By Aaron Ogg

People get worked up over the goofiest stuff sometimes.

The other night when my wife returned from karaoke with the girls, she shared her set list with me. I told her that her vocal range probably wasn’t the best suited for one particular song — “Misery Business” by Paramore, which happens to contain a fair amount of high notes.

I meant it in a joking way and phrased the statement delicately, but she took mild offense. How do I know it was mild? Because when she told me I was wrong and I told her to prove it, she gave me a “grrr” look and gave it a shot. She wasn’t exactly successful. We both had a good laugh.

I just wanted to get a little rise out of her without hurting her feelings, and I did. My work and private lives both have taught me a thing or two about the importance of knowing your audience.

Last week Wisconsin’s tourism department unveiled what I considered to be a brilliant winter marketing campaign, masterful in its strategy and simplicity. I watched with fascination and admiration as an image they created — the approximate shape of Wisconsin made to look like a yarn mitten — generated a buzz throughout regional and national media in print, on TV, on the radio and online.

Michiganders cried foul, asserting that the Wisconsin had no right to lay claim to a symbol so closely associated with the Great Lakes State. As a Michigan resident, I didn’t really understand the passion about our geographical shape. Personally, I don’t care if my state is shaped like a half-eaten tuna fish sandwich as long as it’s a nice place to live.

What I certainly didn’t anticipate was just how big a stir it would create.  With morbid curiosity I scrolled through the negative comments on Travel Wisconsin’s Facebook page. Person after person expressed disappointment and some went as far as to label it dumb marketing.

I disagree, but I do wonder if Wisconsin had any idea just how heated the discussion would become. When I told my wife that she probably shouldn’t try to sing a certain song (in so many words), she could see the wink. That’s not the same thing as this: ;-)

In other words, it’s tough to know how your actions will be received when you don’t have the benefit of a face-to-face encounter. Sure, we can reach tons more people more conveniently than we could 10 years ago, but that can be a blessing and a curse. Connecting with them is one thing. Effectively communicating subtle tones (good-natured ribbing, playful teasing, harmless sarcasm, etc.) is another.

With so many tourist destinations and attractions competing for clicks, online marketing campaigns do need to be sharper and grabbier than ever before, but it’s still a tightrope walk.

Regardless of the negative feedback they received, I’d still say Travel Wisconsin’s efforts were successful — both for the Badger State and for Michigan.            

The two state tourism agencies today announced a mitten collection campaign to benefit the needy. Wisconsin Gov. Scott Walker said the goal is to get both states to “shake hands” and unite for an important cause.

Kinda makes you wonder if that was the plan all along, doesn’t it?

A simple and itenlligent point, well made. Thanks!

Great post, Aaron. I like the "kicker" in all this...both sides "shake hands" like good team players. Which only proves that, adults, like kids, need to play fair and be good sports about the whole thing!