Tennessee Uncharted: Entertainment as Advertising
Wednesday, March 11
11:30am to 1:00pm
The Foundry – Register Now!
Tennessee is home to some of the nation’s best natural resources for hunting, fishing and outdoors recreation experiences. Yet, there are those in our state who rarely step outside of suburbia. With goals of reaching these audiences, as well as hunters, fishermen and outdoor enthusiasts, the Tennessee Wildlife Resources Agency (TWRA) partnered with Designsensory to share our state’s one-of-a-kind outdoors story by capturing and conveying moments in an entertaining, compelling way with a new TV show.
Singer/songwriter Erick Baker hosts Tennessee Uncharted, a 30-minute weekly television show currently airing on PBS stations across Tennessee. With each episode, Erick and the crew lead viewers through breathtaking beauty, deep-rooted culture and heart-pounding adventure, mined from the outdoors of Tennessee.
Hear how entertainment as marketing inspires viewers and captures market share, and how Tennessee Uncharted has evolved from the show’s conception. Learn about unique approaches to marketing the show, which has become so popular that it boasts over 20,000 views on YouTube and 1,600 followers on Facebook since its debut November 1, 2014.
Tennessee Uncharted is produced in close partnership between Designsensory and TWRA. The exclusive production partner is PopFizz. For more information and to watch previously aired episodes, go to www.tnuncharted.com.
As a founding partner, creative director and producer for PopFizz, Joseph helps grow brands that surprise and delight the world, one story at a time. He is also founder and principal for Designsensory, where he oversees teams that solve complex business problems and marketing challenges with thoughtful strategy, human-centered design, rich storytelling and robust technology.
He has over 15 years experience working with brands like the state of Tennessee, Scripps Networks, First Tennessee Bank, BASI Pilates, Tennessee State Parks, PetSafe (Radio Systems Corp.), Varsity Athletics, The Congressional Medal of Honor and Lamar Advertising.
Taylor Walters has been an advertising professional for the last nine years. After receiving a degree in neuroscience from Vanderbilt University and pursuing postgraduate work in the field, she realized that a professional life devoid of creative pursuits would never leave her satisfied. At that point, she accepted an internship in copywriting and began familiarizing herself with the ins and outs of the advertising world. Three years later, she accepted a position in PR with Allstate, utilizing her penchant for writing, but soon after accepting quickly became aware of the fact that her heart and professional passions would forever lie in the day-to-day strategy, logistics and execution of the broadcast production field. Not long after, Taylor stepped away to pursue a full-time career behind the camera in feature film and commercial production.
Taylor has worked on ten full-length feature films, as well as over 600 local and national commercial broadcast productions, to include Diet Coke, NFL, Duracell, UPS, Jack Daniels, Vogue and Keds. Her familiarity and experience with advertising, public relations and production have allowed her to assume pivotal roles in managing both grassroots as well as large-scale campaigns, from concepting through to delivery. Most recently, Taylor joined the PopFizz team as producer of their latest PBS broadcast series, Tennessee Uncharted. Outside of work, Taylor is an avid runner, climber, backpacker and kayaker.
Music has been one of the greatest blessings in Erick’s life. It’s taken him to parts of the world he would have never seen, connected him with people he would have never met. It’s given his life purpose. Erick says, “Without music, I may have never met the two greatest loves of my life: my wife, Mandy, and my daughter, Annabelle Rose Baker. My songs belong to every right turn and wrong turn that has led me here. They reflect the pieces of poetry hidden in the experiences that lie within each of our everyday lives.”
Currently, Erick is pursuing a new adventure, one that’s led him back home. After touring for years, Tennessee called him back where he belongs. As host of TWRA’s new television show, Tennessee Uncharted, Erick has the opportunity to rediscover how great his home state is, one adventure at a time. He observes, “Our lives are full of uncharted places, and this show is about getting out and exploring those places because you never know where they may lead you,”
PopFizz: Brand Storytelling
When brands and agencies look to achieve bold and memorable results, they add a little PopFizz™ to the mix. We help brands truly express their story with rich media: photography, video, motion and film. PopFizz is a collection of artists—photographers, creatives, editors and storytellers—that unite to create truly compelling stories that leave a dent. Images that make people smile. Films that inspire people to act. Videos that spread through culture.
Leveraging Your Marketing Research Dollars with Watauga Group’s Michelle Evans
Wednesday, November 12
11:30am to 1:00pm
How do you determine when syndicated research is adequate? What is the difference between online panels and focus groups? When is a focus group not enough? Learn more about various research techniques and how to minimize your spend and still answer your burning marketing questions with this month’s speaker, Michelle Evans.
Michelle Evans is a media and research veteran with more than two decades of experience in brand planning, media strategy, buying and consumer insights for national and regional brands, with a specialty in tourism and
retail marketing. She led integration of direct marketing into traditional media efforts to develop cross-channel ROI optimization for three full-service advertising agencies and led rebranding for the state of Georgia’s tourism and economic development efforts, improving ROI and inquiry efficiency.
But Michelle’s experience isn’t exclusively with DMOs. She has managed media and research budgets over $400 million dollars for clients like The Home Depot and Nissan.
Now a research and media consultant with Watauga Group, with offices in Atlanta, Tampa, Orlando and Charleston, SC, Michelle will bring inspiration and valuable takeaways to the November KAMA luncheon. Join us!
Convenient free parking is available in the Foundry parking lot and across the street from the main driveway entrance.
Registration: Preferred by midnight on the Monday before to get early bird discount
Register online and save $5.00!
Early Bird Online / At the Door
$25 / $30 Members
$35 / $40 Guests
Students are always $20
Payment is accepted in advance by credit card or debit card online.
Payment is accepted at the door by credit card, debit card, cash or checks payable to KAMA.
How & Why Marketing PR Works
with Fletcher PR’s
Founder & CEO, Kelly Fletcher
Wednesday, September 10
11:30am to 1:00pm
Join us for lunch and discover how Fletcher PR has helped companies like Clayton Homes and Jewelry Television elevate media exposure and lift engagement levels.
Kelly Fletcher is a passionate, creative communications strategist, with dual degrees in public relations and fine arts performance in music. She has directed business development at an Omnicom agency and for RIVR Media, later moving to Jewelry Television as director of corporate communications.
About Fletcher PR
For the last seven years, Kelly has built Fletcher PR, a flourishing national marketing and public relations agency whose vision is changing the way businesses communicate with women. Working with regional, national and Fortune 500 companies, Kelly has 20 years in integrated communications, specializing in the art and science of how women process brand messaging, problem solve, make decisions and purchase. As both a sought-after speaker and a committed director of nonprofit boards—from food banks to breast cancer awareness—Kelly is a thought leader and an activist, raising the level of conversation and resonating with the multitasking, complex life of American women. Learn more about FLetcher PR at www.kellyfletcherpr.com.
Here are some thoughts to consider long before that Thanksgiving meal settles. Thanks to KAMA member Kathleen Atkins for contributing this guest post:
Last year, I documented the day after Thanksgiving shopping madness I have annually participated in and has been dubbed by retailers and consumers as the biggest shopping day of the year — Black Friday. The article was based on a tweet from @LauraLPotts: “Black Friday is like zombie apocalypse: you’re either one of them, or you’re locked inside praying that loved ones don’t get trampled.”
This evening, as I’m scouring the Internet doing my research, I’m prepping and flipping through Black Friday ads that have been pre-released, scanned, and posted on various web sites. I’m beginning to formulate my plan of attack.
But this year is different.
Nearly all of the stores are now opening at midnight or earlier. Gone are the days of 5 a.m. store openings I was accustomed to in the “early days.” Black Friday has evolved into Black Thursday, a round-the-clock, nationwide, sleep-deprived shopping massacre.
Black Thursday is the new Black Friday.
I will be among the thousands lined up on a sidewalk or in a parking lot with red blood-colored cranberry sauce stains on my shirt, and everyone will be facing the store’s front door just waiting for the doors to open. Traffic will be at a standstill in Turkey Creek and West Town Mall, and the struggle to obtain the best deals has never been so perilous.
The zombie shopping fever has spread, and I’m afraid it’s hit a pandemic level. I can’t help but wonder, what would Rick from The Walking Dead do?
Zombies in The Walking Dead are quite similar to Black Thursday shoppers:
- They devour any living thing (deal) they can catch.
- They never sleep.
- They are more dangerous in large numbers.
- Loud noises attract large herds of them.
- They stand still or shuffle around rather slowly. However when in pursuit, they move much more quickly.
- They may turn what would normally be a harmless household item into a weapon.
As I prepare to head out into the darkness the evening of Black Thursday, I will be double-knotting my tennis shoes and keeping in mind that the swiftest shoppers can be far more dangerous than the walkers roaming the earth.
After more than 100 years of canning goods and more than 20 years as a national brand, Bush Brothers & Co. has perfected its secret family recipe—in food products and marketing strategy. Scott Daniel, marketing director at Bush Brothers & Co., shared his company’s philosophy on giving customers what they want and doing it successfully at the April KAMA luncheon.
Add two cups of consumer research …
The “secret family recipe” that Bush Brothers & Co. uses as its marketing strategy starts with the consumer. The company’s immediate approach is to find something people want and find a way to make it in a great tasting and affordable way. How does Bush Brothers do that? Through millions of dollars spent on research each year. However, Daniel noted, “You do not need to have a million dollar budget to learn about your consumer.” He explained by mentioning several low budget ways to research a target audience including social media, surveys, ethnographies or even just talking to them—all methods marketers have at their fingertips.
Three tablespoons of open-mindedness …
“Avoid the marketer’s bias by looking outside your own lens when developing products,” said Daniel. Taking advantage of opportunities for engagement with your customers can prevent personal bias from affecting your marketing activities. Instead of doing what just works, do what your consumer wants. An example Daniel used was that if you talk to someone about baby food who doesn’t have kids, he or she is going to have a different opinion about how to reach the audience from what actually may be the correct way. We are all doing something in our business today that reflects our own personal ideas, and Daniel recommends we take a step back, look at research and visualize how the consumer wants to see a message.
A dash of promotion …
Most marketers struggle with promotion versus marketing. Daniel set a parameter that Bush Brothers follows and that the KAMA audience should follow, too. He said, “Promotion should be an element of your marketing plan, not how you go to market.” Since a promotion strategy just gets engagement, lift up a product or service that reflects your target’s needs and wants.
And sprinkle in fulfilling relationships.
Finally, make your customers proud of your relationship with them. If your brand delivers a fulfilling experience for your target audience, they will purchase your product no matter the price. An example given by Daniel was that, more often than not, Folgers will beat Starbucks in a blind taste test setting. However, when picking a brand, consumers will most often choose Starbucks because of the relationship the brand has formed.
Mix and serve immediately.
When cultivated, these elements can result in a marketing strategy that will really stand out. KAMA luncheon attendees all learned valuable lessons from Daniel this month, and we didn’t even need Duke, the iconic Bush Beans dog, there to spill the beans.