Guest Speaker Ana López

On Wednesday April 5th, we were lucky to have had a guest speaker, Ana López come and speak to our Journalism 2.0 class. López studied traditional journalism and worked at a communication agency for three years as a journalist. In 2009, she started to work for the beer company, Estrella Damm, and still currently works there today. She spoke to us about brand advertising and marketing which I found to be very interesting and informative. I never really considered how advertisements would have been before social media was as popular as it is now. López started her marketing and advertising career in 2009, so she was able to share with us how it all worked before they had begun to use social media. My first thought was how difficult it must have been to use traditional advertisements compared to the online platforms we use today.

Before Ana López came in to speak to us, I conducted some of my own research on her. Just by typing in her name to google, I found her LinkedIn account. By viewing her LinkedIn account I could tell that she did a lot of PR and marketing work. The first thing I noticed under her “experience” section was that she was the founder of a company called “LaLopez” which started in January 2016. “LaLopez” is a digital marketing consultancy. The assumption I made after seeing this was that this was her own company, hence the name and due to the fact that she was the founder. I also noticed that she worked for the Image Creativity Center located in San Fransisco. I was very surprised by this because all the other companies she worked for were located in Spain. It made me think of some questions to ask her about how she ended up working for a company based in San Fransisco. Finally, I was entrigued by the fact that she worked for Estrella Damm, because it was the only company I had heard of before on her LinkedIn. I also found her WordPress account when I typed in her name to google, which helped me obtain more knowledge on her.

Just in the short period of time Ana López was speaking to us, I was able to learn about many different advertising and marketing tactics. For instance, she explained to us the ways the company she works for, Estrella Damm, choses to use their social media platforms. She pulled up the Estrella Damm Instagram account for us to view. The first thing she asked us was what we noticed and thought about the account. My first thought was I was surprised that I couldn’t see any photos of the beer, Estrella. I didn’t quite understand why a beer companies Instagram account would not post any photos of the beer itself. The only photos that were on Estrella Damm’s Instagram were pictures of landscapes and beautiful scenery. Then, Ana explained to us that their marketing strategy for this was because the most commonly viewed photos on Instagram are ones of landscapes. The company found that more people would be inclined to follow the account if the photos were of landscapes.

#Kefalonia #Greece #mediterràniament #mediterráneamente #estrelladamm Taken for us by @corinanika.

A post shared by GUIA ESTRELLA DAMM (@estrelladamm) on

#amalficoast #Italy #mediterràniament #mediterráneamente #estrelladamm Taken for us by @thererumnatura.

A post shared by GUIA ESTRELLA DAMM (@estrelladamm) on

 

Within five years of working for Estrella Damm, Ana was promoted to the head of Digital marketing. Ana also showed us youtube videos of Estrella Damm’s advertisements. This advertisement was the first commercial Estrella Damm released in 2009 which was also referred to as their music video. The song that was used for the video was played by an unknown band, which gained extreme popularity after this commercial was released. The companies brand went up by 200% after the video was released was well.

Estrella Damm continues to release commercials each year. These commercials continue to help the brand increase in popularity. When comparing new videos to the old, you can see how they have evolved over the years.

Marketing and PR

A companies use of marking skills can greatly affect the success or failure of their products. Companies no longer have to rely on the use advanced advertising to make their product popular. The most important thing in todays day in age is that a company knows how to successfully use social media networks in order to get their products publicity. Two of the most effective social media networks to use for marketing are Facebook and Twitter. Big companies such as Apple, Dell, and Amazon use twitter for PR by replying to their customers concerns, as well as offering special deals to their followers.

BOLD MOVE MADE BY ADIDAS

Adidas recently released an article stating that they are going to leave behind the television advertisements and focus solely on digital media engagement. By the year 2020, Adidas expects to quadruple their e-commerce sales revenue as a result of the increase in their digital advertisements. They started to realize that the up and coming generations main source of information is obtained through mobile devices. Adidas explained that they are aware they will need to go above and beyond with their digital media marketing due to the fact that most companies are doing it as well. They plan to invest a great deal in advanced manufacturing methods and 3-D printing.

http://video.cnbc.com/gallery/?video=3000601466

NIKE

Nike is another company that uses all forms of media in order to advertise their products. Nike specifically is known for sponsoring athletes and sports teams, to have them wear their products for advertising purposes. The company uses the growing popularity of social media to help with advertising their products.  Often times, the athletes in which Nike sponsor, will post photos on their Instagram of the products and tag Nike in it. This creates positive publicity for the company because when fans of the athlete see someone they admire wearing the product, they are more likely to go out and buy it. There are many different athletes that are sponsored by Nike.  Olympic track and field sprinter, Allyson Felix is one of the many athletes Nike sponsors.

As you can see in the photos above, Allyson Felix is wearing all Nike products in both pictures. This is one of her requirements thats comes along with being sponsored by Nike. Having an olympic athlete wear the products helps generate positive PR for the company. Along with that, Allyson Felix posts photos to her personal Instagram of the Nike products that she receives, tagging them in each picture.

The revolution never ends. Nike Air #VaporMax 😍😍

A post shared by Allyson Felix (@af85) on