There’s a first time for everything…

Willkommen. Bienvenue. Bienvenido. Let’s begin with some random thoughts – as that is generally how most of my writing begins…

They say that more and more; the mass market is turning into a mass of niches. In my eyes, job/university candidates are all niche products in one huge market- it is the way in which we market and sell ourselves that increases the likelihood of us, the product; being chosen. ~ Jack Richards

So, here I am – selling myself.

Why marketing?

Lots of people say I fit into marketing because I have the gab – Jack the lad. Actually, marketing goes a lot deeper than that. I enjoy the concept of marketing being a blend of both art and science. Whilst the opportunity to be creative is significant, there is also definite reasoning behind why it is successful. The science behind marketing attracts the logical way that my brain functions- in finding what works, why, and implementing it successfully. Marketing is central to what every company does and is perhaps the most important department within a business. Without having marketing strategy, a business doesn’t know who it’s customers are or how to attract them. Without customers, there is no revenue. After all, marketing is responsible for satisfying the market’s needs profitably. I am a person who likes to be of use. In marketing, I will always be instrumental to business operations.

 

Why a degree apprenticeship?

As Robin S once said – Actions speak louder than Words. Take a look at my guest post @Applegate_B2B here to find out exactly why I went for a degree apprenticeship, as well as a little bit more about how I’m settling in. My employer and sponsor of my degree, Applegate Marketplace, helps buyers source the products and services they require for their business. Quick, easy and free-to-use, its cloud-based procurement system enables buyers to request multiple quotes for anything from office supplies to engineering components.

 

Why blogging? 

Any self-respecting young adult, living 180 miles away from home, that has just been handed a job and an all-fees-paid enrolment onto a degree course that doesn’t document it in some way or another is an absolute doughnut. It is as simple as that. For that reason, and that reason alone, I’ve included some of my favourite snaps from my commute, my spare time, and my travels below. These are certainly sites I have never witnessed on the Northern Line…

 

 

There’s a first time for everything. Working, blogging, FarmVille-ing. Who knows. And yes, it is scary. But you know what I think is best? Just sit back, relax, and enjoy the journey.

Welcome to my adventure…

The Marketing Mole

Tomorrow, I start working in the sales office. Not because I’ll be selling, but because I think I need to. How on earth can I employ marketing strategy to generate sales leads, without having a sound idea of the sales process our team go through? (Spoiler alert – I can’t…)

I’ve been trying to integrate with sales much more in the past few months, dispelling the myth that marketing help sales. It works both ways and both teams are working to the same goal.

So, next week, for goodness knows how long – I’ll be working on the sales floor. Not selling, not interfering, not stopping the work I need to do – just listening. My aim? In listening, I’ll replicate their offline processes, online – making everyone’s jobs easier.

Let’s see how it goes…

How I came to the realisation that I do not align myself with any political party.

I apologise in advance. A marketing blog gone all political? I know, down right absurd. But, seen as every man and his sister seem to be giving this politics lark a go – I thought I’d share my thoughts too.

Now, despite ‘Change UK – The Independent Group’ being the new party for everyone, for those who don’t belong, I still feel as though I just do not fit. I’m a remainer, who deep down wants to remain, but knows that there would be *major* uproar if the will of the people was not carried out. Basically, half of this country will be upset – no matter the outcome.

Economically, socially, environmentally, politically and for every other reason; I believe that we should remain in the European Union. Always have done, always will do. First and foremost, however, I am a democrat. But also a democrat who believes that democracy is a process. As such, I believe in a (confirmatory) People’s Vote. At this point, however, I wonder whether we just need to get out and move on. Almost like a toxic relationship from which you cannot let go because you do not know what is best.

 

So, what are my options?…

Brexit Party and Big Nige?

Like, probably not?…

To be polite, it isn’t quite my vibe. Big, powerful voice in the European Parliament – sure. But is this right wing voice one that echoes me and my wishes? It just isn’t.

 

Change UK – The Independent Group?

I wish, I really wish…

But, this far down the line, I’m really unsure on whether a People’s Vote is still best. I want to remain, but it will no doubt cause chaos. More so, is it really practical for such a diverse group of political views to all merge as one? I don’t think so.

 

Conservative?

I genuinely have nothing to say.

 

Labour and the left?

I mean, what do they actually WANT?

 

Lib Dem and all them?

The ever thinning centre who are just like TIG, I think? I don’t know?

If so, please see my issues above.

 

Give green the go ahead?

If every politician was like Caroline Lucas, surely everything in life would be great?

Same problem as this divided centre ground of TIG, Lib Dems and now greens – I guess. Is it responsible to act in my own interests like this?

 

I was too young to vote in the referendum, felt cheated of a future by my elders by the outcome. Now? I cannot find a single political party I can find myself in agreement with. That’s not their fault – it’s mine. I’m in a situation where, due to our government deciding that they needed a vote on this EU stuff, to satisfy their own MPs, I am trapped. I am trapped by a vote that is dominated by the EU debate – and not the real problems we are facing domestically. I find the EU debate now impossible and, because of it, I’m left feeling completely disenfranchised.

What will I do?

Tune in next week for another episode of ‘What on earth is going on?’ to find out…

The toxicity of masculinity

Gillette have taken one for the team, haven’t they? Or was it just a brilliant branding and PR exercise?

Sorry… Spoiler alert – this is *not* a business related post. I will not be chatting about the semantics of advertising. If you can’t get over that, don’t waste your time or your 4G.

Well what is it then, this ‘toxic masculinity’? It seems to be the Brexit of the gender identity debate – everyone seems to be pretty split.

Frankly, although I am sure both men and women can empathise with one another’s idea of what toxic masculinity is; I wonder whether our gender will shape our own definition of this issue.

 

Women

Subjected to a bloody long time of putting up with, bluntly, wildly outrageous behaviour from men (in addition to the suppression that has become oh too familiar to them); I’ve seen women thinking of toxic masculinity as men’s sexual objectification of women.

Treating women as sex objects, joining in locker room talk and introducing violence – to name a few things – are the toxic behaviours women have experienced in the hands of men.

But, to be fair, I’d find it very difficult to talk about a woman’s view of, well, anything really. Why? I’m not sure if you’ve noticed – I am not a woman.

 

Men

I guess all I can relate to, then, is the toxic masculinity I experience every day. The viewpoint of a man. The societal gender norms and rigid socialisation & classification that typifies what makes a ‘manly man‘.

I don’t mind telling you that I went from being a stick thin kid to an, at best, dad-bod-adult. I went from being a football mad kid to a relatively sport-free adult. I don’t fit the celebrity reinforced mass media expectation. That makes me nervous. It makes men feel like they are wrong.

If I needed a plumber, I’d probably get someone in. But, in the first instance, I’d probably get advice from my friend Samantha – a woman.

I prefer literature over Lineker and work reading over wrestling. Does that make me any less of a man? Because I also like football, beer, camping and lots of other things we’ve been socialised into thinking define what it means to be a man.

To me, the toxicity comes from the expectation. The expectations of norms, values and beliefs. The toxicity is reinforced by men who are too scared or too narrow minded to understand otherwise. It is this expectation that has seen so many people feel pressure in so many different ways – the exact same applies to the toxicity of gender.

 

Acceptance 

So I guess it comes down to just minding your own business doesn’t it. Accepting that men and women like the same things. Understanding not everyone fits the stereotype. Frankly, I think the ‘bravest’, ‘ballsy-est’ men I know – the most manly if you like, by definition – are the least manly of all.

Too young to vote

On Tuesday 15th January 2018, I am attending an event in parliament.

On that very same day, MPs will vote on a deal that will shape my future, in the very same building I will be standing in. Whatever your view on Brexit, that vote will be taking place representing a nation and its opinion. That nations opinions will not include mine.

On June 23rd 2016, I was 17 years old and therefore 11 months too young to vote on our future relationship with the European Union. This was my future, defined by one simple question – Should the United Kingdom remain a member of the European Union or Leave the European Union.

I was old enough to work part time, make life changing decisions on my future education and do many things with parental consent. But, I could not answer a question that would shape my future more than anything that had happened in my lifetime, or indeed my parents lifetime.

But young people stood up and made their voices heard – overwhelmingly, we wanted to remain. Under-25s were more than twice as likely to vote Remain (71%) than Leave (29%). Among over-65s the picture is almost the exact opposite, as 64% of over-65s voted to Leave while only 36% voted to Remain.

Why do we want to remain?

• We want to travel freely like our parents and grandparents.
• We want to trade with our neighbours.
• We want to welcome our neighbours to fill jobs that put food on our table and care for us in our NHS.
• We rather like the fact that legislation and agreements protect us all – the food we eat, the air we breathe, the places we work and the streets we walk.

Was it right that we young people were excluded from the vote? No.

Is it done now, to be moved on from? Yes.

Should it be something we learn from? Most definitely.

I call for a people’s vote. People including those now able to vote, those who voted before, and those aged 16+ who will have their future shaped for them otherwise. We should be given the option to Remain or the option to leave on a deal passed through parliament. ‘No Deal’ is not an option  – no matter the outcome, life must go on; and this cannot and will not be the case with a  ‘no deal Brexit’.

On Tuesday 15th January 2018, I am attending an event in parliament.

On that very same day, MPs will vote on a deal that will shape my future, in the very same building I will be standing in. Whatever your view on Brexit, that vote will be taking place representing a nation and its opinion.

That nations opinions will not include mine.

My top 5 tips to content marketing success.

Creativity is key.

According to estimates, many of us are exposed to between four and ten thousand advertisements per day. As such, it is as vital as ever that we stand out from the crowd in our marketing methodology and everyday approach to business.  Take a step back, a shuffle to the side, and dive back in at a whole new angle.

Sure, you can have a list of great ideas, but it takes a bit of trial and error to push your business that bit further through its content. It takes time to ‘nail it’.

Think, the most memorable; successful campaigns are those which we have never seen before. The term ‘creative content’ is much used, but what does it actually mean, and how to we get there?

I seem to write a fair bit, so (contextually); here are some of the things I find work:

1. Make us laugh.

From witty subject lines to funny imagery, a bit of humour can go a long way in grabbing the attention you so deeply desire. I’ve experimented with risqué subject lines once or twice, and they go one of two ways. However, it’s safe to say they grab attention and push the open rate. Or, if you’re a fun brand, remember it – don’t take yourselves too seriously; look at Evian and roller-skating babies.

2. Be conversational.

Where possible, I like to be conversational. It is sooooo much easier to read something in a normal tone, using ordinary vocab, in a way that is easy to digest. What is overdone in my opinion, though; is the use of name personalisation. ‘Hey Jack’, ‘I can see you like this Jack’, ‘try that Jack’; it can just be a bit weird. We all know that you don’t know me, you know my data. So be careful, there’s a fine line.

3. Bring value and educate.

We all love that stuff – reading something and feeling like we have the inside scoop. I mean, tabloids seem to be doing well, right? Sure, we like to know who’s gone off with who or what’s going on behind the scenes there; but do we really care? I say, no. We appreciate the insight. What we all love even more though, is when the insight is directly relevant to us. Businesses who provide industry reports or handy guides for their subscribers do really well. If you’ve got a big juicy bit of info, dangle it like a carrot, and reel your target audience in until you have what you want from them. You probably want data, it’s always data…

4. Actually be an expert, just don’t claim to be.

I guess this links to the third point. It’s fair to say that I feel as though I’m an uneducated, unqualified Cinderella (although, less girly, I guess…) drowning in gurus; experts; leaders and directors, whenever I log into LinkedIn. Frankly, many of these people have got these qualifications straight out of the University of Dreamland. Which is why, when I stumble across a genuine expert, or someone who provides real value to me; I’m more likely to engage.

5. Just be you.

There’s nothing worse than seeing something that is obviously trying incredibly hard to be something that is not, or be written by someone that it isn’t. Largely, content is key, and people will choose to read it; watch it; listen to it, or whatever else; if they really want to. Ultimately, I guess, you can ignore points 1-4. But, if you don’t follow point five, you’ll lose your brand and you’ll lose yourself.

So, those are some very brief, random thoughts as to how to create content that is creative and engaging. Be careful – this is by no means content strategy. Woah, that’s a whole different thing altogether. This, however, is the tip of an oh-so-tasty iceberg that could just help to kick-start your content production. Give it a whirl, and see if anything changes.

This isn’t GCSE English, throw away the rule book, and stick to what works.

Hashtags – abundant but redundant.

Arguably, social media is more powerful than ever.

This week, tweeting from @JR_Marketeer – I attracted 1,000* likes.

What was the tweet though? An inspirational quote about my journey? Some industry insight? Some exciting new content? No? Something business related though, right? Absolutely not.

The tweet read:

#Bodyguard the least believable part of all of that, was how quickly he got an occupational health appt! Quality series.’

That’s right, a tweet about hit BBC Drama, Bodyguard. The dreaded, ‘telly tweet’.

Yes, of course my wit and hilarity played a huge part in the (incredibly mild) success of the tweet, for someone with a measly 250 followers; but more importantly, it was an element that is dying which in my opinion, contributed most to its success – the hashtag.

In a broad sense, in my opinion, the hashtag is dead. They’re still in existence, in abundance in fact, but they’re redundant.

Hashtags – abundant but redundant.

To me, there’s a few reasons for this (these really are just a few random thoughts):

1. Hashtags just aren’t cool anymore.

Gone are the days of #tbt #followforfollow #likeforlike and so many more awful, awful hashtags. The generation who gave birth to them a decade ago are now what (?), 30? Now, we all know you can’t be cool and over the age of 28, right? So, all you old folk out there using the hashtag in vague attempts to spread the love of your rubbish content are in fact killing a trend that owned the internet for a decade. Thanks guys.

2. Hashtags are trawled through by the same, boring audience. 

Let’s face it, anyone actively searching through feeds of hashtags have clearly not got anything better to do. Whilst, once upon a time in the magical world of social media, this was great – it’s now just a little bit sad, Janet. Nothing becomes worth reading because it has #recruitment #sales or #procurement (for instance) – hashtags add no value. Social networks are so far advanced, and our connections are so deep routed – we know who to go to for what we want. Thus, hashtags are simply not needed as a way to streamline social searching.

3. Hashtags are too good for their own good.

When Chris Messina came up with the idea of using hashtags as a way of collating data in 2007, it worked, and the reason they worked is because it was workable within the depths of social media at the time; but it was also scalable. It was scalable, but Twitter (325m users), Instagram (430m users), and other social media sites have grown beyond belief.  It makes the personable interconnectivity of social media and the usefulness of hashtags, well, less personable and a lot less useful.

Frankly, I had no idea where this blog post was going – I still have no idea where it came from. But there are some thoughts from something that hit me today…

Hashtags are dead, and we killed them.

 

*992 at time of writing

Gatekeepers Shmatekeepers

The gatekeeper is a bane to new and experienced marketers, salespeople and frankly, anyone else – right? The gatekeeper personifies a locked door standing between you and the person you need to speak with (the target). Though often labelled as a jobs-worth, a busy body or even just a bit of a doughnut – it is my view that these gatekeepers are just doing their job, as are we.

Thus, I bring you ‘Gatekeepers Shmatekeepers’ – introducing my top tips and hoping to break down the stigma that gatekeepers are not the callers friend. Using notes and thoughts prompted by a recent meeting (a bit cheeky, but it’s ‘my content’ nonetheless, I guess…).

The hypothesis? When treated properly, the gatekeeper is your best friend.

So, here are my tips as to how…

• Find out the name of the gatekeeper and address them by that name.
• Value their insights and make them feel important.

o   Hi Lucy, how are you?

o   Hi Lucy, I was just hoping to have a quick chat with Sonia if possible please?

• Ask for their email address too – they like being included in the thread (especially if they fob you off!).
• If possible, send a connection request on LinkedIn to the target before calling, tends to work well.
•  Be very specific about what you want and what YOu are offering, but do not divulge more than what is needed.
• Sound senior (despite me not being senior!) – I use the first person. My clients, I have x, my team etc.
• Pretend to know the target – address them by their first name to the gatekeeper from the off. Make out you speak often.
• Do not sell to the gatekeeper – those that don’t care, won’t care and those above their stations will get over involved and scupper your chances.
• Pretend the target is expecting your call – they never are, but often the gatekeeper will just transfer you and the target will be flustered and take it.
• Do not script (I end up sounding very false) but remember to quickly plan by having all the info I need – do your research.
• Be friendly, be happy and be positive (unlike my true self). Always find a solution – even if an email.

If I get through:

I’m sure you get lots of calls trying to sell you something, I promise I’m not a salesperson!

 

Most of all, let your personality shine through. And if you are a grumpy, boring so-and-so; I guess you should just imitate your most successful, much loved co-worker.

 

It’s been a while

Undoubtedly, there’s a fan base out there wondering what I’ve been up to these past months. Of course, this won’t entirely be the case as you’ll all have been eagerly reading through my Twitter & LinkedIn posts as and when they appear. It’s been almost nine months. No, I haven’t met the woman of my dreams and I’m not due our first child. However, I’ve been doing some living; some exploring; some hard-work-ing and now – it’s time for some reporting…

 

There’s so much to say. Places I’ve been, things I’ve done, emotions I’ve felt.

There have been highs and lows, but here is the long and short of it, told by my Twitter Feed, picking it up in January 2018.

 

January 25th – Appointed a Young Ambassador for Apprenticeships, South West Region

February 5th – Pooed on by a Seagull (doh)

February 7th – First online sale as the guy looking after eCommerce

February 27th – Invited to a local college, considered an inspirational person in local business (later discovered our COO was the preferred attendee)

March 2nd – Release of interview videos promoting Apprenticeships in North Devon (cringe)

March 6th – Key Note Speaker @ Blundells Public School, alongside a Professor in Engineering at the Univeristy of Bath (gulp)

March 7th – First of two visits promoting career opportunities and personal growth

Quote published by the Chartered Management Institute (yay)

March 21st – Employee of the Month (why?)

April 11th – Officially bloody made it in life, ish. Headlined at Kingsmead School Apprenticeship Information Evening. Exact location unknown. Reality of the event much less glamorous.

April 20th – TedxExeter 2018 Audience Member. Bucket List item achieved. Life somewhat changed. (Recommend) 

May 11th – My ‘Work Birthday’, including: Amazing Cake, Incredibly kind gift; incredibly cheeky prank, incredibly average meal, incredibly late night, a great time had by all (most) ((some)).

May 13th – My actual birthday (again?)

May 21st – Googles ‘What is Economics?’ the day before said economics exam (yes, really)

June 22nd – Indulged in #NationalKissingDay in the most unexpected, bizarre, and un-enjoyable of ways (Tell me more…)

July 13th – Friday 13th – unlucky for me. Fractured a foot bone during car-park-long-jump attempt (again, yes, really)

Amongst all of the above – Explored North Devon, adventured in Morocco, tried new things, gained new responsibilities, had wake-up-calls, gained perspective, laughed, moaned, complained, lost perspective, cried with laughter, mis-adventured, re-gained perspective and you know what? Who cares, I danced about in my living room to The Greatest Showman. 

 

If you’ve managed to get through all of this, frankly, you need a new hobby. Nonetheless, you’ve gained a bit of an insight into my life over the last nine months. I’m almost 11 months in to my first year here in North Devon and at Applegate – so let’s count that as a round-up of the first year. It’s been a bit of a whirlwind and a lot of an eye-opener.

I’m not sure why I started writing this, or who’s going to read it, but it’s good to get your thoughts down sometimes. Year 1, it’s been a blast.

 

**EDIT** I think I missed out my trip to Morocco? Quad Biking through the Northern Sahara, trekking through the Atlas Mountains – that sort of thing. It was cool.

(Here are some very random photos from the last year)

2017 Round Up

2017 – bit of a weird one really…

Ageism is alive and well

Ageism is alive and well. It’s alive and kicking (young people in the face).

 

Time is a social construct. Age is a social construct. Therefore, maturity is a social construct. As such, why does an individual aged 48 command more respect than an 18-year-old? More specifically, why does anyone with a few years under their belt get more time, appreciation & respect than me?

 

Essentially, although technically a ‘Degree Apprentice’ I have involvement in what I believe to be some really key projects. In a few instances, I’m the only person keeping on top of them and making sure things are ticking along nicely. I’m soon to be kicking off some work with business more locally here in the South West too. I’m passionate about being an apprentice and get involved wherever I can to promote the Applegate Workplace Degree Programme across the country and in the digital sphere.

 

Having attended events recently with the title on my ID/Business Cards etc of ‘Business Apprentice’ or ‘Workplace Degree Student’ and others with nothing at all; we saw a huge difference in the reception I received. For instance, I was at a very small seminar in Liverpool as part of my trip last week and I was one of two people ignored by the speaker – the other being a young woman in her mid-twenties. It was so atrocious that all but one person got up and left the discussion in the lecture space. This is not a rarity. In brief, where my job title is visible; I receive a much worse reception than when I try to hide it. Isn’t it awful that we live in a world where despite young people being proud of where they are in their careers, they have to hide it in order to get anywhere?

 

DWP research shows perceptions towards those aged over 70 are more positive than towards those in their 20s, unless they are in senior roles. In brief, those in their 40s were seen as having the highest status and people aged 70+ were given a higher status than those in their 20s. Who knows where this leaves me as an 18-year-old trying to kick-start his career, climb the ladder and look after key projects that directly engage with clients.

 

 

It has got to the point that I have had to order two lots of Business Cards – one as a ‘Workplace Degree Student’ for when I am delivering talks at schools and attending seminars and events, and another as an Account Executive to avoid situations like that above. I think it really says something when Senior Management make a decision to alter your job title in order for you to even be able to get my foot in the door, let alone be taken seriously!

 

So, here is my plea:

• Take young business people seriously; they could help to transform your business.
• Show young people respect; they’ll be the ones looking out for you in not so long.
• Give young candidates a chance; they’ll be the recruiter one day.
• And finally, be kind. It always pays to be kind.

 

Consider how you interact with younger employees in business.

 

Cheers!