On the topic of advertising, Mark Twain once wrote, “Many a small thing has been made large by the right kind of advertising.”
Students in DJ Min’s introductory advertising and marketing strategy classes, MKT 3580 and MKT 4590, had a chance to put that idea into action by developing an advertising concept to turn what is literally a very small thing—a bottle of Zatarain’s Hot Sauce—into something “large” during a full-day field trip to Peter Mayer Advertising in New Orleans.
Seventeen UNO students joined advertising students from Loyola University and Tulane University at the Peter Mayer offices earlier this semester to discuss ways to raise the profile of the Zatarain’s product.
The students were given a client briefing and a case study example, then they were led through each phase of the strategy and concepting process, culminating in an all-team cross presentation of strategies and conceptual ideas. The visitors broke into teams made up of students from all three schools to brainstorm ideas and then present those ideas to their colleagues, the Peter Mayer representatives and the client.
Min, assistant professor of marketing, said the experience offered students invaluable hands-on experience and real-world feedback in a live agency setting. In the process of working in teams with professional guidance, the students were able to learn more about the agency and creative processes while also making new connections and collaborating with peers from other universities.
“I believe everyone felt this was a valuable program that enhanced student learning,” Min said.
Coordinated with leadership from Michelle Edelman, chief strategy officer at Peter Mayer, the agency and universities are exploring the possibility of offering this opportunity every semester, he said.
Peter Mayer is an independent, integrated marketing agency based in New Orleans, with a client list that spans local, regional and national accounts. Peter Mayer’s areas of specialty include the food and beverage industry as well as travel and tourism. Zatarain’s is one of the firm’s clients.