RTV 453Creatively connecting

All cell phones and technology

off and put away

except as approved by signed form

Project

Who is your Target Audience (in standard age breaks)?

How will you get them to find your work?

What will you do week to week that keeps them coming back and continuing to think of you?

NOT people you know...

Google is a verb How important is Yahoo!, Bing, etc. How vulnerable is Google? Easy to find a lot of information

– Research suggests abou 85% of potential employers google you

– As many as half eliminated candidates based on the results

Who Are You? Personal branding:

– describes: What’s special and unique about you?

– Why are you not a commodity? This must come out immediately when people google you.

– Your Personal Brand is who you are. – Your personal brand will help attract the

right people, organizations & opportunities, AND repel those that are inappropriate for you.

What should be public?

Personality Professional Information Family Information Most Things ‘Public Image’? / Spin?

What should NOT be public?

Religion Sex Politics Nudity Illegal Behavior Immoral Behavior Anything Not Acceptable in Public

When does publicly posted information go away?

Nothing online every really goes away, even if you think you deleted it.

The Internet Wayback Machine Google cache contain copies of deleted information.

Think about your project...

Do you want to:– Become an expert and thought leader in your

field?– Get more and better clients?– Position yourself for advancement– Network with others in your field and increase

your circle of influence?– Engage your marketplace and peers?– Sell more products and services? (make money)

Social publishing

Our posted content is our social publishing

We then try to use social media to connect with the audience

‘Lost in the clutter among millions’

Internet Presence is... Effective Web site Social networking sites: LinkedIn / Facebook Ebooks and whitepapers you've authored Blogs -- search engines love them Any press you receive from mainstream media (it's all

essentially online) Books reviews on Amazon and Barnes & Noble on

books in your professional area Advertising, for example media buys, Adwords

Marketing, and other PPC Email and email lists Online video, on your Web site(s), via Web casts,

and video sharing sites like YouTube SEO ... And much more

Ways to establish your brand

LinkedIn (search engines, speaker) Facebook Comments on targeted blogs

– Find blogs, Technorati (‘spam’ issue) Online book reviews Mainstream media Write and publish articles Your web site, your blog Create a lens (site?)

Squidoo

A lens is one person's view on a topic that matters to him/her. It's an easy-to-build, single web page that can point to blogs, favorite links, RSS feeds, Flickr photos, Google maps, your eBay auctions, CafePress designs, Amazon books or music, much more.

And what else?

Create and distribute podcasts Write ebooks Viral video Twitter Google Alerts What else? And what else is next?

Dealing with Digital Dirt

What is it?

How do you control it?

Respond or not...

Back to the Sales side...

Creative advertising Types of radio and TV spots Copy platform Target audience and appeals Positioning and Branding Business examples: Kmart, fast food,

chain restaurants, soft drinks, pain relievers, coffee shops ...

Mindshare Think of effective ads

– Make a list List favorite brands Think of product categories

– Hotels, restaurants, clothing stores, grocery stores, beers, soft drinks...

Think of business’ sales goals Think of who their target audience is Think of how you appeal to them

How to be creative?

Collect information: Copy platform– Client– Objective– Target Audience– Sales Theme– Bonus Items– Positioning– Approach

Target Audience

Age Breaks Life Cycles Rational and Emotional appeals Persuasion Motivation Top of Mind, loyalty Word of mouth

Approach TV: VO, chromakey, studio, EFP Radio: voice, VO music, jingle, donut Straight copy Instututional / soft sell Hard sell Spokesperson

– Sponsor speaks, testimonial, endorsement

Humorous

Clichés and crapmasters

How can you be creative? ‘Begin Again’ at Lufkin Memorial

Hospital Adspeak and clichés -- this week only,

the best (--- ) in Texas, you don’t want to miss it, Hurry supplies are limited, don’t forget, stop in soon, conveniently located at (---), super savings ...

Creative ‘formula’?

Gather Information Visualize a satisfied customer Evaluate what made them happy with

the product Stress those rational and/or emotional

elements in the spot

Spot structure ‘formula’ Attention

– SFX? Unique voice? Certain words? Interest

– Of the target audience Desire

– appeals Action

– How many times to mention client?– List a phone number or address?

What do you want? Attention, recall, action -- ‘sales’ What insurance company has Flo, the

Gecko? Who is associated with State Farm?

Allstate? Nationwide? Which of these make you want to get

car insurance from them?

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