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President’s Address
By: Karen Conrad, President, BMA-Milwaukee
These are unprecedented times. In the past few months we’ve watched our 401(k)s decline, our home equity shrivel, and for some of us, our jobs disappear. It’s been frustrating, infuriating, and sometimes just plain frightening. So what to do?
Well, the experts will tell us to sit tight and ride it out. They say, “Historically, by the time we know we’re in a recession, we’re almost out of it.” Or they advise, “This is best the time to jump into the market.” Or even, “Make sure you allocate your savings to match your tolerance for risk…,” followed by, “Playing it too safe with investments will not protect your savings from inflation.” So why with all this expert advice do we still ask, “What to do?”
There are no easy answers, and I’m certainly no expert on the economy. But I do know that when times get tough, what better way to restore a sense of calm than to spend time with friends. Whether it’s to blow off a little steam, share a laugh or two, seek advice, or find a shoulder to cry on, friends have a way of making everything seem a little brighter, a little safer, and little less scary.
In these uncertain times, a great place to turn is to your friends and colleagues at the BMA. Our programs and events provide an excellent opportunity to network with your industry peers. Whether you are looking for a new job, want to learn more about the latest marketing trends, or just want to relax and share a good story or two, BMA provides a friendly, energetic environment to do just that. And thanks to the generosity of our sponsors, we have been able to keep our program and event fees affordable, providing a great value.
So, if you are tired of sitting home listening to endless reports of downturns, downsizing, closures, foreclosures, defaults and derivatives, turn to BMA. Join us at an educational program, attend a networking event, or just pick up the BMA directory and call fellow member. These are unprecedented times … and we will ride them out together.
Word of Mouth Marketing:
How Passion is the Key Ingredient
By: Eileen Sather
Spike Jones wants you to be passionate about a pair of scissors. Well, maybe not you personally, but someone, anyone, or rather a lot of someones and anyones. According to Jones, passion gets people talking—buzzing about a product, company, brand, etc. And that buzz is the driving force behind Word of Mouth Marketing, a movement that is gaining momentum in today’s marketing world.
At last month’s BMA luncheon on October 9, Spike Jones from the Greenville, SC-based Brains on Fire Company, stressed the importance of passion in Word of Mouth Marketing. You want people to either love or hate (preferably love) your product or company, because as Jones said, people do not spread the word about something they just “like.” But for people to spread the word, you need to give them a reason to start talking.
According to Jones, that first step is reframing the conversation about your product. So now we return to the aforementioned pair of scissors. Jones used the example of how Brains on Fire reframed the conversation about Fiskars products in order to generate the buzz needed for Word of Mouth Marketing. The company discovered that it is possible to be passionate about something as simple as a pair of scissors. For Fiskars, the medium for that passion was scrapbooking. Using scrapbooking as a base, Brains on Fire was able to get people talking about Fiskars—which products they loved, different ways to use those products, and just generally sharing techniques and ideas. And so the Fiskateers movement was created. Four everyday women from different backgrounds across the United States, blogging about their passion: scrapbooking.
The key word here is movement. As Jones said, a movement is much more than a campaign. Campaigns use words like attack, target, and domination. But movements are about love, inspiration, and yes, passion. Movements start small and grow. For example, the four original Fiskateers, became, a network of hundreds across the country buzzing about their lives, their scrapbooks, and the Fiskars products they use. Movements are evolutionary, spreading in ways and to places that you may not have expected. And finally, according to Jones, movements can last forever.
Of course, to create a movement, you must first cultivate awareness and credibility. Word of Mouth Marketing can establish both. If people are talking about your product, they are making others aware of it. Also, this creates credibility because the audience is not hearing companies boasting about how great their own products are, instead the audience is hearing its friends, neighbors, and relatives evaluate the products based on firsthand experience. Generally, that is considered more credible.
Jones said that the customer will always know the audience better than you will—because, well, they are the audience. And with Word of Mouth marketing, you can get the audience, your customers, to do the hard work for you.
Click here to check out the full event calendar.
University Outreach Committee:
Introducing Students to Careers in Marketing Communications
By: Joette Rockow
The University Outreach Committee (UOC) of BMA-Milwaukee is a student of student behavior. We strive to know and understand:
- What makes students tick
- What motivates them
- What might stand in their way from becoming successful marketing professionals
Only by understanding students can the UOC fulfill its two main missions:
- To introduce BMA-Milwaukee and the concept of networking to college students who are exploring careers in marketing communications.
- To provide forums for students to network with marketing professionals and provide learning and educational experiences.
One of the group’s successes in its mission was evident on October 28, when almost 50 students from seven area colleges and universities joined area professionals at Libiamo Restaurant to discuss trepidations—some real, some perceived—that most college students encounter as they move from the life of a student to the life of a marketing professional.
Aptly named “First Job Phobias,” the evening included a presentation by Dan Austin, Director of Public Relations at Stir Marketing. No Halloween candy-coating here. He shared with students the realities of what to expect when they land their first job. Dan let them know that they will be expected to do mundane tasks such as filing or stuffing envelopes, and they may actually get laid off if the company they work for loses a major client. Not always fun stuff to hear, but no student ran screaming from the event in fear. Most seemed more resolute to face the challenges that were before them, as evidenced by the informed and honest discussions the students had with the marketing professionals at their tables. There is real beauty in youthful exuberance.
Exuberance is what drives UOC members to help prepare students for whatever may come their way as they begin a career in marketing communications. “Student enthusiasm is contagious,” said Joette Rockow, co-chair of the UOC and Sr. Lecturer at UW-Milwaukee. “Passion about mentoring and working with students is what drives this committee.”
The UOC is spurred by the belief that these “youngsters” truly are the future of marketing communication as a whole, and the value BMA-Milwaukee provides to students is priceless. When asked why she is so dedicated to being a volunteer on the UOC, Tiff Pua from Finn Digital responded, “I’ve truly benefited as a student from BMA’s outreach to young people in building their careers. It seems only natural that I share my experience with my future colleagues.”
UOC activities go far beyond networking and educational events for students. College and university faculty are encouraged to participate and attend student events. The UOC also gathers with faculty each fall to find out what challenges they experience in the classroom, and to let them know the ways in which BMA and the UOC can assist, including networking events held each fall, the upcoming Speed Interviewing/Resume Review planned for February 2009, BMA Road Show visits to area campuses, and scholarships for outstanding students studying in an area of marketing communications.
To learn more about the UOC, its activities and mission, or to help with a future event, contact Joette Rockow or Tom Graybill. You can also view student activities on the website here.
Annual BMA Holiday Party
Thursday December 11, 2008 from 6:00 - 9:30 PM
Crowne Plaza
Milwaukee-Wauwatosa
10499 Innovation Drive
Wauwatosa, WI 53226
There will be a cash bar, appetizers, music, raffles and more...
All proceeds will benefit this year’s BMA Charity the Wisconsin Humane Society.
RSVP here by December 5th, 2008
Event Sponsors: Finn Digital, Traxion & Nelson Schmidt
Upcoming Events
January 8, 2009 at
Success Seminar
Why Multichannel is the Future of Business Marketing Communications
Speaker: Ron Jacobs of Jacobs & Clevenger
Evening Program
What Does the World Think of Your City? Case in Point - Chicago 2016 Olympic Bid
Speakers: Dennis Vicchiarelli - Deputy Executive Director of World Business Chicago,
Carolyn Kae Phillips - Director of Strategic Initiatives
World Business Chicago and Members of Chicago 2016 Olympic Bid Organization marketing team
Where:
Italian Conference Center
631 E. Chicago Street
Milwaukee, WI 53202
Schedule of Events:
Seminar: 4:30 PM
Reception: 5:30 PM
Dinner: 6:15 PM
Program: 7:00 PM
Event Sponsors: Productive.com and Proven Direct
Click here for more details and to register.
Recruit a Member – Win PGA Tour Tickets!
Reminder: BMA International has launched a new membership campaign that offers a chance to win VIP tickets to a PGA Tour event in 2009. From now until June 1st, BMA members who recruit new members will receive one entry into a drawing for the PGA package. There is no limit as to how many new members you recruit - recruit 10 members, get 10 chances to win! Get the details here!
Plus, BMA-Milwaukee is putting a local spin on the campaign. In November, January, March and May, we will draw one local winner from that same pool of members who’ve recruited members – and award him or her with a $25 gas card. Fortunately, the price of gas is dropping. But who can’t use an extra $25? So, if there’s someone that you know who can benefit or contribute to our organization, take a minute to talk to them!
Save the Date: BMA Bell Awards -
Bell 2.0 • April 7, 2009
Mark your calendars for Tuesday, April 7, 2009, to attend the 33rd Annual BMA Bell Awards - Bell 2.0, southeastern Wisconsin 's premier B2B marketing awards program.
Experience firsthand how new approaches and technologies are revolutionizing B2B marketing! This year, the Bell Awards will be taking a quantum leap forward when the latest innovations will be used to improve every facet of the competition, from creative submissions, to judging, to the awards ceremony itself.
Sponsorship packages are available -- please contact smarks@xxlmd.com for more information.
We would like to welcome the following new members to the Milwaukee Chapter of the BMA:
Eric Vallee – WennSoft
Kimberly Wacker – Spancrete
Nathania Rohlinger – The Falk Group PR
Dennis Jensen - Penton Media
Marty Longrie - P&H Mining Equipment
Patrick Dixon - SPARK Advertising
We also thank the following members of the Milwaukee Chapter of the BMA who renewed their memberships:
Adrian Mullin – Northwestern Mutual
Robert Grether – Productive.com
Patty Roberts – Rockwell Automation
Samantha Ehley – API Software, Inc.
Kevin Behringer – Markel American Insurance Company
Vanessa LaCoste – KSK Design Inc.
Antonia Walzak – Walzak Marketing Communications, Inc.
Dale Tegtmeier – Fairway Promotions, LLC
Cynde Dornuff – Johnson Controls, Inc.
Shelly Johnson – Pentair Water
To contribute articles or story topics, contact Joellen Bradach at jbradach@imagesystems.biz.
