Enthusiasm: a key ingredient in advertising and in life

By Angie Laxdal, November 18, 2011

President of HatlingFlint, Bill Hatling lives and breathes enthusiasm. Both professionally and personally, Bill wears many hats, and he does it with gusto.

Bill Hatling, HatlingFlint

In our St. Cloud office, Bill is a certified brand strategist, but he does everything from managing accounts to finding new business to washing the dishes (it is a small office, after all!). Outside of work, Bill’s zest for life continues. Two nights a week, he teaches upperclassmen at St. Could State University about the ins and outs of advertising and integrated brand promotion. He’s also an avid windsurfer, enjoying the thrill of cruising across the lake at 40 miles per hour. But, if Bill had to choose his biggest passion of all, it would be music, hands down.

The Receders' drummer, Bill Hatling

Since age eight, music has played a significant role in Bill’s life. Like many kids, he started with piano lessons, but eventually turned his focus to drums. During high school and college, Bill played in several jazz bands and, while at St. Cloud State, toured Europe with the University Jazz Band. He also played in a number of variety bands during that time, both country and western, but soon discovered that rock and roll was his preferred style.

“I’m the kind of drummer who likes to play with enthusiasm,” Bill explains. “I was given the nickname ‘Crash Bang’ by a former bass player because I play loudly. I have mellowed a bit over the years.”

The Receders, Bill Hatling (second from left)

Bill’s current band, The Receders, has been together for almost 15 years. Widely known throughout St. Cloud as a favorite dance band, The Receders play a combo of originals and cover tunes, and even created an original CD in 2008 (with hopes to record an encore release soon).

See The Receders in action:

(If you like what you hear, become a fan on Facebook.)

The band, composed of four busy professionals, performs about once a month. One of their larger gigs was in August 2011, when they played to a crowd of roughly 5,000 at Summertime by George, an outdoor concert festival in downtown St. Cloud.

Bill is proudly passing on his love for music to his kids. Son Max is a drummer too, playing occasionally in a rock band. Daughter Hannah has already informed the family that “she will be famous doing something with music,” as she plays piano, drums and sings.

Describing his musical side as the “artist in him getting out,” Bill loves the creative opportunity to express himself. Plus, pounding the drums is a huge stress reliever—perfect for the president of HatlingFlint.

What’s your favorite way to relieve built-up stress from work or life in general?

Pedigree Technologies’ new website simplifies complex messages

By Kimberly* Wold Janke, November 15, 2011

Technology is great. And can be confusing.

In most industries, technology advances have improved production and efficiencies. For instance, tracking implements’ usage allows farmers and ranchers to keep equipment in peak condition and minimize downtime. Or, fuel delivery companies with real-time inventory views can better manage supplies, demands and delivery schedules.

The key: technologies that are understandable, not overwhelming or confusing.

Pedigree Technologies provides tracking and management of equipment and other assets in one easy-to-use Web view. They market software as a service that allows users to track and monitor just about anything with real-time data and reporting anytime, anywhere. Customers can set up alerts via email, text or in-cab messaging when action is needed, whether it’s service, repair, replacement or replenishment.

The company needed to make its complex messages and products more understandable for customers and prospects.

Pedigree Technologies homepage screengrab

Flint Communications and Flint Interactive provided strategy, architecture, copywriting, design and development for Pedigree Technologies’ new website, which went ‘live’ in August.

Balancing complexity, simplicity

From the start, we worked to achieve balance. Pedigree Technologies serves a wide variety of industries, from agriculture and construction to oil fields, telecommunications and utilities. Yet, their solutions connect and automate people in a user-focused manner.

We wanted the users’ experiences on the website to reflect professionalism yet simplicity—so they would understand that’s how Pedigree Technologies’ software and services are to use, too.

We wanted people to easily move throughout the website to get information specific to their needs, so we built navigation based on applications as well as industries.

We also built in links to other pages within the site, because all technologies are so intertwined. We used iconic images to guide users. For instance, a photo of a combine in action subtly encourages farmers to click through to that section.

The site includes actual software descriptions, positioned as solutions for specific industries. Also on the site are case studies, quotes from customers and a “request a demo” button on each page, along with prominent contact information.

Social media hub

The site is also home to the Pedigree Technologies blog. The company uses its social media presence on Facebook, Twitter and LinkedIn to promote relevant blog posts, new products, software updates and other news, driving people to the new website for more information.

Delore Zimmerman: Dr., CEO and now African Development Chief

By Angie Laxdal, November 11, 2011

We don’t call him the most interesting man in the world for nothing.

He started as Delore Zimmerman.

In 1986, upon graduation from Penn State University, he became Dr. Delore Zimmerman, PhD.

In 1994, Delore added three more letters to his repertoire: CEO. That’s when he co-formed Praxis Strategy Group, a partner of the Flint Group.

Then he did it again in 2010, co-forming Praxis Africa.

And just last month, Delore added another impressive title to the roster: Nai Awuah Kotoko, development chief.

Delore Zimmerman, development chief

On October 10, 2011, Delore was installed as development chief of the central region in Ghana, Africa, by Nai Kwao Otuo V. This honor means Delore will be responsible for accelerating progress and development throughout the Awutu-Mankessim region.

Delore’s chieftaincy plans

As chief, Delore will plan for and work on behalf of the central region of Ghana to promote economic and community development, including agriculture, manufacturing/processing and commercial activities, education, healthcare and social welfare.

“One of our objectives is to create mutually beneficial relationships between Awutu-Mankessim and North America—identifying market opportunities for North American agricultural products, machinery and equipment in Ghana, and for Ghanaian products in North America,” explains Delore. “Through our in-country representation services, we plan to establish two-way relationships and exchanges beyond agriculture, in education, healthcare and other areas.”

Delore and Tony

What does Nai Awuah Kotoko mean?

Chief Otuo, whom Delore reports to, and other chiefs in the Awutu traditional area chose Delore’s stool name: Nai Awuah Kotoko. Its literal translation is “to bend low and fight,” a technique mastered by the Asante. The overall meaning of his name, however, is “when/where he goes a thousand more will come”—fitting for someone leading the way in international agriculture and economic development.

Model Farm

As part of the chieftaincy, Delore had the opportunity to purchase 100 acres of land in the Awutu-Mankessim region. This land will be used for a model farm, a place to test new agricultural practices and crops. It will serve as a platform for North American companies to explore options in renewable energy, agriculture equipment and sanitation.

“It’ll be an interesting challenge,” says Delore. “There, you can do very little and improve the lives of many. People are living in mud huts near my land. It’s not downtown Grand Forks.”

Flint partner Praxis Strategy Group works with leaders, entrepreneurs and innovators to turn ideas into opportunities and channel energy into action. Read more about Dr., CEO and development chief Delore in his professional bio or connect with him on LinkedIn.

FM CVB helps member businesses claim their social spaces

By Libby Hall, November 8, 2011

The Fargo-Moorhead Convention and Visitors Bureau (FM CVB) is a social-savvy organization that promotes Fargo-Moorhead to the world. Are you tweeting a question about the best restaurant options in town? FMCVB is listening, and can point you to its dining page. Want your photo taken with the real woodchipper from the movie Fargo? Stop by the CVB – then see yoWoodchipper in Fargour picture on the woodchipper’s Facebook page.

So it’s only natural for the FM CVB to help their member businesses use social media to its fullest potential. We know that travelers of all kinds rely on social sites like Yelp, TripAdvisor, Foursquare or Google Places when they’re visiting a new place. So FM CVB and Flint worked together to create a workshop where member businesses – specifically hotels and attractions – could learn to harness the power of these social spaces.

FM CVB logoAttendees were able to claim their business’ listings on each of these spaces. But more importantly, they learned why these spaces matter. They learned best practices for managing and updating their listings, responding to customer comments, and encouraging reviews from their customers. And they all left with a renewed energy for connecting in real-time with their customers.

View the first portion of the workshop presentation here:

Have you claimed your business’ listings on popular social spaces? Why or why not?

Travel makes Libby Hall’s world bigger and smaller

By Angie Laxdal, November 4, 2011

It only makes sense that Flint’s digital strategist loves to travel. Libby Hall explains, “Traveling makes your world both bigger and smaller. No matter where you live—Fargo, Minneapolis, New York, London—it’s important to get out and see how other people live.”

Funny that social media works the same way—connecting people and culture, while making the world bigger and smaller. As digital strategist, Libby spends her workdays (and nights) helping clients connect with their customers through new media: social media, paid online media, mobile and text. “I work on strategies and measurements for clients’ social media plans. I learn about new and emerging social tools. I write content calendars and guide community managers on how and when to respond to comments. Generally, I’m just a big nerd.”

Sights from Libby's trip to Europe

How Libby caught the travel bug

Libby’s family traveled often when she was younger. “My mom loves to travel, so she and my dad took me on several road trips in elementary school. On separate occasions, we went to northern California, southern California, Texas and Florida.”

In college, she went to England twice with a friend whose dad, stepmom and step-siblings lived there. And she’s been planning her next trip ever since.

Libby’s many travel adventures

Between taking one or two big trips a year and many other weekend getaways, traveling is Libby’s passion. She also travels for work about once a month, and while that’s not always the most glamorous experience, Libby enjoys seeing a new city, going for a run in its parks and eating in its restaurants.

“A group of friends and I traveled to Europe this fall, and we’ve made a goal to do an international trip every other year,” explains Libby. “For 2013, we’re thinking about South America, along the Amazon River.”

Libby (left) and college friends explored Amsterdam this fall.

Libby (left) and college friends explored Amsterdam this fall.

Every trip has a story

Libby’s most recent adventure, shown throughout these photos, was to Amsterdam, Berlin, Munich and Dubrovnik.

Old Town Dubrovnik

Old Town Dubrovnik

“I can’t get over how gorgeous Dubrovnik was. There were two guys and six women on the trip, and the guys cooked the most fantastic meals for us with food from the local markets. The last night we were there, they made a three-course dinner for us in the outdoor kitchen of the apartment we rented, which overlooked the sea. We ate steak, pasta and langoustines and just enjoyed the beauty surrounding us.”

Now this. This is the view Libby’s referring to. Stunning!

Now this. This is the view Libby’s referring to. Stunning!

Libby continues, “The guys also bought some wine and schnapps, but everything was in Croatian so they had to guess at what it was. The schnapps ended up tasting like pepper and bees… I don’t know how else to describe it!”

Just to be clear, not all the alcohol was bad overseas, as demonstrated here at Oktoberfest in Munich!

Just to be clear, not all the alcohol was bad overseas, as demonstrated here at Oktoberfest in Munich!

Where social media and travel overlap

When traveling, Libby takes note of how other people use social media across the world. “In larger cities, especially, it’s fascinating to see the role that location-based social media is playing right now.”

Libby, a self-proclaimed foursquare/Yelp junkie in new cities, also pays attention to how businesses promote their social media presence in other places—from billboards in Times Square to Facebook URLs stamped on bike helmets in the middle of rural Germany.

“Oh, another story—in Berlin, there’s a guy who does karaoke in a park that used to be part of the Berlin Wall. He puts photos of all the participants and the crowd on his Facebook page. There are literally thousands of people who come and watch every Sunday. It’s a great way to keep the excitement going during the week.” That’s a lesson Libby can bring back to clients.

Travel pushes you outside your comfort zone

Diving into social media can be intimidating. Travel works the same way. “You find that there are so many other beliefs and viewpoints and lifestyles and routines in the world, and you get a little bit uncomfortable. You learn to value other perspectives. And you realize that your way is not always right.”

So, what’s next on Libby’s travel agenda?

Libby and her mom are planning a quick weekend trip to New York soon. She and her husband also have tentative plans to hike the Grand Canyon with friends this winter. We can’t wait to hear what social media (and other adventures) she encounters along the way.

Sights from Libby's European adventure

Get to know a Flintster: Q + A with Libby

What’s your dream job?
Owning a little restaurant with my husband on a beach somewhere. Travel blogger. More realistically, managing communication for a non-profit cause or organization I believe in.

Which job would you not want to have?
Daycare provider.

What was your first job?
Telemarketer. I was 15.

What did it teach you?
The first summer I worked there, we had great company culture and did a lot of team-building activities like office Olympics, potluck lunch on Saturdays and community volunteering. The second summer, the company was under new management. One by one, all the fun activities disappeared and it turned into an environment where people hated coming to work. It taught me the importance of team morale and keeping people happy.

What is one thing you’d be willing to practice for an hour a day?
Piano. I play but I should practice more.

What’s the best advice you ever got?
Never cry at work.

What sound do you love?
The roar of the crowd at Target Field after a great play.

What scent do you love?
Fresh ingredients when my husband Jameson is teaching me to cook something: fresh garlic, cilantro, tomatoes. Summer vegetables in general.

What do you love most about traveling? And, if you could plan the trip of a lifetime, where would you go? Leave your answer in the comments!

Nodak Mutual proves nobody knows a North Dakotan like a North Dakotan

By Kimberly* Wold Janke, November 1, 2011

They’re not just insurance agents; they’re friends and neighbors to residents of North Dakota. Nodak Mutual Insurance is a regionally based company that has been proudly serving the state’s residents for more than 60 years. With a keen understanding of insurance and individual needs in North Dakota, they’re known as ‘agents with answers.’

Objective

Our team at Flint Communications in Fargo set out to help create and build awareness for Nodak Mutual Insurance, targeting both current and potential customers. The goal was to establish their reputation as insurance experts that care about people, the community and individual insurance needs.

Strategy

The key to their strategy centered on the notion that local people deserve to be treated better, suggesting Nodak Mutual understands the way North Dakotans like to be treated, because agents are local and accessible. The strategy was supported by their service-first philosophy and focus on providing competitive rates and quality plans for their customers.

Solution

To set themselves apart from large national insurance companies, Nodak Mutual had to prove they weren’t afraid to talk North Dakotan. Their agents walk the same streets, talk the same way and understand the rhythm and heartbeat of the prairie. Bo might know everything, but Nodak Mutual knows North Dakota. Their agents also know insurance, and especially, what kind of coverage locals need.

The team at Flint Communications produced two brand awareness TV spots with a new concept, “In the know.” This idea was inspired by the Insurance IQ concept and tied in the Nodak Mutual tagline, ‘Agents with Answers.’

This insightful concept was executed by posing fun and compelling questions about the state to agents. No matter how deeply embedded in the state’s fabric the question was, a Nodak Mutual agent always had an answer, and not just any answer, the North Dakotan answer.

Brand Promise

Nodak Mutual Insurance continues to carry their reputation as ‘Agents with Answers.’ Working with customers throughout North Dakota, they not only give answers but also ask the right questions to demonstrate their support and interest in lives of fellow citizens. To find out just how much they know about insurance, visit their website or Facebook page.

Flint’s DMA-certified specialist discusses why direct mail is alive and well in the digital age

By Kaia Watkins, October 28, 2011

[Background: Kaia Watkins is the direct mail specialist for Flint Direct in our Fargo office. She has been a designer at Flint Communications since 2006, specializing in direct marketing creative in 2011. In her new position, Kaia provides strategic and creative planning as well as direct marketing campaign development.

Recently, Kaia earned her certificate as a DMA Certified Marketing Professional (DCMP). The DCMP program certifies that marketing professionals have reached a high level of expertise in the core aspects of direct marketing. The DMA is recognized throughout the marketing community as the definitive source for information about marketing research, regulatory issues and best practices.

To obtain her certificate, Kaia completed a series of online courses and passed a diagnostic test. Congratulations, Kaia, on your impressive achievement!]

Kaia Watkins, Flint Direct

Just a few years ago, direct mail was king.

The stack of snail mail we came home to every day was proof. Then the economy tanked, budgets were cut, and everyone jumped on the digital marketing bandwagon. Many thought this marketing channel would never rebound to what it once was, but today we’re seeing a trend back to the ‘old faithful’ of advertising.

It’s not often that old-school methods are favored over the shiny and new. So why is direct mail working so well in this online world?

  1. Personalization. We know more about our customers today than ever before, and thanks to continued innovation in digital printing, we can talk to each customer on an individual level. Make your customer feel special by adding their name throughout the piece, include a photo of a product they’ve previously purchased, or include a coupon that’s custom-tailored for them.
  2. Multi-Channel Communication. Gone are the days of only having an 800 number or reply card as your response mechanism. Now customers can call, click, like, text, tweet or scan. Your campaign should never end with direct mail. Use the power of offline to continue the conversation online.
  3. Flooded Inboxes, Empty Mailboxes. The shift to online marketing has changed how we read emails. Due to the sheer volume of emails received on a daily basis, we’ve become somewhat desensitized. But when it comes to snail mail, our mailboxes aren’t nearly as full as they used to be. Your customers are more likely to notice one of a handful of direct mail pieces over one of a hundred emails.
  4. Improved Mail Services. Barcodes aren’t just for sorting mail anymore. The Intelligent Mail Barcode (IMB) from USPS allows us to track when mail pieces are entered into the mail stream all the way down to when they are out for final delivery. Armed with this information, marketers can follow the direct mail piece with a strategically timed second message, such as a phone call or email.
  5. The Sense of Touch. The sensation of touching a direct mail piece has more impact than you’d think. It’s easy to dismiss an email or ignore an online ad without really thinking about it. Direct mail is a different story. You have to physically make the effort to pick it up, and then comes decision time: read it or toss it. By then your customer has already scanned at least one side of your mailing—a partial victory in itself! Use the sense of touch to catapult your piece above the rest by using a specialty paper stock or oversized format.

So don’t count it out just yet—give direct mail a try on your next campaign and you may be pleasantly surprised by your results.

Research leads to successful product launch for BCBSND

By Kimberly* Wold Janke, October 25, 2011

It’s no secret that health insurance can be costly. For young people, or anyone living on a tight budget, this can be a challenge. Foregoing health insurance is a scary option, leaving the uninsured left to wonder how they’d financially cope with a medical catastrophe.

Because of this very real problem that young, healthy, uninsured North Dakotans are facing, Blue Cross Blue Shield of North Dakota responded by developing an inexpensive health insurance plan: AffordaBlue.

What the research showed

Through in-depth focus groups of males and females ages 26-39, Flint Communications discovered consumers’ reasons for not purchasing health insurance.

Research showed cost was the primary reason for focus group participants not having health insurance.

The research also revealed low awareness of the lower cost options available but seldom purchased.

How research influenced communication strategy

Blue Cross Blue Shield of North Dakota took this research into consideration and responded to our target audience of 18- to 29-year-olds. The simple-yet-direct message:

BCBSND AffordaBlue Ad

To reach this demographic, BCBSND used a two-pronged marketing communications approach, including a mobile text campaign and online promotion.

For the mobile text campaign, traditional media including newspaper print ads, radio spots, signage at the Fargodome and shopping malls, and bus wraps encouraged potential customers to send a text to get a quote. After sending a text, they received a reply directing them to a mobile landing page, which asked them to fill in their information to get a quote or contact an agent. Prospects’ email addresses were also collected at this time.

AffordaBlue Bus Wrap

For the online promotion, banner ads geotargeting North Dakotans and a Google AdWord campaign drove prospective customers to get a quote on the AffordaBlue product page.

Did it work?

Yes! The marketing communications tactics worked exceptionally well. Our key metrics greatly outperformed industry averages:

Key Metrics

Research often leads to the truth, which leads to smarter communications strategies, which leads to successful campaigns. Would you agree or disagree with this causal pattern? How has research helped your marketing efforts succeed?

For the online promotion, banner ads geotargeting North Dakotans and a Google AdWord campaign drove prospective customers to get a quote on the AffordaBlue product page.

Did it work?

Yes! The marketing communications tactics worked exceptionally well. Our key metrics greatly outperformed industry averages. [a1]


[a1]Do we want to provide more insight into the specific results? Or leave it vague, so we don’t give away too much to competitors, etc. Please do include key metrics.

HatlingFlint art director paints and sells chalkboard horses on Etsy

By Angie Laxdal, October 21, 2011

Josh Hoffman is art director in our HatlingFlint office in St. Cloud.

He also paints and sells chalkboard horse doodle pads on his Etsy shop, Houndstooth Design.

Houndstooth Design - Chalkboard Horse

Josh started collecting model horses at age five. Fast forward 20+ years to a purchase on eBay. He explains, “I got one that was horribly scratched up and didn’t want to give it to the neighbor kid, so I sanded it down to the normal plastic and primed it. A friend mentioned I should paint it with chalkboard paint. I thought it was a dumb idea.”

Sanded model horse
But Josh tried it anyway and realized it was not a dumb idea at all. He bought a handful more horse bodies, painted them and started an Etsy shop to sell them.

“I didn’t have any sales for a couple of weeks and all of a sudden they were all sold.”

Josh quickly found more and has been building his brand since.

Why horses?

Even though he never had horses growing up, Josh admits, “I love everything about horses—the shape, the spirit, the Wild West, the medieval times. Yes, I am a 12-year-old girl.”

Ever since he can remember, Josh has wanted a real horse. These models took the place.

“After I received my first plastic horse for Christmas, I was hooked on the different colors and shapes they came in. That’s when I started collecting them and have since.”

The hunt.

The hunting and gathering process of finding these horses appeals to Josh. After finding the horses on eBay or in thrift shops, he stores all the models in bins until he’s ready to repurpose them. “I’m constantly buying more—I don’t like to see my stock drop. It keeps me busy and gives me that extra spending money.”

Currently, Josh has about 250 horses and other animals that need to be painted before the snow flies.

Houndstooth Design - Chalkboard Horse

Building his brand.

Josh understands branding, and it shows.

He has created a unique product which appeals to a very niche audience. His chalkboard horses have been used in eclectic wedding décor and adored by equestrian fans. Houndstooth Design has even been featured in magazines such as Weddings Unveiled and Equestrian.

A blank slate.

“While I’m painting horses, I can clear my mind and think about anything and everything I want.” Josh often finds himself thinking about design problems at work and coming up with solutions while he paints. He jokes, “I should probably bill clients for these hours.”

Get to know a Flintster: Q + A with Josh

What’s your dream job?
To own a vintage modern shop, with a coffee shop and little bakery inside. I have also wanted to own a dog bakery. And to be the head of visuals for GAP or Anthropologie.

Which job would you not want to have?
That list is a mile long. I don’t want to do anything that makes me uncomfortable and/or dirty. My dad and brother are plumbers. I can tell you I never once even thought about that profession. I also wouldn’t want a job that doesn’t challenge me.

What was your first job?
I worked at a pet store.

What did it teach you?
I learned how to manage customers and daily responsibilities that go with the job. I learned that I never wanted a pet snake, rodent or tarantula. It taught me that I wanted to eventually be my own boss and own my own company. I also learned how to multitask and that gave me a good work ethic. But I think I learned that from my parents.

What is one thing you’d be willing to practice for an hour a day?
Yoga.

What’s the best advice you ever got?
Never give up and life is short.

What sound do you love?
I love a lot of sounds, but the one that I would pick would be the sound of walking over wet leaves in the autumn.

What scent do you love?
Scents really do it for me. I cannot pick just one. Fresh cut grass, firewood, fresh air, a cow or horse barn, the smell of dirt, the forest after a rainfall, the smell of autumn, cookies, all the scents of Christmas, 3M (my mom works there and when she would get home at night, she would tuck me in and I could smell tape on her… I still try to get a whiff of her hair).

Ps. The holidays are coming up! Remember to check out Houndstooth Design on Facebook or Etsy.

Getting to KNOW mobile marketing

By Susan Mickelson, October 18, 2011

We’ve been hosting KNOW seminars for a while now.

In 2009, SimmonsFlint explored the importance of social media.

HatlingFlint helped businesses navigate the digital maze.

And similarly, WestmorelandFlint and Flint Communications hosted seminars featuring author, social media expert and Flint consultant Jay Baer.

Last week we held our 2011 SimmonsFlint KNOW seminar in Grand Forks. This year’s event featured three experts from across the Flint Group, specifically focusing on how mobile technology affects consumer actions.

SimmonsFlint 2011 KNOW Seminar

Kim Kemmer, senior planner and market research manager at Prime Contact (part of the Flint Group), discussed how mobile marketing is part of a smarter marketing plan.

Libby Hall, digital strategist for the Flint Group, talked about the mobile trends of social media, exploring how social and emerging media tie into consumers’ mobile usage.

Wrapping up the seminar, Flint’s digital marketing specialist Eric Piela explained some of the current digital buzzwords and trends on the horizon, helping to uncover the potential business use of these new tools.

SimmonsFlint 2011 KNOW Seminar

Nearly 40 marketing professionals from the Greater Grand Forks region and throughout North Dakota and Minnesota attended the 2011 SimmonsFlint KNOW seminar. Thanks to all who attended!

Attendees at SimmonsFlint KNOW Seminar

Kim shared research that suggests more than half of those surveyed preferred to access the Internet from their smart phones for everything from shopping to social media. We’re curious: are you reading this from a computer, a tablet, a smart phone or something else?