Arianna O'Dell

I’m every marketers dream.

I am a heavy user of social media. I fall in the 20-30 year old age bracket. I talk non-stop. I have disposable income to buy your product.

I hate the word, “influencer” so let’s just call me someone who can’t keep my mouth shut.

Where do I talk?

I talk online.
I talk on my blog.
I talk on Twitter.
I talk on Facebook.
I talk on Tumblr.
I talk on LinkedIn.
I talk on Pinterest.
I talk on every social network you could possibly think of.

I talk in person.
I talk at work.
I talk at bars.
I talk at parties.
I talk in coffee shops

You get the point – I talk all day, everyday.

What brands have I talked about recently?

The Good :
Crest – A while ago they sent me a free Crest white strips, toothpaste, and mouth wash.

Nordstroms – They recently had an awesome event that they invited me to.

Rafflecopter – This tool was amazing and I felt compelled to tell other marketing people about it.

Odesk.com – This website is an amazing outsourcing tool.

The Bad :

Clearwire – I hate this company with a passion for their poor customer service.

HP – I also hate this company for their poor customer service.

So let’s get to the point of this post. How do you market to people like me? – The people who WILL spread your message, good or bad.

Give me something for free :

As cliche as this sounds, it works. Let’s jump back to Crest for a minute. A few months ago, after some Twitter chitchat the company sent me a box of Crest White Strips and Whitening Tooth Paste. I jokingly asked them on Twitter to send me some and they did. This little “act of kindness” had a huge return on investment for them. Why? Because I think I’ve told 100 people about this. And now, a million more people will know this after I publish this post. (Okay fine, maybe 200 Let’s see, so a box of Crest Strips probably costs the company $20? For 300 solid and memorable impressions – I’d call that a deal!

That said, you can’t buy my love – I will never post anything on my social channels because someone paid me to do it – only if I truly like the product/service and think my friends could benefit from it.

Save me time and or money :

If you compliment me on my sweater, I will reply with “Thanks, I got it at _________ for only $20!” I love telling other people about where they can get good deals. I’m a firm believer that everyone should have more free time and more money – I LOVE telling people about this. If you have a product that will save time or money  – I’ll talk about it.

Give me something that will make me and my friends laugh :

My feeds are full of the following – things I like and things I think other people would like. I will always post a video or article if I think other people will think it’s funny too. Whether it’s an auto-tuned Bed Intruder video or an puppy with a hat on, if your company can make me laugh – chances are you have a shot at my wallet.

Be innovative and push boundaries :

There are too many companies that are afraid to run any kind of marketing campaign that might spark controversy. I talk about things out of the ordinary. I talk about cool things I’ve seen. There is no way I’m going to tell my friends “Hey, did you know Coke is on Facebook?” – no one cares. What I will tell my friends is “Oh hey, I had ______ experience with this company. They are so _______ !

Want some more marketing ideas? Let’s get coffee and I’ll tell you anything you need to know about marketing to me.

Like I said, I love talking ;D

Well maybe “millions and trillions” is a bit of an embellishment, but read on to find out how you can get new users and views for an extremely low cost.

Over the last few months, I’ve been building a travel website called EuropeBoss.com. My long term vision for this website is for it to be the one stop research tool for planning a trip to my favorite place : Europe.

Blah blah…. This post isn’t about my site – you don’t care. You care about driving traffic to your own website! Okay okay, I’m about to tell you about one of the most amazing marketing tools I’ve found recently.

Driving traffic is TOUGH. For a new website with poor SEO, no initial social channels, and little content – how do you get views?

Introducing Rafflecopter!

Not only is Rafflecopter easy, but their customer service is impeccable and their widget can help you get the most ROI for your marketing budget.

Let me walk you through an example. I recently put this widget on my website.
Read the rest of this entry →

A few weeks ago, my friend Ludo Antonov and I attended the TechCrunch disrupt hackathon with an idea in mind. During the hackathon we build a product that enables businesses to quickly and easily establish a web presence – And so JustAbout.co was born.

During the 24 hour period we were able to build a functional prototype. Over the last few weeks, we’ve been hard at work polishing up the product and killing bugs. Yesterday, we finally launched! For our launch we got a few really nice stories from tech blogs around the web. Here are two of our favorites:

Thanks Jolie!

Thanks Drew!

Since then, a few people have messaged me saying “How did you do that? How can you get written up?”

My answer : You have to fail. You have to fail A LOT.

In the past, Ludo and I have worked on a number of start-ups and products together :
FlyByMusic – An online music streaming site that let you sync songs to your iPod from a web browser. (That got us in big trouble with the RIAA and cost us a ton of money in lawyer fees$$)
Lolzr- A platform we were going to build funny convertors on. Example : “Change your college tuition into beer.”
One Million Tweeps - An idea to get 1 Million Twitter accounts in a book.

Guess what? All of these went tank down and failed. Why?

Because we didn’t know what the hell we were doing!

….and that’s the beauty of entrepreneurship. You jump off a diving board while being unable to see the bottom of the pool. You have to change directions. You don’t know which way the current is going. Or as Pocahontas would put it, whatever is just around the riverbed. You have no idea. You have to go with the flow.

What did we learn from all these mistakes that helped us this time around?

Don’t keep your idea a secret – “My idea is super stealthy!” “Everyone will steal my idea.” 99.99% of the time, no one will steal your idea – stop flattering yourself. In the past, we’ve held off on PR efforts and refrained from talking about what we were doing. This time around, we talked a lot. We asked industry leaders for feedback and we talked about the product with all of our friends. This opened a lot of doors for us because we were able to get great feedback and feature suggestions.

PR, PR, PR – The first time I did any kind of PR I just made it up. I had no idea what I was doing. Now, people pay me to do it for them. This took a solid 4 years of mistakes to learn how to do it correctly. When you launch a product – tell people! PR is a numbers game – not everyone will write about you. Not everyone will care about what you’re doing. The more people and blogs you contact, the more of a chance you have to be written about. Everything in life is a number game.

Be flexible – Your business model isn’t written in stone and blood. You can pivot and change at anytime. Just because one model doesn’t work, doesn’t mean others won’t. Don’t give up – keep trying new things each and every day.

Though we still have a long way to go to reach success for JustAbout.co, we’re confident that this time around, we know how to run a business better than before. And on that note, I’d like to thank everyone who has given us feedback, connected us with industry leaders, and shared the website.

YOU are seriously the best. Remind me I owe you a hug when I see you!

(I’m a loser, baby!)

This weekend I had the opportunity to attend Startup Weekend : Special Edition, at Madrona Venture group. The event was not marketed, and was promoted solely via word of mouth. Luckily, I heard about it through a friend and was able to get a ticket back in February.

I have attended two start-up weekends in the past. One in Seattle and one in London. The weekends attract cool people, fun projects are built, and lifelong friendships are formed. Each one I have attended, I’ve walked away with new friends, new knowledge, and incredible experiences. If you haven’t been to one you should check it out!

This weekend, I had the chance to work with a phenomenal team on a new product called City Match. City Match is a service that matches its users up with their ideal city. Our team had some awesome developers and designers who were able to build a fantastic product!

“But, Arianna you’re a marketer…. what did you even do all weekend?”

Start-up weekends are a mix of technical and business oriented entrepreneurs and wannaprenuers. Whether you are a business person or a developer, start-up weekend has something for you.

This weekend I did things such as:
-Set up social media channels
-Write press releases
-Set up a landing page
-Engagement on social channels
-Made a cool video

This is an excellent post from Jennifer Cabala on what business people can do during the weekend.

Something I learned this weekend:

Your team is everything – Fortunately, I found myself on great team with an awesome group leader – Grant Goodale. If you haven’t had a chance to work with Grant on a project, I recommend finding a way. His leadership style was extremely motivating and helped keep our team on track. Grant is definitely one of the best leaders that I know!

My team also included :

Elliot Cohen - Elliot is a master developer. He was constantly hard at work all weekend cranking out our product. I had known Elliot for a while on Twitter, but this was the first chance I had to meet him in person. So glad I finally got to!

Cameron Newland - Cameron is awesome and if you don’t already know him, you should. Cameron is one of those smart, witty, hard to find, business/developer types. Working with him is always a blast. Additionally, Cameron has a British accent that can’t be beat.

Justin Ricaurte - I knew of Justin vaguely before this weekend but glad I got to work with him on this project. Is there anything this guy doesn’t know? Don’t think so! The whole weekend I learned so many bits of knowledge from Justin about an array of subjects. Justin is an extremely smart biz/dev person who I highly recommend working with.

Kevin Korpi- Did you see our website design? This is the awesome work of Kevin Korpi who I just met this weekend. Kevin made so many fantastic designs for our team in literally minutes. If you’re looking for a designer, Kevin is a highly skilled, overall cool guy you should be working with!

The entire team was fantastic and I am grateful to have gotten to know these guys all a little better.

Thanks for a great weekend!

I’m a sucker for reality TV. Okay, not reality shows like Jersey Shore or Real Housewives of Miami, but business reality shows! When produced correctly, television can be very educational as it highlights real world scenarios and circumstances. Over the past few years, I have found three business reality shows that teach useful business and marketing principles.

1.) Shark Tank This is my newest obsession and favorite show. The show brings entrepreneurs into a room to pitch a group of venture capitalists – the sharks. Okay, you’re probably thinking…. “ahh Arianna, that’s so boring!”

But it’s not!

Watching this show, you’ll hear cool business ideas, innovative marketing strategies, and learn what investors are looking for in a business. Not only will you hear great ideas, but you’ll hear some of the absolute worst. Both great and mediocre business ideas all have something valuable to teach!  This show is a must watch.

2.) Mary Queen of Shops – This show, airing on BBC, takes failing businesses and turns them profitable (or atleast tries). I was hooked on this show while in England, though with BBC, you can watch it stateside. This show takes real world examples of entrepreneurial struggle and solves the problem through Mary’s innovation. Mary, a saavy firecracker gives entrepreneurs straightforward advice to take their businesses to the next level. Through watching this show, you’ll learn the struggles brick-and-motar shops are facing as well as possible resolutions. Not to mention there is always a good deal of crazy business owners.

3.) The Apprentice - I don’t care what anyone says – I love Donald Trump. I think he is a smart, respectable, business man, who has built a remarkable empire. On The Apprentice, teams battle for the opportunity to become Donald’s newest apprentice through a series of group tasks.  On this show, you’ll watch different personalities handle ambiguous situations and race against the clock to complete their tasks. I’ve watched this show for a number of years; some seasons being better than others. Right now, the show is running “Celebrity Apprentice”. This season, you’ll see how the same business principles apply to both celebrities and the average Joe.

So c’mon entrepreneurs - turn off the American Idol and turn on these!

Over the past two quarters, I’ve been enrolled in a class at the University of Washington called Creating a Company. The premise of the class is running a start-up. During this experience, I’ve learned a lot – both professionally and personally with my group’s start-up Continuing Minds.

Typically, I sit through my college classes bored and disengaged. Reiterating useless facts and being talked to from a pedestal during lecture has failed to offer me the learning experience I had been craving since enrolling in post-secondary education. I can wholeheartedly say that I’ve learned more about myself in the Creating a Company class than in any other university class I have experienced. As the Creating a Company class is based upon real world application and interaction, I was able to learn business skills that aren’t taught within the typical class room setting.

From learning how to cold call, to learning about how create financial reports, I now feel more confident in any entrepreneurial endeavor I may choose to undertake in the future.
Professionally and personally, I feel this class has aided in my development to a much larger extent than I had anticipated. My three big take always from the class are as follows:

• Having a big ego is unflattering
• Other people can’t read your mind
• Planning is key

Having a Big Ego is Unflattering:
I’ll come right out and say it. I’m bull headed. Completely bull headed and at times can be pretty arrogant. I always think I’m right, I know best, and that I know what I’m doing. This class basically helped me fall flat on my ass, which is something I was in desperate need of. Through a few failed marketing campaigns and team arguments, I learned that I don’t know everything, I don’t always know best, and often times I have no idea what I’m doing. Even though the class concludes, I’ll carry this lesson with me for the rest of my life.

Other People Can’t Read Your Mind:
I generally keep my emotions pretty closed off. I refrain from telling people I’m upset and often times let raw emotions bottle up for months. In terms of talking about how I’m feeling, I just don’t do it. Feelings are a sign of weakness! – Or so I thought.

Something I learned from my group was that talking about feelings CAN be acceptable in business. After a few tense arguments at group meetings, one of my teammates suggested a great idea: a check in and check out. Before and after each meeting, we go around and say how we are feeling. To stop for a second and actually think about how I was feeling has helped me more than I could have imagined. Other people can’t read your mind to know when you’re upset about what is happening within the business. You have to speak up and tell them. I’m glad to finally learn this.

Planning is Key:
Going into the business, I would tell my team things like “Pfff, I don’t need a plan!” “Let’s just stop talking and do it!” Usually, I do things on a whim, make snap decisions, and I do most things without planning. The CAC class called for planning and strategic thinking. I thought I didn’t need any of this. Guess who was wrong? What did I learn about plans?

I learned that marketing takes time, research, and patience. As a person who wants instant gratification, this concept was hard for me to grasp. Fully understanding your customers will allow you to serve them better ultimately leading to a better business overall. I now understand this.

The Future:
In the future, I plan to continue down a path of entrepreneurship. Entrepreneurship is in my blood and I can’t wait to see what endeavors the future may hold. This class presented me with a tool kit and many lessons that I can draw upon with anything I may choose to partake in over future years. Thanks CAC and John Castle! Best class at the University of Washington.

Continuing Minds will be continuing! — Stay Tuned

Pepsi is launching a new can for their diet soda. It looks like this :

I’ll admit right away that I am a fan of diet soda. Why? Because it’s better for you of course!

Okay, not really – hundreds of studies have shown that drinking sodas made with artificial sweetener has numerous health concerns. This post isn’t about the health issues of diet soda so let’s put this aside for a moment. My question is :
Is this can good or bad for marketing purposes?

Pondering why I drink diet soda, I realized a few things. Diet soda is all about the feeling.  I drink diet soda because it makes me feel good.

This new Pepsi can does NOT make me feel good.

Why? It stands out. Part of the reason diet soda is great, is that it allows the drinker to feel that they are still drinking soda and not a diet product. You can go into a group of people drinking regular cola, stand there with your Diet Coke/Pepsi, and feel like a soda drinker. Could you imagine standing around with this can?

It’s big. It’s tall. It stands out like a sore thumb.

Yuck.

Diet Pepsi is selling fizzy water and confidence.  A can of this proportion stands out from the norm and does not offer me equality of other soda drinkers.

This can does not sell me confidence. This can only calls attention to the fact that I chose diet instead of regular. Who would want that? Not me.

Do you like this can?

[youtube=http://www.youtube.com/watch?v=SKL254Y_jtc&feature=player_embedded]

My favorite ad of the Super Bowl was without a doubt Chrysler’s ad featuring Eminem. The ad gave me the chills as it defined Chrysler in a new light and verified that a city like Detroit could make a luxury car. “It’s the hottest fires that make the hardest steel.” Not only did Chrysler play on the emotions of viewers but it re-branded Chrysler cars as “Imported from Detroit”. Genius.

Read the script below :

Narrator : I got a question for you.

What does this city know about luxury, hm?

What does a town that’s been to hell and back know about the finer things in life?

Well I’ll tell you.

More than most.

You see, it’s the hottest fires that make the hardest steel.

Add hard work and conviction.

And a know how that runs generations deep in every last one of us.

That’s who we are.

That’s our story.

Now it’s probably not the one you’ve been reading in the papers.

The one being written by folks who have never even been here.

Don’t know what we’re capable of.

Because when it comes to luxury, it’s as much about where it’s from as who it’s for.

Now we’re from America – but this isn’t New York City, or the Windy City, or Sin City, and we’re certainly no one’s Emerald City.

Eminem : This is the motor city – and this is what we do.

Whoa.

What are you thoughts?