Lessons from my mother

Mother’s Day is right around the corner, so there’s no better time than right now to commemorate the advice and wise words we’ve received from our mommas over the years. And looking back, we must admit that many of the lessons our mothers taught us have influenced our careers, work habits and our creativity.

We asked our associates what their moms taught them, and here’s what they had to say:

Growing up on a farm in Iowa, my mom was a teacher and mentor on many fronts.  One of her favorite lines she used with me was: “Don’t put off to tomorrow what you can get done today.  Because tomorrow there will be just as much to do, if not more.”  She is still alive and doing well with her garden and hiking near the Cedar River in northern Iowa. — Greg Nickerson, CEO

Ashley Schaible and her motherMy mom taught me to give people the benefit of the doubt. More often than not, they are trying their best and are well-intentioned. Help if they ask and work to understand where they are coming from if you don’t see eye to eye. — Ashley Schaible, PR account executive

My first summer job was watering grass at a condominium complex where my mother worked as an administrative secretary. We drove to work together, and once we were there, I was just another worker. There was no messing around. She expected to be treated as a colleague, and she made clear that she would tolerate no nonsense from me. She showed me that you need to take what you do seriously, and that how you conduct yourself at work matters. — Bob Helbig, proofreader

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We’re attending the Word of Mouth Crash Course

Grant Thekan, one of our senior digital strategists, packed his bags and hopped a plane to Austin, Texas, early this morning for a conference we’re sure will bring both energy and insights to Bader Rutter and our clients.

The Word of Mouth Marketing Crash Course is one day jam-packed with 12 how-to classes, 12 case studies from big brands (including Costco, Domino’s, Boeing and Maker’s Mark) and six amazing authors. Have you seen the books Grant received before the conference? These @WOMorg people really mean business!

Follow Grant tweeting from the conference (@TosaRover), and look for a blog post next week.

Bader Rutter's CEO, in 140 characters or less

Unfiltered access to a CEO is hard to come by. That’s why we’re so excited Bader Rutter’s CEO, Greg Nickerson, has started sharing quick-hitting wisdom via Twitter. You can read tweets from our fearless leader on everything from leadership advice and strategy tips to various happenings around the Bader Rutter offices.

We’re thrilled about more than just getting to know Greg better; having a CEO who is willing to embrace social media is great for business. A recent study claimed that “77 percent of people say they are more likely or much more likely to purchase a product from a company if its higher-ups are tweeting.” That’s a pretty substantial reason to start sharing your 140-character thoughts!

Inc.com recently published an article about why CEOs should tweet, including relationship-building and connecting personally with employees. And not too long ago, Mashable created an infographic with a similar message — “Social media is no longer a fad. Since sites like Twitter…and LinkedIn are a part of daily life, we’re starting to expect more social engagement from CEOs.”

Well, that’s exactly what you expect from Greg. And you never know, he may even answer some of your questions from time to time. Happy connecting, everyone!

How the NFL can help your brand “get drafted”

Preseason football doesn’t kick off until August, but the National Football League still managed to score big last Thursday. More than 25 million viewers tuned in to watch the first round of the NFL’s 77th annual Player Selection Meeting. More commonly known as the draft, this business meeting has become must-see TV for fans.

Even if you’re not counting down the days until football season, the draft offers several lessons for your brand.

1. Challenge corporate transparency norms.
Originally developed as an equitable way for teams to acquire top collegiate talent, the NFL draft is now a calendar event. The meeting could easily be conducted behind closed

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Making connections over food

Quinoa-crusted diver scallops perched on top of wilted spinach and potato-parsnip purée, with golden beet and crabmeat “cannelloni,” and a duet of red beet and passion fruit reductions.OK, I’m guilty. I took a photo of my plate at a fabulous restaurant and posted it to Facebook. For whatever reason, I wanted all my friends to see what a wonderful meal I was about to enjoy. Lame? Maybe. But apparently, I’m not alone.

I recently attended a presentation by Louie Gentine, president and chief customer officer of Sargento. He was speaking to the Milwaukee chapter of the American Marketing Association about top food trends that are influencing his business. He mentioned that there is a rising trend of people looking for a shared food experience. Social media and mobile technology have allowed us to be more connected than ever — and what better way to connect than over food?

Think about all the food blogs out there where self-proclaimed foodies share their experiences about the food they make or eat. And consider the mobile food carts where people gather to try new things. Is this phenomenon really about the food? Or is it more about the sense of community these foodies feel as a result of hunting down their favorite food cart? But this trend isn’t exclusive to bustling city streets.

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Big night in the Big Apple

Travel to New York City always holds the promise to deliver a host of different sights, sounds, smells and unique memories burned to your mental hard drive. My recent visit on behalf of Bader Rutter did not disappoint.

The purpose for my overnight trek was to attend the Business Marketing Association of New York City’s ACE Awards ceremony at the legendary Edison Ballroom near Times Square. After picking up Best of Show in our local BMA program, as well as multiple first-place Bell Awards, we thought we would “take our act to Broadway,” so to speak, and enter our clients’ work in the prestigious ACE program. Our work was going up against some of the country’s largest B2B agencies, as well as such prominent national brands as IBM, American Express, GE and Google.

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Job seekers: 7 tips for getting noticed

With Bader Rutter’s recent appearance in the Milwaukee Journal Sentinel about the growing need for digital savvy workers, you might be wondering how you — a job-seeker — can make yourself more visible in this growing field. Since I’m a BR recruiter, I’d like to share my tips for getting noticed in the right ways.

1. Remember that thing called networking?
Yes, I know it gets old hearing about it, but it’s true. Since Jan. 1 of this year, more than 50 percent of our new hires have been employee referrals. It’s time to reconnect with people via LinkedIn, Twitter and even Facebook. You just never know whose friend, sister or brother can make the connection.

2. Google yourself
Make sure potential employers are seeing you in a positive light. After all, not everyone is as fortunate as Brangelina to have a publicity team, so make sure your brand makes the right statement about you.

 3. Show off your work (for free!)
Review your Linkedin profile and make sure it has the most up-to-date information. Whether in digital or creative, there is no better way to promote your brand (for free) than by attaching your portfolio or SlideShare account to your public LinkedIn profile. Recruiters not only look for experience but also what you are capable of doing on the job. Showcasing your work can be the extra piece of the puzzle that gets you in the door.

4. Don’t hesitate to make a good first impression
When inquiring about positions, it may feel uncomfortable reaching out to someone you don’t know via email or LinkedIn, but this kind of outreach can really pay off. Just remember, this is your first impression, and it counts, regardless of what the attached resume reflects. Craft your email as carefully as you’d write a cover letter. This email should include a high-level overview of your experience and express your personality. Give the recruiter a sense of who you are. Plus, don’t forget about the subject line. Be concise but creative. You want to get attention.

5. Do your research
Here at Bader Rutter, we have a very small recruitment team; don’t hesitate to pull up Google and find out who we are. “Dear Sir or Madam” just doesn’t cut it anymore with the vast amount of information at your fingertips.

6. Share your personal brand
If your outreach does lead to an interview, be prepared to talk about your personal brand. In the social-media-obsessed world we live in, your personal brand is everywhere. The strategy you have for building awareness about your personal brand says a lot about what you likely understand about building awareness for our clients’ brands.

7. Look the part
Dress to impress. Even if you’re interviewing at an agency where jeans are acceptable work attire, you want to dress professionally for your interview. No one says you have to wear a three-piece suit, but putting on the right outfit will prove that you’re serious about the position and the work that you do. 

These are a few suggestions for getting noticed, especially in an area of marketing that’s rapidly growing and changing. Refresh your presence and see where it takes you. Good luck!

Staying in The Loop

A mere 90 minutes separates Milwaukee and the Windy City, so it’s not surprising that our associates and other business commuters often find themselves traveling the I-94 corridor. Whether your destination is our Chicago service office or some other Windy City haunt, I’ve gathered some handy apps and websites to ensure you jump right into the swing of things during your next visit.

In today’s culture, the meaning of “social life” extends far beyond personal interaction and into the world of mobile and social media. Twitter, location-based applications such as foursquare and other mobile applications are the easiest way for visitors to stay up-to-date on the latest happenings around the city.

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Digital-savvy workers are in demand

If you visited JSOnline this weekend or flipped through the Sunday Milwaukee Journal Sentinel, you may have noticed the article “Digital-savvy workers are in demand,” which features commentary from our associates, such as John Komp, a new digital producer; Megan Rouleau, our recruitment director; and Greg Nickerson, our CEO. We’re so thrilled to have been given the opportunity to participate and offer our insight about the need for employees with digital experience.

If you’ve read through our career opportunities recently, you’d agree — Bader Rutter is looking for employees who have a digital understanding and can contribute to conversations about new media. And in the Journal Sentinel article, John sums up the reason why: “Digital is just becoming so pervasive across all communication channels.”

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Five tips to refresh your writing skills

In many professional fields, including marketing and public relations, finding a spare moment to keep up with the trends can be difficult. Deadlines, meetings and long to-do lists often get in the way of self-improvement. BR offers many opportunities for continued learning, but a few recent lunch hour chats have helped me discover five ways I can refresh my skills as a writer.

For the past few months, a senior colleague of mine has been mentoring a group of younger Bader Rutter associates biweekly during our lunch breaks. Outlook deems the meeting “Writing Workshop,” but I think of it also as a time to improve and grow in areas beyond just writing. Typically, we convene to discuss topics and share what we’re learning. We also leave with a homework assignment to discuss the next time we gather. 

Homework assignments range from bringing in a great piece of journalism (I brought a Marie Claire article on breast cancer), to reviewing a news release from a company enduring a crisis, to making a list of areas where we’re uncomfortable writing (maybe this

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Digital Roundup: Location-based marketing

Since it can be very difficult to keep up on the latest apps, tools and tech news, we’ve put together a Digital Roundup that highlights some noteworthy tidbits from the digital world. This time, let’s take a look at the location-based marketing trend.

Sites like Foursquare and Scvngr have gained industry buzz in recent years, and you can bet these types of location-based marketing tools will continue to gain momentum. In fact, marketers truly believe these tools can provide numerous benefits, but we have to be patient as consumers adapt to geo-fencing technologies.

But wait … what is geo-fencing? It’s a technology that allows users to opt in to receive various marketing messages, from sales information and coupons to branded messaging. But what’s unique about this technology is that a store has a radius or “fence” around it, and as soon as the user enters that zone (which is determined using the phone’s GPS), he or she receives the message. This is an effective way to market to consumers because the service is quiet until the message is truly meaningful.

ShopAlerts

With already more than a million users, ShopAlerts utilizes geo-fencing to target consumers with branded text messages. Why has this service been so successful? These users who have chosen to opt in are receptive and very likely to take action.

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Community extends beyond the city limits

Social media, online communities and engagement are popular buzzwords. Every marketer seems to be thinking about the next great way to get customers to interact online — to come together as a result of the brand.

In my opinion, it’s human nature to want to gather together and share common experiences. But forget about computers and the Internet for a moment, and instead think about the original, offline community.

I grew up in a small town of about 2,000 people in Cuba City, Wis. It’s rural; small family farms dot the landscape, and you can often find yourself stuck behind a slow-moving piece of farm equipment when you’re almost to your destination. And, typical in Cuba City or any small town, news can travel fast — whether it’s good news or tragic news. I’ve seen the small community of Cuba City rally together to celebrate the feats of the high school sports teams, as well as come together to mourn a loss. It’s something I’ve probably taken for granted now that I live in Milwaukee, but it still humbles me when I hear of how a small community comes together to make a big impact.

Photo courtesy of Jennifer Gleason, Hazel Green, Wis.Just down the road from Cuba City is an even smaller community called Hazel Green. The village boasts a population of 1,200 living in a very close-knit neighborhood. It offers quiet, country-like living but is close to the three main cities in the tri-state area of southwestern Wisconsin.

This close-knit neighborhood grew even closer when U.S. Army Staff Sergeant Jesse Grindey, a Hazel Green native, died in Afghanistan serving his country. He

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Facebook’s Subscribe: A tool for PR pros

Back in September, Facebook debuted the Subscribe feature, which essentially allows personal profiles to operate publicly as well. For example, if I add the Subscribe button to my profile, people who are not friends with me on Facebook can get my public updates in their News Feeds. These subscribers will see only the posts that I share publicly. So what does this mean for journalists and PR professionals?

As this guide describes, Facebook Subscribe is very much a model of following like Twitter’s. With Facebook, however, you get the added ability to control how many updates you see from the people you subscribe to — all updates, most updates or only the important ones. And when you, in turn, decide to opt in to the Subscribe function and let the public view your content, you can choose to let subscribers comment on your posts or not.

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Fast Forum: Engagement Through Technology

Contributors: Larry Engel, Jon Baade and Rick Stoner

We all know content is king, but how do we ascend to the throne? Taking advantage of technology to engage your audiences is a major trend we’re seeing with larger consumer brands. And the reason it works is because of the technology platforms that enable mass engagement opportunities that still feel personal and relevant to potential customers. Reaching and communicating with stakeholders to build a relationship with the brand in advance of and beyond the transaction is often times simplified when interactive technology comes into play.

Engagement is about being accessible, listening and responding to the needs and opinions of the target audience. We’re seeing companies entertaining people and getting physical engagement at locations as mundane as bus stations, and we see package goods manufacturers reinforcing brand perceptions with playful, public interactions where the literal call-to-action is to put a smile on a person’s face. Other stand-out examples include:

• The Unilever Smile Activated Vending Machine: To launch the new “Share Happy” brand position of food brand Wall’s, Unilever developed a vending machine that provided free ice cream via one simple call-to-action.
• Monday Night Football: ESPN engaged consumers walking down the street with a full-body, responsive, real-time platform where users could physically interact with the ad. Passersby participated in a quarterback challenge and could see how their scores matched up against players from other markets.
• Lexus: The luxury automaker developed this video ad to promote the safety of its vehicles, and the company took advantage of the physical media landscape at-hand by placing the ad near an intersection with a traffic light. 

These uses of engagement through technology get consumers to physically interact with brands so they can connect on their terms. While B2C brands have pioneered the concept of engagement through technology, it’s applicability in the B2B market is just as valuable. One example is our work with Johnson Controls and the interactive digital wall

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Resurrecting and reimagining: The "Hilltop" Coke ad 40 years later

In the marketing communications world, we are always pushing for the new idea, latest concept and that fresh look. But there are times when we need to look at what has been successful in the past and “re-imagine” the wheel to garner strong consumer branding power. 

The “I’d like to buy the world a Coke” ad created four decades ago turned into a full-length song and quickly became a No. 1 hit single. Last year, I wrote about the 40th anniversary of the ad, noting the power of audio in advertising. The song was a brilliant marketing hug to the world and increased Coke’s presence among consumers.

And it’s back.

But this time, the ad has been spun with a modern audience in mind, using interactive digital technology in a new venue that could set the precedent for marketing campaigns in the next several years. With Google’s “Project Re: Brief,” the re-imagined ad enables a new generation of Coke-lovers to actually “buy the world a Coke” from their computer or phone.

At kiosks placed around the globe, users can select a location for delivery, attach a personal video or text message, and then watch as the Coke is “delivered” to a friend or stranger via a specially-designed vending machine on the other side of the world. The

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