We are still days from kickoff and already Super Bowl VL is shaping up to be an interesting Super Bowl indeed. For fans of the sport, Covid will undoubtedly affect Super Bowl parties as friends and family debate sharing chips and dip together this year. For us professionals in advertising, it’s the biggest night of the year and a culmination of all the hard work and late nights. Whether you’re a Chiefs fan or riding the Brady train, we all root for the same thing come Super Bowl Sunday—the commercials.
Already companies like M&M’s and Indeed are creating buzz ahead of their Super Bowl slot this year. Even E*Trade, famous for the 2013 E*Trade Baby commercial, is back in the Super Bowl lineup after a 3-year hiatus. However, the loudest headlines surround those brands that have announced that they are sitting this one out.
After a 37-year run, Budweiser will not be making an appearance in Super Bowl VL. Even as Super Bowl matchups and halftime performances changed over the years, there always seemed to be one constant: Budweiser’s Clydstales that have so long embodied the spirit and prestige of the King of Beers that libate gameday. To see the end of over three and a half decades of tradition, and happy puppy videos is devastating for ad junkies. Budweiser isn’t the only heritage brand to bow out either. Pepsi and Coca-Cola are also out. The turnover is at least enough to ask the question: is a Super Bowl still the most coveted slot in advertising?
Last year a 30-second TV commercial during Super Bowl LIV on Fox ran $5.6 million. The same 30-second spot would have only set you back between around $42,500 back in 1967. The exponential increase is a testament to how far the value of the most televised event of the year has come, but also a sobering reminder of the risk it can be if a spot misses its mark. While the sticker shock alone is a good reason to opt-out, it certainly isn’t the only one. Companies like Coca-Cola can easily front the bill, but there is something else at play.
In 2013 Oreo won the Super Bowl with a single tweet. Minutes after a massive power outage left the Mercedes-Benz Superdome attendees and TV viewers in darkness, Oreo tweeted ‘You Can Still Dunk In The Dark’ seizing the moment and ad fame. For many in the industry, it’s become a case study in advertising and considered the best real-time marketing effort in recent memory. Comments, retweets and mentions aside, the best part of the ad was that it was free. It showed that an ambitious social team and a few opportunistic ‘yes’s’ can steal the show in seconds from commercials that took months and millions to make.
It could also be argued that the Super Bowl tonality has shifted in recent years. Instead of trying to entertain or shock and awe, think of Doritos “Finger Lick” or the Puppymonkeybaby, it’s now about trying to be the most profound. Many of the memorable ads in the past few years have been the ones that seem to speak to something greater than their products or prove they are #woke. This shift has given some brands pause. In the words of Little Caesar’s CMO Jeff Kleinmoment, another Super Bowl holdout this year, “I think you’ve got to have something really important to say.” It’s been a long time since the Super Bowl was just a football game, but now it is a platform for brands to prove their purpose.
However, it should come as no surprise that the most common reason that brands are riding the bench for Super Bowl VL is in relation to the Covid-19 pandemic. For many, it was the marketing budget that had to be sacrificed in order to keep some semblance of normalcy over the past year. For other brands, it was something more altruistic. Budweiser has pledged the funds it would’ve spent on ads to the Ad Council in order to spread awareness of the coronavirus vaccine. Instead of using the Super Bowl as a platform to say something, the brand is doing something. We can’t blame the brand for doing it’s part, but we will sure miss those horses.
Budweiser’s exit from Super Bowl VL is a curious one. Is it the Anheuser-Busch’s intention to let this year pass and come back next year as a returning hero, or is it the end of a historic run and an allusion to greater industry shakeup? The Covid pandemic has certainly changed nearly every version of normalcy, it would be hubris to assume the Super Bowl is immune. However, as of 2021, the Super Bowl and its ads will endure. After all, what’s a Super Bowl without the commercials?
Born from the conflicts and hardships 2020 has wrought upon people, communities, and brands alike, were opportunities to be open to growth and be vulnerable. We weren’t limited by our makeshift desks and laptop cameras that we previously covered to ensure Big Brother wasn’t spying on us. Rather, we leveraged the sociopolitical context to ask the tough questions, enrich ourselves, and inspire change.
Ad 2 Dallas developed three (that’s right, three) unique, virtual spaces every other week. At each event, we invited industry professionals and academics to speak on behalf of their work and fields, respectively. Throughout this 6-week period, our Level Up events were based on:
The tumultuous election cycle that burdened individuals to separate truth from fiction, forcing citizens to question one of their most basic American rights;
The Black Lives Matter movement and civil unrest encouraging people and businesses alike to reflect on race, diversity, equity, and inclusion; and
The rocky economy and shrunken job market.
Level Up Your Vote
Event Details: Voting advocates Cecilia Silva, North Texas Program Manager for ReflectUS, and Clark Rector, Executive Vice President of Government Affairs with the American Advertising Federation, spoke to the power of an individual’s vote and the relationship between politics, legislation, and the advertising/media industry.
Takeaways: Cecilia shared a presentation and spoke to how ReflectUS is working around the country to educate, inspire, and empower women and minorities to exert their civic muscles. The steps to do that are much easier said than done:
Get out there and vote
Understand the national, state, and local laws regarding your ability to vote, prerequisites, where/when to do it, and how to follow up if any concerns arise.
It is imperative to understand the candidates and issues at hand to understand how your vote may impact one’s self, household, community, and beyond.
Get involved and volunteer in your community
Volunteering to join boards, nonprofits grassroots organization is an easy way to gain knowledge of the inner workings of governance
Plus, over time, you may develop a name for yourself to better propel yourself for appointed or elected positions
Get appointed or run for office
There are a number of appointed leadership roles for any voting citizen to serve on. You can serve on city or state boards, helping to shape policy and advise.
Run for office: There are many levels to running for office and the easiest way to start your career as a public servant include running for local roles. These aren’t very competitive and require minimal experience, just passion!
Clark spoke to his working with lobbyists and legislators on Capitol Hill. He mentioned that advertising is a powerful engine that helps drive the economy. As professionals in advertising, it’s important for us to be informed on how our government is voting on advertising rights and how that affects our jobs, including current hot topics such as the FCC and Internet regulation. We can join boards and participate in events like Advertising Day on the Hill to make sure our voices are heard.
Level Up Your Workplace
Event Details: Grounded in the events surrounding George Floyd’s death and calls for justice among civil rights activists in a politically charged and divisive year, Ad 2 Dallas sought to create a space for all persons from all backgrounds to sign off with insights and action items. Because there was so much talk across the nation, and even the globe, we wanted to understand how the conversation of race, diversity, equity, inclusion, and empowerment are spoken of and put into action across various industries.
We spoke with three panelists, each serving as a representative of their industry or sector. The moderator was one of Ad 2 Dallas’ very own, Executive Advisor Rick Findlay, Senior Client Success Manager at ReachLocal.
Agency – Tina Tsang, Vice Chair of Ad 2 National Tina currently serves as Vice Chair of the Ad 2 National Executive Board, where she mentors Ad 2 clubs around the country while working with AAF National, especially on the DE&I front. She’s worked at notable agencies such as The Richards Group, TM Advertising, BBDO, and iProspect. Tina’s expertise ranges from media planning and strategy to branding as she explores starting her own consultancy business back in her hometown of Houston.
Academia – Karen Lindsey, PhD, Visiting Lecturer in the Bob Schieffer College of Communication – Department of Strategic Communication at Texas Christian University Dr. Lindsey is a teacher, learner, leadership consultant, executive career coach, and keynote speaker. She is called “Dr. K” by many students and has 20 years of corporate communication, higher education, media relations, and business marketing experience. Using her doctoral research as a foundation, Dr. Lindsey is currently working on a book about identity, workplace politics and the experiences of Black women in higher education and corporate leadership.
Nonprofit – Tres Brown, Senior Mpowerment Coordinator at DFW Fuse Tres works with three of Resource Center’s Mpowerment programs, focusing on young same gender loving men; young same gender loving black men; and persons of trans experience. Fuse is one of the top performing Mpowerment projects in the country creating a space for young gay/bi/pan guys ages 18-35 to learn about up-to-date prevention practices while allowing them to build a community for themselves.
[(starting in upper left and moving clockwise) Rick Findlay, Moderator; Dr. Karen Lindsey; Tina Tsang; and Tres Brown]
Takeaways: DE&I in the workplace is very personal, soul-binding work. It requires a lot of self-reflection. And that is truly hard work. As many professionals have shifted to working remotely due to the pandemic, quarantine has awarded many with that time to look inward and dig deep. Before any company, organization, or body of people can tackle its issues, the individual people, employees, volunteers, consumers, and stakeholders must also partake in this first step, which is far easier said than done.
This is but the first of many steps. Tres beautifully summarized the overarching steps that people and organizations must take in order to truly change.
”You need to change the culture. We need to be comfortable with being uncomfortable. We need to take the time to learn and understand what it takes to implement what needs to be done.”
Among action steps to take for oneself and working to better one’s workplace, all the panelists recommended education and unlearning. Understanding the history of marginalized people altogether, to do one’s research, and figure it out. Be courageous to connect with and learn from others.
For one’s organization – ask questions. Actively listen to your employees. Listen to the unheard. Give a voice to the voiceless.
Lastly, but certainly not least, be compassionate. Start from a place of kindness and understanding.
Level Up Your Network
Event Details: The final installment of our Level Up series culminated with a networking event geared toward college students and young professionals to help them navigate the job search and network with DFW industry professionals. Ad 2 Dallas’ Treasurer and Business Development Manager at Paladin, Shelby Smith, kicked off the event with industry tips to improve one’s resumes, portfolios, job application, and interview skills. Then, attendees broke off into small groups to connect and network with our selection of seven DFW marketing and advertising professionals. Finally, attendees were all invited for a free resume critique!
Stephanie Murdoch, Senior Producer at The Marketing Arm Expertise: Broadcast Production
Crystal Gonzalez, National Sales Representative at Pandora Expertise: Media
Rosie Rosales, Creative Director at LERMA Expertise: Creative
Michelle McCain, Brand Manager at The Richards Group Expertise: Account Management and New Business
Raul Machuca, Director of Digital Media at Texas Can Academies Expertise: Nonprofit Branding and Digital Marketing
Brandon Baker, Creative Supervisor at SPM Communications Expertise: Influencer Marketing
Kira Stearns, Strategist at Moroch Expertise: Strategy
Just as you keep up with your personal hygiene, you gotta also maintain your personal brand and network. This comes down to your resume, cover letter, portfolio (if applicable), and online materials (LinkedIn, website, social media, etc.).
Keep resumes limited to one page and have at minimum, two versions. One version can be more creative and one version is more simpler and streamlined in a Word document to pass through AI application management softwares. As more companies use software to screen applicants, buzzwords come in handy. Edit your resume to include keywords from the job descriptions.
In the age of virtual working, there are added tips for virtual interviews. Ensure that you have a good connection (and consider investing in an ethernet connection…we know…so old school). Try your best to eliminate any distractions and background. And, as always, have questions prepared from having done your research. Show that you are engaged and interested in the conversation and eager to learn more.
And remember to send a thank you note. Infuse pieces of the conversations you shared with the person or use your note as an opportunity to continue part of your discussion.
Following that advice, Ad 2 Dallas’ Education Committee would like to thank AAF Dallas, Ad 2 Dallas, and all of the professionals and students who attended our Level Up Series. Our teams have sincerely enjoyed learning and growing with you – to better understand the power of our vote and how to engage in government; the need to educate ourselves first to truly inflict change in our workplaces for DE&I; and expert networking and interviewing tips to land the next gig.
Plus, we’ve particularly enjoyed making new connections and adding more members to our roster.
If you’re interested in joining the Ad 2 Dallas family and getting in on the work, supporting us and our events, or simply want to keep up with what’s going on–follow us on Instagram at @ad2dallas so we keep you in the loop!
Have you heard the news? Our Diversity and Inclusion Team has officially launched an exciting new podcast called addCULTURE! The podcast will explore how diverse the advertising industry really is through a series of interviews with experts and industry leaders.
The first episode is the start of a multi-part miniseries on Hispanic advertising. The special guest for this episode is Kathleen Franz, Chair of the Division of Work and Industry at The Smithsonian’s National Museum of American History. Kathleen discusses the history and future of Hispanics in advertising with Ad 2 Dallas’ very own Barbara Boretsky and Leland Moses.
Kathleen is a historian who has been working to piece the story of Hispanics in advertising together for several years. She has gathered stories of Hispanic advertising and Spanish-language broadcasting in the U.S. from the 1960s to the 1990s. In addition to telling the cultural impact of Hispanics in advertising, she is working on a cultural biography of women in the ad industry before the 1950s. Kathleen has a Ph.D. in American Civilization from Brown University and a research specialty in the cultural history of business and technology. Another contributor to the episode is the National Museum of American History which has a virtual exhibit where they explore the past and future of advertising as well as blog posts on collecting the history of Hispanic advertising and the museum’s Archives Center serves as a repository for signature advertising collections.
In addition to the virtual exhibit, the museum’s “American Enterprise” exhibition includes interesting facts, photos and educational information. Get your devices and headphones ready, and listen now!. Be sure to share and join the conversation on our social platforms by using #addCULTURE.
Check out the Smithsonian’s virtual exhibit about the advertising business and learn more about Kathleen and her work.
You’ve seen it all over the news. You’ve seen it trending on social media for days at a time. You’ve likely talked about it with friends and colleagues. After the FCC voted to kill net neutrality, people everywhere rallied to save it by urging Congress to overrule them using the Congressional Review Act. Without net neutrality, everyday consumers’ Internet behavior could be affected. Battle for the Net was created to help raise awareness about the issue and encourage people to voice their opinion to Congress. The repeal would also have major implications on the advertising industry. As an advertising professional, whether you are at an agency or in-house, it’s important to stay informed on how the repeal of net neutrality could affect your job.
The central question surrounding net neutrality is whether or not the Internet should be considered a public utility or a commodity. As it stands now, the Internet is seen as a public utility in which every user has equal access. The FCC ruling showcased that they thought of it as a commodity, therefore, it could be subject to up-selling. Who would be responsible for the up-selling? Internet service providers like Comcast & Verizon. These companies could be given the right to slow digital content or charge for preferential treatment.
It’s clear Internet users stand to lose quite a bit, but advertising professionals do as well. To begin, the price of Internet ads will noticeably increase. If these website costs go into effect, companies will have to pay more for their content to be seen by consumer. Advertisers must be weary of increased CPM which ultimately leads to lower ROI.
Professional ad organizations have worked tirelessly and invested a lot in standardizing viewability metrics for industry use. A slower Internet connection means many ads will not load as quickly as they used to, therefore rendering previous standards. Many advertisers would have to revisit their KPIs in gauging ad performance with these changes in mind.
Another factor to keep in mind is placement of the ads. Many ISPs own media companies (ie. Verizon with Yahoo! and AOL). It is likely that publishers could cut deals with providers to ensure their preferred content would not count against user data plans. Advertisers would have to be cognizant of these partners while also keeping in mind that these preferred media firms could hike up ad prices.
Without net neutrality, we would likely see an advertising marketplace where brands with larger ad budgets thrive while challenger brands and startups fade. Competition would heighten as brands try to outspend one another to get the recognition they once did from advertising. Those with smaller budgets would need to get creative in how they reach their target audiences.
The FCC voted in December 2017 to repeal the 2015 net neutrality regulations, which prohibited broadband providers from blocking or slowing down traffic and banned them from offering ways for companies to pay extra to reach consumers more quickly than competitors. Parts of the order went into effect on April 23, 2018, but many significant changes still need to be approved by the Office of Management and Budget.
With all these measures taking effect at a national level, many net neutrality supporters have not yet given up hope at a national level. Several stateshave passed their own measures to counteract what’s going on at a national level. If any of these possible changes concern you as an advertiser, it is important to make your voice heard to those who represent you at a state level. Reach out to your current local representative, Ted Cruz, to let them know how you would be affected personally and professionally without net neutrality. There is also a midterm election coming up in November 2018. Ad 2 Dallas encourages you to do your research on candidates to get their stance on net neutrality. If you have any questions about how to make a difference, please reach out to us at firstname.lastname@example.org.
My name is Melissa Woodring and I’ve been working with Amber Pizano at BSN SPORTS for about 6 months. It’s my pleasure to feature Amber as part of the Industry Insights series for Ad 2 Dallas’ blog. It’s my hope that aspiring young professionals in the advertising, marketing, and communications industry will find this interview with Amber as helpful as I did.
She has a real knack for going after what she wants, and that’s been very inspiring to me while working for her in my role. Amber sat down with me to talk about her career history, current job, and overall view on the Marketing industry.
What are your primary job responsibilities?
I’m responsible for the planning, development, and implementation of all marketing programs at BSN SPORTS, the largest distributor of team sports apparel and equipment in the U.S.
Why did you decide to pursue a career in advertising? (Hint – She didn’t, at first)
I can’t stress the importance enough of interning during college. Not only does it give you the competitive edge necessary to land your dream job after graduation; but it steers you in the right career path. My first internship at D Magazine taught me that I didn’t want to be a Magazine Editor after all, and I found my next role in Marketing to be the right fit!
What is your favorite part of your current position?
I love all the opportunities to increase the impact that the marketing department has on our bottom line. Digital marketing is an untapped channel at the company, which we can use to increase brand awareness, generate substantial volume of qualified leads for our sales force, and greatly increase our e-commerce capabilities and revenue.
What new trends are you noticing in advertising and marketing? How are they being utilized?
It feels redundant to even say so, because it’s everywhere; but marketing automation is where it’s at. They are the timeliest and most targeted means of communication that are guaranteed to be relevant, because the user’s own behavior is what’s triggering the marketing piece.
Utilizing platforms that allow you to see your customer’s actions across all channels (like a HubSpot or a SalesForce+ESP) is going to become the standard in the next few years.
Who are your mentors and what’s one major piece of advice they’ve shared that’s been a game changer for your career?
Donna Coletti, the Director of International Communications and Market Research at Texas Instruments, was my first and most impactful mentor! She taught me to look at every roadblock or frustration as an opportunity. She guided me in how to navigate the political waters of corporate America; which were not intuitive for me as a Navy Veteran, recently out of service. The reality is that being politically savvy in corporate America, is nearly as important to your career as producing outstanding results.
What’s your ultimate career aspiration?
I plan to bring about the digital revolution at BSN SPORTS, so that we are the technological leader in the team sports industry.
Career wise, I love that no day is the same and no matter how good I think I might be at it, there’s a new tool, trend, or campaign just waiting to be explored. I guarantee my day will look entirely different next year compared to what it is today.
Melissa Woodring is the Digital Marketing Manager at BSN SPORTS. With a background in social media, communications, and marketing, Melissa is focused on maintaining relationships, developing content, and forming online strategies in order to build better brand awareness. She’s a contributing writer for the Ad 2 Dallas Blog.
You’ve probably been reading a lot about the upheaval happening across Washington as the new administration and congress begin to take action. You may even be inspired to become more politically-involved in your community by fighting for what you care about most. However far left, right, or somewhere in the middle you fall, it’s important to know how you, as an advertising professional, will be directly affected.
Currently, businesses are able to write off all advertising expenses on their taxes as necessary costs for investing in growth and promotion of commerce. This tax cut is key to keeping the overhead costs of advertising down. A tax repeal proposal drafted by former chairman of the House Ways and Means Committee, Dave Camp, is aiming to reduce the maximum corporate tax rate from 35% to 25%. In order to help offset the loss in tax revenue, the proposal is looking to cut tax reductions on advertising. Businesses and advertisers would be expected to absorb 50% of the total costs of advertising expenses. The other 50% would be amortized over a period of 10 years.
Advertising is the engine of our economy. Not only does it make it easier to inform consumers about products and services, it helps fund the media industry that provides our entertainment, news, and sports. Nearly 15% of all jobs in Texas are produced by advertising, resulting in over $530 billion of economic activity. Burdening the advertising industry with higher taxes will stunt the proliferation of sales and jobs. Expert economists have even scrutinized the proposal as the decrease in corporate taxes wouldn’t help offset the increased costs of advertising.
The most important action you can take now is to write your congressmen about how important advertising is to your local economy. Emphasize that you’re an advertising professional and the continued growth of your industry relies on not repealing the tax cuts. Your letter doesn’t have to be long and should be in your own words, but we need to have a unified voice if we’re going to make a difference. Find out who your senator and representatives by clicking the respective links for their addresses.
Ad 2 Dallas and the American Advertising Federation encourage you to be part of this grassroots movement to protect our industry. If you have any questions about how to make a difference, please reach out to us at email@example.com.
Ad 2 Dallas is all about helping young professionals find new opportunities in the local advertising, marketing, and communications industry. We wanted to use this blog to feature a series of posts that focus on experts in the field as they share insights on the local market, trends to look out for, and challenges they face in their current jobs.
One of our own members has agreed to be featured for our first post. Amanda Jordan serves on the Board of Directors for Ad 2 Dallas as a membership chair in helping young professionals and students get connected through our volunteer organization. By day, she’s a Creative Recruiter for the Dallas branch of The BOSS Group, a talent agency that provides job seekers opportunities to find digital and marketing positions. Amanda provides her clients with the best possible candidates for their creative needs.
What new trends have you noticed in advertising and marketing that are directly affecting the qualifications you’re looking for in candidates?
As everyone knows, our industry has taken a strong turn toward digital and web as opposed to print advertising and marketing. I mean, when was the last time you jumped for joy at a Direct Mailer clogging up your mailbox? Digitizing everything has drastically affected the positions we need to fill for our clients. More often than not, their target audience falls into the category of people who are NOT persuaded by print anymore. It’s an email campaign, or a web banner, or a social media post. Ten years ago (or even 5 years ago), a Graphic Designer could get away with only knowing traditional media and print design, but those days are pretty much over. In order to be a well-rounded designer (or copywriter or marketing/communications person, for that matter) one MUST understand and gain experience in the digital space. For a designer, that means learning HTML/CSS, dabbling in front-end design and/or digital web banners and graphics. That would be the minimum. For writers, we always want to see web content experience. We are always asking, “Do you know SEO best practices?” “Do you keep up with emerging media and the latest social platform of choice?” It’s becoming impossible to be stagnant. Folks who have been in the industry for years are finding that learning digital/web is the only way to stay competitive.
While I don’t think print or print design is obsolete, I do find it advantageous to expand on traditional print expertise to include digital and web skills – even if it is just a “working knowledge” level. Hiring managers want to see a traditional background (print, collateral, branding, etc.) with a digital portfolio that shows 360-degree work. So, be the whole package. Shouldn’t be too hard, right?
What is the most difficult part of your current position?
Being a recruiter isn’t rocket science. For the most part, it is extremely rewarding, energizing and fun. To answer the question from my personal experience, I HATE telling perfectly qualified candidates that they didn’t get the job; especially when the reason is something out of their control. You learn to have difficult conversations really quickly in recruiting. Thankfully, my talents include being gracious and understanding, so that helps. It’s a people-business and talent suddenly backing out of done deals or clients going silent is to be expected. At the end of the day, it feels great to provide a deserving talent a life-changing position that also serves our client well. When I am able to do that, all is right in my world.
What sets the Dallas-Fort Worth advertising market apart?
Everyone knows everyone! I love how much of a “small-world” it is because it’s so much easier to connect, help and network. Although the Dallas market and the Fort Worth market are vastly different, we have the advantage of being close geographically, which inevitably provides more opportunity. There’s a reason so many people are moving here! Jobs, jobs, jobs.
The BOSS Group has branches all over the US, including Atlanta, Chicago, New Jersey, Philly, Baltimore and DC, so I have seen the difference in the way people communicate and do business across the country. In order to sell Dallas business, you gotta know Dallas. We mix Southern hospitality in with our “big city swag” – and that’s what wins business.
What’s your ultimate career aspiration?
That’s a fantastic question. I love being a recruiter, and I foresee myself staying in a recruiter-type role for a long, long time. Eventually, I would like to be in a leadership/managerial role that allows me to educate, give presentations and do more networking from a mentorship perspective. Alas, I have a LONG way to go until then. Right now I am totally at mentee-level SEEKING a mentor. Consider this my personal ad.
My answer may sound vague, and that’s because I like to keep an open mind about my future. I see people every single day making career changes, and it’s inspiring. You never know what lies ahead, or when you will discover a new passion. As long as my career leads me to having enough disposable income to rescue as many dogs as I want, I am honestly going to be living my best life.
What’s a piece of advice you would impart on young or aspiring advertising and marketing professionals new to the industry?
Join Ad 2 Dallas! Or any other networking organization of your choice J Getting connected is the most important thing, and networking is the easiest and most fun way to become connected in a new city, new industry, etc. I would also seek out a mentor that you can trust who can assist with pumping up your resume, provide awesome word tracks for interviewing, and can give you interpersonal feedback. Happy hunting!
You’re interacting with brands on a daily basis. Businesses both big and small are vying for your attention by any means necessary as they attempt to humanize their products and services. Whether you already work in advertising, marketing, and communications, or are aspiring to make your big break, you already understand the power of branding. However, what are you doing on a personal level to build up your own brand online? How are you making yourself stand out from the crowd?
Ad 2 Dallas is all about helping young advertising professionals grow their skill sets and expand their networks. While happy hours, workshops, and networking events are great for meeting people face-to-face, you’ll want to make a digital impression as well.
Here are some helpful tips to effectively build your own personal brand online.
Stay active and up-to-date on professional networking sites.
You’re probably somewhat active on at least a few different social media networks of choice. Whether you actively post and snap, or just browse the stories and content, you’re checking in multiple times a week. Don’t forget to check on professional sites or apps and keep your profiles up to date. If you get a new job, start volunteering, or just earn a new certification, you should showcase your advancements. Let your connections know what you’re doing to better yourself professionally.
LinkedIn is the biggest player in professional social media, but there are several other options to choose from. Take advantage of multiple sites and get your name out there. Just make sure to keep your information updated and consistent. Also, don’t forget to watch out for connection requests. You don’t want to appear obviously inactive by keeping your potential connections waiting. Having an up to date profile and responding to connection requests are basic steps you can take actively manage your professional presence.
Establish yourself as a thought leader.
Sharing interesting and relevant articles online is a great way to show you’re active in the industry and paying attention to trends. However, endorsing content written by others ultimately increases visibility for their message, and you’re just passing it along. Think about what topics interest you the most and consider how your opinions may offer new perspectives to your online network.
Just like more casual social media, professional networks like LinkedIn offer you a chance to publish content for your connections. You should start stirring up conversations about the industry and workplace. Do your research so you can’t be discredited, and put your own spin on the subject matter.
Write in a voice that’s consistent with your goals and personality.
Other than being casual with our friends on social media, we rarely write in the same manner in which we speak. There will be some overlap on a person-by-person basis, but for the most part we tend to compartmentalize these different communication styles. This is where it wouldn’t hurt to break down some barriers and put your own personality into your writing.
Think about where you are and where you want to end up. What areas of the industry grab your attention? Who will be most influential in helping you along the way? How do you effectively communicate with these people in a professional manner while also having your own personal touch? It’s important to balance not sounding too robotic or generic, while also not coming across overly relaxed or unprofessional.
If you haven’t thought about what your personal brand represents, take some time to evaluate how your goals and aspirations can translate to your online presence. Don’t be afraid to put yourself out there by posting content in a voice that’s genuine and real.