This past week I was offered the opportunity to continue interning at Robert Bosch Tool Corporation, and I could not be happier. Before I interned at Bosch this summer, I knew absolutely nothing about the company, but after this summer I realize how great of an opportunity this is.
Thankfully, I have been given the opportunity to intern at Bosch for my senior year and develop the marketing skills necessary to start my marketing career. Bosch has a history of producing great products, and I am proud to be part of a company with such success. I do not know what my future projects will be, but I am thankful for the chance to gain more marketing experience. While other students have been mere assistants to marketing professionals, I have been able to work on my own projects and on teams to gain first-hand marketing experience.
No matter what life holds for me, my experience at Bosch will help me start my marketing career. As I continue working at Bosch during the school year, I am excited to see what the year has in store for me.
Aaron Roecker
What I'm Learning About Social Media
At my summer internship my main responsibility is managing social media. My knowledge of how to use social media and how it relates to overall brand management has grown tremendously during my internship. For the past year or so I have read all about social media and studied various techniques and styles, but experience has been the best teacher.
I coordinate the social media of three different brands, which gives me an opportunity to study and learn about each brand I work with and what it stands for. Each brand targets a different consumer, thus each brand's social media campaign must vary accordingly. Before I started this internship I used to think that the number of followers and fans always increases and that they have a desire to engage a brand, but now I know better. People need a reason to follow a brand on social media and before they participate or engage your brand you must first earn their trust. Since taking control of these social media campaigns, I have been doing what I can to earn the respect of users and provide them with information that will help them solve their problems and achieve their goals. As I track what links users like the most, I will be able to give followers and fans a better online experience.
It will be interesting to see the progress I make by the end of the summer. Even though I will not be pursuing a career in social media marketing, this summer has been and will continue to be a great learning opportunity as I learn how social media is part of a consumer's brand experience. This social media experience is a perfect way for me to learn how consumers interact with a brand and how they develop relationship with that brand.
Aaron Roecker
I coordinate the social media of three different brands, which gives me an opportunity to study and learn about each brand I work with and what it stands for. Each brand targets a different consumer, thus each brand's social media campaign must vary accordingly. Before I started this internship I used to think that the number of followers and fans always increases and that they have a desire to engage a brand, but now I know better. People need a reason to follow a brand on social media and before they participate or engage your brand you must first earn their trust. Since taking control of these social media campaigns, I have been doing what I can to earn the respect of users and provide them with information that will help them solve their problems and achieve their goals. As I track what links users like the most, I will be able to give followers and fans a better online experience.
It will be interesting to see the progress I make by the end of the summer. Even though I will not be pursuing a career in social media marketing, this summer has been and will continue to be a great learning opportunity as I learn how social media is part of a consumer's brand experience. This social media experience is a perfect way for me to learn how consumers interact with a brand and how they develop relationship with that brand.
Aaron Roecker
Embassy Suites and Mr. More
"When it comes to having more, I want a lot more of more and a little less of less" -Mr. More
Embassy Suites has recently debuted a new marketing campaign on March 6. According to Tnooz, Embassy Suites wants to appeal to bleisure travelers and offer more of more. The touch points being used by Embassy Suites are perfect. Online advertising is great for business people who always stay up on trends and will be likely to see banner ads. The TV advertising is good because it allows consumers to build a relationship with a character who portrays a brand. The other aspects of the campaign, in-flight entertainment and the CNN Airport Network, will perfectly reach the target consumer. The integration of the various mediums will help create a consistent message.
The videos put a humorous spin on the benefits of having more. The ads do a great job portraying the businessman/family-man and what he wants from his hotel. He asks, "why have less when more is available?" Even though I have not done business traveling, I can completely relate and I believe other business people can as well. If you want less stay somewhere where you get less, but if you want more, Embassy Suites is the place.
Now that the amazing ads are created, Embassy Suites now has the task of getting the campaign to take off. Pushing the YouTube channel, and possibly a Facebook page for Mr. More, would create great buzz. Social might not be as big for this campaign because of who is being targeted, but it is still important to implement. Online marketing and banner ads also open up so many possibilities. There are many different paths for Embassy Suites to take, and it will be exciting to see how the campaign progresses.
Aaron Roecker
Embassy Suites has recently debuted a new marketing campaign on March 6. According to Tnooz, Embassy Suites wants to appeal to bleisure travelers and offer more of more. The touch points being used by Embassy Suites are perfect. Online advertising is great for business people who always stay up on trends and will be likely to see banner ads. The TV advertising is good because it allows consumers to build a relationship with a character who portrays a brand. The other aspects of the campaign, in-flight entertainment and the CNN Airport Network, will perfectly reach the target consumer. The integration of the various mediums will help create a consistent message.
The videos put a humorous spin on the benefits of having more. The ads do a great job portraying the businessman/family-man and what he wants from his hotel. He asks, "why have less when more is available?" Even though I have not done business traveling, I can completely relate and I believe other business people can as well. If you want less stay somewhere where you get less, but if you want more, Embassy Suites is the place.
Now that the amazing ads are created, Embassy Suites now has the task of getting the campaign to take off. Pushing the YouTube channel, and possibly a Facebook page for Mr. More, would create great buzz. Social might not be as big for this campaign because of who is being targeted, but it is still important to implement. Online marketing and banner ads also open up so many possibilities. There are many different paths for Embassy Suites to take, and it will be exciting to see how the campaign progresses.
Aaron Roecker
Global Marketing
Recently, Advertising Age had an article about Unilever filling up their global marketing team. As I read this, I hoped that some day I could have this privilege. I know I talk a lot about global marketing, but I believe it cannot be overstated. As the world gets smaller and information becomes even more readily available, companies need to be able to compete in new markets. Global marketing will be required for both small and large companies.
My goal is to some day be able to help a company develop a global marketing strategy. As I experienced in the past with my international travels, I relish the opportunity to learn about other cultures and tell consumers about the benefits of my company's product. Global marketing allows a brand to make a worldwide impact. All brands make a choice of how they want to position themselves, and I look forward to the opportunity to work on that positioning strategy. A global positioning will require more analysis than a regional or national one, but again its the challenge that all marketers (myself included) live for.
I realize I have a long way to go before my goal can be achieved, but I am constantly working towards achieving that goal. While working at my internships, my goal is to learn and be a part of teams and projects that give me various marketing experience. This summer I hope to land an internship with a large company where I can help them and they will provide me with needed experience and knowledge. As I have said before, I look forward to where my life leads, and I am excited about the possibilities.
Aaron Roecker
My goal is to some day be able to help a company develop a global marketing strategy. As I experienced in the past with my international travels, I relish the opportunity to learn about other cultures and tell consumers about the benefits of my company's product. Global marketing allows a brand to make a worldwide impact. All brands make a choice of how they want to position themselves, and I look forward to the opportunity to work on that positioning strategy. A global positioning will require more analysis than a regional or national one, but again its the challenge that all marketers (myself included) live for.
I realize I have a long way to go before my goal can be achieved, but I am constantly working towards achieving that goal. While working at my internships, my goal is to learn and be a part of teams and projects that give me various marketing experience. This summer I hope to land an internship with a large company where I can help them and they will provide me with needed experience and knowledge. As I have said before, I look forward to where my life leads, and I am excited about the possibilities.
Aaron Roecker
P&G and Developing Countries
Proctor and Gamble is a company that I greatly admire. It is a large company with numerous brands, and each brand has its own unique purpose and serves to advance P&G's overall goals. The company has established itself well in developed countries, but it is currently focusing more on the developing countries of the world.
The January edition of Fortune wrote about P&G's goal of raising sales from developing regions to 50% of total sales. The author of the article, Jennifer Reingold, writes "Yet P&G, realizing that its future success lies in the developing world, has concluded that it must compete at the lower end of the spectrum as aggressively as it does at the higher one." The article goes on to explain the R&D strategies used by P&G to achieve its goals, but I would like to examine the marketing implications of this article.
As a aspiring marketer, goals set by top management affect marketing strategies and implementation. The marketing required for luxury goods in developed countries differs considerably from basic products in developing countries. Given the P&G example, consumers will need to be given a reason to purchase the P&G products. Local marketers from the developing regions will play in integral part in learning the characteristics of their market.
Going back to the principles set out in The Global Brand CEO, P&G needs to make sure the marketing strategy for brands used in developing markets have a universal truth, purposeful positioning, and a total brand experience. There are many strategies available to marketers at P&G, but they must keep in mind their target market and the position their brand occupies globally.
Aaron Roecker
The January edition of Fortune wrote about P&G's goal of raising sales from developing regions to 50% of total sales. The author of the article, Jennifer Reingold, writes "Yet P&G, realizing that its future success lies in the developing world, has concluded that it must compete at the lower end of the spectrum as aggressively as it does at the higher one." The article goes on to explain the R&D strategies used by P&G to achieve its goals, but I would like to examine the marketing implications of this article.
As a aspiring marketer, goals set by top management affect marketing strategies and implementation. The marketing required for luxury goods in developed countries differs considerably from basic products in developing countries. Given the P&G example, consumers will need to be given a reason to purchase the P&G products. Local marketers from the developing regions will play in integral part in learning the characteristics of their market.
Going back to the principles set out in The Global Brand CEO, P&G needs to make sure the marketing strategy for brands used in developing markets have a universal truth, purposeful positioning, and a total brand experience. There are many strategies available to marketers at P&G, but they must keep in mind their target market and the position their brand occupies globally.
Aaron Roecker
The Global Brand CEO
Over winter break I have been reading The Global Brand CEO by Marc de Swaan Arons & Frank Van Den Driest. This book has offered me insights that I have never before encountered and has increased my desire to work globally even more.
The Global Brand CEO is a great mix of technical analysis and practical advice, but the best parts are the quotes from various CMO and global brand leaders. These quotes gave me an insight into the thoughts of a CMO and how they operate. They shared their experiences and advice. I will constantly be going back to this book to hear their thoughts.
Before reading this book I never thought too much about brand marketing, but now it is one of the top career paths I wish to pursue. Brand marketing has unique challenges and opportunities, but what I like the best is the ability to completely engross myself into a specific brand. Working for a certain brand will then allow me to learn the inner-workings of the consumers who use it. Learning about consumers and developing a marketing plan based on those insights would be the perfect job.
Eventually I would like to work on a global brand, but before that can happen I must learn how to manage a brand locally/regionally. I need to execute marketing plans and put them into action. Learning from this experience can help me better achieve my goal of working internationally/globally. The ability to affect the lives of millions across the globe is exciting, but equally frightening. I look forward to what happens in the future and where my life leads.
Aaron Roecker
The Global Brand CEO is a great mix of technical analysis and practical advice, but the best parts are the quotes from various CMO and global brand leaders. These quotes gave me an insight into the thoughts of a CMO and how they operate. They shared their experiences and advice. I will constantly be going back to this book to hear their thoughts.
Before reading this book I never thought too much about brand marketing, but now it is one of the top career paths I wish to pursue. Brand marketing has unique challenges and opportunities, but what I like the best is the ability to completely engross myself into a specific brand. Working for a certain brand will then allow me to learn the inner-workings of the consumers who use it. Learning about consumers and developing a marketing plan based on those insights would be the perfect job.
Eventually I would like to work on a global brand, but before that can happen I must learn how to manage a brand locally/regionally. I need to execute marketing plans and put them into action. Learning from this experience can help me better achieve my goal of working internationally/globally. The ability to affect the lives of millions across the globe is exciting, but equally frightening. I look forward to what happens in the future and where my life leads.
Aaron Roecker