Tag Archives: Fashion

And the Oscar Goes to…Samsung

By: Gina Mason

This year’s Oscars may go down as one of the most watched and talked about award shows in history. However in years to come, we won’t remember the dresses, the winners or the pizza delivery (well, maybe the pizza delivery). We will remember Ellen Degeneres’ selfie that catapulted Samsung into the spotlight. That star-studded photo generated an enormous amount of attention and the strategic placement of the new Samsung Galaxy Note 3 may be the most epic product placement ever.

Product placement is not a new concept, but finding new ways to highlight a product without being blatantly obvious can be difficult. We have all seen numerous examples of product placement in TV shows and movies (i.e Thomas Hanks’ best friend “Wilson” in Castaway) but the most successful product placements are subtle. Here are a few reasons why the Samsung selfie strategy was effective and successful.

1.   Nothing sells products like celebrities.

We live in a celebrity-obsessed society where people try to replicate what celebrities do, wear, etc. With that concept, Samsung strategically placed its product in the epicenter of the biggest celebrity gathering of the year. Associating the product with that kind of star power was brilliant and it is no wonder why it generated such “buzz.”. Although Ellen was caught using an iPhone backstage, she positioned the Galaxy Note 3 to be the star of the show with some  the biggest names in Hollywood behind it. Literally. In case you haven’t seen it, the star-studded selfie included DeGeneres, Jared Leto, Jennifer Lawrence, Brad Pitt, Angelina Jolie, Meryl Streep, Bradly Cooper, Peter Nyong’o Jr., Channing Tatum, Julia Roberts, Kevin Spacey, Lupita Nyong’o and of course, the Samsung Galaxy Note 3.

2.     It utilized the power of social media

As many of you know, social media is the way of the world and having something go “viral” is the ultimate goal in advertising. Samsung did a very smart thing by leveraging Ellen DeGeneres’ 27.5 million Twitter followers to promote the photo and ultimately the product. According to a LA Times article, “DeGeneres’ tweet has received nearly 2.7 million retweets and nearly 1.4 million favorites. The previously most-retweeted Twitter post was by President Obama after winning his second term in 2012. That tweet got 778,000 retweets.” DeGeneres’ tweet literally “broke” Twitter’s operating system for a little over 20 minutes.

3.     It avoided the “hard sell” approach and made it seem natural

What made this placement so successful was that Samsung avoided a hard sell approach and opted for a more natural and seemingly spontaneous placement. The emphasis was not on the phone, it was on the photo. However, the white Galaxy Note 3 got its own 15 seconds of fame as the stars gathered around it. Also, what is more natural than selfies these days? Considering the word selfie was added to the dictionary last year, the act of taking “a photograph that one has taken of oneself, typically one taken with a smartphone or webcam and uploaded to a social media website” is now an everyday practice.

4.     It complemented its advertising plan

Outside of the product placement, Samsung spent an additional $20 million dollars on ads that were aired during commercial breaks, according to The Wall Street Journal . The article goes on to say that, “as part of its sponsorship and ad pact for the Oscars with ABC, the TV network airing the show, Samsung and its media buying firm Starcom MediaVest negotiated to have its Galaxy smartphone integrated into the show.”

I thought the product placement was innovative and was a unique way to generate attention for the product. I am really interested to see if there is a major increase in Samsung’s sales after this selfie strategy.

What did you think of the selfie and Samsung’s product placement? Did it make you consider purchasing or learning more about the Galaxy Note 3?

I welcome your comments and as always, if you like what you read be social and share. 

Five Resume Mistakes

Five Resume Mistakes

By: MJ Pedone – September 23, 2013

Obsessing over every detail of your resume is a nightmare. Who knows what skills or accomplishments may catch someone’s eye knowing that HR manager receive a significant amount of resumes daily. Whatever you do to set yourself apart, make sure you’re not making these mistakes:

1.     Don’t give your resume document a generic title.

We all have that document on our computers titled “My Resume.”
But when you send it out, make sure the HR or hiring manager can find it, meaning it should contain your name and the word “resume” i.e. John Doe Resume.

Also, try not to give it a title that indicates it’s a resume skewed in favor of the position.  For example Entertainment PR Resume” indicates that you have aggregated your relevant Entertainment PR experience to make it appear stronger and in favor of the position. HR managers want the total picture of your career experience and may be put off by a resume that has obviously been doctored in a certain direction.

2.     Don’t put your name and contact information in the header.

This is one of those email/computer issues that can be killer. When formatting your resume, make sure that you do not put your contact information solely in the header. Often the header gets cut off or lost when sent via e-mail or to someone’s printer, and more importantly, resume filing software doesn’t pick up the information in the header. Make sure that if someone wants to contact you, they can.

Be sure and save your resume as a PDF file, which most people can open and view in its entirety and can’t be altered.

3.     Don’t use fancy fonts.

Probably the moral of this story is to PDF your resume, but if you are going to send it as a word document, don’t use fancy fonts. Although these types of scriptive fonts look beautiful, it isn’t very professional and the person receiving the resume may not have the same font on their computer, and it can look ugly on their end. It is always safe to use Times New Roman that is a clean professional font.

4.     Don’t go overboard with flowery, vague language.

Use specifics and the terms of the job description to which you are replying. Being overqualified can be just as bad as under qualified. If the job requires knowledge of Excel, make sure the HR manager is going to see Excel on your resume. You may describe “an award winning multiple screen high-end list,” but if you don’t say Excel, they may not get it.

5.     Don’t leave holes in your history.

People who look through a significant amount of resumes, like the timeline to be chronological order. It’s important not to leave holes because you never know what someone may assume why you weren’t working for that period of time. Often times, college grads leave the year of their graduation off their resumes because they don’t want to look too young.  But the work experience is often unrelated and for periods of less than a year which doesn’t look good. If you can see that a person was in school at that time, then it’s understandable.

It’s important for recruiters to be confident in the candidates they send out and that is why they need to have full disclosure. Even though resumes are marketing tools, people expect what is on your resume to be 100% accurate and not misleading. Build your resume with confidence and a complete chronological timeline that showcases your career progression from college to present.

As always, if you like what you read be social and share.