Month: September 2017

How Using This Sweet Trick Landed Me A Job

By Michael Ortiz de Villate (September 26, 2017)

A Resume in Your Belly

If you haven’t already heard of this guy, you’re about to start praising him for this ingenious idea. He’s known worldwide as the “Donut Guy,” but his real name is Lukas Yla, and he’s a Lithuanian marketing professional. While new to San Francisco, Lukas set out on a quest to get his foot in the door of every ad agency he wanted to work for—literally.

Some may call his strategy brilliant, others may call it desperate. Lukas pretended to be a courier for delivery company Postmates, showing up at his favorite companies armed with a box of pastries from downtown favorite Mr. Holmes Bakehouse. Inside the box? His resume with the headline, “Most resumes end up in trash. Mine—in your belly.” The outcome of his efforts? 10 interviews.

Cover Letters and Cookies

Reading Lukas’ story inspired me to do something similar. I wasn’t going to pretend to be a Postmates delivery courier, but I was going to make my resume and cover letter more savory. Seeing a recent opening for an ad agency I’d applied to several times, I wrote a new cover letter and re-formatted my resume. I printed both out and proceeded to the nearest Publix where I was delighted to find BOGO cookies. Then, I grabbed chocolate chip cookies for the recipient of my application, and heath bar cookies for myself. In case things didn’t go as planned, I figured I could eat my weight in cookies.

Dressed business casual, hair slicked, and heart-pounding, I drove over to my possibly-future workplace. I blasted “Sorry not Sorry” by Demi Lovato to build up my confidence, and it worked. But, once I got to the building and proceeded up to the third floor, I felt my confidence slipping. I walked up to the receptionist, dropped my resume and cover letter with the cookies, then walked out. Within a week, I received an email from the Account Manager thanking me for the cookies and asking for an interview. After that, things quickly proceeded, and I’m now a Social Media Coordinator at Evok Advertising.

During my interview, the VP of Client Service complimented me for my brilliant cookie idea. The only downfall was that, for a while, I was known as “The Cookie Guy”.

By Eileen Roundtree (September 21, 2017)

It’s hard to believe that a week has already passed since Hurricane Irma left a path of destruction through the Florida peninsula. In the days and weeks leading up to Irma’s landfall in the United States, nearly every TV station brought us stories of local companies reacting. For some, this was a great public relations move, offering the opportunity to build goodwill and customer loyalty. For others, it was unwelcome exposure for some egregious decisions. Let’s explore the lessons learned in the aftermath.

The Good

• When the cone of uncertainty began to show a direct path toward Florida, citizens took action. Residents in coastal cities and low-lying areas evacuated to nearby states. JetBlue stepped in to lessen the cost of evacuation with $99 nonstop flights. Though the flights went quickly, they were a great method to build brand loyalty and show compassion.
• Trying to get in contact with family and friends after a hurricane is unpredictable at best. Cell phone carriers, including AT&T, Verizon, Sprint and T-Mobile, waived overage charges for those affected by the storm.  This decision did not go unnoticed by customers.
• In the same vein, Comcast opened free access to more than 137,000 XFinity Wi-Fi hotspots. This decision allowed first responders and residents to communicate despite downed power lines and cell towers.
• Orlando’s Rosen Hotels & Resorts welcomed South Florida evacuees with waived pet fees and distress rates as low as $59 per night. The company also made the cancellation process easy: they provided a peace-of-mind policy for guests who cancel their reservation or seek refunds when a named storm is in effect.

The Bad

Of course, there were some companies that missed the mark on decision-making leading up to and following Hurricane Irma.

• We’ve all seen companies take advantage of customers needs by price gouging. As stores ran out of water, consumers turned to Amazon sellers to order their cases, where they were greeted with $25 price tags.
• Flights out of Florida were at a premium as Hurricane Irma barreled toward the state. Many evacuees struggled to find affordable airfares. In fact, a Delta flight from Miami to Phoenix, which typically ran for $547, was being sold for $3,200!
• Perhaps the most outrageous company decision came from Autoline, a used car dealership in Hallandale Beach, FL near Miami. The company chose to park 47 cars in a parking garage in reserved residents spots. The news spread like wildfire on social media, igniting response from residents who felt the dealership took advantage during the natural disaster. Autoline’s owner is now facing $12,000 in fines and 60 days in jail for using public property for private business.

The Lesson

Hurricane Irma affected so many in Florida and beyond. While many companies chose to show an element of humanity that helped build their reputation, others acted in their own best interest. My hope is that other companies learn from the fallout Autoline has faced — after all, companies that treat customers with care and compassion will reap the reward in the long run.

Share Your Thoughts!

Have an example to contribute to this story? Share it on social media!  #ad2orlando

For Hispanic Heritage Month, Put Your Batteries In

By Karina Ross (September 15, 2017)

Central Florida ranks 2nd in the nation for population growth of Spanish speakers. As such, Hispanic Heritage Month is a great way for us to connect and celebrate the different cultures represented throughout Orlando.

But, who says the opportunity should be limited to a month? Forty percent of Central Florida’s population is of Hispanic ethnicity, and the community saw a 23% growth in Spanish speakers between 2010 and 2015.

Do you have a plan to target or engage this growing demographic? Here are a few tips to help you reach out to Spanish speaking audiences all year round.

Translation isn’t enough.

A popular phrase in Spanish is “ponte las pilas.” The literal translation to this is “put your batteries in.” But colloquially, it really means something more like “get ready to work hard” or “put some more effort in”. This is just one example of a time when running copy through Google Translate isn’t in your best interest.

The clever copy your writers took so long to come up with might lose its meaning when translated to Spanish. The same can be said with puns or jokes. It’s important to translate the overall message rather than doing it word-for-word. Once translated, if the message doesn’t resonate with a Hispanic audience, it is time to rework and rethink your approach for your audience.

Aside from the overall message, there are cultural differences among different communities. In Florida, we’d say “soda” instead of “pop”, or “sub” instead of “hero”. Similarly, different Spanish-speaking countries use different words.

To help recreate an appropriate campaign for Spanish speakers, try running it by other Spanish speakers in your office, or consulting with agencies that specialize in Hispanic marketing. Testing ads and messages will give you the chance to craft a cohesive campaign and get insight into a different market.

Now what?

You’ve got an awesome campaign, all in Spanish, with appropriate cultural references. Great! But, if a primarily Spanish speaker calls into your office, will there be someone on the line to speak with them? Often, companies create wonderful campaigns, but there’s a disconnect once the customer is ready for the next step. To lead a successful campaign, you’ve got to have more than a campaign – you have to have the follow-through. Continuous effort and commitment is needed when marketing to the Hispanic community.

With Florida being the 3rd most Hispanic-populated state, it’s easier than ever to embrace and celebrate Hispanic heritage. Chambers of Commerce, festivals and the growing diverse population in Orlando all offer us rich opportunities to expand how we think through advertising strategies.

Running an ad through Google translate may be a good start, but to reach a Hispanic audience, you have to be ready to “put your batteries in!”

By Karina Ross (September 7, 2017)

While Central Floridians are preparing for the storm at home, it’s easy to become distracted and not prepare for the hurricane at work. To help alleviate some Irma pandemonium, here is a Hurricane Prep Checklist – Agency Edition.

Communicate with Clients

Those outside of the cone of uncertainty may be experiencing a different kind of uncertainty. Project statuses and due dates might be moved around with a natural disaster and it’s important to communicate with clients and alert them on any possible delays. Safety concerns for you and your team and a loss of electricity might delay project timelines. While your world is revolving around Irma, a client out of state may still be focused on the projects on their radar.

Back Up Files

Keep an eye on the clouds in the sky and your files in the cloud. Make sure to backup all your important documents, emails and the like, especially if you might not be able to go into the office and need to work remotely.

Stay Connected

Make sure your team has a way to communicate. Whether it’s sending panicked gifs over Slack or having a copy of everyone’s emergency contact info, it’s a good idea to stay in communication. Knowing where your team is and who to contact if a work emergency occurs outside of, you know, the Irma emergency, is important.

Stock Up

Water may be scarce, but that secret bottle of liquid courage stashed away in your office’s desk drawer is still there. Don’t forget to bring it home with you.

Above all else, stay safe, Orlando!