Eyes Open

It’s amazing what you discover about yourself when you do what you love on a regular basis.  This internship I have right now at the Cleveland Clinic is teaching me so much about not just the major that I am investing tens  of thousands of dollars and 4 years into but also about things that I need to operate in life.

For example, I am quickly becoming a new media junkie.  I want to know about all the latest trends on the internet and what is coming down the pipeline.  Ever since my internship with Bob Evans, I have been intrigued with the power of these new and exciting tools (Shout out to Jamie Chabra, who set me on this path).

However, I’m discovering at the Clinic the usefulness of classic strategies.  Media Relations mixed with strong community and national initiatives are tools that are still very relevant.  In order for me to be the best PR practitioner I can be, I need to be able to grasp and harness the power of both.

This leads me to my epiphany.  The world is an ever changing place.  Everyday new issues arise that matter to people - and not just any people, friends and family.  In this post-modern world we live in, I need to be able to stay up with what’s going on and stay relevant to people’s lives.

At the same time, their are traditional values that I never want to leave behind.  One of the greatest lessons my mother ever taught me was when I was 16 and we went to a Taco Bell for dinner and I didn’t hold the door open for her.  She ripped me a new one.  That was the greatest lesson in chivalry and respect for women that I ever learned.

When I keep my eyes open for these things, I’m able to see so much and with a graduation, a new job and of course, a wedding in the near future, I’m finding more and more everyday.

A Question for You

It’s 1:25 in the morning right now and I can’t sleep.  Not that I’ve tried much, but there’s a question that’s been in my all day, and it has to do with a quote I like, or liked… At this point I don’t know what to make of it. So I figure I’ll tell you about it and see what you think.

In my emails I’ve been using a signature, that reads:

–

Aaron Baer

Ohio University Student

**my cell number**

My point is this: The world would be better served if we could braid the

network of social media with the discipline of the traditional news gathering

organization. So far, there are no good examples of this occurring and the

world does not benefit from the chasm between an emerging institution and
the obstinance of a crumbling one. - Shel Israel

__

I’ve been using this tag since I read this post  by Shel Israel a few months ago.  To me, it basically says that we need to find a way to bring together old ways of communication with new ways.  I agree with this statement (as I read it) and I want to be a part of an organization/company that finds a way to bridge this “chasm”.  However, in the past week I have been told by two communications professionals on separate occaisons  that I should leave the tag out of my emails.    It has been removed now, but I am still left wondering why I should remove it.  So I pose the question to you, my friends.  What is the lesson that I need to learn?  Am I misinterpreting what he is saying?  Can the quote be easily misinterpreted?  Or is there something offensive about the idea of the “obstinance of a crumbling one”?

I’ve had some great feed back on a lot of my posts, but now more than any before I’d like to hear from you on what you think of this quote and why I should leave it out.  Appreciate it, good night.

Worlds Apart

I came across two interesting articles on digg today.  I’m going to share them with you and put my 2 cents in on them, but I would love to hear your interpretation of how the companies in these articles are heading down different paths.

Here’s what I found:

Starbucks has recently cut its profits forecast for FY 09, blaming the economic housing crunch in the US.  Read More

Apple on the other hand as announced, among other things, a 51 percent unit growth and has had their best March ever.

Read More (Note - in the article, you’ll see they made no direct reference to the MacBook Air… interesting, but besides the point)

How is this happening?  A year or two ago, these companies seemed to be on the same path, but as Apple has flourished, Starbucks is struggling to maintain in these times.  Many of you out there might be thinking “Aaron, I barely have enough money to deal with $4 gas! How am I supposed to handle $4 coffee!?!”  You could then go on to point out how McDonalds and Dunkin Donuts are simply stealing Starbuck’s customers with cheap, quality coffee.

But explain to me how Apple can sell $200 iPods and $400 iPhones and $2000 MacBook Pros consistently when you can buy any other MP3 player, cell phone and a laptop for a quarter of these prices?

…seriously, explain to me…

The way I see it is that Apple has been able to develop a “perceived need” among all consumers.  Because of their “everyman” marketing, they’ve made their brand into a unique image that crosses all boundaries - economic intellectual and cultural.  The focus for customers isn’t on the price but on the Mac movement.  And when your computer has that little piece of fruit on the front, you’re a member.  This is what causes a college student to take out a loan to buy a 2.16 GHz, Intel 2 Core Duo MacBook Pro (I NEEDED IT!)

Meanwhile, Starbucks focused their brand towards the on the go businessman or the overbooked sorority girl with her hair in a pony tail and father’s cash in pocket.  Many paying customers are left out of this picture, which let them find other coffee.  Their competitors capitalized and proved themselves worthy adversaries.

So, what do you think?

Idea Machine

I have ideas. Many different ideas actually. I’d wager to say though that you have ideas too; we all do. But I think my ideas are special and I want to save them for that right moment to get a “wow” from my next employer. But I’m afraid… I’m afraid that one day the ideas will run dry, and when they turn to me and say

“What should we do, Aaron?”

I’ll freeze and look like a “one-idea-wonder”.

But last Friday I found ideas I didn’t know I had. I went to lunch with a good friend of mine, Paul Matson and as we sat around - first at a bar having lunch, then out on his roof playing djembe and guitar - and talked. We talked about everything, from communications to politics to life in Athens. Paul had some great insights into many things I never thought of, but that’s not what surprised me (not because his ideas weren’t great, but because I’ve come to expect him to bring interesting thoughts to the table). What shocked me was some of the ideas I had. Things that I knew, but never articulated. And once I got them out there and talked them out with someone, I found new value in them.

This made me wonder, “why haven’t I talked these ideas out before?” So I came up with a list - Top five reasons we are “Idea Hoarders”

1) Like my example above, we want to save our ideas for that right moment in order to get “fully appreciated” for our thoughts.

2) It’s not socially acceptable to have ideas. Just try to think back to the last time you were in class and the prof asked a question that you knew that answer to, but didn’t raise your hand… you know what I mean.

3) We’re afraid of idea thieves. We know that someone’s around the corner waiting to take what we have and run with it.

4) We’re just not smart enough. That guy over there has better ideas so why embarrass ourselves and get shown up by the real geniuses.

5) Ideas take time to grow and it’s 73 degrees outside and my dog, Cubbie is here with me. I’m going outside to play.

These are all reasons I’ve used to swallow my words and keep my thoughts to myself. But think about the last really good idea you had and what you did with it. If you kept it to yourself, talk about it with someone - a friend, a teacher or even your mom - and see where it goes. You’ll be surprised at what your capable of, I was.

Bridging the Gap

Since I’ve started working part time at Radio Shack, I’ve noticed a few trends. For instance, customers want to feel like I know what I am talking about. It’s actually more important for me to sound like I know what’s going on than for me to actually know and not be able to explain. There’s a lot I could say about that, but that’s not what this post is about. Another thing I’ve noticed is this - It’s not that older customers don’t want to understand how to work new-fangled technology, it’s they’re embarrased they don’t already get it.

The moment I use words like “internet” or “wireless” or “digital” I get the

“HAHA, slow down there. I can’t keep up with that. You might as well be speaking espagnole” (that last part is more appalachia than age)

But there’s more to this situation than Mr. Rodgers not being able to understand that you can actually get to the “land of make-believe” via URL rather than the trolley. Who can blame them for using they’re AARP card as a way out an awkward conversation that they might not be able to keep up with? Honestly, how many times have you given the old head nod and laughed at the appropriate time when someone’s talking over your head? Not to say they have anything to be ashamed of, but it’s a little awkward when someone assumes you’re on their level, and your not.

In a New York Times article, we see this gap between the technologically savvy and those who aren’t is widening. According to them the highest fifth of streaming-media users watch 140 times more video than the lower half. In order for the new media idea to work, these numbers have to change. True, in this situation, time will heel the wound as the older generation passes on, but today we have an opportunity.

Instead of having them come to our web site, or buy our iPhone, or read my blog, why don’t we put these things in their hands? The way we have been presenting these new toys has not been senior-friendly. I suggest instead of teaching old dogs new tricks, we have them do the same tricks but with better rewards. Why not?

Lessons Learned - Part I

During my time at OU, I’ve actually picked a few things up here and there. In between those pesky classes and long nights studying, I’ve learned a few lessons that I think will stick with me long after I leave Athens. I’m going to try and list those out, as much for me as for anyone reading this.  But for the simple reason that there is no way I can fit, or remember everything that I’ve learned in one post, I’ll call this “Part I”

1 - People do what they want - A simple concept and almost obvious at first. My point here though is that in many cases, regardless of the commitment someone gives you, at the end of the day, they’ll find a reason not to be there if they don’t WANT to be there. This still seems somewhat vague, so I’ll elaborate.

In college, there will ALWAYS be more homework to do. Even after pulling an all-nighter, odds are there is more you can do if you want. Considering the main reason many people go to school is a classroom education, this normally takes priority. For many it becomes their scape goat out of all types of responsibilities though. It seems that if anyone wants out of a commitment, class is a conveniently available excuse. How I see it though, when they took on that position, they said they had the time to not only be able to handle that position’s jobs, but all of their other duties as well. Wusses.

2 - It’s my fault. Seth Godin really hit this on the head with this post. Read it. You’ll realize you didn’t do anything wrong, I did.

I’m going to stop here. I have a broomball game at Midnight I need to warm up for. Awesome.

“Air” heads

Fall quarter has came and passed and, although I miss all of my good friends at the “Home of Homestyle,” I, along with my car, am thankful to be able to spend my time in Athens, Ohio and not on 33W to Columbus. The new quarter also means no “History of Rock and Roll” Class, which is again a sad statement, but does mean I can attend PRSSA meetings on Monday nights.

This latest meeting we had Jack Buchanan from B&A come and speak at our meeting. I was instantly reminded of why I pay $65 dollars a year to be in PRSSA. Jack brought some very interesting ideas to our meeting and one that really got me thinking.

We started talking about brands (as good little PR students do) and I asked a question about what to do if the actual product I’m bringing to the market isn’t that good. Jack replied “You need to figure out the value of the brand to the people who use it or will potentially use it.”

That sounds like a good answer and I nodded slightly to show that he had thrown me into deep marketing meditation, but it wasn’t until I was on my thinking chair at home that I realized what he was saying. The question isn’t “why do people want this product” it’s really “What does the product do for them?” These seem like the same basic questions at first, but their truly not.

I look at the new Macbook air that came out a few weeks ago and see the disconnect between the two questions.

Why do many people want it? Because it’s a Mac, and Mac has a great reputation for making great computers and delivering them to great customers, graciously. But what does it actually do for them? Other than being able to send it in their inner-office mail, I’d say, not too much. The fact of the matter is there is only one USB port on there and no cd-rom drive so once you throw in all the extra things you’ll need to get it to do what you want, you’ll need more of a suitcase to carry it, than an envelope.

Why does this happen? Well Jack answered that question for me too. When I asked him about the product that wasn’t that great, I would say:

“I probably wouldn’t use it.”

Jack finally replied “Who cares about you? Go to the Market!”

I realized the question isn’t “what would I do?” or “What are we able to do?” It’s “What is useful?” and “How will this make my life easier.

At times it seems like elementary thoughts, but the practice of them seems rare… at least to me.

Utility Fielder

I played baseball for 8 years growing up. LOVE THE GAME. However, I fell victim to a dangerous disease through my 8 years of ball… Coach’s son-itis. This is the terrible disease that usually only strikes in little league and is when you manage to play the same position as the coaches son on a team. The symptoms of this illness are as followed:

Frustration

Fatigue (from running after the missed grown balls that go through daddy’s boy’s legs)

Confusion

**If symptoms last more than four games, consult assistant coach and learn how to play another position

I literally ended up playing all nine positions in my time. I even pitched a game until I was taken out for hitting 2 batters (I faced 4)

However the idea of being able to play anywhere was something I liked, and that theme followed me. I wanted to be able to do it all. In high school I was in band, drama, speech and debate as well as many other organizations that accepted members that wanted to run themselves ragged.

All this activity led up to a defining moment in my young life. A conversation I had with my advisor, Mr. Supancic. Now I’m not usually known for my good long-term memory, and I can’t tell you when he said this to me, but I remember the absolute emptiness I felt afterwards. This is how the conversation went… abbreviated:

Mr. S - “Aaron you are a jack-of-all-trades”

Aaron - (satisfied and somewhat smug look arises on face)

Mr. S - “But a master of none.”

I now know this is a tired old expression, but at the time, it could have come from Solomon himself. My secret was out. I really wasn’t good at anything, just loud enough at a lot of things so that people thought I must be talented, or smart or above average because, hey, they see me around a lot, I mean I had the most pictures in my senior year book for goodness sake!

But after putting years of thought into this though I have come to a different conclusion than I originally expected. At first I figured that I had to bare down and pick exactly where I wanted to be and what I wanted to do. But I’ve realized that’s not good enough. The true dagger in the statement isn’t simply the master-of-none. It’s the jack-of-all-trades part.

Simply put, I want to be the master of all trades. The guy who can operate successfully in any situation and doesn’t have to B.S. his way by, but gets by through his knowledge of how the world operates and to make it work for you.

I’m not there, I probably won’t ever BE there. But I’m closer, and I’m definitely not in little league anymore.

Right infront of our eyes

It’s official… I’ve gone corporate. I woke up this morning in Columbus, drove to Athens for five hours of class (and a half our meeting with my banker… can anyone spare some change?) and now I find myself sitting in the on the eighth floor of the Marriott Hotel in St. Louis, Mo.  I’ve heard it was a bad thing to be working for “the man,” but when that man is Bob Evans, I feel alright about it…

On my flight it, I was discussing with Mike, (my supervisor) different ideas on how to utilize new media at Bob’s.  I’m  managing two blogs for us now, one for employees and another to let people know about new store opening (look out Marysville), but of course we’re always looking at new strategies.

I asked Mike what he knew about facebook, and he said he all he knows is basically what his high school/middle school daughters  do on it; check friends profiles, message, post pictures, things like that.

When I started thinking about that, I realized that many my age are still using it for that base level as well.  Now there is nothing wrong with that, don’t get me wrong, it’s essentially it’s purpose.  However, we have not crossed the boundary yet of expanding our social networking capabilities outside of stalking friends and not-so good friends.  We’re allegedly the one’s pushing the envelope to this brave new world, but in my collegiate experience, I really never came across such sites like twitter, technorati, del.icio.us or flickr.

Jeremy Pepper made mention of how Auburn is starting to teach classes on the subject.  I hope for Scripps sake we’ll catch on… quickly

In college, the world can seem small, especially in a town like Athens.  You throw facebook in the mix, and it seems we just need to look out the window to see our neighbors from across the country.  However the growing reality that I’m coming to is outside of the University bubble, the world is more vast than I could ever imagine, and that I need to use every thing possible to be heard.

“That’s not even really news…” -Tom Tucker

I read a post this past week on Seth Godin’s Blog about cumulative advantage.  To grossly summarize it, it’s basically the idea that people tend to pick what’s most popular instead of the best product.  He cites a great Times article if you want to read more about it.  I’m really not too interested in the marketing aspect of this theory though.

The post got me thinking more about how the concept of cumulative advantage carries over into mainstream society and mass media. I was on cnn.com the other day and one of their headline articles was about JK Rowlings announcement that Albus Dumpledore was gay.  What bothered me about this was that it made no other mention in the article about the things Rowling said about the other characters lives.  In their opinion, this was the only news worthy story.

Later on, in Newsweek I read an article by Lisa Miller about the CEO of Focus on the Family Jim Daly.  It’s a decent article, showing the growing movement in evangelical society to understand that you can love others, as the bible calls for us to do, without agreeing with their decisions and lifestyle.  This article (surprisingly) focuses on homosexuality.

My problem with this article comes from some inside information I have (aka my girlfriend at the Focus Institute) that Miller got the interview by telling Daly that she wanted to discuss his book, but when she got their basically said “So how bout them gays,” and went on from there.  Besides the amazingly unprofessional tactic that Miller used to be able to talk to Daly, why is it impossible to read an article about a Christian leader without talking about homosexuality.  Yes, as a christian I have my beliefs, but in the big scheme of what it means to be a christian, my stance on homosexuality is a minuscule portion.

To bring the point I’m trying to make full circle, cumulative advantage is an effective and useful marketing strategy, but the media has gotten their hands on this powerful tactic and have abused it beyond belief.  Homosexuality is a popular issue, but that DOES NOT mean it’s the big story or the most news worthy issue.

This happens all the time, a few months ago when the kid at U of Florida got tasered, we began seeing stories left and right about taserings.  They even showed (again on cnn.com) some drunk chick from my home town get arrested.  Meanwhile in Athens, Ohio a professor was stabbed 40 some times, by his son no less, and this was barely covered!

It’s a vicious circle because stories like the one’s I cited get a lot of bang for their buck in the media (which is a problem itself).  However, it’s insulting that as a part of the American society, we’re thought to only be able to handle these socially popular issues.  Give us some credit!  I have faith that if we were presented with what is most relevant, we would tune in and care about what’s really truly going on in the world.