Blog
HRB Week in Review: 8/18/10
A week of golf, planting seeds and helping non-profits raise awareness and funds—we’ve definitely been keeping busy at HRB!
Golf for fun and promotion
Just as German golfer Martin Kaymer was winning the PGA Championship in Kohler, Wisconsin, HRB was helping a client generate some much needed awareness for its brand. Last week one of our clients, a large international IT company, sent two lucky contest winners to the PGA Championship in Kohler. The company wanted to increase awareness of its name and capabilities in the IT industry so HRB suggested a golf-related campaign and contest, as many of the firm’s customers had a high level of interest in golf. The campaign was promoted via direct mail and online banner ads on two east coast news sites. Because of the short promotion time frame, the client expected to receive about 20 entries for the contest. The final entry number reached almost 70. Score!
Planting a seed
For one of its ag clients, HRB presented an ad campaign that not only capitalized on the company’s longevity but portrayed the company’s values. The client was quite pleased with the ads and radio spots created.
Fun raising?
When trying to raise a lot of money in a capital campaign it is important to look organized and polished. This week we wrapped up designs for a local nonprofit’s campaign that pushes the boundaries of it being more than about bricks and mortar and all about the “immigrant spirit in all of us.”
Web & design work
Work continues on two Websites for local non-profits. A photo shoot is in the works for one as we seek photographs that vividly reflect who they are and who they serve. The Website design was approved for the other client and programming has begun as well. HRB also gave in-kind donations to each of these incredible organizations to lighten their financial burdens and to better position them for online donations.
Back to school already?
It’s back to school time for one eastern Iowa HRB client. We just completed two campaigns to help promote their special back-to-school broadband offers. The multi-media effort was supported with TV, radio, print, direct mail and online marketing.
HRB seminars in full swing
HRB’s live, free seminar on Strategic Growth Planning in the Quad Cities was well attended and well received. HRB Senior Vice President Dave Aeschliman explained the benefits of planning strategically for growth and outlined the path to get there. He demonstrated how our GROWTH Division brings five unique strategic advantages to each of its client relationships:
1) Insistent that its efforts be measured against a client growth goal;
2) Comprehensive and unparalleled client industry knowledge;
3) Deeply insightful analysis (research) of client growth opportunities and limitations;
4) Intricately detailed, pre-budgeted, line by line sales and marketing plans; and
5) The gutsy offer to financially share in the risk of following its advice.
**Dave will present the same seminar, “Strategic Planning for Business and Marketing Success,” on Wednesday, September 8th. The seminar will be held at the Skywalk Group at 205 2nd Ave SE in Cedar Rapids. Register here.
Enjoy your week and don’t forget to market, promote and grow your business!
Jim Thebeau
Partner/CEO
Follow me on Twitter @JimThebeau
Connect with me on LinkedIn: www.linkedin.com/in/jimthebeau
Extra! Extra! This Week’s Interesting Marketing Stories for CEOs and CMOs!
If you have an interest in sales and marketing, this post is for you. At HRB we’re constantly monitoring advertising, strategic planning, research and public relations trends that are driven by new software automation tools, unique bundling packages and social media marketing contests. Check out these stories and let us know your thoughts in the comments section or on the HRB Facebook page.
FTC Looks at Opt Out Option for Behavioral Targeting
If you have not been following the discussions surrounding online behavioral targeting and the resulting data gathering on individuals, you may want to start. Whether you are using behavioral targeting as a marketing technique or you are a consumer, you could be affected.
According to MediaPost, The Federal Trade Commission (FTC) is considering a “do not track” list to address Internet advertising privacy concerns, similar to the Do Not Call Registry pertaining to telephone solicitations. To learn more about behavioral targeting visit the FTC’s Wikipedia page.
What Are America’s Favorite News Sources?
As a former journalist, I find the rapid changes in news consumption habits fascinating. Of course, age, technology and access all play a role in how we get our news.
According to a new study by Gather, Inc., individuals are increasingly turning to the Internet to find, receive, share and discuss news. The report reveals trends in how people are receiving and interacting with various Internet news outlets and starting millions of conversations across America.
For instance, a whopping 53% of people still cite newspapers as their main source of news, although 65% of respondents younger than 25 years old described their news habits as interest-based, only reading about breaking news stories or stories of interest. 70% of respondents in this age group turn to the Internet to learn more about a breaking news story and share information with others via social networks.
Marketers Increasingly Seeking Online Tracking Metrics
Marketers are slowly but consistently moving more of their marketing budgets from traditional to online sources. And, the more they spend on SEO and social media marketing, the more they want to measure ROI.
The Forbes Insights and software and analytics firm MarketShare Partners reveal that marketers and agencies continue to struggle with finding the metrics to justify dollars spent on online campaigns.
Strategic Growth Planning for Business and Marketing Success
Ever wonder why some companies turn everything they touch into gold while others struggle to capture great market share? Why marketing doesn’t work with sales?
These questions keep CEOs from sleeping at night. It takes guts and experience to bring accurate, honest analysis and advice to today’s company executives. When it comes to growing a business, most companies struggle to find just the right balance of all the right growth ingredients.
Download the HRB GROWTH brochure and perhaps you’ll see how the “domino effect” can work for your brand.
Can the iPad Slow Newspaper and Magazine Readership?
Earlier this year, just as the iPad was being launched, BtoB Magazine carried a front page story about the possible effects the Apple iPad could have on reviving the ailing print media industry. For one thing, with its vertically-oriented color screen that mimics the size of a single magazine page, the iPad is seen in some circles as an ideal device for reading digital versions of print publications.
“We feel it’s an exciting, new, major media platform, and it can’t be ignored,” said Jason Snell, Editor of IDG’s Macworld, which is currently developing an iPad application.
Jim Thebeau
Partner/CEO
Follow me on Twitter @JimThebeau
Connect with me on LinkedIn: www.linkedin.com/in/jimthebeau
HRB Helps Rugged Computer Client Promote Tech Solution for Red Bull® NASCAR® Racing Team
When MobileDemand® wanted to promote the technological edge its rugged xTablet® T7000 PC brought to the Red Bull® NASCAR® racing team, Henry Russell Bruce (HRB) was asked to help. MobileDemand wanted to make sure there was no secrecy surrounding its move to bring rugged computing to the NASCAR market.
“When the Red Bull team started using the MobileDemand tablet PCs, it started saving hours of time preparing for each race,” said HRB CEO Jim Thebeau. “And, the team found that it could capture and exchange critical race-related data in real-time, a move that enhanced race day decision making that could potentially help determine the outcome of a race.”
HRB logged hours of tape shot by MobileDemand owner Matt Miller and a technology industry partner to write print and video case study scripts. HRB partnered with MVP Visual Media Solutions of Cedar Rapids to edit the footage to make an engaging and fast-moving video case study on how the MobileDemand technology helped the Red Bull racing team. The goal was to tell a story by building buzz and third-party credibility about the xTablet Tablet PC.
MobileDemand’s rugged xTablet® T7000 PC is a mobile computer that replaces outdated data collection methods and speeds up decision-making processes for racing crews. It uses bar code scanning to help spotters, tire specialists and gasmen predict, record and automate data in real-time. The xTablet PC is also built to survive track temperatures reaching 138 degrees and being left out in the rain.
As the first NASCAR team to adopt this technology, Red Bull Racing believes it has inherited a unique competitive edge. “We’ve sped up the data flow probably more than a hundred fold,” said John Probst, Technical Director, Red Bull Racing. “The tire guys said the first weekend we had the tablets at the track it saved them 90 minutes just in sorting tires.”
The xTablet can:
- Run Windows 7 in a fully mobile PC environment
- Save 60 to 90 minutes before each race in putting tire sets together with its built-in barcode scanner
- Allow racing teams to set up their own secure wireless network with built-in WiFi
- Send data anywhere at any time with built-in cell phone receivers
- Turn notes into real-time data with handwriting recognition
- Stand up to the intense heat, dust, rain and other race condition hazards
- Withstand repeated abuse, such as multiple drops to concrete or asphalt
- And, most importantly, enable sharing critical, real-time data that speeds race-day decision making—potentially keeping vehicles & drivers out of harm’s way
As with most newly released technology, MobileDemand’s xTablet PC is already getting some serious attention from NASCAR officials. “You would not believe the interest we’ve had from the other teams wondering what we have, what we do with it,” said Chris Lambert, Spotter, Red Bull Racing. “NASCAR itself has looked at it with us. There is no keeping this a secret around the track.”
You can view the print and video case studies created by HRB on the MobileDemand Website.
Jim Thebeau
Partner/CEO
Follow me on Twitter @JimThebeau
Connect with me on LinkedIn: www.linkedin.com/in/jimthebeau
HRB Week in Review: 7/27/10
Research is key to HRB’s growth these days. Just this week we’ve begun multiple research projects for some new clients in the construction, utility, IT and high-tech software industries. We’re also continuing our research into the seemingly infinite business opportunities offered by online media resources. Our goal is to teach our clients how to test various offers and relationship-building tactics—such as social media marketing, email marketing and search engine optimization (SEO)—to determine which ones can produce the best results for their brand or service.
We have some pretty sharp people who are helping our clients do more online with their budgets, and the added bonus is that these proposed tactics are measurable. Check out my previous blog post, “The Secret Power of Public Relations,” to see how your company’s employees can combine traditional and alternative marketing tactics to gain that competitive edge. Mashable has also compiled an excellent resource that’s worth checking out: “75+ Upcoming Social Media & Tech Events.”
Connect with HRB:
Sales training is another new service we’ve introduced. One of our clients recently asked for our help during their national sales conference and we sent our senior sales trainer to help their team overcome the objections that arise during their discussions with customers. You can review the five unique strategic advantages of HRB’s new GROWTH division in our GROWTH brochure.
Just a reminder: Our next FREE, live seminar—“Social Media Success Stories – Do You See Yourself Here?”—is next Wednesday, August 4. It will be presented by Jeff McEachron, HRB’s Senior Vice President and Director of Internet Operations, from 11:00 a.m. to 1:00 p.m. at the Skywalk Group (205 2nd Avenue SE) in Cedar Rapids. We hope to see you there!
Jim Thebeau
Partner/CEO
Follow me on Twitter @JimThebeau
Connect with me on LinkedIn: www.linkedin.com/in/jimthebeau
HRB Named Best PR and Advertising Agency by Corridor Business Journal™ Readers
For the fourth time in five years, Corridor Business Journal™ readers have named Henry Russell Bruce (HRB) the Best PR and Advertising Agency in the corridor. The poll results appeared in the journal’s Best of the Corridor edition on July 19.
HRB is a full-service full-service advertising and Internet marketing agency in its 37th year of business. The company, which has offices in Cedar Rapids and the Quad Cities, builds brands and generates business through strategic planning for its clients.
The poll recognizes the Cedar Rapids/Iowa City Corridor’s “best of the best” and results are based on an extensive survey of the journal’s paid subscribers. The awards include categories for Best Insurance Agency, Best Golf Course, Best Place for a Business Lunch, Best Cultural Attraction and Best PR and Advertising Agency.
HRB President Steve Erickson said the changes HRB has made in the last year are focused on bringing greater value and return on investment to its clients.
“In 2009 we purchased a remarkable Web design, online marketing and social media firm that has brought real added value to our clients,” said Erickson. “And in February of this year we started our GROWTH Division, which offers clients five distinct values that our competitors do not offer, including a pay-for-performance option.”
