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20-Something Marketing Marketer

Posted On: 2005-07-28Length: 17:00

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Hey there everybody, my name is Jared Degnan. Welcome to the 20-something marketing podcast. I am a 20-something marketer in Washington DC working for an unnamed association, and you know what, you are listening to the 20-something marketing forum. Thanks so much for tuning in. Just as quick introduction, as I mentioned, I am doing this podcast as a way to connect with all the great 20-something marketers out there like myself. I want to try to make this a fund podcast, I want to make this a quick-moving podcast, and most importantly, I want to make this an interactive forum. I really want to make sure that we include everybody into this forum, so if you have any suggestions, ideas, questions, stories, whatever, why don't you go ahead and check me out on the web at marketingforum.blogspot.com. That's marketingforum.blogspot.com and there you'll have links to email me, send me information. You can also call my land line at 202-659-1258, that number again is 202-659-1258. And now onto the show.

I'm going to try to keep this as quick and tight as possible, tight like a tiger. So I'm going to quickly head off with the first part of my show which is affectionately going to be termed, "the monologue." So, what is a 20-something marketer and why the hell should they have their own podcast? Well, the answer is really simple, really. First and foremost, we share a lot of really cool things in common. First of all we're just out of college, and you know what, we're pretty idealistic. So that makes us a very interesting breed of people. We've come of age in an age where we have multiple channels, we have multiple ways of reaching our audiences, and we have a lot of great ideas out there.

The second of which is, as I mentioned, we came of age at a very interesting time. We have a lot of, a keen awareness of how to reach people in the digital era, i.e. podcasts. So I thought it would be a great way to get everybody together and energize a great new podcast that would speak directly to the 20-something marketing audiences. Now the question that you might ask is, why do we need our own marketing podcast? Specifically because there are so many great podcasts out there, like Thasion Marketing, the Social Customer Manifesto as well as the Cubicle Escape podcasts, so why do we need our own? Well, the other side to the coin of being a 20-something marketer is we also have some very interesting challenges. First and foremost, it's a tough job market out there, no matter where you are. Second of all, when you pitch your ideas as a 20-something marketer you're almost at a disadvantage because you are, usually the bottom rung on the totem pole, so what I really wanted to do is create a podcast that talked specifically to the challenges that we have, specifically talking about what's the best way to upward manage your boss. How is the best way to pitch your idea to your company, and most importantly, how can you position yourself in this hyper-competitive marketplace. I think it's a lot of really exciting elements to be put together, and its exciting to be a 20-something marketer.

Just back to my whole issue of marketing idealism, when you look out on the landscape of marketing podcasts, you see a lot of devotion of marketing as a science, but not so much as an art. And to me marketing is an art form. You take a look at a painting, you take a look at a movie, you take a listen to a piece of classical music, and what do you see there? Well, very plainly, you're seeing some artist that is trying to influence you. It's trying to communicate with you. Trying to communicate some sort of message. You take a look at that, what is it? It's marketing. And to me that's truly what marketing is. I mean, as kids we all thought, ok, we're going to be the next advertising maven. We want to go out there and we want to make the cool commercials, and we want to make sure that we are the best salespeople that we can be. And then we get into college and subsequently we find out that it's just a little bit more complicated than that. So, really, what we're talking about here is bringing back this degree of art to marketing. Value add marketing. Different channels. Making it interesting. Pepping it up a little bit. And as 20-something marketers, we are the next vanguard of marketers in this nation. And we are going to help carry commerce forward into the new century. And I know that sounds a little bit prosaic, and that sounds really almost a little bit dorky, but I really do believe in what I'm saying, and I hope that we'll be able to get a great discussion going here sometimes.

By the way, I really do like people who disagree with me, so if you think that if anything in my podcast is wrong, if you think that I have a wrong idea, if you don't like the tone of my voice, call me, email me, write me. Let me know what you think about this. More than likely you'll be wrong, but I would love to be able to argue with you. I think it's a great way of starting discussion, I think it's a great way of learning from each other. So, as we come to the end of the monologue, I just want to say one thing, we are 20-something marketers and we are saving the world one marketing campaign at a time.

Yeah, I have no clue where the sports analogies are coming from, because I really don't like sports that much. Well, maybe for hockey and a little bit of baseball. But anyway, let's go on to the new section of the segment. Direct from the headlines as Regan Fox would say, of Advertising Age. Let's take a look at what's going on right now. Well, McDonald's is actually celebrating its 50th anniversary and the ad mavens have come out in force. Leo Burnett, as well as a couple of the other online, or sorry, big, advertising agencies have taken out full-page ads in Ad Age to celebrate. I think what's so interesting about McDonald's is that they have become this great icon of American culture. In fact, on a recent trip to an unnamed foreign country, the tour guide turned around and said, ok on your left you'll see the American embassy, turning around and we went to go see, thinking we were going to see this fantastic embassy, and we turn around and there was a McDonald's.

What else is in news? Mars is in the news again. A couple of weeks ago Mars came out and said that they were going to be opening a Starbucks-esque concept where people could go in and actually buy a plate of chocolates and sit down ad enjoy their meal just like they would in a regular Starbucks. Very chic, very hip. But this week Mars has just announced that they are, chocolate of course, is good for you. The Washington Post is reporting that Mars says that chocolate has medicinal qualities to it. Now, as a marketing podcaster in a marketing forum, and I'm doing marketing news, I can't help but comment on this story. Mars funded a research study in Lucerne, Switzerland to find out, extending their product line into pharmaceuticals. Quote Marlene Machut, which is a spokesperson for Mars, "we now know that we have some intellectual property that pharmaceutical companies are interested in." Now Mars, I'll tell you what, if you can do a product line extension featuring your candy bars, I will be hooked in a second. Gimme it. It'll be crack. I will lobby for it to be legalized. It will sell like nothing else before. Screw medical marijuana, I want medical Mars bars.

What's next in news? Let's see. Burger King's back in the news again. For those of you who love subservient chicken. Now there's www.coqroq.com. That's c-o-q-r-o-q.com. And it features a bunch of, what I can tell is over-the-hill rockers who are trying to rock out to chicken porn as much as I can see. But they're advertising these chicken strip fry things. Now I happen to love Burger King because they do such a fantastic job, and their advertising company has come up with some really fantastic concepts. So, kudos to them on that one. But the question is, where the hell is this fetish with chicken going on? I mean, Perdue had nothing on these guys. It's really an interesting site and I would definitely urge you guys to look into it.

Let's see, what else is in the news for marketing? Oh yeah! Coca-Cola. Coca-Cola just switched management and its trying to widen it's appeal by searching for global campaign ideas. It's currently petitioning eight agencies to create ideas that are going to become a part of its global integrated marketing campaign. So we'll see what comes out of there. I know Ogilvy, Dorland Cameron, Publicis out of Paris, Wieden and Kennedy and I think (?) are also going to be in the running for that, so stay tuned and I'll report to you as soon as I hear anything on that one. I'll give you my whole spiel on why I think corporate marketing is just absolutely hilarious.

Now I realize I'm not giving you guys too much content right now, but a lot of commentary. So I apologize about that. What I can tell you though, is that we are going to have a lot of fun stuff. I've got some guests lined up in the next couple of weeks, as well as integrating your stories and your experiences into the podcast. So stay tuned for that. Also again, please go visit marketingforum.blogspot.com. Let me know what you think, if you guys want to comment on any of these ad campaigns, and how these guys are reaching out and extending their products to reach the new marketplace, then let me know. That is probably going to be it for news right now.

We have two more segments that I'm usually going to do. The first of which is going to be marketingplace/crap of the week. This is where I kind of highlight my favorites in marketing for the week. My marketingplace/crap of the week goes to the Democrats, actually, in their response to the nomination of Judge Roberts. Now, as I might have mentioned, I'm actually broadcasting from Washington DC, but I work for an association in a for-profit capacity, so I'm not that political. But I do love to comment on political marketing. As you might have known a couple of weeks ago, the democrats launched a brand new website, revamped www.democrats.org, and they are trying to reach out and gather more of a mainstream base, as well as boost their grass roots marketing campaigns.

As you know Howard Dean is now the D&C Chair, and one of the first things he did, actually it's cute, he took this great idea called democratic victory bonds. Essentially you by one of them or you have your credit card charge for them on a monthly basis and it contributes to a campaign fund, and I think that's a great way of doing it, because I've probably already forgotten to cancel mine by now. But, based off of that, you take a look at what's really going on right now. You have the centrist democrats, like Hilary Clinton, and then you have these special interest groups like Meeting.org who really are marketing-focused entities and they are going head to head trying to argue that Judge Roberts is a bad choice for the Supreme Court. Now I really have to take my hat off to the Bush administration on this, because they really did a fantastic job. They picked a filibuster-proof nominee, and I think that their message that they have been sending out into the world has been absolutely incredible. This guy is very low key, he's not in your face like most of the things that Bush does. And I think that the democrats have handled it pretty well. You heard all of these great stories on the news about how the democrats were going to mobilize and take up arms against whoever Bush nominated. But you really haven't seen that. You've seen a very quiet reserved response. And, as opposed to a lot of people who might say that the democrats should be fighting back more, I think that's, from marketing standards, that's not a good idea. I think that they have done a good job of not rolling over and playing dead, but by tempering their message, they've been very, very cautious about the way they have approached putting their message out about this, because they know that if they enter a decision on this guy early on, it's going to be spun by the liberal groups like Meeting.org into some crazy thing that's going to really hurt them in the end. I think that one of the, my favorite things about being in Washington is that I can comment on things like this, because I'm outside the political establishment. So I definitely want to kind of like report on what goes on and the different campaigns that are being launched by both the democrats and the republicans, as well as the independents in terms of how they're reaching their constituents and how they're playing into the hands of some of the marketing audience. As I mentioned, I'm very, very interested in different channels that they use, and I think that once you take a look really closely at some of the political marketing that's going on right now, I think that it's leading the vanguard of social change for the way that marketers are actually going to communicate with their customers in the future. And the reason why I say this, is take a look at what happened with the blogs and the podcasts. These were all the domain of political pundits before they actually became more mainstream and are now being looked at by a lot of corporations as a way to communicate with their clients. And I think that it has nothing to do with the fact that corporations are becoming more politically charged, or they need the special interest groups. But I do think that as a medium, podcasting, the Internet that has been pioneered by the R&C and the D&C, really is going to be something interesting to watch. So that actually wraps up the marketing/crap of the week for this week.

And also I was going to roll into my 20-something Super Stars, which is the section of the show where I will be interviewing people and talking about stories from 20-something marketers and ways they are changing the world. But seeing as this is my first podcast, I really don't think I'm going to be able to do this. So instead, I'm going to encourage you guys to write in, email me. Talk about what it's like being a 20-something marketer. Have you tried to pitch an idea to your boss that's been kicked to the curb? Do you have a great idea that you're implementing currently? What lessons have you learned? We've got to learn from each other guys, because it's only that way that we're truly going to conquer the world. Now, I'm going to try to report as much as possible on what I do and let you in on my life, but I can only do so much. But as long as you guys are going to be writing into me, I want to put out a couple of quick rules for this.

First of all, we're going to abide by the law of ambiguities here. I definitely want to know what you do, and I definitely want to know what type of organization you work for. But don't do anything stupid like out your boss. Yeah. That's just plain common sense here people. Don't go on the air and say, oh well, my boss is such an idiot and blah-blah so and so, you might find yourself out of a job and you're on the street corner thinking, gee, I didn't expect that.

Oh yeah, that brings me to my second rule here. Don't ever, ever, ever take yourself too seriously on this show. I want this to be as fun as humanly possible. And I want you to really enjoy being a 20-something marketer like I do. So, as much as I might want to be serious, if you ever catch me being too serious, please call me out on it. Say, Jared, you promised you wouldn't do this. I'm going to come over and spank you. Ok, so maybe you're not going to spank me, but you get my drift. Anyway, I think that actually comes to the conclusion of our show for this week. Thank you so much for listening, and I hope you'll listen in next time. We'll have some great new guests, we'll have some great new features and hopefully I'll learn how to work this audio contraption called Garage Bin so I can add in some more effects instead of just doing stupid clips from Monty Python. So until then, marketing friends just remember: you got to go out there, you've got to be a 20-something marketer, and you've got to change the world, one marketing campaign at a time. Oh damn! I almost forgot. Please check me out online, marketingforum.blogspot.com or email me at jsdwdc@yahoo.com. Until that time folks, see you on the flipside.

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