Brandstorm

In this episode of Brandstorm, we welcome Gerardo Guzman, senior vice president of product leadership and Kristen Millsap, account director of client solutions at Nielsen. With so many viewing options for television these days, they join us to discuss what's new in TV measurement and the company's efforts to provide accurate measurement of modern TV viewing habits.

Nielsen A leading global information and measurement company, Nielsen has provided market research, insights and data about what people watch, listen to and buy for over 90 years. They accomplish this through a myriad of methods, including what's known as panels, or small segments of homes in cities that represent the marketplace. By using these panels, Nielsen can gauge over 120 different characteristics per household, such as how many cars are owned and how many people live there. With technology on the rise and viewing habits changing rapidly, Gerardo explains Nielsen's three current focuses: measuring viewership on different devices (such as iPads, phones and laptops), different services (including Netflix, over-the-air stations and mobile applications) and how to improve the core video measurement of what's being watched on television.

What's New in 2018 Gerardo tells us there are big changes ahead this year for Nielsen, not just in the volume of change but how quickly it will occur. One of the biggest changes in 2018 is that the paper diaries, where Nielsen households log their viewing habits, will be retired by the end of the year. Gerardo says diaries – which were introduced when there were only three or four networks, and are still used in 140 smaller TV markets – are no long efficient with hundreds of channels and a multitude of ways to watch video content, a term Nielsen is using to refer to all the ways people are getting their TV programming. Nielsen will now be electronically metering and measuring homes in all 210 U.S. television markets. There are 70 large markets are already equipped with electronic monitoring.

The More Data, The Better If someone leaves a television on when they leave the room for an extended period, would that still count as the program being watched? To an extent, it can with Nielsen's 2013 acquisition of radio market research firm Arbitron. The Portable People Meter (PPM), originally used to pick up AM/FM signals, is worn like a pager and can note broadcasts if a person leaves the room.

With all the ad-supported mobile apps from networks like CBS and Discovery Channel, Gerardo explains that Nielsen's technology is embedded for tracking, yet there are different potential advertising situations there. A show may have a different ad schedule than how it originally aired on live television or the ads may be the same as how the show originally aired. The marketplace may have to sort out how to measure viewing before a true solution emerges.

How Specific the Data Can Be Gerardo informs us that with all the technological improvements that benefit Nielsen, the information they gather can be incredibly granular. An example is a local news broadcast, where it can be known when people are changing the channel, down to the minute. Even if a weatherperson makes a joke on air, Nielsen can track who is tuning out when that occurs, which could lead to the station making a change in the way that anchor delivers the forecast.

The Future of TV and Advertising The pace of change is going to continue and increase. Nielsen is currently making investments in technology that we'll likely see one to three years from now, because no matter what or how content is consumed, it still needs to be measured. And while technology makes it easier for us to watch TV programming on mobile devices – with the potential of apps taking over cable subscriptions down the line – Gerardo notes that 20% of the United States is still without broadband internet service, so the audience for over-the-air television will not be going away soon.

Contact Gerardo:Website: www.nielsen.com Email: [email protected]

In this episode of Brandstorm, we welcome Ihsan Atta, president of OPUS Corporation. Ihsan joins us to discuss why doing business overseas can be difficult without connections or cultural understanding.

Ihsan Atta Ihsan helps businesses both within the United States and elsewhere (mostly in China, India, Pakistan and other Middle Eastern countries) to connect with overseas suppliers. Ihsan asks that any U.S. businessperson working with him to first present the research that they have done. Ihsan works with individuals who have skin in the game and have done their homework. He urges listeners to use trade publications and the power of the internet, as much can be learned from basic web searches.

OPUS Corporation Described on today's episode as a serial entrepreneur from an early age, Ihsan founded OPUS Corporation back in 1996. Though still in college at the time, Ihsan knew he wanted to work in business after graduation, so OPUS Corporation was founded as an umbrella company to work within a wide range of industries. These include window wholesaling, property investment, manufacturing products and the importing/exporting of natural stone.

Cultural Differences Ihsan indicates that the biggest mistake a business owner can make with another overseas company is not understanding the nuances of culture, and that what may seem completely obtuse to Americans may be customary in another country. For example, Ihsan says that in Middle Eastern culture, you may have a three-hour meeting where the crux of the business itself is only discussed in the final 30 minutes. It is important to understand cultural differences in everything from the tone of emails or the consistency of follow-up calls to gift giving or handshakes. Ihsan says listeners should not take offense or be bothered by these different approaches, as attempting to adapt can only help you become more successful in working with foreign companies.

What Makes a Good International Relationship? Like most American business transactions, Ihsan mentions that comfort and trust are key to any worthwhile partnership. He urges those seeking international business to be clear on any communications, as cultural differences and language barriers can turn something we take for granted in small talk and give it a completely different meaning. Ihsan also states that gauging how interested any foreign business is in working with you is important. Your desires should be equal, otherwise it may not end up being a fair or productive relationship.

Resources for Business Owners Ihsan explains that the U.S. Commercial Service – run by the US Department of Commerce and International Trade Commission – is a great resource for those seeking international business. Their goals are to help increase overseas sales and to assist businesses interested in exporting. Bankers and attorneys are not always necessary as they are here in the U.S., however they can be helpful with methods of payment, including wire transfers or letters-of-credit. With physical goods, Ihsan recommends being prepared as well as protected, as shipments from overseas are more prone to damage, customs hold-ups or other shipping delays.

Contact Ihsan: Email: [email protected]

LinkedIn: www.linkedin.com/in/ihsan-atta-8915052/

In this episode of Brandstorm, we welcome Dan Jessup, executive vice president of Jones Lang LaSalle's Wisconsin office. Dan joins us to discuss why the location you choose for your business is so important, and what to look for when starting up or moving.

Dan Jessup A commercial real estate broker for over 27 years, Dan explains that one of the main differences between residential and business real estate is that the former is fueled by emotion, while the latter is based on facts. Examples can include demographics, average income per household or the population within a 5-mile radius. A business owner may not have a handle on those aforementioned statistics, which is where a broker can truly assist. Brokers have a wealth of market knowledge, experience in your business' field and understand current market conditions.

Jones Lang LaSalle For over 250 years, Jones Lang LaSalle (JLL) has been a trusted partner to organizations who want more value from the commercial real estate they own, use or invest in. An international Fortune 500 company, JLL's 70,000 employees deal with every facet of commercial real estate – from transaction management to construction and design management – in 80 countries.

Current Commercial Real Estate Trends Though trends come and go, Dan states that millennials are contributing to offices being more collaborative in nature. Gone are the days of corner, private offices and in their place are more communal workspaces. The current average occupancy per 1,000 square feet is about 6-8 employees, up from 4-5 within the last five years. These staff members spend less time at their desks, more time working from home (or from a separate, third location) and more time collaborating with others on premises. Technology has also made a lot of space initially needed for computer towers, server rooms or paper files obsolete.

Is It Better to Buy or Lease? This is an important question with no good answer, Dan tells us. If you're in the market to purchase, it's key to know the ROI of your own company first. If that number is above 10%, Dan recommends investing back in your own company versus in real estate. If your business is experiencing fast growth, you may want to look into leasing, especially from a landlord with multiple properties, in the event that you need to relocate or your company outgrows your original space.

What Questions Should You Ask a Broker? Dan suggests that since the industry has become so specialized, business owners should work directly with brokers within their city who deal directly in their field, whether that's retail, office, or warehouse space. He also mentions that a great broker should know more about your own location than you do! By working with someone who is well-versed in your arena, you'll easily be able to vet a broker by inquiring about the tenants they've served or currently work with, what lease terms they're under and how recent those agreements are.

Contact Dan: Website: www.jll.com LinkedIn: www.linkedin.com/in/danjessupjoneslanglasalle

In this episode of Brandstorm, we welcome Elzie Flenard, general manager of internet radio station WQYL-DB. Elzie is here to talk about why he founded WQYL-DB, its benefits to both listeners and brands, and why companies should be paying attention to digital broadcast possibilities. 

Elzie Flenard An entrepreneur and host of his own internet radio show/podcast on WQYL-DB, titled Enterprise NOW!, Elzie says he began his station with the goal of what he calls "The Three C's: Connecting, Communicating and Cultivating." In an age where heavily-segmented audiences are both a blessing and a curse and it has become increasingly hard to reach your preferred demographic, Elzie tells us "why" what he's accomplishing keeps him going, and how he is constantly thinking about the "why" to help fellow entrepreneurs or companies withstand hardships or slow times.

WQYL-DB Available via your web browser – or on streaming platforms such as iTunes Radio, Pandora, iHeartRadio or TuneIn – WQYL-DB broadcasts a wide range of talk-radio programming. Depending on when you listen, you can catch shows focusing on business, sports, pop culture, mental health, music and more.

Enterprise NOW! Elzie refers to himself as an "entrepreneur junkie" who loves to talk business, meet new people in different industries and learn the stories and backgrounds of business owners and fellow entrepreneurs who share his passion. On Enterprise NOW!, Elzie welcomes a healthy mix of entrepreneurs, whether they're just starting up or own a multi-million dollar business. He feels the diversity of his guests contributes to the passion he's trying to capture on his program.

Internet Radio Costs Launching an Internet radio station or program can be done on a shoestring budget, but those looking to dive in, need to balance their expectations of what they can get out of it with what they put in. Those entering the field need a strategy, commitment, marketing, branding, and the investment to make the brand successful.

Why Brands Should Explore Internet Radio Although the physical act of listening may be similar, internet radio listeners are different from those who tune in to terrestrial radio and even those who enjoy podcasts. To communicate with your "tribe" – Elzie's synonym for your audience – exploring the potential of internet broadcasting may be a great way to enhance your brand.

Contact Elzie: Website: www.wqyl-db.com Email: [email protected]

This episode of Brandstorm features Michael Stodola, brand manager at Milwaukee's largest craft brewery, Lakefront Brewery. Michael talks about the brand's history, how Lakefront distinguishes itself from other craft breweries and its grassroots marketing efforts.

Michael Stodola Michael has a wealth of experience in brand strategy and development, having served as a motivational brand speaker adept at explaining the benefits, value and relevant moving parts of a successful brands. He was previously director of brand strategy at Boelter + Lincoln Marketing Communications in Milwaukee, where he was also the creative director for many years.

Lakefront Brewery Originating in 1987 by its owners Russ and Jim Klisch, Lakefront Brewery is an industrious and inventive microbrewery located along the Milwaukee River. Its rich history includes partnerships with local taverns, preservation of local historical pieces, unique tours, family-style dining and great beer. Lakefront Brewery created the first gluten-free beer, New Grist, and the first certified organic beers, Organika and Fuel, in the nation.

Carving a Niche in a Crowded Space The craft brew industry is a crowded space with more than 5300 craft breweries in the U.S. alone. Lakefront Brewery went through a branding process six years ago, rediscovering its positioning as a regular guy brand that is honest, true and hardworking and creating a persona of its core user to measure its design and marketing efforts against. The brewery makes 30 different beers each year and is present in 39 states and in several international companies.

Defending the Homefront Through Grassroots Marketing Efforts Lakefront Brewery aggressively markets its beer locally through attention-grabbing internal and external special events, beer tastings and taps, sponsorships. It also leverages its brand with unique and hilarious beer tours, a gift shop, beer hall and original recipes that create an authentic Milwaukee experience.

Contact Michael: Website: http://www.lakefrontbrewery.com Brew Tour Reservations: http://www.lakefrontbrewery.com/tour BeerFinder: http://www.lakefrontbrewery.com/beerfinder Email: [email protected]

In this episode of Brandstorm, we welcome Doug Fox to the show. Doug is here to talk about investor relations communications, and share his thoughts on ESGs, cryptocurrency, and more.

Doug Fox Doug is accomplished in investor relations and communications, and is a finance executive with broad and deep experience. He is a trusted management adviser, with the highest level of credibility and record of leadership. Doug has extensive and enduring relationships across Wall Street, and has spent half of his career on the agency side of things, and the other half focusing on public companies.

Clermont Partners Clermont Partners helps companies navigate change. They work with clients to execute effective, customized strategies that drive positive investor engagement, value and reputation. Clermont helps companies ensure that their investment communications resonate the right way with the investment community. This may be through press releases, conference calls, presentations, investor messaging, annual reports, or websites.

Evolution of Wall Street The evolution of Wall Street over the years are both good and bad. Many of the changes have been driven by technology. There has been an evolution of investing in the terms of retail investing versus institutional investing. Additionally, there has been a rise in passive investing, as well as growth in electronic trading.

Rapid Decline of IPOs There has been a rapid decline of IPOs, which is evident by the shrinking number of public companies. Several aspects factor in this, including: The rise of private equity Venture capital Merger and acquisition activity Different public markets Communication Tactics Communicating in a way that resonates with investors is a top priority for investment companies. Press releases play a vital role in communication when executed with value. Websites and social media are becoming increasingly important components of communication for investment companies. Websites offer the opportunity to share real-time information with investors. Websites and social media both provide a place to communicate ESGs and other corporate responsibilities, which are gaining momentum in the eyes of investors.

Contact Doug: Website: http://www.clermontpartners.com/ Email: [email protected]

In this episode of Brandstorm, we welcome Lou Adler to the show. Lou is here to talk about the opportunity of performance-based hiring. If your business struggles to find top talent, then this podcast is for you!

Lou Adler Lou is the CEO and founder of The Adler Group, a consulting a training firm that helps companies implement the Performance-based Hiring℠ system for finding and hiring exceptional talent. Lou is also the author of two books, "Hire With Your Head" and "The Essential Guide for Hiring & Getting Hired". He's been featured on Fox News and his articles and posts can be found on Inc. Magazine, Business Insider, Bloomberg and The Wall Street Journal.

Performance-based HiringPerformance-based hiring is the only validated methodology that integrates sourcing, screening, interviewing, and recruiting into a seamless approach based on how top people look for, compare, and accept one position over another. 

StrategyIf you wish to hire top-tier talent, then it's time to rethink your strategy. In order to hire a great person, you have to start by offering a great job. Most HR departments consider the application process to be a strategy of weeding out the bad. Instead, they should be changing the messaging to attract great people.

High Touch, High Tech ProcessThis methodology will have you talking with fewer candidates, but spending more time with them, which will raise the talent bar as a resort. Start by defining a job by describing a series of five or six performance objectives. There are three criteria in finding great people through performance objectives:

1. Performance qualified 2. Achiever pattern 3. Career move

Solution Selling vs. Transactional SellingStart by engaging in a career conversation; sell the discussion, not the job. Learn the person's needs, and speak to those needs by offering a solution when it comes time to propose a job.

Job BrandingJob branding is more important than company branding when it comes to hiring. Company branding alone is sufficient when there is a surplus of suitable applicants. When you are offered a select few suitable candidates, however, job branding plays a more significant role. Give people a sense of purpose through the work needed, rather than relying solely on the company brand to attract them.

Contact Lou:Website: https://performancebasedhiring.com/ Email: [email protected]

In this episode of Brandstorm, we welcome Dean Maytag to the show. Dean is here to talk about a regional television show where local entrepreneurs and their ideas are put to the ultimate test. "Project Pitch It" is returning for its second season next month, and we are getting a behind-the-scenes look of how the show works and what it takes to earn an opportunity to pitch a project to the moguls.

Dean Maytag Dean has a strong background in broadcasting with over 26 years as the Director of Broadcast Ops at WISN-TV. He's  also a Board Member of the Wisconsin Broadcasters Association, and is currently the co-producer of "Project Pitch It".

"Project Pitch It"Recorded at Big Chair Studio, "Project Pitch It" features three aspiring — and often inspiring — Wisconsin entrepreneurs each week. The entrepreneurs get the chance to pitch their innovative new ideas to a panel of local business moguls. These successful self-made millionaires then pepper the entrepreneurs with questions, assess the potential of each idea and finally present awards with a total value of nearly $30,000 designed to help each entrepreneur move their business to the next step.

AwardsThe awards range from free tuition, mentoring and office space at Cardinal Stritch University, a business dinner with potential advisors and investors from the Lubar Entrepreneurship Center or $10,000 cash.

Meet the Moguls"Project Pitch It" moguls are the show judges. This season the show welcomes both new and returning moguls. To learn more about the expert panelists, please visit www.projectpitchit.com.

• Deb Allen

• Tina Chang

• Peter Feigin

• David Gruber

• Nancy Hernandez

• Jerry Jendusa

• Jim Lindberg

Best AdviceThe best advice that Dean has to offer to entrepreneurs in the start-up phase is to:

• Know your product

• Be targeted

• Be able to explain your product quickly and concisely

• Have a passion for the product

• Demonstrate personality

Season 2 of "Project Pitch It" will air early February. Please check your local listings for precise dates and times. 

Websitehttp://www.projectpitchit.com/

In this episode of Brandstorm, we welcome Anthony Arbucias to the show. Anthony is here to talk about the evolution of cord cutting and how to advertise in a world with many different mediums and content consumption choices.

Anthony Arbucias Anthony is the General Sales Manager at WISN-TV 12 in Milwaukee, Wisconsin. He leads a team of marketing and advertising professionals who provide solutions that deliver measurable return on investment across television, web, and mobile media platforms. 

What is Cord Cutting?Cord cutting is related to the unsubscribing of cable and satellite television services. It refers to getting access to television through an antenna only, or through streaming television services. 

OTT OTT, or Over-the-Top, streaming refers to the delivery of film and television content outside of the traditional means of television. People viewing and advertising in the OTT sector are viewing/advertising through services like Apple TV, Roku, Hulu, etc.  OTT streaming reaches an audience in a manner similar to traditional television.

How Digital Impacts Cable/Satellite TV

Television is far from dead but rather evolving. Cable and satellite companies are simply adapting to the ever-changing industry and are putting a focus on the importance of generating great content.

Best AdviceThe best advice that Anthony can offer when advertising amidst the variety of mediums offered today include:

• Have a good sense of what you're trying to accomplish with your advertising

• Be disciplined

• Work within your budget 

Contact Anthony Arbucias:LinkedIn: https://www.linkedin.com/in/anthonyarbucias/

In this episode of Brandstorm, we welcome Greg Chapman to the show. Greg talks about how important is if for companies with products or services to know and understand its customers in order to provide the best customer experience possible. 

Greg Chapman Greg Chapman is a merchandising, marketing and business operations veteran. He's a C-Suite level executive with a track record of over 35 years of accomplishments and operating experiences. His career spans leadership roles at companies such as Provide Commerce, Sears, The Sharper Image, SkyMall, Shop NBC, and Best Products, before owning a full-service digital marketing agency. He created The Pocket CMO to help brands identify and develop customer-centric growth strategies that drive business.

Fueling GrowthGreg expresses the importance of customer experience and insists that the only way to fuel growth is by intimately knowing your customer.

Igor Ansoff MatrixIn 1957, Igor Ansoff created a matrix for a strategic guidance of growth. Greg discusses how this matrix is still very applicable today, and emphasizes that with each component of the matrix, CMOs for brands need to know the customers' wants, needs, desires, and expectations to develop strategies for future growth.

• Market penetration

• Market development

• Product development

• Diversification

Creating Customer Personas There are many approaches to getting to know your customers and one is not necessarily better than the other. Greg goes into detail about market segmentation, quantitative segmentation, ethnographic qualitative research, and value propositioning to gather the intelligence to create buyer personas that mirror your brand's customers. 

Customer Journey MappingA customer journey map illustrates every touch point a customer goes through in engaging with a company's product or service. This process helps to identify if a company is fulfilling its brand promise to the customer. Understanding the customer journey with your brand is critical to brand growth.

10 QuestionsGreg offers a 10-question assessment on his website that he uses as part of the discovery process when working with clients. While these questions are not necessarily in any order and not many, if any companies can answer all of them, the questions help business leaders dive deeper look into the customer experience their brand offers, identifying areas to further develop and nurture the experience.

Contact Greg Chapman: Website: http://www.thepocketcmo.com/ Email: [email protected]  LinkedIn: https://www.linkedin.com/in/gregchap/