Following our first presentation in week 9 our group understood which organisational skills worked to our advantage, as well as identifying our faults.
After the completion of week 9’s presentation, we were confident with the depth we had put into our media and advertising pitches, despite that intensive work not being initially required. With that in mind, our group decided to take a little hiatus between each presentation. Since the bulk of our pitches were complete, this break was justified.
Once we rejoined at the end of week 10, we were well-rested enough to take on some more group work. We began by organising what work needed to be done before the last presentation. After receiving advice from Cangie, Jan and Ekaterina, we were able to outline which areas of our group work needed more priority and fleshing out.
Using our Google Doc, we assigned areas of work to each group member, also designating a due date and time to meet and teach each other’s work. We split each discipline between two people, however reviewed all work amongst the group so that everyone was on the same page. This proved to be an efficient strategy since we were able to each contribute to class discussion and inquiries by Jan and Ekaterina following the end of our presentation.
Working through our prescribed work, we constantly corresponded via Facebook chat and Skype. Our Skype sessions allowed us to keep up to date with any new revelations in the project and to further plan new check points.
This time around, coming together with our independent study was less overwhelming. Our individual work was becoming more reflective of the group and our values, creating a succinct and fluid canon of work.
After the recent delivery of our Week 11 Pitch, I am satisfied by the work ethic and quality of work that was produced in the presentation.
As a whole, I consistently worked alongside my fellow group members on tasks and planning for the pitch. As well as, giving and receiving feedback on work that was a focal point in the presentation.
Working alongside Hannah and the team in the Media pitch, ensured that we consistently had an open mind towards ideas and concepts. Furthermore giving the pitch needed improvement from the direction we were heading towards previously.
Unlike the subconscious errors that I made earlier of not raising questions at the beginning helped guarantee I was aware of all tasks and changes. Likewise, bringing up any concerns or needed attention to the work I was doing.
The constant communication that our group was having assisted me with knowing everyone’s progress, which gave me a checkpoint on the speed I should be working at.
Moreover, the Google document and Skype conversations certainly gave me the surety that all the work produced was a team effort.
A possible improvement for next time can be to provide greater contribution on the work that will ultimately give the team greater chance for success and best possible outcome.
We all put in excellent work!
Although feedback from our first presentation was largely positive, areas of weakness, such as information about audiences and precision of delivery, were outlined. Upon receiving this, we worked diligently to develop these areas through conducting comprehensive research on target demographics. We also discussed the ideas we had proposed in our first presentation in more depth, developing a more rounded and concise delivery.
In order to create convincing pitches for Media and Advertising, we had to provide our intellectuality on the target markets we were appealing to. We undertook extensive research into the age groups engaged with online pop culture media outlets for our media pitch. For advertising we decided to reflect on eBay’s current popular demographic of users, identifying younger age groups as being outliers and less engaged. This preliminary research allowed us to identify our direction, we then focussed on the research which informed us of how we could target these specified areas.
One issue that was raised following the first presentation was how we would reach this outlined target audience with our advertising campaign. In attempting to be more specific in this area we conducted research into YouTube’s advertising targeting technology and were able to define channels in which the advertisement would be streamed, contributing to a more effective and targeted campaign pitch.
Whilst undertaking our research on potential audiences, we were approached with the idea of pitching our media idea to more than one specific media outlet. Jan’s advice enlightened the fact that we had to think more realistically about our media pitch. We narrowly angled our pitch to Buzzfeed, however given the inconclusive nature of a pitch, it was more realistic to pitch our media proposal to other media outlets of a similar format. That way we provided the variety needed to adapt to fit any media distributer. This was the main alteration that was made between presentations, expanding our potential market, and potential audiences.
Reflecting upon the completion of our first presentation, we unanimously understood that we needed to work predominantly on our presentation technique, since this would come to be our main marking criteria. After culminating our research, we worked extensively to create a fluid and comprehensive presentation, rehearsing enough to not rely on cue cards or written notes.
Banchiri, B 2016, Why women make less money than men selling things on eBay. Available from: http://www.csmonitor.com/Business/2016/0220/Why-women-make-less-money-than-men-selling-things-on-Ebay. [2 May].
Blattberg, E 2015, The demographics of YouTube, in 5 charts. Available from: http://digiday.com/platforms/demographics-youtube-5-charts/. [18 May 2016].
BuzzFeedBlue 2015, Everyday Things Women Pay More For Than Men, YouTube video, 6 May. Available from: https://www.youtube.com/watch?v=DUXOVGV5wqQ. [17 May 2016].
BuzzFeedVideo 2016, Americans Experience A Kinder Surprise For The First Time, YouTube video, 21 April. Available from: https://www.youtube.com/watch?v=B66H_hSZ_m8. [17 May 2016].
eBay Inc n.d., Site Info and Stats. Available from: http://pages.ebay.com.au/advertise/site_info.html. [16 May 2016].
Harmon, S 2013, Here’s A Massive Infographic About Gender Inequality In Film. Available from: http://junkee.com/heres-a-massive-infographic-about-gender-inequality-in-film/24553. [18 May 2016].
Marty, R 2016, 10 Beliefs About the Wage Gap That Are Actually Wrong. Available from: http://www.cosmopolitan.com/politics/a56647/wage-gap-myths-misconceptions/. [18 May 2016].
Silveira, C 2014, An explanation of the pay gap between men and women that I’ve never heard. Available from: http://www.upworthy.com/an-explanation-of-the-pay-gap-between-men-and-women-that-ive-never-heard. [18 May 2016].
Smith, C 2016, By the Numbers: 19 Amazing BuzzFeed Statistics. Available from: http://expandedramblings.com/index.php/buzzfeed-statistics/. [16 May 2016].
Smith, C 2016, By the Numbers: 37 Amazing eBay Statistics. Available from: http://expandedramblings.com/index.php/ebay-stats/3/. [16 May 2016].
Vincenzini, A 2013, 12 Compelling Australian Online Video Statistics from 2013. Available from: http://kamber.com.au/australian-online-video-statistics/. [16 May 2016].
Each week our group worked cohesively and extensively through set tasks and plans which formatted a work ethic that was unique to the relationship we grew.
Our planning began by setting out work that we expected each group member to undertake, which would be monitored and reviewed throughout the week and ready by the time we met at the end of the week. These tasks were outlined in a clear and precise manner which we all understood.
Furthermore, in order to guarantee the work that was produced was consistent in quality and speed, we were able to view each other’s work through a Google document that was created so we could see all work coming along.
These measures continually ensured that we were creating our best possible work.
Additionally, a crucial component of the team’s communication was through social media. We retained a Facebook group chat whereby any problems or issues were addressed when they were exposed.
Likewise, we had a group meeting over Skype where we could go over each others work even if someone couldn’t make a physical meeting at University. This Skype meeting became a foundation to the great partnership that we established and retained throughout the entirety of the group project.
As well as this, we could these methods as check points to ensure any possible lag on the equal workload was removed and carry on a great partnership into the working week.
Our team consisting of Ollie, Peta, Laura and Hannah, was one that was strong in communication and quality. The consistent weekly planning and “to do list’s” over the week helped establish the excellent work ethic we retained and kept right up to the pitch.
Although not professionally laid out, this storyboard draft allowed us to flesh out our ad idea. By viewing a visual representation of the ad we were able to scrutinise over the layout and perfect the creative pitch. The process of producing this draft saw us adapt our idea. We edited some scenes which did not fully correlate with our USP or target audience. The storyboard allowed us to critique whether or not our idea made sense visually, and to underpin any weaknesses in its practicality. Since there were some amendments it is obvious that this workshop task was useful in allowing our group to finalise the creative aspects of our advertising pitch.
- 16-30 year olds
- Varying cultures and backgrounds
- Use the internet
- Watch YouTube videos for entertainment and advice
- Studying or working
- May be both time and financially poor
- Engage in online shopping
- Are adapt at using the internet
- Are strongly and consistently connected online
- Use social media sites such as Facebook and Instagram
- Live fast pace lives- used to the immediacy of the internet
- May be impatient, accustomed to instant gratification
- May already, or be interested in, selling goods online
- Believe in equality between the sexes
- Interested in saving and making money
- Believe in and enjoy the benefits and conveniences of the internet
- Want to be in the loop- be aware citizens
- Generally does not enjoy or appreciate ads
- Would be interested in selling goods online
eBay’s current audience
YouTube’s current audience