Expert, Shmexpert

One thing I’ve really enjoyed about marketing is just the process of it all. Countless times I’ve had to market products that I either:
a.) have no interest in (i.e. office supplies) or
b.) have no real experience with.

But in the end, I find that I enjoy learning about the types of products and finding clever ways to market them. It poses a challenge and provides significant potential for untapped creativity.

Thus, I’ve come to believe that you don’t need an extensive knowledge of a product or brand in order to market it.

In fact, I think that too much knowledge can hinder one’s marketing efforts on a particular product or brand. So, I’ve created a makeshift graph for my theory:

Make sense?

Of course this is from my own (amateur) personal experience with marketing. But, if you were to Google some successful and/or horrendous marketing campaigns, I’m sure that there would be quite a few that pertain to this theory.

You see, I think a fresh perspective on a product or brand is the backbone for every successful innovational marketing strategy. So, having no investment in a certain brand or industry might keep you from thinking along the same lines as the experts on the matter. No?

But at the same time, you can’t really market something if you’re completely out of the loop. I’m not sure I could just start rattling off ideas for marketing women’s lingerie.

Do you need to be an expert on a product to market it? Or can you simply get by on just knowing the basics?

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Humble, Innovation-Al

First, my new domain name http://www.innovation-al.com. It has a new homepage!

My newest project is fun and currently 25% complete. It’s more cohesive and polished (so far) than “Hire Me” which was constructed in about two days. This is a multi-week project filled with different talents, more ideas and as a result, more work.

I like it a lot though. Keeping busy and creating stuff is what I really love to do. Showcasing my ideas and getting everyone excited about delivering something really cool is what I’m all about. Note that: in my next interview, that’s what I’ll respond with when the question “What are you looking for in a job?” comes up.

My only concern is that because I’m making 99% of this entire project it may seem as though it’s all about me (which of course it isn’t). I’m just trying to avoid coming off as the one stealing the spotlight.

I mean, I did produce the whole thing thus far, so it basically is my project. But that doesn’t mean I’m overshadowing the client’s message at all. The entire piece of work is dedicated to their marketing cause– I’m just the one (along with some great female vocalists) conveying the information for them. Hmmm… I believe I’ve said too much.

Essentially, I need to be careful that I don’t overstep my bounds as the client. My problem lies in the fact that being a one-man-team makes it seem like I’m trying to be the one in front. When the project is done this won’t be the case. I’m Humble Al.

If all goes according to plan, this thing will drop on November 1st. Possibly earlier, depending on my schedule.

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Creativity = Insomnia Fuel

I’m not sure why it happens, but most of my creative ideas hit me while I’m just about to fall asleep. Perhaps it’s because my mind is clear of stress and worry in the seconds before I nod off, or maybe it’s something to do with the subconscious. Either way, once a good idea hits me, I immediately slink out of my near comatose state and my mind starts racing.

There’s a bit of frustration involvled as I scorn my brain for not thinking of such innovation during normal, waking hours. I feel like it’s Christmas Eve and I know I’m getting The Legend of Zelda: Ocarina of Time in eight hours because I “accidentally” uncovered the shrink wrapped N64 box in the basement toolbox last week. I don’t care if I just discovered that Santa doesn’t exist— I’m gonna save the Princess. But, I digress…

Anyway, my exciting ideas have been a result of me making work for myself. I really believe that’s what you gotta do when times are tough. And by making work, I mean all of the following:

• Approaching small businesses and offering to help with marketing
• Assisting people with selling stuff on eBay for a cut
• Tutoring high school students in Calculus, Physics, Writing and Statistics
• Getting TEFL certified by taking an 100 hr online course
• Developing a website for an HR Consultant

Of course, my exciting ideas are stemming from the first bullet point, in which I’m helping out small businesses with marketing. I’m a novice no doubt, but it’s a great way to get my feet wet with how stuff works. I’ll figure out how stuff works myself–just like I did with the guitar.

My great idea that kept me up last night involves (among other things) the following:

1. A Guitar
2. An old friend from high school who majored in theater
3. A Bakery
4. Twitter
5. Free Bagels
6. YouTube
7. (hopefully) Engaged Customers
8. Increased Sales
9. Billy Costa

It’s going to be fun.

I think that’s what matters at this point.

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Quit Scamming Me

In any other instance, three job offers in one day would be pretty sweet. Of course, in my predicament (or any recent college grad’s), I have to raise an eyebrow and question these proposals. Perhaps two eyebrows. Especially if they contacted me without seeing my musical cover letter. I mean, c’mon– nobody contacts me otherwise.

However, my suspicions were initially overshadowed by mere excitement and curiosity. An email with “Job Offer for Monster Listing #(insert random number)” in the subject line set my double-clicking instincts on edge. My heart began to race. My hands got sweaty. Mom’s spaghetti.

I guess they caught me off guard in my unemployed state. I picture these recruiters not as human beings, but as soulless entities, not unlike Agent Smith from the Matrix. Like a Venus Flytrap, these recruiters let out the sweet scent of a job offer which ultimately masked the terrible, terrible mandibles of (most likely) some cold calling or sales job. I’ve done cold calling and I’d rather gouge my eyes out. Thank God for the internet, Google and its most reliable anonymous employer reviews.

After several seconds of Googling these fine corporations, skepticism began to set in. I soon began to feel worse than before I even knew these offers existed. It was unflattering and almost offensive– these companies trying to take advantage of me in my post-college-seeking-employment-in-a-crap-economy state.

One place had an average review of 1 star (out of 5) from over 30 reviews. One person actually said they’d rather poke their eyes out than work there again. Hey! We can relate!

So yeah, this is just my advice to those college grads who might be reading this and are currently job seeking. You’re probably smart enough to know not to go for these types of offers, but you never know. Unless you’ve submitted an application to a place that contacts you with a proposal, don’t take a job offer from them. Unless they’re a well known company– in which case jump on that.

I mean, c’mon– what type of company would be looking to sign up inexperienced college graduates before even meeting them?

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A Very Frustrating Pickle

My parents tell me to relax. To enjoy not working. “You’ll be working the rest of your life,” Dad says when I trudge into his artwork studio that is adjacent to my bedroom, voicing my woes about the job search process that is much like a roller-coaster.

The truth is, I can’t really enjoy myself unless I know for certain that either a.) I’m being productive to deserve this enjoyment or b.) have something lined up that will, in the long run, be productive. Plus, believe it or not, enjoyment usually involves money and the spending of such.

I suppose my job hunt adventures could fall under category “b,” but the uncertainty of actually getting something after every prospect is killing me. I have a bottle of Korbel champagne waiting in my fridge. It was originally supposed to be for my acceptance into the JET (Teaching in Japan) program, but being on the indefinite wait-list has let the alcohol age indefinitely. I bet that on the day I finally get a job offer, the JET program will call up and say that an opening has freed up for me, in which case I will proceed to smash the bottle of champagne over my head and go on an angry Korbel rampage.

Undoubtedly more important than the monetary component of a new job is that I need to meet and interact with people. It’s that simple. I fricking love my hometown of Medfield, Massachusetts, but it’s like grandparents– you won’t be hanging out after 6 p.m. I would meet up with my high school friends, but they’re off doing their own things, whether it be jobs or grad school. And visiting them (especially NYC dwelling pals) really burns a hole in the wallet. See the pickle I’m in?

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Music-Video Resume

Problem: I wrote too many cover letters. After awhile, I wondered if anyone was actually reading them or just crumpling them up into little paper basketballs. I’m assuming it was the latter, because I did get relatively creative with my prose in several of the applications. Creative enough at least to maybe–just maybe–get a human (not automated) email response letting me know my application was received. But no, my thirty-minute generated prose was probably scrunched into a ball and deflected off the wastebasket rim like my hopes (and odds) of scoring a job.

Solution: I made a Musical Cover Letter / Resume!

I remember hearing somewhere that if you want to get noticed, make a music video. I also remember reading about some guy who got hired for a company because he designed a whole website dedicated to why the corporation should hire him. Essentially, he was applying for the job in a unique, creative way that illustrates what he can do for the company. It’s really two messages rolled up in creativity. So I was inspired by both ideas and made a music video resume. I tried to balance professionalism with humor (it’s basically how I operate anyway) with what I know how to do (write a fairly decent tune).

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