“Seriously … stop yelling at me.”

Okay, I understand that the majority of car dealers feel their radio advertising must grab the attention of as many potential buyers as possible. I totally get that. But is shouting like a professional wrestler who’s describing how he’s going to hurl his opponent out of the ring with a folded metal chair really necessary? And if you’re on the radio, do you really need to record the spot using a megaphone? And you know what? If you’re trying to sound excited about selling cars, you don’t. You just sound mad. If Dr. Drew ever devotes an entire reality show to anger management, you might wanna audition.

Now, I’m not suggesting that all the yelling, the cave-like echoes, the techno music and the lasers don’t work. Because like everyone else, I, too, am a car buyer. So as much as I hate to admit it, I know for a fact that they do work, because they have worked on me. If someone is in the market for buying a new car, he or she won’t change the channel to avoid commercials. Instead, he or she might leave it on the station for the sole purpose of hearing every car ad. So, sure … the typical car advertising does work. But does it work because of the yelling, or does it work because a potential car buyer will listen to almost anything?

So why should a car advertiser want to shy away from the current trend? Here’s why … let’s say I’m driving down the road and hypothetically listening to some Wilson Phillips on the radio. Carnie’s rare solo comes to an end, so I of course change the channel (the skinny bitches hardly ever let her sing) and what’s the first thing I hear? Screaming and yelling about buying a new car. Will I stop and listen? I already have my new car, so the answer is a big honkin’ “no.”

But what if I hear something that’s interesting? Funny? Compelling? Something that makes me take notice? Something that makes me talk about it at work the next day. Something that makes me remember their name the next time I’m in the market to buy a car.

To sum up my little tirade, if you want to limit your listening audience, go ahead and yell over some earsplitting music and the occasional booming sound effect equal to that of an explosion of an abandoned school bus meth lab. But if you want the rest of the population to listen to you, do something different. Remember, whoever gets an opportunity to listen may not be car buyers today, but unless their last name is Yoder, they will be at some point. So go ahead, be brave, break out of the box and strike an emotional chord. Because otherwise, you may never make it past Sunday, Sunday Sunday.

Building and Maintaining Client Relationships

“Sure thing, we will take care of it!” These words come out of my mouth at least 25 times a week. Why, you ask? Because it is my goal each day to make sure that our clients know we are here to be a partner in their marketing, advertising and public relations efforts. And, as the Account Executive for the client, I am the person who must make sure that they receive this message and that they fully understand and believe in this.

I always have a focus on making sure the work gets done and the client is satisfied. But, additionally, I find it important to get to know my clients on a personal level. I like to know their birthdays, the names of their family members, what they like to do when they are not working. I find that working on this level only improves how we work together on planning, projects, and our overall collaboration as a team.

For instance, I have worked with one of my clients for several years now. And at the start of each project, we meet to discuss the details. Is the job a print ad, radio spot or a direct mail? We talk about the theme of the job, if it will be a four-color job and what size will it be. This is the time where they are able to download any specifications that might be helpful for me to share with the Art Director on the account. We roll through these meetings, jumping from one item to the next. Much of the reason these have become a breeze is partially because we have had over 50 of these meetings and also because our relationship, both work and personal, has developed so much over the last three years.

So I challenge anyone in Account Services to do the same, if you are not already. Make sure you have a good business relationship by enhancing it with a personal element. Be sure to find out their birthdays, set them up in your calendar and keep a working file on each of your clients. It will only improve your relationship with them and overall will improve your work together.

Hustle

Over 25 years ago, while visiting an advertising agency in Fort Worth, I noticed something hanging in the lobby. It was a framed photograph of an old typewriter with a document still rolled on its carriage. The document was a poem, probably written many years ago, and it summed up my work ethic so well that I asked the agency for a copy of the photo. The poem goes like this:

Hustle is doing something that everyone
is absolutely certain can’t be done.
Hustle is making the sale because you got there first,
or stayed with it after everyone else gave up.
Hustle is shoe leather and elbow grease and sweat
and missing lunch.
Hustle is getting prospects to say “yes” after they say “no” twenty times.
Hustle is doing more for our customers
than the other guy is doing for him.
Hustle is believing in yourself
and the business you’re in.
Hustle is the sheer joy of winning.
Hustle is being the sorest loser in town.
Hustle is hating to take a vacation because you
might miss a piece of the action.
Hustle is pure joy if you’re a hustler.
Hustle is pure hell if you’re not.

Obviously, the poem was written for someone in sales. But what really caught my attention was the passion expressed in the message. I thoroughly enjoy working with people who have a passion for what they do. It’s about believing in your products and services, truly enjoying helping your clients succeed, putting your heart and soul into your work to produce a truly exceptional product, being honest and truthful, and being part of a group of people who believe in each other.

Passion is something you can’t fake. It’s something that comes from the heart – not your brain.

When I look at our team…I see a lot of passion.

And I’m very proud of what we’ve done and what we can do.

Maybe we’ve got a little Hustle…

Blog Days of Summer

“We would like to offer you an internship in our digital department.” These are the words I heard when I was told I had been given the opportunity to intern at thevimarcgroup. I didn’t even have to think about my response. “Yes,” I blurted out, “I would love to work for you this summer.”

I had been looking for an advertising internship in Louisville for a few months and was eager to find a good fit; vimarc seemed like the right place. It is small enough to allow hands-on experience, yet large enough to give good insight into all aspects of a full-service agency.

I had answered so quickly that it wasn’t until I hung up the phone that I realized what I had just committed to. Did he say digital department? I thought to myself. Creative, PR, Account Services—these were the departments that came to mind when I thought of an advertising agency. I hadn’t heard of a digital marketing department before.

On my first day, I was eager to find out what the people in the digital department actually did and to get a feel for where I would fit in. Little did I know I was about to be thrown into a world of SEO, CTRs, e-mail blasts, CMSs, blogs, SEM, banner ads, cookies, URLs, and social networking, just to name a few. To everyone in the department, these words were common knowledge, but to me they might as well have been another language.

I wouldn’t exactly call myself an Internet guru. Sure, I can check my e-mail, surf the web, and update Facebook with the best of them, but that was about the extent of my knowledge. When it came to how content wound up on the web and how companies go about targeting specific audiences, I had no idea.

Every now and then, I would sit in on a conversation with a client who wasn’t well versed in digital marketing either. I would take notes on the answers to their questions and make an effort to write down words I did not recognize. After the meeting, I’d go back and look up the words in the digital dictionary I was given my first day—a tool that has proven to be priceless.

The people in the department have done a great job of noticing my puzzled expression and have made efforts to clarify anything that seems confusing. It didn’t take long to catch on to the most common terms. I learned that SEM stands for search engine marketing—when a company pays for certain key words to increase their visibility on the results page. I discovered that banner ads are the small ads companies purchase to be displayed on high-traffic websites. I found out that e-mail blasts are sent by a company to a predetermined list of potential customers to inform them about a product or offer special promotions. All of these tools are used to increase traffic to a company’s website with the goal of generating leads and, ultimately, increasing sales.

Once I got past the complicated lingo, I could see that digital marketing is an integral part of a successful marketing campaign. The digital sector of the advertising world is booming. There is no question that increasing numbers of people are looking to the Internet as their main source of information. I hadn’t realized how much I personally relied on the Internet as a tool for making buying decisions. When is Macy’s next sale? Where is the closest Walgreens? How much are Reds tickets going for? The Internet is always the first and often only place I look to glean information before making a purchase.

How had I overlooked this huge part of advertising? My internship at vimarc has opened my eyes to the endless possibilities of the Internet. In a few weeks, I have gone from knowing little to nothing about digital marketing to understanding that the digital component of a company’s campaign is perhaps the most critical.

Local and Nationally Recognized Artists to Exhibit at Louisville Festival of the Arts at The Summit

LOUISVILLE, Ky. – Hundreds of artists will converge on The Summit for the 2nd Annual Louisville Festival of the Arts. This top rated festival brings together an eclectic mix of the nation’s most talented artists for one of the country’s finest juried art shows on Saturday, May 30th and Sunday, May 31st from 10 a.m. to 5 p.m. Admission is free and open to the public.

The artists were juried by an independent panel of expert judges and hand-selected from hundreds of applicants based on quality and diversity; among them are several husband and wife teams.

John and Rosie Blowers of Ocala, Fla., will be displaying their unique art during this first rate show. They have backgrounds in different art mediums and own Blowers Studios in Fennville, Mich., and Ocala, Fla., where their paintings, photography and other works of art are available. John has been involved in the arts for more than 45 years, and has won numerous awards for his contemporary landscapes and leatherwork. Rosie works with metal, porcelain, and glass. Her love of color and light led to her working with stained glass, which she also incorporates in her photography.

Arlene and Michael Parker of Jasper, Ga., another husband and wife team, started Serendipity Studio & Gallery 12 years ago. They create stained glass art jewelry. The pieces are made in a dramatic and unique art form. The Parkers work as a team in the design and creation of original pieces like pendants and brooches which utilize a myriad of colors and materials, such as, fused dichroic glass and semi-precious mineral cabochons. Their work also includes natural mineral and crystal necklaces, bracelets and earrings.

They are excited to participate in the Louisville Festival of the Arts at The Summit. “We look forward to each exhibit and the friendships that we create along the way,” says Michael Parker. “We feel privileged to share our artwork with the people of Louisville.”

As a part of the 2-day festival, music will be provided from local artists.

Concert Schedule

Saturday, May 30
11 a.m. – 12 p.m. – John Gage
2 p.m. – 4 p.m. – Juggernaut Jug Band
6 p.m. – 8:30 p.m. – The Rigbys

Sunday, May 31
12 p.m. – 2 p.m. – The Mike Tracy Jazz Quartet
4 p.m. – 6 p.m. – The That & The Other

Bill Collins Ford Lincoln Mercury-Lexington Celebrates New Dealership

LOUISVILLE, Ky. – Bill Collins Ford Lincoln Mercury-Lexington celebrates its Grand Opening on Tuesday, May 19th. The ribbon-cutting ceremony will begin at 11:30 a.m. at 4030 Nicholasville Road at Brannon Crossing.

The development spans over 10.5 acres and cost approximately $14 million. The dealership currently employs 58 people and the Collins Auto Group will hire 20-25 staff members during the next year, including body technicians, service technicians, sales and support staff. “Our new dealership home clearly reflects our strong belief and confidence in the Ford Motor Company, its current and future product plans, and the Lexington/Central Kentucky consumer strength,” says Kevin Collins, President of the Collins Auto Group.

The new dealership sells and services the complete line of Ford, Lincoln and Mercury vehicles. With the closing of Green’s Lincoln Mercury in Lexington, the Ford Motor Company has granted an exclusive relationship with the Collins organization to sell Lincoln and Mercury vehicles in the Lexington area.

Tours of the dealership will be available after the ribbon cutting ceremony. Hors d’oeuvres and refreshments will be served. This is an invitation only event.

Bill Collins Ford Lincoln Mercury-Lexington Celebrates Grand Opening May 19th

WHAT: Bill Collins Ford Lincoln Mercury-Lexington celebrates its official Grand Opening on Tuesday, May 19th. The celebration will start with a ribbon cutting ceremony at 11:30 a.m. Hors d’oeuvres and refreshments will be served afterwards. This is an invitation only event.

The dealership has moved to its new location at 4030 Nicholasville Road at Brannon Crossing. The business was previously known as Man-O-War Ford and was located at 3695 Nicholasville Road.
WHO: Bill Collins Ford Lincoln Mercury-Lexington

WHEN: Tuesday, May 19th at 11:30 a.m.

WHERE: Bill Collins Ford Lincoln Mercury-Lexington
4030 Nicholasville Road
Lexington, KY 40503-4400
(Located at Brannon Crossing)

WHY: Bill Collins Ford Lincoln Mercury-Lexington opened on January 22, 2009. The new dealership carries, sells and services the complete line of Lincoln and Mercury vehicles. With the closing of Green’s Lincoln Mercury in Lexington, the Ford Motor Company has established an exclusive relationship with the Collins organization to sell Lincoln and Mercury vehicles in the Lexington area.

Metro United Way Seeks Social Innovators

LOUISVILLE, Ky. (May 4, 2009) –Do you know someone who has a burning idea that will change the community for the better? Metro United Way’s LIVE UNITED Social Innovation Prize is designed for change makers in Kentuckiana who are prepared to put their ideas into action. Prizes totaling $25,000 will be awarded to the innovators who gain the most support from the community.

Director of Community Building Howard Mason noted, “A new generation of social innovators is needed to offer 21st century solutions for the issues of today and tomorrow. Metro United Way wants to encourage and highlight the work of innovators who achieve lasting social change through a new invention, a different approach, a more effective use of known technologies or strategies, or a combination of these.”

A total of four prizes will be awarded. Three $5000 prizes will be awarded: one for the best solution in each of the areas of education, income and health. A grand prize of $10,000 will be awarded for a solution that produces results in two or more of these areas.

Finalists will be posted on Metro United Way’s website in the education, income, health or combination categories. Visitors to the website will have the opportunity to donate by credit card to one or more finalist. The winners will be determined by the highest total donations in each category. All finalists will receive the amount donated to their solutions.

The LIVE UNITED Social Innovation Prize is for expenses directly related to the implementation of the solution, and will help attract funding and other resources and support. Finalists will be offered nurturing and support to incubate their solutions. Each finalist will be connected to a “wisdom council” of mentors and advisors with whom the finalist may meet regularly. The wisdom council will be empowered to connect the finalists with additional resources for advice, training, and support.

The website for applying for the LIVE UNITED Social Innovation Prize opens May 4, 2009: www.metrounitedway.org/innovation

The deadline for submissions is July 8. For additional information, please visit, call (502) 292-6126, or email howard.mason@metrounitedway.org.

Gap at The Summit to Benefit Louisville Metro Animal Services with Donation Drive

WHAT: Gap at The Summit will accept donations for Louisville Metro Animal Services starting tomorrow, April 24th through Sunday, April 26th. Customers can bring in any item from the wish lists below and receive 10% off any purchase. By donating, shoppers will be able to help over 15,000 animals that Louisville Metro Animal Services receive annually.

Pet Supply & Household Item Wish List
• Laundry Detergent
• Bleach
• Mr. Clean – Orange
• Toilet Paper
• Canned Puppy & Kitten Food
• Dog & Cat Treats
• Towels & Bath Mats*
• Crates and Carriers of all sizes*
• Toys for dogs, puppies, cats and kittens (hard rubber only please for dogs and puppies)*

• Indicates gently used items are acceptable in addition to new items

Medical Supplies Wish List
• Gauze (3×3 & 4×4)
• Bandaging Material
• Rubbing Alcohol
• Peroxide
• Digital Thermometers
• Heating Pads

WHO: Gap at The Summit and Metro Louisville Animal Services

WHEN: Friday, April 24th – Sunday, April 26th during store hours: Friday and Saturday, 10 a.m. to 9 p.m. and Sunday, noon – 6 p.m.

WHERE: Gap at The Summit Louisville 4300 Summit Plaza Louisville, KY 40241

WHY: Gap at The Summit offers the chance for the community to help thousands of animals have better lives.

Kentucky Writers Day 2009

LEBANON, Ky. – The annual Kentucky Writers Day Celebration begins on Sunday, April 19, from 11 a.m. – 4 p.m. with the Kentucky Writers Day Celebration Premier, featuring poet H.R. Stoneback. Throughout the festival, noted writers, authors, poets and songwriters will gather to read and perform their own work, as well as the work of others at various venues throughout the Lebanon region. Headquarters for the event will be the Historic Penn’s Store located at 257 Penn’s Store Road, in Gravel Switch, Kentucky.

Celebrating the birthday of Kentucky poet, novelist and literary critic Robert Penn Warren, the festival will resume on Friday, April 24 with the 2009 Kentucky Writers Day Celebration Kickoff from 7:30 – 10:30 p.m. at Big Jim’s Steakhouse and Buffet, located at 212 West Main Street in Lebanon, Kentucky.

On Saturday, April 25, activities take place from 11 a.m. – 4 p.m., at Historic Penn’s Store, followed by a Songwriters Showcase at Sutton’s Restaurant in Danville, Kentucky, from 7 p.m. to midnight.

The event concludes on Sunday, April 26 at Historic Penn’s Store from 11 a.m. – 4 p.m.

Throughout the weekend, there will be a silent auction, as well as many items and gifts available for purchase including books and CDs (for artists to sign) and plants from Steve’s Plants. Attendees are encouraged to bring a chair and/or blanket but also their own literary or musical creations to share as open mics will be available throughout the venues.

Admission to all events is free. For more information about this event, go to www.VisitLebanonKy.com or contact Historic Penn’s Store at (859) 332-7706 or PennsStore@aol.com.