Event Wrap-Up: Lunch & Learn, Dec. 3, 2015

December 7, 2015/in Event Wrap-Ups /by Jenny Kontos

Last Thursday, George Collins, of The Magnavox Historical Preservation Association and curator of the current exhibit at Reece Museum entitled “Magnificent Magnavox,” spoke to us about the history of the Magnavox brand and its connection to Northeast Tennessee. If you were unable to attend the event, here are just a few of the interesting facts Mr. Collins shared with us about the Magnavox brand, as well as some snapshots from the exhibit (there’s still time to catch the exhibit, which runs until Dec. 15, 2015):

Magnavox is Latin for “great voice.”
At its peak, Magnavox was the fifth largest employer in Tennessee, employing over 500 people in the Greeneville manufacturing operations alone.
During WWII, Magnavox launched an ad campaign featuring artwork. They made this artwork available for purchase to consumers, believing there should be music and culture in every home. In order to receive the artwork, you simply clip the order form out of the ad, send it in, and then Magnavox would send you a copy of the artwork.
In the 1950s, movie stars’ contracts prevented them from being on television. However, Magnavox’s lawyers discovered the contracts did not prevent them from being in ads for televisions. The company used celebrities in their print ads and also featured them on the televisions pictured in the ads.
In the 1960s Magnavox began utilizing product placement with a portable TV on Gilligan’s Island.
In the 1970s:
- Magnavox introduced Odyssey, the first home video gaming system in the country. (introduced in 1972)
- Frank Sinatra became a spokesperson and released a limited edition Magnavox record.
- Hank Aaron also became a spokesperson.

Interested in learning more about Magnavox?
If you’d like to learn more about the history of Magnavox, visit www.magnavoxhistory.com. Follow The Magnavox Historical Preservation Association on Facebook for up to date information and photos from the “Magnificent Magnavox” exhibit.

Odyssey, the first home video gaming system in the country.

Storytelling with Clay Prewitt of The Tombras Group

Event Wrap-Up: Lunch & Learn, Sept. 17, 2015

December 7, 2015/in Event Wrap-Ups /by Jenny Kontos

Earlier in the fall we welcomed Clay Prewitt to AAFNETN. As Associate Creative Director at the Tombras Group, Clay has scripted and produced award-winning spots. Raised on stories at his grandfather’s knee, Clay’s now a master storyteller himself, sometimes through songs and sometimes through slogans, sometimes in many words and sometimes in very few, but always with the ability to connect people through the experiences and emotions of the stories he tells.

As attendees filled the room and gathered around Clay, it felt more like he was the one welcoming us. He broke the ice with his guitar and a cover of John Prine’s “That’s the Way the World Goes ‘Round”. Then we were treated to several humorous stories from his childhood. Stories first told to Clay by his grandfather. Clay poetically described how his grandfather used his wit, quick thinking and verbal rhythm to tell a successful story.

“Granddad used crescendos and pregnant pauses; he knew when to talk and when to say nothing at all.”

So how does storytelling relate to advertising?

Every new campaign is the opportunity to tell a story. When telling your stories, take a cue from Granddad:

Put yourself in the shoes of the consumer. (Granddad always put himself into the story.)
If you don’t believe it, no one else will. Your job is to convince the consumer to believe what you say.
It ain’t for everybody. If you’re going to take a chance to reach the right people, you’re also taking a chance that you’re going to offend others. Some people will like it, and some won’t appreciate it at all.
Know when to shut up. Resist the urge to add more – edit yourself. Sometimes you have to let silence do the talking, like the pregnant pauses Granddad used so well. Sometimes you don’t have to say anything at all to tell a story. Clay recalled the ‘Shopping Cart’ spot from Volkswagen’s ‘Driver’s Wanted’ campaign which did just that. He credits it as the first spot to attract his attention to advertising as a method for telling stories.
Don’t take yourself too seriously. To illustrate this example, Clay shared a story. Granddad wore a Member’s Only jacket – apparently long after the trend had passed. When Clay asked why, his grandfather responded, “That’s what was in style the last time I cared.”

The moral of the story?

No matter what aspect of marketing or advertising we’re in, stories matter. From the creative brief to the creative pitch, from the drawing board to the board room, it’s stories that connect, persuade, and influence people. Good stories accomplish great things, and whatever our job titles may be, in reality, we’re all aspiring storytellers.

Exploring the History of the Magnavox Brand

November 20, 2015/in Past Events /by Jenny Kontos

Thursday, Dec. 3
11:30 a.m – 1:00 p.m.
Reece Museum at ETSU
363 Stout Drive
Johnson City, TN 37614 [map]

RSVP with AAF progam chair Hali McCurdy (hali@aafnetn.com).

Free for members, $15 for students, and $25 for non-members.

We encourage you to arrive prior to 11:30 a.m. to explore the exhibit and hear the sounds of a
Magnavox stereo.

Use this link to secure a visitor parking permit for the ETSU campus.

See and Hear Magnificent Magnavox.
George Collins, of The Magnavox Historical Preservation Association and curator of the current exhibit at Reece Museum entitled “Magnificent Magnavox,” will speak about the history of the Magnavox brand and its connection to Northeast Tennessee.

The exhibit, the largest mounted by The Magnavox Historical Preservation Association, features many radios, record players, and televisions from their collection. It tells the story of the products and people which made Magnavox a success in post-war America and particularly in East Tennessee.

The presentation and exhibit will highlight the styles, design, and craftsmanship that made Magnavox one of the premier manufacturers in the country. The units reflect the changing life style and consumer taste from the 1940s through the 1990s. The exhibit shows the roots of Magnavox, which developed the first loudspeaker or “sound reproducer.” Featured is the first-ever single-dial radio made by Magnavox in 1924 in Oakland, California. Also on display, Magnavox’s first television produced in 1948, the cabinet of which was made in Greeneville. The exhibit also features the complete “Spirit of ’76” Collection produced during the American Bicentennial.

George Collins headshot

George Collins is a native of Rainelle, WV. He received his BA in History/Education from West Virginia Wesleyan College and his MA in History Museum Studies from the Cooperstown Graduate Program/State University of New York.

He retired in June 2010 as Director of Museum Program and Studies at Tusculum College, having over 40 years of experience in a variety of roles in museums.

Four years ago, he helped establish the Magnavox Heritage Preservation Association, for which he is the curator. Since that time, he has collected the largest public collection of Magnavox radios, record players, and television technology, written articles, developed a web site, done numerous presentations, and curated three exhibits – including the current exhibit at ETSU’s Reece Museum entitled “Magnificent Magnavox.”

He and his wife Amy, who is the Director of the Archives of Appalachia at East Tennessee State University, live in Tusculum, TN.

Headshots & Happy Hour

October 8, 2015/in Past Events /by Jenny Kontos

Tuesday, October 27
5:30-7:30 pm
Uncorked
316 Broad St #102
Kingsport, TN 37660 [map]

RSVP with AAF progam chair Hali McCurdy (hali@aafnetn.com).

Free for members, $10 for non-members. Entry includes one glass of wine or house drink and appetizers.

Mix, sip, mingle, take a headshot.

Come join the American Advertising Federation (AAF), Public Relations Society of America (PRSA), and American Fundraising Professionals (AFP) for happy hour at Uncorked. Find out what’s so great about the local chapters of these national organizations and how you can get involved.

We’ll have a professional photographer onsite taking headshots so dress your best from the shoulders up!

Storytelling

September 14, 2015/in Past Events /by Jenny Kontos

Thursday, September 17, 2015 11:30am – 1:00pm Lamar Advertising Tri-Cities [map] 2020 Gateway Park Court Kingsport, TN 37663

Free for members, $25 for non-members and $15 for students. RSVP with progam chair Hali McCurdy (hali@aafnetn.com). Lunch will be provided.

“Put one word after another until you are done. It’s that easy, and that hard.” –Neil Gaiman No matter what aspect of marketing or advertising we’re in, stories matter. From the creative brief to the creative pitch, from the drawing board to the board room, it’s stories that connect, persuade, and influence people. Good stories accomplish great things, and whatever our job titles may be, in reality, we’re all aspiring storytellers. Award-winning copywriter and songwriter Clay Prewitt will share a story about stories – why they matter, where he’s found them, how he learned to tell them, and where we might find ours. Raised on stories at his grandfather’s knee, he’s now a master storyteller himself, sometimes through songs and sometimes through slogans, sometimes in many words and sometimes in very few, but always with the ability to connect people through the experiences and emotions of the stories he tells. This is a luncheon you won’t want to miss.

As Associate Creative Director at the Tombras Group, Clay has scripted and produced award-winning spots and is now interested in helping brands “make friends” with potential customers, clients, and/or constituents. His specialties include branding, big ideas, and storytelling. Look for Clay Sept. 18–20 on stage during the Bristol Rhythm and Roots Reunion music festival!

Leveraging Digital Data

July 24, 2015/in Past Events /by Jenny Kontos

Thursday, August 13, 2015
11:30am – 1:00pm
Natural History Museum Annex (Gray Fossil Site) [map]

Free for members, $25 for non-members and $15 for students.

RSVP with progam chair Hali McCurdy (hali@aafnetn.com) if you plan to attend as a member or non-member.

Lunch will be provided.

The Digital Analytics Landscape at the American Cancer Society:
A Non Profit Story of Leveraging Digital Data to Improve Marketing Strategy & Develop Actionable Insight

The American Cancer Society leverages digital analytics on a daily basis to make valuable optimization decisions and to inform digital marketing strategy. Ashleigh will discuss some of the most important metrics her team measures and how the society uses this data to impact positive change.

With nearly 10 years of digital marketing and analytics experience, Ashleigh Bunn has developed and deployed digital marketing strategies for a variety of clients from diverse verticals. Her passion and enthusiasm for her field has also afforded her the opportunity to share successful strategies, training enterprise level teams for digital marketing and analytics success. She is currently channeling this passion as an adjunct professor for ETSU’s Masters of Digital Marketing Program.

As the director of digital analytics for the American Cancer Society, she maintains the integrity of digital data for the world’s largest voluntary health organization. Earlier this year, her Analytics team was awarded the Google Analytics Summit, Award of Excellence for their innovative work identifying diverse user segments of cancer.org to improve marketing strategies and enhance user experience of the site.

10 Ways Millennials & Gen Z are Changing the Game

July 10, 2015/in Past Events /by Jenny Kontos

Thursday, July 16th
11:30 am – 1:00 pm
Eastman’s Toy F Reid Center, Rm. 219 (map)
+ Barberitos Taco Bar!

This event is free to AAF Northeast Tennessee members,
$25 for Non-Members and $15 for Students.

To register for this event, email Hali McCurdy.

Cultural paradigms are shifting, traditional marketing models aren’t working, and new rules for building great brands are being written. These changes are rooted in the lifestyles, behaviors and needs of the nation’s youngest consumers and families.

Tyree’s talk will challenge you to consider topics like:

What will happen when your target no longer consumes traditional media
How wearables will impact your business
What the evolution of visual communications means for advertising
How companies can meet the needs of a growing me-centric, entrepreneurial culture

This must-see presentation blends case studies, trend data and professional expertise to reveal the secrets of winning in business today and in the coming years.

About Wynne Tyree

Wynne Tyree is the founder and president of Smarty Pants^®, a youth-centric market research and strategic consulting firm. She is a leading authority on the lifestyles and consumer behaviors of kids, teens and families around the globe, and a gifted brand builder and business woman.

Tyree began her marketing career on New York’s highly-competitive Madison Avenue, where she helped bring strategic planning to Young & Rubicam and Grey Global Group. In 2004, she created Smarty Pants^® and has grown the company from a laptop and a phone line to a $20MM consultancy that conducts online and in-person research for corporate giants like LEGO, Target, Nickelodeon, Netflix, Hasbro, Kellogg’s, Microsoft, Dick’s Sporting Goods, McDonald’s and Disney.

Tyree regularly speaks at events and conferences and is a guest lecturer at Boston College, Syracuse University and ETSU. She is a contributor to Advertising Age, Kidscreen, Brandweek, Forbes and the Los Angeles Times, and her research has been profiled on ABC’s World News Tonight and in several books.

A native of Kingsport, Tyree is a magna cum laude graduate of Syracuse University with a master’s degree from Temple University. She now resides in Johnson City with her husband and three children.

Jobs-To-Be-Done Theory & Marketing with Brant DeBow of BiTE Interactive

June 8, 2015/in Past Events /by Christian Schmid

June 18th, 2015

11:30am – 1:00pm

Eastman’s Toy F Reid Center (map)

Free for members, $25 for non-members and $10 for students.

You must RSVP with club president Christian Schmid (christian@aafnetn.com) if you plan to attend as a member or non-member

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What Is Jobs-To-Be-Done Theory?

I start with the person I most associate with this notion, Clayton Christensen, author of The Innovator’s Dilemma. From this 2006 article on HBS Working Knowledge (http://hbswk.hbs.edu/item/5170.h…

With few exceptions, every job people need or want to do has a social, a functional, and an emotional dimension. If marketers understand each of these dimensions, then they can design a product that’s precisely targeted to the job. In other words, the job, not the customer, is the fundamental unit of analysis for a marketer who hopes to develop products that customers will buy.

The usage/consumption of a product has a tangible, features orientation of course. That’s the easiest way to think about why people buy your product.

But the “job-to-be-done” approach goes beyond that. It plumbs the deeper motivations surrounding use of your product. Understand that, and you can design products that attach themselves more closely to satisfying customers’ needs.

How do we apply this theory to Marketing?

As marketers we’re used to thinking in a series of attributes. Customers fit certain demographic profiles. Product are trumpeted for their new formula or how they taste better. But customers don’t buy products because of an abstract series of attributes; they buy them to solve a specific job. Jobs-To-Be-Done theory helps us determine how to create or position a product by looking at what job a customer might hire it to do.

In this talk, Brant will give an overview of JTBD theory, explain how to determine a Job-to-be-Done, and teach you how marketing can be positioned around the Job instead of product attributes.

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Brant_color Brant DeBow is a writer on themobilesurge.com, a featured blogger on Wired, and has been quoted in the Wall Street Journal, Mashable, and Software Development Times. A thought leader in the mobile space, his 15+ years of technology and UX experience helps clients build the right solutions for their customers’ problems. Responsible for developing clients’ technical visions, Brant monitors and assesses new technologies that offer clients a competitive advantage in mobile. Brant goes beyond technical expertise uniquely delivering in-depth UX and business solutions for Fortune 1000 brands. As Chief Technology Officer and co-founder of BiTE interactive, he is involved in all aspects of mobile app development, from initial strategy and concept through development, QA and release.

Using Paper as a Design Element with Mac Paper & Neenah Paper

May 19, 2015/in Past Events /by Christian Schmid

Tuesday, May 26th 2015
11:30am – 1:00pm
Eastman Toy F. Reid Employee Center
Barberitos Taco Bar!

About the Event:

Please join AAF NETN, Mac Paper’s Blakeley Worley, and Neenah Paper’s Barry Clough to discover how to effectively use paper as a design element in your printed marketing materials. From manufacturing to sustainability to visual aesthetics, paper can be complicated, but its importance is undeniable.

This event will inspire your creativity and help you understand how paper can add value to your design and be an integral piece of the design process. Plus they’re bringing lots of samples!

Free for members, $25 for non-members and $10 for students.

** Please RSVP with Christian (christian@aafnetn.com) if you plan to attend as a member or non-member **

About the Speakers:

Blakeley Worley is the Sales Representative for Mac Papers in Northeast Tennessee and Southwest Virginia. She has been with Mac Papers for 8 years, starting out in Specification Sales calling on designers, agencies and end-users, and the latter part working more in depth with printers, wide-format and sign shops, end-users and non-traditional accounts. However, with a passion for printing and an eye for design, paper specification remains rooted deep within. Blakeley has a Bachelor of Science degree in Graphic Arts and Imaging Technology from Appalachian State University and spent her first few years out of college working for a commercial offset printer in Raleigh, North Carolina. Blakeley will be presenting how paper affects design and print. From manufacturing to sustainability to visual aesthetics, paper is a complicated entity and is often overlooked in the design process. Understanding how paper can add value to your design is the first step, and utilizing the knowledge is next. Mac Papers is the largest supplier of paper and print, packaging, facilities supplies and office products in the South East. For more information, please visit www.macpapers.com.

Barry Clough is a Corporate Accounts Manager at Neenah Paper based out of Charlotte, North Carolina. He has been with Neenah Paper for 19 years and in paper for 25 years. He currently maintains a sales territory in North & South Carolina as well as Northeastern Tennessee. He also works with a lot of Neenah Paper’s large Corporate End Use customers helping develop customized corporate paper programs. Prior to paper, Barry served in account service in the agency business for the former Long, Haymes and Carr (now the Mullen Agency)out of Winston-Salem, NC. Barry has a passion for unique paper and its use in design and print in today’s market. Barry plans to discuss various paper alternatives and how they affect both design and print. From manufacturing to sustainability to visual aesthetics, paper is a complex media that is often overlooked in the design process. Understanding how paper can add value to design as well as the tools available for specification can be invaluable for your next job.

2015 Student Portfolio Review

April 7, 2015/in Past Events /by Christian Schmid

Join us for one of our favorite annual events!

Thursday, April 23rd
5:30 – 7:30pm
DoubleTree Hotel in Johnson City

Welcome the next generation of advertising pros by reviewing local students’ portfolios and resumés. Refreshments will be served.

This event is free for members and non-members. Please RSVP with Christian Schmid (christian@aafnetn.com) if you would like to participate.