Converge - A Bader Rutter Blog

How honest are you?

2010-09-03T15:30:26Z

This isn’t exactly the type of question you’d expect a brand to ask you. But for Honest Tea, it’s all part of having an experience with the brand.

I recently attended an event featuring Max Lenderman, author of Brand New World and Director of OuterActive at Crispin Porter + Bogusky, talking about experiential marketing.

The example he highlighted that stuck with me the most was from Honest Tea. When most of us hear the words “experiential marketing,” we think of a huge semi truck that rolls up fully outfitted with multiple ways for people to experience the brand its promoting. We also think about huge budgets.

That’s not the case for Honest Tea. They set up simple stands in major cities full of their product. There’s no company representative around, just a sign that asks you to pay $1 for a bottle of tea and a locked box to put the money in. It’s based on the honor system. It perfectly aligns with their brand. And it couldn’t be a more cost effective way to provide a genuine experience.

Beyond the glowing rectangles: Digital downtime

2010-08-31T21:03:27Z

Now there is science to prove what we already inherently know. Too much of a good thing is bad.

A recent New York Times article, ”Your Brain on Computers: Digital Devices Deprive Brain of Needed Downtime” details research and interviews about the negative impact of our three glowing rectangles. The article details how important it is to allow downtime from our digital devices for our brains to learn and create memories.

I too have fallen victim to cleaning out email at my kid’s soccer game and one day I asked myself, “Would I really choose taking out the garbage over going to this game?”

How social media networking can make (or break) your business

2010-08-27T13:49:10Z

Savvy companies know that, as part of an integrated marketing program, social media has the power to support every aspect of business.

I recently experienced this firsthand when I noticed a small rust spot on the roof of my car. I got a body shop recommendation from my dealership, and stopped in one afternoon for an estimate.

Figuring the recommendation was solid, imagine my dismay when the person I spoke to was not only curt, but refused to provide even a ballpark figure for what the work might cost. After further discussion, I finally got a figure that seemed exorbitant in relation to the scope of the work. The key message was clear: I’m not going to help you.

Not thrilled, I went to a nearby competitor. At Business B, I was greeted with a smile, my concerns were validated, and I got what I came for. The estimate was similar to Business A’s, but somehow seemed more palatable.

In fact, I was so pleased that in my Foursquare check-in (which auto posts to my Facebook account) from Business B’s lobby I noted my positive experience there was already better than it was at Business A, which I named.

3 great sites you may not know a lot about

2010-08-26T19:53:27Z

Staying on top of digital trends is difficult. That’s why we’ve started the BR Digital Roundup where you can find out about great websites and applications. This week’s focus is on how to save money, claim your business and easily share photos. Learn all about Groupon, Facebook Places and Yogile.

GROUPON is a group coupon offer distributed daily. Heavily discounted items are available to a group of subscribers. If enough people purchase the item, the entire group gets the discount.

In the past, Groupon offers have focused on local services like food, massage or maintenance. This week, the Chicago-based company grabbed the spotlight when news of its Aug. 19 Gap Groupon spread.

Nearly half a million people bought $50 worth of Gap merchandise for only $25. “Superbliz,” is how Reuters coined this experiment. What’s more, Groupon is already worth $1 billion and the impact on small businesses has been tremendous.

What’s the next step?

How a summer at BR prepared me for "Three Years of Hell"

2010-08-20T16:45:51Z

The summer is quickly coming to an end, as is my time at Bader Rutter. Next week I will be in Madison to begin what student blogger Anthony Rickey has termed “three years of hell to become the devil” — Law School.

As this phrase and, perhaps to some, common sense both indicate, a career in law comes with some negative stereotypes. It is for this reason that I try to commit to memory useful quotes I come across about lawyers. There is one in particular that I didn’t truly understand when I initially read it, but working at Bader Rutter has allowed me to realize its significance:

“The power of the lawyer is in the uncertainty of the law.” - Jeremy Bentham

Tips on how to get started in mobile marketing

2010-08-18T14:37:50Z

Mobile marketing is still in its infancy, but it’s gaining interest among marketers. Entrepreneur magazine chose mobile marketing as one of the top 10 Web marketing trends for 2010, and research conducted by the Mobile Marketing Association indicates that mobile marketing spending is set to rise 124 percent from 2010 to 2011.

Mobile marketing can be an effective way to reach your target audience, particularly when integrated with other tactics such as social media. However, companies often don’t know where to start. Check out the video below where I explain an easy way to begin incorporating mobile marketing into your communications plans by using the acronym ACT.

Stay tuned: Mobile marketing will be the topic of a series of video blog entries with Tim Cascio.

What are ‘they’ saying about your brand?

2010-08-16T15:39:40Z

“A brand is not what you say it is. It’s what they say it is.”
—The Brand Gap, by Marty Neumeier

I recently read The Brand Gap, along with Neumeier’s follow up, ZAG, and I particularly like this quote because it forces communications practitioners to put themselves in the shoes of their target audience. What’s being said about a brand, and why?

Knowing the answers to those questions are especially crucial in today’s social media environment, where bad news can travel the globe in seconds. But good news can have the opposite effect – it can build a following for a brand that Neumeier refers to in ZAG as a Unique Buying Tribe (or UBT).

Customers, he says, would rather buy than be sold. And when they buy, they do so in a tribal fashion. (Want proof? Consider the legions who couldn’t wait for Apple’s iPad and iPhone 4 to launch this year.) Within a UBT, he says, “news spreads quickly, which gives brands extra traction.” Social media has only exacerbated this situation.

"I don’t know a lot about cows, but I know I like cheeseburgers…"

2010-08-13T18:11:09Z

Ron Dayne, former Wisconsin Badger and Heisman Trophy winner, got the crowd’s attention with that line Wednesday night at the Governor’s Red, White & Blue Ribbon Livestock Auction.

Since I attended this year’s auction, I thought it would be fun to give you a look at what the evening entailed, as well as some history about the program.

The Governor’s Auction, held every year at the Wisconsin State Fair, gives Wisconsin youth an opportunity to showcase high quality 4-H or FFA projects. More than 600 state fair junior exhibitors compete with their swine, sheep and beef market animals for a spot in the auction.

Need more info? Look for a QR code

2010-08-12T15:22:08Z

If you have a smartphone, give this QR bar code a try. If you like it, leave us a message!

As consumers become increasingly mobile, they have come to expect instant access to product information. At the same time, companies are facing greater customer and government demands to make more product information readily available. Adding to this, some companies also are working to shrink package sizes to meet sustainability goals, significantly reducing the amount of space available to convey information.

Enter the QR bar code.

What moving taught me about good (and bad) customer service

2010-08-10T13:58:10Z

“Good luck with the move!” they would say.

How much luck does one really need when moving?

I recently joined Bader Rutter’s public relations team, which meant moving from Denver to Milwaukee. I was so excited to start my next adventure in life, but was surprised with how many “good luck with the move” comments I received as I shared my great news. How hard could it be?

I packed my boxes, arranged my move with a moving company, loaded my car, waved goodbye to friends (and virtually all of my belongings) and headed east. Milwaukee awaited me.

It was a good plan, until it didn’t go as anticipated.

More than a month later, after countless phone calls, many excuses and very few answers from the moving company, my boxes, furniture and wardrobe finally joined me. Apparently, I needed better luck.