How should KFC change its business model to attract 20-somethings?

by Jared on June 28th, 2008

(Some of the undergrads I coach, posing with the colonel at KFC’s museum)

One of the more interesting sides of my various MBA internships this summer is the chance to guide undergrads through several, strategic-level consulting initiatives. Of course, my favorites are the ones where we are able to find ways to get your input into their direction.

In fact, here’s your chance to weigh in on a project we’re working on for KFC: http://urlzen.com/6k

The team has structured a quick survey about Fast Food in general, and KFC in particular, that we would love to have your opinion included in. As with most the of the surveys I work with, I’ve encouraged them to get creative with the insights they want to gather. Help us get to a statistically significant sample size (for the purposes of this survey, they want 100 responses by Sunday morning).

Again, we need your input on a survey for Fast Food and KFC so take a moment to browse over to our survey page and let us know what you think!

Technorati Tags: Colnel Sanders, KFC, Owen Accelerator, Owen Graduate School of Management, Accelerator

20SMF Episode #72 - New 20SM Contributors and Lessons In Upward Management

by Jared on June 5th, 2008

Brief introduction of a brand new contributor to 20-Something Marketing. We also list out the top 3 lessons learned in upward management.

• Owen Accelerator (OwenBlogger’s Blog)
• The Marketing Diner
• Follow Me On Twitter!

Listen To Episode:

Download Episode:

Right Click Here & Save As To Download Full Episode

Subscribe Via iTunes| Subscribe Via Yahoo! | Send Us E-Mail

Technorati Tags: MBA, owen accelerator, upward management, Vanderbilt

It’s ALL About the Trophies!!!

by Joshua Crumbaugh on June 3rd, 2008

Marketing is just like playing baseball or football and trying to make it to the big leagues. You compete to be the best at your field position (SEO, Copywriting, Research, Guerilla, Viral, etc…) and each of us accumulates trophies along the way. The more you have the more recruiters and executives you have looking at you. Moreover, the less work you have to do to get those opportunities because in the field of marketing the big dogs want the best and only the best. I know this because I have been through the gauntlet trying to get an opportunity to play with the big dogs.
My first 5 major trophies meant nothing because I didn’t understand this concept. I didn’t take the time needed to market my accomplishments so people would know who I was and why they needed ME! We could sit here and analyze my past trophies and exactly what I missed, but I’d rather focus on my most recent trophy, and how learning to market it as well as myself, has opened countless doors. It all started in December of 2006 when I was offered a position as the Director of Marketing for Platinum Mortgage, Inc., a name that I’m sure if you have heard, was just recently. Platinum Mortgage, although certainly not a “nobody,” was only strong in Alabama. When I started we were one of the top FHA and Bond money lenders in our state. I then started marketing our new wholesale lending division and got in launched just in time to see our entire industry crumble around us, but as opposed to running scared like many in our industry, we pushed forward and launched very aggressive marketing campaigns dealing with the issues around us. To date we are one of the fastest growing lenders in the country with gains of over 400% in just a matter of months. This is my newest trophy, but if the only marketing I do is put it on my resume it won’t give me the results it could. This is huge; record gains during an industry implosion. So, how do I get the word out and start getting these jobs to come in the door. We’ll I’ve already done it and continue to even in this post. In fact, I’ve had more opportunities thrown in my lap over the past 3 months that I have in the last 2 years combined. I tell you all of this not to brag, but hopefully to save you some of the blood, sweat and tears. When we’re the antiques in our industry how many of us will be in the hall of fame? I certainly plan to be. So here are a few reminders when marketing your accomplishments as well as yourself.
Step one: Do you pass the Google Litmus test? Have you Googled yourself to see what potential employers/contractors/partners will see? Do you have a strong presence when they do Google you? We live in a world where you can custom tailor the message these people are seeing. Have you made search engines your trophy case? Do it you’ll be amazed by the results!
Step two: Have you made yourself an expert? How do we define an expert? We define someone based on the exposure they have and the context of that exposure. How do you become an expert? You become an expert by being an expert. Get on marketing forums and start answering questions. You may want to first make sure the site is regularly indexed. This is just one example; you could also start a blog, create an RSS feed as well as countless other techniques. The point is that you make yourself an expert in the industry. When you do the business and or job offers will start rolling in. Step three: Have you marketed your accomplishments as well as yourself? There are many other things you can do, but I recommend you start by asking yourself this question: “If I was hired to market a professional in their industry, where would I start?”