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OCTOBER 2011 Why words get in the way of good work And how to say what you mean in the workplace Marketing Douchebaggery Karina Portuondo, Strategist/Copywriter @karinaelise8
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OCTOBER 2011
Why words get in the way of good workAnd how to say what you mean in the workplace
Marketing Douchebaggery
Karina Portuondo, Strategist/Copywriter@karinaelise8
OCTOBER 2011
First off - why am I here?Hi.
Karina PortuondoStrategist/Copywriter@karinaelise8
It’s everywhere. Why?Bad Advertising.
A humorous exploration of the words that get in the wayPart 1: The Problem.
Big Idea
IMC
360
SoLoMo
Mobile
PlatformProgram
Campaign
IAT
Omnichannel
learnings.orgGo here for a crowdsourced of marketing buzzwords. The site will actually generate an actual bingo board that you print out and play with your team during a call!
Tribal KnowledgeGurushipParadigm ShiftThe “Admosphere”
corporateasfuck.comMad libs for mission statements. If you’re writing or saying anything that sounds like this - try to stop.
@industryjargonThese are all real overheard phrases. Making fun of ourselves is the first step to change.
doucheyaccountguy.tumblr.comAlso real overheard phrases from the ad community. At least we admit we have a problem.
Design Taxi’sToungue-in-cheek brand glossary.
iamtheclient.blogspot.comA post about planners -- some of the worst offenders when it comes to overworked words.
How to say what you mean in the workplacePart 2: The Solution.
1. Pretend like you’re talking to your mom.2. Ask the tough questions.3. When all else fails, get on the same page.
Don’t make assumptions.Your mom doesn’t know what CPG stands for. She doesn’t know about transmedia storytelling or propagation planning. And it’s not because she’s not a smart lady. She’s just not entrenched in industry BS.
Call it like it is.
People are people.Not consumers.Not users.Not “momfluentials.”
Just people.
Social Sally.“I love sharing new experiences with my friends! I am the one they go to for new
trends and advice.”
Jake.I like to wear fresh kicks and take the guys to SCHOOL on the court so they
know what’s up.
1. Pretend like you’re talking to your mom.2. Ask the tough questions.3. When all else fails, get on the same page.
What is a big idea, really?
Big because in the amount of media spend that goes behind it?Big because of the number of people that’ll see it?Big because of how new or different it is?Big because it has the subjective potential to “go viral”?Big because it can fit other “tactics” inside of the same copy line?Big because of how much press it’ll get?
1. Pretend like you’re talking to your mom.2. Ask the tough questions.3. When all else fails, get on the same page.
12 new products being launched. 6 months of planning.3 different producer hand-offs. 7 team members. 8 clients in the US.15+ more abroad.30+ agency partners.100s of documents.
1 project. 1 brand.
Sometimes the words don’t matter.
As long as everyone’s speaking the same
language.
Likely, it won’t be possible to completely avoid this stuff. A good place to start is to acknowledge when words are getting in the way and do a little something about it.
• Make a glossary for the front of a big presentation.
• Spend the first 5 minutes of a meeting agreeing to semantics.
• Got any other ideas?
Ideal vs. Real
If you only remember one thing:
Marketers talk a lot about humanizing brands.Let’s start by talking to each other like humans.
Thanks!
TechnologyUser ExperienceDesignStrategy
PS: We’re hiring.
http://www.bigspaceship.com/join-us
