Rosita, Rosita, Rosita!

 

For my thought leader assignment in my  Fundamentals of Leadership course, I chose to study the one and only Rosita Hall. I was immediately drawn to Rosita, who is incredibly enthusiastic, motivational, and dedicated to the art of public speaking and empowering others to lead. I had the opportunity to listen to Rosita speak at the TRANSFORM leadership conference held at St. Lawrence College this past fall.

I have learned so much from Rosita Hall already. One of the thing’s that really struck me during her talk was how to walk in your authentic truth, grace and power. Rosita believes full heartedly in embracing and understanding  your talents Rosita Halland graces as an individual, and teaches others how to draw them out from hiding. Rosita believes that our souls will die if we choose to become something that we are not already authentically.

One thing I still hope to learn from Rosita is how to build your tribe and understand what it means to grow where you are planted. Rosita believes that when you capture a person’s heart, you capture the person. Rosita says the best way to be open to people is to be open to yourself. The best way for this to be accomplished is to maintain as sense of vulnerability. Rosita encourages us to look deep within ourselves to conquer fear. Rosita believes the best way to motivate your tribe is to let them know you are there and unlock the visceral connection between people.

Rosita Hall has published two novels. For more information on Rosita check out her Facebook page.  I look forward to learning more about Rosita’s leadership journey. In the words of Rosita “simply put, people want to live, love, learn, laugh and leave a legacy. Leaders help them do that!”.

 

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Do the Dollars Define You?

Every-day people are faced with the choice, or the necessity to spend their money. Money makes the world go round. As innocuous as it sounds, prodigious amounts of monies are spent within seconds of every day across the globe. With this in mind, what drives the insatiable need to have and consume?

During a class field trip to Chapters, our class was challenged to observe the rationale behind everyday consumer behaviour in a hands-on setting. Our task was to pick and observe one target consumer within a specific age range and record our findings on their behavioral responses, and interactions with various consumer products.

For my target consumer, I chose to observe a senior by the name of Elaine.  Elaine appeared to be in her mid-seventies. She was alone and presumably single as she did not wear a wedding ring. She spent a large amount of time in the magazine stands which I took to mean she had free money to spend. Elaine seemed to be a creature of comfort and wore track pants, wide set New Balance shoes, and a bulky sweater.

I was motivated to choose this specific consumer because I felt she had a story to tell. Elaine gravitated to magazines that featured animals; she spent time looking at Easter cards, and plush throw blankets. She carried herself in a very uncomfortable way, and I wanted to know why.

The magazine I purchased- entitled World of Animals–  directly pertains to the ideal self of my target consumer. My target is clearly experiencing the isolating effects of aging and is attempting to compensate by aligning herself with traditional ideals of belonging and self-purpose through her love and care of nature. Elaine aspires to be surrounded by life and to feel connected to nature. She also feels a moral responsibility to be a steward of her environment.

I know Elaine finds the World of Animals magazine interesting because she purchased a copy of it. Although I felt I understood Elaine relatively well by observing her actions from a distance, I was stricken with the degree of empathy she must possess in order to be susceptible to the advertisements within the magazine.panda

The first advertisement I chose to focus on in the magazine was that of a World of Animal’s subscription offer. I believe this advertisement would resonate with my target because it would be financially advantageous for her.

The second advertisement I chose for my target consumer was an ad for Pandas International. I chose this ad because I feel that it directly aligns with Elaine’s core values.

My target consumer falls into the category of a personalised consumer. She seeks meaningful connections and a sense of community  which she experiences through good customer service. I had the opportunity to observe this as she spoke with two different employees who addressed her by name- demonstrating her brand loyalty- as they checked in on her shopping experience. Elaine’s purpose for shopping can be attributed to her desire for interpersonal attractions, as well as the fact that her behaviour also reflects that she could be considered that of a recreational shopper.

It is staggering to learn the amount of information one can learn from simply analysing someones purchasing happens. With a rapidly developing global population, and new emerging market’s, consumer behaviour and its insights will only continue to garner investment by international companies looking to increase their market share.

What do boobs, strollers, and Mars missions have in common?

Over the course of the semester in my advertising class at St. Lawrence College, we have examined the importance of client relationships, creative consistency and the confines of working in particular product columns. Despite the varied needs of clients and their products, thoughtful advertising strategies allow for a greater latitude of creativity as they require a great deal of innovation in order to be successful.

In an article by The Glob and Mail, Canada’s advertising leaders share their thoughts on some of the most successful advertisements of 2016. Among them included ManBoobs4Boobs developed by agency David Buenos Aires in collaboration with their client MACMA Argentina. The advertisement experienced 48 million views online within the first week of its’ launch.  I found this ad played well in a trend that has really been highlighted this past year. The need to go viral. In addition to being informative it made a point to highlight the challenges of associated with censorship of the female nipple in relation to breast cancer awareness and self examination, and the understated fact that men can get breast cancer as well.

Another one of my favourite commercials from the Globe’s selection was The Contour Baby Stroller Test-Ride and the ‘Field Trip to Mars’. Both of which are two very different commercials, but both still found a way, despite being in niche product columns to do something very innovative with their approaches.

Using a humour appeal strategy isn’t always advisable ,and can get old quite quickly, however what I enjoyed most about the test-ride idea was that it added a dimension to the purchasing process, that until now, was probably a very superficial after-thought in the minds of most parents. Especially as they begin covering the corners of their home furniture and aggressively researching the safety ratings of everything from car seats, cribs, and minivans. Was this baby stroller comfortable? Genius!

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The Field trip to Mars brought to life the importance of showing vs. telling, and the incorporation of entertainment rather than specifically targeted messaging. While watching the advertisement, I wasn’t fully aware of what it was about until the end, but I was along for the ride the whole time.

In a world where digital and online interactive advertisements are increasingly becoming the future of advertising. Advertisers need to start vying for consumers attention in ways never needed to before, as mobile advertising and smart phone penetration continue to rise, and staunchly compete with the shrinking attention span of the everyday consumer. The importance of an effective appeal strategy has never been more relevant.

You want me to what? Blog?

Writing takes many forms, but none as undervalued as the everyday blog. Today I will be reflecting upon my own personal writing experiences, and why I think blogging is essential for any aspiring or current marketer.

My first thoughts on blogging were that it was some sort of arcane practice perpetuated by needy emotional teens of the early millennium. Given the undying nature of the internet, I had assumed that all popular blogs were relics of a previously departed era, and that they had been later replaced by present day social media.  If you had asked me six months ago to write a blog my first instinct would have been to laugh, and then to promptly ask you why you were trying to make me into a cliché. Little did I realize, that blogs are more than just alive and well… they were relevant!

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During my time at SLC I have noted that in the field of communications writing succinctly and clearly is the primary focus. For this reason, I am currently challenged to drive my points across as clearly as possible in the shortest possible way. I find this style of writing unnatural, because in my past academic experience we were always focused on expanding and reading beyond the words of a philosophers rather than communicating basic points.

My past experiences as a writer have included article wiring, short stories, essays, and most recently blog posts. I find blog posts to be the most challenging out of all the forms of writing I’ve experienced in the past. The most challenging aspect of blog writing is determining who your audience will be.

I believe that writing in public forum, if done correctly, is a privilege. Most often writers who do so are not only writing to their intended audiences, but are also writing to their peers. Blogging is an essential tool to develop our writing skills, and further enhances our employability. Blogging is an excellent way to add experience to your professional resumes.

I believe that writing in public forum is a challenge to innovate and excite your audience. It can prove that you are a leader in your field by demonstrating you are on the cutting edge of your practice. I look forward to honing my skills on this particular skill set, and encouraging my peer to do the same!

About

My name is Benjamin Lawrence; I am an Advertising Marketing and Communications Management student at St. Lawrence College in Kingston Ontario. Currently, I am studying marketing and communications elements such as creative planning and media buying, direct response and digital advertising, content development, including blogging and video production.

In the past few short months at SLC, a lot has changed for me. Every day I am faced with a new opportunity to meet new people and challenge myself in unique ways. I am consistently balancing getting my assignments handed in on time, planning my meals, or developing my newly emerging personal brand.

St. Lawrence college has equipped me with a hands on approach to identifying and resolving business related problems. I am confident that my time over the next three years will only continue to evolve my abilities in integrated marketing communications, and give me the tools to be successful.