Herschel Supply Co. Stukent Brand Analysis


After reviewing the social media activity in the last 30 days of Herschel Supply Co., I have noticed a few trends.

With Facebook, users are drawn to non-promotional images with a link. Primarily, these are lifestyle journals that Herschel Supply has put together with an image and link to their blog on their website. I believe people are drawn to these posts because they’re tastefully branded with Herschel Supply while also showcasing the user experience of travel and the outdoors. You can see it in the numbers: with just 4 of these posts, they drew in almost 34k likes, as compared to 43 posts of promotional images with only 20k likes. The ratio of posts to likes shows clearly what type of posts are most effective, with people sharing and commenting on these posts the most as well. Now looking at the 43 posts of promotional images, these were primarily posted links to the Facebook page with an image of the product from the website to purchase. I found it odd that at times, they seemed to spam their Facebook page in early morning hours with over 20 of these at a time, with little to no interaction, varying from 2-10 likes per post. It seems counterproductive to do this type of spamming, as it doesn’t seem like the correct time of day to be reaching customers. They seem to have received the most likes and interactions between Friday-Sunday. I attribute this to people having free time or getting paid Fridays, which can mean having time to read the lifestyle journals as well as browse for purchase.

With Instagram, the users seemed most drawn to images of people outdoors with a Herschel Supply Co. product. In fact, these images performed 50x better than any other type of content on their Instagram in the past 30 days, with almost 70k likes and over 200 comments on these posts. The other types of content, including images of people wearing the product indoors, or just the product itself indoors, only received an average range of 3-5k likes. One type of content that stood out, along with the images of people outdoors with the product, were outdoor images with no product. These were images of various locations around the world. I believe both of these top-performing types of content do well because they’re attracting the users who have an interest in travel and the outdoors, which is in line with their Facebook as well. I believe this is their best target audience that they try to appeal to.

With that being said, as the top competitor for Buhi bags, I think the travelers and outdoorsy audiences are what needs to be targeted as well. People in this target respond best to consistent lifestyle content that gives a feel for the brand and gives a personal touch. Customers want to know that these products can be used in real life situations like travel, by real people, not just being shown promotional shopping posts. One thing Herschel Supply has shown is that their spamming in the early hours isn’t what people like, so I think Buhi should avoid that. Weekends seem to appeal to the audience the most, probably because people that enjoy the outdoors and travel tend to want to do so on their time off, so that can be a time to showcase why Buhi products can fit in with that. Herschel Supply Co. does a great job at keeping their images consistent and of good quality, so that should be something to strive for as well.

All in all, I have learned that Facebook and Instagram can be completely different as far as interaction goes, but that it’s important to keep brand consistency across both so people have the same feel for your company regardless of what platform they’re seeing it on. When people hear of a brand, I think one thing should really resonate with them and not a confusion of jumbled content or messages.


Photo Credit: Herschel Supply Co. Instagram (@herschelsupply)


Mobile Advertising and My Career

What is mobile advertising and what does it matter?

Mobile advertising is a way to market your business through mobile channels like social media, websites, and apps. It’s done through ads that you can customize and place throughout. Smartphones, tablets, and other devices can be reached through mobile-optimized advertising.

I think mobile advertising might be one of the most important concepts in my marketing career. Now more than ever, there’s an opportunity to focus on reaching people through their phones.

Here are some facts that stuck out to me as I was researching this topic:

40% of user’s internet time is on mobile.

By 2019, mobile advertising is expected to represent 72% of all U.S. digital ad spending.

By 2020, mobile ad expenditures are expected to have nabbed 65 percent of all Internet ad budgets.

These statistics are bound to increase even more every year. As a consumer and a marketing major, I have become a lot more aware of mobile marketing. Just this last year, trends have changed. There’s now sponsored Snapchat filters. Facebook Messenger allows businesses to use bots to message you. Instagram links to specific product purchase pages. It’s ever-evolving and understanding it can spark creativity to come up with new ideas in any marketing strategy.

Personally, I see my career focusing on local businesses, and mobile marketing is a great tool for that as well. For example, you can use Google Adwords to create a local ad extension on mobile. This uses your location to pop up in the nearby area as well as linking a phone number to call. Location-based marketing can also be used to make your ads appear when people are in close vicinity of your business. Another option is Facebook ads to boost visits to your business page and your business itself.

It’s crucial for any business to be optimized for mobile. This can be making sure your website is mobile friendly, to strategically placed ads throughout mobile apps depending on your target market. It’s a concept to stay updated on and put into place in all aspects of marketing any type of business.



Wordstream: What is Mobile Marketing?

Impact: 38 Mobile Marketing Statistics To Help You Plan For 2018

DM News: Mobile Marketing: Gaining Dominance by Leveraging Engagement

Photo Credit:


Content Marketing: What We Can Learn From Coca Cola

“People will remember how you make them feel.”

What pops into our heads when we hear about, see, or drink a Coke? It’s classic. It’s iconic. I recently read an interview and watched a speech on Coca Cola’s senior content manager Kate Santore. It got me thinking about the whole content marketing process and how we communicate.

Kate spoke a lot about the concept of telling a story. There is so much information out there that we as consumers are exposed to, so it’s vital to take the consumer point of view into account as we are marketing. It’s easy to get lost in the fray. There’s so much content overload, so it’s important to tell your own unique story, whether it’s a product or service.

Making a personal and human connection will connect your story and brand to the people. With the internet playing such a huge role in our everyday lives, I think we’ve become a sharing generation. When people connect to something, they’ll want to share it with others. They’ll tell their version of your story through their own eyes, through word of mouth, social media, all across the board. It gives brand exposure that you don’t even have to work or ask for.

The biggest point I took away from Kate’s speech is the question, “if our product is taken out of the story we are trying to tell, can this story still be told?” She explained that if the answer is yes, then it’s time to go back to the drawing board. The story is important, but the brand must play the largest role in it.

What do you want people to feel and experience with your brand? Regardless of what type or how much content you put out, you want to keep that feeling and experience at the heart of it all.


If you would like to read more about Kate’s interview with the Content Marketing Institute, here is the link:

Photo Credit: Guy Aroch 2017


My Personal Mission Statement

I will strive to create a positive, creative, and open atmosphere in my work and personal life. I will seek out and experience every opportunity to grow. I will recognize the needs of others, and the community, and use compassion and patience to collaborate and lend a helping hand. I will do what I can and inspire others to the best of my ability to eradicate social injustices and prejudices. I will embrace the ups and downs of my journey to learn, grow, and evolve into someone I am proud of.


Photo Credit: Jessica Doering


Disability & Diversity

For class, we had to watch and reflect about a video (link posted below) with a young man named Tyler, who suffers from cerebral palsy, among other disabilities, and his various life experiences and achievements throughout high school. I think Tyler makes a great point that it’s important to focus on an individuals’ abilities versus their disabilities. Ability awareness enables all of us to be creative in the ways that we can help people. Everyone should have the opportunity to succeed. I remember being in school and having classes with students with learning and/or physical disabilities. I thought it was important to include them and make them feel welcome in the environment. I think sometimes younger people get intimidated by people with disabilities because they don’t understand the extent of them and are unsure of how to help, but it’s important to learn that everyone wants to succeed and work together no matter what obstacles they face. Growing up, my mom had a boyfriend whose son was autistic. I also babysat my 3 cousins, 2 of which are on different spectrums of autism, and had babysat for a friends’ child that was too. It taught me a lot about how to communicate and alter your ways of going about things to achieve what the person needed. I also learned how special and gifted children can be in their own ways, which will carry on to adulthood. Emotionally I learned a lot of patience and compassion, to which I am very grateful. Disability and diversity awareness is vital and of utmost importance to all.


Link to video: 

Photo Credit: Jessica Doering




“What are your strengths?”

Do you hear that question and are uneasy to answer it? I’m sure we’ve all been asked this question in job interviews, school, work, etc. What makes it hard to answer?

I believe self-reflection is difficult at times. Sometimes it’s hard to take a look at yourself from the outside, and seems arrogant to list things that you’re good at. Sometimes we learn best about ourselves from what people around us observe. I think when it comes to personal branding it is important to get to know yourself, and to be confident. What do your friends like about you? What have your bosses or teachers complimented you on? What are some of your strongest beliefs or ideas? How do these all translate into skills?

I myself am a mild-mannered person. I’m more of a listener than a talker. I observe. I believe that helps me to hone in on solving problems. I’m very organized, I like to create a plan in any given situation and map out where to go from there. I believe this helps analysis and brainstorming, meetings, conflict resolution, and implementation within any career I choose.

If I take a look at what my peers have said about me, I can agree to the fact that I am kind, sympathetic, humorous, giving, and strong-minded. Feedback that I have gotten from previous bosses and co-workers have been along the lines of being organized, patient, hard working, and polite.

I believe these traits can make me stand out in my career. I have a great ability to sense what others are feeling and accept and respect various ideas and opinions. I am one to include everyone in anything that I do, and appreciate creativity and collaboration. I have a passion for helping others and carry out that goal whichever it may be. I am looking forward to using my strengths to stand out and help clients and businesses stand out as I pursue my marketing career.


Photo Credit: Jessica Doering





Last week, I had to interview a business owner for one of my marketing classes. I chose the owner of a local pub, and it got me thinking about the differences between larger corporations and small businesses. I also thought about how the local economy can sometimes differ from everywhere else, and how important local businesses are to my community.

I believe La Crosse, Wi can grow and prosper into something really special, because we already have that feel, and are expanding. I’m excited to watch new businesses pop up and hope to see them grow. The downtown area has expanded greatly, and I’m hoping locals will frequent those businesses versus the chain restaurants and stores. I would like to see downtown be the main source of shopping instead of the mall.

I see the north side starting to use “Uptown” in a couple of business names and I think that could really be something that attracts more people to that area. I see that as a great opportunity to expand. Businesses could work together using the idea of Uptown to collaborate. Larger cities have different parts of town with different stores, coffee shops, restaurants, and each part of town offers something different and unique that attracts people, and I think that could work here.

Local businesses are the backbone of small towns and cities across the country and the world. As technology grows, I believe digital marketing is vital in making sure the success of these businesses prospers. I’m excited to observe my growing community while I finish school, and looking forward to working with it in my career when I graduate!


Photo Credit: Jessica Doering




“Sometimes asking tough questions causes you to make you make tough decisions. But it’s important to understand where you are in order to understand if you want to go anywhere else, and if you do, what direction to head…because you ain’t gonna end up north if you are heading west!” -Chelsea Dinsmore

As I was browsing, I came across a blog post on the website Live Your Legend, Chelsea’s words resonated with me. Self-assessment is vital in understanding where you want to go. It helps you come to realizations about yourself that you may not have discovered if you didn’t take the time to reflect. I kept this in mind during our Marketing Career Prep class as we took a self-assessment test to assess our skills for college success. I realized all the points the test covered could not only help me navigate college success, but career success as well. Having a self-awareness about your strengths and weaknesses can help reveal areas you need to work on, and lead you in the right direction.

I found my strongest area to be ‘discovering self-motivation.’ This is an area where my choices  keep me on course. Since I was a child, I’ve been independent and took it upon myself to get things done. I’ve had a good sense of what direction I should be going in and the work I need to do to get there, so this definitely makes sense to me.

The area I needed to work on was ‘developing emotional intelligence.’ I can chalk this up to being a sensitive person, and being passive when things aren’t right. I think as I’m getting older I’m learning that I need to express when something is wrong and resolve the situation instead of masking it. Working on this can help in my career to solve small problems so they don’t turn into larger ones.

The rest of the areas, for example; ‘employing interdependence’, ‘adopting lifelong learning’, and ‘believing in myself’ were all scored on the higher end of the neutral point of view, which I interpret as areas that might need a little more work to become my strengths. Navigating college is a new and unfamiliar concept to me. I’ve been out of high school for 10 years, so finding my footing again is going to take some effort, but I’m up for the challenge. Like Chelsea said, you’ve got to understand what direction you want to head, and college is the right step in moving forward to my digital marketing career. There’s going to be different paths along the way, and I’m excited to see where they lead.


If you’d like to read Chelsea’s Live Your Legend blog post, here is the link:

Photo Credit: Jessica Doering