Study Abroad, Lugano, Switzerland PART 1

I had the most fortunate opportunity to visit Lugano, Switzerland for a study abroad program through the marketing department at Virginia Tech.  This 4 month long journey was by far the most rewarding, influential, eye-opening, cultural-shocking experience of my life.  Not only did I get to travel to 11 countries, I was able to enjoy it with 44 of the most amazing people I have had the privilege of meeting.  Through this 18 credit academic study abroad program, I learned more than just my classes (consumer behavior, marketing research, etc.). The ability to be placed in a foreign country with minimal “hold-handing” by our supervisors was the best way to explore this wonderful place.  We were required to travel every weekend and were also given three 10-day breaks.  It was up to us to figure out where we were going, how we were getting there, and what we would do once we got to the end location.  Whether it is eating paella in Spain, learning about spices in Morocco, photographing the hills of Tuscany, or cheering on the rugby team in Dublin, I will forever cherish my experience abroad.  

However, this post is not solely meant for me ranting and raving about my travels and cultural experiences.  This post is about the inadequate advertising used to promote this wonderful, life-changing experience. 

The first time I EVER heard of this particular study abroad was through word of mouth.  One of my Divalicious friends went on this trip a year before me, and I read all of her blogs and immediately became addicted.  Aside from the massive Study Abroad information fair, and the few emails Pamplin (the name of the business college at Virginia Tech) technically has sent out a here and there (but let's be real - nobody reads emails from Pamplin), the lack of advertising of this amazing experience is lacking.

From my studies thus far in Advertising, I think the Lugano study abroad needs to differentiate themselves from the rest of the study abroad programs.  And Lugano has so much more to offer!
1. "study" abroad... right... right.
2. Three 10 day breaks to travel wherever you want in Europe (or africa!)
3. Classmates and peers that you are familiar with, taking classes all together in ENGLISH (not italian, because all you really to know is "ciao" "grazie" and "pizza")
4. Lots of attractive men (and women... if you swing that way)
5. Lots of FOOD
7. Bier
8.  message me for more perks because I could literally list them for days

GUERRILLA MARKETING. That's what this program needs to really launch itself, redefine the meaning study abroad, and position itself as the premier travel experience out of them all.

To find out more about how this study abroad can grow, find out more, coming soon!

xo

University Directories

This summer, I was fortunate to finally get an internship, because as we all know, you will never, EVER, be employed without some sort of internship.

Being the marketing major I am, I decided to try out this thing called sales.  Sales is not for everyone, however with the attitude and sass I have, I thought it would be a perfect fit for me.  Naturally I think what I have to say, my opinions, and just everything in general should be seen and heard.  I have a knack at persuasion and getting what I want. Some people may call this aggressive, but I think it's just being a Rockstar 24/7.

This 12 week intensive cold-call sales position truly tested my capabilities.  Luckily, the week-long training in Chapel Hill, NC, prior to the start of the internship proved to be very useful.  We learned the entire structure of a sales call, from introduction to close.  Not only did I learn the sales call, but I learned the importance of each part of the sales call: why the first couple seconds is critical for gaining prospects, how to build rapport and a relationship, creating value in the product you are selling, and finally closing the sale with a confirmed agreement.

I was stationed in Blacksburg with two other sales reps – within Blacksburg, we created territories that were specific to each rep.  We were essentially selling advertising space in the back of the student planner for Virginia Tech.  Advertising spots came in different shapes and sizes, and depending on how much exposure the particular company wanted, different prices were allotted.

My first couple weeks in the field were very difficult.  Being in Blacksburg, I had this predisposed perception that everyone was friendly and wanted to talk to me. False.  Some of these owners in these mom-and-pop shops were brutal.  It's like, GIVE ME A BREAK. I am a college student, not a pterodactyl trying to come in your shop and wreck havoc!

However, once some hurdles were jumped (others humiliatingly shambled...) it was a cool learning experience once I got in the aspect of helping the business design their ads that would be run in the student planner. Working side by side with the owners, having their trust, and making big decisions that would eventually be 100% representing of their company was a awesome.  

And that's my little two-cents of my first sales position.

I was born this way.

xo
-Diva

The trendy Meme

Meme (n) :
An Internet meme may take the form of an image, hyperlink, video, picture, website, or hashtag. It may be just a word or phrase, including intentionally misspelling the word “more” as “moar” or “the” as “teh.” These small movements tend to spread from person to person via social networks, blogs, direct email, or news sources. They may relate to various existing Internet cultures or subcultures, often based on sites like 4chan, tumblr, and numerous others.  Don't forget PINTEREST :) post coming soon about this addicting drug.

Public relations, advertising, and marketing professionals have embraced Internet memes as a form of viral marketing and guerrilla marketing to create marketing "buzz" for their product or service. The practice of using memes to market products or services is known as memetic marketing. Internet memes are seen as cost-effective, and because they are a (sometimes self-conscious) fad, they are therefore used as a way to create an image of awareness or trendiness.

Thank you Wikipedia for that insightful definition.
Basically, these "memes" are trending so much lately, I don't think I can go without seeing at least 15 a day.  But I'm not complaining.  These sarcastic sayings and words ironically depicting the picture that they are representing literally leave me LOLing at times

Some of the most widely recognized memes are

1. Grumpy Cat
2. Rediculously photogenic man
3. Anything with Ryan Gosling
4. Willy Wonka's Sarcasm
5. LOL Catz
6. Kristen Stewart's emotions

The list goes on.

 But as previously mentioned, this viral form of media has served other purposes in the marketing and advertising world.  Meme's are not seen as threatening, they are meant to be visually enjoyed without any complicated messages thrown in the mix.  That is why advertisers subtly are starting to use and promote the use of memes.

Grumpy Cat: A cat with an unfortunate face that looks as if the cat is constantly grumpy.  The memes focus around the cat's face expression with words and descriptions that are pessimistic to the extreme. HILARIOUS.  Recently, the owners of this adorable cat was on the Today Show.  The family is currently promoting more and more campaigns for Grumpy Cat and have even set up its own website, apparel, and other promotional tools.  This all happened because of the use of social media and the viral MEME!

Now, if only I can get my face to become a Meme.  What do you think the captions would be?

xo
-Diva

Sonic

Dear fellow Diva,

Put down your salad, let's not try to pretend that every once in a while you crave some good, greasy, deep-fried food now and then.  Whenever I think about indulging in regrettable cheesy-tots, I automatically think about Sonic.

Sonic's commercial style is nothing less than sarcastic, raw-humor, mixed with a documentary-esque feel.  Every commercial is basically the same idea:  2 people sitting in a car at the drive-through making punny and sarcastic remarks about the food they are eating.  The only things that change in each commercial are the different menu items being critiqued, but the humor remains the same.  Sonic relies on the use of a story-line commercial execution.  Using the same "characters" in most of the commercials, but still incorporating that raw 

The raw enthusiasm and conversation-like tone of the commercials makes me want to hop in the passenger seat and join in on the good memories being created with the box of Jumbo Popcorn Chicken.  Pure bliss is what is being shown in this comical commercials.  

The objective Sonic is showing in these creative commercials is that Sonic is easy to enjoy and conveniently available for whomever needs some comfort food.

I always enjoy watching this effortlessly created masterpiece - it makes me stop calorie counting for 31 seconds, and makes me mapquest the nearest Sonic.

xo

-Diva

Boyfriend

Dear Fellow Diva,

I really hope none of you have fallen captive to the "Belieber" trend that's unfortunately occurring.  JBiebs, the "pop sensation" infiltrated the minds of the youth... adults... and elderly. Why does this barely-legal boy think he can seduce his way through the use of perfume?! Just stop.

So you may or may not have heard of thesong called "Boyfriend".  Well, it so happens that a new perfume (yes, perfume) from JBiebs has bust been launched, "Girlfriend".  Not only is this such a clever name to compliment song title to perfume name, he even made sure the commercial execution is just as provoking.

The camera angles and shooting is meant for the viewer to feel like they are the "girlfriend" during this torturous 1 minute long commercial. Way to go JB, you're sneaky ways to farther manipulated the minds of girls everywhere is commendable.

After watching the first 10 seconds of this, I can't help but to think, "thank God I'm NOT JBiebs girlfriend".  Once you hit puberty, we'll talk.

However, as biased as I am, this commercial is meant for the targeted crowd, "Beliebers".

Belieber (n) :
The word "Belieber" refers to a fanatical devotee of the Canadian pop singer Justin Bieber. Use of the term predates 2010, and the existence of the community dates back to Bieber's early YouTube videos.

So, I applaud the efforts and most likely successful campaign at grabbing the attention of the Beliebers out there. It is a clever way to use emotional pull on the heartstrings of every adolescent girl out there.  However, if placed on a perceptual map, this "Girlfriend perfume" would fall short of glamorous.

NOH8

Dear Fellow Diva,

MISSION STATEMENT : The NOH8 Campaign is a charitable organization whose mission is to promote marriage, gender and human equality through education, advocacy, social media, and visual protest.

This campaign is very eye-catching - and for a good reason.  I truly respect the idea behind this campaign solely because it is not as aggressive in regards to other gay-right movements.  And as every diva knows, you ain't a diva unless 5 of your 6 closest friends are all your gay "besties".

The execution behind these print ads are very simple:  Photos feature subjects with duct tape over their mouths, symbolizing their voices being silenced by Prop 8 and similar legislation around the world, with "NOH8" painted on one cheek in protest. The campaign began with portraits of everyday Californians from all walks of life and soon rose to include politicians, military personnel, newlyweds, law enforcement, artists, celebrities, and many more.

The big idea here is plain and simple: Spread the love, y'all.  Ain't nobody got time for hate.

xo
-Diva

Uniqlo Creative

Objective: Flaunt UNIQLO as a higher quality alternative with more options to complete the perfect outfit

SMP: Express yourself with the missing piece of the puzzle (Wear your heart on your sleeve)

Our Big Ideas:

1. Foundation for a better 'fit
Through our research we've noticed that UNIQLO primarily sells basic clothing styles - when put together, it creates a unique outfit (or 'fit). The wide variety of clothing that UNIQLO offers is the starting point for their stylish ambitions. Focuses on options, starting an outfit, evolving from simple styles to something greater. Executions are:

Evolution starts here (included in ppt): Simply enough, styles are created by you at UNIQLO. We've come so far already, you get to choose where we go from here. Media agnostic - could be used as print ad, online banner, bus/subway/street art

Facebook application: We're creating a facebook app which allows shoppers to use a virtual mannequin to piece together their perfect outfit. We're using a "clothes pyramid" (like the food pyramid) which will help shoppers customize their outfit with shoes & accessories along with the "foundations": pants, shirts, etc.

2. Be YOUnique
This idea promotes individuality in fashion. An outfit is the ultimate form of expression - we are what we wear. Plus, it's not always what you wear. It's how you wear your clothes. This idea focuses on: "wearing your heart on your sleeve", freedom of expression, the consumer's right to build their own style & wardrobe. Executions are:

Personality in the absolute (included in ppt): Taken from UNIQLO's phrase "clothing in the absolute" - an abstract take on individuality. "In the absolute" means perfect in quality or nature, completeness. UNIQLO has everything you need to complete the puzzle. We envision the UNIQLO shopper as the lone oreo among a bowl of chocolate chip cookies - the one who stands out in a crowd because their style is not limited by restrictions or exceptions. (another definition)

The perfect mismatch (included in ppt): Your clothing is who you are - not everything has to match & nothing has to be "right" by anyone else's standards. UNIQLO provides all the options you need to express your innermost thoughts & feelings. Media agnostic - could be print, online, street art, etc.

We've got the pieces, you put it together: An execution expressing the consumer's freedom to be their own stylist. Print ad.

J'adore Dior

Dear Fellow Diva,

This is one the sexiest, most eye-catching, stunning, dramatic, glamorous commercial streaming currently on TV.  When Charlize Theron is your spokeswomen, there is no room for nothing less that glam, fab, and fame.

The entire commercial is focused around Charlize getting ready and pampered to walk down the runway in the most gorgeous gown and jewelry.  Hard life Charlize... Anyway, the aesthetics, background music, and dramatization of the commercial fits perfectly with Dior's entire haute-couture fashion line.


Objective:
Through this commercial, Dior uses beautiful women (Marilyn Monroe and Charlize Theron) to establish the beauty of their perfume.  Dior wants women to be envious, yearning to look, feel, and smell like these women.  But as we all know, a good make-up artist, some tight spanks, and enough caffeine can get you to that same runway Char is walking down.

Target:
Rich bitches... just kidding... but really though.

Using Charlize as the poster-woman was a great move by Dior. You go Dior!  Not only does Char radiate natural beauty, she isn't too threatening to think that it is impossible to achieve such beauty.  Charlize also does a good job at not using blow, going to jail, or catfighting at the bar (cough, L. Lohan, cough).  Charlize speaks to other woman in the world and is a quality role model.  Because of this, Dior is targeting women who want to feel just as fabulous as Char seems to be feeling was she struts her perfectly sculpted body down the runway.

Insight:
Remember that one song by Shania Twain (her only song..) "Man, I feel like a woman."?  Well, that's the idea happening here.  Feel like a woman in the most glamours way. (because putting on perfume will obviously make that happen instantly)

Single Minded Proposition:
"You, too, can smell like Marilyn Monroe and Charlize Theron. Dior."

It is outlandish to think that just using this perfume will automatically make you a diva over-night (it takes at least a week...). But it is nice to think that Dior is making this idea of being glamorous and fabulous just by the use of this perfume.  I can dig it.

xo
-Diva

Starbucks

'Tis the season, Divas!

That's right, I'm going there.  Time to talk about the most addicting, "classy", I-think-I-am-cool-because-I-am-holding-a-Sbucks-cup (we all know it's empty...) coffee shop of all time!

It all started when we were in high school and every girl found out about this new beverage called a "frappucino".  This was the beginning of an endless love affair that will always be the number one coffee shop of choice. Starbucks.

What is so appealing about this coffee shop that makes every girl crave a trip in the morning (or afternoon... or evening)?  Starbucks has grown from such a small business to globally expanding throughout the world on every block of every city (even the ones that don't matter).  Through extensive advertising, Starbucks has made a name that will forever resonate in your caffeinated heart.

Don't get me wrong, Starbs is more than just its coffee (even if the americano tastes like muddy water).  The ambiance, low lighting, over-priced drinks, and free wi-fi is enough to attract ANYONE, and that's exactly who they are targeting:

1. Coffee lovers
2. Non coffee lovers
3. My mom
4. People who want to be cool
5. People who are cool
6. Divas
7. College students "studying"

  It's also a great place to make you feel important, and everyone wants to feel important.

The problems Starbucks potentially have are:

1. The over-priced coffee drinks (c'mon, I know the pumpkin spice lattes are back in season and over-anticipated, but SEVEN dollars. I could buy 10 meals from Taco Bell on a budget like that.)
2. The green naked mermaid
3. Over-exposure (we get it, you want to be seen, heard, and recognized. HUA!)

But no matter what Starbucks chooses to do, they will be the leading coffee distributor for a long time to come.  

So go get your "non-fat sugar-free hazelnut iced latte" - you deserve it!

xo

-Diva

A helpful guide to finding "the BIG idea"

http://www.slideshare.net/patlaw/the-big-idea-in-5-steps#btnNext

The 21 year old Diva's Xmas Wish List

GINA’S (Diva's) CHRISTMAS WISH LIST

Bobbi Brown Extreme Party Mascara $25
http://www.bobbibrowncosmetics.com/product/2332/8137/Makeup/Eyes/Mascaras/Extreme-Party-Mascara/index.tmpl
macys, ulta, sephora

Too Faced Chocolate Soleil Matte Bronzer $29
https://www.toofaced.com/p-1023-chocolate-soleil-matte-bronzing-powder.aspx?
Macys, ulta, sephora

Sephora Pro Bronzer Brush $36
http://www.sephora.com/pro-bronzer-brush-48-P313015
sephora

Burberry Perfume $52
http://www.sephora.com/brit-eau-de-toilette-P49979
macys, ulta, sephora

Down comforter $45+
http://www.overstock.com/Bedding-Bath/Down-Comforters/(,60),/price,/756/subcat.html?sort=Top+Sellers

Tennis shoes $45+
http://www.dickssportinggoods.com/product/index.jsp?productId=12546543&ppp=150&cp=4406646.4413987.4417990.4418168
dicks sporting goods, dsw, athletic stores

Earrings AND Bracelets from Francesca’s or Brighton
http://www.francescas.com
short pump, stony point

Slow cooker (crockpot) $25+
http://www.overstock.com/Home-Garden/Slowcookers/19127/subcat.html?sort=Top+Sellers
www.crockpot.com

Yoga pants $20+
Victoria’s secret gift card $20+
Visa gift card $20+
Target gift card $20+
Blythe gift card $40+
OPI or Essie nail polish $7+ (target)
Slippers $15+
Black Blazer, Leopard Blazer $35+
Business Suit
MONEY$$$$$$$$$$$$$$$$$$$$$$

My personal brand: Gina Grimes

Dear Fellow Diva,

For my Marketing Communications class, our semester long project was focused around creating and launching our personal brand. What is a personal brand?  It's putting yourself in the limelight, highlighting your career objectives and goals, and distinguishing yourself from the rest of the crowd.  I was fortunate enough to create my personal brand and will be launching it through social media sites very soon.

Good. Great. Golden.

I believe that all of my attributes set me apart from the crowd: I create my own path for success.

My name is Gina Grimes and I am majoring in Marketing Management at Virginia Tech. Originally from Richmond, Virginia, I am so thankful to be part of the Virginia Tech, Blacksburg community filled with great professors and loving friends; a place I can call my second home. Finishing up my senior year of Virginia Tech, I have experienced many rewarding moments throughout this four year journey.

I have been fortunate enough to already experience the wonders of the world through travel, jobs, and community involvement.  My eagerness to learn is what fuels my passion for life.  Working in many different job environments has molded my skills and personal characteristics into the confident, persevering woman I am today.

My numerous classes, influential peers, genuinely committed professors, and countless hours of hard work have also been influential.  Being a marketing major student has opened many doors so far in my academic life.  My constant hard work, in and out of school, will take me places. My experiences have shown me not only what I am good at, but where I want to go with my skills and capabilities I have cumulated over the years.  This personal blog is here to show you what I am made of, where I have been, and where I plan to go. I am Good. Great. Golden.

“Nothing is impossible.  The word itself says ‘I’m Possible”"
-Audrey Hepburn

Career Focus: Advertising, consulting, sales

Maybe it's Maybelline

The Colossal Cat Eyes, Volum' Express Mega Plush, Great Lash, Falsies

This post will be dedicated to one of the most necessary make products out there: mascara.  What better product to talk about than the constant-running commercials of Maybelline.  Every girl in one point of there life has purchased Maybelline mascara.  I bet if you are reading this post right now, you have anywhere between 2-4 (used or unused) Maybelline mascaras in your sparkly make-up bag.  But what is it about mascara that women automatically think of choosing Maybelline?  What is it about their advertising/product/brand reputation that still has every girl getting in their Toyota to drive to the nearest CVS just to purchase a new tube of this black, liquid eye-transformer?

MASCARALove big, bold, dramatic lashes? Or do you prefer a more natural yet noticeable look?  Maybelline New York’s superior brush technology and innovative formulas let you create whatever lash look you set your eyes on. Choose lengthening or volumizing formulas; incredible curl or amazing definition. Maybelline makes it happen.

Everyone has seen a Maybelline mascara commercial at some point in their life - and I am guessing you just watched one about an hour ago.  This company uses the same structure, production, and campaign idea for EVERY mascara they launch.  For example, the new Cat Eyes mascara commercial has recently been launched on TV.  Besides having a different model and an appearance of a tiger... I see no difference in the execution of every single Maybelline commercial.  But maybe that's exactly what they are going for.

When thinking about it more, I guess keeping the same structure of all mascara commercials for Maybelline can be beneficial for the company.  It doesn't matter which mascara is being advertised, all that matters is I KNOW that is Maybelline.  The dramatic British over-voice, the beautiful women, and the bright packaged colors of the product are all very similar within every commercial.  Their brand identity is set.  But what about trying to differentiate the mascaras?  That has yet to be a solidified factor they focus on, and that is the big problem.


It's clear that the objective of these commercials is to visually appeal to the main target (WOMEN), that choosing to use the mascara will make your lashes more voluminous, longer, healthier, yadda yadda.


Even though I am an active consumer of their mascara products, it would be great if they could find a more effective approach is distinguishing the mascaras from each other with their "different" commercial ad campaigns   I did not realize that the "new" Cat Eyes mascara was literally a new commercial until the 6th time I saw it.

Cutie's California Mandarins and Clementines

From our research, we recognize that Cuties is already an enormously successful brand, with a product that is redefining the citrus fruit market. They are looking to build off of their brand equity & are in search of a new opportunity. From listening to consumers, we have identified a possible challenge...

Here’s the problem: Cuties clementines are only available "in season" (from November to April) & shoppers have no clue when they're coming back! 

Our Challenge: "How can we generate a buzz about the return of Cuties?"

Our Objective: SPREAD THE WORD. CUTIES ARE BACK! Consumers want their Cuties and we need to tell them when they're back...they can't wait any longer! We want to sustain this anticipation for Cuties every year!

Insight: "Life would be so sweet if they were finally here.”

Target Market: The loving parent, always wanting the best for the kids...especially when it comes to snacks! Their kids are "cuties" and they love to feed them Cuties! But every once in a while, when no one is looking...Mom & Dad might sneak a few Cuties for themselves! Cuties are fruit for the family. These parents like to leave their Cuties on the kitchen table - they're great to share and they're easy access for their kids!

SMP: Celebrate the sweetness you've missed for so long!

Benefits for the Cuties Customer: KNOWLEDGE. It's good to be in on the loop - with info on when Cuties hit the shelves, Customers can be the first in line to buy their box! EXCITEMENT: I CAN'T WAIT TO GET MY CUTIES...NOW I CAN BE FIRST IN LINE! And of course, let’s not forget what it is we're all waiting for...the sweet, juicy clementines we all love so much!

Reasons to Believe: They're only around from November to April but man, are they good while they're here! The first batch is the best batch: "the sweetness that we've missed for oh so long!" They're packed with vitamins and antibiotics...get 'em as soon as you can - "Can't wait for them to be back...Cuties are my flu shot!"

Substantiation: POP displays, magazine/catalogue inserts, in store signage to capture the consumer’s attention & excitement around the return of Cuties to the shelves! An important detail to note is the date that Cuties return - we must keep the shoppers informed! Capture anticipation, generate excitement!

Burt's Bees: The Budget-Diva's lipgloss

Dear fellow Diva,

What's the first thing that comes to mind when you hear "Burt's Bees"? My first thoughts go straight to their awesome chap-stick line.  But apparently this awesome, "Earth friendly, Natural Personal Care Company" also creates products for personal care, health, beauty, and personal hygiene.  With that said, Burt's Bees offers over 197 products for facial, body, lip, hair and other necessities   So you're saying that I can rub bee's wax over other parts of my body besides my lips?! This is good news.

What frustrates and confuses me the most is that this 25 year old company has such an extended line into other health realms, and I was not necessarily fully aware of it!  When I think back to my numerous budget-friendly trips to Target, I do recall seeing other products besides the lip balms, but how can they make me think of their product line beyond the Budget-Diva's lipgloss? 

Our generation is obsessed with everything natural - that "home-remedy", feel-good, minimal-processing idea that will magically diminish your every flaw. "But it's 100% natural, so it MUST be good for you!" So Burt's Bees is doing an excellent job at honing in on this "all-natural" idea that appeals to so many of us Divas. 

Sometimes nature gets the best of your health.  I feel like this is exactly the insight Burt's Bees uses to guide their products and inspire their consumers to purchase their natural, pure products.

"The best way. The natural way."  Burt's Bees is a great company in promoting a healthy, sustaining, natural personal care line. Now... if only prices weren't too freakin' expensive!

xo

-Diva

Kardashian Kollection

Dear Fellow Diva,

The Kardashians are a controversial topic in itself, but being a biased Diva that I am, I stand behind these Armenian queens and their business endeavors.  The post will be dedicated to all things Kardashian: from public views (of loyal fans) and the brand they have created and continued to grow since its development.

To keep it clear, I have always been a fan of the Kardashian since the beginning of the first episode of the first series of KUWTK (Keeping up with the Kardashians).  That being said, it has been hard for me to divert my attention away from this addicting chaotic family that has sass, class, and so much attitude.

Because of so much attention the Kardashians have had in the recent couple years, I do not feel the need to go into too much depth of their history and who they are exactly.  I am just hear to gravel at the success the three sisters - Kim, Kourtney, and Kloe - have given to their name, enabling them to launch their career in the fashion industry.  Introducing, the Kardashian Kollection:

Whether you agree or disagree (in this case you should agree because I doubt you have any supportive claim against my flawless views), these girls were smart in channeling their famous, fabulous life into a clothing line to promote and sell.

The only problem with the clothing line could potentially be the lack of options.  They do have a full line, featuring pants, shirts, dresses, shoes, and accessories - but only minimal options to choose from in each category.  But lets be real - the Kardashians are perfect and they get it right the first time - the pieces they do offer are fierce. Get over it.

The advertising objective that is constantly being portrayed here is the clothing line is for all shapes, sizes, and levels of Diva-ness. Because of the sisters are psychically different and have their own personal styles, they make sure to promote that idea through the advertising commercials and other campaigns.

The insight of the the Kollection of the the Kardashian Klan as a brand is simple: I want to look sexy with the body I have, but sometimes I cannot afford the expensive clothing lines at Nordstrom.  I want to look like a Diva, but I am on a budget."  And that is exactly what the Kardashian Kollection is trying to help aspiring Divas - to channel their inner fabulocity by wearing affordable, sexy clothes.
  
The SMP (single minded proposition) after looking more in depth with what these girls have to offer is "Everyone can be a Kardashian".

I love these girls, especially their sense of style.  Their Kollection screams "Diva"! And that is why they earned a spot on this weeks Dramatic Interpretations of Various Advertisements.

xo
-Diva

Just Do It

Dear fellow Diva,

So tonight and tomorrow, I get the joy of listening to Brandon Thornton speak on behalf of Wieden+Kennedy.  You all probably are wondering why I am even posting about this, because most of y'all have never heard of W+K. Have you ever heard of the famous slogan, Just Do It - Nike? Yeah, I got your attention now.  Well low in behold, this independently owned American advertising agency is best known for is numerous works with Nike.  And for all of you Divas out there who sport around Norts (Nike Shorts) - we all are well aware of the well-known tagline of Just Do It.

W+K has worked only many campaigns with Nike, Coke, ESPN, Honda, Old Spice, and many other big-named companies. W+K is a prime example of what you SHOULD do when advertising.  Their successes and contributions to many different companies have positioned them into the dominant advertising agency force they are today.

After the presentation that Brandon gave, it was interesting to hear him even admit that big time agencies such as W+K have their own problems and issues to deal with.  With such a high reputation of being the best, how do they continue to create innovative ideas and creative methods to create successful campaigns for their clients?

One of the key features that stood out from the rest is that they promote the idea to "walk in stupid". The idea to "fail/fall harder" is genius! This insight the company has for themselves is a reassuring method to keep their employees motivated.  I know I would be motivated. Now, if only these principles were instilled with all of my professors...

Sensa: Weight-loss system

Dear Fellow Diva,

I know I am not the only Diva out there who likes to indulge in some of the best high-caloric, fatty-filled foods out there.  But lets be real, I am neither a 6 year old girl with a growing body and speedy metabolism nor a boy who can eat whatever he wants and still have a rockin' body.  Unfortunately for us women, we have to watch what we eat AND exercise if we want any hope of achieving Halle Berry's body in Catwoman.  Lucky for us, Sensa is a new weight-loss supplement here to help our cravings:

"Sensa was designed to work with your sense of smell to help trigger Sensory Specific Satiety"

....right.

I first became introduced to this new sensational diet "sprinkle" after seeing one of their commercials on TV -- check it out

Naturally, with every new hot, on-the-market diet method that is introduced, I am somewhat intrigued and what to know more.  After analyzing this Sensa commercial, their biggest problem was I had no idea what the hell sensa did and how it even worked.  The only indication I could gather was that you apparently shake and sprinkle this magical powder on food and then you lose a bunch of weight.  Too good to be true?  You decide.

So what IS the problem?
As previously mentioned - the commercial does a poor job at even indicating what the product is, how you use it, or any other important information of this dietary supplement.  They are trying to get the audience to check out the website for all of the information about Sense instead of listing the main ideas and objectives on the commercial.  They do what most dieting strategist do and try to get your attention by showing weightloss successes and results from average, every-day people.  So how the hell are they differentiating themselves from  Nutrisystem, Weight Watchers, or Hydroxycut?

Their current advertising objective holds true with some of my previously mentioned ideas.  They are pulling at the guilt strings of all over-weight, health cautious girls out there.  They want to appeal to muliple crowds, more than women, so they of course had to ad in a couple men with testimonials of how much weight they loss as well.

The insight that Sensa is targeting basically screams:
"I want to lose weight, but I want to be able to eat all the foods I currently eat."
or
"I want to be skinny like Jessica Alba, but I need something that is easy to use."

Sensa's single minded proposition is somewhat still vague to me only if I am going off of the commercial itself - but being the smart Diva I am, I decided to venture into their website to dig a little deeper into what exactly they want to be portrayed as: Tired of using salt? Sprinkle, eat, and lose weight with Sensa.

Sensa needs to work harder on their campaign and advertising - they are too vague and sloppy with their execution.  They did a good job at transforming the WAY you can use a weight loss product (shaking and sprinkling the product like a salt shaker), but when it comes down to cold, hard facts - what makes Sensa's supplement any better than the rest?

Ciao for now

xo
-Diva

Sasha Fierce

The ultimate Diva. My biggest idol.  Sasha Fierce.

Beyonce Knowles has branded herself into the most respected Diva in today's society.  This post isn't critiquing a commercial, a company slogan, or a business campaign strategy.  This post is solely dedicated to Beyonce and how she became her OWN personal brand.  

Let's face it, nobody else will ever be able to name their child Beyonce, unless it is Beyonce herself naming her child after herself.  Beyonce has grown into a powerful Diva that represents so many individuals.  Through her entertaining career to community involvement, B is highly respected and praised on a day to day bases... by me.

Beyonce Giselle Knowles-Carter is the definition of a triple threat: singer, dancer, and actress.  Not only does she do all three talented acts, she has so much more under her star-studded belt.  It all began with being the lead singer of Destiny's Child - but I don't need to go into this best-selling girls-group of all time - everyone should know you need to pay your "Bills bills bills"! (song reference.. come on, girls, focus)

After her emergence through Destiny's Child., Beyonce successfully strutted down her own path to her solo-status career.  In the first couple years, she won FIVE Diva Grammy Awards.  Her second album earned her SIX - which broke the record for most Grammys a female artist has won in a night. 

We all know Beyonce has a great voice, but apart from her work in music, she has also ventured into acting and designing.  I will forever have Dream Girls' soundtrack on repeat - if you are reading this now, go and listen to the soundtrack on youtube!

From Grammy awards, MTV awards, Most Beautiful Women,  Influential Celebrity (#2), Artist of the Decade, Hollywood Walk of Fame, and many many more - Knowles is an inspiration in every aspect of the entertaining industry. 

Let's be real - When you're name is Beyonce, married to Jay-Z, and have a child named Blue Ivy... you've got it all.

Ellen and Sofia take CoverGirl

Makeup is a girl's best friend, and CoverGirl NAILED it with this ad campaign for the new foundation.  I, myself, am a CoverGirl cosmetic user - the main reason why is because of their use of females who represent their products.   Covergirl advertises their cosmetics line by allowing "cover girls", fashion models who appear on the front cover of women's magazines, to wear its products. CoverGirl makes up for lack of direct individual customer service by providing a wide variety of cosmetics available at reasonable prices.  Many successful models have represented CoverGirl Cosmetics, including Tyra Banks, Brandy, Molly Sims, Faith Hill, Queen Latifah, Rihanna, Keri Russell, Taylor Swift, Carrie Tivador, Dania Ramirez, and Drew Barrymore.

The newest member to this Diva cosmetic brand is my girl, Sophia Vergara.  What an excellent representation CoverGirl chose - Sophia exudes femininity, humor, and Latina power.  I love the idea of contrasting Ellen DeGeneras with Sophia Vergara - double the Diva, double the cash flow CoverGirl with get after this duo on this commercial

With further analysis of this commercial, there are potential questions that non-CoverGirl cosmetic users may have:

What is the problem?

Well one obvious being the fact that CoverGirl is opening and knowingly using Ellen as one of there spokespersons.  It should not be a mystery by now, but Ellen is in fact a lesbian - more power to her!  Recently, it has been a growing trend for companies and business to voice their opinion  on gay rights - CoverGirl has decided to follow this trend and are praising Ellen to the point of making her a spokeswoman for their cosmetic line.  I personally think this is an awesome move by CoverGirl, but I understand that CoverGirl has potentially displeased and turned off some purchasers by this decision.  Whatever, they didn't want you to wear their makeup anyway!

Moving on...

What is the advertising objective in this commercial?

Obviously the advertising objective is to get women to purchase their new product, but because of this new twist of incorporating two dominant celebrity figures, both who represent a huge demographic portion of the US - there is a new objective.  This is one of the first times Covergirl has used two celebrities in the same commercial.  Ellen has been a veteran rep for Covergirl for the past couple years - she does a good job at identifying with the older crowd (I use the term "older" lightly).  Sophia represents more of the ethnic, hispanic demographics - and this was a very good, strategic move by CoverGirl since Sophia is already well known and liked Nation-wide because of her role in Modern Family, she also targets the Hispanic demographics too!  Way to go CoverGirl
CoverGirl is known for being the makeup that's for every girl: whether you're old, young, or any ethnicity.  CoverGirl is here to please every Diva - no matter where she comes from or what she looks like.

Who is the target? What is the Insight?

See above response.

Single Minded Proposition?

CoverGirl is for every Diva, no matter what you look like, where you are from, or who you are.

Kim Kardashian vs. Old Navy

Dear fellow Diva

One Diva I love to love VS. one clothing line I love to hate recently settled a major dispute.  Kim Kardashian sued Old Navy last July for MILLIONS, claiming they intentionally used a look-alike in an effort to dupe the public into thinking Kim was affiliated with the brand. FIRST OF ALL, I would like everyone to know that Kim would never agree to be the face of a non-sassy, safe, boring, mom-jean-wearing clothing line.  Diva’s just don’t do that.

What the case did bring was a lot of personal drama.  After the lawsuit was filed, attorneys for Old Navy were aggressive in the discovery phase, launching an investigation to see whether Kim's reputation has been tarnished.  Well, it’s safe to say that Kim was worried enough to bring on the lawsuit because she does not want to be affiliated with Old Navy because her glossy, flossy ways WOULD be tarnished – Kim doesn’t wear mom jeans, please.

If any of you Divas don’t know by now, Kimmy is my girl.  I know there are a lot of “haters” and “love to hate” types out there in regards Kim, but she’s got a point!  What Old Navy was doing was unethical and just plain RUDE.  I have to back up Kim – is it right for Old Navy to purposefully steal an identity as prominent as Kim Kardashian and not even have to pay a dime for such deceiving endorsement?

Finally, Kim's lawsuit was dismissed late August. Apparently, Old Navy agreed to pay Kim an undisclosed sum based on her look-alike claims. Kim-1 Old Navy-0. You go KIM!

xo

-Diva

references: http://www.hollywoodreporter.com/thr-esq/kim-kardashian-settles-lawsuit-look-alike-old-navy-gap-366522

http://www.tmz.com/2012/08/29/kim-kardashian-old-navy-lawsuit-look-alike-settlement/

Is that Milk Chocolate, too?

Dear fellow Diva,

If there is one thing a Diva loves more than hearing her own name, it’s hearing the word “chocolate”.  And what better comes to mind than the humorous new commercial of M&M’s “One Track Mind” featuring Ms. Brown (the M&M character).  M&M generally always has some quality commercials featuring the M&M clan and all their glory – but this commercial has been one of my faves recently.  If you haven’t seen this commercial yet, stop reading now and watch it here! This commercial is clearly tugging at the romance and sexual-attraction strings of all women with the obvious appearance of the Latin heartthrob, William Levy.  Not only is M&M trying to bring a new, fierce positioning of its brand with this fine male-human being, but they are incorporating humor to make M&M’s brand more lighthearted. I appreciated their clever advertising strategy in this particular commercial because now I really want some M&Ms… and Mr. Levy.  I give this chocolate-delight  commercial a B+; I would score higher if I was the one in the commercial instead of Ms. Brown.

This is just one commercial of many, MANY chocolaty visual appealing commercials that M&M has.  They have done a phenomenal job at creating a personality and characters to their brand – this strategy not only attracts audiences, but it makes them waiting for new commercials to come out.  I can’t wait to see what’s next… Bradley Cooper, anyone?

xo

-Diva

Victoria’s Secret: They are hungry Divas!

Dear fellow Diva,

Now – I have always been a fan of Victoria’s Secret and their wonderfully manufactured lingerie and PINK clothing line.  But lately, I have to complain about one OBVI reason – These girls need to EAT.

I do not necessarily think that the producers and company as a whole have an evil plot to turn all tweens, teens, and twenties into anorexic models, but that’s the path they could potentially be looking at.  Over the past couple years, I have noticed that the “angels” continuously get smaller and smaller year by year.  I do not necessarily think it is okay for these models’ waists to be the size of my left thigh.  I am all for being fit and healthy, but there is a BIG difference between being fit… and being unhealthily thin.  Unfortunately I feel that Victoria’s Secret is flirting with a “thin” line with just that.  Is it ethically correct to be using ridiculously thin models in their ad campaign, potentially poisoning the minds of young adults into making them think that it is the acceptable size to be?  Some of the models are, I guess you would say “normal”, but then the rest are definitely about to hit skeleton status.  A Diva’s gotta eat!  What ever happened to the good ole days of VS with my main Diva Tyra Banks and Heidi Klum.  These Divas at least had the curves to fill out the lingerie.  I am tired of seeing stick-thin angels trying to create an optical illusion of having boobs – we all know that Victoria’s REAL Secret is that they are just hungry Divas tryna eat a burger!  So as I close, I ask VS to please, PLEASE think about what models you continue to hire and cast – I realize that America has a fat epidemic occurring right now, but manipulating young minds by showing extremely skinny b*tches is not the cure.  So my word of advice for VS:

Put these girls on a Krispy Kreme Donut diet, asap!

XO

-Diva

references:

http://www.youtube.com/watch?v=E4d620HEHWs&feature=related

AD2 Roanoke

AD2 Roanoke is an affiliate of AAF (AAF Roanoke). This non-profit organization caught my eye for 2 reasons:

1. They have a very interactive site (ad2roanoke.org)

2. Most of these young professionals are 32 and younger – prime Diva age.

Current consumer perceptions (i.e. ME) and Strategic Issues of the Company 

From what I gathered through their tweets and Facebook posts accompanied by their fab website design – they know how to have a good time. They are even going AD2bing (tubing down the river) in the next couple weeks!  Throw on some Ray Bans and this Diva may consider crashing this tubing event.  Now, my research goes just as far as that, and if you can impress strictly through social media, you’re good with me!  The tweets are “punny” and I am all for a quality tweet-read. 

Now for the nitty-gritty, “so, what do they do?” question.  Unfortunately, I had to maneuver around the internet a bit more to figure out their main goal for the company - ain't nobody got time for that!  Since being an affiliate of AAF Roanoke, I am going to take a wild guess that they basically have the same intentions – “…devoted entirely to the business of advertising…come together to represent a diversity of companies from our community”.  To me, it is to the point but at the same time quite vague – but that may be my Diva stubbornness getting in the way.  Monica Jones, President of AD2 Roanoke, will be speaking in my class tomorrow – I fully plan on asking her simple questions just to get a better insight into this advertising company.

Questions for the honorary guest speaker (Monica Jones)

1. What is the mission of your company?

2. Is the tubing event open to the general public? (if yes, will drinks be provided?)

3. Is the real question, “What you know?” or “Who you know?” to get a foot in to a company?


XO
-Diva

references:

http://www.facebook.com/ad2roa
https://twitter.com/AD2ROA
http://www.aafroanoke.org/board-of-directors/

Disney does Diva

Dear fellow Diva,

It all started with the notorious backwards “G” – you know what I am talking about. Disney has and forever will hold a special place in my glitter-coated heart for many reasons – one being because it was probably the first brand and advertisements I have ever seen that paved the way to my Diva ways.  When I hear “Disney Princess”, I automatically think someone is referring to myself, but then naturally revert back to those classy girls who can sing and dance, all the while keeping their hair perfect. Classic Disney Diva Princesses is what they really should be called. But before I divulge in some of the most diva-filled princesses – a look into why and how Disney became such an underground Diva brand.

Walter Elias “Walt” Disney –the man who started it all in 1937 with one of my fav Divas, Snow White. Not only did this Diva have to deal with seven men, she even had the queen of all the land envious. If this doesn’t show fabulousness of the OD (original Diva) then leave it to my friend Walt to come up with many more Disney Diva Princesses.  Walt knew that young girls would be part of his audience and it was necessary to create a line of Disney Princesses that will forever be the foundation of “How to be a Diva”… for 7 year olds. Every time I see the opening of a movie with that backwards “G” that is supposed to be a cursive “D” (believe me, this confused me for many, many years. And I still to this day see it as a “G”), I always revert back to my younger years of innocence. I grew up with Disney, and because of that, I will blame the Disney Diva Princesses on why I am the Diva I am today.

Cinderella

Cinderella was, and still is, the most fawned Divas of them all.  What better way to teach our soon-to-be-Divas that if you sing loud enough, you can have an army of mice to sew you a pretty new dress?! But in reality, this Diva proved that you are more beautiful, smart, and amazing than what you think, no matter how much people can bring you down.  All you need to do is find some glass slippers and you can have your own prince charming. Doesn’t seem too hard, right?

Aurora (Sleeping Beauty)

This Diva has got to be one of my favorites for one and only one reason. You can sleep forever and still be beautiful.  But this is a lie, because I am pretty sure when I wake up in the morning I am no longer sleeping “beauty”… more like sleeping “troll”.  Aurora also taught me that all I need is to stay beautiful to win “true love’s kiss”.  Thank you fellow Diva.

Ariel (The Little Mermaid)

Props to this Ginger Diva. Not only does she brush her hair with a fork, but wearing sea-shells as the only coverage for your bosom is completely acceptable! The only way to get my crush to love me is to change everything about my appearance and never talk or voice my opinions. Never. Again, the guidance from these Disney Divas truly paved my way to ultimate Diva status.

Belle (Beauty and the Beast)

Belle is the beauty of the town with so many men pursing her.  Belle obviously shows to interest in all of these available men, because hey, why settle down when you are so gorgeous you can constantly have attention? Belle also taught me that it is okay to be smart and that I can read books all day long and still be pretty.  The biggest lesson of them all – you are allowed to fall in love with someone who isn’t as good looking as you are.  Classy, sensitive Diva.

Jasmine (Aladdin)

One of my favorite Divas. Jasmine was one of my biggest inspirations.  Clearly, only the coolest girls have hair that goes past their bottom and midriff showing at all times.  Did someone say kitty?  Ever since I saw that oversized cat (I know, it is a tiger), I have always wanted a pet kitty – like every Diva should have.  Jasmine told me that the only way I can be impressed with a boy is if he is a Prince and has a magic carpet. I’m sorry, that’s NOT a Persian rug? Next.

Pocahontas

Can you paint with all the colors of the wind? No... but I can paint with all the colors in my Urban Decay eye shadow pallet.  Anyway, this ultimate Diva introduced my obsession with having to be tan and work out all the time.  Not only is her skin flawless (I know, it is a cartoon – a Diva can dream), but this Diva is running around the woods and climbing trees – talk about a good work out! Pocahontas took tanned and toned to a new level. Wingapo.

In the end, it is now so obvious why our generation has grown to be such classy, sassy divas.  We have been growing up with them our whole lives. Disney will forever be the gateway to my divaness.  And it all started with that backwards “G”.

XO 

-Diva

NOTE: This post was highly sarcastic

references:

http://www.listal.com/list/all-disney-princesses