Groupon: Not every thing it's cut out to be...article www.avizagroup.com/letstalk. Tell me your opinion.

See my new article @www.avizagroup.com/letstalk
Screw ups and typos. please comment!

My article on How to handle typos once it is posted.
Go to: avizagroup.com/letstalk

I made a BOO BOO on my last post at www.avizagroup/letstalk

I am taking an unofficial survey. What do you think big co. or small co. first job. Your comments please. go to www.avizagroup.com/letstalk

Groupon an incredible business model, as an advertiser you give away 50% of your average cost, then you split 50/50, so you make 25%. Yeah!

How can it be the largest group on the internet is the 55 + crowd. But only 20% are posting. Maybe they are grabbing all those Groupon deals

Beware! I went on a 4 mo sabattical from posting.
It cost me a serious drop in ranking. What a mistake that was never again. Be careful.

Have you ever made a mistake? I mean a big one. Did you try to hide? Or come clean early an admit it. What's the worst, you'll get fired

Check out why advertising is a great career choice. 10 is my favorite. Would love to hear comments. Go to www.avizagroup.com/letstalk

New article on the crazy advertising business and why it's a great career choice. Go to www.avizagroup.com/letstalk. Please comment!

Want a job in advertising? College graduate or advting student. Check out my blog. See 2 articles
that can help. www.avizagroup.com/letstalk

Cliche 10 "You just can't wait to know" what my last cliche is. Now that is a big lie. You don't give a...
Your wish is granted. The end.

Cliche #9 When you meet an old friend or co-worker.
"Lets do lunch". Another fat lie. You don't do lunch you have lunch. It's just an excuse

Cliche#8 When corporations do a take over. "Nothing will change" That's BS and you know it. It's a lie.
You need to add another word "until"

Cliche #7 (One of my favorites) Nothing for nothing.
That's got to be an untruth. because it means nothing. It's just words.

Cliche #6 "Rules are meant to be broken" Really. Then what is a rule anyway? Something that doesn't exist? Its make believe.

Cliche #5 "Thinking outside the box". What box are you talking about? The truth, thinking ahead is more of a straight line. Forget the box.

We missed you last night. The big Marcom holiday party at Mayfair Farms was great.
With about 300 beautiful people in attendance, good food and a lot of buzz at the ad club membership table. I am sure you had a good reason for not attending. But do yourself a favor mark it down for next year as an event not to be missed. It's a great way to jump start the new year. John Howlett

cliche #4 " Everyone has an opinion" Not true some people don't give a poop!

Cliche #3 "first impression is a lasting impression"
Does that mean there is no such thing as a second chance?

Cliche #2 "first to market owns the market" Oh yeah!
Then what happened to Apple computer? They were first with the PC. Today they have 6% ?

Cliche #1 You get what you pay for. I disagree. Did you ever get a bargin or over pay for an item? Only to have it fall apart later. I did.

I am going to disagree today, especially with cliche's-
those trite sayings that have become accepted as truth.

I disagree with Seth Godin's blog today "he is sure Lady Gaga doesn't read his stuff" Then how did she get to be such a great marketer ?

A new article: Want a job? Be more creative in your resume. Standout an grab their attention. See www.avizagroup.com/letstalk

Did I hear it right on CBS Sunday Morning? Groupon Customers split 50/50 with an already discount 50% off coupon. That could hurt your biz.

How to get an advertising job, even before you graduate.

I am actually quite surprised that more students and college graduates that major in advertising or marketing don’t use this simple technique. It’s almost ridiculous to write an article about it.
In fact of all the colleges in America, only one that I know of makes this concept a requirement for graduation. I am sure there are other colleges.
When the question comes up
As a speaker at colleges, I often talk about advertising related topics. The question comes up: “How do I get a job with no”… You know the rest of the sentence.
When this happens I pause, not to intimidate the student, but to get the attention of others who also might want to know the answer.
My answer is simple, one word. Internships.
One tenth of one percent
Throughout my twenty years in advertising, I was seldom approached about internship at my agency. Conservatively, based on all the colleges in my area, I would calculate it to be less than one tenth of one percent. Almost no one ever asked about internships.
Five simple ways to pursue an internship
• Research ten agencies within ten minutes of your home and ask if they hire interns. If yes, inquire when can I come in for an interview?
• Join professional associations. Network, network dude. If you are too shy, maybe you should think about becoming an accountant.
• Ask your college professors about local advertising firms. Many times they freelance for them or at least know the cool ones.
• Identify two or three agencies and choose their worst client. Tactfully, convince the head of the agency how you could make it better. Note: Don’t criticize- his daughter or new son-in-law may have done it.
John’s rules about getting and doing an internship.
DO NOT work for FREE. You’re not an indentured servant. You’re part of the staff, Min wage is OK
Work your booty off even if it’s just twelve weeks. This is work; get your assignments done on time.
Be a total sponge; absorb everything you can from everyone around you. Ask questions, be interested.
Show up on time, or better start 15 mins earlier. No BS excuses about your car. Walk, or run to get there!
Most important when it’s over, ask for a referral. You’d be surprised who they might know.

Some people will do anything to get attention?

I remember it well. It was a large vivid photograph of a young guy. He was down on all fours with his eyes clearly focused on a bunch of pigeons eating the leftovers of someone’s lunch. It appeared to be in a public park with benches in the background.
The caption under the 8 ½ X 11 sheet of paper that the photo was printed on said “I’ll work for crumbs”.
In the upper left corner was the ubiquitous staple holding page two. When I flipped the page, I was surprised and then I smiled. It was a resume, but not your typical resume.
Economy of words
The content was different, short, bulleted and to the point. But best of all: It spoke to some of the things he can do for the company. It was not self-serving as many that you see. For instance, under the standard objectives heading: “I want this or I am seeking a...” That is a mistake I have seen 95% of the time on resumes.
I was very impressed
This kid was smart. Every word was chosen carefully. For good reason, he was looking for a copywriter position. I was impressed. But I didn’t hire him. I just didn’t need another copywriter.
Uber famous ad man David Ogilvy said “An ad does not need to look like an ad” to get attention.
‘not-so-famous ad man John Howlett says” If you want a job in advertising, be creative to get attention. You will leave a lasting impression for the future”.

NJ Certainly Has Talent...AJ Khubani - NJ Biz Article

Finding new channel for retail success

Telebrands CEO keeping firm tuned into buyers’ demands

Monday, October 18, 2010 12:00 AM
By Jared Kaltwasser

A.J. Khubani has built a multimillion-dollar marketing business on a 90 percent failure rate.

The founder, president and CEO of Fairfield-based Telebrands Inc. has made a career out of finding and marketing inexpensive gadgets on television and in retail stores. But the products that become a hit — like AmberVision sunglasses, the Pasta Boat and the Windshield Wonder — are easily outnumbered by the misses: Nine out of 10 products chosen for a test marketing run fall flat.

“I have 27 years of experience,” Khubani said. “You’d think that I would be right more frequently. Sometimes the products I like the most are the ones that fail. And the ones I don’t think are going to make it, like PedEgg, end up being very big.”

Success for Khubani, 50, came quickly. In 1983, he bought an ad in the National Enquirer to sell a $10 portable radio. He broke even, and was hooked.

“It was very exciting to write the ad, place the ad, and then have people actually respond to what you’ve written,” he said. “It feels good. Based on what I wrote, people were sending me money.”

In 1985, Khubani turned a profit. In 1987, he bought his first TV ads.

The next year, Khubani set his sights on selling his top product — AmberVision sunglasses — on retail shelves. “As Seen on TV” was unheard of then, and Khubani’s concept wasn’t well received until he made his pitch to Carteret-based Herman’s Sporting Goods. The buyer was about to say no, too, when his boss walked by and asked what Khubani was selling.

“His boss said, ‘I see it all over TV,’” Khubani said. “‘Give him a test.’”

Herman’s ordered 200 pairs. The glasses flew off shelves and days later, Herman’s ordered 200,000. Other retailers took notice.

These days, Khubani’s the one deciding which products to take a risk on. Inventors flock to Khubani, whose fame has been magnified by his recurring role on Discovery Channel’s “Pitchmen.” He now holds “American Idol”-style Inventors Days, where the most promising of the thousands of submissions he receives annually get five minutes to try to sell the product to Khubani, his wife and a third judge.

Avinandan Mukherjee, marketing professor at Khubani’s alma mater, Montclair State University, said Khubani’s willingness to be the face of his company has benefited Telebrands. “Very few companies have got a CEO as presentable and as active and out there in the media as he is,” Mukherjee said. “He really consciously goes out and does this PR on behalf of his company, and has done it remarkably well.”

Mukherjee said Khubani, who regularly speaks at MSU, freely discusses his successes and failures, including the company’s 2000 filing for Chapter 11 bankruptcy after over-producing what turned out to be an under-selling abdominal exerciser.

Khubani has also lent his name to the New Jersey Ad Club’s “Choose Jersey Talent” campaign, which encourages businesses to hire home-grown talent.

“It’s rare to find somebody who has been so successful who maintains his balance, his approachability and his gracious leadership,” said Daryl Rand, Ad Club board member.

Next month, Khubani will be inducted into the Advertising Hall of Fame of New Jersey. Gary Denburg, an Ad Club board member and past president, said Khubani revolutionized direct-response marketing.

“He certainly has redefined it and proved that it can be extremely profitable as well as a successful form of entertainment,” Denburg said.

Lately, business has been booming: Recession-weary retailers are devoting more shelf space to Telebrands’ low-price gadgets, and TV stations — which run Telebrands’ ads for lower rates when they have unsold ad time — have been awash in “remnant” time, quadrupling Telebrands’ ad runs and sending sales on a dramatic upswing. All told, the brand has seen an estimated 80 percent increase in sales since the recession.

Take Steps to Ensure That Your Brand is the One That You Want

by John Lonsdorf, President, R&J Public Relations

When speaking to many marketing people on the subject of branding, I often hear an exasperated response along the lines of, “We don’t do any branding, and as a matter of fact we don’t even have a brand!”

I try to remind them that, of course they have a brand, because a brand is, by definition, a mark of distinction that is representative of how your product is perceived by its intended target audience. Like it or not, every organization and every product out there has a fundamental “brand” in the eyes of its consumers.

Sadly, it may not be the brand they want!

It is important to realize that the branding of your organization is happening, with or without your participation. Perceptions of your brand are being shaped through experience, word of mouth, and every public act undertaken by the organization and its people. Even though you may not be actively shaping the perceptions of your brand in the marketplace, strong (and lasting) perceptions are still being formed.

This begs the question, if you are not actively managing your brand, then who or what is?

If you are not actively shaping and nurturing your intended brand message in the marketplace, then you can be sure it’s being shaped either by consumer scuttlebutt or worse, by your competition. Either way, are you content to let someone or something other than you determine what the marketplace perceives about your organization?

An appropriate (albeit graphic) analogy might be a car hurtling down the highway. The driver has chosen not to drive -- he may be napping or is busy doing something “more important” -- but that does not mean the car will not arrive somewhere – it will – we just don’t know where it will arrive, how suddenly it will get there, or whether we will need a tow truck, an ambulance or a hearse to clean up the mess.

The bottom line is you DO have a brand, and it is essential that you know exactly what your consumers’ perceptions of that brand are. If you are happy with those perceptions, then your next step is to develop a strategy to defend and enhance it. If, however, you need to change your brand perception, a strategic and comprehensive program to move public perception in your favor is in order.

Consider this: Strong brands are sought out by consumers, who are willing to pay a premium for those brands. Studies show that strong brands command price premiums of, on average, 7% over lesser brands. That HAS to be worth the effort!

Let me know what you think. Respond or email me at Jlonsdorf@RandJpr.com.

MEET NEW ADCLUB MEMBERS

Welcome new members:
Ed Mazzella, VP/GM, Franco Zito, Dir. Marketing & Research, Mike Guarasi, Area Sales Dir. &
Sarann Jennings, Dir. of Sales from Comcast Spotlight

Glenn Dolce, President, Ed Parker, Sr. Sales Executive, Ralph Antonelli, Sr. Account Executive
& Eric Dederding, Account Executive from Dolce Printing

Diane Litterer, Executive Dir., Lisa Daly, Program Dir., Diane Liga, Development Dir. &
Rob Lightfoot, Member Services Associate from New Jersey Prevention Network

Glad you have chosen to join us, it has been my pleasure to have worked with Ed and Franco and I look forward to meeting the other new members at upcoming events.

NJ MARCOM SUMMER NETWORKING EVENT

By all accounts Wednesday's networking event was a huge success for all eleven organizations and their members. Great opportunity to meet new business partners, discuss the world of advertising and catch-up with some old friends. Special thanks to Wendy Flanagan, Chairperson of the NJ MarCom Council and Pat Hanley, NJ AdClub for all their hard work.

Met an interesting cross-section of new contacts from Trish the Dish (voice-overs), Anastasia Pleasant (photo editor) and Donna Coney Island (actress); I hope you all join the ad club.

Look forward to seeing everyone at the holiday event.

Upcoming Events Calendar

SEPT. 29, 2010 — Wake-up Call, Niki Fielding, President, Digital Brand Expressions,
"Forecasts for Findability Marketing in 2011." Cosi’s, Rt. 10 East, Livingston, 8-9:30 am

NOV. 17, 2010 — Wake-up Call, Allan Gorman, President, BrandSpa,
"Brand Renewal — Making the Leap from Commonplace to Cool."
Cosi’s, Rt. 10 East, Livingston, 8-9:30 am

DEC. 15, 2010 — Annual MarCom Joint Holiday Networking Party, Mayfair Farms, 481 Eagle Rock Ave., West Orange, 5:30 pm

42nd Annual Jersey Awards

Brushfire Wins Best of Show at 42nd Annual Jersey Awards Celebration

Two hundred and seventy-seven awards were distributed by Fox 5 News and My9 News co-anchor Harry Martin and emcee Herb Barry to agencies, designers and non-profit groups at tonight’s Annual Jersey Awards dinner and exhibition at The Chart House in Weehawken.
Cedar Knolls-based Brushfire Inc. earned Best of Show trophy for its "Shore Store/Fall Store" public relations campaign on behalf of the New Jersey Division of Travel & Tourism, which also won Best of Public Relations. Additionally, Brushfire walked away with Best of Radio trophy for its "Ballad of Red Ball" commercial, for a total of seven awards, including two second and two third-place citations.
Top winner for the evening was S3, Boonton, with 26 awards, including Best of Interactive for its "Mad Man Ads" for Eight O’Clock Coffee as well as 11 first, eight second and six third-place commendations.
For a complete list of winners visit the NJ Ad Club website - www.njadclub.org

AdTalk June 2010

37th Wake-up Call Features
Mobile Marketing with Shira Simmons
Shira Simmons, president and founder of Ping Mobile, addressed an audience eager to learn about marketing on the telephone or "mobile marketing" at the 37th Wake-up Call April 21at Cosi’s in Livington.
Discussing retail marketing, for the most part, she traveled verbally well beyond the avenues most of the audience was accustomed to, using terms like MSS, double opt and MNS. With an IVR or Interactive Voice Response, she said, one is able to purchase tickets, book hotel rooms and request wake-up calls.
Using the process, bank customers can deliver messages, purchase items, open accounts, check existing accounts and wire funds. When asked how camera companies will benefit from mobile marketing, Simmons indicated that distributors are able to deal directly with customers as well.

The process, she said, works for physicians and for pharmacists, insurance companies and trade show operators. She added that successful studies have shown that the process is and can be very effective, especially when ads in large type are strewn across pizza boxes in enormous cities like San Diego.