Direct Marketing…it’s everywhere!

I’m in Week 7 of Direct Marketing and for the past seven weeks, I have paid more attention to my “junk” mail than I ever thought possible. Pieces that I would have typically thrown away, I’m reading word for word, and I’m thankful for it (I’m sure the senders are, too!).

At work, I had a hand in a big direct mail piece we sent promoting Camp Invention, so the class truly coincided with a project for work which increased my appreciation for the IMC Program.

I’m also a big fan of Celebrity Apprentice, which premiered this past weekend. If you’ve seen the show before, you know that the premise features celebrities participating in fundraising and/or direct selling tasks. This weekend’s episode was quite interesting and filled with business strategies and marketing. 

Before entering the Direct Marketing virtual classroom, I didn’t think I knew much about the subject. Turns out, everywhere I look, whether it be my mailbox, my to-do list at work, or one of my favorite reality shows, direct marketing is everywhere!

Feedback and Evaluation

I’ve worked for West Virginia University Printing Services for almost ten years and last year was the first time I’ve ever participated in an employee evaluation. Based on my co-workers reactions you’d have thought they were conducting inquisitions.

I was in the minority as I was actually looking forward to an evaluation after nine years on the job. I wanted to know how I was doing. I actually wanted to receive feedback on what I was doing right and what I needed to improve upon. I know the biggest difference between myself and some of my co-workers is that I want to improve while they’re just happy to be “left alone” to “do their jobs”. I appreciate constructive criticism, especially as it relates to my IMC coursework.

One of the most frustrating things I experienced during my undergrad years was to receive grades on classwork without any explanation of what I did well and what I needed to work on. I’m currently taking IMC 616 Direct Marketing and the feedback in this course, as well as my previous five classes, has been invaluable for understanding, evaluating and improving my work. So I wonder, if I find feedback useful for improving my work wouldn’t my professors appreciate some feedback in order to improve theirs?

At the end of each course every IMC student is provided with the means to provide feedback regarding the course they are currently taking. These evaluations give the IMC staff and professors the information they need to adapt, modify and improve the educational experience for future students. Sadly, many students do not take the time to complete these evaluations.

Do yourself, your professor and future IMC students a favor by completing the course evaluations at the end of this nine weeks as well as your future classes. Your honest evaluation will be greatly appreciated.

If you are a current or former IMC student do/did you complete the course evaluations for your IMC classes? If not, why?

Inspiring Times for Design and Communications

“The internet, at this time in history, is the greatest client assignment of all time. It’s offering you a blank check and asking you to come up with something fascinating and useful that it can embrace en masse, to the benefit of everyone” (Koczon, 2012)

Design and Communications are the tools of the modern day farmer. We have the potential to plant seeds of prosperity, impact, and progress or the seeds of complacency, distraction, and destruction.

We are enabled as communicators and powered by design to deliver good. The internet is a platform and not the panacea that some make it out to be. One aspect of the digital landscape that is garnering immense attention is the proliferation of apps.

Take Instagram: it’s one of the most popular services on the “web” and the entire experience is controlled not by some HTML pages, but rather by an iPhone app. Twitter and Facebook are just as popular—if not more so—via native apps for various platforms (iOS, Android, Mac, Windows, etc.) than they are on the browser-based web. As “web designers,” we have to start realizing that our job is no longer solely to produce sites, apps, and pages built in HTML, CSS, and JavaScript. We have to expand our definition of what the “web” is. More and more, the “web” is not a platform. It’s a service with clients on many platforms. Wired Magazine called it the “death” of the web. I call it an evolution. (Croft, 2011)

“Clients on many platforms” sure sounds like integrated marketing communications.

Those who specialize in bringing orchestration to chaos in customer touch points will enhance experiences and drive meaningful interactions. We as consumers make this a difficult task with our constant motion and desire for that which is fresh, creative, and inspiring.

We can call it the “spring” semester if you’d like…

It’s ironic that we’re in the Spring semester, yet, where I live in Ohio just got pounded with 4+ inches of snow this past weekend. The snow allowed me to prepare for Week 3 a little earlier than usual and do some well-deserved relaxing. I’m currently in my last core class, Direct Marketing, and have experienced some of the best discussion board posts I’ve seen since starting the program in May 2010! It is fun to be in a class where a large majority of the names are ones I’ve seen at least once before in a previous course.

The fact that we’re in the Spring semester also has me looking forward to actual spring season which will (hopefully) be here before we know it.

Behind all that snow are my favorite outdoor tennis courts. In just a few months, the snow will be gone and I'll be able to enjoy them once again!

When the weather is bad, are you encouraged or discouraged to get a jump ahead on your schoolwork?

The last assignment

It was a nice feeling this week to ignore the fact that IMC classes have started up again…because I’m done! Yes, I finished the Campaigns class at approximately 4:52 a.m. on Christmas Eve and received word yesterday that my diploma is in the mail. As good as that feels, I’ve had one last assignment hanging over my head and it’s one that I gave to myself: a promise to follow-up to my July blog post about mobile marketing. I’m well aware that I’m the only person in the world who remembered that I was supposed to do this, but what can I say? I’m a man of my word. Here goes:

from CNET

The march towards mobile continues unabated. The number of smartphone users has increased more than 8 percent since my last post, with 1.5 million new devices activated every day during December and almost 7 million more on Christmas Day. I think it’s safe to say that well over 100 million people in the US now have smartphones. So, what does this mean for marketers?

Back in July, one of my commenters pointed out that mobile has raised consumer expectations for convenience and simplicity. I agreed with her at the time and do so even more now. My experience in IMC 629 – Mobile Marketing convinced me that this is the case and my beliefs have been reinforced now that I’m working as a contractor for a start-up that actually makes mobile survey and audience response software. Consumers take for granted that online services will appear in a mobile-friendly format — either in an app or a mobile browser — and will quickly abandon your service if it doesn’t function as promised.

Another reader commented that marketers must put their best put forward (my words) and provide an effective, condensed version of their brand and/or messaging for the mobile audience. This is an area where I believe that we still have a ways to go as IMC practitioners. QR codes seem to be everywhere, for example, even though less than 10 percent of consumers are scanning them.

But, I was so busy finishing up the IMC program this holiday season that I probably missed some good mobile campaigns (I started my Christmas shopping on the afternoon of Dec. 24). Please leave a comment if you’ve come across a mobile campaign or marketing app that caught your attention in the past few months.

With that, I can now say that I’ve fully completed everything I set out to do in the IMC program. Phew! I am looking forward to staying on as a blogger and student ambassador for a few more months, though, so I’ll see you all back here again soon.

Cutting Edge of Communications

First, a little about me. Now this is not something that comes easy. As a new media connoisseur, talking about myself lies within the realm of shameless promotion but here goes nothing. I believe it’s a hidden rule somewhere to avoid using “I” when engaging in the development of audience centered content. But please humor me while I break all the rules or at least a few.

I recently was invited to become a WVU IMC Blog Ambassador which I am truly excited about. It’s an opportunity for me to practice my content writing skills and share my experience in what is a cutting edge program at West Virginia. (By the way…wasn’t that an awesome bowl game blowout!)

I recently graduated from the University of Phoenix with a Bachelor’s in Communication and am working on starting my own strategic brand consulting agency (HUB 81) aimed at helping clients share their story with the world through IMC. This program gives me the tools and validation to take such an entrepreneurial leap. Being able to attend a school on the East Coast while residing in California is cutting edge in itself but let’s talk about the real reason I’ve reached this point in my professional and educational endeavors.

Consumer touch points are fragmented. Individuals and organizations are tasked with the unique challenge of communicating with people in a variety of settings from mobile phones and printed materials to broadcast radio and digital websites. Everyone has a story to tell. The difficult aspect of communications is choosing the correct channel through which to share your story. The medium might be the message but these days it can be difficult to decide on the best form of audience interaction.

This is exactly why my participation in the WVU IMC program has been so rewarding, insightful, and engaging. With five classes under my belt, filling the shoes of a communications specialist in today’s new media arena doesn’t seem so farfetched. It feels good knowing that course-by-course (or even DQ by DQ) we are building a strong marketing and communications toolkit powerful enough to handle the challenges of the field.

Consumers are constantly on the run but thanks to the knowledge of the core principles of IMC it’s not so hard to keep up.

Many of today’s businesses are playing catch up as they strive to become acclimated with the new school of marketing and communications. Fortunately for IMC students, we are several steps ahead!

Doesn’t it feel great to be at the forefront and cutting edge of communications?

Yes, indeed.

Best and worst B2B holiday emails

Floods of end of year emails are pouring into the inboxes. For the consumer market they are generally filled with deals, promotions, free shipping, discount etc. Things are different on the B2B side as people are wrapping up the end of year details as they head out for the holiday break. As I have watched all the emails coming through to me, I noticed a few clever ones that caught my attention so I thought I would share the list of best and worst B2B holiday greetings. Can you add to the list?

Best at standing out:

• Holiday traditions you love to loathe
• What Santa knows about marketing and you should too
• Ooops! The elves have been at it again (“the elves have been tinkering with our mailing system and accidentally sent you a test message. We apologize for their bad behavior and take theopportunity to wish you Happy Holidays”)
• A story I wanted to share (followed by acompelling personal story that showed the personal side)
• Penguins are cool – Happy Holidays (compared solution to penguins)

Worst – blending in with the masses

• Happy holidays from [insert numerous company names here]
• Holiday wishes from [insert numerous company names here]
• Seasons greetings from [insert numerous company names here]
• Happy holidays and hours of operation
• Happy holidays and end of the yeat news

At a time when every company is sending out similar messages, it pays to use a little creativity if you want your message to be read. 

Hope that Santa was good to you this year! See you in 2012 for the Spring IMC term.

The Future’s So Bright

In a few short weeks we’ll be celebrating the coming of a New Year as we say farewell to 2011 and welcome 2012 with open arms. The new year brings much excitement as we anticipate the future that lays ahead of us and the possibility and promise the coming year brings.

I am looking forward to the start of 2012 because I will be stepping back into my IMC studies full-swing after taking the 2010-2011 academic year as well as the Late Fall session off. I am so appreciative of the flexibility of the IMC program and the ability to work my graduate studies around the ebb and flow of a busy family life and work schedule.

As I look ahead I am anxious to dive into Direct Marketing (IMC 616) for my Early Spring class and Marketing Research & Analysis (IMC 611) for Late Spring. I am also looking forward to seeing old friends and making new ones during Integrate 2012 this coming June but what really excites me goes beyond the coming new year.

Lately I have been very encouraged as I look beyond the next year and a half of research, discussion posts and late night writing sessions. I am looking forward to the day I will walk across the platform, receive my degree and realize the possibilities that await me. This past year I’ve gotten to see several of my friends graduate from the IMC program and begin new careers as a result of earning their degrees. It is proof-positive that the hard work, dedication and sacrifice pay off in the end. Although it may not feel like it when deadlines are looming and I’m burning the midnight oil to complete an assignment it is true what they say, “it is always darkest before the dawn”. I just have to keep reminding myself that the future is bright.

With much anticipation for a Healthy and Prosperous 2012 and beyond I wish you and yours a very Happy Holiday Season!

Now where did I put those sunglasses?

Snow, schoolwork & the submit button!

I’m not sure what’s more exciting, that it’s Week 9 or that Christmas is a few short days away! I have a 4-day work week this week so I’m planning to piece together my final paper for Brand Equity Management on Friday, push that submit button we’ve all grown to love, and have a stress free holiday!

In Early Spring I’ll be taking Direct Marketing (my final core class) and Cause Marketing during Late Spring. Cause Marketing will be especially relevant for me as I recently started a new position at a non-profit.

In Northeast Ohio, we received a dusting of snow this past weekend. Here’s a picture of my deck after the snow:

So far, we’ve had a warm December…let’s hope that trend continues all winter long!

Graduating, the IMC way!

President Clements

Wow. What a chaotic couple of months I have had, but will be a time I will never forget. As with Barry, I have been extremely busy working on my final project and am hoping that I do very well on it! It is very time consuming but worth every minute to be able to show potential employers on interviews what I have accomplished. But I can take a little bit to catch you all up on what has been going on in my life! Yes, Stephen and I moved into our new home and are still coping with the stress of putting our home together. Yes, I am still looking for a job in the Baltimore area because of our move. And yes, I did get to walk in the December convocation ceremony for West Virginia University!

Me at graduation

When I arrived at the ceremony, I found a group of girls that were waiting to get in line and they welcomed me with open arms. Since I had not met anyone there before, it was a little nerve-racking when I got there. These girls were truly amazing and they made this experience for me. From one being in my current capstone class and us talking about our final projects, to another sharing stories about her life and the similar interest that she has with me, and another who used her iPhone to let me be a part of something really special I must say that it was an afternoon that will always have a place in my heart and I will always think of my graduate school graduation as an experience that most people will never get to have.

Thank you IMC for one of the best experiences that I have had in my life over the past 2 years.

Not only am I proud to be a Mountaineer, but I am proud to be a WVU IMC graduate.

Until next time,

Ains