Just like I jumped on to the Pinterest bandwagon, last weekend I joined the crowd with The Hunger Games. I will gladly admit that it was a gripping story and I am ready to read the next two books and watch the movie, but this is not another blog post dedicated to proclaiming the awesomeness of The Hunger Games. Instead, I want to demonstrate how good, ol' fashioned WOM convinced me to read the book.
A few months ago was when I first about the book and one of my best friends said it was just like Twilight - that comment alone made me never want to read the books. Then, a month ago I stumbled upon the Taylor Swift song created for the movie. I liked the song, but I still have preconceived thoughts about the movie. I also watched the trailer and it looked intriguing, but could not change what I heard, and thus believed, from a trusted source. These thoughts were not based on extensive research, but from a simple statement made by a trusted friend.
Later, before one of my classes, some classmates were talking about the book and everyone was saying how great it was. Some guys in my class were praising it, which seemed weird to me because they did not seem like the people who would enjoy a Twilight copycat. I asked them all about it and they said how it was in no way like Twilight. These classmates are not as good of friends as my original source, but I trusted them and decided that I needed to read the book.
So the moral of this short story is that no form of advertising/promotion can compete with recommendations (and warnings) from personal sources. I believe WOM advertising is the best type of marketing available, but ultimately a company cannot create this. Brands can work to create ideas and messages that are easy to share via WOM, but they also need to make sure that consumers are excited and willing to engage in WOM.
As people continue to share more of their lives with others online, WOM will have greater importance. Social media by no means created WOM, but it has increased communication between more friends and at a faster pace. I am excited to learn about the next great book, movie, restaurant, etc. based on input from my friends.
Aaron Roecker
A Dude on Pinterest?
So I decided to request an invite to Pinterest. Now, you might be wondering what a dude is doing on this craft-oriented and female dominated social site, but I believe it does serve a purpose.
I might not spend as much time as more traditional users and I will not be creating huge lists or expecting a large following, but I do believe this is an important social site to understand. Social media and micro-blogging is completely changing how we as people gather and comprehend information. Whether for better or worse, everything is becoming shorter, concise, and more visual. I have even noticed on Facebook that about half of all the posts that show up on my news feed are pictures or videos.
It is a proven fact that humans are visual creatures and this idea is being supported by the rise of sites like Pinterest, and the existence of "old" social sites such as Flickr. I believe Pinterest is appealing because it allows the quick sharing of ideas presented in a way that is easy to comprehend. It also allows users to easily see what is most popular and add pictures that they hope can become the next big thing and thus increase their follower base. Likes, comments and repins help you see how successful your picture is among a mass market.
As a marketer, the main reason I want to check out a site like Pinterest is to learn how it can be used to reach customers. Companies can try to create sites that draw customers, but usually brands are the ones that need to go where the customers are. Pinterest is growing at huge rates and companies need to be aware of where their customers are. Not all companies can take advantage of every social site, but there are ones that can successfully use Pinterest. Any brand that has products based on nature, crafts, or creativity in general have the opportunity to add value to the users at Pinterest.
It will be interesting to see if the site continues to grow and what becomes of it. The exclusivity and grassroots origin of the site definitely caused it to grow fast, but I believe it does have staying power. People will join because it is seen as different from Facebook and as such it provides value to the user. Will Pinterest join the big three of Facebook, Twitter, and LinkedIn? Only time will tell...
Aaron Roecker
I might not spend as much time as more traditional users and I will not be creating huge lists or expecting a large following, but I do believe this is an important social site to understand. Social media and micro-blogging is completely changing how we as people gather and comprehend information. Whether for better or worse, everything is becoming shorter, concise, and more visual. I have even noticed on Facebook that about half of all the posts that show up on my news feed are pictures or videos.
It is a proven fact that humans are visual creatures and this idea is being supported by the rise of sites like Pinterest, and the existence of "old" social sites such as Flickr. I believe Pinterest is appealing because it allows the quick sharing of ideas presented in a way that is easy to comprehend. It also allows users to easily see what is most popular and add pictures that they hope can become the next big thing and thus increase their follower base. Likes, comments and repins help you see how successful your picture is among a mass market.
As a marketer, the main reason I want to check out a site like Pinterest is to learn how it can be used to reach customers. Companies can try to create sites that draw customers, but usually brands are the ones that need to go where the customers are. Pinterest is growing at huge rates and companies need to be aware of where their customers are. Not all companies can take advantage of every social site, but there are ones that can successfully use Pinterest. Any brand that has products based on nature, crafts, or creativity in general have the opportunity to add value to the users at Pinterest.
It will be interesting to see if the site continues to grow and what becomes of it. The exclusivity and grassroots origin of the site definitely caused it to grow fast, but I believe it does have staying power. People will join because it is seen as different from Facebook and as such it provides value to the user. Will Pinterest join the big three of Facebook, Twitter, and LinkedIn? Only time will tell...
Aaron Roecker
My Last Semester
It's is my last semester at Bradley University and school will not go down without a fight. Although my class load is lighter then normal because I am interning more hours, this semester is shaping up to be one of the busiest and chaotic.
I learned today that I have a 50-70 page marketing plan in my marketing capstone class next Thursday (I guess I should be thankful that I was told about it today instead of Thursday). I also have to work on a 30 page competitive analysis paper for our client in the business capstone class due at the end of the month. Thankfully, I this semester contains very few tests and the papers can be divided among group members.
In addition to all my papers, group projects, and internship I am working on finding a job. I believe I have found a great method for searching and applying, but the process is still anything but easy. The job market is still tough and I need to make sure I am spending my time applying for jobs I am both qualified for and will enjoy.
Even with all this work (and the stress that comes with it), I am looking forward to enjoying this last semester. I have had an amazing career at Bradley and been able to participate in great groups and learn from amazing teachers. I believe Bradley has given me the knowledge and experience to succeed in the workplace. Here's to my last few months on Bradley's hilltop.
I learned today that I have a 50-70 page marketing plan in my marketing capstone class next Thursday (I guess I should be thankful that I was told about it today instead of Thursday). I also have to work on a 30 page competitive analysis paper for our client in the business capstone class due at the end of the month. Thankfully, I this semester contains very few tests and the papers can be divided among group members.
In addition to all my papers, group projects, and internship I am working on finding a job. I believe I have found a great method for searching and applying, but the process is still anything but easy. The job market is still tough and I need to make sure I am spending my time applying for jobs I am both qualified for and will enjoy.
Even with all this work (and the stress that comes with it), I am looking forward to enjoying this last semester. I have had an amazing career at Bradley and been able to participate in great groups and learn from amazing teachers. I believe Bradley has given me the knowledge and experience to succeed in the workplace. Here's to my last few months on Bradley's hilltop.
Why I Love the Super Bowl
It's that time of the year again. In Illinois the weather is cold (although surprisingly warm this year with little snow) and school is just starting to get under way. And the Super Bowl is coming.
I am a fan of almost any sport, and I especially love watching sports as a group. The energy and excitement that surrounds games is great and the Super Bowl is one of the best. But as a self-identified marketing nerd, I enjoy the Super Bowl for so much more than the game.
My game takes place when the players take their breaks. I love the commercials the Super Bowl produces because of the creativity and hype that companies create for their ads. Watching the ads with a group of friends makes it even better as I try to look at people's reactions and give passing and failing grades to the commercials. The Super Bowl usually introduces the year's new advertising campaigns for some of the world's biggest brands. It also has a great collection of new movie trailers, and each are done differently to try to be more memorable than the last.
The last Super Bowl had a few standouts, but overall I was disappointed. I have seen some of the new commercials for this Sunday and so far I have liked what I have seen (except for the Audi commercial that showed no originality and simply jumped on the vampire bandwagon). So this Sunday afternoon you can catch me eating great foods, hanging out with good friends, and anxiously waiting to see who wins the game - Pepsi or Coke.
I am a fan of almost any sport, and I especially love watching sports as a group. The energy and excitement that surrounds games is great and the Super Bowl is one of the best. But as a self-identified marketing nerd, I enjoy the Super Bowl for so much more than the game.
My game takes place when the players take their breaks. I love the commercials the Super Bowl produces because of the creativity and hype that companies create for their ads. Watching the ads with a group of friends makes it even better as I try to look at people's reactions and give passing and failing grades to the commercials. The Super Bowl usually introduces the year's new advertising campaigns for some of the world's biggest brands. It also has a great collection of new movie trailers, and each are done differently to try to be more memorable than the last.
The last Super Bowl had a few standouts, but overall I was disappointed. I have seen some of the new commercials for this Sunday and so far I have liked what I have seen (except for the Audi commercial that showed no originality and simply jumped on the vampire bandwagon). So this Sunday afternoon you can catch me eating great foods, hanging out with good friends, and anxiously waiting to see who wins the game - Pepsi or Coke.
Volkswagen "The Bark Side"
I am impressed by the Volkswagen Super Bowl commercial teaser. "The Bark Side" and its television premiere were both great examples of product placement and viral videos.
The commercial first aired during an episode of "The Middle" on ABC on Wednesday. The episode's storyline was about the Super Bowl in Indianapolis and featured the Volkswagen Passat. This is a great example of integrating multiple types of marketing. Volkswagen used the perfect episode to feature its vehicle and show its new commercial.
"The Bark Side" currently has over five million views within four days. The video is already going viral, but Volkswagen had to find a way for its video to stand out among the increasing number of viral videos. Social networking sites such as Facebook and Twitter allow for quick and easy sharing of YouTube and Vimeo videos. The marketing team at Volkswagen was able to create a video that built upon the success of its past Super Bowl commerical, "The Force."
Volkswagen seems to have found a theme that works in its videos. Star Wars is universally known and can be used to bring up emotions from years past and feelings of amazing storytelling and quality. The use of children and dogs is also not an accident. Many of the most popular YouTube videos include either small children or dogs.
Volkswagen has created another commercial (or commercial teaser) that has gained widespread attention and is liked by almost everyone who views the video. Unlike other viral videos that might have gained attention through sheer luck, this commercial's success is anything but luck. Volkswagen has shown that it is possible (twice) to create viral commercials based on research and understanding consumer behavior.
The commercial first aired during an episode of "The Middle" on ABC on Wednesday. The episode's storyline was about the Super Bowl in Indianapolis and featured the Volkswagen Passat. This is a great example of integrating multiple types of marketing. Volkswagen used the perfect episode to feature its vehicle and show its new commercial.
"The Bark Side" currently has over five million views within four days. The video is already going viral, but Volkswagen had to find a way for its video to stand out among the increasing number of viral videos. Social networking sites such as Facebook and Twitter allow for quick and easy sharing of YouTube and Vimeo videos. The marketing team at Volkswagen was able to create a video that built upon the success of its past Super Bowl commerical, "The Force."
Volkswagen seems to have found a theme that works in its videos. Star Wars is universally known and can be used to bring up emotions from years past and feelings of amazing storytelling and quality. The use of children and dogs is also not an accident. Many of the most popular YouTube videos include either small children or dogs.
Volkswagen has created another commercial (or commercial teaser) that has gained widespread attention and is liked by almost everyone who views the video. Unlike other viral videos that might have gained attention through sheer luck, this commercial's success is anything but luck. Volkswagen has shown that it is possible (twice) to create viral commercials based on research and understanding consumer behavior.
Continued Internship at Robert Bosch Tool Corporation
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
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