Everyone loves guerrilla marketing tactics. They're outrageous, unexpected, creative and ridiculously successful at generating a buzz for your product. They cost little money and are a thousand times more effective at capturing the attention of consumers over standard advertising. I have had the opportunity to help generate stunts for student organizations that I'm involved in on campus and can attest first hand at how effective they are at generating interest (and have helped grow the membership base of my theatre organization immensely).
While coming up with creative ideas for our next big stunt for an upcoming event, I came across a great post from Mashable with 11 great guerilla marketing videos. Some of the videos included were Nike, Ikea, Absolut, UNICEF and Volkswagon. All of the videos were great, however my personal favorites were Ikea and UNICEF (who wouldn't love to relax at a posh bus stop?) The most important part about any stunt is that its memorable and is consistent with the branding of the product or mission. It has to be purpose driven and it needs to provide results. Guerrilla marketing can be an incredibly powerful tool when used appropriately.
Be sure to check out all of the great videos here.
What was your favorite video? What are your thoughts on the use of guerrilla marketing to promote your client?
Let us know!
Wednesday, March 30, 2011
Tuesday, March 29, 2011
Resume Mistakes to Avoid
I received an email from the Wall Street Journal with the subject line "The Ten Worst Things to Put on Your Resume." The email linked to an article with this title, which explained that 28% of executives say the resume is where most job seekers make mistakes. Here is a list of the ten mistakes the article advises job seekers to avoid:
1. Unnecessary Details About Your Life: The only personal details that should be included in your resume are your full name and contact information, including email, phone number and address.
2. Your Work Responsibilities as a Lifeguard When You Were 16: Work history should be limited to professional experiences you have had in the past 10 to 15 years.
3. A Headshot: Unless you are a model or an actor, your resume should not include a picture. Employers cannot discriminate based on appearance, so including a picture could put them in an awkward position.
4. Salary Expectations: These should be kept out of the application process unless an employer specifically asks. If an employer does ask, you should give them a range.
5. Lies: Always represent yourself as accurately as possible, including an accurate timeline of your work history.
6. Things That Were Once Labeled "Confidential": Don't use inside information from previous jobs to pad your resume. The prospective employer will know that you can't be trusted with sensitive information and your current or former employer may find out, which could result in dismissal or a lawsuit.
7. If You Were Fired From a Job -- and What You Were Fired For: Your resume should present you in a positive light, so you should not include this information. However, if a prospective employer asks your reasons for leaving a job you should be straightforward.
8. Overly Verbose Statements: Your resume should sell you, but not overstate the importance of your job responsibilities.
9. "References Available Upon Request" and Your Objective: You don't need to state that your references are available upon request, but you should have them lined up for when an employer asks for them. The objective statement is not necessary unless you are a recent graduate or changing careers.
10. TMI: Including too much information on your resume will burden the resume reader and may result in your resume not being read.
To read more about these common mistakes, click here.
1. Unnecessary Details About Your Life: The only personal details that should be included in your resume are your full name and contact information, including email, phone number and address.
2. Your Work Responsibilities as a Lifeguard When You Were 16: Work history should be limited to professional experiences you have had in the past 10 to 15 years.
3. A Headshot: Unless you are a model or an actor, your resume should not include a picture. Employers cannot discriminate based on appearance, so including a picture could put them in an awkward position.
4. Salary Expectations: These should be kept out of the application process unless an employer specifically asks. If an employer does ask, you should give them a range.
5. Lies: Always represent yourself as accurately as possible, including an accurate timeline of your work history.
6. Things That Were Once Labeled "Confidential": Don't use inside information from previous jobs to pad your resume. The prospective employer will know that you can't be trusted with sensitive information and your current or former employer may find out, which could result in dismissal or a lawsuit.
7. If You Were Fired From a Job -- and What You Were Fired For: Your resume should present you in a positive light, so you should not include this information. However, if a prospective employer asks your reasons for leaving a job you should be straightforward.
8. Overly Verbose Statements: Your resume should sell you, but not overstate the importance of your job responsibilities.
9. "References Available Upon Request" and Your Objective: You don't need to state that your references are available upon request, but you should have them lined up for when an employer asks for them. The objective statement is not necessary unless you are a recent graduate or changing careers.
10. TMI: Including too much information on your resume will burden the resume reader and may result in your resume not being read.
To read more about these common mistakes, click here.
Monday, March 28, 2011
Disclose!
The Federal Trade Commission has been cracking down on companies that are not forthcoming about paying for their endorsements. In 2009, the FTC adopted guidelines "making clear that many of the rules that apply to advertising and testimonials in the print world are still going to carry weight in the sometimes confusing and chaotic world of blogs and other new media," Joe Mullin explains in an article for paidcontent.org.
Recently, Legacy Learning Systems was fined $250,000 for commissioning positive reviews of its educational DVD designed to teach audiences how to play the guitar. The company and its affiliate marketers failed, however, to disclose that the company had sponsored the praise for its product.
This situation raises an important point for PR practitioners: we are in a unique position--and have a personal responsibility--to make sure our companies and clients are disclosing information properly.
Says PRSA board member Marisa Vallbona in an article on prdaily.com:
"'Tell--don't ask--the blogger to disclose the fact [that the review is sponsored] in his or her review. Otherwise you're asking the review to be considered fake and putting your and your client's reputation at stake.'"
Recently, Legacy Learning Systems was fined $250,000 for commissioning positive reviews of its educational DVD designed to teach audiences how to play the guitar. The company and its affiliate marketers failed, however, to disclose that the company had sponsored the praise for its product.
This situation raises an important point for PR practitioners: we are in a unique position--and have a personal responsibility--to make sure our companies and clients are disclosing information properly.
Says PRSA board member Marisa Vallbona in an article on prdaily.com:
"'Tell--don't ask--the blogger to disclose the fact [that the review is sponsored] in his or her review. Otherwise you're asking the review to be considered fake and putting your and your client's reputation at stake.'"
Sunday, March 27, 2011
Japan’s Nuclear Power Plant Heroes Don’t Need Robots
The Tokyo Electric Power Company workers continue to put their lives in jeopardy in an effort to prevent a meltdown at the Fukushima Daiichi Nuclear Power Plant. There’s no question these selfless workers are heroes. But what is questionable, is why a country that is so technologically advanced would not have their power plants equipped with robots that exist to handle such crises.
The answer lies in part within the Japanese worker culture itself. The Japanese culture values selflessness, modesty and doing what is best for the whole of the group. In addition, despite being such a profound leader in technology, Japan still chooses to rely on humans for tasks that many other parts of the world have reduced human intervention to a minimum, such as operating elevators and warning motorists of road construction.
Other factors believed to be keeping robots out of many plants in Japan and around the world are budget constraints and denial that such serious situations are perhaps beyond human control.
The decision so far to not utilize robots and other automated technologies could create an image problem for TEPCO and Japan itself, especially if people do not properly understand the culture of the Japanese and their work ethic. It is imperative to understand cultural contexts and implications, especially when evaluating strategies and making decisions.
Do you think Japan should be using robots and other automated technologies as part of their solution when the hazards their workers are subjected to could prove fatal – even if this would undermine their cultural beliefs?
This guest blog was written by PRowl Public Relations staff member Trish Wyatt.
The answer lies in part within the Japanese worker culture itself. The Japanese culture values selflessness, modesty and doing what is best for the whole of the group. In addition, despite being such a profound leader in technology, Japan still chooses to rely on humans for tasks that many other parts of the world have reduced human intervention to a minimum, such as operating elevators and warning motorists of road construction.
Other factors believed to be keeping robots out of many plants in Japan and around the world are budget constraints and denial that such serious situations are perhaps beyond human control.
The decision so far to not utilize robots and other automated technologies could create an image problem for TEPCO and Japan itself, especially if people do not properly understand the culture of the Japanese and their work ethic. It is imperative to understand cultural contexts and implications, especially when evaluating strategies and making decisions.
Do you think Japan should be using robots and other automated technologies as part of their solution when the hazards their workers are subjected to could prove fatal – even if this would undermine their cultural beliefs?
This guest blog was written by PRowl Public Relations staff member Trish Wyatt.
Saturday, March 26, 2011
Communication in Japan
In the wake of the catastrophe in Japan, we look at how important communication is to survival. People are looking to Japan’s government to make quick decisions about how to save lives, but the government’s delayed response has its civilians in anxiety.
When we look at who is involved in this communication process, we see three main entities: the Japanese government, the citizens of Japan, and nuclear power plant officials. TEPCO, the corporation in charge of Fukushima’s nuclear power plant, lacked information for answering basic questions. This lack of certainty has affected the communication between Japan’s government and the public.
Japan’s government, while trying to gauge the magnitude of the situation, is faced with not only informing its own citizens, but the world. With limited information being given by TEPCO and other nuclear power plants, the Japanese government is insistent on getting all the facts before releasing the information. However, in a situation that requires immediacy, the tiniest piece of information might save thousands of lives, or at the least ease tensions and anxiety.
The Japanese government is also faced with the problem of informing its constituents without causing chaos and perpetuating fear throughout the community. In a crisis situation like this, is it better to get all the facts before releasing information or to inform citizens as soon as new information is discovered?
This guest blog was written by PRowl Public Relations staff member Samantha Wanner.
When we look at who is involved in this communication process, we see three main entities: the Japanese government, the citizens of Japan, and nuclear power plant officials. TEPCO, the corporation in charge of Fukushima’s nuclear power plant, lacked information for answering basic questions. This lack of certainty has affected the communication between Japan’s government and the public.
Japan’s government, while trying to gauge the magnitude of the situation, is faced with not only informing its own citizens, but the world. With limited information being given by TEPCO and other nuclear power plants, the Japanese government is insistent on getting all the facts before releasing the information. However, in a situation that requires immediacy, the tiniest piece of information might save thousands of lives, or at the least ease tensions and anxiety.
The Japanese government is also faced with the problem of informing its constituents without causing chaos and perpetuating fear throughout the community. In a crisis situation like this, is it better to get all the facts before releasing information or to inform citizens as soon as new information is discovered?
This guest blog was written by PRowl Public Relations staff member Samantha Wanner.
Friday, March 25, 2011
Don't Forget: TU Relay For Life Tonight!
Tonight almost 800 students will crowd the Pavillion at Temple University to walk for a cure and support the fight against cancer. As PRSSA guest blogger Alison Curran mentioned in her post "PRSSA and PRowl Walk for a Cure" earlier this week, Temple University's Relay For Life unites individual students and student organizations to walk laps with peers, cancer survivors and their supporters.
Here are a few important details to know about tonight:
Here are a few important details to know about tonight:
- Online registration (click here) closes at NOON today, but you can register at the door between 6 and 8 p.m.
- The Opening Ceremonies start at 8 p.m.
- Doors close at 11 p.m. and no one else can enter the building (you of course will be allowed to exit without re-entrance though)
- Activities throughout the include 3v3 basketball tournaments, water pong, magic tricks, live bands, "Mr. Relay" and more!
- Closing Ceremonies start at 5 a.m. and the event will end soon after
Join PRSSA and PRowl tonight to support the fight against cancer at Temple and warm up for Relay For Life of South Philadelphia (a PRowl client) on Saturday, June 10!
Thursday, March 24, 2011
To Follow Up or To Not Follow Up
As a last semester senior it is job search time! As I mail, email and submit resumes and cover letters left and right, I have been wondering if it is appropriate to follow up after sending a resume. So I took to the Internet to conduct some research on whether or not I should follow up with employers after I submit a resume.
The answer? It depends. For example, if a job posting or a contact says do not follow up, well then you can guess what not to do. If a company is receiving hundreds of cover letters, it may be a good way to stand out from other candidates showing your desire for the job.
Once you determine whether or not it is appropriate, how do you follow up? My research found employers or hiring managers thought an email or handwritten note was the best option. Calling was thought to be too pushy or intrusive.
What do you write in a follow up note?
- If you have a specific contact you submitted a resume to, then write your note to this person. If not, do not address your letter to anyone.
- Tell the person you submitted the resume and remind your contact when you submitted it and what position you are applying for.
- Express your interest in working at the company or organization. Briefly explain why you are interested and what skills would make you an ideal candidate.
- Ask if he or she needs any additional materials for your consideration and remind him or her how you can be contacted.
- Thank the contact for his or her consideration and remind the person how you can be contacted.
There are other things you can write in a follow up letter. So start researching some options before you send a letter! A great site to use is: http://jobsearch.about.com/.
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