of the conversation. That’s just a little piece of the success puzzle.

A week’s worth of my rambling mind:

• I think I’m falling in love … with the band Safetysuit. Thank you Pandora for yet ANOTHER amazing recommendation!

• I just finished speaking to three VERY bright classes at Washburn University about jhP, marketing, advertising and, of course, Google’s Fiber Network Experiment.

• I’ve got SO many weddings and baby showers in the next three months that I just don’t think I’ll be able to knit everyone afghans … how about anniversary/1-year birthday gifts?

• I love Topeka, but I miss Manhattan. I need to get myself another one of these shirts! www.imissmanhattan.com

In case you missed it – I gave up Facebook for Lent.

This week was even more difficult than last. Last week my Facebook fast was top-of-mind to all my friends and family – this week the newness has worn off. People keep talking to me about things I would normally know about – expecting me to have a clue. But when I stop them and ask them to fill me in, I get the resounding “oh, that’s right, you’re not on Facebook.” And then there’s The Face.

“The Face” is the eye–squinting, wrinkled-forehead, pressed-lips look that you get when people feel sorry for you. I’m fairly certain I’ve used this look many times. Usually to communicate a feeling with others – typically when something has happened and I’m trying to show empathy to someone. Is that what my friends are doing to me? Feeling sorry for me? (NOTE: I’m exaggerating with that last line for effect – just go with it.)

But seriously, this past week proves one point I had hoped to make with this experiment – that you can’t communicate with your audience if you’re not using the communication tools your audience is using. If I could had been on Facebook this week, you’d know that I became of fan of my bank’s new Fan Page – CoreFirst Bank & Trust. Instead I have to wait until April to do so! And I would have known that Jayhawk Café, a new café in downtown Topeka’s Jayhawk Tower, had their grand opening. But I missed it because I didn’t know about it – I heard about it later that evening on the 10:00 news. Regardless, I’m managing. Not as effectively, or efficiently, as normal, but I’m making it through with a little help from my friends, family, co-workers and local media. Thanks everyone!

Here are a few other things you would have known if I could have been on Facebook this week:

•  WHAT!?!? There’s a Twilight “Scene It!” board game. How do I NOT have this?
•  Headed to the Heartland Visioning meeting! Can’t wait to hear all about their wonderful plans to revitalize Downtown Topeka.
•  Why are some stoplights in Lincoln horizontal and some vertical … did they just decide to buck consistency or does this madness have a real purpose?
•  Stupid friends – why aren’t you ALL on Twitter?! Okay you’re not stupid but my life would be easier if you were!

Internships are a vital part of an advertising or marketing education. It’s important to do as many internships as possible to learn what type of business you want to work in – large agency, small agency or an in-house marketing department. Take the opportunity to become a sponge! Soak up as much real-world experience and information as possible, and don’t be afraid to ask if you can assist anyone and everyone. Going above and beyond in each of your tasks will demonstrate your potential and set you apart from others.

Try to get hands-on experience anywhere that you have potential interest, so you can determine your true passion. For example, if you’re interested in video production, ask a TV station for a shadow day and then volunteer to come back and help out for free for a while. The business gets free labor, and you will be building an essential network of industry contacts while gaining valuable experience.

It’s not called work for nothing! Agency life is a lot of fun, but the hours are long. Be prepared to spend between 55 and 70 hours per week working, reading, learning and doing whatever it takes to make yourself and your agency better. You should expect to work 45-55 hours per week (although these numbers are conservative for some) even after a few years in the business. The world is always changing, and it’s our job to know how to adapt to those changes. Learning never ends in this profession.

Become an active member of your local AAF club or an advertising club at your college. Attend meetings. Ask questions when there are guest speakers. Get on the board and make things happen. You can’t be a wall flower in this industry. Introduce yourself to people and ask them questions about what they do, and ask for advice. You will find AAF to be open to helping students learn and experience as much as possible.

What advice would you give to students looking to gain a footing in the advertising industry?

When looking to adopt a cause for your company, try to support a cause that is relevant to you or your industry. This will be more meaningful to your business and to your customers. A powerful example of cause marketing is TOMS Shoes. For each pair of shoes sold at TOMS Shoes, one pair is donated to a child in need.

Alternatively, consumers are turned off by businesses that attempt to deflect bad publicity through calculated cause marketing. A coal-burning power plant, for example, would be unbelievable as a “green” movement leader unless it can demonstrate increased research and funding for development of “green” alternatives to coal.

It’s important to remember that consumers may not be aware of a cause that your business supports, so you will need to promote the supported cause. Post pictures and write a blog about charitable events your business attends. Include information about your cause of choice on the company web site and social media networks, via newsletters, on packaging and in-store. Here are some examples of businesses who successfully promote their support:

• Dawn Dish Soap TV Spot supporting wildlife conservation.
• Swiffer dusters created limited edition packaging supporting breast cancer research.
• jhP posted this video to social media networks to support the United Way kickoff.
• Chase credit cards is using a Facebook application to select more than 100 charities that receive at least $25,000. Facebook fans log on and vote for their favorite nonprofit organization.
• Campbell’s Soup integrates their support for labels for education into their web site tool bar.

What types of cause marketing does your company engage in? What examples have you seen that are particularly note-worthy?

Remember how exciting the grocery store checkout stand was when you were a kid? That’s where all the really good stuff was. All those bright colors and tempting candies. The one I always begged for was a parent’s nightmare – that gooey yumminess that came in a squeezable tube. I don’t recall the name, but that bright package still catches my eye.

That’s how big a difference packaging makes. I still buy gum, and many other products, based on what package looks the coolest or is most eye–catching. The same goes for services. When choosing between a car repair shop that’s tidy and in a safe neighborhood or one that’s junky and in a scary area, which do you choose? Based on the physical evidence, you’ll probably go to the first shop. Customers base purchase decisions on comfort and trust. It’s what builds relationships. That’s why packaging and physical evidence are two very important additional Ps in the marketing mix.

Packaging:

It’s about appearances. First impressions and how your product shines next to your competition’s products are crucial. Our lifetime of checkout stand experiences proves that. Packaging can be your strongest asset, or a sales killer – remember Tropicana’s recent rebrand? Consumers come to recognize and depend on the look of our products as they make their choices. So it’s essential to regularly research and reevaluate our packaging designs for impact and effectiveness.

Physical Evidence:

It’s also about facts. Physical realities allow consumers to form opinions of your services or products based on what they see. This is another reason why it’s important to gain insight from someone outside of your company. Find out what people think of your location’s cleanliness, appearance, and how they think your product looks. Is your business’ location organized and attractive? Does your product appear fresh and able to function?

In the marketing mix, sometimes you have to judge a book by its cover. That said, what makes your product or service stand out and shine above the others?

Stay tuned to find out how positioning and perception affect your brand!

In the first week of Marketing 101 we learned the four P’s of the marketing mix: Price, Product, Place and Promotion. But as time went on, we discovered there are many MORE P’s to consider for successful marketing. So which ones are important? All of them!

Briefly, let’s take a look at two more P’s we should keep in mind.

People:

How many times has a company’s employee swayed your opinion of a product or service? Maybe your opinion improved – maybe it got worse! That’s why recruiting and training the best team to represent your business is so critical. As far as the customer is concerned, your people ARE your company.

So make sure you hire people who are well-suited to their positions. And give them good training so they can enjoy doing great work for you. Are your people well positioned for success?

Process:

For several years I worked for McDonald’s. That might be your last career choice – but I loved it. Their focus on process made work fun and easy. McDonald’s processes are time-tested for efficiency and quality control, which makes your meal experience consistent whether you visit McDonald’s in Topeka or Beijing. Fast-food fan or not, you always KNOW what to expect at McDonald’s. And that’s why they’re the category leader.

What processes do you have in place? Are they regularly re–evaluated from an outside perspective? How can improved processes make your customers’ experiences more reliable?

Next time, we’ll look at Physical Evidence and Packaging.

1.) PepsiCo underestimated the value of package recognition.

Consumers knew Tropicana by its look. But when the re–branded packaging was put next to other orange juice brands (Minute Maid, Dole, etc.) nothing said to the consumer, “Hey! It’s me, your old friend Tropicana!” The key design elements that made Tropicana packaging iconic to loyal customers were either muted or missing. Consumers no longer recognized their favorite drink. They assumed it was gone and simply grabbed another brand.

2.) The redesign was too much too fast!

It’s often best to ease into a new logo or package design gradually. But Tropicana dove head first. The packaging changed so suddenly and radically that loyal customers looked right past it.

3.) The packaging was too generic.

Although the new packaging was attractive on the design board, it looked so bland on the shelf that it simply blended into the background. Loyal customers couldn’t distinguish between their favorite brand and generic orange juice brands.

4.) The new packaging made it hard to distinguish between varieties.

Whether you were looking for Tropicana’s No Pulp or Calcium variety, all the new packaging looked the same! Tropicana’s previous packaging had used different colors to successfully differentiate each variety. Even customers who figured out what Tropicana looked like now couldn’t find the taste they wanted.

On February 23, after losing millions of dollars in sales, PepsiCo announced they were ditching their new look and reverting to the previous package design. Clearly, they learned a valuable lesson or two. What would you have done differently if you were PepsiCo?

Remember when marketers actually spoke to their customers? Remember those days when you walked into a store, someone greeted you and asked how they could help you or how your day was going? Now, with e–commerce, automated phone systems and a business world spinning a million miles a second it is uncommonly refreshing to receive direct and personal customer service. So today, when times are hard for everyone, remember to take a deep breath, get out there and talk to your customers and clients.

At jhP we’re committed to “the power of partnership.” We know relationships are the core of business success. When money’s tight you prefer to spend with those who offer proven service, who make your life a little easier, who ensure you have one less worry later, and who just plain help you feel better. It’s wise to be progressive in your advertising and marketing – but don’t forget the basics. Take a little time out of each day to talk to people. Maybe you’ll earn a lifelong customer from it – and/or a friend!

When I was sixteen I was lucky enough to spend a month in Copenhagen, Denmark. While this was many years before I began my internship here at jhP, or even considered a career in advertising, one billboard there altered my perspective forever. It was a billboard for Tuborg beer. The ad had a picture of a Tuborg beer bottle with a slogan that translated to “Tuborg: Probably the Best Beer in Town.”

You read that right: “Probably the Best Beer in Town.” A friend and I found it hilarious and made up our own alternate ad: a bottle of Tuborg on an empty table with the logo “Tuborg: Probably the Best Beer on this Table.” We thought the ad was ludicrous because we were used to American ads that asserted they were the best in the world. My friend’s mother, who was Danish, tried to explain to us that Danes accepted that people have different tastes in beer and therefore found “We’re the Best” ads offensive.

The Tuborg ad offered more than a lesson in Danish advertising. It taught me that understanding your audience as precisely as possible and appealing to how they think is of ultimate importance in any marketing effort. Sixteen-year-old American girls visiting Copenhagen were obviously not Tuborg’s target market. Danish beer drinkers, however, loved it. So remember the importance of knowing – and appealing specifically to – your target market!

Picture Provided by Tony Austin on Flickr