Election Brings Marketing Shakedown

http://www.wsj.com/articles/advertisers-search-for-middle-america-1479687543
Election Brings Marketing Shakedown Advertising professionals re-examine strategies. We knew it might come to this.  The results of this year’s election have forced ad agencies and creative professionals across the country to come to grips with a new marketing reality.  It comes as no surprise to learn that, in the aftermath of such a contentious election, a dramatic shift in the way brands target consumers has prompted a reckoning of sorts. Who are we marketing to? How do we emphasize trends while focusing on all types of consumers?  How do we move forward while marketing to people of diverse backgrounds, while including a sense of bringing our country together?  This remains to be seen.  In recent years, I’ve often felt that the broad strokes of advertising have…

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Adapting In A Digital World

http://leoburnett.com/articles/thinking/disrupt-or-be-disrupted-how-legacy-businesses-are-changing-the-game/?utm_campaign=Leo+Burnett&utm_medium=social&utm_source=twitter&utm_content=1475258585
Adapting In a Digital World An advertising executive shares strategies for a new market Here is an insightful article from EVP, ECD Jeanie Caggiano of Leo Burnett on how major brands are adapting in order to create a lasting impact on their audiences in an ever-changing digital world.  I have had the pleasure of working with Jeanie and contributing voice over on the notable and humorous ad campaign for United Healthcare since earlier last year.   She says: Evolve or die. It’s as true in business as it is in biology. Just ask Kodak. Problem is, legacy businesses—let’s say those born before the digital age—can’t always move quickly when something upends their model. Legacy agencies, too, have had to evolve or die. But technology hasn’t changed…

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Paying It Forward

Paying It Forward Is the voiceover industry of today all about just paying it forward? The concept of paying it forward is a baffling one to me, insomuch as it applies to the creative industry as a whole, freelancing specifically and the voiceover community.  It’s not that I don’t believe in doing good things for people or being the nice guy that I am.  Of course I’m willing to refer a fellow talent for a job – be it someone I’ve worked with before, or even a recent newbie who shows real promise.  It’s just that I don’t see the value in sharing every trick, tip or success story with every one of my colleagues, or often a complete stranger stepping onto the scene.  No…

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20 Somethings Don’t Suck That Much

http://mashable.com/2015/07/16/5-ways-market-to-millennials/#Xjal2RF6uaqL
20 Somethings Don’t Suck That Much 20 Somethings are smarter than you think.  You can’t fool the leaders of tomorrow.   Millennials may be a most misunderstood market- challenging to define and reach with short-attention spans.  They’re (we’re) non-traditional consumers for sure.  You can reach someone in a genuine way without lying.   As traditional advertising means are changing rapidly and a new consumer landscape is being defined, new methods of outreach are being adopted. Millennials love give-and-take. Gone are the days of faceless organizations with untouchable leadership. This generation craves transparency and dialog with the products they love. This article from Mashable from a few months back sums up those challenges/changes quite nicely.  My cousin is 24 and constantly glued to her phone. I…

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Groupies Can Be Fun

http://malevoiceovertalents.com/what-is-mvo/
Groupies Can Be Fun Well, not all groupies are fun. But these are definitely the good kind.  A bunch of guys sitting around a room (er..um..microphone) that will talk to you about anything- food, technology, beer, software, sports, politics, you name it! Who exactly are they and what do they do?  Well, find out at the link above.  I’m glad to be a part of this awesome crew of gentlemen – the MVO Voice-Over Guys.  My oh my they’re all so good! And, I swear, they’re a pretty cool bunch! “What Is MVO: The Voice-Over Guys!” Male VoiceOver Talents The VoiceOver Guys RSS. MVO: The Voice-Over Guys, Web. 18 Nov. 2015.

Ever-So-Subtle Selling Tactics of Voiceover People

The Ever-So-Subtle Selling Tactics of Voiceover People Starring “The Voice Talent” and “The Lawyer” You know the type.  You’re at a party and they’re the first people to stress the value of their niche business to everyone.  You haven’t gotten a chance to introduce yourself and they’ve already handed you their business card or sales pamphlet, eager to persuade you. Chances are it was probably a voiceover artist.  We do have the “coolest job in the world” after all. Take the following instance at a PTA reception recently: VT: Hi I’m a voiceover artist, what do you do?  I’m a lawyer VT: Oh that’s cool. Do you need a voice? I do commercials narrations promos messages on hold explainers— What?? VT: You never know when…

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Voice Actor Therapy

Voice Actor Therapy …or Heresy For The Voice Actor Hey all- Welcome Back! Hope you have been both busy and having fun these past few weeks!  Including Halloween.  Did anyone dress up as a U87 or an AKG C 214?   Did anyone go as Don LaFontaine?  Whatever or whomever it was, I hope you at least had fun doing it.  I was home watching horror movies on my couch with a glass of wine and what a time it was! Finally some cool Fall weather headed our way. Wait, what’s that “hissing” sound?!  Oh right, that’s my radiator.  Gotta stay warm.  Hopefully it won’t interfere with any recordings. Well, I’m back with another voice actor blog post. You know, the one where I talk about things…

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Experience, Not Pay, Right?

http://www.adweek.com/adfreak/watch-people-other-industries-react-hilariously-being-asked-free-spec-work-167945
It’s About The Experience Not The Pay, Right? …and it will lead to more work down the line! Experience over pay. It’s sadly an all-too-common phrase you hear within certain industries.  Especially in voice over  And worse, it seems to be accepted in some cases. Last week a video posted on Adweek’s website was quite the buzz. It seemed to resonate for many people in creative fields such as advertising, PR, graphic design and, surprisingly enough, voice over.  Yep, within an hour or so, many of my VO colleagues were posting this video all over social media.  Pretty soon more and more people picked up on it and the video went viral.  The gist was to show how people in non-advertising fields react to “working…

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Musings, Mantras, Truths and Questions Within The Creative Quest

Musings, Truths, Mantras and Questions within The Creative Quest or what I’ve learned along the way so far… 1.)  Ask not what your producer can do for you, but what you can do for your producer.  JFK moment of voiceover truth. 2.) Today the landscape of our business trends toward quantity over quality.  Who is working the most.  Doing the most.  Being seen the most.  Instant fame versus years of hard work and talent backing up the ultimate testament of true worth.   How many gigs have you booked? How many followers do you have?  When it comes to voice over work, I can tell you for one that I have not hit the 1000 mark yet.  But who’s counting?  Odd that the quality of select, professional projects seems to resonate less…

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The Voice Talent Audience Dilemma

The Voice Talent Audience Dilemma Why voice talents are marketing to themselves and not to their potential clients Is there an audience dilemma in the voiceover marketing world? One of the things I learned in drama school and from seeing a great deal of theater when I was younger (because I’m ancient now), was that the audience and the actors on stage are one. There is an exchange of information via story-telling—a reciprocity, if you will. In that very moment, the actors are actively engaging with the audience & viewers. They may not acknowledge them directly, but their exchange of energy validates both and thus creates a new rapport during every performance. They need the audience. The audience needs them. And that relationship is developed…

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