What is New Jersey known for? I decided to see for myself by plugging in that exact question into a search engine. The result via wiki.answers.com was not that exciting: Jersey tomatoes, corn, the Turnpike, the Sopranos, the Jersey Shore. And yes, the answer was referring to the beautiful coastline of the Jersey shore, not the “The Jersey Shore” MTV show. New Jersey has gotten a bad reputation over the years, but it has taken an extra pummeling this year. Television shows such as “Real Housewives of New Jersey” haven't helped much to improve the state’s image.
Just last week, my local Wal-mart in Turnersville, N.J., made the national news. Some buffoons decided to announce racist remarks via the announcement system. New Jersey continues to get bad press, and quick action needs to take place to revive the state’s image.
Recently released data from The Tax Foundation shows “NJ has the second highest state sales tax rate.” New Jersey also always leads the pack in highest property taxes too. FUN! I believe that when a product, service or image is cycling downward it needs a marketing intervention. New Jersey needs to be rebranded or repositioned into a cool, dynamic, exciting state that its residents can be proud to live within.
Do you remember when Cadillac wasn’t so cool? Or how Buick has tried to reposition itself as a younger, hip carmaker with the use of spokesman Tiger Woods (big, big mistake that has Buick execs kicking themselves).
As a Rowan University adjunct marketing professor and a marketing consultant, I have decided to create a rebranding plan for the state. The key component of developing a positive brand image is to create a feeling with the customers via an experience, logo, name, service. New Jersey needs to first conduct some marketing research as to what its residents would like to showcase as their state brand symbol. (One big problem might be the ongoing debate regarding whether North and South Jersey should be two separate states.)
The elements of repositioning constitute a need to move New Jersey into a more positive light. The definition of repositioning according to Marketing by Lamb, Hair and McDaniel is “changing consumer’s perceptions of a brand in relation to competing brands.” New Jersey’s competing brands are at this point every other state since most have a better image. The current New Jersey motto is “Liberty and Prosperity.” With all the taxes we have had to deal with, I doubt that this motto is being realized by many residents. It is time to take inventory of what New Jersey has to offer, including incredible natural resources, history, industries, educational facilities and cultural (opportunities) and come up with a new focus.
Let’s create a country-wide buzz that causes New Jersey to be “THE” state that everyone in our country wants to live in. Compare it to a hot club that promotes itself and has everyone wanting to be invited. Below are some ideas that New Jersey needs to consider as part of its new marketing plan:
1) No taxes. I can personally guarantee that this will improve the state’s image overnight. Not only that, but we will have people fighting to buy our homes, come shop at our stores and create new businesses.
2) Make Lady Gaga our state spokesperson. She is constantly on the news and has shown in her recent video “Telephone” that she is the master at product placement. Ask her to use New Jersey in her next video, and the free public relations we will get promoting the state will be worth millions of dollars.
3) The state should produce "The Real Houses of the Jersey Shore.” It will showcase the gorgeous shore houses from Cape May to Loveladies and how real citizens enjoy the beaches. The episodes can run on YouTube and be promoted via social media channels.
4) Showcase education – New Jersey has amazing depth in its educational facilities including Princeton, Rowan, Rutgers and Ramapo College of New Jersey. Use successful graduates of these colleges in commercials and in public relations for the state.
New Jersey can be rescued. We can become more than the little sister to New York and Pennsylvania. A little tweaking of New Jersey's image could make us the state "Where Everyone Craves To Live" or the state where "Beauty, Culture, Liberty and Prosperity Collide." It's just a marketing and public relations plan away!
Tuesday, March 30, 2010
Friday, February 26, 2010
KYW Newsradio interview on Marketing of Tiger Woods
http://www.kyw1060.com/Expert-Says-Tiger-s-Apology-is-Halfway-to-Recovery/6401682
Newsradio
E-Mail StoryPrint StoryShareThisText Size: A A A Email Story
Posted: Friday, 19 February 2010 3:27PM
Expert Says Tiger Woods' Apology is Only Halfway to Career Recovery
by KYW's Karin Phillips
A local marketing expert says Friday's public apology by Tiger Woods was a smart move and, if he behaves himself, the golf great could even get his sponsorships back.
Tiger Woods Apology -- The Full Story
Jennifer Regina, an adjunct professor of marketing at Rowan University, says that Woods is doing -- or needs to do -- a four step program to get his career and image back on track.
First, she says, fix the problem, which he's doing with his sex therapy. Second, apologize, which we've seen (above). Third, disappear for a while, and rebuild his image.
"And, of course, stay in golf, whether it's donating time with children or his foundations. That will bring some of the respect back."
Regina believes that Tiger's image could recover. After all, she says, Britney Spears recently got her Candies shoe sponsorship back after she shaved her head and attacked
Newsradio
E-Mail StoryPrint StoryShareThisText Size: A A A Email Story
Posted: Friday, 19 February 2010 3:27PM
Expert Says Tiger Woods' Apology is Only Halfway to Career Recovery
by KYW's Karin Phillips
A local marketing expert says Friday's public apology by Tiger Woods was a smart move and, if he behaves himself, the golf great could even get his sponsorships back.
Tiger Woods Apology -- The Full Story
Jennifer Regina, an adjunct professor of marketing at Rowan University, says that Woods is doing -- or needs to do -- a four step program to get his career and image back on track.
First, she says, fix the problem, which he's doing with his sex therapy. Second, apologize, which we've seen (above). Third, disappear for a while, and rebuild his image.
"And, of course, stay in golf, whether it's donating time with children or his foundations. That will bring some of the respect back."
Regina believes that Tiger's image could recover. After all, she says, Britney Spears recently got her Candies shoe sponsorship back after she shaved her head and attacked
Friday, January 29, 2010
Sunday, January 17, 2010
Time Versus Things
In the last decade more and more companies have been successful in providing services to allow parents to free up their precious time from duties/errands. Services such as home delivery dry cleaning, maids, nannies, and lawn care companies have exploded in suburban markets. The idea is to use these services to free up time to spend hopefully with your family or loved ones.
The trend that I am noticing is that using these services has become addictive in the sense that EVERY duty is being hired out. I recently read an article about companies that will now teach your child how to ride a bike, or how do homework or just about anything that involves parental/child interaction. If we don't participate in these with our kids are we not developing any type of memories on an emotional level?
Someone who I have the highest admiration and respect for recently asked me what I remember most about my childhood: emotions/memories or things. Although I have a memory or two about a unique gift (such as the Christmas I got Intellivision), overall I remember the time I shared with my family the most. I was brought up by parents who believed that time was more important than things. They would spend their time just playing board games, kicking a soccer ball, doing art projects, making up games such as "Monster on the Sofa". This complicated game consisted of my brother and I using pillows to take out the Monster (aka my Dad) on the floor and run to the safe-house which was a chair across the room. I also clearly remember my Dad running behind me teaching me to ride my bike. Or vivid memories of washing my grandfather's car every Sunday with my brother.
It is the people that I remember...not things.
The time that I was lucky enough to spend with them.
The challenge now I have as a parent is fighting against the materialism and impatience of the consumer cycle. To show kids that things won't bring happiness, but interaction and relationships with people will. On some days I feel it is an uphill battle that I will never win. Other days I see a glimmer of hope as I dodge the pillow aimed at my head from my little monsters on the sofa.
Thanks again LC for your comments which gave me the idea for this post!!
The trend that I am noticing is that using these services has become addictive in the sense that EVERY duty is being hired out. I recently read an article about companies that will now teach your child how to ride a bike, or how do homework or just about anything that involves parental/child interaction. If we don't participate in these with our kids are we not developing any type of memories on an emotional level?
Someone who I have the highest admiration and respect for recently asked me what I remember most about my childhood: emotions/memories or things. Although I have a memory or two about a unique gift (such as the Christmas I got Intellivision), overall I remember the time I shared with my family the most. I was brought up by parents who believed that time was more important than things. They would spend their time just playing board games, kicking a soccer ball, doing art projects, making up games such as "Monster on the Sofa". This complicated game consisted of my brother and I using pillows to take out the Monster (aka my Dad) on the floor and run to the safe-house which was a chair across the room. I also clearly remember my Dad running behind me teaching me to ride my bike. Or vivid memories of washing my grandfather's car every Sunday with my brother.
It is the people that I remember...not things.
The time that I was lucky enough to spend with them.
The challenge now I have as a parent is fighting against the materialism and impatience of the consumer cycle. To show kids that things won't bring happiness, but interaction and relationships with people will. On some days I feel it is an uphill battle that I will never win. Other days I see a glimmer of hope as I dodge the pillow aimed at my head from my little monsters on the sofa.
Thanks again LC for your comments which gave me the idea for this post!!
Wednesday, June 17, 2009
Wednesday, April 8, 2009
College Students Should Be Using Social Media as an Essential Part of Their Job Search
With the unemployment rate hovering around 8%, 2009 college graduates are facing one of the most difficult job markets in our country’s history. According to the National Association of Colleges and Employers (NACE), employers plan to increase their college hiring by just 1.3 percent this year over 2008, the weakest outlook in six years.
As a University Professor I have sadly noticed a huge increase in the number of students seeking my help to find work after graduation. I have also been contacted frequently from ex-students who have been laid off from their first job out of college. Many students are now asking for my assistance in both resume consultation and alternative job seeking methods. Students should consider using social media as part of their job search strategy. Many people are familiar with social media sites such as Twitter, LinkedIn and Facebook for having fun with friends and family. These can also be used to conduct a very successful job search.
Let’s first look at Twitter. Twitter is a social media website that allows you to follow/be followed by individuals who have the same interests as you. By cultivating your own network on Twitter of people who work in the same industry, it allows you to keep a pulse on what is happening within your area of expertise. It allows you to network with people and utilize excellent word of mouth to job search. Don’t be afraid to “Tweet” that you are looking for a job and what your experience is within the industry. Tweets get noticed and garner responses.
Twitter is also overflowing with recruiters nowadays. You can follow recruiters and search job postings. Many of the most followed Twitterers have links to their blogs where they are now posting premium job listings. One example would be follow @smheadhunter on Twitter. You can also search recruiter, headhunter, job posts, industries for more jobs and also join TweetMyJobs.com. This website offers new job postings sent directly to you via Twitter.
College students should also be subscribing to blogs that have job listings. I have found many of these excellent blogs via Twitter. One of my absolute favorites is Guy Kawasaki’s blog How to Change the World. His blog has a section where he offers an excellent list of job opportunities (http://jobs.guykawasaki.com/a/jbb/find-jobs).
LinkedIn is another great tool to use to look for employment as it can replace the traditional networking events. LinkedIn allows you to set up a professional looking resume and online recommendation/reference section. I suggest to students to target specific companies and then try and reach out and make a connection to a current employee. LinkedIn can allow you to gain introductions to others this way and perhaps find an internship or garner an informational interview.
Facebook is very popular with college students because it allows them to socialize with their friends and family. They also should be using Facebook to position themselves as a viable candidate for their industry. I have written blogs before about how college students should be creating a personal brand. They need to differentiate themselves from the competition. If students have relevant blogs, they should be linking them to their FB account. They should use FB to advertise their talents and make sure that their FB friends are aware of their job search. Facebook Chat is another great way of meeting and networking with your friends. Use it to start conversations or garner advice for your job source.
Another way to utilize the internet to improve your job search is by the use of Yahoo Pipes. On John Barker’s blog InspiredMind (www.d3sync.com/blog), he explains how to “Take the Job out of Job Search”. Barker uses Yahoo Pipes to combine, sort and massage data from a number of different websites. Barker gives a great example of how to search for a job in his industry. “The search I created pulled a feed from three sources: Dice, Craigslist, and jobs.zend.com and then searched for keywords [LAMP, PHP, SQL, DB, Python, RoR, Ruby, Rails, Apache, Programmer] in the city of San Francisco, CA. This allows me to easily sort through and identify from a list of jobs that pertain to only what really applies to my line of work and location.”
Just an end note: I met John Barker through a social media website called BrightKite. I posted on the site about the idea for this article. Within one hour he had offered his expertise by providing me with this entry on his blog. Just an example of how quick, supportive and relevant it is to be using social media sites…especially if you are in the market for a job. College students can’t afford not to be using social media as an integral part of their job hunt strategy.
As a University Professor I have sadly noticed a huge increase in the number of students seeking my help to find work after graduation. I have also been contacted frequently from ex-students who have been laid off from their first job out of college. Many students are now asking for my assistance in both resume consultation and alternative job seeking methods. Students should consider using social media as part of their job search strategy. Many people are familiar with social media sites such as Twitter, LinkedIn and Facebook for having fun with friends and family. These can also be used to conduct a very successful job search.
Let’s first look at Twitter. Twitter is a social media website that allows you to follow/be followed by individuals who have the same interests as you. By cultivating your own network on Twitter of people who work in the same industry, it allows you to keep a pulse on what is happening within your area of expertise. It allows you to network with people and utilize excellent word of mouth to job search. Don’t be afraid to “Tweet” that you are looking for a job and what your experience is within the industry. Tweets get noticed and garner responses.
Twitter is also overflowing with recruiters nowadays. You can follow recruiters and search job postings. Many of the most followed Twitterers have links to their blogs where they are now posting premium job listings. One example would be follow @smheadhunter on Twitter. You can also search recruiter, headhunter, job posts, industries for more jobs and also join TweetMyJobs.com. This website offers new job postings sent directly to you via Twitter.
College students should also be subscribing to blogs that have job listings. I have found many of these excellent blogs via Twitter. One of my absolute favorites is Guy Kawasaki’s blog How to Change the World. His blog has a section where he offers an excellent list of job opportunities (http://jobs.guykawasaki.com/a/jbb/find-jobs).
LinkedIn is another great tool to use to look for employment as it can replace the traditional networking events. LinkedIn allows you to set up a professional looking resume and online recommendation/reference section. I suggest to students to target specific companies and then try and reach out and make a connection to a current employee. LinkedIn can allow you to gain introductions to others this way and perhaps find an internship or garner an informational interview.
Facebook is very popular with college students because it allows them to socialize with their friends and family. They also should be using Facebook to position themselves as a viable candidate for their industry. I have written blogs before about how college students should be creating a personal brand. They need to differentiate themselves from the competition. If students have relevant blogs, they should be linking them to their FB account. They should use FB to advertise their talents and make sure that their FB friends are aware of their job search. Facebook Chat is another great way of meeting and networking with your friends. Use it to start conversations or garner advice for your job source.
Another way to utilize the internet to improve your job search is by the use of Yahoo Pipes. On John Barker’s blog InspiredMind (www.d3sync.com/blog), he explains how to “Take the Job out of Job Search”. Barker uses Yahoo Pipes to combine, sort and massage data from a number of different websites. Barker gives a great example of how to search for a job in his industry. “The search I created pulled a feed from three sources: Dice, Craigslist, and jobs.zend.com and then searched for keywords [LAMP, PHP, SQL, DB, Python, RoR, Ruby, Rails, Apache, Programmer] in the city of San Francisco, CA. This allows me to easily sort through and identify from a list of jobs that pertain to only what really applies to my line of work and location.”
Just an end note: I met John Barker through a social media website called BrightKite. I posted on the site about the idea for this article. Within one hour he had offered his expertise by providing me with this entry on his blog. Just an example of how quick, supportive and relevant it is to be using social media sites…especially if you are in the market for a job. College students can’t afford not to be using social media as an integral part of their job hunt strategy.
Monday, January 19, 2009
The Marketing of Guilt
I recently watched The Sex and The City Movie and in it a pregnant Charlotte confides to Carrie that she is afraid her life is too perfect.....that something is going to happen to ruin it. She is afraid she will lose her child because she finally has it all. She can't believe that she can be happy.....that everything is finally positive in her life. Those thoughts resonate with me because I also believe the same thing. When things are going really well in my life, I sometimes feel guilty about enjoying it to the fullest because I am too busy waiting for disaster to strike. Some might say I am jaded, but when it happens time and time again to you it becomes harder to enjoy the perfect times.....knowing that just around the corner you are going to get hit by a Mack Truck.
Here are my reasons:
Got married and then I lost my MomMom who lived with me growing up and was like a second Mom to me.
Had my first child and my husband's Father past away. He also almost lost his Mom three months later. He still says to this day he doesn't remember the first year of our son's life.
Had my daughter and a week later my Mom had a Grand Mal Seizure and almost died.
My list goes on and on.....but I am sure I made my point.
From the business side, marketers also love to pile on the guilt when it comes to selling products or lifestyles. They use guilt to sell you sunblock (skin cancer), diet products (you don't want to be fat) and even vacations(you are not spending enough time with your family). I can't remember the last time I got through a day where I wasn't made to feel guilty about something in my life. Perhaps it started with the religion I was raised with. I remember being guilty of committing a sin, guilty of not going to confession enough, or guilty because I didn't finish the rosary as penance. The guilt continued to grow as I entered adulthood. Now I think my guilt is so internalized that it becomes more difficult to figure out if I am living my life to make everyone else happy or if I should be following a different path.
There are companies that are using guilt to market in a different way. One example of a company using "Guilt Marketing for the Good of the Consumer" that I found on Dan's Bullets Blog (Dan Henderson) is Esser Vineyards.
"Manfred Esser launched his own wine label. Esser Vineyards is now one of California's newest hot contenders, despite competition with, as Esser puts it, "about 80,000 different competitors." How does he do it? Esser calls it "guilt marketing."
"You treat your customers soooo well, that you create a sense of obligation for them to come back for more. And, even more than that, to become ambassadors for your company. They actually feel guilty if they forget about you."
He's not recommending tricks or or cleverness or high-pressure selling and hard closing. He's recommending a quality product and treating your customers like Kings and Queens. Make them feel special. Let them know you really care about them for even the smallest purchase.
It's rapport building and relationship building. And it works".
I agree with essence of Esser's marketing philosophy because I can't even escape guilt when purchasing products or services. I have my favorite brands that I have developed an emotional attachment with whether Disney, Adidas, and Victoria Secret. If I just happen to purchase a competitor I feel a small tinge of guilt. I guess those companies have wooed me enough that I feel like I am "cheating" on them by purchasing elsewhere.
Esser's style of guilt marketing works well in personal relationships too. I feel that if you treat your friends and family the same way......with dedication, sincerity, and love they will never forget you too!! As for dealing with guilt.....I hope that with age comes less of it.
Here are my reasons:
Got married and then I lost my MomMom who lived with me growing up and was like a second Mom to me.
Had my first child and my husband's Father past away. He also almost lost his Mom three months later. He still says to this day he doesn't remember the first year of our son's life.
Had my daughter and a week later my Mom had a Grand Mal Seizure and almost died.
My list goes on and on.....but I am sure I made my point.
From the business side, marketers also love to pile on the guilt when it comes to selling products or lifestyles. They use guilt to sell you sunblock (skin cancer), diet products (you don't want to be fat) and even vacations(you are not spending enough time with your family). I can't remember the last time I got through a day where I wasn't made to feel guilty about something in my life. Perhaps it started with the religion I was raised with. I remember being guilty of committing a sin, guilty of not going to confession enough, or guilty because I didn't finish the rosary as penance. The guilt continued to grow as I entered adulthood. Now I think my guilt is so internalized that it becomes more difficult to figure out if I am living my life to make everyone else happy or if I should be following a different path.
There are companies that are using guilt to market in a different way. One example of a company using "Guilt Marketing for the Good of the Consumer" that I found on Dan's Bullets Blog (Dan Henderson) is Esser Vineyards.
"Manfred Esser launched his own wine label. Esser Vineyards is now one of California's newest hot contenders, despite competition with, as Esser puts it, "about 80,000 different competitors." How does he do it? Esser calls it "guilt marketing."
"You treat your customers soooo well, that you create a sense of obligation for them to come back for more. And, even more than that, to become ambassadors for your company. They actually feel guilty if they forget about you."
He's not recommending tricks or or cleverness or high-pressure selling and hard closing. He's recommending a quality product and treating your customers like Kings and Queens. Make them feel special. Let them know you really care about them for even the smallest purchase.
It's rapport building and relationship building. And it works".
I agree with essence of Esser's marketing philosophy because I can't even escape guilt when purchasing products or services. I have my favorite brands that I have developed an emotional attachment with whether Disney, Adidas, and Victoria Secret. If I just happen to purchase a competitor I feel a small tinge of guilt. I guess those companies have wooed me enough that I feel like I am "cheating" on them by purchasing elsewhere.
Esser's style of guilt marketing works well in personal relationships too. I feel that if you treat your friends and family the same way......with dedication, sincerity, and love they will never forget you too!! As for dealing with guilt.....I hope that with age comes less of it.
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