Tag Archives: automobile industry

Media Spotlight: Kass Burrowes, Social Media Relations Manager

12426_586402464704259_65505331_nEditor’s note: “Media Spotlight” is an ongoing series where we interview the wide range of professionals that make up our growing office. From the traditional media planners to our digital buyers, you’ll gain insight into the many levels that make up Media Works Ltd. This week we interview Social Media Relations Manager, Kass Burrowes

How long have you been working in media/ advertising?

I’ve been working in advertising for about 3 years. I started as an intern at an agency and fell in love with the culture and fast pace of the media industry.

What are some of the challenges of your position?

For me the biggest challenge with working in social media is trying to stay abreast on all of the tools and technology available. There’s new platforms and sites being released every week and often times we’re tempted to play with all the new toys, but and as a digital marketer it’s my responsibility to research these options and decide which is the best fit for our clients.

What’s your all-time favorite ad campaign? What made it special?

I’ve always been fascinated by automotive advertising so most of my favorite campaigns are for car companies. Over the past couple of years I’ve really enjoyed seeing Cadillac transform from a stale brand into a product coveted by people of all ages. More recently I’ve fallen in love with the Mad Med inspired Lincoln commercials that run during the show. Often time’s sponsorships can seem forced, but as a fan of the show I really appreciate them taking the time to make the ads appear seamless with the show.

Can you name a recent campaign that you would’ve done differently?

For me there aren’t too many campaigns that I would’ve done differently, but I do feel that there are some brands that need a reality check. As a social media addict it frustrates me when I see brands avoiding social media integration into their spots. We’re seeing more brands include their Twitter and Facebook handles into their commercials to help drive traffic. Forbes reported that 75% of brands integrated social into their ads. Obviously I’m a little partial because I work in the industry, but I really do see value in driving your customers to the social space.

What advice would you offer to someone looking to get into the advertising industry?

My advice to any young professional looking to get into advertising would be to hustle. These days there are so many people looking to get into advertising/social media that you have to find a way to make yourself stick out from the crowd. Whether it’s finding a creative way to represent yourself in your resumé or simply working double time to land an interview, or working unpaid as an intern, you have to work hard to get the job you want. That’s the first part. The second part is working just as hard to keep your job and make an impact. For me it was never just about getting a job in advertising. I felt I had good ideas and I wanted the opportunity to share them and see them implemented. As a result I did whatever it took to get my feet in the door so that I could prove myself and I’ve been here ever since.

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How the Automotive Industry will Cope with Sandy

It’s hard to escape the images on the news networks and the Weather Channel: Homes knocked off their foundations, burned houses, washed-out neighborhoods, flooded streets and downed power lines. 39 people lost their lives, more than 8.2 billion homes and businesses lost power, and early financial estimates show at least $20 billion in property damage and $10 billion to $30 billion in lost business. These are staggering figures…

The Automotive industry is also feeling the effects of this “Frankenstorm.” Just as it was poised to finish strong in 2012, experts foresee several possible outcomes from Sandy – some good, and some bad:

Decreased month-end sales for October

  • Dealerships typically push month-end offers/specials, but when Sandy hit on the 29th, both foot traffic and sales were affected in Northeast.

Fear of buying a Used car flooded by Sandy

  • Experts say that more than half of the cars flooded by Hurricane Floyd were put back on the road. Buyers beware of cars that have been damaged by Sandy and re-sold; once an engine is damaged by flooding it will most likely never be the same again.

Power outages may cause All-Electric and Plug-In vehicle owners to reconsider

  • With the constant push for fuel economy and eco-friendly models, the recent power outages have left many All-electric and Plug-in vehicle owners wondering how they will charge their cars.

Special offers for Sandy victims

  • Some manufacturers and dealerships have already made special offers for Sandy victims. These good-will gestures may go far for PR and customer retention, but will also help with sales in the next few months.

Possible sales spikes in the Northeast

  • Many vehicles that fell victim to Sandy will need to be replaced. And, combined with the fact that the average age of a car today is approximately 11 years, car owners affected by the storm may be shopping for a car in the next few months.

It will be interesting to see how the Automotive industry reacts and moves forward in the wake of Sandy.