Podcast Episode 6: Interview with Jenn Hausman: Director of Media for Corder Philips
February 10th, 2010 Jonathan Piscitelli
Ad2 Charlotte Podcast Episode 6: Interview with Jenn Hausman Director of Media at Corder Philips
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1. 0:00-0:48 Intro/ Plug for the “Best Damn Super Bowl Discussion Period” Thursday February 11th at the Dilworth Neighborhood Bar and Grille
2. 0:38- 0:43 : “Tell us who you are and what you do.” An homage to Mitch Joel’s interview style from Six Pixels of Separation
3. 0:43- 2:05: Jenn tells us a little bit about what she does as the Director of Media at Corder Philips
-With Corder Philips for 10 years
-Working in Media for 12 years
-Research, Plan and Place all of the paid media that comes through the agency
-Lots of negotiating
4. 2:05-2:57 : How are the prices set for Media Buys….is there a standard against which media prices are gauged?
-Benchmarks for different mediums.
-Paper a cost per thousand
-Radio a cost per point
- TV a cost per point.
-Supply and Demand, especially with radio and TV Broadcasts
5. 2:57- 3:45 How did you get started as a Media Planner?
-A lucky story
6. 3:45 –5:37 Jonathan reminisces about his Media Planning classes at UNC and gives a shout out to his professor Carol Pardun, and touches on some of the many things involved with planning successful media buys.
- Jenn tells us how she learned first hand, what it takes to be a successful Media Planner :
-Observed and absorbed everything hands on, learning as she was doing, by working with a woman who owned and operated her own media planning company.
7. 5:37-6:30 : Some of the perks of working in Media Planning.
8. 6:30-9:26: Jenn talks about what has changed since she began her career
-Market Fragmentation
-More media options and opportunities
-Accountability:
-On-line and Digital Media has changed the accountability Paradigm with constant trackability
-The ability to shift marketing dollars and messaging based on research and results
9. 9:26-10:05 : How do you keep up with all of the changing trends especially with Social Media?
-Read a lot
-Hope to have the opportunity to apply some of these Social Practices
10. 10:05- 11:02: Jenn’s experience working with Social Media
-Most people tend to see Social Media as an added value to the traditional media
- Jenn recommends having a Social Strategy and a separate Marketing Strategy, each with their own set of goals
11. 11:02- 12:01 How are the Marketing Goals Different from the Social Goals?
-Marketing make the cash register ring
-Social, cultivate relationships, be a part of the community, be a resource, and not so much the hard sell
-Depends on he industry and product or service you are offering
-Social, you listen instead of talk
-Paid media tends to be more the push.
12. 12:01-13:43 : Research is such a large part of media planning, where do you turn to find reliable research?
-SRDS- Standard Rate and Data Service
-Qualatative Data- Psychographics and Lifestyles of people
-Find less obvious ways to get in front of people
-Even drawing on your own life experiences
- 13. 13:43-15:28 Jenn talks about how technology has opened up a wealth of resources for researching consumer behavior.
-From Arbitron’s Radio Diaries,
14. 15:28-16:46 The “Slippery Slope” where research meets the personal information people willing supply using Social Media…how much is too much…Is there a line you shouldn’t cross?
-As a Media person, you love the research
-As a consumer it can feel like you’re being stalked
-People need t be careful with how much info they divulge
15. 16:46-19:24
Jenn gives us some quick advice for companies who want to test the waters with Social
-Put a link to your website in your e-mail signature
-Put a link to your flickr account, twitter and facebook accounts all in your e-mail signature
-Should you have multiple accounts, personal and professional?
-The fear with Big companies, is the lack of control and with Social you join the party, you don’t control it.
16. 19:28-20:30 Jenn talks about when the internet was viewed as just “added value” and how much that has changed.
17. 20:30-23:30 Can we expect the same growth from Social that we saw from the internet?
-Can Social be monetized, should that be the goal?
- Its a big mistake to try to force messages through Social Media
-Consumers have come to expect a certain amount of “conversation” with brands
-You don’t have to everything in Social, but whatever you do decide to do, make sure you keep it updated on a regular basis.
18. 23:30-25:58 From your experience, what was the “Tipping Point” for the Internet, when did it go from being an added value item, to being a necessary part of the buy?
-The accountability and the measurability
-Unheard of in print, TV and Radio
-At least if its not working we know and we can change it.
-Now it’s putting a lot of pressure on Traditional Media to keep up.
19. 25:58-27:53 Where do you see traditional media trying to emulate the internet and being successful?
-Find ways to make media people love with improved accountability and measurability.
20. 28:21 Advice for young people interested in being a part of the advertising industry?
-Internships, Internships, Internships
-Speak-up, Show Initiative, wear a lot of different hats
-You cannot get enough experience
-Soak up as much as you can
-Be ambitious
-Ask if you can de research
. Ad2Charlotte theme song “Hall of Mirrors” by Bill deRome to hear more of his music go to music.podshow.com.
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