Inside B to B Marketing

Case Study: 5 Things to Learn from Milacron’s Talent Acquisition Campaign

2012-01-24T13:44:00.006-06:00

The statistics are in, and they’re good. After only six days live, Milacron’s new recruitment website has had 883 unique visitors, more than 4,011 page views and 260 people who filled out forms requesting employment opportunities.

Like many manufacturers, Milacron, a worldwide leader in plastics machinery, was experiencing a workforce shortage and needed help in attracting talent. The initial success of their new microsite is both a testament to the ability of a well-designed website to attract prospective employees and to the fact that there are people looking for manufacturing jobs.

In November, we wrote about 5 ways that manufacturers can address their workforce shortage. We have since been working with Milacron and other clients to put these ideas in actions.

Here are 5 key takeaways from the Milacron Talent Acquisition campaign:

1. Integrate the program: The initial launch of the microsite would not have been as successful had it not been surrounded by a strategic, multi-faceted program. The campaign encompasses social media presence including Facebook and Twitter, as well as public relations securing both local and trade publication coverage. The company is also fostering relationships with local technical and vocational schools, offering both a co-op program and a scholarship program and promoting Milacron as a good choice for job shadowing, apprenticeship and eventually permanent employment.

2. Base the execution in research: Before designing and executing the campaign, interviews were conducted with current employees at Milacron to understand what was important to the young people in the organization – what they valued about working at Milacron. These interviews were coupled with background research into Millennials to better understand what this generation responds to and cares about. The research informed the employment brand and position as well as the development of the microsite and the surrounding marketing program.

3. Include video: Video is a medium increasingly preferred to receive online information and is especially important for reaching younger people. We conducted onsite video and photo shoots featuring young people inside the organization. These videos will continue to be used throughout recruitment efforts.

4. Create an employment brand: Leveraging the research, we developed an employment brand centered on showing prospective employees how they can “Be More at Milacron.” The messaging is woven throughout the microsite and video testimonials and will continue to serve as a foundation to speak to current and prospective employees, students, parents, educators and the marketplace.

5. Build an appealing careers section: The careers sections of many manufacturers’ websites leave a lot to be desired. The section needs to be informative and engaging, helping to familiarize students, teachers, parents and other non-industry individuals with a basic understanding of manufacturing in a way that highlights the long-term, technologically advanced and personally fulfilling career benefits the field can offer. A good careers section should be user friendly with intuitive navigation and be visually appealing to audiences, especially young people.

How I See It: State of the Economy 2012

2012-01-17T12:50:00.003-06:00

I preface these comments with three qualifications – one, I am typically a “glass-half-full” personality; two, I’m not an economist (I don’t even play one on TV); and three, I’m assuming that there will be neither a Eurozone economic meltdown nor significant instability in the Middle East.

Given that, I see a rosier business environment in 2012 than what the mainstream media seem to be embracing.

· Consumer confidence is positive and rising.

· Unemployment claims and rates are declining.

· Over 200,000 private sector jobs were added in December, of all months.

· Manufacturers report increasing backlogs and plant capacity utilization.

· Banks are competing again for opportunities to finance business growth.

Yes, there are some tricky issues that still need to be addressed. One of them appears to be an imbalance between available workers and the skillsets needed by employers, especially manufacturers. We’ve often discussed manufacturers’ workforce development challenge here. But many worthwhile efforts are attempting to bridge this gap. Second Chance Partners, an alternative education organization that pairs schools and private industry to create manufacturing apprenticeships for students who are struggling in the traditional high school environment, is a notable example.

As 2012 unfolds, I see prudent businesspeople taking advantage of this increasingly favorable environment. They will begin to reinvest for marketing and sales – not only for customers but also for recruiting the skilled employees they desperately need; they will take advantage of very low interest rates to upgrade if not expand their production facilities; and they will make sure that they take extra-special care of their current employees.

Mega-JLo-mania, and Other Cautionary Tales of 2011 Celebrity Spokespeople

2011-12-30T12:00:00.005-06:00

Taking a quick look back at the last 12 months in national advertising, it’s clear that 2011 was another year dominated by celebrity endorsers – with widely varying success rates.

Fiat’s use of Jennifer Lopez to support a new car launch seems to be backfiring. Nobody’s buying the ol’ “Jenny from the block” routine:

Go Daddy has bigger problems on its hands right now than its terrible commercials featuring Danica Patrick, but spots like this aren’t helping:

In 2012, big brands everywhere are likely to keep trotting out familiar faces from screens, fields and courts. But before our big-budget marketing brethren shell out the cash to those who don’t need it, maybe they should take note of these and countless other less-than-celebratory results.

Then again, sometimes a celebrity spot works pretty well, like some we've seen recently here in Old Milwaukee ...

Holiday Party Gift-Wrapping Rodeo Wrap-Up

2011-12-19T16:17:00.004-06:00

Office holiday parties are a fine opportunity to promote teamwork and togetherness. This year, we decided to take the camaraderie of our annual yuletide shindig to a new level – by mixing a charitable ingredient into the usual recipe of food and fun.

In the spirit of giving, we channeled our holiday cheer toward a toy drive for the Journey House of Milwaukee, an organization that provides education, employment, neighborhood revitalization and other programs on Milwaukee’s near south side.

We collected a variety of new, unused toys for kids served by Journey House. And to make sure we emphasized the “fun” pillar of our core values, we incorporated a wrapping contest (not be confused with “rapping contest” – maybe next year?).

We are proud to announce that this past Saturday, Santa himself handed out 25 presents worth almost $400 to children from the community from SH (among many others from the generous Milwaukee community).

Check out photos from the holiday festivities on our Facebook page.

Travel Diaries: Personal and Professional Networking in Madrid

2011-12-01T15:17:00.003-06:00

Despite what you may be reading about the Eurozone crisis, not everyone’s in panic mode. For example, PowerAxle, our IPREX public relations partner in Madrid, seems to be on the up and up.

I had the opportunity to tour PowerAxle’s offices and meet Mayte González-Gil (at right), CEO of PowerAxle, during a return trip to Spain, where I lived for four years until late 2009.

In an old apartment in the center of the city, PowerAxle’s work environment reminded me a lot of ours here in Milwaukee. It’s an open office that allows for constant communication and collaboration. Some of those efforts are put towards clients such as AXA, the French insurance company, Chicco, the Italian baby care brand and Scania, the Swedish automotive company. Working primarily in the B2C sector, PowerAxle specializes in market research reports (many of which are used by various ministries of the Spanish government) as well as brochures and other collateral material.

We had a chance to sit down for la comida, a typical 2 p.m. Spanish lunch (which ended around 4 p.m.) at a lovely place near Plaza Olavide called La Huerta del Duque. We ordered some cheese and ham to start and shared an amazing rice dish (similar to paella) and talked about everything from business to politics to life. We found common ground on what our companies are doing in the digital space and also talked shop in terms of copy writing, design and billing.

Mayte mentioned to me they were looking for a new hire, which I passed on to my friend Juan, who was looking for a job. He’s starting there this week.

It just goes to show there’s nothing stronger than a good network, whether on a global level like IPREX or a simpler level like two friends. So keep up the networking on whatever scale and wherever that may be.

Entering the Marketing Communications Job Market? Ten Tasks to Tackle Today

2011-11-21T11:34:00.003-06:00

Last month, I participated in a panel discussion of fellow UW-Oshkosh journalism alumni to provide students with advice on entering the “real world.” And while their questions were particularly helpful for soon-to-be grads, much of the advice also was beneficial for entry-level professionals.

Here are the top 10 pieces of advice from our panel:

Keep building your skills. Gain experience in writing, design, web, social media, etc. Today, employers are really looking for a jack (or jill)-of-all-trades.
Keep your résumé to one page. Take the short and sweet approach. Whether you’re fresh out of college or looking for your second adventure, be objective – only include experience that really demonstrates what you can do on the job.
Illustrate your abilities in cover letters. Match your expertise to a company’s specific needs. If they’re looking for someone with web design experience, describe a successful project and add metrics of success.
Create a portfolio and make it available online. While hard copies are nice, an online portfolio showcases your work in a format that’s easy to revisit, which is especially important with a limited amount of time during interviews.
Secure internship experience. Whether you’re still in school or recently graduated, an internship can provide valuable work experience that allows you to expand your capabilities – or get your foot in the door at a specific company.
Network. A lot. Stay in touch with fellow students, alumni and professors to remain in consideration for job openings. Attend professional development events or alumni networking opportunities, and use social media to maintain connections.
Express your self-confidence. Hiring managers want to know that you won’t be afraid to offer ideas or contribute to team projects. Be bold and outgoing, and show your passion for the job.
Maintain professionalism. Even though you may think you know what’s acceptable in a company’s culture, err on the side of caution and present yourself professionally. You’ll earn respect as you get to know the company’s personality better.
Take initiative. Ask questions. If your supervisor gives you a challenging project, don’t be afraid to ask questions and take ownership. Be proactive and anticipate clients’ or supervisors’ needs.
Drive your own growth. Don’t be afraid to ask for more responsibility. Ultimately, you’re the one in charge of your career, and if you don’t speak up, you may not get to where you want to go. In addition, don't be afraid to move on if you feel you can no longer grow professionally.

Want more? Check out this PR Daily article for additional insights: 5 tips for landing your first PR job after college. I’d also encourage readers to follow the #HAPPO and #PRStudChat conversations on Twitter, which offer regular advice, tips and suggestions for students and entry-level professionals.

If you’re in a hiring position, do you have other suggestions for young professionals, and if you’re a young pro, are there other questions you’d like us to address?

3 Keys to Creating a Great Online Newsroom

2011-11-17T08:51:00.010-06:00

As promised, here is a follow-up to last month’s post on 3 Reasons Why Your Website Needs a Newsroom. Building on the basics of what a newsroom is, what it isn’t and what it can accomplish, let’s look at three best practices of successful online newsrooms and a client example.

1. Keep it simple: Facilitate easy browsing and discovery.

Make sure the newsroom is easy to find and can be accessed from any page on your website, and vice versa. Done correctly, a newsroom will be one of the most visited pages on your site. Get more out of that traffic and enhance the user experience by linking visitors to other sections of the site. The user experience is more than just site navigation – it also involves strategically planning content. Think like your audience: What are they most interested in? Where will they look first, second?

2. Add more substance: Content equals more than just words.

Use digital media such as videos, images and graphics. Use original photography or develop simple graphics to add visual stimulation and excitement. But, be conscientious about balancing your message and using complicated images or technologies. Many users will view your site on mobile devices and tablets, so don’t be too flashy (literally, don’t use too much Flash video) and make sure all essential elements are easily viewable on different devices.

3. Let them see the real you: Showcase your personality with social feeds and other information.

If you maintain social media channels, bring your newsroom into the mix, housing feeds from Facebook, Twitter, YouTube and other networks. These not only provide strong calls-to-action to engage with your company, but they often show more of your company’s personality. Link to related research, educational materials and industry articles, as well as tradeshows you’re attending, events you’re speaking at, awards you’re receiving, etc. If someone wants to start a conversation, let them know what you’re up to.

In general, keep in mind that newsroom visitors are your potential or current customers, employees or media contacts. Make sure they know something more about your company after stopping by.

Utilizing Virtual Events to Reach a Larger Audience

2011-11-09T10:52:00.007-06:00

Milacron Plastics Technologies, one of our plastics manufacturing clients, recently hosted an open house at its Ohio manufacturing facility for customers, media and industry personnel. The three-day event showcased a variety of technical demonstrations, expert presentations, product overviews, facility tours and other programs.

While aggressive promotion resulted in high turnout at the event, there were still many individuals who couldn’t attend.

Because the information and demonstrations presented at the open house provided significant value to those in the industry, Milacron didn’t want to limit its scope to only in-person attendees. The company decided to consolidate the content and make it available online in the form of a ‘virtual open house.’

Hosting a virtual event like Milacron’s open house can provide visitors with an interactive experience of the event, which can include:

Video demonstrations
Attendee and exhibitor interviews
Photo slideshows
Downloadable presentations and collateral
Links to media coverage of the original open house

Milacron launched its virtual open house through an email campaign to customers, prospects and media. PlasticsToday summed it up by saying: “…We don't need convincing that a virtual event can be just as instructive, and a lot more convenient, than traveling somewhere.”

Look for more open houses and other events to go ‘virtual’ in the near future. It’s a great way of leveraging technology to reach a broad audience. And, by hosting an in-person event and following it up with a virtual event, you may be able to get the best of both worlds.

State of Emergency: Manufacturing’s Workforce Problem

2011-11-03T14:21:00.007-05:00

In a recent national survey of manufacturers administered by Deloitte and The Manufacturing Institute, 67% of respondents said they face a shortage of qualified workers.

As a result, many manufacturers can’t keep up with demand. It’s hardly the first time we’ve stressed the manufacturing worker shortage on this blog. But it’s worth revisiting today because the problem is increasingly urgent. How can we reinvigorate our stagnant national economy if one of its most significant drivers, cannot grow?

As a country, we must increase the supply of manufacturing workers with technical skills and education. But the relevant training programs are no longer as popular as they were for the baby boomers, a generation that was more fully supported in their pursuit of manufacturing careers.

Although the federal government is trying to address the manufacturing skills gap through various workforce development initiatives, manufacturers and their communities must also begin closing the gap on their own.

5 Ideas Manufacturers Can Implement Today

• Create an employment brand. Just as you need the right messaging to attract the right customer, you need a strong employment brand to attract strong employment candidates. Ensure that your company’s values and culture are represented in this brand.

• Refresh your careers section. Make sure you’re appealing to a younger generation. Include testimonials and biographies of current employees so young people can relate. Make your employment brand prevalent.

• Use social networks. Reach young people where they hang out. Create a Facebook page and a YouTube channel and populate with videos. Showcase your facility, employees and what a day in the life looks like. Remember, most people never have been inside a manufacturing facility but have nevertheless formed negative opinions. Prove them wrong.

• Start mentoring and onboarding programs. Engage and guide professional development and ongoing training. Implement a regular performance appraisal and feedback process. Maintain open and transparent communication between employees and management.

• Form partnerships. Reach out to local vocational and technical educational facilities and organizations dedicated to workforce development. Work with them to design programs that include facility tours, open houses, speaking opportunities, student internships and teacher externships, apprentice programs, scholarship opportunities, etc. Get creative!

These are just a few examples of the many opportunities to attract and retain an engaged and productive workforce. What are some other ideas or programs have you seen implemented?

5 Key Elements of Social Media Success

2011-10-24T13:26:00.003-05:00

Each month, people spend the equivalent of 1.3 million years on Facebook. That’s a lot.

But it’s no wonder: we spend a lot of time on Facebook and other social media because we can do a lot – stay in touch with family and friends, stay up-to-date on news and, for many businesses, stay in front of customers and prospects.

For B2B marketers, however, there are still many questions about what to do with social media and how to do it. Fortunately, answering many of these questions – on best practices, strategies, etc. – was the mission of the recent PR + Social Media Summit (#PRSMS) I attended at Marquette University.

The all-day summit featured 15 sessions jam-packed with valuable information, but here are five of the most interesting takeaways:

1. Content remains key. You need to share valuable content with an honest, transparent voice in order to build an active community that fuels conversation and growth. Make it fun, honest, relevant and valuable. Look for stories that are happening within your organization – stories that your audience can’t find anywhere else – and tell them in a unique way.

2. Social = listening. As much as you need good content, you should still listen more than you talk, answer more than you promote, and above all else, provide value. Listen to answer this question: What does my audience need, and how can I help?

3. Not everything happens online. Develop offline elements to your social programs. Get your teams out in the field to interact with your audiences.

4. Think long term. The greatest value of social media is the ongoing relationship, not the initial interaction.

5. Represent the whole organization. To be effective, social media has to be integrated across all functions to effectively communicate your key messages and address customers’ questions or concerns instantly.

What ingredients do you think are necessary for a recipe of social media success? Ultimately, social media engagement is about proving your value, so audiences will share positive interactions with their networks, encouraging others to turn to you for similar business solutions.

For further reading, you can review some of the summit speakers’ presentations at http://www.slideshare.net/prsmsummit.

Selecting the Right Spokesperson for Your Organization

2011-10-10T15:07:00.004-05:00

[HINT: It doesn’t have to be someone from the C-Suite]

Consider this: how long does it take you to form an opinion of someone?

(Three…two…one…)

OK – pencils down. What’s the answer? Just one-tenth of a second, according to Noeleen McGrath, award-winning journalist and founder of McGrath Communications.

That’s why it’s important to select the right spokesperson for your organization. With that in mind, the Southeastern Wisconsin PRSA chapter invited McGrath to present at its most recent luncheon on how to choose the right “face” or “voice” for a company.

So what should you look for in potential spokespeople to create that desired first impression? The decision should be based on three elements: message, audience and experience. What message do you want to communicate, to whom, and what experience is necessary to support that message?

While typical spokespeople tend to be CEOs or other C-level executives, they’re not always the right fit. After answering the questions above, the right spokesperson should meet the following criteria:

Appealing:

While it may sound shallow, the truth is that looks matter. By nature, people want to listen to attractive individuals. That said, it’s important to wear the right outfit on camera. After grabbing someone’s attention, you don’t want viewers to lose your message due to distractions (e.g., a lot of accessories are a no-no). McGrath suggested wearing bold, solid colors, which film well on screen.

Confident, trustworthy & knowledgeable:

You want someone who can stay cool, calm, collected and comfortable in front of the camera, which comes through with confidence and knowledge. As a spokesperson, it’s important to never get emotional or aggressive. Once you expose your emotions, you leave yourself vulnerable to providing poor responses to other questions.

Likeable:

Again, it’s important to remember that not everyone is fit for the job. Therefore, cast a wider net within your organization and find “average joes” who can relate to your specific audience. Establish trust by finding someone who can connect with them on a more personal level – do they have kids, live in the same community, or participate in similar activities?

It’s these three key traits that will gain – and maintain – your audience’s attention, helping to make the right first impression. Aside from these points, what else would you suggest when considering spokespeople?

Insights from Our Partner in Japan

2011-09-30T09:34:00.002-05:00

It’s a small world after all – but that doesn’t mean it’s a simple one.

For many companies, increasing globalization has brought with it increasing complexities of language and culture. Having people on the ground who are part of the culture in foreign markets is essential.

That’s why we’re pleased to bring you today’s post from TrainTracks Inc., our strategic marketing communications partner in Japan. As a fellow member of IPREX, a global network of independent public relations agencies, TrainTracks helps us understand and connect with audiences in a key Asian market.

Here are some recent insights from Ron Huber, a TrainTracks director.

Japan’s Media Landscape

It's been more than six months since the Great East Japan Earthquake. For the many victims of the disaster and the regions directly affected, the effects will continue to be felt for years. For the rest of the country, many struggles still remain, but for many businesses in Japan, the economic outlook appears more positive than initially expected. The general social atmosphere here has largely returned to its peculiar version of normalcy, and for international and global businesses exporting goods and services to Japan the high yen has created an ideal opportunity to grow their market share.

Due in part perhaps to this high yen, but more so because of our growing number of global PR partners, we at TrainTracks have seen a measurable increase in multinational client work. For new clients one of the most important tasks for us is always highlighting the unique characteristics of Japanese media. Every domestic market around the world will of course have key differences when dealing with the media, but Japan is the second-largest advertising and communications market in the world. Therefore it is especially important to recognize and adapt to these idiosyncrasies when planning your communications strategy for Japan.

There are two main aspects to the media landscape in Japan, the first being the way that journalists operate and the second being the ways each specific medium (newspapers, television, magazines, etc.) influence society. For part one of this two-part series let us have a look at the way journalists operate.

Just as with any country, journalists in Japan have their own particular way of doing business. The first aspect of this that our global clients are often exposed to when trying to attract media coverage is that there is tremendous pressure on the journalists to focus on domestic companies. To get past this as a foreign business, you need to localize the news and make the domestic relevance obvious to the target audience. This may involve something as simple as explaining how Japanese investors can utilize the information, but more often you need to explicitly explain how the news will impact Japanese businesses or the economy, even if it seems obvious.

Japanese journalists prefer in-person interviews, whether with the corporate spokesperson or with the agency representative. This means additional time, effort and costs that could be mitigated by phone interviews in markets where that is acceptable or the norm. On top of that most journalists will only do interviews in Japanese – even if they do know some English. In addition the media still prefers Japanese spokespeople even if a professional interpreter is used, so having a local spokesperson is crucial. Top tier executives like CEOs and CTOs from overseas are still welcomed and relatively easy to set up media interviews with, but unless they are willing to spend one week in Japan every month you are going to be missing out on many PR opportunities.

Finally, reporters here do not write articles solely based on press releases as often as they seem to do in other markets, and this is especially true when it comes to the most influential media. While this may also seem obvious to some, reporters like to find their own perspectives and almost always look for objective information based on their own research. This also means that if a press release relies on statistics or other figures, reporters here will often require them to be backed up by an independent third party before including them in an article. Another result of this tendency is that bylined articles (articles prepared by corporations but published as news) are quite uncommon in Japan.

Next month we will look at the media landscape from a publication and market perspective.

Don’t Just Earn Media. Earn Attention.

2011-09-22T16:31:00.012-05:00

Back in the day, your target audiences’ main sources of information were dominated by traditional and trade media. It made sense to focus on gaining coverage, or “earned media,” in those outlets.

But in the increasingly interconnected world of social media, the middle man is disappearing. Your customers and prospects go to Twitter and Facebook for news, reviews, suggestions and promotions.

The good news is that you can connect directly with them in these realms. But that doesn’t mean they’ll pay attention – too many choices, too little time. That’s why building brands is no longer just about earned media, but about “earned attention.”

In “Why ‘Earned Attention’ is a Social Media Objective,” (subscription needed) author Deborah Budd highlights the need to tap into target audiences’ emotions, grabbing their attention and generating conversations. The key is to consider what you can contribute to your audiences – customers, partners, employees, industry members – via social media:

Share content and commentary about industry trends and best practices.
Highlight what your business offers in the context of these conversations.
Provide thoughtful updates, such as customer successes, that include a call to action.
Show your lighter side, which helps to strengthen connections and build loyalty.

In the process, you’ll build trust, demonstrate thought leadership, and position yourself as a valuable partner in an increasingly crowded marketplace. And the attention you earn will flourish, as your audiences become your advocates, disseminating your messages throughout their networks.

What do you think are challenges faced by B2B marketers seeking earned attention, and what advice would you have to achieve this important new objective?

3 Reasons Why Your Website Needs a Newsroom

2011-09-13T14:59:00.005-05:00

Years ago, maybe your company could have managed without an online newsroom – a home base for releases, media coverage, byline articles, event information, team biographies, fact sheets, media contacts, images, logos, etc.

But in the information age, it pays to make as much information as possible available and easy to find.

Here are the top 3 reasons an online newsroom is a smart investment and a crucial component of a successful marketing communications strategy.

Reason #1: Real-time reporting and shrinking staff.

At a time when overburdened media members are facing tighter deadlines than ever, if you don’t make information easily and quickly accessible, guess where reporters, editors or even potential customers are going to go for the information they seek?

A well-developed and populated newsroom turns browsing media into interested publishers who are more likely to tell your story than that of your competitors.

Reason #2: Digital distribution and re-purposing of content.

Remember that release that you wrote, that earned you an interview, which you videotaped and then edited, that you put on your YouTube channel and then announced on multiple social networks?

Well, where is all of that content now? What return is it earning you if no one can find it? All of that owned content should live right there on your newsroom.

• Integrated into social media feeds
• Linked to your blog
• Archived in your releases

Reason #3: Search engines love them.

Search engine spiders are out there crawling for fresh, valuable content. And that’s just what an online newsroom gives them. Quality content built around industry keywords is your ticket to a major traffic spike.

A newsroom also can increase your online real estate – meaning you have more unique pages for search engines to index, increasing the likelihood you’ll be found in search queries.

In a future post, we’ll look at the key components of a successful online newsroom. In the meantime, here’s a pretty good example to shoot for: InsideSH News..

The Dos and Don’ts of Successful Blogger Relations

2011-09-02T14:29:00.008-05:00

Like it or not, bloggers are a force to be reckoned with in your PR efforts. But these aren’t your father’s journalists; they must be approached in a different way.

With that in mind, the PRSA Southeastern Wisconsin chapter focused its August luncheon on “Blogger Relations for Dummies (and PR Pros).” Blogger panelists Jon Mueller (@jonmueller) of 800CEORead.com, Nick Chipman (@DudeFoods) of dudefoods.com, and Heather Blessington (@mamaVISION) of mamavision.com shared insights from their interactions with PR pros.

To recap, we’ve outlined a few of the key takeaways:

Do:
• Research, research, research – Rather than crafting the “perfect” pitch, spend more time researching the blogger(s) you’re targeting. What’s the focus of their blog and who is their audience? Read a few of the posts to get a sense of their writing style, and more importantly, learn about their passion(s).
• Make a real connection – Bloggers have a platform and a passion for what they do, so tap into their interests. Point to a specific post you’ve read. Why did it grab your attention?
• Be selective – Narrow down your list for blogger outreach. Select key bloggers who are influential to your target audience.

Don’t:
• Be generic – Personalize your communication. “Dear Blogger …” doesn’t encourage anyone to learn more about your client or its product/service. Simply put, don’t take a cut-and-paste approach. Would you want to help someone who didn’t take the time to learn your name?
• Beat around the bush – Identify what you’re looking for up front. Plant a seed. Collaborate with bloggers to share your story.
• Use industry jargon – Talk to them like a regular person. For most, blogging isn’t their full-time job; they’re also business savvy and know the usual promotion lingo, so don’t invite them to be a “brand ambassador.” It won’t work.

Want to learn more? A video post is now available on the PRSA SE WI blog at: http://prsawis.wordpress.com/2011/08/29/aug-25-2011-pitching-bloggers-luncheon-recap.

Is blogger outreach part of your media relations program? What advice would you give to fellow professionals?

Timing Has Never Been Better for an Ethics Refresher

2011-08-12T16:12:00.003-05:00

Hey, we’re all ethical people here.

But these are confounding times—and not just politically and economically speaking. Marketing communications professionals of all stripes are confronting an array of rapid technological and cultural changes.

Even the most upstanding among us can get caught up in confusion and lose sight of what’s right.

So sometimes it helps to be able to refer back to the basics. That’s why we here at Scheibel Halaska have signed on to the Principles and Practices for Advertising Ethics recently set forth by the Institute for Advertising Ethics, a group administered by the American Advertising Federation (AAF).

The principles comprise eight rules to live by, centered on a few simple ideas:

Honesty
Transparency
Fairness

Good reminders to keep us all grounded in these fascinating, challenging days. Go ahead: Read the full IAE principles document.

Facebook Makes It Easier to Build Your Page (But You Still Need a Strategy)

2011-07-29T16:03:00.001-05:00

Score one for Facebook in its ongoing battle with Google, with the latest round focused on bringing businesses into the social networking fold.

This week, Zuckerberg et al. unveiled a tidy new how-to guide for businesses to create their own pages. Meanwhile, Google remains wishy-washy on how to integrate businesses into its new Google + network.

At first glance, Facebook for Business appears to be a helpful, straightforward resource (CNET’s take here). However, the site mostly covers the mechanics of setting up your page and maximizing its functionality.

To gain the biggest advantage with your Facebook presence, you still need clear objectives and a solid strategy to match.

So as you try out Facebook’s new guide, why not refer back to these key considerations for your company Facebook page.

You’d Think a Mega Media Mogul Would Have a Better Handle on Crisis Communications

2011-07-22T13:40:00.001-05:00

But in the case of Rupert Murdoch, you’d be wrong.

Reviewers were unimpressed with Murdoch’s testimony this week before British Parliament in the rapidly expanding and deepening News Corp. phone hacking scandal.

Murdoch’s performance was yet another reminder of a lesson we pointed out recently: that executives need better crisis communications training.

It wasn’t exactly the notorious no-comment approach. But it was far from the transparent, accountable leadership that Parliament and the public were looking for. Is anyone buying Murdoch’s pleas of ignorance about what’s been happening at his news outlets?

It seems News Corp. has handled the phone hacking problem poorly going all the way back to its beginnings in 2006. Instead of tackling the issue head-on when they had a chance, Murdoch and his son James must now clean up a much bigger mess.

To do so, they’re going to have to be more open, responsible and direct than they’ve been to date. After all, you can’t make the story go away just by ignoring the scandal in your own media … or even by winning a little sympathy after a pie attack.

Quick Response, Quick Death? Critics Question QR Codes’ Effectiveness

2011-07-08T16:58:00.001-05:00

How many people, when they see a QR code, know what it is?

How many of them have a smartphone capable of doing anything with that little pixelated box?

How many of them have already downloaded the correct application for reading the code?

And when they take the time to have their phones read the code, where does it take them?

QR codes are an increasingly popular marketing tactic. But critics such as these columnists in Business Insider and AdAge are raising questions about whether all the fuss is really futility.

It’s healthy to have a sense of skepticism about the latest tech fad. And QR codes, which may prove to be transitional rather than transformative technology, fall into that category.

But we shouldn’t immediately dismiss them. QR codes, despite their shortcomings, offer a low-cost chance to engage customers and prospects in new ways. Just don’t let yourself believe that they’re some kind of magic potion.

Start with a smart strategy, incorporate a compelling offer, put it in a place where your target audience is most likely to use it … and a QR code might just bring a little something extra to your next campaign.

Having a Blast Thanks to U.S. Manufacturing

2011-07-01T14:59:00.001-05:00

For a few weeks there, it looked like there wouldn’t be much to ooh and ah about this summer, economically speaking.

But now the U.S. manufacturing sector, perhaps inspired by the profound lyrics of Katy Perry, has gone and set off some beautiful economic fireworks heading into this Independence Day weekend.

Not that we had any doubts here about the strength of America’s manufacturers. But we’re pleased to see more strong data to back up our bullishness and help investors regain some optimism, too.

The news is well timed: As we get ready to celebrate our great nation, our spirits are boosted by one of our greatest assets—the vibrant manufacturing sector that has helped spur our economic growth for 235 years.

Happy Fourth of July!

Why PR, Crisis Communications Belong in Business Schools

2011-06-03T11:15:00.001-05:00

The value of a company is closely linked to its reputation. Why, then, do so many executives fail so spectacularly at protecting their companies’ reputations in times of trouble?

Columnist Anthony D’Angelo in Bloomberg BusinessWeek cites a lack of communications studies in MBA programs as one key reason:

“So glaring is this omission that it's typical for MBA-holding executives to assume ‘reputation management’ or ‘public relations’ is the black art of spinning an alternative version of reality, as though that works in today's wide-open, relentlessly scrutinized, electron-speed information environment.”

Well put, Anthony.

And so we continue to witness CEOs from the likes of BP, Toyota and a parade of financial institutions take an evasive or no-comment approach, instead of being as transparent and responsive as they need to be in a crisis. It takes plenty of practice to think carefully, act quickly and communicate clearly—all with the empathy, care and urgency that a delicate situation demands.

These skills are fundamental to great business leadership. They should be emphasized, not just for MBA candidates but for undergrads as well. And if you don’t have crisis communications know-how in your company, consider seeking a strategic partner who can help you prepare.

Woven into the Fabric of Every Strong Economy Is a Vibrant Arts Community

2011-05-18T15:12:00.007-05:00

Here at the office, we’re in the midst of our fourth annual office fund-raiser for the United Performing Arts Fund.

We kicked off our fund-raiser last week with a tour of the Broadway Theatre Center in Milwaukee, home to Skylight Opera Theater and other companies. Photos at left, courtesy Elizabeth Franczyk, show the costume shop. Thanks to Diana Aliota and Jim Ferrell for a fun and fascinating look at all the passion, ingenuity and hard work that goes into every show.

UPAF—kind of like the United Way, but for artistic organizations—is clearly a big reason our hometown boasts a lively arts scene. Less obvious, perhaps, is that it’s also a key driver of our region’s economic resilience.

A strong arts community helps attract and retain the talented, creative professionals who are essential to our ongoing economic evolution and growth. That’s what makes increasing collaboration among creative organizations and businesses—such as the Creative Alliance Milwaukee and its Creative Hub—so important.

Meanwhile, our collective support of the arts is becoming even more crucial, at a time when the state budget is tight and legislators are finding it necessary to slash public funding for the arts.

So get involved. Give to UPAF. Connect with the Creative Hub. And help us keep southeastern Wisconsin’s economy strong for many years to come.

Recruiting: The Only Thing Holding Manufacturers Back?

2011-05-13T11:42:00.000-05:00

Following up last week’s post about the increasing importance of recruiting: Perhaps nowhere are recruiting efforts more crucial right now than in manufacturing.

It’s clear that manufacturing is staging a comeback. But as throngs of experienced baby boomer workers approach retirement, the sector continues to struggle to attract the next generation of talent to maintain the momentum.

A recent NPR report highlighted the gap between manufacturing’s false image as a dark, dying industry and the reality of today’s advanced, accelerating manufacturing economy.

In medical devices, electronics, transportation, renewable energy, aerospace and defense applications and other demanding markets, U.S. manufacturers are doing high-precision, engineering-driven work, requiring a lot of people with specialized skills.

And with the likes of Ford, GM and Chrysler all adding jobs, finding these qualified manufacturing professionals is only getting tougher.

But hey, having a lot of jobs to fill is a good kind of challenge. That’s why our manufacturing clients are out in front on the issue, supplying scholarships, providing a range of training, leading collaborative efforts and advocating in numerous venues.

Meanwhile, others need to pick up the slack. For example, in our recent B2B marketing research, while 71.6% of the respondents said recruiting and retaining talent is very important to the future of their business, only 40.5% said they’re doing a good job of it. (Get a copy of the full research report here.)

If you’re in that 40.5%, let me refer you back to these 3 steps to kick-start your recruiting efforts.

Are You Winning the Intensifying Tug-of-War for Talent?

2011-05-05T16:14:00.003-05:00

At a time when “unemployment remains stubbornly high,” you might think that recruiting talent doesn't need to be a priority.

But you might be wrong.

As economic acceleration continues, your competitors—some big, some small—are becoming more active and savvy in recruiting. They’re finding new ways to reach the talent of tomorrow that will help keep their companies innovating, evolving and growing in changing times.

Successful recruiting today means:

Connecting with candidates where they are—mobile platforms, social networks, etc.
Making it part of everybody’s job, through continuous internal communications that show everyone why a robust talent pipeline matters to the future of your company.
Building a culture and brand that people want to be a part of.

In other words, it’s a lot more than just an open-positions web page or the occasional jobs-fair appearance.

So let’s hear it in the comments: What are you doing differently today to help attract the talent you need to succeed?

This Ought to Thin the Social Commerce Herd

2011-04-28T15:28:00.001-05:00

Note to anyone considering joining the group coupon fray:

Both Google and Facebook are getting into the social commerce game.

Begun, the coupon war has …

So where does that leave early leaders such as Groupon and LivingSocial? If they weren’t already challenged by rapidly increasing competition from every direction, they’ve got to be worried about facing down the two overlords of online.

What about smaller group coupon upstarts and wannabes—in B2B services, hyper-local markets, new-baby accessories, etc.?

When the dust settles, there will probably be niches left to fill. In the meantime, it might be best to step aside and let the big guns blast it out.

The Secret to a Good Presentation

2011-04-20T16:10:00.001-05:00

Recently, Scheibel Halaska founder Mary Scheibel spoke to the Waukesha Business Alliance's breakfast club. Her presentation focused on creating differentiation for your business through PR. Strategies included meaningful branding, telling ‘sticky stories’, positioning your business as a thought leader, and aligning your marketing/PR with sales.

Michael Arnold posted a blog recognizing the value of the presentation for him and his business. What was the secret to such a successful event? Well, sharing secrets actually.

People are generally hesitant to expound upon their “trade secrets.” In fact, that is exactly what senior practitioners should be doing. With such a wealth of knowledge and expertise, their presentations should be solid and substantial, not fluff or gimmicky.

Remember, presentations are meant to help those attending, and Michael’s blog left us with the impression that he indeed walked away with something valuable.

SH’s Latest Addition (and Youngest)

2011-04-18T15:30:00.001-05:00

For an agency on the move, “office” additions are a regular occurrence. But the newest addition to the SH family is a bit younger than most of them – only about 12 hours old actually!

Our head copywriter, Tom Groff, has produced some of his best work yet (although his wife Diane surely deserves to go first in this particular byline!) by welcoming home a bouncing baby boy, who joins his two older brothers. Congrats to the whole family!

Can Group Coupon Sites Work for B2B?

2011-04-13T13:46:00.002-05:00

You’ve heard of Groupon and LivingSocial (maybe you even broke the bank buying those darn coupons). But what about B2bucks.com or BizyDeal.com?

While deal-of-the-day group coupons are a big hit with consumers, it’s uncertain whether they’ll catch on in B2B. Still, that hasn’t stopped several sites from trying.

The concept usually involves a minimum number of purchases needed for a deal to be activated, serving as a sort of insurance for advertisers. This works well for B2C deals—although not without some profitability challenges.

In B2B, you’re even less likely to make big money directly from a group coupon offer. And yet, maybe that’s not the point.

The value of a social commerce site, after all, is much more social than commercial. Think of it as another marketing channel to reach and engage new prospects.

So, is a deal-of-the-day right for your business? Depends. It’s a more logical fit for small- to medium-sized businesses with transactional business models. Group coupons can help fill the pipeline with new customers for equipment parts, design and delivery services, etc.

If you decide to give it a try, do so as a marketing and advertising investment. Check out these sites: GroupPrice.com , OfficeArrow.com and RapidBuyr.com … and let us know how it goes.

Update: More Love for B2B Social Media Book

2011-04-11T16:40:00.001-05:00

As we posted last week, Eric Schwartzman, a co-presenter with Mary Scheibel at the Plastics News Executive Forum last month, has filled an important gap with a book dedicated exclusively to B2B social marketing, "Social Marketing to the Business Customer."

Plastics News Editor Don Loepp seems to like the book, too. Seeking to expand on the conversation, he’s inviting readers to share how they’ve used social media in imaginative and effective ways. He’s also giving away 3 copies of the book to the best comments, so go ahead and give it a shot if you’re feeling social.

Finally, Some No-Nonsense Pointers on B2B Social Media

2011-04-06T16:48:00.004-05:00

Why do so many people continue to view social media as only a B2C realm? Well, it could be the continuing gap between social media hype and actual, practical advice for B2B companies.

But that’s starting to change with folks like Eric Schwartzman and Paul Gillin.

Eric and Paul have co-authored “Social Marketing to the Business Customer,” a new book hailed as the first full social media reference exclusively for B2B marketers. (Full disclosure: our own Mary Scheibel presented with Schwartzman at the Plastics News Executive Forum. But just to be clear, no, this isn’t a paid endorsement.)

We haven’t finished the book yet, but we’ve already picked up on some good points. It turns out B2B companies actually have more presence in social media than B2C folks. The book cites a Business.com report showing that 81% of B2B companies have accounts or profiles on social media sites, while only 67% of B2C companies do the same.

Here are six reasons the authors point to for why this is the case—and why you could benefit from developing a social media strategy, as well:

Group decision making (typical of B2B transactions) is accelerated when everyone is more aware of the circumstances—a process facilitated through social media.
Sales cycles shorten, since tools like Skype and LinkedIn make it easier to reach people.
Good rapport increases persuasiveness, as people are more willing to buy when they’re connecting with the people behind the brands.
Interactions happen at every level, not just in the boardroom, helping win over key audiences throughout an organization.
The more communication, the less complex the sale.
And finally, joint promotion and marketing is more likely. (Take this blog post, for example.)

The Lesson behind AP's 'Email' Change

2011-03-27T22:07:00.010-05:00

Sayonara, superfluous hyphens and spaces. The Associated Press has finally acknowledged prevailing use of “email” and “cellphone” as compound nouns.

Silly and insignificant as this development may seem to some people, last week’s AP style changes hold a good lesson for any marketing communications professional.

It’s about more than punctuation dictates. It’s about communicating clearly to your audiences. And that starts with using the same words, in the same way they do. As terminology and technology evolve, you have to keep up to stay in the conversation.

A little caution is necessary, however: Jumping on every latest buzzword bandwagon also risks alienating and confusing audiences (or just seeming desperate).

As much as I might mock the AP for being unhip, there’s something to be said for their measured approach of waiting a while to see what sticks. And so it's “email,” at last—until email itself no longer exists, I suppose.

3 Reasons not to Abandon In-Person for Online

2011-03-18T10:30:00.004-05:00

Don’t get us wrong: You definitely should be taking advantage of social media and other online channels to reach target customers cost effectively.

But an article in the latest issue of B2B Magazine is a good reminder of the importance of the flip side to these virtual interactions—real-life, face-to-face meetings.

Despite the considerable cost advantages of digital, every marketer needs to understand the value of balancing online and in the flesh. Whether at a tradeshow, a focus group or a lunch meeting, here are just a few reasons why in person is still in vogue:

· Clear communication. Tone and context can sometimes be lost in virtual interaction. People understand so much better when you can look 'em in the eye.

· Candid insights. Sitting down with customers (or potential customers) will yield more candid responses—especially beneficial when conducting research or building relationships.

· Undivided attention. People are far more likely to multitask in virtual encounters. Meeting them face to face demands their attention, increasing openness and recall.

There’s probably no better day than Friday to catch a potential customer in a good mood, so go ahead and set something up today.

3 SH Clients Earn Awards for Excellence

2011-03-11T16:35:00.005-06:00

We’re generally a pretty happy group, especially on Fridays. And right now, we couldn’t be happier, as good client news keeps rolling in. Here’s a trio of shout-outs:

Plastikos Inc., for winning Plastics News Processor of the Year. Just a few reasons this custom injection molder brought in the big prize: 60% increase in customer base, 45% increase in sales and a 99.6% order-perfection rate.
Dickten Masch Plastics, the 2010 Wisconsin Manufacturer of the Year. A custom thermoplastics and thermoset molder, DMP took home the award in the large company category for achievements including 20% top-line growth last year and adding 139 new jobs and $10 million in new business.
DME Company, for making the Quality Leadership 100. The global mold technologies leader earned this top-performer distinction based on scrap and rework as a percentage of sales, rejected parts per million shipped and registration in various standards, among other criteria.

Plastikos, DMP and DME—just three of the great companies we serve who are leading our economy forward. It’s an honor to work with every one!

B2B Research Insight #2: Win by Out-Recruiting the Rest

2011-03-04T11:17:00.003-06:00

How will you make sure your organization has the talent you need to succeed, today and in the future?

If you’re like many of the 310 B2B executives we talked to recently as part of a plastics industry research project, chances are you’re not quite sure.

Of our research participants, 71.6% said recruiting and retaining talent is very important to the future of their business. But only 40.5% think they’re doing a good job of that right now. Do a better job, and your company will gain an edge in the intensifying competition for talent.

That’s one of many opportunities and trends uncovered by our research, including:

Steps companies have taken to strengthen their businesses, from improving operational efficiencies to expanding products and entering new geographies.
How companies are communicating the improvements they’ve made to both their employees and the marketplace, and how effective their communications are.

The full report, which we’ll be presenting next week at the Plastics News Executive Forum, is packed with interesting and at times surprising data for all B2B marketers.

You’ll soon have a chance to get a copy of the research report, so stay tuned.

310 B2B Firms Told Us about Their Marketing Efforts. Want to Listen in?

2011-02-28T16:20:00.000-06:00

Then join Scheibel Halaska at the upcoming Plastics News Executive Forum—March 6-9 in Las Vegas—where I’ll be presenting recent research that uncovered some valuable insights about B2B marketing in this new era.

For this project, we listened to a diverse array of companies across the plastics industry:

Size: 47.1% had fewer than 50 employees, 13.7% had 51-100, 10.1% had 101-200 and 29.1% had over 200 employees.
Geographic reach: 17% were regional, 37.6% national and 45.4% global.
Classification: 22.5 % of companies classified themselves as equipment manufacturers, 33.7% as material manufacturers and 43.8% as processors.

Not in plastics—or even in manufacturing? There’s still a lot of valuable, surprising lessons in what these companies had to say. Plus, the Forum is a great event loaded with knowledge sharing and networking opportunities.

So get all the details and register for the Forum here.

Or, if you can’t make it, look for more to come about the research on this blog, including a chance to see the full report for yourself …

4 Dos, 4 Don’ts for PR Pros Pitching Pubs

2011-02-25T17:12:00.002-06:00

HARO, Help A Reporter Out, kindly returned the favor for us recently.

During a webinar hosted by the popular repository of expert news sources, reporters from the Wall Street Journal, USA Today and AOL News weighed in on the dos and don’ts of pitching a story to a reporter.

Here’s a brief recap to spread the knowledge. Let’s start with the dos:

Be catchy. Include a subject line that lures the reader in for more.

Be direct. Explain what the news is and why it’s relevant in the first sentence.

Be personal. Be aware of the reporter to whom you are pitching the story. What’s their beat? What are their deadlines?

Be short and sweet. As one participating reporter said—“Don’t try to impress. Pitch a story the same way you would tell your friends over a beer.”

And now for the don’ts.

Don’t make your client the news. Try to put your client in the news- how do they fit into a bigger story that is relevant right now?

Don’t make exaggerated claims.

Don’t pitch stories that have already been done. Do your research!

The general takeaway? Be quick and compelling. And keep on pitching!

One Thing Obama and Gov. Walker Have in Common:

2011-02-10T16:24:00.003-06:00

Lately, both the president and Wisconsin’s head of state are engaging in open dialogue with the business community and striving to be more responsive to its needs.

n Obama in a visit this week with the U.S. Chamber of Commerce and changes to his outside panel of economic advisers, bringing GE CEO Jeffrey Immelt on board.

n Walker in business outreach that started during his transition and recent moves to streamline and privatize the state’s commerce department.

These are good developments because, as we’ve pointed out before on this blog, manufacturers and other companies could use more support as our economic recovery continues. With manufacturers continuing to lead the way, public-private collaboration will be key in keeping up this momentum.

So we’re pleased to hear of open dialogue among businesses and government leaders at both the federal and state level, on both sides of the partisan divide.

After all, any change for the better must begin with open, honest communications from all sides.

Why Manufacturing Makes a Better Super Bowl Bet

2011-02-04T16:20:00.002-06:00

There is, shall we say, heightened interest in the Super Bowl around here this year.

And hey, why not make it even more interesting, with a few friendly wagers? Senators are betting sandwiches. Rappers are betting haircuts.

But come on now, this is a big game! Maybe it’s time for something more super, and less superficial.

That’s why we like the unique approach of the Green Bay and Pittsburgh chambers of commerce, who are highlighting their respective regions’ manufacturing strengths as the stakes in their bet.

It’s nice to see leaders seizing this public relations opportunity—because while two great football traditions are in the spotlight, their cities’ equally storied manufacturing economies are often perceived as if progress has left them behind.

The reality is that resurgent manufacturers everywhere are doing some exciting, innovative things and leading us all into a brighter economic future. And as we’ve said before on this blog, civic and economic leaders, as well as manufacturers themselves, must do a better job of sharing this industrial success story.

Bet on it: the proud industrial traditions of Green Bay and Pittsburgh will live on—and not just as relics honored by the names of their resident football teams.

3 Vital Steps to Take as Recruiting Makes a Comeback

2011-01-17T09:45:00.001-06:00

News that Ford is aggressively recruiting engineers across the country is encouraging for the entire American manufacturing sector.

But it also reminds us of a challenge many companies may have lost sight of during the recession: the shortage of skilled workers.

If you’re targeting the same top-tier engineers as the big guys, you’d better realize the competition you’re facing. An afterthought of a “careers” page on your website and a couple of job-board postings will no longer suffice.

It’s time to step up your recruiting efforts with a complete brand that emphasizes what’s special about your company in ways that appeal to today’s best job candidates.

Three key components:

n An interactive online portal that acts as your main recruiting communications hub (while supporting database development critical to connecting with individual recruits and their unique interests)

n A public relations program—including traditional college outreach and relationship-building, media relations, social media and mobile-specific communications—to drive interest and traffic to the portal and, ultimately, to create a candidate pipeline

n Internal communications that support recruiting through clear explanations of why it’s so important and how current employees benefit, along with continuous recognition of successful recruiting efforts

Of course, there’s so much more to an effective recruiting brand. In 2011, we’ll be talking a lot more about these issues, including the use of mobile platforms, the challenges of global recruiting and more. If there are aspects you’d like to see as part of that discussion, don’t hesitate to let us know in the comments.

Jargon to Drive Me Crazy!

2011-01-07T16:36:00.001-06:00

Soon after the annual Lake Superior State University list of banished words comes a Forbes article posted today busting on business jargon.

With the battle against cliché heating up, will 2011 spell the end of hackneyed phrases?

Ha—not hardly!

List posts ranting about “paradigm shifts” and the ilk are as commonplace as the tired language they strive to eliminate. Here’s one. Here’s another. And here we go again ...

These articles continue to proliferate because jargon never dies. New buzzwords slip into our language every day. At the end of the day, it’s just too tempting and too easy to use.

Nevertheless, in 2011, we can all at least try to avoid the cliché and think outside the box instead.

Voice of Customer: How Well Are You Listening?

2010-12-13T09:06:00.003-06:00

Voice of Customer is a growing field in marketing that offers high-value insights into what customers think about your company, products and services.

It’s “high-value,” that is, if you actually act on what you learn.

That brings up one of the common VOC missteps cited in an American Marketing Association webinar I sat in on this week called “Customer Intelligence: The New Frontier of Customer Voice.”

Too often, the presenters pointed out, companies that do try to get inside the minds of customers don’t follow through. They don’t share the data with people throughout their organizations who could use it to sell to and satisfy more customers.

If your company fits that description—or if you aren’t doing any customer research at all—you’re putting yourself at a disadvantage.

It’s a disadvantage because your competitors are gaining timely insights from more sources (chat rooms, social networks, etc.) and doing more than ever with that data. Smart companies are using research to adapt their products and services into more powerful offers. They’re also combining customer intelligence with sophisticated predictive analytics to help them develop the kinds of offers customers want most, all while improving financial and operational performance across their organizations.

If your company also wants to do more with customer intelligence, here’s what you need to get started.
 Leadership. From the top down, there must be a commitment to continuously getting customer input and using it. Marketing professionals can assist this effort by proving the value of acting upon customer insights.
 Talent. It takes experience and expertise to solicit and assess customer data most effectively. Almost anyone can develop a survey, but analyzing the data and developing strategies toward its most effective use takes unique business savvy.
 Processes. One-offs won’t work. You’ve got to make customer intelligence a part of your operational framework by aligning it with your strategic goals.

Now for a little customer research of our own. Tell us: How are you listening to VOC?

Many Businesses Are Revving Up for 2011. How about Yours?

2010-12-03T16:14:00.002-06:00

What a difference a year makes. Small businesses are heading into 2011 with refreshing energy.

That’s what I heard repeatedly yesterday from fellow Milwaukee-area business leaders during an MMAC Council of Small Business Executives session on the state of small business at year’s end.

One after another, executives said they have a much better outlook than they did entering 2010.

Better yet, they’re building on that positivity by pursuing growth. Planned initiatives include:

Acquiring new talent.
Making capital investments and expanding facilities.
Exploring mergers and acquisitions.
Emphasizing marketing—especially through technologies such as websites, mobile apps, etc.—to set themselves apart from their competition.

As the chair-elect of COSBE, I’m honored to have the opportunity to be part of the leadership of this vibrant organization at such an exciting time.

Meanwhile, here’s hoping your business shares the optimistic mindset. With continuing good numbers from manufacturing and other areas, we have many reasons to look forward and take action to accelerate success.

Faith and a Former President Give Teen Challenge WI a Boost

2010-11-09T14:07:00.002-06:00

Tomorrow, Mary Scheibel and I will be attending a fundraiser for Teen Challenge Wisconsin, and I just want to put in a personal plug for this worthy organization.

I’m excited to attend the event for three reasons:

President George W. Bush will be the keynote speaker. I didn’t agree with every one of his decisions or policies, I’ve recently come to realize I miss the man himself. He always seemed sincerely concerned about doing what he thought was right for our country and, most of all, its citizens. So it makes sense for him to reenter the public limelight on behalf of an organization such as this.

Teen Challenge Wisconsin has an important mission. It’s solely focused on helping individuals confront their personal substance-abuse demons. Mary and I care deeply about programs that empower people to take charge of their lives and overcome challenges. This is one of many organizations that have called out to us.

The approach is faith-based. Mary and I always strive to ground our individual, professional and business behaviors in our Christian faith. While we don’t always measure up, we’ve never forgotten where our blessings come from. And we believe strongly that faith is the key to success in solving any problem people face.

Go to the Polls with Manufacturers in Mind

2010-11-02T11:49:00.000-05:00

The October numbers show that manufacturers continue to pick up the pace, carrying our economy forward on their shoulders.

But the current recovery remains tenuous at best.

That’s one reason manufacturers are stepping forward in this election to make their voices heard, as Don Loepp points out in Plastics News.

I believe they need our support, as well.

A recent survey by Deloitte and The Manufacturing Institute, “Made in America? What the public thinks about manufacturing today,” suggests our policies and leaders are falling short of manufacturers’ needs.

Are we taking the initiative and making the right moves in terms of trade, taxes, infrastructure, workforce development, etc.—all the policy areas that directly affect the prospects of our manufacturing base (and all the great jobs that come with it)?

I’ll let you answer that, while I repeat a message shared in BizTimes Milwaukee:

Please vote today. And when you do, be sure to consider our country’s vital manufacturing base in your decisions.

Will Your Merger Make It? Key Communications Tips

2010-10-15T14:19:00.007-05:00

Mergers and acquisitions are proliferating again—and not just in the airline industry. In many markets, companies large and small are getting in the M&A game.

This despite overwhelming evidence that most M&A efforts fail.

The reason? Too much focus on the numbers driving the transaction, and not enough on the people who will make it a reality.

That doesn’t mean your company can’t do M&A right. Just don’t overlook the critical importance of strong, consistent, well-planned communications with everyone involved—employees, customers, your industry and the public.

For some great tips on how to do that, be sure to check out our free webinar, “M&A Communications: Better Strategy. Better Actions. Better Outcomes.”

Adding a Little Clarity to Shankman’s Animated Message

2010-10-06T09:11:00.005-05:00

Peter Shankman talked a lot.

Peter Shankman talked fast.

And in a talk titled “First, SHUT UP,” Peter Shankman didn’t take his own advice.

Ah, but we kid because we care—after all, we still came away with plenty of worthy tips last week when the founder of Help a Reporter Out spoke at PRSA Southeastern Wisconsin’s monthly meeting.

The theme of his hyperactive, hour-plus presentation was “new rules for communication in an era of social media.” In the interest of rule #2 (brevity), we’ll let you read a synopsis somewhere else.

Instead, I’d like to zero in on just one big point Shankman made: the importance of good writing.

What is good writing today, however? The Internet continues to advance more informal, conversational communication—the kind of writing that horrifies traditionalists and even, to some extent, a well-known social media thought leader such as Shankman.

As a pet peeve, he cited the spread of text-friendly shorthand into realms where it’s neither necessary nor appropriate, such as an interview thank you note.

But I’m not here to slam your Us and 2s. As stated above, I’m all for brevity, and shorthand often does the trick.

What I’m more concerned about is clarity.

In the Internet Age, it seems we’re sacrificing being clear for being quick. From email to blog posts to text messages to facebook updates, we’re all writing more often … while making less sense.

Fortunately for you and me, that means there’s an opportunity to stand out with a simple, focused message. So whatever you’re writing, stop to ask yourself if your point is clear. Better yet, ask somebody else to read your writing and assess it based on the same criterion.

And if my point isn’t clear here, feel free to call me on it. At which point, unlike Peter Shankman, I’ll just shut up.

Are Women Leaders the Missing Link for Your Company?

2010-10-04T13:29:00.006-05:00

Even as more women head to work, the ones who get to work in a corner office remain rare:

While the public has a high (89%) comfort level with woman as leaders, only 18% of top leadership positions are held by women.

Woman rank above men in five of the eight character traits highly valued by the public in leaders (honesty, intelligence, creativity, outgoingness, compassion) and equal men in two others (hardworking and ambition), yet account for only 3% of CEOs, 6% of top paying positions and 16% of corporate officers.

These were among the fascinating facts I learned from Marie C. Wilson, president of The White House Project, an organization that advocates for more women in leadership roles. Wilson, author of “Closing the Leadership Gap: Why Women Can and Must Help Run the World,” spoke last week as part of a Mount Mary College Women’s Leadership Institute event.

At a time when companies need the very best in talent and creativity to gain a competitive edge, businesses would be wise to heed Wilson’s message.

So what can your company do? Creating a flexible work environment that appeals to women and rewards them for their unique strengths is a good start.

Women also may respond to different forms of encouragement than men, Wilson said. For example, men typically assume authority more comfortably than women. Your organization may want to do more to encourage women to take initiative, speak at events and promote their own talents.

For more ideas, Forbes has an interesting case study on efforts to recruit and retain more women leaders at Sodexo, a global food services firm.

Why should you consider similar initiatives? Because as a White House Project report points out, both women and men bring value to the table—but their combined effort creates the strongest foundation for innovation and prosperity. Gender diversity at all levels of an organization is a key recruitment and retention challenge that’s essential to your success.

You Snooze, You Win?

2010-09-24T16:39:00.004-05:00

I have a recurring daily appointment on my calendar labeled “nap.”

It’s a joke (sort of). But maybe it shouldn’t be.

In fact, in my post-lunch stupor, I think a little snooze might be just what the doctor ordered—Dr. Sara Mednick, that is (author of “Take a Nap! Change your life.”)

Mednick’s extensive research demonstrates that 30 minutes of shuteye can dramatically improve employee critical-thinking, problem-solving and creative skills.

So a nap can be a big boost to a marketing communications professional, who thrives at the intersection of strategic and creative thinking.

But find me a company that even tolerates napping on the job, let alone encourages the practice.

Seriously, find me one. OK, Google (of course).

Tony Schwartz of the Harvard Business Review believes it’s time for a few more forward-thinking companies to give employee naps a try. By fueling innovation and productivity, naps are “a powerful source of competitive advantage,” Schwartz says.

Is there a better way to keep people at the top of their game? I guess we could try energy drinks instead. We’ve all seen those ubiquitous ads for 5-Hour Energy.

But come on—have you tasted that stuff? Also, do we really need more performance-enhancing drugs?

I’ll keep that nap on my calendar, thank you. And if I do get serious about a regular snooze, I hope it turns out better than George Costanza's attempt.

2 September Events You Won’t Want to Miss

2010-09-10T13:26:00.003-05:00

Here’s a pair of great upcoming opportunities for business inspiration and marketing insight.

The MMAC Future 50 Awards Luncheon—Registration Deadline Sept. 10

n Event next Thursday, Sept. 16 at The Pfister Hotel

The Future 50 Program showcases companies that are leading the way to growth in the Greater Milwaukee region. It’s a great way to discover what up-and-coming companies are doing to break through—and how you might learn from their success.

By the way, I’ll be participating in the luncheon panel discussion. No hecklers, please.

PRSA-WI Welcomes Peter Shankman—renowned social media/PR thinker

n Monthly meeting Thursday, Sept. 30, at the Hilton Milwaukee

Peter is perhaps best known for founding Help A Reporter Out, which quickly has become the de-facto standard for thousands of journalists looking for sources on deadline. He is recognized globally for radically new ways of thinking about social media, PR, marketing, advertising, creativity and customer service.

Peter’s presentation, “First, SHUT UP. The New Rules of Communication in an Era of Social Media,” figures to be fascinating and fun. This will be his first visit to Milwaukee, so come on out and let’s make it a memorable one. BONUS: You could win a pair of roundtrip tickets on AirTran.

It’s Labor Day—Meaning We’re Still Working Our Way out of the Recession

2010-09-03T15:03:00.006-05:00

The unemployment rate inching back up in Friday’s jobs report might seem like unwelcome news—especially heading into a weekend honoring the hard work of the American labor force.

Sure, it would be nice to break for Labor Day with some really solid economic news. Still, the numbers were actually better than anticipated, thanks to unexpected growth in the private sector.

Economists are expressing cautious optimism. The markets also took the jobs report as good news. Maybe you should, too.

Consider, as well, that yet another month of positive U.S. manufacturing data brought much-needed lift earlier this week. American manufacturers continue to lead the way.

Should be enough to ease worries at least a little for the holiday, right?

Here’s hoping that you enjoy the fruits of your labor this weekend, and that after that, economic momentum picks up the pace.

Keeping in Mind What Really Matters

2010-08-27T14:34:00.003-05:00

In the end, it’s about family, friends and community.

But how often do we reflect on these foundations in the midst of our busy days? Sometimes it takes a personal struggle to put it all in perspective.

Jay Williams talked about his own such journey this week at the annual meeting of the newly renamed Waukesha County Business Alliance.

Jay had a long, successful career in banking, most recently at the helm of The PrivateBank – Wisconsin. Then cancer blew in like a tornado, taking the life of both his father and son and threatening his own. Through this adversity, Jay saw what many would miss: an opportunity to reevaluate what’s most important in life. He thought a lot about what he wanted his legacy to be.

As a result, Jay is now devoting himself to something he’s long been passionate about: the Milwaukee community. Today, he’s president and CEO of the Milwaukee Public Museum, a vital and historic community institution. He’s applying his experience to advance a cultural asset that can benefit greatly from his financial and business management expertise.

Jay sets a fine example for many business leaders, who have so much to offer nonprofits like MPM. While not everyone can dedicate all their time to their favorite cause, every business can do its part.

Leaders can lead by example in their charity work, while providing opportunities wherever possible for their employees to do the same.

I believe we all do better work when we keep in mind why we’re doing that work in the first place. That’s why being a force for good makes good business sense. Ultimately, it truly is about family, friends and community. Thanks, Jay, for reminding us.

American Manufacturers Must Band Together

2010-08-20T17:07:00.001-05:00

"We must hang together, gentlemen...else, we shall most assuredly hang separately." - Benjamin Franklin

American manufacturers can be proud of their resurgence. This blog posting from one of our clients, Dave Lawrence of Milacron, underscores the importance of American manufacturing and its leading role in assisting our country’s future. As Lawrence states, “It will take collaboration, advocacy and a renewed commitment among manufacturers,” to lead the way into a stronger economy.

Manufacturers Must Capitalize on Current Momentum

2010-08-06T17:03:00.002-05:00

While the rest of the economy rides the roller coaster, American manufacturers have been on a strong, steady climb.

Here’s some of the latest evidence that manufacturers are leading the way out of the recession.

It’s been a long time since our country’s factories have been at the forefront of positive economic trends. And we hope the public is taking notice. But the reality is, manufacturers can’t simply hope that people are aware of their successes.

No, the manufacturing industry has spent too many years burdened by bad news and perceptions of impending doom to suddenly expect opinions to change. Meanwhile, many of these companies have been too busy just trying to stay afloat to bother with branding, marketing, advertising, PR and all the other pursuits that could help turn the tide.

But now we arrive at this crossroads. It’s a perfect opening for manufacturers to use their momentum to their advantage, and get out in the marketplace with a forceful message about what makes them unique—the exciting work they do and the extraordinary value they provide to customers every day.

Manufacturers have proven themselves up to the challenge of an incredibly difficult economic environment. Now is the time to leave all that behind.

3 Steps to Telling Your Story

2010-07-30T11:31:00.001-05:00

It’s not enough, we often say, to have a competitive edge. You’ve got to exploit your advantage at every opportunity.

In other words, tell your story, as this BizTimes column puts it. And there’s no more powerful or cost-effective way to do that than through strategic public and media relations.

Columnist Cary Silverstein consulted our own Mary Scheibel for some advice on promoting a competitive advantage through the media. It boils down to three basic steps:

Identify the story you want to tell and the audiences you need to reach, based on your business goals and your value proposition.
Clearly, consistently share relevant case studies, news, knowledge, etc. with media read by your target audiences. Don’t forget emerging online channels, of course.
Whenever you get a win, give your customers and prospects every opportunity to see it. Email a link, put it in a status update, buy reprints for sales calls and so on.

If you hadn’t noticed, we’re practicing a little of #3 with this blog post.

OK, your turn. No time like the present. Go tweet your latest success or something.

MLB’s Unforeseen All-Star Distractions

2010-07-15T11:50:00.002-05:00

Tuesday, the National League won the Major League Baseball All-Star game for the first time since 1993.

But you easily might have missed that detail, as the showcase game was forced to compete for attention against, respectively, an unforeseen event and unrelated controversy:

n The death of larger-than-life Yankees owner George Steinbrenner

n A possible player boycott of next year’s All-Star game in Phoenix, AZ

On the first count, MLB and Fox, which broadcast the game, seized the opportunity to deliver a variety of glowing tributes to The Boss, a man who hasn’t always been good publicity for the game, but has always made a big business and marketing impact, since the 1970s.

As for the other issue, MLB finds itself in a tough public relations spot. Many Latin American ballplayers are voicing concerns about playing the midsummer classic next year in Arizona, in light of that state’s controversial new immigration enforcement law.

Polls show plenty of public support for the measure. And the 2011 All-Star event is probably well into the planning at this point. So ditching the desert location doesn’t appear likely, controversy or no.

Even so, Bud Selig and the MLB owners can’t simply disregard the views of their many Latin American employees, especially as a new collective bargaining agreement will be needed by the end of next year.

MLB couldn’t have seen these developments coming from too far away, and it’s hard to say how it will play out. So stay tuned …

And let it be a reminder that, from a public relations perspective, you’ve got to be prepared to roll with whatever may come. Are you ready?

Cavaliers Owner’s LeBron Letter Way out of Bounds

2010-07-09T16:48:00.002-05:00

After last night’s ridiculous LeBron James announcement special, I can certainly sympathize with Cleveland Cavaliers owner Dan Gilbert.

But the open letter Gilbert posted on the Cavs’ website last night was far too, ahem, cavalier. He missed a great opportunity for his organization to really score some points.

Gilbert’s defiant championship prediction is a decent touch (the all-caps shouting notwithstanding). But the rest of the letter is full of childish, petty name-calling.

Guess he’s playing to the fan base, including one Esquire writer. And that makes sense—to a degree.

The only problem? Fans in the immediate north-central Ohio region aren’t the Cavs’ only target audience.

Millions of people worldwide have been following this silly, sorry saga. Talented players Gilbert will need to deliver on his championship pledge are paying attention, too.

In that respect, he comes across as a bad boss with a serious credibility issue. What would he say to loyal players he’s traded in the past? Should those guys be crying “betrayal,” too?

Gilbert and the Cavaliers could have come away looking much better than the “narcissistic, self-promotional” man (Gilbert’s words) who spurned them. It was a chance to show some class and capture the admiration of a wide swath of the American public.

We love a noble underdog. Sponsors do, too.

But thanks to Gilbert’s letter, the Cavs appear less like the lovable little guy than an angry also-ran.

Community Push Saves Bucyrus Jobs

2010-07-01T16:55:00.002-05:00

We’ve talked before about the need for manufacturers and the larger business community to band together and fight for the future of manufacturing.

Well, here’s a great example of companies in our region doing just that.

The back story is a little complicated and involves a decision by a government lending agency that threatened as many as 1,000 jobs at mining equipment maker Bucyrus International Inc.

The decision came just last weekend. But quickly, loudly, business and political leaders came forward to push the U.S. Export-Import Bank to reconsider.

n The Metropolitan Milwaukee Association of Commerce led the charge, taking out a full-page ad in the Milwaukee Journal Sentinel – a compelling, direct, but respectful piece signed by numerous suppliers and other companies.

n Both Republicans and Democrats spoke out on the issue.

n A major PR push and some well-prepared research bolstered the case.

Then, with President Obama rolling into Racine yesterday, officials reversed the decision to deny funding.

It was an impressive, effective display of community cooperation. Now let’s continue in this spirit, applying it toward more proactive efforts to boost the region’s vital manufacturing base.

The Packer Premise: There’s Green and Gold in Community Partnerships

2010-06-25T16:26:00.003-05:00

Green Bay Packers president and CEO Mike Murphy offered a glimpse inside the Titletown organization this morning at The Business Journal’s Power Breakfast in downtown Milwaukee.

A recap focused on Murphy’s discussions of the NFL labor relations issue, but I came away with a different key theme … and a good example for just about any company to follow.

In a small market—Green Bay is by far the smallest in the league—the Packers have to be pretty resourceful to keep up with their bigger-market competition, Murphy pointed out. As beloved and legendary as the franchise is, the Pack still can’t get away with hiking ticket prices every season.

Instead, the team must be far more active in and engaged with the community.

Fortunately, no team in the league is more immersed in their home town than the Green and Gold.

n It starts with the team’s unique public ownership structure.

n It continues with its year-round hosting of tours and special events.

n More recently, the franchise has stepped up social media initiatives to connect with fans both local and national.

But perhaps most vital are the many partnerships the team has established and continues to nurture with businesses and organizations throughout the region.

Thanks to all these efforts, Green Bay is easily among the NFL’s financial leaders, despite the supposed small-town disadvantage.

The lesson for your business?

No matter how small or large your company or market, there are great advantages to be gained by fostering deep partnerships with the people, associations and corporations of the communities where you do business.

Gaining a Global Perspective from the World Cup

2010-06-18T12:47:00.005-05:00

Maybe, like a lot of Americans, you don’t care too much about soccer. (You probably don’t care to call it “football,” either.)

But you might still want to tune in to some 2010 FIFA World Cup action—if only to study the advertising.

The broadcasts are a showcase for global marketing communications. Many of the spots carry not just a soccer theme, but an international flair as well.

Entries from Coke and Adidas, the two dominant World Cup sponsors, are good examples. Outside the realm of official sponsorship, Nike steals the show:

Note what all these spots have in common: connecting with the target audience—in this case, most of the world’s population (OK, except for many in the U.S.).

The lesson? Companies aspiring to compete globally must make the effort to understand and appeal to different audiences around the world on the audiences’ terms.

These ads aren’t about U.S. companies projecting U.S. perspectives onto everyone else. They’re about global companies, communicating with a global audience, sharing global sensibilities.

There is a big difference, and it can mean the difference between success and failure in today’s global reality.

That’s why keeping an eye on the World Cup is an important opportunity to expand your perspective. After all, just as Team USA is just another player in the World Cup, a U.S. company is just another player on the world stage.

Air Show: An Event to Look up to

2010-06-11T16:28:00.002-05:00

Is there any publicity event more effective than an air show?

I ask this as several Boeing F/A-18 Hornets roar over Milwaukee … and the adrenaline begins to flow.

If you live or work anywhere near downtown, as we do, you know the Air and Water Show is happening this weekend—because you’ve already heard and felt the Blue Angels in their preview runs.

The Navy flight demonstration team’s stated objective is recruiting, and I’d say they’re pretty darned good at that. Although the U.S. Armed Forces have certainly had some recruiting challenges in recent years, something tells me that prospective recruits find these spectacular performances to be quite persuasive.

It’s like back when I was 12 and I watched Top Gun (another compelling recruiting vehicle) for the first time. Except an air show is real, live and much, much louder. I dare you not to get at least a little fired up.

So, is there a lesson here for your next media event? OK, maybe not much. You’re probably not going to be able to book a fighter jet flyover or anything like that.

But you can still use an air show as inspiration, whatever your objective and budget. When it comes to making the right impression on your target audience, sometimes you gotta reach for the skies.

Real Slick, BP

2010-06-04T13:13:00.002-05:00

Well, there’s at least a little bit of good news out of the Gulf of Mexico: Crews have cut the ruptured pipe and capped it.

Nevertheless, oil is likely to continue leaking throughout the summer, so the disaster is far from over.

That’s why BP’s new ads, featuring contrite messages from CEO Tony Hayward, are kind of beside the point, even if they’re the right communications approach for the company to take.

Until BP gets some real results by stopping the leak and cleaning it up, whatever words the company offers won’t hold much water. Not after trying for weeks to deflect responsibility for the leak. Not while still trying to suppress media coverage of the spill. And certainly not after trying for years to position itself as a nicer, greener petroleum company.

From the start, many were skeptical of the “Beyond Petroleum” campaign. And it turns out BP indeed was playing fast and loose with its promises. So much for living a well-grounded brand position.

Is BP doing the right thing, or is it just doing damage control now that a criminal investigation has been launched and its stock has lost a third of its value?

As the oil keeps flowing and coming ashore, the public is likely to perceive BP’s new supposedly forthright messaging as an attempt to clean up its brand—not the Gulf.

PRSA Paragon Awards: Proof of Passionate Professionals

2010-05-27T15:59:00.001-05:00

This week, the Public Relations Society of America – Southeastern Wisconsin chapter presented the annual Paragon Awards.

The numbers from the banquet show a vibrant community of PR professionals:

n 95 award entries

n 48 recognized for achievement

n 190+ people in attendance

Individual awards recognized Rich Meeusen, CEO of Badger Meter, and Carolyn Bellin, APR, chief public relations officer of Froedtert Hospital—two well-deserving leaders who are tireless advocates for their organizations as well as the Milwaukee region.

They’re just two of the many talented, hard-working business professionals dedicated to promoting businesses and the quality of life in our community. As president of PRSA-WI, I just wanted to say what a pleasure it was to help recognize the great work they’re doing every day.

See the full list of Paragon Award winners.

News Flash: Adobe ♥ Apple

2010-05-14T17:01:00.001-05:00

The escalating Apple-Adobe feud is fascinating and fun to follow.

But it isn’t really a fair fight.

The Adobe team must recognize that they have little chance of cajoling Steve Jobs into changing his mind about shutting Adobe’s Flash software out of Apple product development.

So if you can’t beat ‘em, and you can’t join ‘em, what’s Adobe to do?

The answer is a new ad that proclaims the company’s love for Apple. And creativity. And innovation. And so on. Kind of a kill-them-with-kindness approach.

It’s also a less direct message for the thousands of professionals who use Adobe software on Apple products every day (web developers, graphic designers, etc.).

OK, so Adobe isn’t going to win this battle. But the ad and its connected landing page are a good way to score some points by playing nice—or at least appearing to—in contrast with the scathing critiques of the big, bad bully.

Whiskey Tango Bango?! Bucks Mascot’s Surprising Stunts Go Viral

2010-04-30T16:55:00.003-05:00

Time for a little lighthearted Friday fun, in the form of a hometown shout-out to some successful viral video efforts.

As the Milwaukee Bucks go for a first-round series victory tonight against the Atlanta Hawks in the NBA playoffs, the Internet remains abuzz about the latest “antlerics” of Bango, the team’s boisterous mascot:

And the web hits keep on coming in this enjoyably impolite video, which aired on the big screen to fire up the crowd during Monday’s game:

Concerns about cartoon-ish violence aside, Bango and the Bucks clearly are having fun while doing some effective marketing to boost the team’s profile—and presumably make some serious playoff cash.

Facebook Seeks Internet Throne; Content Still Rules

2010-04-23T16:00:00.004-05:00

Who will become omnipotent overlord of online?

Team Zuckerberg has stepped up its quest—and its battle with Google—by introducing Open Graph, a platform that will put the social network’s already-famous “like” buttons all over the Internet. The early consensus is that it’s the most significant online development in at least a couple of years, heralding at long last the arrival of the semantic web.

There’s already plenty of Open Graph education out there for you, whether you’re a media/marketing professional, techie or just a casual Facebook user. So we won’t rehash all that here. There’s also no shortage of commentary on the merits/monstrosity of Facebook’s latest move.

Around here we’re taking a wait-and-watch-and-see approach. But one thing’s for sure: Content is still king.

The rise of a more socially interconnected web, enabled by platforms such as Open Graph, actually means more content will be shared by more people more easily than ever. Audiences’ ability to “like” content all over the web will accelerate the success of the best blogs, videos, podcasts, etc.

Great content will beget an even greater audience. So make your message relevant, engaging and compelling, and you have an unprecedented chance to be heard, seen and “liked.” Heck, maybe you can even charge admission.

Seize the Day, Manufacturers

2010-04-15T11:37:00.002-05:00

Is it just us, or is American manufacturing poised to make a solid comeback?

It’s not just us. It’s this Plante & Moran plastics survey. It’s Slate.com’s optimistic take. It’s Treasury Secretary Timothy Geithner.

There’s other good news, too: Consumers are spending more. And many industries are adding jobs.

Still, negative perceptions about manufacturing persist. Manufacturers can’t rely on a little good press like this and a few friendly blogs like ours to turn the tide.

So, will manufacturers step up and tell their good stories?

Individually, they can and should become much more aggressive at not just pursuing a competitive edge, but also exploiting these advantages through strategic communications. And collectively, they can and should be sure to capitalize on the recent positive developments, to keep the momentum going for the whole sector.

It’s about time that manufacturers got some swagger back.

U.S. Census Does Its Marketing Math

2010-04-02T14:54:00.002-05:00

Have you filled out your Census form yet?

Of course you have. ;) Yesterday, in addition to being April Fools' Day, was also Census Day. Perhaps you knew this because of all the 2010 Census ads you’ve seen or heard.

Without a doubt, this has been the most far-reaching, demographically segmented and integrated marketing campaign we’ve ever seen for the big count.

The thinking is that, dollar for dollar, it’s cheaper for the Census Bureau to do more marketing and advertising than it is to send people door to door to do interviews. In the words of the Bureau:

“For every percentage point increase in the 2010 Census mail-back participation rate, the Census Bureau saves about $85 million in follow-up costs with households that failed to return their forms.”

Of course, it remains to be seen whether this year’s additional effort actually pays off in the final numbers for 2010.

But the hypothesis is supported by years of marketing results. It’s often more cost-effective to use a range of marketing communications platforms—including TV, radio, social email, direct mail and more—than it is simply to put those good ol’ feet on the street alone.

So what about for your business? Are there ways in which you could be operating more efficiently by supporting your sales staff through better marketing communications efforts?

Count on it.

Google vs. the Great Firewall

2010-03-26T14:58:00.005-05:00

What would you say Google stands for?

Innovation … Collaboration … Freedom …

Yep, sounds about right.

Now, how about the Chinese government?

… Something had to give.

And so we have the latest escalation of tensions between Google and China.

Of all the American companies making a go of it in the People's Republic, Google’s venture has been among the most conflicted. Why was a company with a reputation as a progressive leader going along with censorship by a repressive regime?

And yet that’s what they were doing—until recently. Doing business with China was necessary to further Google’s mission of providing fast, free access to information around the world. You have to engage China to change China. Or so the argument went.

But one man’s “constructive engagement” is another’s “destructive capitulation”—especially for somebody like Google founder Sergey Brin, who grew up behind the Iron Curtain.

So Google has dramatically reversed its play-nice approach, opting as of now for a defiant end-run around censorship by redirecting Chinese users of Google through the company’s unfiltered Hong Kong-based site.

Some argue that this is all just a convenient cover for a necessary business decision—pulling out of China because increasingly nationalistic policies and persistent bureaucratic corruption make it nearly impossible for foreign companies to turn a profit.

And that may be, in fact, the bottom line.

Meanwhile, Google certainly benefits from publicly reaffirming its commitment to freedom, innovation and other principles that have made it the global force it is today.

Time for a Little Social Media Sobriety

2010-03-16T16:41:00.001-05:00

Social media is fascinating. It’s an exciting, fast-evolving realm.

What it’s not is a cure-all for all your company’s sales and marketing challenges.

This should be obvious. But with all the hype out there surrounding Foursquare, Google Buzz or whatever the latest, hippest platform is, I guess it’s understandable that expectations become a little inflated.

That’s why it’s good to see some sobriety injected into the social media discussion, like this Wall Street Journal piece interviewing skeptical entrepreneurs.

The article cites a study of 500 owners of small businesses, only 22 percent of whom reported making a profit from their social media initiatives last year.

That stat handily exposes one big drawback of social media spending: that it’s still sometimes difficult to tie what you’re doing directly to definitive ROI.

But expecting social media engagement to suddenly, dramatically boost profits is asking too much. Better to think of social media as a great new opportunity to connect with target audiences.

Curb the irrational exuberance a bit, and you may find that a social media program is a cost-effective way to understand your customers and serve them better than ever.

Toyota’s Classic ‘No Comment’ Conundrum

2010-03-05T16:46:00.002-06:00

Blunt piece in AdAge this week hammering Toyota’s handling of its massive case of recallitis.

James Treece’s argument boils down to one we’ve made more than a few times on this blog: “no comment” is a terrible crisis communications strategy.

Akio Toyoda’s congressional testimony last week was a decent attempt at a new era of straight talk and openness from the historically secretive multinational that his grandfather founded.

But it'll take more than one contrite appearance on Capitol Hill to overcome what we now know were decades of denial about major safety issues with the company's products--problems that the company knew of for quite some time, yet chose to remain silent about.

Toyoda left many questions unanswered, and the company still has lots of work to do in terms of transparency and responsiveness if it hopes to regain the reputation for reliability and quality that shot it to the top of the heap.

Social Media Buzz Begets Higher TV Ratings?

2010-02-26T16:15:00.001-06:00

On the heels of last week’s post reminding us that social media hasn’t killed email marketing, turns out the social media hordes haven’t devoured TV, either.

The twitterati may even be boosting TV ratings, from the Grammys to the Super Bowl and now the Olympics.

It’s just a theory at this point, but it makes sense from a “rising tide lifts all boats” perspective. Or maybe from a “no such thing as bad publicity” mindset?

The point is that all media are increasingly interconnected, so a win in one channel can easily be leveraged for a win in another. Just keep that snowball rolling along the same strategic path, and watch it grow bigger and bigger.

Email marketing lives!

2010-02-19T16:07:00.002-06:00

Well, whaddya know: social media isn’t killing email, according to a new survey.

Actually, it seems, people who are active in social media check their email more often.

That’s not entirely surprising when you think about it. People who are active in one online realm are likely to be active in another. Plus, notifications about social media goings-on come through personal email—another reason to check your inbox regularly.

So, what’s it mean for marketers? Greater bang for the buck, basically.

Because social media and email and blogs are all interconnected, and increasingly so, the opportunities are more bountiful than ever to share your message and expand your reach. A morsel of good news coverage can become an upbeat tweet, an article in your email newsletter, and so on.

It’s yet another reason why a cohesive online strategy is essential. Figure out what you’re trying to accomplish and whom you’re trying to reach, and take advantage of every way possible on the web to do so.

The Ferment over Milwaukee’s Brand Identity

2010-02-05T17:13:00.002-06:00

One word: Beer.

That was the extent of my knowledge of Milwaukee when I moved here six years ago. So yeah, I could certainly identify with all the ignorant out-of-towners cited recently as evidence of the need for a Milwaukee brand-identity task force.

Some are skeptical. There are lots of groups already working very hard to promote Milwaukee. What’s another task force gonna do? But if the new panel can get these organizations aligned and speaking with one voice, it could make a difference.

As they try to do that, here’s something to consider: Don’t underestimate the power of beer. I understand that some want to get past the traditional concept of Brew Town. But, um, beer with me here. For me, at least, beer was reason enough to give this town a chance. And when I did, I was pleased to find so many more reasons to stay.

Sure, outside of “flyover country,” people like my former self have little to no awareness of Milwaukee. But sometimes, such low expectations can work to your advantage. Because when people do find their way to this city, they’re always pleasantly surprised.

If only we could get them to visit … So the challenge for the task force isn't only to create a cohesive brand identity, but also to craft one that gives people a consistent call to action—a warm invitation, sprinkled with Midwestern humility and hospitality.

Milwaukee: Join us for a beer?

Quad's Quest: Company at a Crossroads

2010-01-29T15:47:00.003-06:00

Big shakeup this week in commercial printing: While the iPad was introducing yet another threat to the industry, Quad/Graphics was making a bold move for its future.

Quad is buying a Canadian firm called World Color Press to create the second largest printer in North America.

The deal is interesting not just because of our work with a number of commercial printers, but more so because of the communications challenges involved.

CEO Joel Quadracci rightly called the takeover “a transformational event.” Poised to go public at a time of great upheaval in the industry, Quad is at quite a crossroads. At stake are relationships with customers, employees and now a whole new audience—shareholders.

It’s a big moment of truth for the company. And, as our work with a number of clients during such critical events has shown, Quad will need to provide clear, consistent, strategic communications.

What Quad leaders say and do over the next few months will affect:

n Customer loyalty

n Employee retention

n Brand equity

n Strategic success

In other words, it will have a huge impact on the future success of the company and the industry.

Who Cares If Domino’s Pizza Is Any Good?

2010-01-22T16:59:00.006-06:00

I wouldn’t normally put “Domino’s Pizza” and “bold” in the same sentence.

But now there’s this ad campaign hyping the pizza chain’s supposedly bold new taste.

Haven’t tried the overhauled pie yet, so I can’t comment on that. But the ads? Most certainly bold and unorthodox.

Instead of focusing on the company’s reformulated pizza, the spots surprise by dwelling on blunt customer criticisms of the previous product—“cardboard” crust, “ketchup” sauce, etc.

By breaking the unwritten “don’t admit you stink” rule, the campaign is getting a lot of attention. It may or may not surprise you that creator of this saucy campaign is Crispin, Porter & Bogusky, an agency famous/infamous for jarring and at times annoying advertising.

So, certainly, the spots have some stopping power. And they’ve got some integrated online goodness, too. Pizza Turnaround does a nice job reinforcing the company’s earnestness toward improving their product by posting tweats about the new pizza—and not filtering out the critics. It’s all very effective and memorable.

But wait a second here. Quick: What do you think of when you think Domino’s?

If you’re like me, you think “quick delivery.” That, after all, has long been the strength of the brand. And Domino’s seemed to be doing pretty well with that reputation, regardless of what people thought about the taste.

So why mess with a good brand? That shift in focus, not the admission of past failures, may be the real risk of an otherwise impressive campaign.

Txt to ‘Haiti’ to 90999: In Tragedy, a Fundraising Triumph

2010-01-15T15:41:00.002-06:00

By now, you’ve probably heard that you can quickly, easily donate $10 to Haiti earthquake relief efforts by texting “Haiti” to 90999.

Just days after the disaster, the program already is an unprecedented success, with millions of people donating a total of more than $8 million (and rising) to the Red Cross.

Without the text-to-donate opportunity—and the phenomenal publicity it’s received via social media, blogs and traditional media—would the relief effort be so flush with funding, so immediately? Not likely. Text donors account for at least one-fifth of the Red Cross’ earthquake relief fundraising so far.

It’s a breakthrough—a timely, convenient, impactful way to participate and help people in such dire need. And, as MediaPost points out, the $10 texting effort has reached a younger generation of donors who might not otherwise take the time or feel like they have the money to contribute.

For so many nonprofit organizations, at a time when money is tight and the need to find new people to support and sustain their missions is greater than ever, the rise in mobile marketing represents an excellent opportunity to engage with younger audiences.

For example, mPower, a Milwaukee-based under-21 drug and alcohol crisis hotline, is reaching its target audience with a combination of text messaging, social media and traditional channels. A campaign encouraging teens to text mPower and sign up for mobile alerts—for a chance to win a Nintendo Wii—has been a great success.

It’s good to see charitable organizations putting these new technologies to effective use, and the Haiti “text to give” success bodes well for future initiatives.

Oh, and if you haven’t already done so, please consider taking a moment to give to the relief effort. If texting isn’t your thing, here are some other ways to donate.

Getting Smart about Smartphones and Mobile Marketing

2010-01-08T16:16:00.002-06:00

Let me start with a WARNING: This post may go a little heavier than usual on tech gadget talk. But I figure we’d all be wise to familiarize ourselves with the latest lingo. Here’s why.

As 2010 gets rolling, mobile advertising—the digital kind, not the billboards-on-trucks kind—is shaping up to be one of the few growth areas for marketing spending.

What’s driving the growth? The burgeoning 3G smartphone market, as evidenced by the battle heating up between Apple and Google. You’ve got your iPhones and your Droids and your Google Nexus Ones. And then there are the “tablets” everyone was hyping at CES 2010.

These new devices—faster loading, with higher-resolution screens and advanced capabilities—are quickly transforming and expanding the applications of mobile advertising. People who need their Internet now can have constant access to the web in its full glory like never before.

And more importantly for this blog, marketers have more opportunities to reach adopters of smartphone technology in ever more targeted ways. Location-based advertising that syncs with new phones’ GPS capabilities holds particularly strong potential.

However, the need is still there to accommodate the limited capabilities of earlier generations of web phones (such as the older Blackberry products that proliferate in many corporate environments). Witness the growth of Mobile Facebook, a typical mobile site that strips nearly all graphic content in the name of faster loads for mobile phones. It also remains critical to cater to some extent to these phones’ limitations in email campaigns.

But with the far-more-capable iPhones and Android-based devices making strong inroads in the market, we may soon reach a point where designing down to lowest-common-denominator mobile phones is no longer necessary.

In any case, marketing and advertising aimed at mobile devices is a dynamic realm definitely worth keeping an eye on in 2010.

2009: The Year in Badvertising

2009-12-30T15:42:00.002-06:00

Compulsory year-in-review content is reaching a climax on the web right now, but at least there are plenty of entertaining reads, including our favorite genre: “worst ads of the year” articles.

Wired takes a look at “Outrageously Annoying” tech-centered ads, with embedded videos for each. Certainly, the Microsoft spots are an easy target of scorn. The success of Windows has never been driven by compelling TV ads (some of the Windows 7 launch notwithstanding).

However, as for the rest of the Wired list, we’d classify about half of it as closer to amusing—and actually pretty effective. For example, the Wired crew kind of missed the point of the GE locomotive piece, a lighthearted complement to GE’s strong imagination at work brand.

Meanwhile, Slate.com has its own rundown of 2009 “badvertising” encompassing a broader array of consumer products. This one has more thumbs-down that we agree with, especially complaints about the Audi Q5 “Identity Theft at School” spot. There, the supposedly “unmistakable” Audi actually looks just like all the other crossover SUVs, but with black paint and some chrome trim. Come on, Audi, if you’re going to claim a real product differentiation, it’s got to be more than a paint job.

Bonus points go to this current, creepy Palm Pre campaign for making both the Wired and Slate lists:

Interestingly, and perhaps tellingly, we haven’t seen any “worst of 2009 web advertising” pieces. It could be because so many of them are so irritating and invasive that critics don’t know where to start.

This is a key challenge to keep in mind, as online advertising continues to grab a bigger share of marketing budgets. Web ads may be a cheaper and more targeted way of getting in front of more people, but it isn’t easy to find a balance between producing an effective ad and driving people away.

If all you’re doing is aggravating Internet surfers, then you may be better off making a mildly annoying TV spot—even one that makes one of these lists.

You've Got Fail?

2009-12-18T17:25:00.003-06:00

AOL Tries Rebranding

With hopes to revive the faltering brand that was once an Internet and technology pioneer, AOL has adopted a new brand identity as the company parts ways with Time Warner.

AOL now aims to be seen as a world-class content provider akin to the New York Times or, BBC, according to Maureen Sullivan, Chief of Staff to the CEO, Tim Armstrong for AOL in a recent interview with BrandWeek.

Will it work?

On the surface, the move seems an obvious choice. AOL has been about a lot more than their Internet access business for many years; the old name and Running Man icon was pigeonholing the companies’ appeal and purpose in a way that no longer applied. AOL had out grown its ISP product line and was looking to offer loyal consumers more. Meanwhile, its website content, www.aol.com, already reflected the wider offer that the company was casting. So bringing it all in line under the revitalized logo AOL provided consistency across the mission, actions and communications of the company. It made perfect sense.But that’s not to say the overhaul was an easy thing to do. Brand and name changes take a lot of time, money and guts. The move also puts AOL into more obvious, direct competition with counterparts like, MSN and Yahoo!.
As times change, technology companies know they must continue to evolve, as must their marketing communications efforts. The AOL team had the vision and will to undergo this transition and celebrate it as a positive step forward for the future.

And for those disappointed to see the Running Man go, Sullivan hints that he will play a part in future corporate branding initiatives. Until then, the Running Man must take a seat in the back.

Are You Marketing (and Living) Your Mission?

2009-11-20T16:53:00.001-06:00

Over at AdAge, there’s an interesting look at the trend in mission-based marketing among consumer brands.

Big names like Procter & Gamble, Unilever and Wal-Mart are putting a lot of emphasis on taglines and catchphrases that sound like they’re right out of a lofty mission statement.

Think Wal-Mart’s “Save money. Live better.” That’s a pretty dramatic and emotional turn from the old “Always low prices.” More importantly, the audience seems to be internal as much as external.

Guess it’s a sign of the times. In the recession, employees need to know they’re working for something more meaningful—helping people “live better”—than just providing cheap merchandise. Seems to be working at least OK for Wal-Mart lately.

Yes, a tagline tied to a mission can pack a pretty powerful punch. But a note of caution: If you’re going to engage in mission marketing, then it’s more critical than ever to follow through with the mission you’re promoting. You’ve got to live that brand promise.

Otherwise, it’s just an empty slogan. And your customers, and your employees, will see right through it.

Key Considerations for Your Company Facebook Page

2009-11-13T16:55:00.001-06:00

Should your business be on facebook?

Yes. With more than 300 million users across all demographics, you shouldn’t ignore this channel.

However, what you do with your facebook page is a different matter. Many companies may be unsure how to proceed in this huge but still evolving arena.

Maybe start by consulting this helpful primer on facebook pages for small businesses in The New York Times (sign-in required). There are some good links to other resources there, so by all means, read the article when you have time (away from facebook).

In the meantime, some key takeaways:

Start with strategy. Yes, you should be on facebook. No, you should not be aimlessly wasting time. However, there’s a learning curve involved. So identify objectives, and start experimenting now with ways to achieve them.
Show, don’t sell. People use facebook to interact, not to buy things. They’re interested in the personality of your business, so give them that experience on your page—not a bunch of pushy hype.
Stay up to date. Regular doses of current and relevant news, events and commentary keep visitors returning.
Don’t expect too much. Since facebook is about relationships, and relationships take time to develop, maintaining a great page won’t do your salespeople’s job for them.

The Recovery Is Ramping Up. What about Your Marketing?

2009-11-06T16:40:00.002-06:00

Feeling a little more optimistic lately?

If so, it’s not without cause. Numerous signs suggest that the economy is continuing to emerge from recession:

Although we’ve topped 10 percent unemployment, new claims for jobless benefits are down.
Retail sales are picking up.
Productivity is hitting new highs.

If you have some other tales of the upswing to point out, please join the conversation at Positive Breakthroughs, a LinkedIn group promoting good economic news.

In the meantime, you should be thinking about how you’ll take advantage of new growth opportunities as they arise. After all, there will be no shortage of companies vying for new business in the coming months.

How are you going to set yourself and your company apart from the fray?

It doesn’t have to mean big spending. As AdAge points out, positioning yourself as a thought leader is a smart, cost-effective way to differentiate yourself and increase your visibility. Whatever niche you’re in, now is the time to demonstrate your expertise through relevant social networks, in the trade publications and on the blogs.

You can start by commenting right here. ;)

New CNN Site Did Your Web Design Homework

2009-10-30T18:58:00.000-05:00

CNN.com, the country’s highest-traffic network news site, went live this week with a redesign that’s worth further study.

Not sure if it’s as “beautiful” and “visually arresting” as the CNN folks claim, but it definitely has a greater emphasis on images, video and easily digestible, modular content. Adweek says there’s a lot more interactive, social functionality, as well.

The redesign reflects an important step in CNN’s transition—from just an online iteration of a TV network, toward a distinct news site that takes advantage of the web’s unique capabilities. But good as the new site is, it isn’t by any stretch revolutionary. CNN’s really just following the lead of non-mainstream news sites such as The Daily Beast and Newser.

The difference? CNN is a big organization backed by an even larger corporate parent, Time Warner. The changes they’ve made are almost certainly driven and justified by thorough research. They’ve looked carefully at what the audience wants: a more custom user experience and greater involvement with the content. These results appear to validate the savvy design and social aspects of those alternative news sites.

That’s why it’s a good idea for all of us to pay attention. The new CNN shows that social functionality, quick-read convenience and interactive communication are now mainstream must-haves on the web.

OK, so your site won’t make Alexa’s top 500 anytime soon, but you can still benefit by deploying some of the best practices of those that do.

Lucky 7? Microsoft Marketing Better with New Windows

2009-10-23T16:31:00.002-05:00

Jaded techies around the world are grudgingly admitting that, whaddya know, Windows 7 is actually pretty good.

It’s not at all clear whether the launch can help Microsoft fully recover from the expensive failures of Vista. But the strong initial buzz suggests they’re doing a lot more things right this time around.

Things like:

n Much closer collaboration with PC makers in developing the new product

n Going for a more evolutionary, rather than revolutionary, advancement

n Emphasizing Windows 7’s user-inspired improvements

The customer focus is also carried through in a push for “launch parties” at users’ houses (which was noticed in the marketplace at least enough to spur its own parody video). And there’s a nice, cohesive theme going throughout, around the number 7. Read a fairly glowing overview of all the moves over at Business Week.

Looks like the MS team has determined that, if they’re going to get a cynical, stingy public to buy in this time around, they’d better involve those customers from the start, give them a product they’re looking for and tell them about it every way they can.

The result is that, for once, Microsoft seems to be setting a good marketing example.

The French, and Other Snags in Your Global Marketing Efforts

2009-10-16T16:41:00.007-05:00

Oh, those French. So proud, so self-serious. They can’t let a fun and fitting new term like cloud computing just be.

They have to come up with their own, uniquely French name for it. The Wall Street Journal takes a quizzical look at this process as it’s carried out by France's General Commission of Terminology and Neology.

The article is worth a read as a caution for all current and aspiring global marketers out there about the many pitfalls of communicating in overseas markets.

The French may be more forceful in their defiance of “outsider” words. But they’re hardly the only ones. Truth is, every culture is quick to dismiss anything that doesn’t sound native. They won’t look too kindly on your brand if you don’t blend in.

Google translator won’t cut it. A decent translation service won’t necessarily, either. After all, you have to do more than just speak the language; you have to work to become part of the culture, to understand and respond to what customers care about and the way they think in each market.

Chances are you can’t accomplish it with your own resources alone (unless you’re, say, Coca-Cola). More likely, you’ll get through to your audiences overseas by leveraging strategic partnerships with firms in those markets. They become the keepers of your brand in far-flung places. Who knows, you might even work with them by using cloud computing.

Southwest Brand Gets a Good Rap

2009-10-09T15:45:00.005-05:00

Here's a little Friday uplift ...

It’s nothing new or groundbreaking to point out that Southwest Airlines has a great brand. But then again, maybe you haven’t seen Southwest’s rapping flight attendant:

Further proof that no company owns a more fully realized, thoroughly entertaining brand than Southwest. It makes a nice complement to the playful "Grab Your Bag, It's On" campaign they've got going.

And for David Holmes, it's made for his 15-plus minutes of fame--at the company's shareholders meeting, in the Wall Street Journal, even on Oprah and Leno.

Meanwhile, to Southwest's credit, they've appeared to be hands-off throughout. Blogs and news stories routinely attribute the origins of the phenomenon to recordings by passengers with cell phone cameras, not by anyone at Southwest posting and/or spreading the video. That's a key lesson for any aspiring viral marketers out there: it's got to at least look spontaneous.

Since Southwest and its people have been consistently supporting the company's well-grounded (or should we say "high-flying") brand for years, this video is easily assumed to be authentic. Either way, it's fun to watch on a Friday afternoon.