A group of eight San Diego State University students seated several feet away at three tables they’ve pushed together. They’re doing some kind of group project — the dreaded group project. I eavesdrop, as I am wont to do, and learn it’s some kind of marketing assignment. They’re supposed to be an ad agency, I guess — everyone with his or her jobs and titles within this pretend agency, and it seems they’ve been told the pretend client they’re pitching sells air-freshening type products.
Okay. That’s the basic set-up for all the eavesdropping that follows.
A collection of what I heard:
~ Okay. We need to emphasize that we are innovative and traditional.
~ Am I the Account Executive? I wanna be the Account Executive, okay?
~ Well, maybe we could share that. Can we share?
~ Well …..
(Hahaha. That was the Alpha Male and Alpha Female of the group. Basically, the only ones talking.)
~ We need to acknowledge the challenge of our competitors. Make sure we talk about them.
~ Well, don’t talk about them TOO much!
~ (to a girl who hasn’t spoken) Do you wanna join the group or what?
~ Remember: The brand is the product. The brand is the product!
~ I think we should focus that our experience is that we’re young innovative professionals with fresh ideas.
(Verbatim there.)
~ Okay. I think we should show two guys: One is good-looking but his room stinks. The other is a total dork, but his room smells good. And the dork gets all the girls.
~ Are we gonna do a skit?
~ Yeah! We should do a skit!
~ Our expertise is that we’re professional.
~ Shannon, you’re Media Director.
~ I wanna be AE!
~ Sorry.
~ We need to focus on three things: our experience, that we’re on top of trends, that our competitors do things but we do them better.
~ Oh! And we need to make sure the client knows that WE choose. Our agency picks and chooses. WE choose YOU.
~ For the presentation, let’s wear suits and flip flops!
~ I think we should do it extemporaneously.
~ (to two students not contributing) You guys are copywriters, okay?
~ (shrug) Okay.
~ Sure. The other agencies will show you their stuff, but will they show you everything?
~ Okay. On Tuesday, me and her will write the copy.
~ (as they’re leaving) I really like us.
~ Me too.
~ We rock.
You know, I don’t know why people say SDSU is a laughingstock among colleges.
I am completely baffled.