Blog - Converge by Bader Rutter

Think back to your childhood: the sounds, the smells, the sights. Did you brush your teeth with Crest toothpaste? Eat Honeycombs for breakfast? When you think back, are you in a simpler world? A safe place filled with warmth and consistency?

If so, you might buy into one of the recession’s latest trends: retro marketing. Retro marketing is the technique of using “throw back” advertising and marketing tactics to elicit childhood memories and drive sales. How, you ask? Retro marketing slogans and art trigger thoughts of “the good old days” before the recession, when the world was less complex and more stable. By purchasing the product, a consumer subconsciously travels back in time and is, for a moment, comforted by the familiar.

Giants like Pepsi, General Mills and McDonald’s are taking part in the phenomenon, reverting to vintage logos, sepia tones and 70’s taglines. However, this tactic holds promise outside the general consumer market — particularly in agri-marketing.

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Friday

15Jan2010

Friday, January 15, 2010

The art of value-added media

Nesh Malinovic |

We negotiate in the fourth grade when swapping lunches. We negotiate as teens for car privileges and spending money. We negotiate as adults for cars and boats. So why not negotiate when buying media?

As a forward-thinking agency, we strive to get the most value for our clients with the resources we are given. Negotiation not only helps us gain media space at a competitive price, it can also result in innovative opportunities that add dimension to our media plans.

Negotiating value-added media requires a combination of skill and marketplace knowledge. Whether it’s free inventory, or creating a sponsorship or roundtable event, value-added media is out there. The key lies in understanding what is attractive to the media and what they might be willing to include in a deal.

Plan ahead, negotiate now
Someone once said, “If you squeeze too much toothpaste out of the tube, there’s no getting it back in.” The same goes for maximizing value-added media. Tactical game-plans need to be laid out from the beginning since going back and trying to negotiate later becomes very difficult.

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Media

Tuesday

12Jan2010

Tuesday, January 12, 2010

Does anybody know the Heidelberg U fight song?

Jeff Wedeward |

Here’s an interesting campaign. On my last trip to Germany, our friends at WOB, our sister BBN (Business Branding Network) agency, shared an interesting assignment they recently received from Heidelberg University as part of an extensive fund raising program.

Background
Founded in 1386, Heidelberg University is the oldest university in German (and one of the oldest in Europe). Consistently ranked among the best European universities, it is truly an international institution with more than 30% of its faculty and students coming from outside Germany. In anticipation of the 625th anniversary in 2011, the university launched a major fund-raising program last year to help renovate the Main Lecture Hall and plaza, located a block off the famous Hauptstrasse in the old town.

Strategy
Employing the BBN BAM (Brand Asset Management) process, WOB worked with the university administration to develop a forward-looking brand strategy under the banner of “Dem lebendigen Geist” which translates to “to the living spirit.” WOB chose water to be a major visual element of the campaign for several reasons:

water is the source of life and vitality
it is an ever flowing element – a driving force
the Neckar River is an important part of Heidelberg with the historic bridges connecting two parts of the university.

Launch
WOB launched an aggressive communications program in early 2009 that started with local and national public relations campaigns followed by advertising and direct marketing. In and around the university, the campaign brought “Dem lebendigen Geist” to life with banners, posters and eight foot letters in the university plaza. Please check out the full range of executions.

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Thursday

07Jan2010

Thursday, January 7, 2010

Birth of new advertising opportunities

Erin Holte |

It’s hard to avoid the talk about the death of print, whether it is newspapers, newsletters, magazines, or beyond. This year hasn’t been kind to Gutenberg’s baby, with doors closing at Gourmet, Blender, Travel & Leisure Golf, Elegant Bride, to name a few.

But is it really the death of print, or just time for a rebirth? Some of the biggest names in publishing are collaborating in hopes it is the latter. This year saw 60+ magazines go online-only. Time Warner, Conde Nast, Hearst, Meredith and News Corp. are taking it one step further: digital versions for e-readers such as Kindle. The publishers are teaming up to develop an application that is compatible across all e-readers and allows the feel of each magazine to remain true.

An added bonus (or perhaps the original intent?) is greater opportunities for advertising. Here are a few that initially come to mind:

Interactive ads with click-to-buy capability
Customized ads based on the subscriber information provided
Embedded video for movie trailers or TV shows
Links from movie or music reviews for simple purchase
Access from the ad to consumer reviews or forums related to a product
Ability to update the ad in real time (e.g., update pricing or offers)

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Wednesday

30Dec2009

Wednesday, December 30, 2009

Magazine and media predictions for 2010

Elizabeth Bergum |

This year saw a lot of ups and downs in all industries, including the world of magazines and media, which is a big part of what we do in this business. There’s no telling what 2010 will bring. Nonetheless, it’s interesting to read how others weigh in with predictions for 2010. An article in FOLIO: magazine captured 115 industry experts’ magazine and media predictions for 2010.

There were many comments about “old media” versus “new media.” And of course the popularity of social and online media is a big reason for many of the predicted changes. Regardless of the differing opinions these industry experts express and the predictions made for 2010, it seemed most agreed on what it will take to be successful in the future: It will be critical to embrace new technology. We must learn from it and use it in the right way to provide insights and information to those that need it, and to keep them coming back for more.

Have you channeled your inner Nostradamus to make predictions for 2010? We’d love to hear your thoughts.

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Tuesday

15Dec2009

Tuesday, December 15, 2009

Fewer B2B magazines shutter this year

Bader Rutter |

Fewer B2B magazines went under this year (120) compared to last year (147) or 2007 (158), according to BtoB Magazine. There also were 275 new magazine launches this year in the U.S. and Canada, 85 of which were B2B publications.

Of course, we’d love to see far fewer magazines shutter their doors. But overall, it seems we are trending in the right direction. And in this economy, we’ll take any good news we can get.

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Tuesday

01Dec2009

Tuesday, December 1, 2009

Getty yourself to L.A.

Elizabeth Bergum |

I recently traveled to Los Angeles to celebrate Thanksgiving with family and take advantage of the extended weekend. It was wonderful to have my immediate family all in one place, and a very special treat that we were able to enjoy our Thanksgiving feast outdoors (it was sunny and 80 degrees). Born and raised in Wisconsin — a Thanksgiving Day picnic is not something I would have ever imagined.

(Photo courtesy of Than Astin)But in addition to enjoying the sunshine and special time with family, I had the privilege of visiting the J. Paul Getty Museum. According to its Web site, the “J. Paul Getty Museum seeks to further knowledge of the visual arts and to nurture critical seeing by collecting, preserving, exhibiting and interpreting works of art of the highest quality.” I have to say with regard to my experience, mission accomplished!

Most everyone, even if you weren’t an art history major, has heard of Van Gogh, Monet or Renoir. And you’ve probably seen some of their greatest works in a book or on a Web site. But seeing them in person was … indescribable! It surprised me at how moved I was by these famous paintings, drawings and sculptures that have stood the test of time for hundreds and hundreds of years. In addition, the architecture of the buildings and views of L.A. from The Getty are downright unforgettable. Check out some of the photos my brother took.

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Miscellaneous

Wednesday

25Nov2009

Wednesday, November 25, 2009

Everything old is new again

Larry Engel |

2 Comments

It occurred to me as I sat, transfixed by the latest Levi’s television commercials, “Go Forth”, of the challenge marketers of established brands face in keeping relevant in a marketplace that prizes everything “new”. Levi’s is a case study in how a 150 year old brand with a substantially unchanged product can continually make itself essential to each generation.

Marketers of established brands are often tasked with making something familiar seem new in order to reinvigorate consumer interest. “Old” is a stigma we avoid at all costs. If you can’t reformulate your product, ala a breakfast cereal, what can you do to make it new? One consideration is to embrace your position and appeal to the “heritage”, “genuine”, “beloved” nature of your brand. That might manifest in a position of confidence and comfort. Or, along the same line, appeal to the “retro” funkiness it might project and make it newly “hip”.

You might also reinvent how your product is used, repackage it or align it with something that your customers care about.

Another approach is to find the essence of the brand that is timeless and refocus it into the context of what matters today. Levi’s new campaign does that brilliantly and ironically. The hip new spots are built around the century-old poetry of Walt Whitman, used as the “battle-cry” for the new generation. The soundtrack of the first spot even uses a wax cylinder recording believed to be audio of Whitman himself reading from his poem “America.” The second spot in the campaign employs a recording of an actor reading Whitman’s “Pioneers! O Pioneers!”

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Wednesday

04Nov2009

Wednesday, November 4, 2009

Game changers

Brendan Kennedy |

2 Comments

Mention the words, “video games” and what image immediately comes to mind? Is it still the parental basement-dwelling, Mountain Dew-drinking, Funyun®-snacking teenager?

Well, it shouldn’t be.

Today, the video game industry accounts for a staggering amount of consumer spending. And the average age of people doing this spending? According to the Entertainment Software Association, it’s 35. As in, 35-year-olds with jobs, that spend money.

Today, the virtual world is an adult’s world. And the sales figures show it. According to the NPD Group’s Retail Tracking Service, video game sales have increased for 12 years straight, resulting in a 2008 all-time high of $11.8 billion.

Hype equals demand
Gee, ya think marketers have taken notice? Of course they have. And they’ve gone about marketing and advertising in ways that are as, “next-gen” as their products. And really, they have to. In a market as ultra-competitive as this one, releasing a good product isn’t good enough. It’s got to carry with it a good deal of the “H” word — Hype.

Marketing for video games is unique because so much of it is based on anticipation. The goal is to create one thing — demand. Unlike other products or services that release the product and then market it, video game companies spend most of their resources developing the game and advertise in more cost-effective, creative ways.

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Wednesday

21Oct2009

Wednesday, October 21, 2009

Greenwashing gets the red light

Andrea Bolyard |

Is your company trying to be more sustainable? How about green? Is there a difference? It seems like everyone is throwing around these terms lately, and the trend to use these words has made consumers more curious about what they really mean. In fact, the term greenwashing has been used to label the deceptive usage of environmentally friendly language, and is increasingly a topic of conversation in mainstream media, such as BusinessWeek and The New York Times.

Using words like green and sustainable without being able to fully prove the point only breeds distrust among consumers. The public, and many members of the media, have started to ask more questions of companies that claim to offer sustainable solutions. In an effort to encourage guidelines for sustainability claims, Greenerpackage.com has even launched guidelines for information that must be available or terminology that must be used to support sustainability messaging.

Substantiating claims and carefully choosing language is good practice for any company making an assertion about its product or solution. When referring to environmentally friendly attributes, here are several suggestions from Greenerpackage.com.

Be specific — Limit environmental claims to specific attributes of the product or solution, since claims may only apply to components of the product.
Be clear — Explain definitions of terms, such as “carbon neutral” or “renewable resource,” to ensure transparency, and ensure proper procedures are used to provide evidence to back the use of these terms.
Be honest — Take care not to omit details or facts when supporting a claim.
Be thorough — Check any applicable laws, such as California’s Environmental Marketing Claims Law.

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Friday

16Oct2009

Friday, October 16, 2009

Marcom A to Z — L for Length

Anna Baxter Kirk |

“I didn’t have time to write a short letter, so I wrote a long one instead.” ~ Mark Twain

Communication happens faster today. People have less time and patience for information. So should what we say through all available channels be shorter too?

Less is more — most of the time
I asked colleagues across the country to note the appropriate length of various types of communication. Most agreed that for the average correspondence, an expectation exists: communicate quickly and efficiently — two paragraphs for an e-mail, 30 seconds for a commercial, one page for a news release. (See responses, and funny variances, below.)

As my colleague Larry Engel pointed out, regardless of length, relevant material that has a direct or emotional interest to the reader is critical to getting and holding anyone’s attention. Also consider that an existing relationship between communicator and audience will influence a person’s appetite for information. Length of communication should also vary depending on where a brand or company is in the launch lifecycle — awareness, interest, understanding, trial or preference. (If I’m aware of your brand and interested, I will pay more attention.)

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Monday

05Oct2009

Monday, October 5, 2009

Does advertiser online tracking cross the line?

Elizabeth Bergum |

Think about the last time you made an online purchase. What was it for? A few DVD’s, a new pair of shoes — or perhaps something more personal? What does that purchase say about you? More aptly, what does it tell retailers about you?

Years ago, when I started making regular online purchases, my biggest concern was becoming a victim of identity theft. But today, there are new things to consider — online tracking by advertisers.

A recent article in the New York Times states that about two-thirds of Americans object to online tracking by advertisers. That number rises once they learn the different ways marketers are following their online movements.

I can see why people object to it. However, I find it useful when my favorite store or brand sends me coupons via e-mail, alerts me to the latest mega-sale, or uses my purchasing tendencies to make improvements to products or services.

As with any new technology, the intention of it and the application of it can be two entirely different things. Should there be some restrictions on how marketers and advertisers use this type of information? I think so. But in the long run it seems I’m benefiting from this practice.

A long-standing strategy in retail is to get to know your customers. Technology is allowing that to happen on a much different scale. So the question remains, is that a good thing? Where do you draw the line?

What do you think?

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Wednesday

30Sep2009

Wednesday, September 30, 2009

Recognition for a job well done

Mike McCabe |

It’s always rewarding to see the work we have “sweat the details on” recognized in awards shows. So naturally, we were happy to hear the good news from two awards competitions where we recently entered work — the CEBA Awards and the Telly Awards.

The CEBA Awards
The American Business Media notified us that we have two finalists in the 2009 Creative Excellence in Business Advertising (CEBA) Awards. These awards honor outstanding business advertising creativity in B2B publications, digital media, custom media and face-to-face events.

As one of the industry’s top awards shows, there is some stiff competition. Judging is now complete and they’re down to the finalists in 14 categories. We’re excited to have two of those finalists with work we produced for Dow AgroSciences and for OfficeMax’s OM Workspace. Only 39 entries have made it this far. You can see all of the contenders at The CEBA Awards Web site (our entries are number 16 and 38) and you can see our entries on Flickr.

The first-place winners in this show will be announced on October 12 in special issues of AdWeek and BrandWeek magazines. We’re looking forward to seeing what ends up on top.

The Telly Awards
The Telly Awards competition honors outstanding local, regional and cable TV commercials and programs as well as the best in video and film production, and work created for the Web. Last year, the Telly Awards received more than 14,000 entries from all 50 states and five continents. Not only is it heavy competition, but I’d have to say that pound-for-pound this is an impressive award statuette with an “Oscar-like” quality to it.

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Tuesday

29Sep2009

Tuesday, September 29, 2009

Never feel powerless

Jeff Wedeward |

You never know how much you appreciate something until it’s gone. So true.

That was proven for me Sunday night as Southeastern Wisconsin was pounded by 40 mph + winds throughout the night. Power was knocked out to portions of the area, including my home. Luckily for me it was for a manageable three hours. However, it brought to mind how powerless one would feel without telephone, internet, AC, heat, lights or refrigeration for food during an extended period.

It really hit home because we recently helped our client, Generac Power Systems, launch an ad campaign about empowering home and business owners in the face of unforeseen power outages. Having uninterrupted electricity during outages is indeed very empowering. And we brought that sense of empowerment to our initial TV spot in the campaign. The characters exude confidence and security. They know they are protected. Generac customers are ready for anything.

Have a look at the spot.

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And if you if you are concerned about power outages in your area, check out the Never feel powerless Web site.

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