BBJ December 09/January 10

VO L 17 #6 D ec embe r 2 0 0 9 / J a n ua r y 2 0 1 0

Published by the Green Bay Area Chamber of Commerce for Chamber members

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WOOING, WOWING AND WINNING CUSTOMERS How businesses are getting creative

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THE NEW

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The eyes have it with video analytic technology

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| BBJ DECEMBER 09/JANUARY 10

Contents.

Volume 17, #6 | December 2009/January 2010

FEATURES

10

THE NEW FACE OF MARKETING The eyes have it with video analytic technology; ways marketing has evolved while remaining true to the basics

15 WOOING, WOWING AND WINNING

CUSTOMERS

How businesses are getting creative with prospective and existing clients

18 PARTNERS IN EDUCATION

10

06

DRUG ALLIANCE

Setting out to change cultural views on underage drinking in Wisconsin

BBJ DEPARTMENTS

15 20 18

04 VIEW POINT 06 TECH WATCH 08 BUSINESS SPOTLIGHT 20 SPOTLIGHT ON THE ARTS 22 HEALTH HINTS 23 BOOK REVIEW 24 CHAMBER NEWS ADVERTISERS

VISIT THE GREEN BAY AREA CHAMBER OF COMMERCE AT:

titletown.org

PRESIDENT Paul Jadin EDITOR Lori Kaye Lodes GRAPHIC DESIGNER Josh Beaton

B ack Cover American Express Delt a 01 AO N 01 B ank Mutual 05 Camera Corner/Connecting Point Inside Front Cover Cellcom 07 Children’s Hospit al o f Wisconsin 05 Network Health Plan 01 NWTC 02 Time Warner Cable

ASSISTANT GRAPHIC DESIGNER Sheri Stuckmann

COVER IMAGE Josh Beaton

The BBJ is published bimonthly by the Green Bay Area Chamber of Commerce, PO Box 1660, Green Bay, WI 54305-1660. The BBJ is supported entirely by advertising revenue from member companies of the Green Bay Area Chamber of Commerce. For information about the advertising rates and deadlines, contact Sales at 920.593.3404. The BBJ (USPS 010-206) is published bimonthly for $18 a year by the Green Bay Area Chamber of Commerce, PO Box 1660, Green Bay, WI 54305-1660. Periodicals postage paid at Green Bay, WI. POSTMASTER: Send address changes to The BBJ, P.O. Box 1660, Green Bay, WI 54305-1660.

PH: 920.593.3423.

Copyright© 2008 Green Bay Area Chamber of Commerce

VIEW POINT TEXT PAUL JADIN

Ritter Forum showcases best in

collaboration In 2003, prior to my tenure at the Chamber of Commerce, President Bill Hynes of St. Norbert College approached me about resurrecting and moderating the Ritter Forum. The Forum’s purpose was to examine local government issues and generate a dialogue among students, staff and practitioners about cooperation and best practices, but it had been dormant for several years and needed a new direction.

I gladly assumed the responsibility on behalf of the Chamber of Commerce and proceeded to coordinate two annual conferences at the college which focused on local government finances. They were reasonably successful in that they brought most of the area’s municipal officials to the table but nobody left with a specific action plan which was particularly troubling to the forum’s benefactor, Dan Ritter.

Mr. Ritter wanted to see us tackle something that would bring about lasting positive change in the Green Bay area, and he wanted the dialog that the Forum facilitated to be the catalyst. Fortunately, local units of government had recently considered the possibility of police consolidation and, while most of the suburbs decried the notion, there did appear, at least to me, to be a foundation for further dialog. Unfortunately, after interviewing each of the community leaders about their appetite to revisit the issue I learned that I was wrong. Police consolidation was a back-burner issue at best.

However, during these conversations with municipal leaders it became clear that virtually everyone was willing to tackle some other aspect of government services and the leading candidate for a Ritter focus quickly became fire department collaboration.

In 2006, with Nan Nelson from my staff and Amy Sorenson from St. Norbert College very ably providing the organizational framework, we convened the first Ritter Forum on Fire Services with fire chiefs, mayors, village presidents and city/village managers in attendance. Over the course of the next year we also received help from the City of Green Bay Purchasing Department, the County Planning Department and a handful of energetic undergraduates at St. Norbert.

It was, however, the chiefs who, early in the process, took ownership of the effort and dedicated themselves to sustainable outcomes, which is 4

| BBJ DECEMBER 09/JANUARY 10

exactly what Mr. Ritter was demanding. It didn’t hurt that we were catching these dedicated administrators at a time when the Mutual Aid Box Alarm System (MABAS) needed to be agreed upon and implemented.

All of the cooperation and trust that was necessary on that effort carried over to our Ritter project.

After about a year of cooperation on purchasing through Linda DuPuis at the City of Green Bay, another six months of examination of training, inspection and maintenance issues and even a few months of seriously exploring functional consolidation the chiefs and De Pere city administrator Larry Delo came up with a master agreement and several addenda that De Pere’s City Attorney Judy Schmidt-Lehman fine tuned from a legal perspective.

These agreements provide the basis for collaboration and cooperation on “operational and non-recurring administrative and support functions” and, by Jan. 1, 2010 could be signed by nearly 30 different government entities in Brown County. Much more important, however, is the fact that participants in the Ritter Forum, elected officials and administrators alike, have unanimously agreed to continue meeting and pursuing additional collaborative opportunities. St. Norbert College, through its new President Thomas Kunkel, and the Chamber of Commerce have emphatically agreed to continue as conveners, and Mr. Ritter has graciously offered to continue as the forum’s benefactor.

Further cause for optimism can be found in the fact that labor has been kept informed throughout this process and rather than undermining it, its leadership has made overtures of assistance and even encouraged bolder steps. The recent announcement that Firefighters' Local 141 has all four Brown County fire unions under its auspices is an additional plus.

To be sure, there is clearly a long way to go but we’ve managed to create a recipe for communication, cooperation and even consolidation and, while elected officials and facilitators help season the dish, it has become clear that department heads were/are the primary ingredient for success. I am particularly grateful for the fine work of Jeff Roemer of Green Bay, Ed Jahnke of Howard, Eric Dunning of Ashwaubenon and Chris Hohol of Bellevue.

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5

TECH WATCH TEXT AL PAHL

Swap paper for screen reading?

Would you trade in books and periodicals printed on paper for a small, light electronic reader that might let you carry as many as 3,000 books?

The list of pros and cons, and the emotions behind them – particularly when readers expound upon the printed word on paper – is longer and deeper than one might expect. In summary: Books: • There’s the tactile and sensory experience of the actual pages; holding them, turning them, even smelling them; • Eye strain. There are opinions in both camps here, but printed pages rarely glare; • Some readers have great attachment to particular volumes, handed down to them by parents or grandparents. Most intend to keep that chain going; • Lending and sharing; • Ownership. Once you own a physical book, having it taken away is nearly unheard of. (Amazon removed George Orwell’s "1984" and some other titles from their customers’ Kindles earlier this year because of copyright issues. Refunds were provided.)

Electronic readers: • Much easier to carry around; • Can carry thousands of books with you; • Easier to have reference books at hand; • Text-to-speech capability, handy when driving; • Speed and convenience with which you can obtain books; • Some readers actually reported reading more because their ereader was with them more places and because they were more likely to have multiple books “going” simultaneously.

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| BBJ DECEMBER 09/JANUARY 10

Cost?

Everybody has to do the math for themselves, because book-buying (or borrowing) habits vary so greatly. Keep in mind: All e-reader devices have two costs: The hardware up-front ($260-$490) and the books, magazines or newspapers its owner chooses. Sony (Reader), Amazon (Kindle) and Barnes and Noble (Nook) all bundle free access to their online bookstores with their hardware. Books start at $9.95 – literally thousands are available at that very figure – and go up from there.

Magazines and newspapers are also available. Some e-readers allow a wider choice of sources than others.

Hardware?

The biggest name in the market is Kindle, which has models priced from $260 for a 6-inch screen to $490 for a 9-inch screen. Kindle is owned by Amazon, which uses a proprietary file format that only allows users to read books they’ve bought from Amazon’s considerable inventory, using the Kindle itself or Kindle software installed on other handheld devices, such as the iPhone. Amazon pays AT&T or Sprint for the wireless access charges.

Sony, the initial company in this market, offers: the Daily ($400, 7-inch touchscreen); the Touch ($300, 6-inch touchscreen) and the Pocket ($200, 5-inch screen). Until recently, Sony required owners to hook their Reader to a computer to get books, but now, users can do it wirelessly (convenience is a major, major reason people use e-readers). Sony, which has its own online bookstore, has said it will adopt the ePub open format that allows users more latitude in book sources, including public libraries such as Brown County, which has long since partnered with OverDrive, a distributor of e-books to libraries. OverDrive ebooks expire at the end of a 21-day lending period.

The newest player in this space is Barnes and Noble, which offers consumers something neither Amazon nor Sony do: Physical book stores.

There, consumers will find not only paper books, but the $260 Nook e-reader, introduced in October. Currently, it is the only competitor that can download books either from wireless hotspots (initially this will only work at Barnes and Nobles stores) or from AT&T’s 3G cellular network.

At 8.5 x 11 inches, it is the only model with two screens: a 3.5-inch color touchscreen that allows users to browse books and control downloads sits under the main e-ink display.

When asked what he would tell the book lovers who dote on their paper treasures, Kalny replies, “It doesn’t read like a computer screen. It is a much clearer screen to read. It is similar to a book; the way the page is laid out, it very much reads like a book.”

Perhaps with a nod to hardcover books, Kalny did purchase the optional leather cover, which changes the feel of the Kindle.

Touchscreen competitors allow readers to turn pages with a whisk of their finger. The Kindle requires them to push buttons, notes Kalny, who offered this overall conclusion: “I really do like it a lot.”

“It doesn’t read like a computer screen. It is a much clearer screen to read. It is similar to a book; the way the page is laid out, it very much reads like a book.”

-Jim Kalny, attorney

It is also the only product that allows users to lend their downloads. “This loaning function could be the viral feature that makes the device spread,” one professional online reviewer wrote. “Who would buy a walled-garden machine like the Kindle when the Nook has the same titles, cheaper, and you can borrow? The Nook is already starting to look like the real internet (compared) to the Kindle’s AOL.” The book-like format All three competitors use “e-ink,” a display manufacturers claim is significantly more like printed words on a page than like documents on a computer screen. A great number of online posts from users agreed with that characterization. Most hardware also allows users to control the type size, a significant feature for many owners.

All three hardware platforms allow some form of annotating or highlighting passages. A stylus or onscreen keyboard can come into play.

User opinion as to ease and effectiveness is decidedly mixed. If this is an important feature, buyers should try before they buy.

As for the actual books, major vendors have some form of “read before you buy” program, sometimes allowing readers to download a chapter before purchase.

What users have to say Kindle users tout convenience and speed of receiving books as the biggest pluses, including this reaction: “As much as I love books, I’ll never buy another. I get some of my magazine subscriptions through the Kindle as well. I’d get them all that way if I could. Reading a book review and downloading the book minutes later – could it be any better?”

“The convenient thing I like about it is you can buy a book in seconds,” says Attorney Jim Kalny. “Most of the books I have looked up are on it and they are expanding their holdings.

“Convenience and the ability to use the text-to-speech are the two things I particularly like,” adds Kalny, who often lets the Kindle read to him when traveling, using either his headset or its built-in speaker. “No volume control through the speaker, so it’s pretty quiet,” he lamented.

Magazine prices are “reasonable,” Kalny notes. “Less than bookstand price.”

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BBJ DECEMBER 09/JANUARY 10 |

7

BUSINESS SPOTLIGHT TEXT BRUCE KEEBLE, CLAIMS CONSULTANT, AON CORPORATION

Workers’ compensation

claims

How employers can better prepare tactics and strategies for balanced and cost-effective outcomes

There are a number of factors contributing to the current complexity of managing workers’ compensation claims including higher costs associated with obese and older employees, the rising cost of health care, and rising workers’ compensation fraud. In addition, loss-control and safety programs are important for accident prevention, and once accidents occur, a thoughtful workers’ compensation claim program is absolutely necessary.

A typical workers’ compensation claim involves different parties who are likely to have widely varying opinions and biases on the facts, solution options and the best course of action for resolution. Employers hoping for balanced and cost-effective outcomes are encouraged to consider the other parties’ needs, opinions and positions when preparing their claim management tactics and strategies.

A recent workers’ compensation claims management seminar hosted by Aon in Green Bay featured a panel of presenters representing the primary parties involved in a workers’ compensation claim – the employer’s attorney, the employee’s attorney, the medical doctor and the administrative law judge. For the benefit of the employer audience, each presenter shared their perspective on the process, and tips for working with others in their function. Here is a summary of what they shared:

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| BBJ DECEMBER 09/JANUARY 10

Medical doctor Brian Harrison MD, FACOEM (Fellow American College of Occupational and Environmental Medicine), director of health and productivity management at Affinity Occupational Health in Menasha, Wis., shared some ideas on how employers can better communicate with doctors treating their injured workers.

• An employer representative or nurse case manager should attend medical exams to convey details of the injury.

• It is also important that injured workers know and communicate the particulars of light duty work availability.

• Employers should assure the physician they will pay for the initial evaluation even if the injury later turns out to be unrelated to work.

• Employers should advise physicians they will pay for any additional time it takes to review material such as recorded statements, photographs or job videos.

Dr. Harrison provided numerous tips on claims involving aggravations of pre-existing injuries. He stated there was no such thing as an “aggravation” unless there was an “incident” at work. If a work-related incident was reported promptly by the injured worker to the employer, and the employee sought treatment soon thereafter, it is more likely that there was an aggravation. Conversely, if an incident was reported late and there was delay in seeking medical treatment, there is a greater likelihood that there was no aggravation.

Employer’s attorney Attorney Danielle McCollister of Drawe, Shafer & Stewart in Waukesha, Wis., provided employer guidelines for investigating workers’ compensation claims and limiting liability. She stressed:

• Incident reports should be completed, dated and signed by the injured worker in their own writing (when possible, depending on the extent of the injuries). Having this information directly from the injured worker helps eliminate later arguments that the employer mistakenly memorialized incorrect injury information.

• When an injured employee returns to work with light duty restrictions, McCollister recommends employers prepare an “offer-of-work” letter that describes the type of work being offered, and that it be accompanied by the actual medical restrictions.

• Employers should have the injured employee sign a daily log of restricted duty activities, ensuring the worker is not exceeding his/her physical limitations or further injuring themselves while performing light duty work.

Employee’s attorney Attorney Charles Domer of Domer Law, S.C. in Milwaukee provided some unique insight on challenges faced by the employee’s attorney (or, applicant’s attorney) in workers’ compensation cases. The applicant attorney wears many hats as the advocate of the injured worker, a small business owner and even as a social worker at times.

financial and personal strain that sometimes result from a workers’ compensation claim.

Administrative law judge Judge Edward Falkner of the Wisconsin Department of Workforce Development shared some insights into the importance of appropriate actions and the ramifications of inappropriate actions by the parties involved in a workers’ compensation claim.

• Employer representatives should strive to settle every possible case they can. Once a claim goes into litigation, employers no longer have a say on how the case resolves; the government (i.e. the judge) does. Benefits of settling a case include the fact that none of the parties “lose,” per se, both parties get to name their price regarding settlement, and it increases the chances that all the parties can move on.

• Employers should not to paint their employees into a corner with respect to a simultaneous denial of workers’ compensation benefits and health insurance benefits involving medical treatment for the same injury. Falkner likened this to starving the injured worker by leaving him or her no recourse for payment of medical treatment.

By keeping the above points and perspectives in mind and generally treating workers’ compensation claims with greater regard, employers can better prepare their tactics and strategies for more balanced and costeffective outcomes.

Aon is the leading global provider of risk management services, insurance brokerage, and human capital consulting. Aon delivers distinctive client value through innovative and effective risk management and workforce productivity solutions. Aon’s Green Bay office offers industry-leading global resources and technical expertise with personal service. You can reach Bruce Keeble at Aon in Green Bay at 920-437-7123.

It is important to evaluate new cases to make sure legitimately injured workers are receiving proper treatment from the appropriate medical specialists while also screening potential claimants who appear to be “doctor shopping” or “attorney shopping” for one reason or another.

Domer’s role as business owner means he has to carefully weigh the number of “free” (or, pro bono) cases he can take on while still being able to pay the bills. Cases only involving medical treatment, as opposed to lost time from work, do not provide any means for payment to an employee’s attorney; they can only make an income off of a percentage of the “indemnity payments” made to injured workers.

Regarding the applicant attorney’s role as a social worker, Domer described numerous ramifications from workers’ compensation claims that employers often fail to realize. These include bankruptcies and even divorces an injured worker may experience due to the BBJ DECEMBER 09/JANUARY 10 |

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COVER STORY

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From iris activity to viral marketing The changing face of marketing Lee Marie Reinsch TEXT

Cineviz project manager John Behnke looks into a camera mounted on his computer monitor. On the screen, his face appears, framed in a green square. Green means he’s engaging with the camera – in other words, he’s looking at it.

He glances away from the camera, and the outline around his screen face turns gray. Gray means he’s still present but just not engaging.

This may not sound like the latest in techno-intelligence, but for marketers, it’s the answer to their prayers.

10 | BBJ DECEMBER 09/JANUARY 10

If Behnke is your target audience and his camera is set up near your advertising message, you’ve just found out quite a bit about him as a viewer: You know how long he’s looked at your ad, his gender and age range, and at what point in your message you lost his interest.

The magic is the result of “video analytic technology.” But don’t let its name scare you. All it means is electronically checking out who looks at your ads.

High-tech toy may be pragmatic tool Ever wonder who’s paying attention to the ad material you spend gobs of money on every year?

Marketing musts 1. Clearly define your target audience (socio/demographic profile – age, income, education, size of household, etc.)

2. Understand what they do and learn what influences their behavior (psychographic information – information about personality, values, attitudes, interests, lifestyle, media usage) 3. Determine what motivates them so that you can define a message that resonates with them.

4. Craft a tailored message and define up-front what you want the message to do (change an attitude, trigger a behavior) In an era of furloughs, cutbacks and pay freezes, the audience analytics gizmo may seem rather extravagant. But the folks at Cineviz say that in tight economic times, it makes sense to know whether the money in your advertising budget is actually doing anything for you.

5. Identify the proper medium to reach your target market based upon budget considerations and most efficient reach (TV, radio, outdoor, print, Internet, social media, promotion, public relations)

“Businesses want to know they are spending their money effectively, and they continue to look for ways to improve their bottom line,” Behnke says.

6. Measure results (put a system in place so that you know what type of response you are getting from the message.

Examples include unique URLs, unique toll-free numbers, coupon redemption, sales, traffic, etc.)

With this technology, it’s possible not only to find out who’s looking at your material but to change your message if you find it’s not reaching your intended target. If hundreds of John Behnkes have stopped looking at your ad, you can ‘change-up’ your message in an effort to win back their attention.

If your product is lipstick and your target market is women 35 and up and, through audience analytics, you find out that more dudes than dames are viewing your message, you can change it immediately so that it appeals more to women.

Such changes can be made remotely, in seconds, thus putting the brakes on money waste. Instead of waiting for the next issue of the newspaper to come out, you can change your message now, in real time.

Using mats, cameras, colorful graphics and sensors, audience analytic technology can tell business owners in what parts of their store customers spend the most time. It can count how many people visit, how long they stay and when they visit. And a host of other data.

This kind of automated bean-counting is bound to become more prevalent, Behnke says.

“If I am paying money to advertise, I want to know the demographic that my message is reaching,” he says.

Target marketing: Don’t target Inuits when selling ice cubes Target-marketing isn’t new, but it’s evolving by the minute as the chorus line of media vying for your eyeball-time grows longer.

“Today’s attention span has shortened dramatically,” says Cole Buergi, senior account executive for Leonard & Finco Public Relations. “Because of that, it’s important that your message be clear and on-the-spot.”

Courtesy of Laura Myers, vice president of marketing for Infusion inc., pictured at left.

By that, Buergi means the message has to resonate with the consumer – it has to grab him and interest him. Odds for that increase if you handpick your audience, or at least weed out the obvious no-sales.

If your product is a high-end specialized mountain bicycle, then you probably don’t need to be advertising to the overall population, for example. “You want to be very targeted. Go out and search the Web for blogs and things where niche groups get together and talk about their hobbies (or whatever’s applicable to your audience),” Buergi says.

“If you sell ice cubes, it might not make sense to get into a niche market, because everyone uses ice cubes,” he adds.

Instead of a blanket approach with a highway billboard or newspaper ad, you might want to try a specialty publication – say, one for bicycle racers or one focusing on diet and health. “Advertising has really gone to the more niche markets lately; even in the Northeast Wisconsin area, you are seeing business magazines, women’s magazines, health magazines,” Buergi says.

Target marketing has moved from a “push” method to a “pull” style.

Instead of pushing a product or concept onto the public, the best business happens when customers are pulled in and actually seek out information about your product, according to Buergi.

Narrow it It may sound basic, but don’t move too far without defining the goal of your message, says Laura Myers, vice president of marketing for Infusion inc.

“What do you want your target audience to do? Change their behavior, change where they shop, visit your Web site, buy your product?” she says.

BBJ DECEMBER 09/JANUARY 10 | 11

John

Behnke

(foreground)

and

Scott

Koffarnus of Cineviz stand in front of a screen showcasing video analytic technology. It can determine the age and sex of the person checking out an ad, how long he/she looks at it and when the viewer loses interest - all valuable information for marketers. (Photo by Dorsch Photography)

Once you figure out what you’re aiming for, figure out who your audience is. How old are they, where do they work, what’s their household size and income?

Businesses and organizations need to understand who it is they are trying to reach, says Dana VanDen Heuvel, founder of the Marketing Savant Group. “They know what they want for sales, but not who they are really going after,” he says.

After that, find out what’s important to your targeted consumer.

“Is it saving money? Feeling good about themselves? (Having the latest) status symbols? What motivates them based on the messages they are receiving?” she says.

“Today’s attention span has shortened dramatically. Because of that, it’s important that your message be clear and on-the-spot.”

-Cole Buergi, senior account executive,

Leonard & Finco Public Relations

Even before figuring out who your target is, though, you need to think of who it isn’t. “The universe of who you can go after is larger than who you can afford to go after,” VanDen Heuvel adds.

Too many businesses don’t discern who not to go after, he says. They don’t narrow their focus enough, or they narrow it and then expand afterward. “They say, ‘There are 13 types of customers we are going after.’ Well, that’s a lot of types of people. Who’s the most important, which one offers the best for you?” says VanDen Heuvel.

“Businesses don’t take the time to step back and understand where most of their business is coming from, who’s most profitable, and where the real value is. Is it the customer buying small items every week or the one buying large items once a year?” he adds.

Once you’ve got the basic demographic, get into your customers’ minds, Myers says. “Where do they shop, where do they get their information, what are their hobbies, where do they spend their time?”

12 | BBJ DECEMBER 09/JANUARY 10

Sometimes such answers can be found simply by asking customers. “Give them a free candy bar at the register if they tell you what magazines they read, what types of content, publications and groups influence them in their purchases,” VanDen Heuvel says.

Pick any medium (but make it large) After you’ve come up with a composite sketch of your target consumer, it’s time to figure out which form of media best speaks to him or her.

Take a look at the gamut of media out there, Myers says. “Are (your customers) still reading newspapers and magazines? Do they read more online?

Do they listen to radio, do they watch (traditional) TV with commercials?”

Many more options for reaching your target market exist today than did 25 years ago – Web sites, social networking, podcasts, online ads, pay-per-click ads, blogs, Twitter, text-messaging, to name a few. E-newsletters, social media and social networking tools are all huge areas of growth in marketing, Myers says.

“The overriding (message) is that there are more choices in terms of what can be done,” Myers concludes.

“Ten years ago people would have a Web presence or a Web page, but now they to establish their brand personality and create a Web site that will match the personality of the brand,” Myers says.

Many image and branding firms do their own audience analytics without sticking cameras all over tarnation. Infusion and Leonard & Finco, for example, use traffic reports to count how many people visit their clients’ sites, view their offerings or click on online ads.

Myers points out that for many households these days, TV commercials don’t exist, thanks to the DVR (digital video recorder) that allows users to skip over them.

In many cases, the best commercial is word of mouth. Case in point: One of Myers’ friends posted on a social networking site that she was trying to decide what kind of camera to buy. “I wrote back, posted a link to the camera we just bought and said ‘Check it out,’” Myers says.

That’s an example of viral marketing – ‘word of mouth’ – spread from customer to customer via an electronic medium. Myers liked her camera, so she told a friend. (And by default, probably all 5,000 of her friend’s friends.)

Measuring what you’re getting for your advertising buck

Setting up a special toll-free number or a distinct Web address for the purpose of measuring traffic generated by one campaign isn’t unusual, either.

But not everything in marketing has gone the way of the pixel. WS Packaging relies on tangible components like labels and wraps to engage and even track its customers.

Special promotions like sweepstakes, scratch-off games and coupons can help raise awareness of and draw attention to a product. They can even promote brand loyalty in the face of price competition from house brands, says Mark Moorhead, director of marketing for WS Packaging.

Audience analytics a big success at Chamber social media event Some things are hard to measure – love, happiness and affection, just to name a few. But consumer attention? Measuring that has just gotten a lot easier, thanks to a technology that Cineviz offers to its clients.

“Are people actually looking at our video, poster, etc.? Should we continue to do what we are doing?

How can we improve? Is this the best spot for my display? I think we know our audience, but is our display engaging people? Are more males or females viewing our content? What is the age group?

When should we update or change our display?”

These are just some of the questions anyone who’s ever placed an ad for their business or tacked up a poster to promote their church picnic asks.

But wonder no longer. Cineviz’s audience analytic technology was on the alert and in motion in August at the Chamber’s “Be a Social Media Rockstar” event held at St. Norbert College.

Social Media Rock Star

Displaying a rundown of the day’s events and presenters, a 46-inch monitor set up in the hotel lobby also had a camera attached to it. It measured audience attention –how many people looked at it and for how long, as well as their approximate age and gender – throughout the day.

Here’s what it found: · 229 people stopped to look at the monitor. · 77 (33.6 percent) were women.

152 of them (66.4 percent) were males. · On average, women looked at the screen for 12 seconds. · On average, men looked at the screen for 16 seconds. · Most people looked at the display from 7 a.m. to 9 a.m. and 11 a.m. to 1 p.m. · About 36 percent (82) of the viewers were over age 55.

The display reached 155 percent of its target market, since 148 people attended the Chamber event and the display drew in 81 additional viewers.

BBJ DECEMBER 09/JANUARY 10 | 13

“The universe of who you can go after is larger than who you can afford to go after.”

-Dana VanDen Heuvel, founder,

Marketing Savant Group

In-store coupons – the kind that usually stick to the product and the customer peels off at the checkout counter – increase sales by increasing the perception of value, according to Moorhead.

“If you’re Procter & Gamble and you’re selling Tide detergent, and next to it is a product branded by Wal-Mart or Target that costs less, you’re going to lose business if people believe it is of similar or the same quality,” Moorhead says. “Coupons (for name brands) can help maintain brand loyalty.”

10 marketing resources worth checking out Brand Sense: Sensory Secrets Behind the Stuff We Buy by Martin Lindstrom and Philip Kotler - coming Feb. 2, 1010 Duct Tape Marketing: The World's Most Practical Small Business Marketing Guide by John Jantsch e-Marketing Intelligence - Transforming Brand and Increasing Sales - Tips and Tricks with Best Practices by Noman Rama Naked Conversations: How Blogs Are Changing the Way Businesses Talk with Customers by Robert Scoble and Shel Israel The New Know: Innovation Powered by Analytics by Thornton May The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly by David Meerman Scott The Next Evolution of Marketing: Connect With Your Customers by Marketing with Meaning by Bob Gilbreath Social Media Marketing: An Hour A Day by Dave Evans and Susan Bratton Social Media 101: Tactics and Tips to Develop Your Business Online by Chris Brogan - coming Feb. 22, 2010 Word of Mouth Marketing: How Smart Companies Get People Talking, Revised Edition by Andy Sernovitz, Guy Kawasaki and Seth Godin 14 | BBJ DECEMBER 09/JANUARY 10

Games and coupons also use a basic form of audience interaction. Customers might not be playing online games based on your brand, but by peeling the coupon off your brand of salad dressing, they’re interacting with your product.

Many of those very same sweepstakes and scratch-off games are going to online versions, Myers says. “The process is still the same in terms of the way it’s done but there are a lot more choices now.”

Direct mail: Junk or gem?

Phil Brown, senior vice president of marketing with RR Donnelley’s Response Marketing Services Division, says that for every dollar a business spends on effective direct-mail marketing, it makes $12 to $16.

He calls it the most cost-effective and the most trackable way to get your message across.

“Conventional media that takes a broad-based approach can be very expensive, and you can’t directly tie the dollar that the radio ad got you into the store,” Brown says. “With direct mail, you can target and it allows you to weed those people out who are not likely to be good prospects.”

Direct-mail marketers have faced roadblocks in recent years, as digital media consumes more of its market’s attention span and more people sign up to be taken off junk mail lists.

But smart companies figure out how to target only the people who might have an interest in their product. For example, a landscaping company might get a better postal rate by blanketing an entire Zip code with mailings, but if many of its recipients live in apartment buildings or on farms, it’s advertising money wasted.

No matter how businesses set about attracting customers, keeping the customer in mind is still No. 1.

“It’s vital to understand what your audience is looking for,” Buergi says.

“Find out what your target market wants and provide the services they need, and then go out and research the necessary methods.”

W

W

ooing, owing and inning

customers With businesses scrutinizing their bottom lines, it’s no wonder that lingering martini lunches are about as rare as the unlimited entertainment accounts that used to pay for them. But has all customer wooing at trade shows, golf outings and lunches fallen to the wayside?

Definitely not. What has changed is that most local businesses have scaled back – and/or gotten creative about – acquiring and keeping customers. And the ways they show appreciation have gotten more personal. “The face of business entertainment has really evolved. Our clients don’t expect or want lavish treatment and, like everyone else these days, their schedules are packed…they don’t want to spend an evening away from their family to go to a social dinner,” says Susan Finco, Leonard and Finco Public Relations.

Most of us have heard the statistic thrown around that it can cost upwards of 10 times to gain a new customer than to keep an existing one. And with everyone living more lean and mean, attracting new customers is no simple exercise, either. That said, budgets rule supreme in figuring out how to prioritize customer attraction and retention activities.

• Trade shows. Nicole Marchand of Radisson Hotel and Conference Center in Green Bay acknowledges the economy has forced them to evaluate attendance at trade shows. “We are focusing on what will bring in business. There are some shows like Meeting Professionals International (MPI) that we will continue to attend because they are critical, but it is likely that we will cut back on some,” says Marchand.

“The key for us is getting business planners onsite to show them what it is like to be here,” she adds.

• Free “samples.” New customer acquisitions have always figured prominently in the Radisson business model, and the complimentary “familiarization stay” at the hotel remains part of that process.

At Hinterland Restaurant and Brewery, Owner Bill Tressler is likely to thank repeat customers with not only a warm welcome, but also a free refreshment. “We pay particular attention to our supporters and are more inclined to send a complimentary drink to a regular customer.

We are conscious of their support,” he says.

• Tickets to popular events – and that’s not just the Packers. Dennis Garrity, Events USA, has felt the impact of corporate customers scaling back on their business entertainment. Given that he is a provider of skyboxes and client recognition parties, he’s had to soften some prices in response. “We’ve negotiated better deals with hotels since their occupancy is down, football tickets are cheaper now and we have cut out some margins for good long-standing customers,” says Garrity. Indeed, for Garrity the key is to cater to existing clientele with specials. That means cutting down on some overhead, largely through a reduction in advertising he sees as less than successful.

“We try to show appreciation by looking for things they enjoy,” says Finco, of her clientele. "For instance, if they’re big Packers fans, we invite them to the Chamber’s Welcome Back Packers Luncheon."

Jeff Bassindale, DFI, often shares his personal Packers season tickets with customers so they can enjoy a game at Lambeau. “We don’t BBJ DECEMBER 09/JANUARY 10 | 15

Nicole Marchand of the Radisson Hotel and Conference Center continues to offer a "familiarization stay" at the hotel as a means of wooing customers.

entertain too much, but good customers and prospects need to know you appreciate their business and time,” he says.

• Just desserts. Tanya Atkinson, sales, NBC26 and MYNEW32, stretches a smaller entertainment budget for client lunches and entertainment by meeting at a coffee shop for a late afternoon pick-me-up instead of a full-fledged meal.

• Gifts tailored to a customer’s interests. “We have the benefit of being to trade out gifts for advertising, so we will do holiday gifts this year,” says Atkinson.

Leonard & Finco Public Relations may purchase a gift card to a store they know a client likes or even make a donation to a charity the client supports. “Showing appreciation is never out of style and there are ways to entertain in an affordable manner,” says Finco.

Don’t hesitate to join in the fun if it’s a shared interest. Bassindale has had many client relationships turn into friendships over shared outings of fishing, hunting and golfing.

Susan Finco, Leonard & Finco Public Relations

Sometimes, it’s just a matter of knowing you’re thinking of them.

When Bassindale is traveling, he might pick up a local favorite treat to share with customers. Whether it’s See’s Candies or Kringles, it’s the thought that counts.

• A relaxing outing. Instead of tackling a full day outing, some companies are opting for smaller “excursions,” enjoying a group cruise on the Foxy Lady or a visit to the Green Bay Botanical Garden. “Once a year, my husband’s business takes clients out for a cruise on the Foxy Lady,” says Atkinson. “[It makes for a] great captive audience, and it’s surprising how many people have never been on the Bay.”

16 | BBJ DECEMBER 09/JANUARY 10

Brenda Krainik, Greater Green Bay Convention & Visitors Bureau

When you stop to think about it, the Green Bay area is bursting with draws that many of us know about – but haven’t taken the time to visit or enjoy. What Brenda Krainik and the staff at the Greater Green Bay Convention & Visitors Bureau does with clients outside the area can also apply to those of us who live here. Consider an outing to a Bullfrogs, Gamblers, Phoenix or Blizzard game.

“This is an inexpensive way to entertain AND show off our facilities,” says Krainik, director of marketing. “It gives them a real feel for the venue, and they can imagine what their event would look like.”

When the bureau hosts travel writers from across the country, their main goal is to show them the sites that make Green Bay unique.

Consider a get-together at a local winery or the National Railroad Museum, NEW Zoo, Heritage Hill, Green Bay Botanical Garden, Oneida Nation Museum or Neville Public Museum. Many of these destinations offer venues for small groups. burnham richards has hosted several client events called “bar elevations” as a thank you and relaxed way to let their clients interact.

A recent one was open to clients, friends and more with the intent of raising money for the House of Hope. They asked attendees to bring donations in the form of supplies. And every time they tipped the bar staff (burnham richards staff), the money benefited the charity. “It felt like the right thing to do given the economy and an overall refocus on the important things in life,” says David Richards, creative director.

David Richards, burnham richards

Ways to woo customers on a budget • Send small birthday presents.

Depending on your industry, you could send a coupon or special offer that’s applicable to your business (if you’re in hospitality or retail) OR to a store you know your clients love.

• Present customers with handmade delectables - fudge, cookies, etc.

• Handwrite personal thank you notes • Sports events are always popular – IF the customer enjoys sports. If not, steer clear.

Consider buying tickets at reputable online auctions as an alternative to paying full price.

• Meals are a mainstay of business entertainment. Be conscious of any client eating restrictions/special needs.

Take all business meetings at lunch – it’s less costly and clients are less likely to order alcohol.

• Offer a lunch learning event at your workplace for multiple clients. Tie in an educational component and rein in costs with a catering package.

• Golf. There’s a reason it’s still on the radar. It’s a client-friendly activity that allows for lots of interaction. Many golf courses are offering incentives including purchasing rounds in advance/in bulk.

• Host an event at your own home or backyard or a local clubhouse.

• Theater. Take full advantage of each intermission.

• Relaxation. A light lunch and massage at the spa can go a long way.

• Entertain in groups. Invite multiple potential or existing clients to one event, such as a boat ride.

Bill Tressler, Hinterland Rsetaurant and Brewery, finds that complimentary drinks can go a long way with a regular customer.

• Swing sticks. Yes, golf remains a mainstay of networking, probably ranking second only to a good meal. Golf offers an ideal way to enjoy the relatively short-lived summer season in Wisconsin and establish camaraderie with clients. Why has its popularity endured? Probably because no other sport provides a quiet and beautiful setting for developing professional relationships.

Steve Van Remortel of SM Advisors, Inc., uses golf as one form of business entertainment. It gives him and the client a chance to get to know each other in a more relaxed and fun environment.

“It helps develop a deeper relationship,” he says. “You get to see another side of a person that you might not get to see if you never get out of the office.”

A word of advice: Van Remortel suggests forming a foursome in a golf scramble with clients or prospective clients. “You can build a stronger sense of team competing with other foursomes,” he says.

BBJ DECEMBER 09/JANUARY 10 | 17

Drug Alliance motivated to change cultural views Jennifer Hogeland TEXT josh beaton PHOTOGRAPHY

“We can’t have the attitude, ‘It’s Wisconsin, it’s what we do.’”

That statement by Mark Hoefs, vice president – commercial lender at Bank Mutual in Green Bay summarizes what the Partners in Education Drug Alliance and the community need to zero in on when it comes to underage drinking. Fortunately, Hoefs and his peers on the Drug Alliance through the Green Bay Area Chamber of Commerce have some focused resources to tackle the attitude that permeates our culture.

These initiatives are designed to influence cultural shifts – to work on transforming youths’ surroundings rather than focusing exclusively on the youth and how they respond to the world around them. They were created with input from a study conducted by the Bay Area Community Council (BACC). The Drug Alliance partnered with the BACC to identify alcohol and drug problems in Brown County and to outline possible solutions.

These results, in a white paper form, are anticipated to be presented in early 2010 by the BACC.

The Drug Alliance is not a new program. This community-wide partnership of parents, educators, students, law enforcement officials, businesses, agency representatives and others was established nearly 20 years ago within the Green Bay Area Public School District. Its intent was to encourage children to make positive decisions while educating adults to be a positive influence with respect to drugs and alcohol. That focus has remained since the organization was brought under the Green Bay Area Chamber of Commerce umbrella five years ago.

“We can tell kids no until we’re blue in the face, but if what they see is acceptable in the community doesn’t change, they won’t change, either.”

-Rebecca Deschane, program manager,

Drug Alliance

For the past 10 years, the Drug Alliance was funded under the Drug Free Communities grant, but eligibility maxed out in September. The Drug Alliance, representing Brown County, was one of 20 communities in Wisconsin to receive funding from the Strategic Prevention Framework - State Incentive Grant this past year. The grant, administered by the Wisconsin Department of Health Services, identifies three priority areas in Wisconsin: 1) underage drinking, 2) young adult binge drinking, and 3) alcohol related motor vehicle crashes. Because of the work Partners in Education does with the 10 area school districts to help youth, the Drug Alliance chose to focus on underage drinking. More specifically, to change the environment that supports underage drinking.

They’re going about this with a four-pronged effort: • Establish a check list of alcohol industry standards for display and promotion to reduce youth exposure to alcohol advertising (promotion) • Create and establish social host ordinances in area municipalities (perceived risk) • Create an assessment/treatment course offered to first-time UAD offenders as part of their fine (enforcement and adjudication) • Strengthen co-curricular policies of area school districts (low perceived risk) 18 | BBJ DECEMBER 09/JANUARY 10

“It’s (the Drug Alliance’s focus) is a slightly new focus; we’ve been working on it for some time but the grant put it in a different light. It’s a very natural transition for us,” says Patrick Ryan, program director at Libertas Treatment Center and president of the Drug Alliance.

Building on “just say no” The Drug Alliance continues to wholeheartedly support teaching kids how to say no and resist peer pressure and providing them with options.

It will continue to provide funding toward high schools’ post-prom parties, graduation night celebrations and the U.S. Bank New Year’s Eve celebration, all of which provide alcohol-free options for students. Much of what has been done in the school setting has focused, rightfully so, on the youth themselves. And all of the area high schools have Parent Networks, through which parents get involved in addressing issues including underage drinking. To that end, the Drug Alliance has aligned itself with these Parent Networks and works closely with them.

“We have worked with our parent networks, doing presentations and working with some other outlets with respect to how alcohol is promoted,” says Rebecca Deschane, program manager for the Drug Alliance.

Now, the Drug Alliance is focused on encouraging parents to become more engaged with parent networks and to share expectations, parent to parent, about not allowing kids to have underage parties and holding the kids accountable.

Deschane reiterates that it’s illegal to provide alcohol to a teenager other than your own child; there is no immunity if an adult does so. In 2009, the Drug Alliance promoted the “Parents Who Host Lose the Most” campaign through flyers, handouts and cards to the parents of seniors to remind them of this liability. This year, they’ll be stepping up efforts so that all the schools in the 10 area school districts have access to them. They’re also focused on getting parent networks to encourage policy changes to make parents more accountable and responsible and to strengthen school policy with regard to alcohol and drug use.

Reducing access, availability and acceptance The Drug Alliance is making a focused effort to change the environment in which we live. “We are moving away from strictly being the creators of activities but to find ways to influence environmental change,” says Daniel Larson, president of Com-Video Productions of De Pere and past president of the Drug Alliance.

Stats worth considering “Knowledge is powerful,” says Mark Hoefs, vice president – commercial lender at Bank Mutual and Drug Alliance executive board member. “I think the education community and the business community need to understand what kids are facing on a day-to-day basis.”

There’s much more involved to teenage alcohol use than simply taking the keys away…

• Adolescents who drink before age 15 are four times more likely to become an alcoholic than those who wait until they are 21.

• The age when drinking starts affects future drinking problems. For each year the start of drinking is delayed, the risk of later alcohol dependence is reduced by 14 percent.

• Drinking to intoxication can negate as much as 14 days of training effect.

• Adolescents who drink are more likely to engage in risky sexual activities.

This may take the form of ensuring billboards promoting alcohol products aren’t located near areas children congregate. Or it could mean changing the way wine sampling in a store is performed - instead of sampling at the end of a cereal aisle, where kids are apt to be, keeping the taste testing in the spirits department. “It’s about asking how do we as a community OK the use of alcohol around kids? How do we change that environment?” says Deschane.

“Research shows that when a community comes together – business, legal, social services, police and others – we can have a broader impact,” says Deschane. “We can tell kids no until we’re blue in the face, but if what they see is acceptable in the community doesn’t change, they won’t change, either.’”

P

Companies like Dean Distributing and DuBois Formalwear are just two businesses working collaboratively with the Drug Alliance. DuBois Formalwear has been involved from an educational and financial stance; the company has provided monetary support to Drug Alliance events, is active in the Mr. Titletown Prom Fashion Show hosted by the Drug Alliance and distributes info tags on all prom tuxes that detail why underage drinking is illegal and the ramifications of it. Dean Distributing, which has alcoholic beverages among its offerings, has met with the Drug Alliance regarding youth exposure to alcohol advertising. They’ve agreed to do public service anARTNERS IN nouncements and billboards at prom and graduation time encouraging teens to be responsible. “They have worked with us to find a common ground,” says Deschane.

EDUCATION

On the business forefront While there are organizations and entities that tend DRUG ALLIANCE to be on the “front lines” involved with the problem, getting all businesses involved is a must as well, she “It’s very natural for treatment providers and law enforceadds. The Drug Alliance has had excellent media support from the ment to be involved, but what about business? What are your policies likes of the Green Bay Press-Gazette in providing media advocacy, regarding alcohol and drug use? Businesses also have an opportunity to for example. encourage positive behaviors, such as family dinner night, that figure into youth’s aptness to experiment with alcohol and drugs,” says Deschane.

With the support of business partners, the Drug Alliance coordinates events throughout the year to provide safe alternatives for teens, to present educational opportunities for families and to raise awareness of drug and alcohol use in the community.

Annual events include: • Great Paper Airplane Toss • October Chemical Awareness Month • US Bank New Year’s Eve celebration • Safe Prom Campaign/Prom Night Parties • Safe and Sober Grad Night Celebrations • Mr. Titletown Competition – Formalwear Fashion Show

“Businesses can support parents and their attempts to talk to their children about the responsibilities of not using alcohol underage,” she adds.

Company policies on drinking alcohol can also be reassessed. “There are ways businesses can approach alcohol policies at company functions that set the perception and standards for how it should be used responsibly,” says Larson.

The Drug Alliance offers free presentations and materials for businesses, parents, schools, community organizations and more. Contact Deschane at 920.593.3406 or rdeschane@titletown.org for more information.

BBJ DECEMBER 09/JANUARY 10 | 19

SPOTLIGHT ON THE ARTS TEXT Katie Stilp PHOTOGRAPHY SUBMITTED

Winterfest On Broadway: Thinking outside the block That familiar Wisconsin chill is back in the air. While most people want to escape the cold, there’s one event in Green Bay that brings out the best in winter: Winterfest On Broadway.

This event brings together a number of forms of art, ranging from children’s activities to a chili cookoff and, of course, the Amateur and Advanced Husqvarna Ice Sculpting Contests. It’s these magical ice sculptures that tend to attract a crowd – and have since they were added to the Winterfest docket of draws in 2004.

For this year’s event, the Broadway businesses in front of whom the ice sculptors work their magic are being teamed with the sculptors. Each sculptor is tasked with creating a unique sculpture that represents the business, says Jessica Maass, events manager, On Broadway, Inc., the nonprofit organization that puts on the event.

Cathleen Gallagher is a member of the Winterfest planning committee who has participated in the advanced ice sculpting contest since 2004. Gallagher has been interested in ice sculpting ever since she was a child and, along with her brothers and sisters, began 20 | BBJ DECEMBER 09/JANUARY 10

competing in contests about 15 years ago. Although no one in her family is trained in the art of carving, Gallagher says that as they compete, they become better. “It’s just something we do it as a hobby for fun every year to escape winter,” Gallagher says.

She and several other familiar faces – sometimes wrapped behind scarves and hats – pop up each year to participate in Winterfest’s Amateur and Advanced Husqvarna Ice Sculpting Contest event. The first and foremost decision is theme – Gallagher has carved everything from a glass slipper to a giraffe. Upon learning the year’s theme, Gallagher spends about a month planning her design. Often, she’ll go so far as to create a foam prototype so she can determine which cuts to make first on the day of the event. The planning before the event is crucial – Gallagher goes so far as to anticipate the order in which she will make key cuts in the ice to ensure it takes the form she wants it to. And if it doesn’t? She always comes armed with a back-up design plan.

"To watch a block of ice be turned into a bear trying to climb a tree to get a honeycomb is amazing."

-Jessica Maass, events manager, On Broadway, Inc. Then, it’s about sizing the block of ice. “Beginning ice carvers think ‘OK I’m just going to chisel down in that one piece of 3 feet by 2 feet,’ but when you get better you think, ‘How can I cut this 3 feet by 2 feet to make it actually 2 feet by 4 feet?’” Gallagher says.

This year's event will take place Saturday, Jan. 30, from 11 a.m. to 8 p.m. in the Broadway District in downtown Green Bay.

The process of how to carve the theme from what’s the equivalent of a large ice cube is called “going outside of the block,” says Gallagher, and includes cutting and welding pieces together to make the sculpture bigger. “That’s what a good ice carver does,” she says. “That person doesn’t stay inside of the block.”

On the day of the event, each sculptor begins with a 40” by 20” by 10” block, which Gallagher says is about 300 pounds and costs between $50 and $100 to make. The artist then lays out her tools – advanced sculptors typically use a chainsaw, chisel and a shaver. Gallagher begins with the chainsaw for the big cuts, then moves onto the chisel and finishes with a dremel tool, which makes very precise cuts.

The carvers work from 11 a.m. to 4 p.m. on the sidewalks of Broadway.

Then, advanced sculptors and artists from the area not participating in the contest evaluate the sculptures. Each is judged on criteria in three categories. In the artistic category, sculptors are judged on the first impression, creativity/uniqueness, how well the sculpture portrays the theme and artistic merit. In the technical category, sculptors are awarded points on the degree of difficulty, how proportionate it is and if the full block is used and attention to detail. In the deduction category, judges can deduct up to 10 points if props are used.

Amateur and advanced sculptors are judged using the same criteria. The only differences between amateur and advanced sculptors are the tools they can use and their experience. Gallagher says to be in the advanced category, you have to have placed first, second or third in any ice carving competition in the state.

Anyone can sign up to be an amateur carver. They will need to bring their own tools but can not use power tools. “I always encourage people that they shouldn’t not do something because they don’t know how to,” Gallagher says. “All you need is a chisel and a shaver and [the desire to] chip away to make anything.”

Winners are announced at 5 p.m. during the awards reception, which also honors the winner of the cook-off. There is also a silent auction and a raffle.

Maass encourages everyone to check out the event and enjoy the downtown area. “To watch a block of ice be turned into a bear trying to climb a tree to get a honeycomb is amazing,” Maass says. “We also light up the sculptures that night so it’s a really cool thing to see.”

This year’s event will take place Saturday, Jan. 30, from 11 a.m. to 8 p.m. in the Broadway District in downtown Green Bay. For more details, visit winterfestonbroadway.com or call 437.2531.

After the ice sculptures are finished, they're uplit with colorful lights to make them glow.

BBJ DECEMBER 09/JANUARY 10 | 21

HEALTH HINTS TEXT Randy connour, Healthy Lifestyles Cooperative REVIEWED

BY PERSON, COMPANY

Cooperative introduces

“Healthy Lifestyles Fitness” Not by chance. By intention.

enjoy coordinating energizing events. The champs act as liaisons between the Co-op and their employees to ensure information reaches employees’ homes so they can take action. A key feature includes the bimonthly champ meetings, during which champs from all member companies share ideas about what is working and what’s not.

New for 2010 is the addition of fitness incentive Sonic Boom and its stateof-the-art program using an accelerometer (a “high tech” wireless pedometer) to accurately measure walking and running steps, time spent exercising and calories expended. Results are tracked on a person’s own Web site, and rewards like iPods and gift cards are included as part of the program.

For the first time, the Healthy Lifestyles Cooperative is offering its cost-effective, tested and integrated health and fitness programming to employers who are not part of the Co-op’s health insurance coverage.

We’ve had numerous requests from employers to allow them to purchase these services. We believe this is an exciting next step in our efforts to stimulate healthier lifestyles in Northeastern Wisconsin. We have believed, since our inception in 2006, that the main health cost component we can best control is ourselves. By constantly improving our fitness and overall health, we can significantly reduce the dysfunctional – and unsustainable – “sick care” cost trend.

The program, called Healthy Lifestyles Fitness, features all the health and fitness programs and support that Co-op members receive. And this effective, tested program is available as a stand-alone service offering – enrollment in our insurance plan is not a requirement.

Fitness is a critical component to health. Statistics show that fit employees have 25 percent more energy and productivity and their decision-making improves by 70 percent with significantly greater accuracy. Study data also shows that an integrated fitness-centered program like Healthy Lifestyles Fitness pays for itself several times over BUT only if the CEO is committed to the program’s success. If the CEO is committed to personal fitness and to an all-encompassing fitness program designed to drive engagement, the company can reduce insurance costs (or at least the trend).

Healthy Lifestyles Fitness provides health risk assessments for participants that measure blood pressure, body fat percentage, cholesterol and blood sugar, followed by one-to-one feedback session with a health/fitness professional to create a personal health improvement plan aimed at reducing identified risks.

Participants in the program also designate champs to participate in the Champ network, comprised of fitness-driven employees who 22 | BBJ DECEMBER 09/JANUARY 10

If you’re interested in learning if Healthy Lifestyles Fitness makes sense for your company, contact me at 920-593-3426.

Current Co-op participants weigh in “First, we added a carrot and a stick. VSI would increase the portion it pays toward monthly health insurance premiums for those who achieved their Sonic Boom goals and would reduce its portion for those who didn’t. We created some internal challenges and offered low-cost prizes and awards to further bolster the efforts. Today our employees are asking for more; more healthy activities, more challenges and more rewards.

“The negativity associated with the recessionary environment has been replaced by camaraderie, great employee morale and teamwork that is better than ever. These benefits greatly outweigh the added benefit of smaller increases in future health care costs.”

– Bob Arnold, CEO, VSI, Green Bay, Co-op pool 2 member “Participating in the Healthy Lifestyles Cooperative really is the thing that turned our organization on a ‘dime.’…Employees realized they have control – they realized that taking steps toward the goal of being healthier helps everyone. In our first year, over 70 percent of our staff got more active. In the second year, getting active really caught on! We continued with the fitness and health assessments and introduced a reimbursement program for health clubs. Our employees formed a volleyball team and a 12-week group for ‘Zumba’ with the guidance of our Champ. People talk bout the classes they take online. They discuss how they are lowering their own cholesterol and trimming those excess pounds. Daily, people talk about their workout routine…and our employee group actively supports each other in various goals.” – Mike Degrand, CEO, Harbor Credit Union, Green Bay, Co-op pool 2 member

BOOK REVIEW REVIEWED BY Caroline Haskin, BROWN COUNTY LIBRARY

Not Everyone Gets a Trophy How to Manage Generation Y

AUTHOR Bruce Tulgan

PUBLISHER Jossey-Bass, 2009

Generation Y, sometimes called Millennials or Echo Boomers, is the latest generation reaching maturity and entering the workforce in large numbers. Managers seem to have lots of stories about what it’s like to work with this new generation, and in his new book, author Bruce Tulgan shares insights and strategies in dealing with Gen Y employees.

While there is no official definition of who belongs to Generation Y, Tulgan says most experts typically use the timeframe of the late 1970s to about 1990 to delineate the birth years that include this group. Generally, he points out; they were born during the Reagan years and are the children of baby-boomers. These children have grown up with exposure to a world of prosperity, new technology and what seems like neverending social change.

All of this means that, when it comes to the workplace, Gen Yers often have very different attitudes from baby-boomers. And since many supervisors and managers are baby-boomers, a lack of understanding between these two generations can often lead to frustration and failed expectations on both sides.

According to Tulgan, Gen Yers have very high expectations when it comes to their jobs. They were raised by parents and teachers who emphasized self-esteem, value and individuality, and that attitude has carried over into their adult lives. They are very comfortable with technology and are used to constant change. For them, where they will be in five years is irrelevant; what matters the most is what’s happening now. They have been raised to question authority and see themselves as experts, often to the point of overconfidence. Gen Yers expect a lot of flexibility in their jobs and want to know how work fits into their lives, not the other way around.

On the other hand, members of Generation Y are often very smart and well-educated. When motivated, they can be outstanding workers; the challenge for the manager is to understand what motivates them. As Tulgan points out, if you want high performance from your Gen Y workers, you will need to commit to high-maintenance management.

Tulgan offers several different strategy points for developing a Gen Y management plan. Starting with hiring, it’s important to have an honest recruitment process; avoid a “puffed up” sales pitch. Once hired, make sure that the training program meets their needs and keeps them engaged in their work. And because this generation is often considered to be “overparented,” managers may have to behave like parents at times—

show caring, and give them structure and boundaries.

Because of their high self-esteem and sense of individuality, Gen Yers don’t always see how they fit into a larger organization; teach them context and “this is how we do it here.” Along with that, they often need training in customer service—and the awareness that when they are at work, they are not customers of the employer.

With parents who overscheduled and overparented, Gen Y workers don’t always have a good sense of time management. Make sure to teach them how to set priorities and plan their work day efficiently. Finally, when it comes to workplace basics, don’t assume they already know the rules. Be sure to tell them, even if it’s as simple as coming to work on time.

Written in an easy, accessible style, "Not Everyone Gets a Trophy" provides clear, upbeat coaching on how to get the best performance from Gen Y employees. Many of the insights and strategies can be adapted for a broader group of workers as well.

Additional titles available at the

Brown County Library

n Leading With Kindness: How Good People Consistently Get Superior Results William F. Baker and Michael O’Malley New York: American Management Association, 2008 n The Six Secrets of Change: What the Best Leaders Do to Help Their Organizations Survive and Thrive Michael Fullan San Francisco: Jossey-Bass, 2008 n Clever: Leading Your Smartest, Most Creative People Robert Goffee and Gareth Jones Boston, MA: Harvard Business Press, 2009

BBJ DECEMBER 09/JANUARY 10 | 23

CHAMBER NEWS

24 | BBJ DECEMBER 09/JANUARY 10

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Wendy Willems of Quick Signs, a Chamber ambassador, was one of 100 volunteers who thanked more than 4,000 area educators on Golden Apple Kickoff Day. Here, she thanks Ann Mathu, a past Golden Apple recipient at Franklin Middle School.

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Peggy and Charles Schroeder, center, perform a ribbon cutting as part of Schroeder Flowers’ 110th anniversary festivities on Saturday, Oct. 3.

Andy Litinsky, Trump Productions, addressed more than 400 people at the Green Bay Area Chamber’s annual meeting on Oct. 19. He shared insights on what it’s like to work for “The Donald” as well as business acumen.

Rasmussen College hosted Chamber members for a Business After Hours in October.

Pictured here are Juliana Klocek, director of campus operations and Michelle Keyser, marketing manager at the Rasmussen College’s Florida campus.

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Kristi and Steve Nooyen (center) celebrated the ribbon cutting at Home Instead Senior Care with Paul Jadin, Mayor Jim Schmitt, Ashwaubenon Village President Mike Aubinger and others on Thursday, Oct. 1.

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GO TO www.titletown.org FOR THE LATEST UPDATES IN CHAMBER NEWS AND EVENTS

Judy Krueger, Jo Ashenbrenner, Dale Rauwerdink and Laura Hasenjager of Travel Leaders celebrate their company’s new name at their Green Bay office’s ribbon cutting on Monday, Oct. 26.

Are you missing out on

Smart Business Savings?

If you’re not taking advantage of the Smart Business Savings discounts available as an exclusive benefit of membership, you’re missing out.

Last year, more than 800 Chamber members saved more than $1.8 million.

Average savings included:

• Cellcom – $351

(average of 20% savings)

• Office Depot –$333

• AT&T/landline business phone - $370

• Integrys Energy Services natural gas - $700

• Associated Merchant Card Services - $1,100

• Healthy Lifestyles Cooperative - $11,000

Find out more!

Learn about all the Smart Business Savings at the

Business After Hours Wednesday, Jan. 13

Business Assistance Center, 2700 Larsen Rd., Green Bay We’ll have promotional info available from company representatives, great networking, refreshments and door prizes.

Invest a little time for big savings – call 437-8704 to register today.

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Green Bay Area Chamber of Commerce P.O. Box 1660 300 N. Broadway, Ste. 3A Green Bay, WI 54305-1660

turn business costs into business-class.