Read the article at bizjournal.com.
Hanson Dodge Creative, a Milwaukee marketing and advertising agency, has found a unique way to promote itself among its key targets in the active lifestyle industry.
The company has hired an Olympic runner to promote Hanson Dodge with a temporary tattoo on his left shoulder.
Nick Symmonds, a 2008 Olympian and 2012 Olympic hopeful, will sport the tattoo of Hanson Dodge’s Twitter handle, @HansonDodge, at upcoming races such as the Sydney Grand Prix and the 2012 London Olympic Games, should he qualify.
Symmonds auctioned off the chance to wear a tattoo of a company brand on eBay as a way to raise money for his training. But Hanson Dodge saw it as an opportunity for a deeper partnership, said Ken Hanson, chief executive officer. The company has hired Symmonds as the first representative on its new “active lifestyle advisory board.”
Hanson Dodge specializes in the active lifestyle arena with clients such as Wilson Sporting Goods Co. , Wolverine boots and Waterloo-based Trek Bicycle Corp . It sees the advisory board as a way to reach out to potential clients and make sure it’s providing what clients need, Hanson said.
“The idea is for us to be able to build a group of athletes who can give us advice on how to do a better job and make our work more authentic,” he said.
It also will help Hanson Dodge employees connect with the excitement of competition halfway around the world at the London Olympics, he said.
Symmonds is the top-ranked 800-meter runner in the United States and he also is an outdoor enthusiast interested in hobbies such as fishing and mountain climbing, Hanson said.
“He can help consult with us to make sure our work is really spot-on for the target market,” Hanson said.
Hanson Dodge also will help Symmonds build his personal brand, he said. For example, the company will build him a new website. The original agreement runs through the Olympics, scheduled for July 27 to Aug. 12, but the company already is negotiating with Symmonds to extend the relationship longer.
“It’s becoming sort of a mutual relationship,” Hanson said.