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

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 ( 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 (…

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_colorBrant DeBow is a writer on, 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


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 ( if you plan to attend as a member or non-member **



About the Speakers:


BlakeleyWorley 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


image006 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

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 ( if you would like to participate.



Thank you for coming!

Now enjoy these images taken at the event



Don’t Just Make the Logo Bigger! With Karl Sakas

What: Monthly luncheon keynote for AAF NETN

When: Thursday, April 2, 2015 from 11:30am-1:00pm (keynote from 12-1pm)

Where: Toy F Reid Center, Eastman, Kingsport, TN

Cost: Free for AAF NETN members, $25 for non-members


About the Event:

Everyone wants to help good advertising clients, whether you work at a marketing agency or in media, do freelance work, or help internal marketing “clients” at your company. As horror-story sites like “Clients from Hell” illustrate, it’s a tough world out there for marketing professionals… but it doesn’t have to be that way!

Marketing agency business expert Karl Sakas from Sakas & Company will show AAF NETN members and guests how to find the right clients, how to get clients to pay you for more of your work, and how to say “no” to clients without burning bridges.

This luncheon event includes a hands-on Q&A with Karl to answer your real-life questions about how to handle difficult client situations. Thanks to AAF NETN, you’ll go back to the office with plenty of concrete ideas to make your job easier.


About Karl:

Karl Sakas is on a mission to help digital marketing agency owners create the agency they always wanted. He’s been doing client service since he was 15 years old, when he started a web design and business consulting firm while in high school in the D.C. area.

A fourth generation business owner, Karl’s led the business operations team at two different digital marketing agencies, and has 18+ years of consulting experience. He’s known for helping his clients maximize productivity, improve business operations, and achieve their agency’s potential.

Karl has written three books about managing marketing agencies, including “The Agency Fast Track” series. As the president of Sakas & Company in Raleigh, NC, he provides agency consulting, business coaching, and operations training for digital marketing agencies on 5 continents. Outside of work, Karl serves as VP of Programming for Triangle AMA and volunteers as a bartender on a 1930s railroad car.

If you’d like to make more money without working more hours or increasing your agency’s client count, get a free copy of Don’t Just Make the Logo Bigger: Taking Clients from Painful to Profitable when you sign up for Karl’s email newsletter at


Global Presence in a Small World

The AAF of Northeast Tennessee is proud to co-sponsor this amazing opportunity with the ETSU Department of Mass Communications.

The Coca-Cola Company has 17 one billion dollar brands in the portfolio. Those brands range from Coca-Cola, Sprite, Diet Coke, Coke Zero, Simply, DASANI, Fanta, vitaminwater to Aquarius, del Valle and Georgia. Most of the billion dollar brands have household familiarity, but some are unique to regions across the globe.

So what does it take to
build a Billion Dollar Brand?

Kristin will talk about the opportunities to market some of the best brands in the world in the global marketplace. She will outline how Coca-Cola approaches building brands and connecting with consumers, regardless of where they reside.

Tuesday, February 24th From 11:30 pm – 1:00 pm
ETSU Culp Center Dining Room Room [MAP]


About Kristin Bitter

Kristin has been privileged to work in the Coca-Cola system for over 11 years. She has held roles in Marketing, Promotions, Customer Management and now manages the business to business efforts for The Coca-Cola Company which includes, advertising, public relations, trade shows and the b2b website

Kristin has spent several years in the agency world, most recently at Ogilvy and Mather Atlanta, and earlier in her career at McCracken Brooks Minneapolis. She has worked in Fortune 50 companies (Coca-Cola and Frito Lay Inc.) as well as small, family-run businesses including her own start-up companies. Kristin’s diverse background gives her a unique point of view which allows her to relate to many business situations and clients/customers.

Kristin is originally from Minnesota, but after 19 years, she calls Atlanta her home. She gets to East TN often and enjoys spending time in the great Smoky Mountains at her rental condo in Pigeon Forge.

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

To register for this event, email

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Drop Off Party: 2015 American Advertising Awards of Northeast Tennessee

Join us at Beef O Brady’s for our annual AAAs drop off party! Bring your entries and get fired up with your peeps as we close out the entry process and get to judging your creative.

Wednesday, January 14

5:30pm – 7:00pm

Beef O Brady’s in Boones Creek

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Local advertisers, agencies, suppliers and the American Advertising Federation of Northeast Tennessee (AAF-NETN) are preparing for their industry’s biggest event – its largest advertising competition – the American Advertising Awards.


AAF-NETN announces its call for entries to be submitted by professionals and students from across the Tri-Cities region for its local awards event, to be held February 21, 2015, at Old South in Downtown Johnson City. The annual event brings in judges from outside the district to critique the region’s best work and honor industry teams in more than 70 categories. Award-winning work advances to the district competition, where creative work has a chance to advance to the national competition.


“The awards gala is the biggest night of the year for our local chapter,” says Samara Litvack, AAF-NETN board member. “We are moving the event to a new location, giving it a bit of a new look and feel. We’ll have live music at this year’s gala and we’re changing up a couple other things to showcase how the industry has evolved over the last several years.”


The event’s theme – “Not Your Daddy’s Addys” – will capitalize on current trends and buzzwords, such as hashtags and selfies, while paying homage to the roots of the advertising industry and the awards banquet. Deadline for entries will be January 13 at 5:00 p.m. via online submission located at the American Advertising Awards website. Participants are also invited to attend the submission drop off party on January 14 from 6-8 p.m. at Beef O’Brady’s in Boones Creek.


New to this year’s competition, AAF-NETN is introducing a few “local-only categories” providing an opportunity to shine the spotlight on “the one that got away,” as well as vendors from the printing and finishing industries. New categories have also been created for various creative team types – agency, in-house, and freelance. For details on the new categories or how to submit creative work, visit


WJHL Invites Students Pursuing Degrees in Broadcast Television or Digital Media to Apply for Media General’s Minority Scholarship and Training Program by January 30, 2015

JOHNSON CITY, TN, JANUARY 2, 2015 – WJHL News Channel 11 announced that Media General, Inc. (“Media General”; NYSE:MEG), one of the nation’s largest multimedia companies, is now accepting applications for its Minority Scholarship and Training Program until January 30, 2015. The Company will award two scholarships/internships to commence in Summer 2015: one for a qualified college sophomore or junior student focused on a career in broadcast television, and one for a qualified college sophomore or junior student focused on a career in digital media.

Each student will receive either a one-year or two-year scholarship for up to ten thousand dollars ($10,000) per year, which can be used toward tuition, fees, books, and room and board. In addition, Media General will provide each student with hands-on training through a paid internship program at one of its television stations or digital businesses around the country. The Minority Scholarship recipients will be assigned full-time positions at Media General upon graduation and successful completion of the training program.

Applications will be accepted until January 30, 2015. The application and criteria for Media General’s Minority Scholarship and Training Program can be accessed via the Company’s website,

Media General’s Minority Scholarship and Training Program is an integral part of the Company’s strategy to strengthen its talent base and deepen connections within its local communities by building on the cultural diversity of its workforce.


WJHL-TV, News Channel 11, is a CBS-affiliated television station licensed to Johnson City, Tennessee, USA. WJHL-TV is owned by Richmond, Virginia-based Media General and is the CBS Television Network affiliate for the Tri-Cities area of northeastern Tennessee and southwestern Virginia. The station has studios on East Main Street in downtown Johnson City, and its transmitter is located on Holston Mountain.

A Roundtable Lunch with Elliott Earls

A Roundtable Lunch with Elliott Earls

Friday, October 24th
From 12:00 pm – 1:00 pm
The Reece Museum at ETSU (Map)

Join us for lunch and a roundtable discussion with Elliott Earls on “The Mechanics of Hybrid Design Practice (The Space Between Design and Contemporary Art)”.

His work as a designer and artist has been exhibited widely and is represented in major collections, including those of the Cooper-Hewitt, Smithsonian National Design Museum, scheduled to open this December in New York; the Wolfsonian at Florida International University, Miami Beach; and the Miami Art Museum.

This event is free and sponsored by AAF Northeast Tennessee, ETSU Graphic Design Collective & The FL3TCH3R Exhibit.

About Elliott Earls


Elliott Earls is a performance artist, musician, and designer, and is designer in residence and head of the Graduate Graphic Design Department at Cranbrook Academy of Art. His experimentation with nonlinear digital video, spoken word poetry, music composition, and design has been seen in venues as diverse as The Walker Art Center in Minneapolis and the “Exit” Theater Festival at Maison des Arts de Créteil in France. As a performance artist, Earls was awarded an emerging artist grant by Manhattan’s Wooster Group. In 1999 he was a featured performer at the Wooster Group’s Performing Garage. Earls spent September 2000-May 2001 as an artist in residence at Fabrica, Benetton’s research center in Treviso, Italy.

As a typographer, his original type design is distributed worldwide by Emigre Inc. Some of Earls’s poster designs are part of the permanent collection of the Cooper-Hewitt National Design Museum, Smithsonian Institution and he has bronze busts in the Wasserman Collection. Earls’s multi-media piece entitled “Eye Sling Shot Lions” is part of the Cooper-Hewitt Museum’s research file. In 2001, Earls was a finalist for the Chrysler National Design Award in New Media. In January 2006, Earls performed his latest performance piece “Bull and Wounded Horse” at Music Hall Detroit with his band The Venomous Sons of Jonah. Earls has lectured extensively at American universities, and has given workshops on design, culture, and new media in Europe and America.


To register for this event, email


You’re also invited…

to Earl’s presentation from 4-5 PM on Thursday October 23rd and The FL3TCH3R Exhibit awarding reception from 5-7 PM – all at the Reece Museum!  

AAF After Hours

Bring a friend!

AAF After Hours is Thursday, June 26th
From 5:30 – 7:30pm at Carrabba’s Italian Grill

We’ll have appetizers ready for you to socialize and network as we induct our new board for the coming year.

Please RSVP with Christian Schmid ( if you plan to attend.

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National 2014 American Advertising Awards Winners Announced

BOCA RATON, Fla. ­– A social media campaign full of six-second home improvement tips from Lowe’s earned Best of Show honors for BBDO New York in the 2014 American Advertising Awards national competition.

Lynette Rios of the San Diego Portfolio Studio took home the Student Best of Show for a print campaign for Mini Maglite.

The awards were given at a gala event that closed the American Advertising Federation’s ADMERICA! national conference here Saturday (May 31).

BBDO’s campaign for Lowe’s harnessed the power of Vine, an online network for sharing videos no more than six seconds in length. The agency created a series of simple home improvement and decorating tips expressed in six-second videos shot mostly in stop-motion.

Rios’ ads featured tiny figures – George Washington on a quarter, a mouse and toy army men ­– shielding their eyes from the bright light of the Mini Maglite.

The work was judged the best out of more than 1,500 national finalists in the three-level competition. More than 40,000 entries were judged in more than 150 local competitions around the country. Seventy-five professional entries earned Gold ADDY Awards and 159 earned Silver. Student entrants earned 20 Gold and 39 Silver ADDYs.

A complete list of winners and images of the entries are available at