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WBJ; Bizwomen Mentoring

The Wichita Business Journal is hosting its first Bizwomen Mentoring Monday event on April 7, 2014, a new initiative to provide mentoring to business women in a casual, fast-paced atmosphere. Our own Deanna Harms will join an impressive line-up of accomplished local experts representing a variety of fields. The speed mentoring consists of five-minute-long meetings between mentors and attendees.

February 28, 2014

© Wichita Business Journal, 2014

Wichita Eagle; Featured business person: Rachel Groene

Rachel Groene

Brand director, Gretemen Group

Even before arriving at the Greteman Group branding agency, Groene had successfully sold one product – herself.

The Salina native won the prestigious Clay Barton Scholarship at Wichita State University, an award based on academic achievement, essays and many rounds of interviews. She hasn’t slowed down since graduation, rising from communications intern, brand coordinator and brand manager to her current job.

“I’ve grown up at the Greteman Group,” Groene, 24, said. “You’re just kind of working your way up the ranks of relationship managing with the client.”

Groene said she picked a career in marketing because she “always wanted to have a strategic element to the profession I entered, and still have a fun and creative way of doing that. I just love that marketing allows me to work with different individuals on a daily basis.”

Her clients include aviation industry outfits such as Flight Safety International and Signature Flight Support, and Vibe-It, a tech company. She admits to a particular liking for another client, the Kansas State Fair.

“I think the event embodies what Kansas is all about,” she said. “It brings music, it brings food, it brings education. And it’s in our backyard.”

February 19, 2014

Wichita Eagle
Joe Stumpe

© Wichita Eagle, 2014

Aviation Brand Names: Tough and Getting Tougher

“Where have all the good names gone? Others have picked them every one.” My apologies to the late, great Pete Seeger, but that’s inevitably how a naming project makes you feel. It starts out fun and full of opportunity. You research and brainstorm. Ideas flow.

The list of possibilities grow. And you fall in love. Then you start checking availability. Not just the name, mind you, but the URL. The #$%& URL. The slashing begins. Names fall like soldiers on the front lines.

Improve Your Odds

I’ll try to spare you grief by sharing a few pointers. These should help you still have contenders left after your availability search.

  • Prepare yourself. Many or most of your favorite names will not be available.
  • Work it. Carve out dedicated think time in your regular workplace. Not just the shower.
  • Generate many. Develop every possible name to improve odds when vetting begins.
  • Try anyway. Common words will, no doubt, already be in play. But look just in case.
  • Think original. Play around with completely unique, made-up words.
  • Change the spelling. Try alternative ways to spell your favorite words.
  • Combine words. Unite unusual, unexpected words for something fresh.
  • Make it memorable.Can you remember the name five minutes, or five days later?

  • Add cadence. Make sure the name sounds good and is easy to say. Speak it. Rap it. Sing it.
  • Say it out loud.Use the name in conversation to see if it feels right and true to you.

  • Check soon. Prescreen through your country’s patent and trademark office. Here it’s
  • Look beyond. Don’t limit yourself to .com domain names. Consider .aero, .net, .biz, .edu.
  • Search smart. Use Google and Bing for relevant, broad searches you can then tighten.
  • Be patient. It may take time for a name to grow on you.
  • Lawyer up. Have legal counsel do a final screening and submit the trademark application.

Worth the Effort

Somewhere along the way, you’ll ask yourself if the naming (or renaming) is worth the angst. It is. Veteran marketer Al Ries has even suggested the industry add a fifth “P” – proper name – to its product-place-price-promotion marketing mix. I could get behind that. Think about what you’re trying to accomplish. The right name can turbocharge the effort.

Maybe it’s a an emergency airlift service like EagleMed, a loyalty program like Signature FlightSupport’s TailWins, a recruitment campaign like Spirit AeroSystems’ Dream Big. Make It Fly. Or a must-attend inaugural event like Wichita Aviation Festival’s Plane It Hollywood. The name sets the tone – and the hook. It helps the world understand just what you have to offer.

As you think about your next naming project, take a deep breath, and remember the ultimate goal. To create a clear, appropriate, memorable, simple moniker. One that sets you apart and above the competition. You can do it. But it won’t be easy.

WBJ; Voices: The Snow Doesn’t Stop Us

Sonia Greteman Q: How did weather this week affect your business?

“I have a group of troopers who really like to work, so they’ve braved it, shown up and we’ve gotten a lot done.”

Sonia Greteman,
Greteman Group

February 7, 2014

© Wichita Business Journal, 2014

WBJ; People on the Move

Greteman Group has promoted Rachel Groene to brand director and Landon Barton to art director.


February 7, 2014

Wichita Business Journal

Pg 22

© Wichita Business Journal, 2014

BlueSky Business Aviation News; Score a Digital Marketing Touchdown

February 5, 2014 BlueSky Business Aviation News

BlueSky Business Aviation News
Seth Duncan, digital specialist with Greteman Group, a marketing communications agency based in Wichita, the Air Capital.
Score a Digital Marketing Touchdown

ou don’t see TV commercials selling jets during the Super Bowl. But anyone in business aviation can learn lessons from the B2C advertisers dropping millions to be part of the game – and the conversation.

As advertisers squeeze more ROI from each 30-second ad, they turn to the Internet. The Super Bowl ad season starts weeks in advance and lasts well past the final whistle. It involves a variety of screens – from your computer to your TV to your phone. And it involves multiple channels: Twitter, Facebook, YouTube, Instagram, Shazam and more.

The Growth of Social Networking

During this year’s Super Bowl, 57% of the spots used a social hashtag, such as Coke’s #AmericaIsBeautiful or Chevy’s #SilveradoStrong. That’s up from 33% last year. The hashtag focuses discussion during the game but also well after the spot runs. And the hashtag isn’t just for Twitter anymore. It’s spread to all the major social networks, including Facebook. The game’s changing fast. It was only three years ago that Audi broke ground as the first advertiser to include a hashtag at the end of its 2011 Super Bowl spot.

Twitter Spikes Facebook The immediacy of Twitter makes it a go-to channel for events. It generated 25 million tweets during the Super Bowl, up from 24 million during last year’s game. Just as you invite your best buds over to share the game, social media expands the party to friends everywhere. Seattle Seahawks Percy Harvin’s second-half kickoff generated 381,605 tweets per minute, blasting past the previous 231,500 tweets-per-minute record set during the 2013 Super Bowl blackout.

You can’t count Facebook out, of course, with its more than a billion monthly active users. Nine of the 10 top-trending terms on Facebook this past Monday morning were Super Bowl related. But for events like the Super Bowl, it lags behind for real-time discussion.

Why? Well, it’s easy to draw comparisons between target-demographics and such, but really it’s about immediacy. Ad folks know how Facebook tinkers with news feeds and how people view their feeds a few times a day to catch up, but Twitter delivers pure, immediate gratification. It takes the first step towards the eventual chain of events that ends with that email from your grandma sharing the ad six months after it went viral. Get in the Game Brands are taking advantage of massive viewership and TV spots during the game to instantly communicate with people digitally and push brand awareness further. A real-time opportunity presented itself last year when the stadium mysteriously and suddenly went black. Within minutes, Oreo memorably tweeted about the blackout. The timeliness became notable enough that Oreo (and other brands such as M&Ms and Tide) captured viral attention. Again, it was about immediacy. Notably, this year, Oreo remained in the game by removing itself from it. @Oreo tweeted before the game started, “Hey guys . . . enjoy the game tonight. We’re going dark. #OreoOut.” Bravo. Some companies may not feel they have a use for social media, or particularly for real-time social media such as Twitter. They might want to rethink that. Being able to add your brand’s voice at a moment’s notice through the go-to, instant-information source is what brings key value to social media. Just because you may not have the staff to support a full-blown social media effort doesn’t mean you should ignore it entirely.

The trends show that Twitter especially has become where people go for immediate news, timely updates and conversation. It’s crucial you take advantage of that and take part in conversation about your brand, especially for damage control if needed. It’s not all about Twitter, though.

Augment Those Ads It’s likely you haven’t let your smartphone or tablet out of your sight for years now. That means brands are starting to find ways to take advantage of those extra screens. Emerging tactics include ads with additional content beyond the commercial itself. Whether the ads encourage a hashtag for tweets, visiting a website for more information or hitting YouTube for the extended commercial, they’re becoming more and more pervasive. It’s no longer enough to just have a creative ad. The value comes from spurring conversations on Twitter, comments on YouTube and shares on Facebook. It’s engineered virality at its finest. The CDC should issue a warning. It’s important to remember, however, that any successful effort to extend your advertising from one medium to another relies on a compelling message. It does no good to end a TV commercial with “Continued at . . . ” if your creative is so boring that no one cares enough to follow the message to its next destination. Benefits for Everyone If you’re interested in bulking up your marketing, consider what some the best agencies in the world did on game day – and what they do after. It’s an exhibition of forward-thinking digital ideas. And these ideas trickle down, not just to those with the money to spend on Super Bowl spots. The takeaway is that the most successful campaigns use multiple channels to drive traffic online where conversations can lead to conversions. And that’s good business no matter whether you’re selling a cookie or a Challenger.

©BlueSky Business Aviation News | 6th February 2014 | Issue #258
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