If you plan to enter the American Advertising Awards, it’s never too early to prepare. Stefanie Brown, who has won many American Advertising Awards and judged competitions across the US, graciously lead the discussion on how to be successful with your entries.
Why should you enter?
- Build your resume and portfolio
- Gain experience entering awards shows: documenting your entries, preparing the work for judging, and building the skills necessary to choose work that’s worth entering from work that’s not
- If you win then your work is displayed to professionals in your entire market. Expect to get approached the night of the event for internship or job opportunities.
- Build your resume and personal portfolio
- Show off your self-promotion or public service work that came with fewer client restrictions
- Add to your shelf of awards
- Don’t think that your clients don’t care about awards. They do.
- Reassure potential clients and new hires that you have the skills
- Public recognition of your employees’ hard work: Submitting employee work lets them know you think what they are doing is awesome and award-worthy.
- People outside the industry get to experience the rising stars and trends in advertising
- Create opportunities for new business ventures
How to Stand Out
- Don’t skimp on the production of your entry materials. Plain printer paper won’t cut it.
- Choose only your best work.
- Spend time creating high-quality supporting documentation.
- Keep in mind the entries may be judged digitally only.
- Enter your best work into as many categories as possible, breaking up the individual elements of the creative wherever you can.
- Judges who see your work more than once in several categories become familiar with it and will continue giving it high marks whenever it’s seen.
- Use this opportunity to show your creative thinking and enter non-traditional pieces like Christmas cards or responses to RFPs.
- Context helps! This is why the additional information section is there. Provide judges with background, point out functionality, show what things looked like before, provide a case study video. Be creative.
- Example: Wingstop submission video. http://winners.
- Judging is subjective. Each judge brings with them their own experiences, expertise, and biases.
- Winning is cyclical. Winners can dominate for years until another set of creatives come along and bump them out.
- Recycle your best ideas. Reuse or build upon your previous wins. There’s a new crop of judges each year who won’t remember or care what you entered previously.
We will have the portal to enter the 2019 American Advertising Awards open very soon. We will announce the call for entries and the theme for this year’s awards shortly. Stay tuned!
Rachel Cain explained how the GDPR (General Data Protection Regulation) effects advertisers in the US who want to market to citizens of the EU. She walked us through how her team at Eastman prepared for GDPR, how they created systems to comply with the new regulations, and the challenges they overcame.
GDPR makes the case that data privacy is a human right. Companies who have personal data are compelled under this new law to handle private data carefully and create systems that keep that data private.
You can read more about the specifics in Rachel’s presentation, available here as a PDF:
Thank you so much to Ntara and Andy Didyk for leading our April lunch. Andy’s session communicated what makes a website accessible, why that’s important, and how accessibility is becoming so commonplace, it will soon be the norm in website design.
Organizations now have a corporate social responsibility to create and sustain an accessible digital brand experience, yet many are lagging behind. But in 2015, 70% of websites did not meet basic accessibility standards. Furthermore,
- 22.9 million Americans are blind or visually impaired.
- At least 7.6 million Americans with a hearing impairment are active online.
- In the next 30 years, the number of consumers who are blind or visually impaired will double.
See a full video and transcript of his presentation on the Ntara blog: Accessibility First is the New Mobile First
His full presentation is available for download on Slideshare.
Want to connect with Andy? Check out his profile on LinkedIn.
We want to extend a big “Thank You!” to Cindy Hagemann for leading this event. Take a look at her tips for optimizing your LinkedIn profile.
Tip: Turn off your notifications to your connections: Profile photo icon at top of profile page = Settings & Privacy = Privacy = Sharing Profile Edits (change to NO)
Tip: Create 5 -10 key words to use in your profile for SEO that can include: skills; industry-related terms; education; training; certifications; computer platforms; etc.
New for LinkedIn in 2017
- LinkedIn is now using a combination of human editors and new algorithms
- You will see more content and fewer status updates (Tip: Sort news feed to Recent vs. Top to see more content)
- Your homepage feed now suggests organic, sponsored, and native advertising content that they YOU users might be interested in reading
- The feed will also help users follow trending stories … similar to Facebook
- Header/Cover Photo – 1584 wide by 396 high or 1000 x 425 pixels
- Profile Photo – 400 x 400 pixels
Headline Includes: Name, Title (High SEO) -120 characters max, Location, Education (Tip: Put all of this in manually instead of allowing it to populate as you complete the sections)
Summary (Key Words)
- 2,000 characters max
- Tell your professional story
- 2,000 characters max
- Use key words
- 2-3 paragraphs
- Write it in Word, format with bullets (if you want), run spell/grammar check, then copy/paste in to LinkedIn
- Summary Section is not completely visible to your Connections without opening it up by clicking on it – Tip: make your first two sentences interesting enough to “click”
- Analytics available right on your page with a Dashboard that is private to you
- Follow your Activity and the Activity of your Connections
- Customize URL – make it your name
- Email – add
- Phone (optional) – add when looking for a job or use company phone after you have a job or cell, if comfortable doing so
Experience (Key Words)
- Title – 100 characters max
- Company – link to the company’s LinkedIn page for logo to display
- Description – add what you do at the company using 1,000 characters max
Skills & Endorsements (Key Words)
- Up to 50 key words can be used
- High SEO for the skill that are endorsed by your connections
- Move important skills to the top of your list
- Endorse connections for their skills
Publishing Interface (Bloggers apply here)
- Writers with original content have a wonderful opportunity to post their content LinkedIn with one click.
- Analytics are available for each post to the writer
- SEO for the LinkedIn Publishing platform
- Types of Groups: Alumni, Industry related, networking, job searching
- Search for Groups to join
- Join up to 50 Groups
- Share articles, events, promotions in Groups
- In addition to the usual analytics that we are used to Who Viewed Your Profile or Users Who Liked Your Post – LinkedIn now provides more analytics about how other users interact with the content you share.
- Now, users can see not only who likes their content, but which companies they come from and what roles they’re in.
- Also, suggests articles that I might want to share with my connections for more engagement.
Now when using the Search Bar – users have can choose:
- Search – All
- Search – People
- Search – Jobs
- Search – Content
- Search – Companies
- Search – Groups
- Search – Schools
These search options allow the users to narrow down their search field or to be a broader search by using the All option.
Connect with Cindy on LinkedIn: www.linkedin.com/in/cindyhagemann
Need any LinkedIn Assistance? Cindy Hagemann email@example.com Cell: 252-455-0298
Morgan led AAF NETN through a stripped-down, layperson’s version of what can quickly become a data-heavy quagmire. As with most sectors of the marketing world, digital research and data capabilities are turning the car-buying process on its head.
In research done by Cox Automotive, only 17 out of 4,002 respondents indicated that they were satisfied with the current process for buying a car. Time spent at the dealership was one of the biggest pain points in the process, with satisfaction declining sharply after shoppers had spent more than 90 minutes at a dealership. To add to the misery, nearly 50% of the time spent at the dealership is spent on the most unpleasant parts of the process: financing and paperwork.
So is the answer online car shopping? Cox found that even in the brave new world of 2017, only 21% of respondents were ready for click-to-buy car shopping. But, 87% said they were willing to move some part of the process online.
Morgan highlighted three companies that Cox serves who are taking a different approach:
- Tesla: The process for buying Elon Musk’s electric automobiles is very different. Tesla’s model is direct-to-consumer, eschewing dealerships for ‘experiential stores’ in the vein of Apple stores. Customers can get hands-on experience with the car at these stores and, with Tesla’s fixed pricing model, know exactly what they’ll pay.
- CarVana: With car vending machines—yes, you read that correctly—in Atlanta, Houston, and Nashville, Carvana takes shopping for used cars fully online. Customers pick out their car online, finance and sign papers online, and can choose to have their car delivered or visit one of the vending machines, and watch their new car come down the lift.
- Tred: Tred found a niche in the peer-to-peer car buying space. From their base in the Pacific Northwest, Tred is taking out the middle men (aka: dealerships) and easing the pain of buying and selling your car your way.
Cox also estimates that by 2034, the balance of miles driven by individual car owners versus miles driven by fleet cars will shift in favor of fleet cars. More autonomy means more efficient routes, more cost-effective ride-share models, and fewer people owning their own cars!
The future of the car buying process is evolving to eliminate the worst parts of the process, put power back in the hands of individual consumers, and use the burgeoning tech of autonomous vehicles to get us where we need to go.
Our thanks to Morgan Richards and Cox Automotive for sharing this fantastic presentation with us!
Whether you see advertising as a marketing tool, a creative art form, a real fun way to make a living or some combination of all these, the American Advertising Federation Northeast Tennessee (AAF NETN) is here for you! Serving the Tri-Cities and surrounding areas.
P.O. Box 5978
Johnson City, TN 37602