Brandstorm

On today's episode of Brandstorm, we welcome Terry Sweet, an award-winning music composer and jingle writer. Terry discusses the process in putting a brand's message to music and why certain commercial jingles stick with us forever.

Terry SweetHaving performed and written original music since he was a teenager, Terry Sweet spent his early days playing in rock bands. He was especially infatuated with acts like The Bee Gees, The Beatles and others who performed catchy pop songs that the industry dubbed "bubble gum," or upbeat tunes that are specially marketed to a teenage demographic.

He entered the world of jingles by way of his friends' recording studio in downtown Milwaukee, where he worked as a session musician during the day and recorded his own material at night. Eventually, the studio lost their main client, and the potential of the studio closing was eminent, until one day, an ad agency called the studio seeking a jingle for Mayfair Mall in Wauwatosa, WI. The studio owners pondered the idea of becoming a jingle company, and offered Terry the chance at writing, recording and presenting the jingle to the agency, with the promise of a full-time job if all went according to plan.

The agency loved the song, and since then, Terry has composed, arranged and produced hundreds of radio and television jingles for clients such as Allstate Insurance, Kellogg's Raisin Bran, John Deere, Kraft Foods and more. Locally, he has composed jingles for David Hobbs Honda, Colder's Furniture, 7 Mile Fair, Stein's Gardens & Gifts, and many others. He has also won several national advertising and broadcast awards.

What Makes a Memorable JingleTerry believes there is a science behind why great jingles resonate with consumers. A clever melody and message, partnered with an interesting sound or talented singer, can have a big effect. He explains that music is the one form of expression that reaches an intersection within the brain of emotion, intellect and psychology. He points to the feeling we all get when we hear a familiar song and are seemingly transported to another time and place, being able to recall where we heard it, who we were with and how it made us feel. Touching on a positive memory, and then leading the customer to associate that memory with a brand, is the goal of most jingles. Repetition on television, radio or digital also plays a part, as the greatest jingle ever can't sell anything without an audience to hear it.

Terry also mentions that from an early age, we can memorize a lot of information when tied to a simple melody. Nursery rhymes like "the Alphabet Song" or "Twinkle, Twinkle, Little Star" are some of the most universally known songs to this day, and are evidence of our ability to recall specific information when coupled with an easy-to-remember earworm.

What Comes First: Music or Lyrics?Though every project is different, Terry says most ad agencies have a theme or a specific tagline in mind that they would like a song built around. In the case of Colder's, it was important to have the phrase "Step Up" be the umbrella that all other information would fall under. Terry cites the Colder's campaign as the best he has ever worked on, due to the many variations the original message and tune have taken to promote different holiday sales, like Christmas or the Fourth of July.

While some of the information Terry requires before beginning his process seem obvious -- who is the company, what is their product, etc. -- there are other key takeaways that he seeks. These include how the brand wants their name sung (as often there is a technical corporate name that could also be referenced) and what the target demographic is. As Terry tells us, selling sneakers to teenagers is different than selling luxury cars to Baby Boomers, so often the knowledge he has of the required demographic helps shape the musical direction of the jingle.

Terry also asks what differentiates a company from their competitors. Is it their friendly staff? Their added convenience? Their affordability? For Terry, the process is more about business than it is about music. His job is to create a vehicle that will attract the attention of a specific target audience, accompanied by music that the audience likes and can relate to, along with a message that is compelling to them.

Finding TalentThe community of musicians who consistently work in the studio isn't very large, Terry explains. While there are talented performers all over the world, those that know the advertising business and can sing with a smile or sell an idea through music are the artists that Terry needs. While some stars have recorded commercials after they've had their big break, others did so long before their worldwide success. For instance, Country Superstar Garth Brooks sent Terry his demo tape early in his career filled with songs that would eventually become gigantic hits. They ended up recording a jingle together for John Deere.

What's NextTerry enjoys stepping out of the studio and playing for audiences at a few resorts in the area, staying as eclectic as he can and performing everything from classic rock to classical music. He also has three potential projects in the works: a travel documentary series; a cartoon program; and a feature film.

Whether conducting orchestras for jingles or recording his own songs with likeminded musicians, Terry loves working with talented people who help bring additional life to his material.

Contact Terry:Website: www.TerrySweet.com

On today's episode of Brandstorm, we welcome Katrina Cravy, author of the book ON AIR: Insider Secrets to Attract the Media and Get Free Publicity. Katrina discusses how business owners and entrepreneurs can best connect with local television outlets for features and interviews, and how to perform well on-air when given the opportunity.

Katrina CravyFormerly with WITI-FOX 6 in Milwaukee, Emmy-winner Katrina Cravy spent more than 20 years as a television news anchor, investigative reporter, talk-show host and radio personality. Now as a professional speaker and communications coach, Katrina is hired by C-Suite executives and large organizations such as Aflac, GE Healthcare and the Salvation Army to boost their teams' communication skills.

Shifting GearsKatrina has interviewed thousands of people throughout her career, and her wealth of experience in front of the camera gives her credibility in the communications arena, as well as an understanding of what makes for a good interview and how guests are selected. She enjoys taking people through the process of ensuring they're a great public speaker, whether on camera, in front of a microphone or speaking directly with media.

As to why she shifted gears from the anchor desk to more behind-the-scenes work, Katrina explains that she always had a love for entrepreneurs and their stories of how they came up with their product. Prior to one speaking engagement, Katrina decided to abandon her typical presentation about how she started in journalism. Instead, she addressed the prime questions she usually receives: how does someone get on your show and how can they become an expert in one of your stories? That speech was well-received by her audience and a colleague from the Better Business Bureau told Katrina that she was sitting on a mountain of great information for people seeking publicity, or earned media. He insisted that she begin writing her thoughts on the subject. This eventually became content for her book and a new career in communications coaching.

The Anatomy of a Perfect PitchKatrina uses the acronym H.A.V.E. when instructing people on how to perfect their pitch:

• Hook -- Determine why news outlets would want to do a story on you currently.
• Audience Benefit -- Whether it's for print, radio or television, what is in it for the media's audience?
• Visual -- You should have something that television can use right away, whether that's a demonstration, artwork, YouTube clips or "B-roll," which is supplemental or alternate footage footage to intercut with the interview.
• Engaging -- Have fun and be energetic, even if the topic is serious. Show the audience, as well as the producers, that you're engaged. 

Other Great TipsWhen crafting your email, Katrina recommends starting your pitch with a compliment, referencing a previous article or program from the show, and the reporter or host's name. Let the station know what you can do for them, as opposed to what the station can do for you. It communicates that you're in touch with what they normally broadcast, and that you have content that will fit with their format.

If seeking publicity for a specific event, three weeks prior is a safe lead time for you to pitch it to media, Katrina indicates. Phone calls should be made around 10:30 a.m., after the morning news meetings in radio and TV, which typically occur between 8 and 9 a.m.

It's very important to not just have a local angle, but to also feature the word "local" itself prominently in your communications. Katrina says that news is dying for local content and it will stand out amongst the hundreds of emails that reporters and producers go through every day.

Katrina encourages publicity professionals to get to know on-air talent on a personal level. Take them for coffee, hand-deliver your pitch (or even a complimentary box of donuts for their staff) and take the time to learn what they need. This can often make the difference in being featured or not when coverage involving a national news story may benefit from having a local contact who can speak to the issue.

Once going on the air, Katrina encourages guests to think of themselves as the host. While anchors may know a lot about many topics, this is your chance to show you're the expert in one particular area.

Biggest Pitch MistakesKatrina says that public relations professionals and companies that do a mass-mailing pitch that isn't personalized, or is too long, often won't be responded to. She says that a quick, individualized pitch that specifies the who, what, when and where of the story is key.

She also tells people to avoid repeated emails that ask if the original message was received. Follow-ups are definitely recommended, as guests sometimes fall through and a replacement could be needed at any moment. Follow-ups should never ask, "Did you get my email?" Use the follow-up phone call to re-pitch your story idea.

Is Everyone Coachable?Katrina mentions that while many of her clients are life-long learners who are open to critique, some need more assistance than others. She says the right coach tries to find what's going to make that person learn better, as not everyone can go through the same process. Katrina says people often associate fear with public speaking and that it's not inherently natural for people to appear on camera. She urges her clients to recognize the tension that public speaking creates and to address their own fears first. Speakers should know that the audience is already in their corner, as they want to be entertained and educated. What's important is to recognize that the speaker also needs to be in the audience's corner, providing them with needed content in an engaging way.

Contact Katrina:Website: www.KatrinaCravy.com

In this episode of Brandstorm, we welcome Kipper McGee, author of the book Brandwidth: How Big Broadcasting is Missing the Mediamorphosis. Kipper discusses how terrestrial radio is grappling with its relevancy, and what stations need to embrace for the future.

Kipper McGeeA radio fan from the start, Kipper grew up listening to stations like Chicago's 890 WLS AM, as well as Milwaukee's 920 WOKY AM and 620 WTMJ AM. In the early 1980's, Kipper and a talented staff that included Brandstorm co-host Dan Trzinski helped put Milwaukee's 94.5 WKTI FM on the map. They took an automated music station with low ratings and no personalities and built it into the #1 station in the market during pop music's renaissance. Back then, it was unheard of to have a discussion-fueled morning show with little-to-no music, but this revolutionary idea worked. The morning team of Reitman & Mueller was a ratings sensation at WKTI for over 25 years, and the morning talk show format is still being used on stations all over the country.

Kipper started as on-air talent, but has worked in virtually every radio position available in different cities across the United States, including Des Moines, Orlando, St. Louis and New Orleans. Eventually, Kipper joined WLS and ran that station in the mid-to-late 2000's.

Currently, Kipper is a digital marketing consultant, whose clients include Internet start-ups, broadcast networks and Fortune 500 companies such as Delta Airlines and Nokia. He is a frequent speaker, panelist and presenter at national broadcasting conventions, and is chief strategist at Kipper McGee, LLC.

Brandwidth: How Big Broadcasting is Missing the MediamorphosisKipper's book recently had a second press run, as his message remains as applicable today as it was when the book was published in 2015. He feels that broadcast media, specifically radio, is not evolving enough to stay relevant in today's digital age. He goes as far to say in his book that if the broadcast industry dies, it will be ruled a suicide. Whether it's due to fear of change, too much downsizing, inertia or comfort in the status quo, many in the radio industry have avoided using social media, podcasting, video and other potential extensions of their brand to promote and interact with audiences.

With podcasting specifically, Kipper says the radio mentality thus far has been to treat this marketing tool as a glorified DVR, relying on rerunning previously-aired content. He believes that the smart way to go with a radio station's podcasting arm is to create unique and preferably shorter content. Kipper also recommends that stations create a second stream online, where listeners can get the same music that is aired on terrestrial radio, with less interruptions.

The Current State of RadioWhile recent studies show that 95% of people still listen to the radio at least once a week, it's clear that those same listeners are not spending the same amount of time with it as they once did. About 35% of homes no longer have a radio, and Kipper believes more stations should be taking advantage of the uptick in homes that have invested in home-listening devices like the Amazon Echo, Google Home or Apple's HomePod. It may disrupt an advertiser's standard way of thinking, but it's important to realize the potential difference between 30,000 people who simply hear your ad and the 6,000 legitimate prospects you can create with this new approach that targets individual listening habits. Kipper explains that radio is one of the few mediums left that still airs 60-second, linear, one-dimensional audio ad messages. Television now offers 30-, 15-, 10-, and even 5-second ads. Why couldn't radio explore ads that simply refer listeners to an icon on their touchscreen? While the technology does not yet exist for such segmented advertising on in-home devices, it will soon. In the meantime, advertisers can still create a database or track listeners if they use an app or have an account with a radio station that requires a log-in or email address.

Why Radio Hasn't Mastered Social MediaTo Kipper, the fact that the radio industry has yet to fully embrace social media is mainly due to budgets and the bandwidth of each station's shrinking staff. These days, each person on the team usually does multiple jobs, including on-air talent. When an intern must juggle social media posts for an entire radio group, or a D.J. is expected to record his or her own show and write multiple blogs, in addition to creating social media posts before clocking out for the day, it's no wonder that true interactivity through social media isn't being explored.

Why Facts Have Become Less ImportantThe facts of who, what, when, where, why and how have become less important to consumers than how quickly we get that information. In the past, we would go to the morning or evening paper for facts, but today, we are barraged with facts 24/7 via our mobile phones and television's news cycle. The question is no longer "what has happened," but more so, "what is happening now, what's in it for me and what's next?" Using Kipper's example, the results of an election do not matter to people as much as how the winner's platform will affect their day-to-day lives. Kipper says that broadcast news needs to be forward-thinking, and not prone to regurgitating news that has already been broadcast several times during the day or night.

How Radio Advertising Needs to ChangeAs programming becomes more segmented, in response to streaming services like Spotify or satellite radio, there will soon be no need for people to hear the same advertisements. More and more, ads will be targeted to listeners based on individual interests and habits, much like how Amazon and Google can recommend different products or websites to different users, based on their individual search histories.

Survival Tips for Radio StationsRadio stations need to think bigger, better and brighter, according to Kipper. They need to take time to step back and be innovative. Terrestial radio needs to be technologically in sync with the current culture. Apps like iHeartRadio are great for people who like to listen to music, but they are too generalized and could stand to be more local. Ad agencies, like Platypus, need to take a leadership role in helping radio stations embrace new media to not only bring added value to radio clients, but also to create new revenue streams.

Contact Kipper:Website: www.KipperMcGee.com Podcast: Brandwidth Twitter: @KipperMcGee Facebook: www.facebook.com/kippermcgee LinkedIn: www.linkedin.com/in/kippermcgee

In this episode of Brandstorm, we welcome Jill Geisler, a Wisconsin Broadcasters Association Hall of Famer and author of the book, Work Happy: What Great Bosses Know. Jill discusses her involvement in the Newseum's Power Shift Project, what it takes to be a great leader in any industry, and why her mantra is, "Life's too short to work with jerks."

Jill GeislerIn 1978, Jill became one of the first female news directors in the United States, working at WITI-TV in Milwaukee. She served in that capacity for more than 20 years and was inducted into the National Academy of Television Arts and Sciences' prestigious Silver Circle.

In 1998, she joined the faculty at the Poynter Institute, building and teaching leadership and management programs, and writing columns and producing podcasts that would eventually become content for her book, which was published in 2014.

For the last three years, Jill has been a Bill Plante Chair in Leadership and Media Integrity at Loyola University Chicago. She consults with newsrooms and organizations around the globe and is an in-demand speaker on the issues of leadership, ethics and diversity in the digital age.

Power Shift ProjectLast year, stories of sexual misconduct by powerful men in entertainment and media, like Harvey Weinstein, Matt Lauer and Charlie Rose, shook the industry to its core.

Jan Neuharth, a trustee at the Newseum in Washington, D.C. (a popular museum dedicated to the history of journalism), and daughter of USA Today and Newseum founder Al Neuharth, asked for Jill's expertise and assistance in bringing together people who are on the forefront of this issue, including individuals from news organizations dealing with these bombshells and covering their own stories, victims of the reported abuse, academies who have studied these issues, the U.S. Equal Employment Opportunity Commission (EEOC), the National Women's Law Center (NWLC) and many more.

In January, over 130 media leaders attended the first Power Shift Summit at the Newseum. At this summit, Jill moderated panels where representatives from news organizations spoke about attempts to put the pieces of their own companies back together after these accusations came to light. Discussions were also held on what can be done to change things industry-wide, and to shift the power away from the higher-ups who perpetuated such misconduct.

Realizing more education on this topic was needed, Jill was asked to sign on with the Newseum to help design curriculum and activities for the Power Shift Project. With the full support of Loyola University, Jill sees her new venture as a wonderful service to humanity, and points out that misconduct in the industry is not limited to that of a sexual nature. Other issues include incivility, discrimination and how those who previously felt they were voiceless can now come forward.

Work Happy: What Great Bosses KnowThe impetus for Jill's book came from feedback she received as a consultant and coach. She was frequently asked about books she might recommend on leadership. Instead of suggesting different books that dealt with singular topics like conflict resolution, time management or emotional intelligence, Jill felt there was a need for a book for people like her, who originally received no formal training in management or leadership. Her journalism background provided her with the unique talent to take in a lot of information, synthesize and translate it for others to easily understand.

Jill says Work Happy: What Great Bosses Know is a reference tool that acts much like a workshop with self-diagnostic activities and quizzes to help any manager or team of managers improve their leadership skills and create a better work culture.

What Makes a Great BossNo boss is perfect, but according to Jill, the great ones are leaders who work to overcome their flaws and surround themselves with people who will keep them honest and fill in their gaps. She also says people appreciate inspiration. True visionaries can see an end goal and let their team figure out the best route to get there. Great bosses will not likely hesitate to apologize. In fact, most employees have more respect for a boss who genuinely admits to a mistake and responds with the wisdom to figure out why it happened, and why it won't happen again.

A great boss also remembers that their employees are people. What you do during both joyous and somber times as a leader will never be forgotten. Going out of your way to offer employees sincere condolences and support over a death in the family or being congratulatory about personal or family successes are good examples of this.

Other Ways to Succeed at LeadershipJill believes the most important thing a leader can do is to help others succeed. Establishing early on that your goal is for your team to be able to do their best work builds social capital. Jill recommends tracking this in measurable ways, such as how you speak to your employees, how much you make yourself available to them and how much you know about them personally.

However, this does not mean that treating everyone the same will work. Many leaders confuse office equality with forcing everyone to work the same way. A manager who tries to turn their staff into a version of him or her will likely fail. While standards can be universal, achieving those standards can differ for each person, and no two people should be required to achieve something the same way.

Management Styles of a Bad BossJill says the worst management style she's seen in her career is the "Absentee Landlord." This is the person whose credo is, "I hire good people and I get out of their way." Jill explains that no good boss ever gets completely out of the way of their employees, because even top performers require feedback. Without it, employees have little idea where they stand, or how they are performing.

Another avoidable management style is that of a controlling boss. While Jill admits that taking on an underperforming team requires control at first (such as being specific about your expectations and managing the team closely), maintaining that control will inevitably be damaging. Once the team begins to shine, a great boss steps back and becomes more of a participatory manager. Democracy is not always possible in the workplace. Bosses sometimes need to make tough calls. Jill recommends that if you cannot give your team a vote, then at least give them a voice. This helps people not only get things done, but to do so with an idea of their own creation. If a team doesn't need to rely on the boss for every single move, it will inevitably lead to great things.

Jill also believes that poor leaders can often be too focused on product, believing that their staff is just a means to an end. These leaders should be more focused on helping their team reach current goals and set new ones. In other words, how can they make the process to complete a task more successful?

Mistakes Employees Never Forget or ForgiveJill says dishonesty or a lack of transparency from a boss, especially when it comes to potential layoffs or a possible pay increase, is something employees never forget or forgive. Another breach of trust is a boss taking credit for someone else's work or idea, or on the flip side, refusing to take the appropriate blame when necessary. Lastly, a boss who acts differently around his or her employees than with a superior will likely lose the respect of the team. Seeing two distinctly opposing sides of a leader is never a good look.

Jill says that if you are known around the office as being generous with information when you have it, you are more likely to be believed and understood by your staff when you can't comment on a situation, or have no say in the matter.

Managing Age DifferencesWhen working with a group that includes both Baby Boomers and Millennials, Jill states that there is a clear difference between how each group obtains and processes information. While Baby Boomers grew up getting bank statements once a month, seeing their grades at the end of a semester and were oftentimes unable to talk to their parents until the weekend because of lower phone rates, the newest generation in the workforce often talks to their parents several times a day via text and can check their school grades or get a reaction from a thought on social media instantaneously. Where they don't get instant feedback is in the workplace. Jill recommends that leaders add feedback in their conversations with Millennials, discussing challenges, while giving them a path to grow.

Reflecting on her own Management StyleAs news director at WITI-TV, Jill developed what she refers to as a "coaching newsroom," where people came to learn and discover their own opportunities to hone their craft. She put an emphasis on rewarding unique and original stories, as well as creating a family-friendly workplace. She says that if you allow your employees to bring their whole selves to their position without ignoring family and challenges at home, they will do a much better job at the office. However, after years of experience to reflect on, Jill also believes her team at WITI-TV would have benefitted from knowing what they could be doing better, and not just what they were already doing well.

Recommendations on Getting AheadEmployees are often good at identifying problems or what's not working, and are more than happy to complain about it to fellow team members or their employer. Unfortunately, that's where the motivation stops. How can anything be fixed without change or an attempt to try something different?

Jill recalls that it was her practice of volunteerism that worked best for her. By giving extensive thought to a challenge, and how it would fit into the greater context of what her team was trying to accomplish, Jill would not only take her recommendations to her superiors, but also offer to help or head up efforts to solve the problem.

Jill says this is how the seeds of great leadership can be planted. Look at problems from the view of the organization and not just your own goals. If you are known as someone who is a good collaborator, people are more inclined to follow you knowing there is a promise of reciprocity. You don't have to be the best at your craft, but having the ability to take a more global approach, while rolling up your sleeves and being a part of the solution, will get you noticed!

Contact Jill:Facebook: facebook.com/WhatGreatBossesKnow

In this episode of Brandstorm, we welcome Andy Silverman, one of the co-founders of Milwaukee Day. Andy discusses how a joke amongst friends has exploded into a mammoth annual celebration of hometown pride through fun and service.

Milwaukee DayThe date of April 14th (or 4/14), is perfect for recognizing Milwaukee, home to the 414- area code. Andy's brother Toby originally voiced the correlation between the date and the area code about 8 or 9 years ago on social media, leading Andy and some of his friends to purchase an official Milwaukee Day URL that very day and begin dreaming up the idea. A year later, commemorating the next April 14th, Andy starred in a short video, unofficially declaring the holiday. It went viral soon after, thanks to Milwaukee television anchor Ted Perry, who broadcasted the video on the FOX 6 evening news. Since then, the annual event has snowballed into a large goodwill effort to explore and experience Milwaukee's vast history, raise funds or awareness for local charities, take in live, local music, and to do whatever one deems appropriate in celebration of the city. Andy says the Milwaukee Day movement comes from a sincere love for his hometown and embracing everything that makes Milwaukee unique.

Assistance From Local BusinessesFor several years, the Milwaukee Day organizers have received sponsorships from local businesses to keep ticket prices low for those attending. Andy says his team is lucky to not only be working with these companies, but that the same organizations are often the first to reach out to them. As more companies have come on board and created their own events, it has lessened the load for the Milwaukee Day team, making the day more about inspiration and less about execution.

Fun Events and Discounts on Milwaukee DayHere are just a few of the gatherings or special deals you can take advantage of on Milwaukee Day. More are listed on their website, found below.

• The Official Milwaukee Day Party at Company Brewing, sponsored by Gruber Law Offices and WMSE, features live music from Tigernite, Midwest Death Rattle and Zed Kenso. Company Brewing is also releasing a limited Milwaukee Day Ale.
• The University of Wisconsin-Milwaukee Peck School of the Arts Open House will showcase art exhibitions, film screenings and live performances from over 100 award-winning graduate students and faculty.
• The Harley-Davidson Museum is offering free admission to anyone wearing clothes emblazoned with the word "Milwaukee."

Celebrating Milwaukee Through ServiceWhile Andy and the Milwaukee Day team love driving traffic to their sanctioned events, part of their mission is also to bring awareness to positive causes. This ranges from park clean-ups to non-partisan voter registration to raising funds for area public charter school Escuela Verde. Andy says that Milwaukee Day is a great reason to give people guidance on how they can help out their community.

Getting Noticed Both Locally and NationallyOn top of receiving annual recognition from Milwaukee Mayor Tom Barrett and the City Common Council, Milwaukee Day recently garnered national attention when it was spotlighted as an answer on the television gameshow Jeopardy!. Andy is proud that this mention came seemingly out of nowhere with no one on the Milwaukee Day team having any connection to the show. Clearly, the passion for Milwaukee Day is no longer limited to just Wisconsin!

Contact Milwaukee Day:Website: www.milwaukeeday.com Email: [email protected] Twitter: @MilwaukeeDay

In this episode of Brandstorm, we welcome Jayson Pearl, president of ServiceScore. Jayson discusses how ServiceScore helps businesses in the service industry convert more phone inquiries into appointments by using technology and best practices.

Jayson PearlJayson's career in the franchise industry spans over 30 years, with companies such as San Jamar, Rocky Rococo and BrightStar, all of which he helped turn-around or grow. While working on a customer service project for BrightStar, Jayson caught the entrepreneurial bug and launched his own company, called ServiceScore, in February of this year.

ServiceScoreServiceScore helps businesses that receive a minimum of about 100 phone calls per month maximize their sales opportunities and drive conversion rates. Jayson sees the biggest way to assist franchisees with profitability is to help them make the most of where they're already spending money, including advertising, developing sales staff and integrated phone systems. ServiceScore does this with proprietary technology that analyzes phone inquiries and helps train sales staff.

Addressing Customer Service GapsJayson describes the anatomy of a positive phone interaction in three steps: making a positive first impression; uncovering a need that shows the value of a company's service; and being comfortable in asking the caller for the next step, be it a sale, an appointment or another tangible action. He finds that employees, and even business owners, often simply answer questions, instead of moving towards that crucial third step. By using ServiceScore's acronym of a G.R.E.A.T. call -- Greeting, Rapport, Expertise, Asking for Appointment, and Overall Tone -- Jayson has seen significant improvements in conversions by addressing customer service gaps with quantitative, objective methods.

More Than Just SalesJayson has also noticed that about one-third of all calls are regarding employment opportunities. In today's modern age, perspective hires would prefer to not fill out a form, but instead call a business directly to learn about benefits, potential hours of work and other deciding factors. In an economy that can be tough for plumbers, nurses or handymen, recruiting those team members can be the biggest barrier to a company's growth. ServiceScore's methods have increased the number of interviews and new hires for companies, by making a good first impression with potential hires and giving them a reason to want to take the next step.

Technology and DataServiceScore offers two products: a live specialist who reviews calls and scores them accordingly; and call intelligence reporting, which is a proprietary platform using natural-learning technology. Calls are converted to text and scanned for keywords, sentiment analysis and more. Jayson explains that through good tracking methods, you can learn how to truly improve on metrics. General best practices make everyone better, but examining calls can also let business owners hear things that may be incorrect or against brand standards, so their staff can be better prepared and more knowledgeable.

Contact Jayson:Website: www.servicescore.net Email: [email protected] LinkedIn: www.linkedin.com/in/jaysonpearl

In this episode of Brandstorm, we welcome Kathy Kuderer, owner and manager of Down A Country Road Gift Shops and Tour Service. Kathy talks about how her relationship with Amish families in her community led to a successful retail and tour service business.

Kathy KudererKathy was only six years old when her family moved to rural Cashton, WI. The town is located 30 miles east of LaCrosse, and is home to the largest population of Amish in the state. Kathy made many connections with Amish families in her community, establishing bonds and learning cultural significances that would later help her in business as a seller of Amish goods. Now in its 25th season and serving over 20,000 visitors each May through October, Down A Country Road offers an endless array of handmade Amish products, ranging from jams, jellies and their buttery homemade cashew crunch to furniture and home decor, such as rugs, quilts and candles.

Gift ShopKathy and her husband Chuck moved to the farm site of Down A Country Road when they married 40 years ago. One of the current gift shops on the property dates back to 1905, while four of the six buildings were built by the Amish. Kathy works with about 45 Amish families, as well as local crafters who sell their work through Kathy's stores.

Tour ServiceAs the Amish are known for not interacting with the public, Kathy visited with many Amish families to gauge their interest in having visitors tour the Amish community before opening her tour service. In the six months leading up to the opening, she heard their concerns, understood that each family has a different level of comfort with visitors in their homes, and based her tours on being as non-invasive as possible. She rides along with customers in their own vehicles instead of taking a large, branded van. The tours also allow for potential sales of Amish goods right there in their homes, so the interactions are mutually beneficial. Kathy has now given over 2,500 Amish tours to people from all over the world. Tours are usually at 10am and 2pm daily, and are booked through reservation only.

Marketing Before the Digital AgeKathy talks about getting the word out about her business before social media or websites, working with local media and making connections with area tourism spots like hotels, motels and bed & breakfasts. She says that many of those businesses were looking for something to market to their own visitors, and the curiosity of the Amish community helped in that regard.

Competition with a New Generation of AmishKathy says that as a new generation of Amish are potentially more akin to interacting with the public to sell their products, however she is confident in her relationship with the many Amish families she continues to work with. For one thing, they don't have phones and many Amish crafters still want someone to make their contacts for them, so they can focus on their work. Kathy is more than happy to be that liaison.

Contact Kathy:Website: www.downacountryroad.com Phone: (608) 654-5318

In this episode of Brandstorm, we welcome the CEO of Exposure Magazine, Tam Lawrence. Already in Chicago and Atlanta, Exposure launches in Milwaukee in April. Tam talks about the mission of her publication, the inspiring stories it showcases and why advertisers and corporations should work with minority-owned networks and publications.

Tam LawrenceAs a former public relations director, Tam has more than 20 years of experience in marketing and PR, representing clients from the NFL and working for the DNC as well as Bravo's "The Real Housewives of Atlanta" television series. Originally from Milwaukee, Tam received her Bachelor's degree at Marquette University and her Master's at Kent State University. She also had a career in stand-up comedy, sharing the stage with Jamie Foxx and Wayne Brady.

Exposure MagazineAvailable in print and online, Exposure reaches 2.5 million readers daily. Exposure publishes stories that inspire readers to do something good for themselves and others. While working with NFL players, she witnessed the cognitive issues the men experienced after repeated concussions and tried to get mainstream media to cover the story. When they didn't, she created her own bully pulpit through her publication to advocate for others. When Exposure launches in Milwaukee this April, the focus will be on lead concerns in the City's water system and the adverse effect it is having on children in the inner city.

Lack of Diversity In AdvertisingWith minorities contributing $1.5 trillion to the American economy each year, Tam explains why corporations need to be more diverse and inclusive to minority advertising. Millennials make purchases with companies that are representative of their age, gender and ethnicity. Consumers, in general, are more conscientious about the brands they support and buy, and are attracted to corporations that are socially active and taking on causes.

Minority Media Matters MovementTam launched the Minority Media Matters Movement to give voice to minority issues in the media. Members in the movement include: Art Norman with NBC; Quincy Newell, exec. VP and GM of Codeblack Films; and Cathy Hughes, the founder of TV One and Radio One, and the first African-American woman to head a publicly-traded corporation. The movement's first summit will be held in May 2019 in Tulsa, OK.

Contact Tam:Website: www.exposure-magazine.com Phone: (414) 533-7239

In this episode of Brandstorm, we welcome Joe Sweeney, a New York Times best-selling author, national speaker and trainer. Joe has been a business owner, investment banker and sports agent. Today, he discusses how these different roles have played a part in inspiring others to help themselves and those around them.

Joe SweeneyOriginally from Madison, Wis., and one of 10 children, Joe was raised in a close knit, entrepreneurial family. The lessons he shares in his three books about networking and reflection are rooted in his experiences growing up. Joe says living in the Midwest, people are often defined by what they do for a living, making it difficult for people to change careers. Joe likes to describe himself as an enterprising person with an entrepreneurial spirit, and not as someone who has changed careers several times.

After Further Review The title of Joe's most recent book refers to what a football referee says to the crowd after looking at a play more closely. Joe asks readers to pause, examine their life and define what excites them or drives their passion. This is especially key when people are in their 40s, 50s and 60s and are looking for more purpose and meaning.

Networking the Right Way Joe tells us that most people use networking the wrong way, and that even the term "networking" has a bad connotation. We imagine someone aggressively attempting to get what they want out of someone, without any true connection. The purpose of Joe's first book, Networking Is a Contact Sport, is to train people to reframe the way they look at networking. One way is to pretend that you are the host of the networking event. This way, you are more likely to introduce people to each other and less likely to be focused on what the networking event can do for you and your bottom line. Joe says that when you can help people get what they want, you can get everything you want in life and more.

The 5-10-15 PrincipleJoe's principle encourages people to hold five meetings, write 10 handwritten notes and make 15 phone calls every day that move your goals forward. The number of meetings, calls and letters isn't as important as keeping yourself focused on your goals. In a digital age, where we may think we are all better connected, Joe believes we are more isolated than ever. Touch, he says, trumps technology and when we meet people face-to-face, we are more likely to see eye-to-eye.

Secrets to Building Your Personal BrandThe "secret sauce" for Joe has been authenticity. A brand is your promise to those you serve, and being who you really are is the only way to live up to that promise. This past year, Joe's personal journey led him to board a Greyhound bus with $30 in his pocket and live as a homeless person in Detroit for a week. This experience taught him true gratitude, which he says leads to a feeling of abundance with all that we have here in the U.S. Joe says we live in an entitled culture. We measure our worth by our possessions and status. When you are unemployed, poor or older, you are often viewed by society as a nobody. Joe's mission is to break that stereotype and to teach others that opportunities in business and life come from our relationships and connections with people.

Contact Joe:Website: www.joesweeney.com

In this episode of Brandstorm, we welcome Greg Giersch, vice president of client experience at The Center for Sales Strategy (CSS). As a company's sales force is integral to their success, Greg and his organization help businesses increase sales revenue by improving the performance of their sales teams, and encouraging them to fully understand their own brand.

Greg Giersch Currently residing in Portland, OR, Greg is originally from Milwaukee and worked as a broadcast engineer for the Journal Broadcast Group (WTMJ-TV, WTMJ-AM and WKTI). After completing a business degree in college with a marketing major, he made the leap into sales. He was a client of CSS before becoming an employee and discovering his personal brand. He embraced his engineering roots as a problem solver and uses these skills to his advantage as a salesperson.

The Center for Sales Strategy Founded in 1983 and based in Tampa, FL, The Center for Sales Strategy has home offices throughout the country and approximately 40 employees, a good majority of which are consultants that travel to clients. The organization was founded on customer-focused selling. CSS' business model is: talent, training and tactics equal performance. By bringing in the right talent, CSS can help companies train their sales staff with correct tactics to use out in the field. Success means finding the right clients for the product you're selling, thus making the entire transaction a win-win.

What Makes a Salesperson Unique Greg says that 20 years ago, sales thrived on phone calls and face-to-face meetings to discuss a client's wants and needs. With the internet, it is now key for sales people to come to the table knowing about their client's business first through research. Likewise, clients can also research you as the salesperson, making it important to have a personal brand. If a salesperson has trouble defining what makes them unique, ask for feedback from people who know you in the workplace. The right branding can help salespeople connect and bring value to a potential client.

Why Salespeople Fail Greg states that good salespeople are often good listeners and good researchers. If a salesperson can find and cater to the client's needs, they can generate repeat sales. Don't be product-focused. Be a problem solver.

Contact Greg:Website: www.thecenterforsalesstrategy.com LinkedIn: www.linkedin.com/in/greggiersch