As a college student, it is imperative to have internships under your belt before applying for a job. I’ve heard the horror stories. The ones that depict the intern as just a cog in a machine, going on coffee runs and doing miscellaneous tasks like filing papers. So when Glint Advertising called and offered me an internship, I had no idea what I was in for. I did know I wanted to learn everything I possibly could during my time there, which I did. What I didn’t expect was to learn who I am as a person and how I would fit into this industry.
The Glint team is brilliant in the way that they take every challenge as an opportunity, and are just as eager to learn as their interns. The passion they put into their clients’ work is the same they demonstrate towards teaching. My experience in this industry was microscopic, and they took that in stride. I quickly found what you learn in a classroom that barely scratches the surface of what it’s actually like at an agency. Here are some important tips I’ve learned about how to navigate the business world.
An hour of creativity can go a long way for a client but is only a minor piece of the puzzle. Going above and beyond is what puts you ahead, but there are so many factors you must take into consideration if you want to be successful.
Have a reason to show up to work every day. Everyone’s reason will vary, but passion is contagious and can make a significant difference for your job and your clients.
Always be confident in your ideas and what you’re presenting. Confident people own the choices they make and accept the outcomes that come with them. Removing self-doubt will not only ensure your own trust but will allow your clients to believe in you as well.
Don’t be afraid of talking about money. As awkward as the topic may be, it’s the universal component that makes the world go round for all parties. Getting that conversation going during the initial meeting will save you many difficult conversations later on.
Always ask questions, even if you’re scared of the answer. Learning something new about yourself or your work, even if that something is negative, means you have the will to correct it. So ask all those hard questions, because a good leader is never scared of an opportunity to learn.
Be thankful. This industry is very competitive, so being hired as an intern or an employee is an incredible opportunity. Be grateful for every challenge, triumph, defeat, and victory, because someone believed in you enough to give you this chance. Don’t let it go to waste.
Along with these tips, I’ve also learned a great deal about myself and what I can accomplish. I now appreciate constructive criticism and can learn from my mistakes. I can consult and take suggestions from my coworkers, but also make confident decisions based on my own knowledge of the topic. I learned you must sometimes fail to succeed, and that’s okay. On top of it all, I created strong professional relationships with the Glint team and will continue to seek their guidance for as long as I can.
My summer with Glint has allowed me to grow personally and gain new knowledge of the advertising industry. Although I already had passion for this career, this internship cultivated a new perspective for me and the things I can achieve as a business professional. Like a sixth-grader on the playground, Glint opened my eyes toward opportunities that I could capitalize on. I’ll spare you the comparison of the monkey bars to social media strategy, as they are both as fun as they are challenging. Even though I’m sad my time as a Glint intern is coming to an end, I’m eager to see where my career will take me.
Looking for an internship? Give us a call at 817-616-0320 or drop us a note at email@example.com and learn what it takes.
When it comes to advertising, one of the most common complaints customers have is that marketing campaigns and materials aren’t personal enough. The ultimate goal of marketing is to entice a customer to make a purchase or some other form of conversion. However, no customer wants to feel like they are being treated like a statistic rather than a human being, which can happen with poor marketing campaigns.
Even if we remove the emotional aspect, there is a potent argument for implementing a human element in marketing. Different demographics of potential customers all have different needs and concerns when it comes to what business they choose to patronize. Successful marketing shows that you are thinking of the people and also thinking about the issues. This approach adds a layer of authority to your product or service.
With all of this said, there are a lot of different elements that you can employ to build a personal connection. Perhaps one of the strongest, though, is using a person.
An employee profile or spotlight is a compelling piece of marketing that uses a single person’s accomplishments, personality, or background to help establish credibility for the business. However, there are some best practices you need to implement to use this effectively. Here are some that you need to consider.
Who Should Consider an Employee Spotlight for Marketing You’ve probably seen some examples of employee marketing, although chances are it’s not about a typical employee. Major companies use CEO branding in one way, shape, or form, whether it’s traditional marketing, like a commercial that tells the story of how their CEO got to their position, or a digital tactic, like using social media to share an article relevant to their audience.
Some companies even take this to the next level by writing an interview article with a CEO as a form of thought marketing. However, don’t make the mistake of thinking this is the only option you have out there.
Let’s start with the example of a medical group. The group may have several different doctors on board, with a clear business goal of serving as many patients as possible. However, if you were to flip things to the patient’s perspective, the goal becomes to find a practice with traits like:
Experience in the field;
A caring bedside manner;
An efficiently run office;
Compliance with all medical standards;
Coverage by their insurance.
In a way, the doctor (and their skills) is the product, which makes a medical group the perfect fit for an employee profile. By focusing on a specific doctor at the practice in their marketing and branding, the practice can take their experiences and accomplishments and co-brand it with the practice itself. In addition, marketing can answer some of the critical questions that any prospective patient might have, like how experienced the doctors are, and so on.
Medical groups are far from the only business models that benefit from this type of marketing. To illustrate this point, take a look at an advertisement for real estate in your area when you get a chance. The most prominent things you will see in the ads are the for-sale properties and the agents. Again, this is because consumers place a premium on trustworthy and skilled agents when deciding whom to partner with when selling their home or buying one. Other business fields also operate under the same principle, some of which include:
Wealth management firms;
In general, the profiled employee is someone prominent. However, there are other options here. For example, some companies in niches with bad press may want to project a positive image of themselves through marketing. By profiling an employee who may be lower on the chain of command, they have the chance to portray their company as a good place to work and buy from.
A company specializing in making furniture may share a profile of someone working in their factory, showing things like the fact they are well-paid, have a future with the company, and are happy with their job. Every employee has an impact on your company’s brand identity Crafting a spotlight lets you take control of it.
Crafting an Effective Employee Spotlight At this point, we can move on from the theory behind employee spotlights to the mechanics of creating one. There are four main steps that your marketing team will need to consider, and they are as follows.
Choosing a Purpose We’ve been talking about the different reasons why a company may opt to market themselves with an employee spotlight, but which of those reasons applies to your situation? For example, is your goal to grow credibility with your audience because you are new, or are you a larger company that wants to maintain a positive connection with long-time customers? Knowing this will affect the tone and format of your spotlight.
Choosing an Employee In some instances, like in law firms, selecting the employee to feature is a no-brainer. In other cases, though, you may need to choose from a pool of handpicked employees, and you want to select wisely.
While you can’t possibly forecast the future, ideally, you want someone committed to the company for the long haul and has an established social media presence they are willing to maintain. The reason for the latter is that if people see your marketing materials, want to look up the person, and have difficulty finding them, it can cast a negative image on the business.
Crafting a Narrative Creating a narrative is essentially the culmination of everything we’ve talked about until this point. What is the customer dilemma you are trying to solve? How does your product or service solve it? What are your company’s brand values?
The narrative is how you weave all this together in your advertising. Going back to our doctor example, you may provide a bulleted list showing how long the doctor has been practicing medicine, as well as a list of relevant awards. This approach instantly solves the customer’s concern of finding a doctor who is credible in their field.
Creating the Materials One final thing you need to decide on is the method you will use to present your employee spotlight. For example, a digital ad can be relatively inexpensive and may attract a decent amount of traffic, but communicating your narrative in a limited space may prove difficult unless you plan with this in mind.
Whether using traditional marketing like a commercial or radio ad or content marketing through an article or podcast, you want to know the formats your audience is likely to use to ensure your spotlight has the maximum relevant reach.
Getting Outside Help With Your Employee Spotlight By taking the time to use an employee or employees as part of your marketing campaign, it may be tempting to try and put other elements of said campaign in-house as well. For example, maybe you think that you can have someone in your company write up the copy or design the visual materials for your marketing as opposed to using outside help. On paper, some companies do this to save money, but that’s not always worth it. All the tips we mentioned that go into crafting a strong employee spotlight are best accomplished when working with a skilled set of marketing professionals. Depending on the size of your business, you may not have the expertise or means to reach that level with your existing staff. The good news is that you can still make this happen with the knowledge of a skilled marketing agency. Experience and knowledge is what makes Glint Advertising a perfect match for your marketing. We can help you create an employee profile that mirrors your business objectives while establishing a personal connection. Reach out to us for a strategy session today.
Snapchat, Inc, just released their IPO and people are going crazy over Snap stock. If you haven’t heard of Snapchat by now, then there’s a good chance you’ve been living under a rock. Snapchat is today’s most popular social media application among millennial’s. The app focuses on disposal content that you can share with friends between 1-to-10 seconds, or upload content to your ‘story’ that will stay active for 24 hours. Snapchat was initially created with the sole purpose of exchanging nude photos of one another, and though the app is still infamously known for that, Snapchat offers a way to capture raw moments in life. Most of the moments individuals now share with each other are strange objects, unique scenery, and of course, food. A popular phrase has even been coined, “if you didn’t Snap it, did it really happen?”
But what makes Snapchat so popular? Snapchat encourages sharing personal moments with close friends, despite not physically being with them. Snapchat is widely popular with millennials and centennials due to their love of sharing moments and experiences. Now, combine that attribute with the ability to share 10-seconds worth of content, appealing to the short attention that humanity has developed, is a recipe for success. Snapchat has managed to take all the positive aspects of each big-name social media platform. Further, they’ve incorporated them all into one social media application – photos, videos, filters, emojis, artistic doodles, and text without it permanently being stuck on the web. However, there’s still the option of screenshotting a snap, so think twice before you send that risky photo. Researchers have also found that the way individuals interact accounts for Snapchats success among its users. Interactions are not ‘transactional’ like a text message, or as impersonal as a status update on Facebook and Twitter, but rather more ‘conversational,’ and it has the ability to place users in the exact moment an event occurred.
With all of these amazing features intertwined within Snapchat, some may wonder how does the social media app make money. Snapchat has found an interesting way to disguise ads between Snaps, and stories. Individuals are likely to see ads when they shuffle between stories. However, these ads are not your typical 30-to-60 seconds long. They are shorter, much shorter. They can range anywhere from 5-to-10 seconds long, and the best part is that they can be skipped by users. Contrary to many people’s belief, millennials are less likely to pay for an application than any other generation.
Another reason why Snapchat has become so popular over the years is due to its relevancy. Twitter has an endless stream of tweets, and users often move on to another application before they get a chance to read a tweet from someone they care about. Meanwhile, Facebook feeds are either filled with people that you don’t often consider close friends or click-bait. Click-bait is a coined phrase that describes an interesting title, but redirects to an uninteresting page when clicked. The unfortunate case of Twitter and Facebook is that users spend a lot of time trying to find that small sliver of content that is relevant and interesting to the user. Snapchat is much different. Yes, there is a lot of content on Snapchat that is waiting to be found, but Snapchat allows you to follow, view and receive content from the people you care about. Snapchat even has a section called Discover which is news-like content, and even that section can be editable. Users can select which publications, new stations and TV channels they want to view.
The last reason why Snapchat has become so popular, and probably the most important, the application is just downright fun to use. Users can attach goofy stickers, funky lenses that add a mask, manipulate the structure of your face or add geofilter sliders that indicate which city or location you are in while Snapping. Even the Discover aspect of Snapchat, which is probably the least interesting part, is still more engaging than Twitter Moments – a similar news like attribute.
Team members of Glint regularly use Snapchat, so we decided to conduct an internal survey:
What is it about Snapchat that you like the most?
“I love Snapchat because it allows me to capture raw moments of life. Anyone can record an event and add effects to make it look more appealing, but with Snapchat, the moment itself is appealing; not the effects added to it. It’s authentic and unfiltered. I love using Instagram, but every photo and video I come across looks like a glossy imitation of reality.”
What don’t you like about Snapchat?
“I do not like how you can screenshot users content. I have had friends screenshot embarrassing photos I have sent before, and it would be great if Snapchat could remove that feature. Hint, hint, Snapchat.”
What do you use Snapchat for?
“Initially, I used Snap to send photos and videos, but as Snapchat evolved, so has the way I use it. I now use Snapchat as my preferred method of communication. I use it to for text messages and phone calls. The best part is that the app allows me to add a personal touch to my message specifically tailored for whomever I’m sending a message to.”
Would you ever stop using Snapchat?
“The first step to recovery is acceptance, and I accept that I’m addicted to Snapchat, but I can only see myself stop on the off chance that my friends stop using it. There would be no reason for me use an application if my only form of interaction was viewing other people’s stories. I like sending and receiving content from friends.”
There’s no doubt that Snapchat will become a household name like Facebook, Twitter and Instagram. It’s interesting to note that Facebook saw the potential of Snapchat just after a year of its creation. Facebook offered Snapchat $3 billion dollars to buy it out, but to many people’s surprise, Snapchat declined the offer. Facebook bought Instagram for $1 billion dollars in 2012, and Facebook has made Instagram the number one photo sharing application in the world. Facebook may have had a different plan for Snapchat, but no one is complaining about the potential fate of Snapchat under Facebook control. If you haven’t used Snapchat yet, we encourage you to experiment with your friends, and if we have one recommendation it would be this: if you’re not willing to risk that Snap being screenshotted then don’t send it.
An orange background, a large, white, slightly diagonal line with a curve at the end, and three short words created one of the most iconic logos to date. This brand has a strong following, spurred many to action and has driven product interest and sales, but is this art or science? Whether advertising is considered art is one of the longest running debates in the advertising industry. Articles date back decades dissecting, analyzing and discussing whether advertising is art, and now the debate is even more robust as the evolution of data collection and analytical tools has led to an even more rigorous and disciplined approach to advertising. Many influential people in the advertising world have weighed in, lending their opinion to the discussion.
The debate over advertising being considered art started in the earliest stages of advertising history. Advertising guru, William Bernbach once stated, “Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.” Not surprisingly, Bernbach’s statement seems to be a controversial one. About half of the advertising industry believes that being able to persuade someone is a special gift not available to just anyone, while the other half believe persuasion is a trick that is teachable. This argument for advertising as an art form relies on the notion that an advertisement must be compelling enough to motivate a consumer to purchase a product or service.
In support of advertising as science, many advertising professionals point out that advertising creation and development is driven by specific brand and product goals, not purely from creative vision. Not having complete creative freedom on the advertising design coupled with the requirement to deliver brand and product goals limits creativity and expression thus making advertising more of a science. One of the newer arguments on the side of science is about evolving capabilities in tracking and analytics through just about every step of the advertising process. The wealth of data, tracking, and analytics influencing the creativity and development of advertising further drives the perception and belief that advertising is science. A true artist has a vision or a statement to make unencumbered with spreadsheets, consumer panels, and Nielson ratings. Barring the price for their artwork, artists don’t track the performance of their art by analyzing consumer feedback, measuring viewer impact or evaluating viewer actions. As the famous writer, Stephen Leacock once said “Advertising: the science of arresting the human intelligence long enough to get money from it.”
While persuasion and message control are two of the bigger concepts or themes in the art or science debate, a couple of other interesting thoughts have emerged.
Supporters of advertising as art rightfully point out how old advertising is a common home decorating trend. Many ads from the 40s, 50s, and 60s get incorporated into home décor much like a piece of art. Even though a client pays for advertising, art is none-the-less created. Another argument on the side of art centers on the placement of ads in museums. If advertising is not art, then why do ads appear in such a prominent museum as the Smithsonian’s National Museum of American History? This museum is the leading source of displays depicting American culture, and most everyone in the field agrees that advertising belongs there. Additionally, other art museums will occasionally have special exhibits featuring advertising through the years; but rarely will science museums display advertising whether influential or not.
One of the additional arguments supporting advertising as science revolves around advertising as a business enterprise. The purpose of advertising is to sell a product or service and make a profit. This basic premise constitutes a business transaction between agency and client, and between agency and client and consumer. While artists certainly sell their artwork and may even be commissioned for a project, it is the multi-level relationship between client, agency, and consumer with the sole intent of the agency creating ads for the client to earn money, and progressively more money over time, that constitutes advertising as science. In conjunction with this business relationship, evolving tracking and analytical capabilities used to drive ever more efficient advertising connotes a science-based approach. Creating and utilizing tracking and analytics pollutes the organic process that is true art.
The debate over advertising as art or science is almost as old as the field itself. New developments and new data and analytic capabilities only add additional fuel to the debate. Both art and science supporters have an abundance of reasons and rationale for their claim. For many, though, the best advertising is a combination that leverages the best of both approaches; the guidance of science – data, analytics, goals, and a keen eye on profitability; combined with the creativity, inspiration and engagement of impactful art. There are a lot of opinions out there, what’s yours? Do you think advertising is art? Science? Or, is it a little bit of both?
If you have questions about branding and how your business can build and sustain a true competitive advantage, reach out to Glint at www.glintadv.com or give us a call at 817-616-0320. From large-scale real estate developments to hospitals, retail stores, credit unions and more, Glint has been helping clients define, refine and hone their brand strategy and imagery for over 16 years.
Do you feel like your digital interactions are on lock down, and the world of social media is moving on without you? Do you get a little pit in your stomach thinking about how your business can successfully navigate the ever-changing and seemingly colossal landscape of social media?
Maybe you’ve been thinking about starting a social media program or maybe you have a program that just isn’t producing the results you’re wanting. Either way, the high level of engagement from viewers and their reliance on social media make it a valuable and potentially powerful tool in the overall marketing and branding toolkit for almost any business. Very few marketing programs can engage consumers and establish two-way conversations to garner direct customer input and feedback like a well-executed social media program.
For more information about how you can break out of social stagnation and how your business can benefit from a cohesive social media program click on over to our Social Media Strategy page. If you feel it’s time to take the next steps toward creating a world-class social media program, Glint has the key to social media freedom and we can get you up and running quickly. Fill out the contact form below, or for more immediate and personal service call us today at (817) 616-0320. From large scale real estate developments, to hospitals, retail stores and credit unions, Glint has been helping clients define, refine and hone their brand strategy and imagery for over 16 years.