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notes from 3/31 panel night w/ BOHAN

BOHAN notes

Who was there? Account Executive, Media Planner/Brand Engagement Specialist, Media Planning Assistant/Brand Engagement Assistant, Copywriter, and an Art Director

BOHAN’s biggest and oldest client – Pigeon Forge. PF has a 20 year history with the agency. Everyone at the panel has worked on this campaign.

Step one: Brand Engagement process

• Think about client needs and what the agency can offer as a solution.
• Research your brand and TA.
• The Brand Engagement specialist forms a Brand Brief.
• The AE writes the Brand Brief and communicates it to all team members.

Think about Brand Issues.
PF Ex: current economy, increasing competition, nearby competition

Create the Brand’s position: PF – The Center of Fun in the Smoky Mountains

Internal exercises to get inspired for your brand:

• Create a list of words describing your brand.
• Form a Brand story.
• Your list of words can contribute to your ad copy later

Form a Brand Strategy
Name your Target Audience
Create a Channel Strategy: When are you going to reach your target audience?
Creative Strategy

Media Process

• Brand engagement, research
• What channels and cost
• Work with client and get approval
• Buy air time or ad space
• Maintain your buying relationships
• Report what actually happened

If you can think of a way to reach your TA, you can find a company who can help you do it. Can get pricey. Watch your budget.

Media and Creative work closely.

Creative process:

• Go outside your team; get a fresh set of eyes
• Initial concepts – ideas
• Creative Director narrows down ideas
• AE gives feedback. AE must know how client will respond. Be totally in tune w/ client needs.
• Present in-house to agency President

Political issues: Clients think about “Who’s going to yell at me?”

Copywriting

• Be prepared to deal w/ a lot of revisions
• Be prepared to deal w/ clients who think they’re writers – common occurrence
• Pick your battles. The client has the ultimate say.

notes from 3/18 meeting with Tim Best

1) Advertising Works
a. Educates, communicates, better consumer decisions, better products
b. For Advertising to work, you must know 2 things.
i. Who you’re talking to
ii. What your purpose is
1. Sell
2. Branding
3. Talking to themselves (shareholders, corporate culture)
4. Respond to competition
5. Education (create a need)
c. For Advertising to work, the tumblers must fall into place.
i. Economy
ii. Competition
iii. Product quality
2) Advertising is collaborative.
a. If you have a great idea, know that it will be fiddled with.
b. While some fiddling is necessary and makes the idea better, too much can ruin the great idea.
3) Advertising is NOT subjective.
a. There are things that work and don’t work.
b. Studies are done to help you know what works and what doesn’t. Some of it is learnt by experience.
4) Getting a Job in Advertising
a. Don’t go to an agency without knowing what position you want.
b. Build a portfolio.
i. Be willing to spend money to make your portfolio great.
ii. Including marketing plans, graphics, press releases, etc related to the job you want to do. Even if you want to be an Account Executive, a portfolio is necessary.
iii. Online portfolios are also a good way to differentiate yourself.
c. Work for a larger agency sometime during your career. Large agencies impress smaller agencies.
i. This may mean you have to go where they are.
ii. Think of your advertising career like the military. You might have to put in a couple years in a big city with big agencies before getting a job in the market you want (such as the small market in Nashville).
d. Redbook
i. Directory of agencies
ii. Where they are, billings, management, accounts
iii. Expensive, but if you have access to one, best source out there.
e. When you change jobs, reward yourself.
i. It’s okay to ask for more money than your last position if you’ve paid your dues and you’re worth it.
ii. Don’t change jobs too often.