The Friday Line – What’s Your Core Competency?

by Jared on April 28th, 2006

In business lingo, companies describe what they think they’re “good” at a core competency. For instance, Apple’s core competency is creating products that have a marketable lifestyle element to them. On the other hand, Whole Foods’ core competency is sourcing local and national organic growers.

Each of these things is both part skill and part reputation, and they make up the edge each respective company has in the marketplace. Core competencies can evolve over time whether by coincidence as it was with Apple (whose originally core competency was hardware and software development) or by choice, as with Whole Foods. The point is that they both use their core competencies to their advantage in the marketplace.

Core competencies can exist within the workplace too, especially in marketing. Some core competencies in marketing may be an acute sense of humor (great for op-ed’s and creative endeavors), a particular eye for the aesthetic (for graphic designers and layout artists), or even a knack for organizational thinking (perfect for technical writing). The challenge is drawing them out and deciding what to do with them.

Additionally, what happens when you are stuck in one situation where your core competency doesn’t seem to be particularly suited? Again, I remind you that The Friday Line doesn’t answer its own questions, it just poses them.

Start with this exercise; ask yourself what you do best. Chances are that you can accomplish any task with a little help and an eye for your strength so once you know what your core competency is, exploit it to the advantage of getting your project done.

Just remember, a core competency isn’t necessarily an expertise, but it should have three key elements to it:

1) You have to like doing it

2) You have to be curious about it

3) You need to have proven that you can use it to get things done.

For example, you may not be the best writer in the world but you’re a damn good explorer. It has the three pre-requisites; its something you like, that you’re curious about, and has proven you are good at it to get ancillary elements (such as research). You then approach writing as an exploration, don’t just sit down and type, go out and pose yourself some questions – then answer them and try out those writing skills.

Till next week folks, that’s your Friday Line.

20SMF Consumer Report – Coke Blak

by Jared on April 27th, 2006

One of the great things about being a 20-something includes the endless barage of consumer products forced upon us. As a service to our readers, the 20SMF is proud to bring you a series of “Try It Before You Buy It” reports on consumer products.

Thank goodness Coke got their act together for a new product I would actually want to drink. Normally a Coke purest, I believe that the last new product Coke debuted that was worth paying attention to was Diet Coke.

Lo and behold though; Coke has taken aim at the Starbucks generation with its newest offering, Coke Blak. Part Coke, part coffee, Coke Black harkens back to a bygone era of drinking coke for the taste instead of the sheer quantity. Instead of their usual 12 oz cans or 20 oz bottles, Coke goes back to the original 8 oz glass bottle, almost forcing us to focus on the nuances of taste.

Appealing to decidedly upscale clientele, Coke Blak sports a high price tag and a chill, loungey brand image. Notably, Coke has not spent a lot of time promoting this product through regular channels. Instead, they have preferred to let insider buzz to drive the exclusive and high-end demand.

Click Here To See My Full Take On Coke Black:

20SMF Consumer Report – Coke Blak

20SMF Episode #36 – What The Huckabuck?

by Jared on April 27th, 2006

Show Description:
Countdown to New Orleans JazzFest kicks off with an interview with Blake Killian and Chris Schultz from Huckabuck.com, a new, Nola-based web search engine. We go into what it takes to build a successful story, a successful marketing campaign and maybe, just maybe they let slip an EXCLUSIVE SNEAK PEAK AT THEIR JAZZFEST PR STUNT!!!

Show Notes:
I) Build Something
II) Interview With Huckabuck.com’s Blake Killian (Marketing Director) and Chris Schultz (President/Founder)
IV) Game Plan: BBDO’s Fairy Flub

Referenced Links:

Huckabuck.com – Meta Search Engine
BrainJams – “Un-Conferences”

Podcast:

Right Click And ‘Save As’ To Download Full Show

or

The Friday Line – To Press Release Or Not To Press Release?

by Jared on April 21st, 2006

Despite the fact that I am still recovering from the official beginning of the 20-something weekend (AKA Thursday evening), let’s mull about one of my favorite topics, shall we?

Press releases can be a huge asset as sources of approved, targeted copy but, in my opinion, are still a bit confusing.  Example: this week one of my companies partners’ decided they would merge….(bully for them).

No sooner than I was alerted to this, an e-mail came from my contact at said partner suggesting we put one out too.  Now, if it’s your accomplishment that’s one thing.  However, I thought that there was a better way of issuing this news to gain more business for this partner than putting out a “me-too” release.

Now, this is the part of the post where I admit that I am no expert on media relations.  In fact, the mere thought of corralling media sources to report on your “news” is enough to make me want to pop a couple more Advil.  However, I generally prefer to produce news in a more actionable manner – i.e. a direct mail letter from the president of our company inviting clients to look into our services based on how much more powerful we are because of the partner companies’ merger. (Granted, this would imply that our clients always open their mail which I know is a stretch to begin with.)

Anyway, as a semi-reoccurring thing, I am going to attempt to pose a question every Friday related to those things that seem to have no answers.  This week, the Friday Line is this; where is the line between press release news and marketing news?

20SMF Episode #35 – Changing Minds About Change

by Jared on April 20th, 2006

Show Description:
Some people thrive off of change while others just have to endure it. Since change can be either a great asset or a sudden threat, we examine the rules of change as they apply to 20-somethings and how not to get thrown off course when pursuing it. Guest Co-Host – Sameer, VPQS (Quality Scotch)

Show Notes:
I) Ticking off Tourists
II) The 20-Something Rules of Change
III) Maslow’s Hierarchy of Alcoholic Beverages
IV) Game Plan: How To Not Get Fired

Podcast:

Right Click And ‘Save As’ To Download Full Show

It’s not homophobia, it’s just bad copy

by Jared on April 18th, 2006

A while ago I was watching some news coverage with friends when Dodge’s latest ad for its Caliber mini-truck came on. You know, the one with the fairy turning everything into something sweet and innocent save for the Caliber itself? I should have known it right then and there this would be trouble….

Today, AdAge.com reviews this ad and lambastes BBDO, the agency that created the ad for being homophobic and insensitive.

I have to say that I disagree with their assessment. It’s not hate speech, its just bad copywriting.

For the same reason that you don’t have a fishing ad that reads “Use this product and you’ll become a master baiter in no time!,” this ad should have not been approved. BBDO and Chrysler (maker of the Dodge Caliber) aren’t homophobic, just ignorant to the fact that they needed a better copywriter with…you know…ideas.

Let’s call a spade a spade here. If we as the gay business community want to be taken seriously lets cut this reactive nonsense and call it what it is; bad copywriting with poor supervision. BBDO wasn’t insensitive, they’re lazy.

Timing Is Everything…Almost

by Jared on April 17th, 2006

Welcome back to the work-week folks!

No doubt, many of you are just coming back from a relaxing weekend with the family to such cute office quips as;

Q: “Did you have a good weekend?”
A: “Yeah, but it wasn’t long enough!”

or

Q: “How was your weekend?”
A: “Relaxing….in fact, I wish I was still in bed.”

Despite the obvious opportunity to insert the Office Space quote about Mondays, I won’t bow to cheap laughs…at least not today .

However, what I will do is point out the common theme that we don’t have nearly enough time. Without spoiling all of the best tidbits from the Ultimate Work Life Survey results, I can tell you that the #1 thing that ambitious, bright 20-something’s worry about at work is their workload and not having enough time to do what they need to do. Marketers in particular hear the sharp sound of the clock as they work tirelessly to remain inside their opportunity windows.

If timing is everything, why don’t we use it to our advantage? In a fast-paced culture full of espresso-infused bloggers and instant messaging surely someone must have mastered the art of timelines?

It turns out that the fault, dear marketers, lies not in our schedules but in the stars. The fact is that the moment the ink starts to dry on a well-planned schedule, real life happens. Soon enough, even the most diligent relent on creating schedules because they seldom, if ever, get to execute on them perfectly.

It’s the same way with Jazz. The very nature of Jazz is that it balances order, timing, and chaos. A skilled jazz musician sees the notes on the page, feels the rhythm, and yet can handle improvisation candidly and artfully. The important thing in jazz is that if you keep to the beat, not the sheet music, the audience is none-the-wiser.

Now take that lesson over to timing in marketing. The important thing about timing in marketing may not be that you stick to plans 100% of the time but that your audience hears from you on a regular basis, no matter what particular communication you decide on. This is putting emphasis on your audience, not your schedule. As long as they keep hearing from you at the tempo you have set, you can master the art of timing by mastering the art of chaos.

Next time someone asks you if you have a “case of the Monday’s,” resist the urge to flick them off and crank up the jazz instead.

PS: (In case you don’t have a jazz station in your town, check out JazzAndBlues.org for a fantastic online radio station!)

Tax Day- Vive ‘la Resistance!

by Jared on April 14th, 2006

Yup, it’s that wonderful time of year again…it’s tax time!

Though most of us in the states regard the last few days before April 15th to be a time of reckoning for procrastinators, there are many Americans think of this day as a great time to make a point. On this week’s episode, I pointed out that the only way to win a PR/marketing fight is to run directly at criticism. Following that model, you would think that actually starting that fight wouldn’t be the best idea. Not so, I say.

In fact, using a national holiday/occurrences to make a point is great if you’ve got a good argument. Granted not that many do so take these few links for what they are and make up your own mind:

Anti-War

This one is just to easy but at least their non-violent. Check out the anti-war protests going on around the nation this year.

General Tax Protests

Auburn University

Fiscal Responsibility

Not One Damn Dime

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Of course, there are certain notable exceptions….

2nd Place: Pro-Tax Celebrations

Apparently, there are also those that use days like this to celebrate that we are doing things right. I couldn’t be completely negative today so the 2nd prize goes to The Tax Foundation for their imitation of a real think-tank!

Grand Prize: The District of Columbia

Thanks to the infinite wisdom of our leaders, the residents of the nation’s capital get the grand prize for not only enjoying one of the highest income taxes in the nation but also doing so with the side benefit of taxation without representation. District residents are taking today to point out the fact that though we are fighting for democracy abroad – there seems to be very little interest in doing so in the seat of nation’s government. Not only timely, but DC Vote gets this award for also pointing out the biggest discrepancy and crafting the best message. Congrats…now let’s get back to work fellow federal slaves!