The Ever Changing Digital Marketing Landscape

22 01 2012

I came across this infographic today and it just seemed to good not to share. Marketers across all industries struggle to determine how much to invest in digital marketing and when to use which tools. At the end of the day, I think you simply need to consider all the digital options as additional tools in your marketing toolbox. Then pull out the right tool when it’s needed to reach your audience and be sure to use the right tone to align with the tactic. It shouldn’t be overwhelming — but exciting! Never before have we had so many options for reaching people and getting them to engage in real-time conversations. To me the must have is a strong search component to every campaign to ensure you can reach consumers in “shopping mode” and solid web content to provide the insight they need to make an informed decision. To learn more about catching folks at the zero moment of truth, check out Google’s video or ebook on the topic.





Breast Cancer Campaign to be Highlighted During August AMA Program

22 07 2011

In June, AMA Milwaukee named the recipients of its Excellence in Marketing awards. The awards are given to Wisconsin companies that demonstrate exceptional marketing strategy, execution and results.

Bvk was honored to receive recognition for a breast cancer campaign developed for Mission Hospital in Orange County, California. Mission operates two facilities and both were experiencing a general decline in mammogram appointments and increased competition from both free-standing, investor-owned sites and competing area hospitals. As a result, bvk was asked to develop a campaign that would increase mammogram volume by 13% (200 cases) over a four week period.

Research had shown awareness of breast cancer was at an all time high. However, less than half of the women who should have been getting screened were taking preventive measures. All of the facts and figures were not moving women to take action. Instead of relying on a rational appeal, a compelling, emotional approach was used by bvk to move women to action.

Bus Shelter Poster

The core message was simple — women die of breast cancer and early prevention saves lives. The twist was in the delivery. Unexpected spokesmen were used, including a father, husband and son who each had all lost a woman in their lives as a result of breast cancer.

A TV spot, bus shelter posters, bus sides, posters, rich media banner ads, a landing page and earned media were part of the integrated campaign.

The work cut through the clutter and proliferation of pink by changing the conversation. Mission Hospital exceeded its volume goal with 267 mammograms scheduled and the best news was that 67 percent of the women scheduling were first time patients.

Learn more about micro campaigns and this particular case by attending the August 16th AMA luncheon at the Italian Conference Center. The event begins at 11:15 a.m. with networking, followed by lunch and three 20 minute presentations.

In addition to bvk, work created by Bader Rutter and Boelter + Lincoln will be discussed. A little insight on each project is offered below. I would love to see you there if you have interest. Registration information and full details for the luncheon event can be found online at http://ow.ly/5LgeF. 

Dimensional Mailer

Budget: Less than $250,000
Winner: Boelter + Lincoln for client Strattec Security Corporation
Boelter + Lincoln’s direct marketing and PR campaign for automotive lock manufacturer Strattec Security Corporation took top honors in the “Under $250,000” budget category. Boelter + Lincoln helped Strattec launch its BOLT® series of locks in conjunction with several trade shows, including the huge Specialty Equipment Market Association (SEMA) show in Las Vegas. Designed to raise awareness within the automotive aftermarket and commercial truck industries, B+L created a three-dimensional direct mail piece offering SEMA Show attendees a BOLT® lock sample upon redemption. In conjunction with this piece, they also conducted a short-term media relations campaign to secure coverage in automotive and truck trade and enthusiast media. As a result of these efforts, Strattec surpassed their booth traffic benchmark and admittedly high goal of a 25% direct mail redemption rate by seven percentage points. The media relations campaign garnered coverage in over 80 media outlets, including Consumer Reports, SPEED network and several nationally syndicated radio programs.

Print Ad

Budget: Greater than $1,000,000
Winner: Bader Rutter for
client Dow AgroSciences

After a successful launch of the PowerFlex herbicide product, Dow AgroSciences wanted to build upon their momentum and communicate a harder-hitting message. Bader Rutter was asked to help position PowerFlex as a solution for excellent control of tough grasses and broadleaf weeds in winter wheat. The campaign was targeted at 250+ acre winter wheat growers in 13 states across the Central Plains, Pacific Northwest and the Delta. Because the challenges farmers from each of these regions face are different, Bader Rutter tailored the campaign to each geographic region. They developed an integrated campaign using a combination of television, radio, interactive and print media which featured an iconic image for powerful performance against weeds – a battleship in a sea of golden wheat. The campaign immediately caught the attention of growers and earned Dow AgroSciences a threefold increase in unaided awareness – from 2.9% the previous year to 8.9%.





Marketing Inside and Out.

7 02 2011

Environmental branding. Is it a part of your overall brand management strategy? Not to be confused with green marketing or sustainability, environmental branding can be defined as the purposeful application of your brand to every point of contact within the market. 

It goes beyond corporate stationery and signage, and blends the disciplines of graphic, architectural, interior, landscape, and industrial design to develop and communicate the idea of “place.” Environmental branding can literally delight the five senses and provide memorable experiences but must include all front-line personnel. It’s complementary to product design, advertising, merchandising, web design, PR and generally everything that the customer can see, touch or perceive. It’s the “total experience” of your stakeholders and should be consistent over time.

If you’re focusing on enhancing the patient experience, you are likely focusing on one or  more of the elements of environmental branding. In the healthcare arena, environmental branding addresses the creation of a healing environment — a multisensory setting that engages the physical, emotional, spiritual, and social dimensions of an individual for the purpose of restoring and maintaining health and well-being. But like all other organizations, the key is making every experience real, authentic and true to who you are as an organization.

While environmental branding includes wayfinding, brochures in the front lobby and the greeting you receive upon entry, it is bigger than a marketing or PR project. It also includes the condition of the parking lot, the aroma outside the cafeteria and attitude of every employee within your walls. It requires the attention of the entire leadership team as it can significantly impact customer satisfaction. 

A survey conducted in the hospitality industry found that overall satisfaction was directly correlated to the impression a guest held after spending only two minutes inside an organization. Are maximizing your two minutes?

To help it’s members get their hands around the task, AMA Milwaukee has lined up Jill Morin, 3EO (one of 3 CEOs) of Kahler Slater, as the featured speaker for its February luncheon (February 15 from 11:15 a.m.-1:00 p.m.). Jill is the author of Better Make It Real: Creating Authenticity in an Increasingly Fake World and my bet is her presentation will offer great insight for healthcare marketers. 

Why? Because Kahler Slater specializes in healthcare as one of its verticals, because they often use National University Hospital of Singapore as a case study and because Jill and Jim Rasche of Kahler Slater presented at Transform 2010 hosted by Mayo’s Center for Innovation. (Their presentation can be viewed at http://centerforinnovation.mayo.edu/transform/james-rasche.html.)

And if the chance to see Jill present close to home is not enough, her book (valued at $32.95) will be provided to all attendees.In it, Morin references the trade marked 4P Model which guides the the total experience design process — Perception, People, Products/Services and Place. In addition she offers nine truths of authentic, total experiences and helps you understand what you need to know and manage as a marketing leader so you can use “experience” as a differentiator for your organization. (Get a sneak peek in an introduction to Better Make it Real).

 Register for the AMA event now – the deadline is February, 11. ($35 for AMA members, $55 for guests and $30 for students or those between jobs). The event will be held at the Italian Conference Center (631 East Chicago) and begins at 11:15 with a chance to network until the formal program begins at noon.

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Home is Where the Heart Is.

1 02 2011

Just yesterday my new “favorite” spot launched in the Sioux Falls and Sioux City DMAs. It’s :60 and was designed to promote the services of one of the nation’s top cardiac hospitals (according to Thomson Reuters) and let area residents know they have some of the country’s best heart care close to home. The catch?  It never actually takes you inside the hospital. 

Why? Because as consumers we cannot actually judge the quality of care by review of technology, a long list of credentials or tour of the cath lab. And let’s be honest, now that some of our favorite TV shows have taken us into the ER, OR and all other parts of a hospital, the monitors, shiny metal and bright lights are not all that sexy.

Then comes the question of quality. How do we measure it?  And what does it look like at the end of the day?  I would say my discharge — going home, back to my life and family — is what really constitutes a quality outcome for me. That’s just the story that unfolds as you watch the scenes of one man’s life reflected off the car windshield as he journeys back home with his wife.

This spot required a unique casting call. We were not only looking for a 50+ male but also his extended family and access to his home movies! That’s right, all of the family footage belongs to our “patient.” So in a way, it really is his journey.

You can check it out at http://www.youtube.com/watch?v=IdtaNBPY3J8. I would love to know what you think.

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Are You a Safe Shoveler?

31 01 2011

When the snow falls you see lots of news coverage of the white stuff. In fact, it’s not supposed to snow here again until Tuesday but it is already the focus of every newscast and one local school system has cancelled all classes. There are stories about business closings, road conditions, accidents and even the shortage or surplus of salt, sand, shovels and snowblowers. And every year, there are also stories about death by shoveling.

We all know snow is heavy and moving it is hard work. But it needs to be done and many of us dig in without giving thought to the danger the strenuous activity can pose. That’s why Lindsey Meyers of the Avera Heart Hospital (South Dakota) tried something new last year.  Something that worked so well, it’s back!

Lindsey approached her local ABC affiliate and a local hardware chain to see if they would help her create “smart shovelers” throughout her service area. She provides medical content and experts and her partners distribute safe shoveling information throughout the months of January and February.

Special shovels were designed and highlight the potential warning signs and symptoms of a heart attack on the handles while the scoop reminds people heart attack is a medical emergency. Each Friday, a shovel is given away and their mere presence in stores is enough to capture attention and get people thinking — and talking. This year, the hardware partner is also offering an in-store drawing for a free snow blower so one lucky person can stop shoveling altogether.

This project is a great example of a low budget tactic unique enough to create a buzz. It’s also proof that there is an endless supply of new and interesting ways to tell our story — even one that gets told year, after year, and year.

And since the snow is coming to Wisconsin (and they say it’s the biggest storm in a decade), I will leave you with the warning signs of heart attack  – something we all should know but too many cannot recall:

  • chest discomfort that lasts a few minutes, or goes away and comes back
  • pain or discomfort in one or both arms, back, neck, jaw or stomach
  • shortness of breath
  • light-headedness
  • cold sweat
  • nausea along with chest discomfort. 

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It’s Time to Change the Conversation.

6 01 2011

Women know they need mammograms but they still are not getting them. It’s time we stop simply focusing on hope and tell the truth with love — women die of breast cancer. What is crucial is the rest of the story — mammography saves lives.

With the plethora of “pink” in October and the number of great organizations raising awareness and funds for research and eradication of the disease, awareness is not the problem.  We need to know why women do not get screened and take an emotional approach to move them to action. The facts and figures just aren’t working.

Why aren’t women getting screened? Secondary research shows fear often tops the list. It comes in two forms:  (1) fear of an actual cancer diagnosis and (2) fear of pain associated with the compression. Come on ladies, I have only experienced two thus far in my life but given the options I’ll have a mammogram any day.

Next on the list is time. So providers, take note. Night and weekend hours do go a long way for working women, particularly working moms. And mobile mammgraphy offered at the workplace may not be a bad idea either.

Mission Hospital in Mission Viejo, CA, had good success attracting first time mammography patients by using an emotional appeal and a campaign titled “Men.” In an interesting twist, the men most important in our lives — fathers, husbands and sons — were used to tell the sobering fact that women still die of breast cancer and an annual mammogram is a woman’s best defense.

In just two months, the campaign which used an emotional cable spot, posters on bus shelters and buses, banner ads and a landing page featuring online registration, resulted in a 19% increase in mammograms, over 1 million banner ad impressions, 1,540 banner ad click-throughs to a landing page with online registration, dozens of online, print and broadcast stories and most importantly, 180 new patient encounters.

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Documentary Co-produced by a Wisconsin Hospice Worker Debuts Locally February 5.

5 01 2011

A former colleague and all-around great guy has put his heart and soul in to the production of a documentary on end of life decisions and care in America. Described as powerful, moving and always thought-provoking, this film will bring one of the most important subjects of everyone’s life, into new focus. and features medical experts from across the nation.

You can catch it locally during its debut Saturday, February 5 from 7:00-9:30 pm at the Oconomowoc Arts Center. Tickets are $8. A panel of experts will be on hand immediately after the film for an engaging discussion on the subject.

Consider the Conversation reminds us that thinking and talking about life’s final chapter well in advance can help prevent unnecessary physical, emotional, spiritual and financial suffering. Hats off to you Michael Bernhagen!

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