77 [Useful] Things We Learned In New Orleans

Last month, AMA GVSU attended the American Marketing Association's annual national conference in New Orleans, Louisiana. Here's just a handful of things we learned over the course of the weekend:

1. Don't just be at work for the sake of being at work.
2. Don't share anything that you wouldn't share with your CEO.
3. Ask for feedback before the last minute.
4. Everybody needs to have a LinkedIn profile.
5. Let your work ultimately speak to your experience, not your creative style.
6. Experience studying abroad is good, but being bi-lingual is even better.
7. Networking is more than just connecting on LinkedIn.
8. Always follow up.
9. Digital is relevant.
10. Speak to the consumer when they want to be spoken to.

Let the banner fly...

11. Stay up-to-date: follow sites like @AdAge and @Mashable on Twitter and read the articles.
12. Users spent an average of 500 BILLION minutes on Facebook in March.
13. Do not put phone numbers on billboards.
14. Do not put QR codes on billboards.
15. Do put hashtags, logos, and social media icons on billboards.
16. Don't tweet after 10 pm.
17. Research "geo-fencing."
18. Engagements are "clicks," impressions are "views."
19. Do your research on "Near Field Communication," a chip inside your phone that will soon allow you to tap your devices to advertisements for an interactive experience.
20. Research "augmented reality."

Elizabeth and Brian, current and former Vice Presidents of Finance.

21. iPhones are most effective for QR codes.
22. QR codes are not entirely effective... yet.
23. 60% of the U.S. population owns a smartphone.
24. Less than 30% of smartphones are Android.
25. 83% of Hershey chocolate sales are outside of the United States.
26. Hershey is the leader in U.S. chocolate.
27. About 1/3 (32%) of all Hershey Kisses are sold outside of the U.S., with $100 million in sales in China.
28. The metallic foil wrapper of a Hershey's Kiss is popular in China because it symbolizes good fortune and prosperity.
29. It took 38 years for a majority of the population to adopt the technology of the radio.
30. It took 13 years for a majority of the population to adopt the technology of the television.

And to think it only took me about 2 minutes to adopt beignets into my diet.

31. It took 4 years for a majority of the population to adopt the technology of the Internet.
32. It took 2 years for a majority of the population to adopt the technology of Facebook.
33. It took 35 days for a majority of the population to play Angry Birds.
34. You should know, rather than hope, that your idea is a good one.
35. Marketing is an art and a science.
36. Always go to the consumer for feedback and ideas.
37. With change comes opportunity.
38. The best idea can become the worst idea if not executed correctly.
39. Research, research, research.
40. Always know when your target market is online on social media.

Moo.

41. Give consumers a positive reason to always want more.
42. Find your niche.
43. Set quantifiable (measurable) objectives.
44. Be adaptable and adoptable.
45. Hone your time management skills.
46. Don't simply build relationships; maintain them.
47. Keep track of everything you do.
48. Your resumé should highlight challenges you've faced, responsive actions you took, and the result that occurred.
49. The tone of your resumé should be self-affirming.
50. Add keywords to your resumé.

Your resumé should make you stick out in a crowd.

51. Passions lead to paths.
52. Networking is a 2-way street.
53. Help others before asking for anything in return.
54. When someone asks if you have a blog, do not respond with, "I have a Tinder," or, "Follow me on Tumblr."
55. Be prepared to answer the following questions at all times: "Who are you?" "What do you do?" "Why are you attending this event?"
56. Talk to strangers.
57. Listen better.
58. Look interested.
59. Involve yourself.
60. Stay on topic.

Like, seriously, what is the deal with this cow though?

61. Test your understanding.
62. Be confident.
63. Evaluate the message you are receiving.
64. Neutralize negative feelings.
65. Write notes (about appearance, conversation, career, etc.) about the person on the business card of everyone you meet.
66. If you build it, they will come.
67. Some helpful networking apps include TweetUp, Evernote Hello, Card Muncher, Refresh, LinkedIn Contacts, and Here On Biz.
68. Create Twitter lists.
69. Write a personal message when requesting to connect on LinkedIn.
70. Use a professional headshot on your social media profiles.

You want your audience's undivided attention.

71. Use Bitly for long URLs.
72. Create engaging content.
73. Repost engaging content.
74. Share engaging content.
75. Start a conversation.
76. Respect the opinions of others.
77. Be yourself :)

Chicago Firm Tours Trip Recap

Last Friday, AMA members hopped on a bus and travelled to Chicago to tour the marketing offices of Red Frog Events, Pandora Radio, and Coyote Logistics.

Ashley, Tawwney, and Katie on the bus.

We started off early, leaving downtown Grand Rapids at about 6:30 AM and arriving in the city at 9:30 AM (Chicago Time).

Our first stop was Red Frog Events, famous for hosting the Warrior Dash. Interns Sam and Jackson told us all about their internship experiences with Red Frog, gave us a tour of the office (which included a functioning bar, a conference room with swings instead of seats, and a tree house complete with a slide), and told us about what Red Frog does and how they started. Every member also received snacks, beverages, and a free t-shirt (thanks, Red Frog!).

Ashley, Elizabeth, Kelly, Sarah, and Megan at Red Frog HQ!

After Red Frog, AMA took the bus to our next stop: Coyote Logistics, where we were first fed delicious Potbelly salads and sandwiches before difference staff members introduced themselves and told us a little about what they do with client and carrier operations. Everyone was also given a little Coyote Logistics goodie bag as we headed out.

Our last stop of the day was Pandora Radio's Chicago headquarters, located in the Tribune Tower. There we learned about what Pandora does concerning advertising, client relations, internships, and "The Music Genome Project." Afterwards, members had some free time to shop and explore the city before everyone headed as a group to iCream, a specialty ice cream shop in Chicago that uses liquid nitrogen to freeze their sweet concoctions.

You can see more photos from the trip here.

Detroit Trip Recap!

A fantastic photo of the Windsor Skyline taken by member Skyler Mills.

This past Friday, 35 student members of the American Marketing Association of Grand Valley saddled up and rode out to the Motor City to tour Joe Louis Arena, Team Detroit, Carat Media, and the Detroit Beer Company.

Member Casey Knapp poses in front of the Joe.

Vice President of Membership Sarah Hoppie
smiles on the bus with member Justin Videto.

Using the hashtag #AMADoesDetroit, members were encouraged to live tweet and upload photos to Instagram to document the adventure.

Our first stop was Joe Louis Arena, home of the Detroit Red Wings hockey team. Members were given personal tours of the "forgotten" press box, zamboni gate, super suites, fifth floor storehouse, and even the Legends Club. We even met the Red Wings' marketing managers and asked them questions!

Legends Club Bar. Photo by member Tawwney Sayre.

Bronze statue of the great Delvecchio.

After the Joe Louis Arena tour, members enjoyed lunch at Hockeytown Cafe, in the heart of downtown on Woodward Avenue, across from Comerica Park and next to the historic Fox Theater.

#MarketingFuel at its finest.

President Amanda Jakubowski and member Katie Hutchins at Hockeytown.

After lunch, members split up to attend the final tours of the day. At each tour, members learned about each individual company's marketing strategy, business plan, as well as potential internship opportunities for students. It was an exhausting but educational day of networking, marketing, and fun!

Speaker Bios for 11/21 #RoundTables

Erik Wolenberg, wolenbe1@gmail.com
Marketing and Public Relations at Gilda's Club Grand Rapids, Marketing Committee Member at Young Nonprofit Professionals Network of Grand Rapids

Amber Jones, ajones@familyfutures.net>
Communication and Development Manager Family Futures

Jamie, jamie.tinker.heeringa@gmail.com
Jamie is a Costume Designer by trade and has designed costumes for the
Grand Rapids Ballet in the past as well as other Ballet's.  For the
past few years, Jaime has volunteered with Healthy Child, Healthy
World an organization with a mission to empower parents to take action
and protect their children from harmful chemicals in the world around
us.  She has volunteered at countless schools, churches, and
organizations to share her knowledge and help educate parents in
regards to the toxins in our environment.  In addition to this
organization, Jamie volunteers for NoGMO4Michigan and helps lead the
Grand Rapids Chapter.  She has extensive knowledge in regards to GMOs
(genetically modified organisms) and continues to share that knowledge
and engage with the citizens of Michigan to educate in regards to
healthier choices.  Jamie has a ton of passion and she pours that
passion into helping others and giving back to her community.

Christine Morse, christine@avidmarketing.net 
Avid Marketing LLC

Anne Mendels, Anne.Mendels@wwwinc.com
Talent Acquisition Manager for Wolverine Worldwide, Inc.

Bunmi Parks, bunmi.parks@cascadeng.com
HR Generalist at Cascade Engineering

Jesse Hertstein will be speaking on behalf of Amway. Jesse works in
Corporate Citizenship at Amway and was recognized by GRBJ as one of
the 40 under 40 in 2013.

Influenster #VarsityVoxBox Review

 Hello all, it's Rachel! As a member of Influenster, I'm given complementary products to try out and then review. I'm here today to tell you about these products I tested recently in my Varsity VoxBox.

Kiss & Makeup

I received a free set of these neat Kiss Nail Dress stickers. While they’re fairly easy to apply once you get the hang of it, your nail tips will always be bare from where you have to file away the sticker. The pattern I received was navy with pink polka dots, which I liked. I then made the mistake of applying topcoat, destroying my manicure. Otherwise I’m sure they would have lasted a while, but the glue damages your nails when you take them off. B-

Go Big

I like the New York Color brand a bunch (hello, cheap nail polish). The NYC Big Bold Gloss I received in my box is a nice shimmery pink and looks pretty, but it's not really any better than another brand of generic lip gloss. It does smell strongly of talc parfum (baby powder) though. It also doesn't seem to offer much in terms of SPF or moisturizer. I'd rather use a ChapStick or Vaseline if I had to choose. C+

Win the Day

Clearasil Superfruit Daily Cleanser makes my skin feel ah-mah-zing. It’s got the perfect amount of foamy scrub, and makes your skin feel tingly and fresh without that tight, dry feeling. I could definitely see myself lathering up my beautiful visage with this every morning- it's so refreshing! It gets a grade of A from me.

Sugar High

Airheads Bites. I pretty much demolished the bag of these rainbow goodies in one sitting. They’ve got a great balance of sweet and tart flavor, and they’re surprisingly not tough to chew. If you like Airheads or fruity taffy/gummy candy, these are for you. A-

Fall for Fashion

I used to use laundry pods freshman year when lugging a heavy carton of detergent to and from the laundry room (three flights of stairs in my building) was a no-go. Tide is my favorite brand of laundry soap and now that they come in convenient little pods, I’m pretty excited. Although I believe I prefer the liquid (I feel like I have more control), these handy little pouches definitely do the trick. Because they're pricey, I give Tide PODS an A-.

For coupons and more info on the program, check out www.influenster.com

The Resume Addendum: Adding a Case Study

by Debra Wheatman, Careers Done Write

Do you ever feel like your resume is just telling part of the story? Perhaps you have done a great job of hitting the highlights on your resume, but you want a second document that goes a bit deeper, something that you can bring to the interview. For many occupations, such as consultants, creative directors, or project managers, showcasing three to five case studies in an addendum is the right solution.

What is a Resume Addendum?
An addendum is a document that contains additional information that is not appropriate for the resume. The resume contains the candidate’s top selling points. An addendum may be a closer look at key projects or programs. In cases of programs or projects, a case study is an excellent format for an addendum.

How to Draft a Case Study.
Start the case study with these headline items: Project title, client name, location, and dates. Below it in a summary (paragraph) format include things such as the dollar value of the project, the scope, number of locations, purpose and goal of project, major challenges, action taken, and the ultimate result.  The candidate can sell himself by showcasing the measured results.  Was the project delivered early or under budget?  What was the savings achieved?  What improvement in metrics can the candidate share?  Numbers sell, so including numbers is important.

Why Addendums Are Effective.
The idea is that the candidate grabs the reader’s attention in the resume. After the candidate has that attention and the interview phase (phone or face-to-face) has been reached, the candidate can offer the addendum for a more comprehensive look at his history. The addendum is effective because it enables the reader to absorb the information at the pace of his interest. As the reader is more interested, the candidate feeds additional details. The interview is an indication of greater interest and that is the prime time to share the addendum document.

When you earn the interview for the dream job, be proactive by producing and presenting a resume addendum. The case study addendum is a smart way to expand on your accomplishments.  It also shows that you are organized and have sharp marketing instincts. Don’t wait until you are called for an interview, start building your case study addendum today so you have something to share with the company when the interview stage presents itself.

Debra Wheatman is the president of Careers Done Write and an AMACareer Resource Center contributor. Read more from Debra here or follow her on twitter at @DebraWheatman.

The Yardsticks "more than just a competition"

by Rachel Valice

Grace and Kristina represent GV with their proposal
that focused on the "instant gratification" factor.

GRAND RAPIDS, Mi. - Last night, The Yardsticks annual advertising competition took place in the Ballroom of the City Flats Hotel, in the heart of downtown.

This year's client and sponsor was Bagger Dave's, a beer and burger restaurant. Nearly 20 student groups from Grand Valley, Kendall, Ferris, and even Calvin presented their creative advertising proposals for a chance to have their ideas applied in the real world.

Frank Blossom, an advertising professor in the School of Communications at Grand Valley State University and advisor to the Ad Club, was the emcee for the evening's festivities.

Proposals ranged anywhere from crudely drawn concepts for television spots, to professionally printed poster board advertisements. The highlight of the competition focuses on the strength of the idea over the ability to design.

In a preliminary round, judges narrowed the contenders down to 8 semi-finalists. Those who didn't make the cut were offered markers and sketchpads and encouraged to come up with a new concept on the spot. Two other semi-finalists were chosen from this re-conceptualized group.

Using the hashtag "#theyardsticks," attendees were encouraged to live tweet about the event for the duration of the evening.

After an intense presentation and critique session, judges conferred before announcing the top four finalists.

The winning groups' proposals centered on the ideas of "VOTE FOR DAVE," "Tastefully Engineered," and "Edible Imagination."

Last year's client was Hello West Michigan, a tourism promotion company. The winning students' ads are set to run within the next six months.

Next year's sponsor will be the Amway Grand Hotel.