Welcome to the Fish-On blog

Hello to my Marketing Brethren:

There are a lot of people I admire that have been blogging for what seems like an eternity in cyberspace, however I am admittedly new to this medium.  So since this is my first post, I feel some introductions are in order.  

I am the owner and driving creative force behind Fish-On Marketing and like to refer to myself as a “marketing guide”.  I like the term “guide” (hang with me as I continue the fishing metaphor) because it seems more approachable than consultant, CEO, account director or principal.   A guide (think of fishing guide) takes individuals (brand owners) with varying experience and abilities into waters (the marketplace) that are different every day.  The fish (consumers) are often persnickety in what attracts them and therefore you need to always be open to new tackle (think tactics).  And at the end of the day, a memorable and wonderful story can be the end product of a good experience on the water.   

This story telling is really what makes for great marketing and ultimately builds strong brands.  So enough of the metaphors - what do I do?  I help brands and medium sized businesses connect with their consumers by creating memorable brand experiences.  That may be clear as mud, and a bit vague for an elevator pitch, but a quick tour of my site may provide some texture around what this paradigm shift in marketing is all about.  

Over time I hope this blog will also give you some insight and clarity into this new frontier we call experiential marketing …at least my view of it.  As I schizophrenically bounce between consumer and marketer, through this blog I will be providing commentary, posts, links, and real world examples that I hope will stimulate thought and ultimately expand your horizons of the branding world we all live and work in.Another marketing premise that I’m a firm believer in is establishing relationships with your audience. 

So a bit about me on the personal side.  A husband and father of two, I live in the small own of Ormond Beach Florida, a bedroom community of Daytona Beach.  Having been born and raised in the Sunshine State I received my undergrad from the University of South Florida in Management with a minor in Marketing.  Shortly after gradation I began a career with a little pet food company in St. Louis called Purina (LOL).  Over the next 15 years I held various positions within the company in sales and veterinary marketing in addition to earning my MBA at the University of Southern Illinois.  I spent the last few years of this assignment leading their experiential marketing group developing non-traditional programs to engage pet owners.  Everything from TV shows, on-line applications, and mobile marketing events.

When you think about marketing pet food it’s all about tapping into the emotional bonds people have with their pets.  After all, it’s hard to sell on the traditional features and benefits of the product because you’re not selling to the end user (the dogs and cats) that can truly relate to those product features.  This unique premise helped open my eyes to the benefits of engaging consumers through experiences and emotional connections, and has served me well as I apply those basic concepts to other brands I consult with now through Fish-On Marketing, an agency I founded in 2004. 

As we dialogue with each other I’ll weave in personal anecdotes and more about my opinions, feelings, and my life as a marketer and an individual.  Please feel free to comment and reach out of you’d like to have a conversation about my thoughts or agency capabilities.  This should be fun.

Fish-On,

Bud Hanson

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