Tag: agency

Chasing Confidence and 4 Tips to Catch It

Breaking Through Imposter Syndrome

I remember my first agency job and the butterflies that never really seemed to go away. I remember thinking, “I’m too inexperienced for this” and “don’t they know I have no clue what I am talking about?” I marveled at the fact that super-sharp professionals were asking for my thoughts and feedback. I had an overwhelming case of Imposter Syndrome. For those of you who have abounding confidence, you may not be familiar with this condition. Wikipedia defines Imposter Syndrome as:

…a psychological pattern in which an individual doubts their accomplishments and has a persistent internalized fear of being exposed as a “fraud.” Despite external evidence of their competence, those experiencing this phenomenon remain convinced that they are frauds, and do not deserve all they have achieved. Individuals with impostorism incorrectly attribute their success to luck, or as a result of deceiving others into thinking they are more intelligent than they perceive themselves to be.

Yikes! No wonder the butterflies were in a constant flutter. While I’d like to say that it eventually went away and I got into a rhythm and everything fell into place, that’s not quite how it happened. I had a few rough years and some not-so-great work experiences. I was told on more than one occasion that I needed to speak up and talk more in meetings. I was also told there was no place in the agency world for wallflowers. I was also once told that I needed to laugh more in the office, but that’s another blog post entirely #amIright?

I’m happy to report this is no longer an issue for me. Work confidence isn’t a problem; I can lead a meeting and a client with ease and yes, I can now laugh freely in the office. So, if you’re currently in the position that I was many moons ago, and you’re wondering how I did it; I’m going to let you in on four small tips that worked for me.

  1. Watch/ Learn from Those In Your Agency You Admire

This is obvious, but I studied people. I watched how they approached each client, I paid attention to their body language in meetings, and I observed how they would walk into a room. I would note how they took notes, leaned in, twirled their pen and shook hands. I WATCHED EVERYTHING. And after this creepy phase, little by little, I imitated them (this still may have been part of the creep phase…). I would incorporate some of the same behaviors in my work style. When a situation or a meeting came up, I would think to myself, “What Would ‘Work-Idol’ do.” Eventually, this roleplay became a way of life, and the line between my “act” and my actions became blurred.

  1. Prepare

Know your stuff. When you do your homework and know your client and their business backward and forwards, you can rest easy in your expertise. Your client hired your agency because you can provide a service that they cannot do for themselves. They’re great at producing widgets, and you’re great at telling the widget story. Rest easy in that, but also make sure that you do indeed know what you’re talking about. Don’t be afraid to ask questions but also be sure you’re proactive, too.

  1. Dress the Part

Ok, this isn’t going to win me any new fans. I know one of the perks of working at an agency is the option to look like you’re an unaware college freshman who bought into the myth that people wear their pajamas to class. (Side note, if you’re a high school senior, THIS IS NOT A THING, get dressed before you leave your dorm room.) For those of us who are in the agency world, it may be easy to fall into the trap of sporting “loungewear” if we do not have a client meeting. I would caution you against this. Whether we like it or not, how we present ourselves outwardly says something about us to the rest of the world. Unconsciously, it may be difficult for our coworkers and counterparts to take us and our work seriously if we look like we got dressed in the dark. And even beyond others, think about how dressing “smart” makes you feel about yourself. If you know you look like you should be there, you’ll work like you should be there. So, unless your Mark Zuckerberg (and even then, it’s questionable) leave the hoodie on your futon, freshman.

  1. Fake Confidence Until You’re Confident

This may seem silly or easier said than done, but it is true and actionable. Early on in your career, or if you find yourself in a new job or a new company, it’s okay to be nervous. New things can be scary. Rest easy that you are smart, thoughtful and have the brainpower needed to do the job. As noted above, if you need more information to prepare, ask questions and then make notes of what you are told. Speak up and let others know your thoughts and ideas. The more you throw out there, the more those around you will see and know that you have insights to offer. Even if you don’t always knock it out of the park, you have demonstrated thought leadership.

Chasing confidence takes time. Some of us exude it from the get-go, and some of us need to practice. For me, it didn’t come naturally, but I kept speaking up, kept learning more about my clients and their industry, kept preparing each day both internally and outwardly, and I found something amazing happened. I forgot I felt like an imposter, the butterflies packed up and move elsewhere, and I realized I was a valued member of my team who had the talent to be there. I hope that you’re able to evict your fluttering friends, too.

We work collaboratively with our clients to empower them to do the best work they can. Ready to meet your new PR best friend? Let’s connect!

Meet Rob Dietrich

Greetings! I’m the newest addition to the O’Keeffe tribe. My 14-year PR career has been primarily focused on B2B clients- from massive industrial processes to minute imaging devices. I’ve spent time in a mix of corporate and agency positions, gaining experience in a wide range of industries and applications. I’m fascinated with learning the stories behind these products and processes and communicating them to the world.

O’Keeffe is an incredibly gifted and versatile agency, which attracted me from the start with its “do anything” attitude. The culture teems with creativity and a supportive tribe mentality that makes me want to contribute my very best work.

Why did you choose this industry?   

PR chose me! I believe I descended from a long line of oral historians, as our family gatherings involve retelling every embarrassing story from years past. I’ve always enjoyed writing creatively and finding the interesting bits in every application- so PR seemed a natural fit.

What advice would you give to someone trying to break into the industry?  

Treat every client like they’re your top client. Also, tell the truth. It isn’t a “vertical transportation device”- it’s a ladder. But it’s a perfect ladder and here’s why.

If you could tell our clients one thing, what would it be?

These people genuinely care about your success. They take ownership of their work and contribute their best, day after day.

What’s the last book you read?

Medium Raw: A Bloody Valentine to the World of Food by Anthony Bourdain.

Favorite word?

Gemütlichkeit

Least favorite word?

Literally. Like literally.

What profession other than PR would you like to attempt?

There’s so much that interests me. Maybe author/ historian? National park ranger? Pilot? Astronomer? I could go on.

What’s the best thing about our line of work?

No matter how many years you work in this industry, there are always so many new things to learn. Every day is new and different and weird in all the right ways. I also enjoy the feeling when a story I’ve crafted catches on and spreads like wildfire.

Tell me two truths and a lie.

I’ve climbed two different mountains on the Appalachian Trail. I appeared as an extra in the movie Milk Money. I can play guitar, bass, banjo, drums, and piano.

Mac and Me

“Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in square holes. The ones who see things differently…While some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world are the ones, who do.” 
–Apple commercial 1987 

The Art Department at the small agency I had founded in 1984 was known as the Zoo. Cork covered walls were adorned with Farah Faucet posters, marker comps, logo development drafts, and job traffic control spreadsheets. We were required to wear a coat and tie just in case a client came to visit, but that did little to camouflage our deviant minds.

We made blowguns with rolled paper tubes and push pins and challenged every norm. “Change” was our watchword, the status quo our target. Clients visiting the agency ALWAYS came to the Zoo to stand in the doorway to gaze in awe at a bunch of irreverent, creative misfits in action. Our T-squares and drafting tables are, for the most part, now obsolete, and the way we produce our work is much different.

I touched my first computer that same year. My toolbox was filled with triangles, T-squares, rapidographs, rubylith, kneaded erasers, and wax pencils. This box of wires with a glass face sitting on my desk looked like some kind of alien. Its name was ‘Mac’, and at first, our relationship was challenging.

As I sat at a large drawing board with white masking tape and X-Acto knives, building mechanicals and creating marker comps, Mac stared silently at my every move as if in judgment. We couldn’t communicate. I had to learn to speak Mac.

Like an invasion, Macs began to proliferate throughout the company. They got bigger, and faster and smarter and soon covered my trusty drafting table. I could access everything from a single movement of my hand on the strange box. When I made a mistake, my pal Mac allowed me to simply go back, without having to start the project over. Mac and his ilk changed everything.

But through the years one thing didn’t change: the people. The creatives, the technicians, the artists, the account execs, the media buyers, the designers, the thinkers, the writers and the wordsmiths. People who can breathe life into an idea through words or create an image that touches the heart without saying a word.

So, I got to thinking – although everything changed, nothing really has. Our tools may change and evolve, but we are still in the “idea business.” The misfits who provide the creative spark that makes content connect still fit round pegs into square holes every day.

Meet Jocelyn Summers

Hi everyone! My name is Jocelyn Summers, and I am the newest member of O’Keeffe PR. I love storytelling and exploring the impact of the written word on people’s attitudes. I am a fanatic of all things digital but have a love-hate relationship with HTML. I have experience in corporate communications and have developed public relations strategies for local non-profits. I approach every day as an opportunity to learn a new skill.

What drew me to O’Keeffe was their culture. From the moment I stepped through the door, I knew they were passionate about their team and equally passionate about their clients. I am excited to be a part of the tribe!

Why did you choose this industry? 

I have a passion for writing. When I was a kid, I convinced myself that I was going to be the next J.K. Rowling. But through the years I learned that you don’t need to write a novel to tell a story. So, here I am!

What advice would you give to someone trying to break into the industry?

Be tenacious. I know that this is easier said than done, but if you fall, get right back up, take a lesson from it and try again. If you listen to feedback and constructive criticism, you will be amazed at the skills you develop.

If you could tell our clients one thing, what would it be?

We do care about each of our clients. The passion I sensed my first time meeting the team has only grown since I’ve joined O’Keeffe.

What was the last book you read?

A friend of mine gave me “You are a Badass,” by Jen Sincero for my birthday and I have read half way through it. It’s a fact I already knew, but I appreciated the reminder.

Favorite word?

Cattywampus. Say it out loud; you’ll love it too…

Least favorite word?

Definitely. I spelled it wrong in the 3rd-grade spelling bee, and I have second guessed myself on it ever since.

What profession other than marketing would you like to attempt?

As you may have guessed from other information in this post, an author. Move over J.K. Rowling, J. Summers is the new kid in town!

What is the best thing from your line of work?

I love that I don’t know exactly what my day is going to look like when I walk into the office. I thrive off of the energy and fast pace of being a part of an agency.

Tell me two truths and a lie.

I have a great sense of direction. I am allergic to cats. I am a vegetarian.

Meet Tiffany Ridenour

Hello! My name is Tiffany Ridenour, and I’m one of the bright, new faces here at O’Keeffe. I just graduated from Miami University with a dual bachelor’s degree in Professional Writing and Strategic Communication. During my time there, I was an active member of PRSSA, where I learned a lot about public relations and other career paths. I have a passion for writing and connecting with people, two things that just may come in handy.

I found my way to O’Keeffe PR by not listening to everyone who said the only way to get into the business is networking, even though it’s essential. I’m the first in my family even to attempt college, so giving up wasn’t an option. I found the firm by seeing what was out there and so far, I love what I found. I can’t wait to see where this tribe takes me. 

Why did you choose this industry?

I love writing. I know PR is more than that, but it’s one of the critical things to succeed. You have to be a great writer. Of course, I didn’t like it at first, but it grew on me. After taking a few classes in college that had me create PR campaigns and press releases, I knew it was what I wanted to do.

What advice would you give to someone trying to break into the industry?

Don’t wait around for jobs to appear on those career websites. Go out, research companies, network. You don’t need to know someone to get into this industry, even though it helps A LOT. Figure out who you want to work for and reach out to them. The worst that could happen is they say no.

What are some projects you have worked on?

While at Miami, I created a mini social media campaign and content strategy plan for my hometown, the City of Hamilton. I also created a public relations campaign for a local business in Oxford, Ohio where I created and designed a website for a client.

What was the last book you read?

Besides all those dreaded books that college classes make you read? “Jane Eyre” by Charlotte Bronte. Next on my list is “Sense and Sensibility” by Jane Austen.

What’s your favorite movie genre?

I enjoy horror movies. Like public relations, horror movies have twists that you could never expect or when something will pop up and cause a crisis. It’s hard to predict how everything will turn out, and that’s what fascinates me.

Where do you get your news from?

Like most millennials, I look at Facebook. I use Yahoo when I’m on the go, don’t have time for social media or something important is happening. When I’m home, I’ll probably turn on a local news station.

What is your least favorite word?

Musk. It’s my equivalent to moist.

What profession, other than public relations, would you like to try?

Nursing. I like helping people and making those personal connections is what means a lot to me. Plus, I very rarely get grossed out by things.

Tell me two truths and a lie.

I’ve never been out of the country. I have two dogs. I have a daughter.

The Fifth Marketing Wave

Will the Art of Creative Marketing Become a Science?

Robert Keith wrote an article “The Marketing Revolution” first published in the Journal of Marketing in 1960. Keith examined the marketing practices of the Pillsbury Corporation between 1869 and 1960, almost a century of evolution. From his research, he identified four different eras of marketing that correspond to the evolution of both technology and the marketplace.

Keith called the years up to the 1930s the production era. The era was characterized by an abundance of raw materials and new technologies and mechanical processes which fueled investment in mass production. Many companies concentrated on mass producing one single item. Marketing efforts generally consisted of informational brochures and catalogs.

From the 1930s to the 1950s, companies began to get more aggressive in their search for a competitive edge. What emerged was the sales era. Sales campaigns were devised to persuade customers on the advantages of a specific product over others. The customer’s wants’ and needs became important. Evolving technology and infrastructure sparked development of distribution networks.

Brand marketing emerged during the marketing era spanning the 1950s to the 1960s which corresponded with the development of broadcast technology. Advertising began its golden age. Companies created marketing departments, and what became the art of modern marketing and advertising methodology. The brand manager emerged as the individual responsible for all marketing activities associated with a brand, and competition increased as marketers concentrated on persuasion to influence consumer purchasing.

The period from 1960 until recent years has involved an increased focus on the customer, such as identifying needs, wants and buying behaviors. Market research emerged in the form of consumer surveys and focus groups. In the 1980s, what is known as “relationship marketing” became a common marketing practice, still, very much an art form as reliable measurement tools didn’t exist.

Today, a fifth era has emerged: the era of customer data and analytical insights. Technology and data capture has enabled the science of consumer insights. A 1960’s CPG brand manager made decisions to change the packaging design based on a focus group of a dozen individuals and his or her instincts. Today, marketers have access to the collective data from millions of consumers in real time distilled into actionable insights. Marketing, once exclusively an art, has made a giant step towards evolving into a science.

Will there still be a place for creative marketing in the future or will science, and data alone drive marketing? My answer is yes. The science can tell us definitively what works and what doesn’t. That’s a potent tool. But content and messaging will always play a vital role in the marketing equation so long as people, not machines, make buying decisions.

 

Meet Lisa Dyson

Hi, I’m Lisa Dyson. I’m new to O’Keeffe PR but not new to the business, not by a long shot. I began my career in marketing by helping a then emerging brand gain local awareness.

Hi, I’m Lisa Dyson. I’m new to O’Keeffe PR but not new to the business, not by a long shot. I began my career in marketing by helping a then-emerging brand gain local awareness. Today that brand is a household name, and I get to say that I was a part of the early foundational growth. Seeing a brand flourish from the ground up is like a runner’s high, you want to keep achieving at that level over and over again!

These days I get to help many different brands gain maximum exposure and reach levels of recognition and awareness they did not know possible. Telling a brand’s story in a new and impactful way is my passion, and I consider myself lucky to have found an agency/tribe that is equally as passionate!

What’s your best piece of advice for a new marketer?

Always tell the truth. It’s possible as marketers to be so excited about your client and what they offer, you begin to attribute super powers to them. While it can be flattering for the client, we need to step back and tell their true story so well that there is no need for embellishment. When you always tell the truth, you allow your brand to create its real success, and it never needs to be measured to a fairytale you inadvertently created.

If you could tell our clients one thing, what would it be?

We see ourselves as a part of your inner circle. Our job is to help you shine, and we genuinely celebrate your wins and successes! Don’t hesitate to think of us as a part of your team; we already feel we are.

What’s the last book you read?

Henry and Mudge Get the Cold Shivers by Cynthia Rylant. I have a 6-year-old. Enough said.

Favorite word?

Garlic. No matter what comes after it, I know I am going to love it.

Least favorite word?

Diet. It automatically brings a sad face.

What profession other than marketing would you like to attempt?

I’d love to open a small floral and gift shop. I’m attracted to all things sparkly and pretty, and I love the color, and life fresh flowers bring to a home. Being able to create beautiful arrangements that make people smile would be a dream.

What’s the best thing about our line of work?

I love what I do for a living, so it honestly is difficult to choose one thing. I think solving a problem or creating an innovative solution through team collaboration is always a highlight. When a team is firing on all cylinders and ideas and thoughts are coming together, magic happens. I love the rush of team synergy when you know you’re onto something special. It is invigorating!

Tell me two truths and a lie.

  1. 1. I’m allergic to kiwi  2. I’m deathly afraid of lightning  3. I am an avid tandem bike rider

Learn more about me! Check out my full bio here or take a look at my LinkedIn profile here. And if you have any guesses about which statement is my lie, send us a tweet.

Why Companies Need B2B Content

Businesses in every industry have valuable stories to tell about their products and services. However, many are not utilizing the power of content, and their stories aren’t being heard. I believe it is important that companies incorporate content marketing into their lead generation and sales processes to give customers the information they really want. So, why is content important for B2B businesses? I’ve put together a list of my top reasons.

Quality content builds credibility and authority

Consistent, quality content can help establish your company as a leader in your industry. By writing thought leadership pieces, you are proving your expertise to those who might need your services. Gaining that credibility and authority is important when it comes to strengthening your relationship with current customers, as well as attracting the attention of new ones. The more you write and publish, the simpler it will be for you to convince your target audience that you are an expert in the business subject you’re promoting and selling. Your thought leadership de-risks their buying process.

Buyers are always looking for helpful content

According to LinkedIn, 79 percent of small businesses say that industry specific news and articles are the most valuable pieces of content they look for on social media. 79 percent! This illustrates that companies are out there reading and looking for answers. It’s important that your company is part of the conversation.

The B2B buying journey can take some time

The buying journey for B2B companies can often take much longer than it does for B2C companies. This is because you are building a relationship with your potential customers, rather than asking for a simple transaction. Because the process can often take some time, it is important to stay in touch with prospects throughout their journey. Helpful and relevant content acts as a great touchpoint and provides a way to initiate discussions and ensure loyal follow-up. It also doesn’t hurt that 74% of B2B buyers choose a vendor that’s first to help them with useful content, according to LinkedIn.

Google recognizes quality content

A high SEO ranking is the cherry on top of producing quality material. Marketing is a great way to promote your brand and reach new customers, as well as get recognized by Google, who will award your efforts with a good ranking. You just have to make sure you are publishing quality content consistently. However, while it can be tempting to write purely for SEO purposes, always be sure to focus on writing compelling content about the things your target audience would be most interested in. There is no downside to optimizing your content for SEO, but don’t lose sight of your primary goals when you create and deliver content.

Every B2B company has a story to tell and an audience to share it with, whether it is current clients, prospective clients or industry colleagues. Providing and publishing relevant content can make a major difference in creating a rewarding customer relationship. B2B businesses are embracing the benefits of content each day and are seeing direct results. Make sure your company doesn’t miss out on opportunities that content marketing can provide.