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Wichita Business Journal; Wichita businesses find giving back can be the best gift for their clients

December 21, 2012

Wichita Business Journal
Daniel McCoy

Wichita businesses find giving back can be the best gift for their clients

It’s that time of year when offices throughout Wichita are filled with holiday greeting cards and gifts big and small from customers and vendors.

But some Wichita businesses have seized the opportunity to support a good cause, have a little fun or both.

For nearly two decades, Greteman Group has rolled out a campaign around Christmas in which it donates money on behalf of its clients to a charitable cause.

This year’s campaign, the “Gift of Lift,” supports the Aviation Green Alliance program of the Lindbergh Foundation, which focuses on eco-friendly innovation in the aerospace industry.

But Greteman, which makes its money being creative, also took the opportunity to get the creative juices of its clients flowing.

Along with a card announcing the donation made on their behalf, clients get a kit of pre-cut cardboard parts that allows recipients to make their own flying machines.

They can then upload photos of their creations to a special website, and there anyone can vote on their favorites.

Don’t expect the creative types at Greteman to go down without a fight. Around the agency’s Wichita office are all sorts of creations made from the kits, including a few Star Wars-inspired craft and a replica of the Mars rover that employees Landon Barton and Seth Duncan built using two kits — plus the box one of them came in.

“We’re super-nerds,” Barton says.

Sonia Greteman, president and creative director at Greteman Group, says the campaign has been well received and fits with the agency’s efforts to win work with the aviation industry.

“It’s so much fun. Our clients have really gotten into it,” Greteman says. “But it also helps the community. They really like seeing a charity being supported. It’s got legs beyond just being fun.”

Inspired to give back

The law firm Morris, Laing, Evans, Brock and Kennedy, Chartered, is in its second year of offering a charitable donation on behalf of clients.

Last year’s donations were given to the Kansas Food Bank.

This year, inspired by some employees’ battles with breast cancer, the money is going to the Susan G. Komen Foundation, says attorney and marketing director Cameron Michaud.

“It’s been really well received,” Michaud says. “Clients write us back to say thanks. We just wanted to do something to give back. People seem to have really appreciated that.”


Holiday Greetings That Stand Out

In December, our center-of-the-U.S.-based agency bustles like the North Pole. Designers and writers wrapping up last-minute ecards. Production staff overseeing 3-D mailers coming off the press. Account executives making lists and checking them twice.

You, no doubt, have already begun receiving holiday wishes in every conceivable form. As they cross your desk – or computer – or smartphone, think about those that cause you to pause. That warrant a bit more of your attention. What makes you choose those you display, forward to others, share on Facebook, slip into your briefcase to take home – or toss into the trash?

Forbes Insights reports that when advertising manages to capture our attention, 67% of the time, humor is the spark. Good design follows close behind at 50%. Being thought provoking grabs 33%. If it strikes an emotional cord, that gets another 19%. All these prompts have something in common; they engage us. By making us laugh, think, feel.

In our two+ decades of holiday giving and getting, we’ve always viewed this season as about people not presents. Our tradition is to make a substantive donation on clients’ behalf and then send a gift that serves as a symbol of the contribution. Through the years, that’s led to everything from foot-long sparklers (that clients said they lit on New Year’s Eve 1999) to an interactive website where clients tapped into free wellness resources. Campaigns seek to inspire people to Light the Night, Feed the Need, Mold a Mind, Spark a Star, Build a Bird, and more. Contributions have assisted the arts and animals, the homeless and hungry, kids and seniors.

Gift of Lift

This year’s recipient of Greteman Group’s giving: Aviation Green, a Lindbergh Foundation initiative. By raising awareness of earth-friendly technological advances, we hope to inspire even more. Our holiday wish for all – a vibrant, vital earth in balance. A world where expanded thinking shrinks challenges. Where the best and brightest elevate us all. Rising up with new ideas. Seeking and seeing possibilities that draw us ever forward.

Mailboxes around the world have been receiving enticing three-dimensional mailers that contain everything needed to create a flying machine – wings, stabilizers, fuselages, propellers, engines. Recipients can create a modest bird or something magical. Aviation inspires the graphical elements – flight charts, runway directional signage, even 1960s-era Pucci-designed stewardess uniforms. While only clients and friends of the agency receive the mailer, anyone can view and rank the creations on our online gallery.

Messages That Move You

Signature Flight Support’s playful, jingly animated holiday greetings will have you dancing as you watch. Simple, stylized graphics in Signature’s newly expanded color palette can be seen out an aircraft passenger window, creating a sense of movement and global range as you watch iconic airports pass by. They represent the five continents with Signature locations. And places you really, really want to be. Pack your sleigh and head out. The world’s calling and Signature’s your perfect portal.

Shake It Up

Bombardier Business Aircraft goes classic with a snow-globe, trifold card. The three-dimensional mailer opens to reveal Bombardier’s joy-inspiring family of aircraft. Each section holds a suspended aircraft representing the Global, Challenger and Learjet brands. Its freestanding nature invites you to display the greeting prominently. We’re betting recipients do. Wouldn’t you?

Peace and Joy

Take a moment to assess the season’s greetings you receive. To consider which ecards you share with friends. Which mailers you tuck away to read again. Memorable holiday greetings incorporate a bit of ourselves, serving as windows into who we are. Illustrating what propels us. And spurs us to seize the gifts of the day.

*This article originally appeared in the December 20 issue of BlueSky Business Aviation News.


Greteman Group Holiday Gift Takes Flight

Clients and friends of Greteman Group may not be getting much work done today. Chances are they’re playing instead.

Holiday mailers from the Wichita-based marketing communications agency ought to be hitting about now. Mailboxes will sport an enticing three-dimensional mailer that contains everything needed to create a flying machine – wings, stabilizers, fuselages, propellers, engines. Recipients can create a modest bird or something magical. Aviation inspires the graphical elements – flight charts, runway directional signage, even 1960s-era Pucci-designed stewardess uniforms.

While only clients and friends of the agency receive the mailer, anyone can view and rank the creations. The agency’s encouraging people to post their inventions on a dedicated webpage: www.gretemangroup.com/Holiday12

The 23-year-old agency gave big-ticket gifts to its clients the first years it was in business. It didn’t take long for Sonia Greteman, agency president and creative director, to decide there was a better way.

“This will be our 20th year of sending out creative well wishes backed by charitable giving,” says Greteman. “Clients love both the symbolic gift and the one we make to a deserving nonprofit. Our team has great fun with this every year. We can’t wait to see all the fantastical birds and flying machines people come up with – and who gets the most votes.”

This year’s Gift of Lift campaign benefits the Lindbergh Foundation’s Aviation Green initiative. By raising awareness of past earth-friendly technological advances, the agency hopes to inspire even more. Lindbergh Foundation Chairman John Petersen says, “Greteman Group’s generous support advances our efforts tremendously. Everyone wins – most of all, our planet.”

About Aviation Green Charles and Anne Morrow Lindbergh devoted their lives to promoting a healthy balance between technology and the environment. Today, the Lindbergh Foundation and its Aviation Green alliance advance innovations that ease aviation’s environmental footprint. A growing number of leading individuals, companies and organizations are working together for the future of aviation – and our world.


Bombardier Leverages Social Media for Safety

What started 16 years ago as an internal training session has morphed into a business and commercial aviation industry must-attend event, the Bombardier Safety Standdown. More than 500 professionals come together for dedicated knowledge-based training. Bombardier’s global focus has expanded the event beyond the States to Latin America, Europe and Asia. Social media has proven to be a key driver and means to keep connected throughout the year – and the world. The stated goals: “Learn. Apply. Share.” The Standdown’s blog lets attendees share how they’ve implemented new safety training. An attendee survey led to the use of Facebook, Twitter and LinkedIn to expand interactions with both past and prospective Standdowners. A plus for safety. And Bombardier’s industry leadership.

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A Legend Among Pilots, A Giant Among Marketers

Just days before NBAA, the business aviation community lost 95-year-old legend Al Ueltschi. Sonia’s tribute ran in Blue Sky Business Aviation News. You can also read it here. The entire industry mourned the passing of legendary FlightSafety founder A.L. Ueltschi. A commemorative book gave guests to the FlightSafety NBAA booth a way to leave a handwritten note to the family of A.L. Ueltschi, while an email address allows anyone to share their thoughts.
al_ueltschi


NBAA: Where Business Aviation Does Business

The Orange County Convention Center once again became the epicenter of business aviation when it hosted the 65th annual NBAA. We give the show a big GG thumbs up – reconnecting with friends in the industry, finding rays of optimism in JetNet iQ’s analysis, participating in two press conferences, watching Mary Matalin and James Carville banter, meeting members of the Tuskegee Airmen, securing new business, seeing new aircraft up close at the static, well, the list’s endless. Check out our images and insights on Facebook.

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Building Relationships Through Tech

Social media has quickly become a go-to method for many B2B and B2C relationships. These fun infographics highlight just how much.

In the past few years, social media usage doubled and daily users quadrupled. Most people now surf the web while they watch TV. It’s interesting to note that 10% go to a TV show’s website while they’re watching the program, reinforcing that committed fans can never get enough. Oh, and almost 30% check out the latest on Facebook while watching TV.

Facebook Continues to Deliver More

Facebook recently announced a full-scale revamping of its “Gifts” initiative, aligning with big retailers including Apple, babyGap, Fab, Brookstone, Dean & Deluca, Starbucks, Lindt, ProFlowers and Random House. Users can send digital or actual physical gifts to other Facebook friends.

This is only available for a select few now, but the rest of us should see it soon. It works like this:

  • Log into Facebook and select the gifts icon. (It will be on the sidebar menu soon.)
  • Buy your friend a gift. Select what you want, add your message and it’s ready to ship – no address needed.
  • Your friend is notified instantly via Facebook. He enters his own shipping info and can swap for a different size, flavor or style before the gift ships. Talk about cutting down on returns. Brilliant.
  • The packaged gift arrives – delivered right to your friend’s door.

Should Your Business Be On Facebook?

Any business can sign up by contacting Facebook here. But should you put your business on Facebook? We get this question a lot. You may not always be able to make a business case for using social media, but most of the time distinctive, branded businesses can, whether that business is B2C or B2B. Consider merchandising.

Let’s be honest, most us love branded stuff, and even have life-long connections to it. I still have the maroon overnight bag that Flying magazine sent every year with my parent’s renewed subscription. My family always traveled with FlightSafety International CREW luggage tags, and I learned to tell time on a Yingling Aviation clock that mimicked an altimeter. You probably have similar experiences.

Facebook, LinkedIn, Twitter, Google+ and the many other variations of social media all revolve around one thing, interaction. Sir Richard Branson said it best when he was asked, “What advice would you give to other company leaders about how to develop a presence on social media?” His response: “Be authentic and organic. It can’t be forced or it won’t work. And most importantly, have fun.”

It’s Good to Have Friends

As we follow new advancements and engagement opportunities in social media, we encourage those who feel they have no place in this dynamic environment to keep your options open. Don’t rule it out. The benefits can be great. You have customers/fans who are actively interested in your brand. Social media gives you another way to build and nurture those relationships.

And remember, two billion people are out there using these social platforms. Now.


All Eyes on Dubai

Business aviation turns its focus to Dubai as the 2012 Middle East Business Aviation event prepares to open. More than 7,000 visitors are projected to attend this show – MEBA’s fifth. The three-day event takes place December 11-13 at a new location, Al Maktoum International Airport – Dubai World Center. The show promises many other firsts – from a first-ever dedicated U.S. Pavilion to the launch of new focus areas: helicopters, business airports and VIP interiors.

Poised for Growth

The last show, in 2010, featured 48 aircraft. This year visitors can check out a static display of 60 business aircraft, some making their premiere in the region. Manufacturers Bombardier, Dassault, Embraer and Gulfstream all plan to showcase their products – seeking to leverage projected business aircraft deliveries in the Middle East and Africa of more than 2,000 aircraft over the next 20 years.

Connecting at Points of Relevance

The Middle East is a place of deep tradition, but it also is a region in rapid transition. Although marketing engagement channels have yet to reach as far and wide as they do in some other developed areas, they do connect with the more affluent as well as a growing percentage of the general population. In this modern, technologically savvy area most universal marketing rules apply. Social media is huge. Environmental concerns resonate. Mobile is taking over. Pop culture influences the increasingly important youth faction. And – as with everywhere – content is king.

Shows such as MEBA offer unrivaled opportunity for the best connection of all: face to face. If you’re not at this year’s show, you may well want to rethink that when the next one comes round in 2014.

On With the Show

By now, exhibitor plans have been locked down – booths finalized, ads submitted to the show dailies. From our perch in the Air Capital, we extend our best wishes for a show that delivers bigger and better than ever.

Aviation photographer Paul Bowen (and father of Ashley Bowen Cook) has seen business aviation mature in the Middle East. The Middle East Business Aviation Association estimates that the aviation market will reach an annual value of $1 billion by the 2018. As in the States, ongoing education and heightened awareness continue to be key – reinforcing that these aircraft serve as critical tools needed for 21st century business success.

*This article originally appeared in the November 29 issue of BlueSky Business Aviation News.


Website Responsive Design – Why You Need It Now

Lets start with the obvious – your website needs to play nice with the audience viewing it. That’s the website’s job. Because if your site is difficult to use or hard to see, your audience will leave. Which is bad. You already know this, but what you might not know is that more and more people are exclusively viewing websites on devices other than desktop computers. And unless you plan for this, your site might actually be driving away traffic by not giving viewers an optimal experience.

A little background

In the beginning (somewhere around 1995) web developers built websites for desktop computers. Because that’s all anyone had. We built websites to fit the smallest monitor that was still being used and left it at that. Viewers were happy and life was good.

Then the iPhone came along and screwed everything up.

The iPhone was the first phone to include a web browser that was actually any good and that people regularly used. The problem was that a website built for a desktop computer looked tiny on the handheld screen, and required a lot of pinching and zooming to really use. Links were difficult to click on. Flash wouldn’t work. Drop down buttons didn’t function properly. Images didn’t display correctly. So developers began to design separate mobile websites, tailored to the needs of mobile users and their devices. That meant taking your website’s branded look and feel, but reprioritizing information, understanding that people primarily use their phones for research. Things like hours of operation, location(s), a critical phone number. We designed graphical user interfaces (GUI, pronounced gooey) appropriate for small screens. We leveraged the use of touch-screen functionality – tapping, sliding – optimized photo file sizes for fast loading, and more. Although it was more work to create two separate sites, we adjusted and everyone was happy again.

Then tablets like the iPad came along and screwed everything up again. Half of U.S. adults now enjoy a mobile web connection through a smartphone or tablet. And usage is exploding. This holiday’s gift giving is expected to push up tablet ownership to 75 million in the States alone. Speaking of purchases, more commerce is now happening on a tablet than a desktop computer. Recent retail data shows

Today we have all sorts of devices with all sorts of screen sizes – televisions, gaming consoles, home appliances and more. It seems like everything has a web browser in it. We want to make sure our websites look good on all devices or risk losing our audience, but creating separate sites for all of them isn’t feasible. The solution is a relatively new technique called responsive design, which doesn’t care if your screen is two inches or two feet wide.

Responsive design to the rescue

Responsive design is a way to build your website to ensure that it looks good on the current crop of desktop computers, tablets and smartphones. In addition, it future proofs your website because if a new device comes out with a screen size that haven’t been seen before, the design of the site will adjust itself accordingly. Photos on your website can automatically resize, text can enlarge to be more readable, and content can rearrange itself onscreen or even drop off if necessary. Smartphone users typically see a very pared down design compared with the experience a desktop user has, only showing them the information they’re interested in. Tablet users might see different designs depending on which way they’re holding the device. All this is possible with responsive design.

You can see responsive design in action at our own site, www.gretemangroup.com, by resizing the browser window on a desktop computer running a modern browser like Internet Explorer 9, Safari or Chrome. Notice how the design of the site changes depending on how wide the browser width is.

Is responsive design right for you?

Greteman Group recommends that most websites should be responsive. It’s generally the best practice. But that doesn’t mean that all sites have to be responsive. There are a number of factors that you need to consider. Responsive design takes more time and costs more than a traditional desktop website because of the additional planning, design and programming. Since sites using responsive design might not function correctly on very old browsers, extra time needs to be spent testing and correcting for this. And although highly unlikely, the audience for your website might not be using more than one screen size to view your website.

If you’ve decided to take the plunge and invest in responsive design you’ll probably find through your analytics that visitors using mobile devices are spending more time on your site. That’s because you’re providing a better experience for them. They’re able to find what they’re looking for instead of looking elsewhere. And if you haven’t thought about responsive design, now may be the time to do it.

Opportunity’s there for the taking. Or the missing. Only 21 percent of large retailers have mobile friendly websites. But data clearly shows the path today’s on-the-go consumers are on. It’s all about getting what they want, when and where they want it. If you don’t deliver, they’ll quickly move on to the site that does. So, if you’ve been standing on the sidelines thinking your unresponsive, non-mobile website’s good enough, step into the fast lane. Create a site where customers come and engage. And return to often.

*This article originally appeared in the November 21 issue of BlueSky Business Aviation News.


Marketing by the Numbers: Don’t Abandon Your Knowledge, Instincts

For better or worse, the 2012 U.S. election is in the books. Whether you favored one candidate or were simply an interested observer, the one sure thing is that you weren’t certain of the outcome until the actual returns rolled in.

The predictions were all over the board. Mitt Romney supporters, including such luminaries as Karl Rove, cited reputable pollsters who predicted his victory – some going so far as to forecast a landslide. Obama supporters, likewise. And we’re not talking in-house Republican or Democratic polling.

As Forbes publisher Rich Karlgaard told the National Business Aviation Association convention last week: “Someone’s really going to lose their reputation.”

Indeed. Wednesday morning, Republican prognosticators were admitting that they had relied on overly optimistic assessments or mistakenly discounted information that ran counter to their hopes.

U.S. presidential political prognostication has become relentlessly more sophisticated – and small wonder. It was widely reported that spending topped $6 billion this election cycle. That’s a lot of incentive to find out exactly where things stand, and to get it right. You can be certain that Republican pollsters will be evaluating and revising their methods.

Still, despite increasing analytical refinement and the investment of billions to influence the outcome, the election remained in doubt until the votes were counted.

The Takeaway for Marketers

There’s an important lesson here for marketers. Yes, you need to harness the most sophisticated analytics you can afford.

Yes, you need to pay frequent and consistent attention to them and heed what clear guidance they provide. If either candidate had taken the position that, because election predictions were in doubt, they needn’t pay attention to their surveys or analysis, that candidate most assuredly would have lost.

We rely heavily on numbers and analytics to help our aviation clients target their markets, refine their messages and positioning and assess the effectiveness of everything from websites to email campaigns to advertising.

You can’t afford not to use Google analytics and other more powerful tools to ensure that your digital presence is doing what you need it to do. A simple tool such as SurveyMonkey – used correctly – helps you understand yourself and your customers better. A-B testing helps you sharpen your email campaigns. And for larger, thornier questions, scientific polls are really the only way to pierce the veils of assumption, preconception and bias.

No matter what you do, and how meticulous you are, some uncertainty will remain. Just ask the Romney camp. That uncertainty makes it clear that you can’t become a slave to your numbers. Let numbers help point the way. Inform your decisions. Don’t let them dictate what you stand for, but do let them help determine which channels and messages best resonate with your target market. You know your business.

You know your customers. Analytics can confirm what you know, and sometimes dispel incorrect assumptions. Where the numbers end, let your knowledge, experience and instinct bring it on home – into the winner’s circle.

*This article originally appeared in the November 8 issue of BlueSky Business Aviation News.