Since I always have an opinion about advertising, I said I would include such musings on this site.  And so, what better place to start than with the this year’s campaign from Volkswagen.

On one hand, I think it’s super cute that they’ve incorporated a pop-culture concept into their corporate messaging.  And, honestly, I think the campaign is done brilliantly.  On the other hand, the way they’ve done it leads me to ask a variety of questions . . .

1. When did “punch BUG” (a.k.a. “punch buggy”) become “punch DUB”? (February)
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2. Are they trying to change the term into something that can be an umbrella for all VWs — instead of just the Beetle? (Probably)
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3. If so, how do they think this is okay? (It’s all about the BUG for crying out loud!  I mean, I like a Jetta as much as the next girl, but the game is about the cute, kinda weird, little car.  “Punch Buggy RED – no punch backs!”)
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4. And, what’s the point? Broadening the public’s awareness of their other models? (Probably)
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5. Will it work? Will we just become conditioned to the new phrase and the new meaning so that future generations will all say “punch dub”? (Leaving the ancient folks born before 1995 to one day say “I remember when we used to say “punch buggy”? . . . “Man, Grampa, you’re old!”)
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6. Or, will we reject this attempt to take control over this grass-roots version of their company brand and messaging? (Power to the people! — Based on my extensive internet research, it looks like some “purists” say “yes” to this one and reject including other VW models in the punch buggy game rules.)
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7. And, lastly, could it be possible that somewhere else in the world, people actually use the term “punch dub,” and I’m just too American, or mid-western, or sheltered to know about it – and this is VW’s attempt at educating me? (My extensive internet research doesn’t show any indication of this.)

So, my vote is thumbs up on a creative and well executed idea, but thumbs down on messing with a fun and iconic reputation.

This morning I experienced one of my business networking pet peeves – The Bum Rush.  If you don’t know what that means, Urban Dictionary will give you lots of variations.  My favorite definition – and the one most appropriate for this particular situation – is:

“To attack someone or something by wildly charging them full force with
no sort of tact or skill other than one’s own momentum and possibly the
backs and sides of their fists as they randomly flail them out of rage,
but certainly consisting of no precisely swung blows.”

I arrived at a networking mixer for women (that I attend every month), slapped on my special name tag, and found a seat at a table with a few other ladies.  No sooner did my tush hit the chair, than a woman from another table came up pushing her business card into my face while demanding one of mine in return.  (At this point I had horrible visions of the flood of spam about to come my way.)

Now, I’m all for making connections to grow your business, but this aggressive pursuit of contact information is just out of line (and, by the way, a complete turn-off to most reasonable people).  Alas, there is almost always one of these people at any networking event (and sometimes they like to travel in pairs), so one must learn to tolerate them.  But, I can guarantee that along with telemarketers and door-to-door salesmen, I will never do business with this type of person.  I don’t care if they’re selling golden eggs . . . no thank you.  You have just indicated that you don’t care anything about anyone and are just trying to make a sale.

So, this time, I’ve just been pushed over the edge and felt the need to share just a few of “Kristen’s Rules of Networking.”

1. Do NOT try to target the entire room, they are not ALL your target market (even if you’ve been told “everybody has skin” or “everybody uses the phone” or any other version of “everybody needs what you’re selling”).
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2. DO remember that these are PEOPLE you are dealing with (not just your next sale).
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3. DO have actual conversations with those around you (and please talk about more than just your product or service – take a minute to find out who you’re talking to and then look for ways you can help them).
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4. DO hand your business card to those with whom you’ve actually made a real connection (and, of course, get theirs as well).
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5. DO NOT (under any circumstances) add anyone to your mailing list (both postal and e-mail) who has not asked to be included.  First, if sending via e-mail, it’s considered SPAM – and therefore illegal.  And, second, you will gain a reputation as a regular annoyance they have to deal with.

Okay, I’m climbing off my soapbox now.  I hope these tips will help you the next time you are out and about, moving and shaking, and growing your business.  (Or, at the very least, I hope a few of my entrepreneurial friends will give me a hearty “amen.”)