Posted by Matt Register

Kerry and Graham, Founders of WOND3R discusses our emotional connection to advertising.

Please excuse any typos in this hasty transcript.


Matt Register: Welcome to the show, Texas Business Radio. Texasbusinessradio.com is the website. 844-814-8144 is our 24 hour call in line. 24 hours, that means call in now, call in later, call in at 3:00 in the morning. I don’t really have an opinion on it. We’re going to get the experts on here to get those questions answered. We’ve got a great show for you today. We’re talking about marketing. And we have a studio full of really smart folks to tell you everything they know about it. I’m your host, Matt Register. Jay Curry, who’s normally sitting over there in the cohost chair is going to join us here shortly. In the meantime, we’re going to go ahead and jump right into it. If you are spending money on advertising, there’s a lot of ways to spend that money, and not very many ways to do that effectively. We have some folks in the studio right now that are going to tell you how to spend that money to where it has the most return, because I’m telling you guys, most businesses are doing this wrong, and we’re going to figure out the right way to do it. We have Graham Painter, and we have Kerry Chrapliwy.

Kerry Chrapliwy: Hey.

Matt Register: Who are co-founders of Wond3r here in Houston, Texas. Guys, welcome to the show.

Kerry Chrapliwy: Hey, pleasure to be here.

Graham Painter: Thanks very much.

Matt Register: So tell me about Wond3r.

Kerry Chrapliwy: Yeah. So Wonder is kind of a … There was a book written on Wond3r. And we took it from that. I think people have lost that magic. What is that magic that compels people to buy? What is it that they wonder about? And what we see it’s that emotional connection. So, advertising has changed so dramatically. It was kind of push your message out there, and expect people to do something with it.

Matt Register: Sure.

Kerry Chrapliwy: And with social media, it’s changed so dramatically. The whole industry has kind of flipped on its head. Now I’m competing with my 13 year old son for followers. So, we created Wond3r to really tap into that emotional connection to the audience. And I met Graham Painter along the way, and our other business partner just had a baby so he couldn’t be here. But, these two guys were kind of the most creative people I had met in Houston. I worked for HP for about 12 years, and I got to do a lot of global programs, very successful programs. We did something with MTV, the first Take Action Make Art campaign where we partnered with the audience.

Matt Register: Sure.

Kerry Chrapliwy: And we had them create a notebook. And at the time, nobody knew what the results would be. We ended up doing this campaign where literally they got about three submissions on the last campaign that MTV did.

Matt Register: Sure.

Kerry Chrapliwy: HP did it with MTV. We ended up with 10,000 designs. There was a notebook design challenge.

Matt Register: Oh, wow.

Kerry Chrapliwy: So we told the audience, hey, whatever you’re passionate about, tell us, and we’re going to put it on the next HP Notebook. And we ended up with, I think 4 million page views in six weeks, 10,000 designs. It was just a grand slam home run in terms of ROI media, and actually we won kind of all the internal awards for best marketing campaign of the year, creative breakthrough of the year, all these things. And so, we really could see the shift in the way that people were connecting into through social media. And giving all of the listeners and the people out there a voice. And so that’s really what Wond3r is about is trying to shift it.

Matt Register: Well, it’s interesting with social media and companies.

Kerry Chrapliwy: Yeah.

Matt Register: Because they either get it wildly right, or it just often has almost no effect. Right?

Kerry Chrapliwy: Yeah. Yeah.

Matt Register: And we all know the companies that we’ve seen that do it. Doritos does some good stuff. And there’s some companies out there that get it right.

Kerry Chrapliwy: Yeah.

Matt Register: But the vast majority of them do not. What is the difference? Because it’s not a big difference, but something makes it resonates. Something makes it not. Right?

Kerry Chrapliwy: So I think digital media is the thing that’s throwing everybody up. There’s a whole digital transformation. So everybody’s getting so focused on the digital.

Matt Register: Right.

Kerry Chrapliwy: And they’re forgetting about the people. And so, we did a project for an enterprise company, and they wanted to do some thought leadership on how to talk to the CIO’s and CEO’s of a company, who are probably the smartest people out there on the planet.

Matt Register: Sure.

Kerry Chrapliwy: And, so we ended up looking at Michio Kaku who’s a physicist. And he broke down the human brain. So if you really want to think about this, the human brain would take up, if it were a server, the size of a city block. It would be powered by a nuclear power plant. It would be cooled by a river. And it would run on less than five watts. It’s the most powerful known entity in the universe. And I think we all think that our smartphone smarter than us, but.

Matt Register: It’s not, not yet anyway.

Kerry Chrapliwy: That’s not the case. So I think you’ve got four super computers right here in the studio right now. And I think a lot of businesses and brands have just kind of pushed the digital button, and said, oh, well I’ll let digital take care of this. Well, no, the human supercomputer, you can’t really automate that process.

Matt Register: Right.

Graham Painter: So, what works in social media is forming a sort of circular thing in which your social will draw people to your website, which will drive people to an event perhaps outside.

Matt Register: Right.

Graham Painter: Which will drive people to other touchpoints, right? It’s a very circular thing. So social media, you never want to use it for the sake of just doing something for social.

Matt Register: Sure.

Graham Painter: You need to really consider it as its own content strategy. You need to have a voice that’s carved out that’s consistent. And it needs to be-

Matt Register: And authentic.

Graham Painter: And very authentic and relevant, right? If you are yourself, and it is appealing to you, chances are it’s going to connect with somebody else. But you want that consistency across the board. You don’t want to just post helter skelter, and just say, hey, I have a social media channel, and social media is what we need, so we’re good. Put stuff up there.

Matt Register: How does our audience, a middle market business owner.

Graham Painter: Yeah.

Matt Register: Somebody with something South of a seven figure marketing budget, or advertising budget. How do they not screw this up?

Graham Painter: You are, as a brand, like any brand, whether you’re small, big, middle, whatever you are, you’re a personality.

Matt Register: Mm-hmm (affirmative).

Graham Painter: You have to carve out that personality and keep that thing consistent. And whatever we’re doing, imagine that we are giving pickup lines out there.

Matt Register: Okay.

Graham Painter: To an audience of people who don’t want to be hit on.

Matt Register: Right.

Graham Painter: So if you come out and you’re real transparent, and you pull a kind of a one liner, if it’s an obvious pick up line, you’re not even going to get a phone number.

Matt Register: Sure.

Graham Painter: So you need to converse and make a two way conversation with people. And that goes for our middle market guys as well as our big corporations.

Kerry Chrapliwy: Yeah. Yeah. And for us it’s the video. There’s a video revolution out there.

Matt Register: Sure.

Kerry Chrapliwy: So, when you’re thinking about doing billboards and print ads, that’s only going gonna go so far, it’s static, exactly.

Matt Register: Speaking of, guys. Go to the website.

Kerry Chrapliwy: Right.

Matt Register: You can watch this interview and not just listen to it. So go ahead.

Kerry Chrapliwy: Right, right. So content is king, but content that arouses people.

Matt Register: Sure.

Kerry Chrapliwy: Because 80% of content doesn’t arouse people. So you need to be thinking, you don’t want to set up a video and just talk about what you do. You want to talk about what the customer wants. What is the customer passion? What does your customer need?

Matt Register: And how do you solve their problem, right? I mean, that’s what they care about you and your business.

Kerry Chrapliwy: Yeah. Yeah. They don’t care about you.

Graham Painter: Yeah, and don’t talk about yourself. That’s a good point.

Kerry Chrapliwy: Yeah.

Graham Painter: Talk about what it is that’s relevant that you’re going to offer them.

Kerry Chrapliwy: Yeah.

Graham Painter: But the other thing that everybody seems to get wrong, and Kerry brought it to my attention. There’s some Nielsen data that shows that … We talk about some companies have big consideration purchases, like let’s say servers in an IT department.

Matt Register: Right.

Graham Painter: Where you wouldn’t do it very often. It’s a big spend, or maybe solar panels or something. But 60% of those were made off of an emotional decision. So the majority of people, and that is big consideration.

Kerry Chrapliwy: Really big consideration.

Matt Register: Even out of big companies?

Kerry Chrapliwy: Even B to B.

Matt Register: Really?

Kerry Chrapliwy: Even B to B. So I think people are, where we see a revolution is the opportunity to have fun at business, have fun at work.

Matt Register: Yeah, no kidding.

Kerry Chrapliwy: So, Graham and Charlie are two of the most creative guys that I’ve ever met. And Graham is a global … He’s worked creatively all over the world.

Matt Register: Sure.

Kerry Chrapliwy: He was in London for about a decade. And then he was in Thailand and Myanmar. And so we’ve just been very privileged to have them come back to Houston, Texas. And I worked at a large global corporation, Hewlett Packard, $80 billion.

Matt Register: Sure.

Kerry Chrapliwy: We probably launched over a billion dollars worth of product in my career. And so the three of us have a global experience that this market is needing, because most of the big agencies moved out of here. So you got mom and pops, but typically you don’t have three guys that have come together with the global experience.

Graham Painter: With the global experience, that’s right.

Kerry Chrapliwy: And the passion to do it. And so, we will work with pretty much anybody that needs something. And nobody’s too small or too big, we just kind of get down, get together, and we figure out the strategy and then get to it.

Graham Painter: It’s not about spend, it’s about the quality of the creative content you’re putting out there. So it works for small, middle, big.

Matt Register: Well, and it’s got to start with strategy too, right?

Kerry Chrapliwy: Yeah.

Matt Register: I mean, you got to figure out why you’re doing this before you figure out exactly what is you’re gonna do.

Graham Painter: And guys, you’re listening out there, please, Matt is right. Strategy is the key.

Kerry Chrapliwy: Yeah.

Matt Register: So where can somebody go and and learn more about this? If somebody is interested, what’s the easiest place for somebody to find it?

Kerry Chrapliwy: So we have a newfangled .com. It’s .company.

Matt Register: Okay.

Kerry Chrapliwy: So it’s Wond3r, W-O-N-D-3-R.company.

Matt Register: Okay.

Kerry Chrapliwy: And check out our site. And then we have some examples of some of the brands that we’ve helped over the couple of years we’ve been in business. And kind of together as a team. One of the … We visit Houston, and the GHCVB is one of our clients. We literally put Houston on the runway at New York Fashion Week. We ended up with I think over 2 billion impressions. We stopped counting. And we ended up with about 200 articles. We ended up with about $10 million worth of valuation of paid media.

Matt Register: Yeah.

Kerry Chrapliwy: But it would be a 10X that for earned media, because we had the whole world talking about how interesting, and diverse, and clever Houston was.

Matt Register: Interesting stuff. Graham Painter, Kerry Chrapliwy out of Wond3r in Houston. That’s W-O-N-D-3-R.company. We’re going to have that linked right from TexasBusinessRadio.com if you’re driving a can’t take notes. Thank you guys for joining us very much. Very interesting stuff.

Graham Painter: Matt, appreciate you. Thank you very much.

Kerry Chrapliwy: Matt, and hey, we love what you’re doing here. And I love the entrepreneurial spirit, and just kind of going for it. That’s what you need to do these days.

Matt Register: Business is the best kept secret in the United States. God bless America, right? This is the place to do it.

Kerry Chrapliwy: Yeah.

Matt Register: We got to go pay some of our own bills though. We’re going to be back right on the other side of the break with a whole lot more Texas Business Radio. We’re talking marketing, and we’re talkIng about it all show. We’ll be back right on the other side of the break. Don’t go anywhere.

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About the Author
Matt Register

Matt Register

In addition to hosting "Texas Business Radio," Matt is an investment banker and serial entrepreneur from Montgomery, Texas. He is the owner of RREA Media and Register Real Estate Advisors and a Managing Director and Principal at Corporate Finance Associates. He has a BS from the United States Military Academy at West Point and an MBA from Rice University in Houston. You can read more about Matt HERE.

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