a snapshot on modern advertising
TRANSCRIPT
A Snapshot On Modern Advertising˙© 2015 . All Rights Reserved, Big Block Studios, Inc. . 407-929-8918 . [email protected] . @justicemitchell - Twitter/Skype
I’ve been working in advertising and integrated marketing for over 20 years. I am the proud father of a seven-year-old daughter named “Sydney.” I feel I am as much a student of what I do as I am an educator. I am a part-time blogger. I believe an essential part of advertising is being constantly humbled by people better than you. I was bullied as a kid. I have far more people in my social graph that I don’t know then I do know. I believe mentoring is as important a part of your career as being paid for it. The Punisher is my favorite comic book hero. I used to like “art house” cinema but now detest the people that go to them and find them to be douche bags. I have four cats. I’m a part-time photograper. I’m a full-time overly sensitive worrywart. My first job when I got to Orlando was working for Subway sandwiches as a “sandwich artist.” I am a recovering alcoholic. I am a keynote speaker. I am obsessed with trends, things that are perceived as cool and cultural shifts. I have ADHD. I am a Florida native but prefer to be known as raised in Colorado. I am a creative director by trade, however I often fall back into studio design due to control issues. I like digital advertising more than traditional advertising. I’m never satisfied with any creative execution. Next year I will have had a personal brand for half of my career. I enjoy learning from people and educating them. I have been married for over 13 years. I have an affinity for the following brands: Apple, Acura and Costa sunglasses. I’m constantly in a state of FOMO. I love mobile applications. This entire paragraph was written with a “speech to text application.” I am obsessed with technology. I’m a season ticket holder to the Orlando City Soccer Club. I prefer charcoal over gas. I think in advertising it is just as important to have personal rapport with your client as great creative. I am obsessed with logos and iconography. I love to fish. I love package design, especially wine labels. Both my mother and my father went to Ringling School of Art and Design. I did not set out to have a career in advertising. My mind never stops running. I like fashion, but I do not wear fashionable clothes. I am a raging extrovert. I’m afraid of sharks. I have a black cat that pees a lot. I spy on my neighbors. I am always working to be a better listener. I believe much as and Frank did that people are basically good at heart.
Hi.
BIGBLOCKSTUDIOS COM
Previous Lovers
Modern Advertising Careers: Perception vs. Reality
Meeting #1
Global Agencies PerceptionBIG CITY SEXY CLIENTS AWARDS
Global Agencies RealityHUGE STAFF LONG HOURS REPLACEABLE
Mid-Level Agencies PerceptionCLIENT DIVERSITY CREATIVE PROJECTS ADVANCEMENT
Mid-Level Agencies RealityONE OR TWO CLIENTS LONG HOURS REPLACEABLE
Small Agencies PerceptionCONTRIBUTION VERSATILITY RECOGNIZED
Small Agencies RealityMANY HATS LONG HOURS TIME MANAGEMENT
In-House Marketing PerceptionFOCUS CHANGE GROW
In-House Marketing RealityFIX, FIX, FIX MAINTAIN RINSE & REPEAT OR … YOU’RE THE 1ST!
HUNT, KILL & BILL.
DATA & OPTIMIZATION
STRATEGY
CONTENT
INBOUND
CAMPAIGNS
CREATIVE
INNOVATION
CREATION
DEPLOY
BIG BLOCKSTUDIOSCLIENT ONE CONTACT = ZERO CONFUSION
Macro (Virtual) Agency
Macro (Virtual) Agency PerceptionIDEA BUILDERS DIVERSE PROJECTS GREAT VENDORS
Macro (Virtual) Agency RealityYOU = CONTACT JUGGLE VENDORS HUNT, KILL & BILL THE BID NAZI
Freelancer PerceptionYOU’RE THE BOSS INTERESTING WORK FLEXIBILITY
Freelancer RealityCLIENTS RULE ON CALL 24/7 HUNT KILL BILL & PRAY.
Periodic Table of Work
Meeting #2
The New Landscape
PAID: MEDIA
EARNED: MEDIA
SOCIAL
OWNED: MEDAI / IP
ACTIONABLE NTELLIGENCE
ADVERTISING Online TraditionalEndorsementsProgrammaticIn-&-Out Bound
CONTENT UGCCreatedCuratedLocation-BasedRanks & ReviewsIRT StreamingAutomated
INFLUENCER CelebritiesThought-leadersRecruitersRetainers
PARTNERSHIPS Co-BrandingWhite LabelingIn-Content
INTELLIGENCE TestingPollingPersonaDemo/PsychographicsMonitoringOptimizationBehaviors
PROPERTIES Content: Blogs
WebsitesData & Lists
Mobile/TabletApplications
ProductEmailCode
Servicess
CHANNELS Facebook
TwitterYouTubeLinkedIn
InstagramStreaming
etc.
COMMUNITY Crowd-sourcing
SubscribersForumsGroupsBoards
ChatsMessaging
AFFILIATES Partnerships
AmbassadorsOutreach Programs
Celebrity
CONTENT
B2C
B2B
B2E
B2G
EDUConsumer Business
C2C
C2B
commoditization
R
NBD
Creating Key Differentiators
Meeting #3
Personal Branding BuildBLOG PORTFOLIO THOUGHT LEADER SOCIAL
Educate & Experiment LearnREAD & FOLLOW ONLINE EDU COMMUNITIES TEST APPS ASK QUESTIONS
Network ConnectFOLLOW SUBSCRIBE MEET N’ GREET SEEK MENTORSHIP PARTICIPATE ASK
TouchEMAIL RESPOND FOLLOW-UP CONGRATULATE
Maintenance
WatchCLIENTS COMPETITORS CLIENT INDUSTRY ECONOMY
Monitor & Listen
Plan AheadUPDATE REPUTATION KEEP CURRENT OPENINGS CLOSINGS RUMORS
Preparation
Modern Advertising
Meeting #4
Traditional
Traditional
Television Outdoor TransportationPrint / Newspaper /
Magazines DM PR Radio
Trade Phone Display Postal Endorsement In-Content Guerrilla
Inbound
Inbound
Websites / Landing Pages Email / Direct Outreach Press Releases Communities Education News / Media
Influencers SEO / SEM / Search Mobile / Wearable Optimization Native / In-Content Media Programmatic
Data
Data
Surveys Campaign/Media Testing Closed Groups IP Programs R&Rs Demo / Persona Media Follow-Up
Prototyping Analysis Lifecycle Monitoring / Reporting Calendars Approval Systems Feedback
Content
Content
Messaging Guerrilla Swag RT Video RT Graphics Webinars Polling
Apps IRT Chats / Blabs Streaming / Casting Live Activation/Tours Street Teams UGC Webisodic
Coming Soon.
…There Will Still Be Meetings
Experiential
Emersive
Emotionally Driven
Fear Good Political Correctness Change Sex Anti – Humor What if? Family Shame Confusion Help Rumor Loss Opinion Charity
Cats. Lots of fucking cats.
Q/A
Twitter / Skype / Instagram: justicemitchell
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˙© 2015 . All Rights Reserved, Big Block Studios, Inc. . 407-929-8918
JusticeMitchell.com BigBlockStudios.com