Spring into Fall

            I took one step outside my door this morning and was immediately greeted by a frigid gush of wind. The trees around me are losing their emerald green lush as their leaves fade to a rusty orange and golden yellow. Now that it is deep into October, the temperature is finally cooling down, and it truly feels like fall is upon us. This season has many unique and inviting characteristics that make it one of my favorite times of the year. The first ideas that come to mind when I imagine fall are apple picking, cider, hayrides, corn mazes, pumpkins, sweater weather, Halloween, Thanksgiving, and of course, football season (Go Dawgs!).  As a fall-enthusiast, I appreciate all of the fall-themed decorations, ideas, and items businesses are introducing during this time. In fact, seasonal changes are great opportunities for brands and stores to pursue business goals with new marketing strategies.

            Launching seasonal campaigns can add value by giving a company a fresh look and feel and enhancing a brand’s personality. In addition, these types of campaigns can increase sales during slower months. All different types of businesses can update their marketing tactics to reflect the change in season. For example, restaurants can create special dishes with foods that are in season and retailers can inspire a seasonal wardrobe with appropriate clothing items and color-themes.

            One seasonal brand change I have witnessed is Starbuck’s special beverage offerings, including the iconic Pumpkin Spice Latte, Salted Caramel Mocha, and Toasted Graham Latte. They also change the design of their cups during this season. Starbucks does an amazing job with creating buzz around their seasonal changes, and encourages customers to try their limited-time product offerings. The excitement Starbucks generates in fall creates brand momentum and leads to higher sales in the fall and following months.

            While seasonal branding has many potential benefits, businesses have to be wary of going too far. Changing too much, too quickly can confuse consumers. Adding seasonal elements to a brand’s website may make the site more difficult to navigate or understand, thus aggravating consumers. Brands should avoid significantly altering a logo for seasonal purposes so that it is completely unrecognizable. Season-themed additions are enticing and advantageous, and as long as changes are executed strategically, customers will likely respond positively.

Words from the Wise

             “What do I want to do with my life?” I frequently ponder this question as I try to plan my “picture-perfect” life after college. However, I’ve realized that planning out my life and career goals to a tee isn’t only unnecessary, but is also impractical. In my experience, plans rarely go as expected. There are always unforeseen twists and turns that require quick adjustments and flexibility. It’s more beneficial to keep an open mind and explore all possible options and opportunities I encounter.

            During the SuperNova South conference in Atlanta this past weekend, I listened to and spoke with over twenty marketing professionals who immediately cast away all of my doubts. They each recounted their college and first job experiences and reiterated how different their intentions were then than they are now. Some of the speakers never used their major; others took jobs right out of college that are completely unrelated to their current occupation. Moral of the story, there is no “cookie-cutter” path or method for reaching your ideal career goal. This is especially reassuring for hundreds of college students like myself, who haven’t decided on a distinct career path. The speakers at this conference gave such insightful advice for aspiring marketers. Five ideas really stood out to me.

          1.     If you want to be the noun, do the verb.

If you want to be a writer, write. If you want to be a graphic designer, design graphics. In the real world, people respond to someone who has done something and has work to show for it. In the creative world especially, it is important to create and maintain a portfolio to showcase yourself and what you are capable of.

          2.     Leave it better than you found it.

When you first accept a new job, it takes more than six months to become adjusted to it. The entire first year of a new job is just getting going and figuring out the ropes of everything. The second and third years of a job is excelling. Therefore, don’t leave a job right after being hired. Not only is it a pain for your boss to find a replacement, but you could also miss a great opportunity if you walk away too soon. Be patient and work hard to improve the company so it will be better than when you first joined.

          3.     You can do anything, but you can’t do everything.

You are only one person; don’t spread yourself out too thin. Think about what actions will make the biggest impact on the business and pursue that one initiative. It is much better to invest a lot of time and perform one task very well. Adopt a quick win strategy by focusing on a two to four week project at a time. By completing a lot of quick projects, you can gain momentum.

          4.     Only thing constant is change.

The world of marketing is ever changing. Business is an extremely fast-paced environment, and it is crucial to stay up to speed on everything occurring in the business climate in order to be successful. You don’t want to be left behind, so stay informed, flexible, and ready to enact changes when necessary.

          5.     Passion sells.

Passion is key to marketers. You must understand how to connect with people on an emotional level to achieve your objectives. Consumers are more likely to do business with people they can relate to, like, and trust. Similarly, passion should be your driving force in your career efforts. You want to have a job that you would do for free. So look at job descriptions and note the key qualities and skills they require. Follow your own passions to discover what career path is the best fit for you.

Campus Marketing Insights from a College Student

As a third-year student, I always feel pressed for time trying to balance my busy schedule filled with classes, homework, and studying with my health and social life. At times it may seem impossible to allocate enough time to all three of these categories. Because of my constant time crunch, whenever I’m on campus I usually close myself off to outside influences and stick to my own plan. I try to ignore all of the companies, clubs, and other organizations that promote themselves on campus because I don’t have the time to spare. But the second I spot free giveaways like food or t-shirts, somehow I can find the time to divert from my hectic schedule and check out what the organization has to say. This is the weakness of college students. There is a lot of truth in the stereotype of the typical “broke” college student with a stretched budget. Between paying for rent, utilities, groceries, textbooks, and other amenities, college students are always looking to get the biggest “bang for their buck”, without spending too much. 

College students have unique qualities as a target segment. The most successful method I have witnessed of attracting this segment is providing an incentive. Whether the incentive is a free t-shirt, food, trial, or discount, the offer is bound to make students pause and listen. Another characteristic of college students marketers must take into account is their preference for mobile devices. With such active schedules students are constantly on the go. As a result, mobile strategies are the best ways to reach college students.

I recently discovered two mobile applications that successfully incorporated these two marketing strategies. Hooked is an app that offers its users discounts and deals to various local restaurants. Pocket points is an app that gives students awards for not using their cell phones during class. Students can then “cash in” the points they earn for discounts and free items at local and online businesses. These apps present great marketing opportunities for local businesses. The apps provide massive exposure for their company to thousands of students who may have never expressed interest without the app.