Mad City, Madtown, City of Four Lakes – just a few of the names our city of Madison, Wisconsin, is known by. What some may not know is that Madison holds a slice of architectural history – Monona Terrace. Designed by a native Wisconsinite hailed as the greatest architect of the twentieth century, Frank Lloyd Wright spent years championing this design as his gift back to the state he so loved. Wright dreamed of building a terrace that linked Wisconsin’s state capital to the beautiful Lake Monona. A project that came to fruition 59 years after its inception, Monona Terrace Community and Convention Center stands tall as an iconic feature of Madison’s downtown skyline.

Recall a time when you had a great experience with a brand from start to finish. What made that experience unique? If we had to guess, it had something to do with an easy experience that went above and beyond expectations. Every interaction a consumer has with your brand becomes an opportunity to forge relationships that nurture brand loyalty. This journey is otherwise known as the Customer Experience – CX for short.

The new year brings hopeful reflections for what the next 365 days will hold – and what challenges may arise. In an ever-changing arena like marketing, finding a foothold can be tricky. Our Hiebing experts are here to help. We asked our experts what trends could maximize a brand’s impact in the new year – and they delivered. Here are the marketing predictions worthy of consideration for 2023.

On average, users of all ages nowadays are spending at least 2.5 hours per day scrolling through social media – with 95 minutes of that time spent endlessly scrolling through TikTok, according to SensorTower’s Power User Curve. The time spent on this platform is significantly higher per day in comparison to the likes of Facebook, Instagram and Twitter. Marketers are now asking how TikTok is keeping audiences engaged longer in a way other social networks just aren’t?

Snap a photo. Be in the moment. Be… real. This simple idea launched the newest app shaking up the social media world: BeReal.

We read a quote that reads “your vibe attracts your tribe,” and it immediately prompted a thought about influencers in the marketing sphere. When a brand begins to consider if an influencer program is right, there is undoubtedly a checklist to go through. How large is their reach? Are they credible? Can their organic content attract new brand fans? Truthfully, harnessing the power of influencers is to understand your “tribe” well enough to find the right person to meet those vibes. Here are a few ways we help our clients develop influencer programs that energize brand momentum.

Here at Hiebing, we are fascinated by the elder half of Gen Z, also known as “Elder Z” – particularly the wide range of habits this cohort is building. From eating and travel habits to how they spend their free time, we’ve researched it all since launching our proprietary quantitative research in 2019.

Austin is known for an eclectic collection of reasons: It’s one of the only places on the earth where you can find a cathedral of junk, an oasis of breweries and, of course, the world’s best Tex-Mex – and no Texas brand does Tex-Mex better than Chuy’s. Known throughout Texas (and the 16 other states where they operate) for its funkadelic vibe, signature sauces made from scratch and heaven-sent handmade tortillas, Chuy’s feels like the fun, energetic friend who is always party-ready.

“The good ol’ days”

At Hiebing, we keep a close eye on the people we refer to as “Elder Z,” our term for the elder slice of Gen Z.

Have you ever seen an ad for something you were just thinking of? An interaction so eerily well-timed that it caused you to squint suspiciously at your phone as if it were listening to your thoughts? No, our technology isn’t listening to us, at least not yet.

Christmas in Wisconsin is brimming with unique traditions – the smell of a freshly cut Christmas tree, the taste of pickled herring or the sound of scratching a lottery ticket you pulled out of your stocking. In June 2021, Hiebing was awarded Wisconsin Lottery’s Product Information Advertising Services contract – and we hit the ground running to drive their responsible gaming initiatives and creative endeavors. Our first swing at a creative campaign? Introducing six new holiday-themed lottery scratch games right in time for Christmas. We know the happiness of scratching a name off your gift list, and we wanted to incorporate that holiday cheer into the campaign across every touchpoint.