Why I think truth is smart

Why I think truth is smart

I have never smoked cigarettes and never will, so I’ve never needed convincing to not smoke; however, if I did, truth would certainly have convinced me to quit by now. In my opinion, this anti-smoking campaign is extremely effective from an advertising and marketing standpoint.

“truth” is a national anti-tobacco campaign by the Truth Initiative (formerly known as American Legacy Foundation), working towards ending smoking among youth. They’ve been at it since 1999 and they’ve truly adapted with the changing technology and culture over the years. truth commercials have been on air throughout much of my life and I’ve been always been impressed with them all. The most memorable for me was the “Singing Cowboy (2007),” that scarred just about every kid in America at the time. This was obviously when they were still going for the shock and awe effect; it worked.

Today, the organization has evolved to trying to connect with social issues and social trends. The Truth Initiative uses all forms of media outlets and social media platforms to reach today’s teens, Gen Z. The commercial that sparked my interest again to encourage this post is their (relatively) new campaign, #StopProfiling, from ad agency, 72andSunny. I think this ad effectively connects with current social issues in the country, connects it with their cause and connects it to today’s youth. This can be a somewhat tricky sector to break into, as we saw with the Kendall Jenner/Pepsi disaster, but in my opinion, they did it. It works because: 1) it calls out huge corporations for taking advantage of the less fortunate and 2) it’s supported by facts. According to the National Cancer Institute, from 1970 to 2005, there was a major shift in advertising spending from measured media (TV, radio, magazines and billboards) to promotional activities (price discounts). This was a shift from about 18% on promotional activities to almost 100%. This doesn’t look good for “Big Tobacco” when they have been long known for keeping prices low for the lower classes. This particular campaign is causing quite a stir; this tweet gained significantly more engagement than usual, when their average tweet has about 20 retweets and 50 favorites.

A few more campaigns that I thought were effective in connecting with social issues and social trends are:

Hitting us where it really hurts (our wallets)

Our generation’s obsession with our pets, memes and GIFs

Our love of going green

Nice job, Truth Initiative. This millennial doesn’t really need to be convinced not to smoke, but I do appreciate your marketing strategy and trying to make America a little bit healthier.

An American in Cortona

This May, I was fortunate enough to live in Cortona, Italy with the UGA Terry College of Business program. Largely known for its depiction in Under The Tuscan Sun, Cortona was the perfect way to experience small town Italian culture. UGA’s Cortona campus is a renovated monastery-turned-dorm at the top of the scenic mountain town. It was crazy how quickly it began to feel like home, almost 5,000 miles away from Georgia.

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Cortona is located in the farthest eastern corner of Tuscany atop a mountain. The streets and buildings are all made of stone with almost no greenery that is not in a pot, but this really adds to Cortona’s overall charm. The only flat street in town is Via Nazionale where all the shops and cafes are located. These are the cafes we would visit almost every day for a latte (only 1 euro!) and a pastry to work on our assignments. While the stone structures and streets add to the overall charm, the real charm of Cortona is its people. I honestly expected local people to not like us since we were American, but they were really patient and kind to us, as well as all tourists. UGA has had students coming to Cortona for the past 50 years, so they’re definitely used to us, but I think it helped that they knew we were genuinely there to learn about their culture. My favorite part of Cortona was its family owned, local artisan shops all around town. You could buy anything from handmade soap to custom designed clothing. While you might want to come prepared where your wallet is concerned ($$$) if you’re hoping to buy, it’s so much fun stopping in and meeting the owners and artists themselves!

Through this Terry College of Business study abroad program, we took an international business course and an Italian culture course. Our Italian culture course explored Italian art and literature, as well as the history behind it. By visiting local businesses and speaking with their owners, we learned fascinating information about the overall Italian business culture. I was most interested in two aspects: riposo and “marrying your employees.”

Riposo is basically the Italian “siesta” and it is still a very common practice in Italy. We had to wait until about 3pm to go to the cafe every day because they’d be closed from about 12:30 to 3 every single day. While I admit this definitely results in some profit loss and reduced productivity, it is genius from an employee job satisfaction standpoint. The mentality behind this practice is that employees aren’t living their entire waking life at work. This allows employees to feel as though going to work is an activity that occupies most of their day, but isn’t their whole life. They get to maybe nap, eat, or see family and friends during their break, which allows them to feel rejuvenated when they come back at 3 or 4pm until close around 7pm.

When I say “marrying your employees,” I mean that it is law in Italy that an employer cannot simply just fire an employee. An employer commits to employing someone for life, unless they do something insanely terrible or illegal. Even if they are a horrible employee, an employer is required by law to give them three warnings and then, if they do not correct the behavior, they can be let go. However, the fired employee has an option to appeal this, which can cost the employer thousands of dollars in legal fees, time and energy. While I say this, it is not necessarily a bad thing in the Italian culture. While lackadaisical employees can hinder productivity, often times it’s good for a business. This practice has encouraged the Italian people to see their job as a career and not so much so a stepping stone to the next best thing. For example, it was very common for 40 year old men to be a waiter at a restaurant and they took their job very seriously. Whereas at home in the US, a waiter is usually a bored college student trying to pay some bills and student loans. Waiters in Italy were always very concerned if you did not eat all of your food because they thought you didn’t enjoy the food. The success of the restaurant directly affects their chosen career, so they want to ensure customer’s satisfaction with their experience.

My favorite part of Italian culture is “aperitivo,” when everyone in town comes to the piazza around 6pm to sit, drink wine or walk around to talk to neighbors. It’s something both locals and tourists can participate in, which what I thought made this custom cool. This Huffpost article did a great job of explaining the historical significance behind it and the typical “aperitivo” food and drink. I didn’t know about Spritz before I went to Italy, but they are an Italian staple. I wasn’t a huge fan though, so I stayed with red wine most of the time! Italian’s eat very late, after aperitivo, so they usually eat around 9pm and later. The Italian culture believes eating is an activity for spending time with friends and family. In a traditional Italian dinner, there’s at least 3 courses and 5 courses is most common: antipasto, primo, secondo, contorno and dolce. I love Italian food, so it was great getting to try so many things each night. Some have asked me if we had to adjust to different portion sizes in Italy versus the “huge” American portions. Honestly, I ate way more food in Italy than I ever do at home in the US. While each portion may be small, a person gets full after 3 or more courses of carb-loaded food.

If you ever have the opportunity to not only go abroad, but live abroad, do it. I cannot stress enough how amazing it was to spend a month in this amazing little town. Immersing yourself in a culture so different from your own allows you to appreciate their way of life, but also your way of life back home. While I was very happy to be home, I already miss Cortona with every part of my being and I’ll forever be an Italophile.

More to come about my travels to Rome, Florence, Pisa, Cinque Terre and Venice! I just wanted to share about beautiful Cortona first! 

Pinterest the travel guide: Nashville edition

Pinterest the travel guide: Nashville edition

I recently went to Nashville for the weekend and I owe our successful trip all to Pinterest! Usually, I look solely to Instagram for travel recommendations. Instagram users find the coolest and often hidden gems in cities, and then are able to share the exact location for other users to find! However, for Nashville, I found that Pinterest was a great platform for bloggers to share sample itineraries for weekend trips. Screen Shot 2017-06-22 at 2.00.06 AM

Even though it rained about 99% of our weekend, we were definitely able to make the most of our trip! Here are some of my favorite places we visited:

Draper James: First, I am obsessed with all things Southern and Draper James is classic Southern style. Second, Reese Witherspoon has been one of my role models ever since I can remember. She’s an amazing actress and businesswoman. And third, we actually got to meet her and she was so nice. So. Nice.

ACME Feed and Seed: ACME is a four story factory turned into a restaurant, bar and concert venue. This place was packed with both tourists and locals, and I definitely know why. You could easily spend your whole night in this one building. The rooftop bar had a great view of the river and city, while the ground floor had delicious drinks and food, as well as a live band.

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Murals: We hit a few of the most popular ones, but they are located literally all over the city. Murals are one of my favorite newer city trends. They’re art that everyone can relate to, while also livening up the area. I saw most of these on Instagram first, but some blogs from Pinterest helped me find their location!

Biscuit Love: I had heard so much about this brunch place online and from friends-of-friends, so we had to try it. The “bonuts” are definitely not overrated and worth every second of the wait in line. Get there early to avoid a line around the block!

The Broadway Strip: I feel like everyone should experience this at least once their life. The street is lined with huge neon signs and every bar is at least two stories high (most are three or four!). Each bar has multiple cover bands playing on each floor. We loved exploring the four floors of Honky Tonk Central, the old school car hung on the wall at Nudie’s and the party scene at The Stage.

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Antique Archeology: I was a History minor in college, so I’m a huge fan of the American Pickers show on the History Channel. My parents and I used to watch all day marathons on the weekends when I still lived at home. I had to include their Nashville store location on my Nashville list and I wasn’t disappointed! They had some crazy items, as well as tons of show merchandise for fans of the show.

The Loveless Cafe: The Loveless was one of those things that I knew was famous, but wasn’t sure why. Every famous country music artist has been and taken a picture there. While it is actually a little bit of drive out of the city, it was definitely worth the trip. The food was amazing and it was fun to learn about it’s history in its shops during the wait. It was originally one of the few stops on Highway 100 in the 1950s and has been famous for its Southern food ever since.

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More of Pinterest’s Nashville highlights include:

  • The Pancake Pantry
  • The Pharmacy
  • Pedal Tavern
  • Country Music Hall of Fame
  • The Grand Ole Opry
  • The Parthenon
  • Pinewood Social
  • Hattie B’s

Wendy’s is savage and Twitterverse loves it

I know I’m not the first person to acknowledge how Wendy’s Twitter account is hilarious, but I wanted to address how I love it as a digital marketing strategy for the company.

Wendy’s understands who Twitter users are and how they utilize it as a platform. While there are Twitter users all over the demographic spectrum, the most active users are the millennial generation and younger. Millennials were the innovators that first made Twitter successful in its launch in 2006 and continue to consider it as one of their favorite platforms. Millennials largely use Twitter to: 1) talk about politics 2) complain about things and 3) share jokes and memes. Wendy’s marketing team has gone with #3 and ran with it. 

The overarching goal of a social media campaign is to create an online community around your brand, where you can facilitate discussion about the brand in a positive light. Nothing gets millennials talking more than a savage fast food company tweeting insults and “clapbacks” about its competitors. This clever use of brand personification makes millennials want to be Wendy’s best friend. This guy even wanted to hookup with Wendy’s, to which they replied “We are literally a restaurant.” 

If you haven’t seen Wendy’s Twitter yet, here’s one of my favorite videos that compiled the best of the best examples of Wendy’s tweets:

Whoops! I spoke too soon; Vine influencer marketing is no more

As you’ve probably already heard, Vine is no more. Even after I just wrote an article raving about the ingeniousness of Vine influencer marketing just last week. Now, everyone’s talking about Twitter’s recent murder of Vine. It’s even the first thing that pops up when you type “what happened” into Google.

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Four days ago, Vine posted this whammy to the public and seemed to take many people by surprise. Vanity Fair did a great job of summarizing what really happened inside Twitter and Vine that led to this ultimate decision.

Vine influencers everywhere are scrambling to relocate their following to other social platforms, so maybe it won’t affect their careers too much. Many of them have already used their Vine accounts to gain fame and are already in the public’s eye. Now, they need to work hard to stay in the limelight. I’m interested to see if their sponsorships will adapt and carry over into their platforms or fizzle out.

Maybe the next big hit app will allow for a new generation of internet famous twenty-somethings??? Maybe I’ll have to try it out and see if I can get a movie role out of it one day.