Archive for Wisconsin

D-Day for Mercury Marine? Video as Corporate Culture

I was privileged to produce Mercury Marine’s 50th Anniversary video 20 years ago. It was a celebration of an entrepreneur’s vision,  a company’s impact on society, and, in much subtler ways, it’s impact on its surroundings– Fond du Lac, Wisconsin.

The local impact– on employment, community growth, local pride, freshwater recreation heritage– was never pointed out directly. It was there in the amazing visual documentation founder Carl Kiekhafer left behind of his surroundings through 16mm film and pictures. Mercury’s founding in Cedarburg. It’s purchase of the Coriam Farm in Fond du Lac to be the home of it’s amazing growth. It’s incredible impact on watersports, including Tommy Bartlett’s Water Show in the Dells. The national dealer celebrations Mercury hosted in Wisconsin.

I write this because today (Sunday, August 23, 2009) Mercury’s union rank and file will vote on whether to accept concessions in order to keep Mercury’s headquarters and plants in Wisconsin.

I don’t have a bone to pick or a dog in the fight. What I do know is this video demonstrates the incredible impact Mercury’s corporate culture has had on Wisconsin. To see it go the way of so many other corporations that have left, merged, been bought, or otherwise disappeared from the scene would be a distraught moment indeed.

We have short memories, and more and more companies seem to want to forget their past. The man who hired me for the Mercury gig, Ed Huck, often said “What’s past is prologue.” But what prologue is there if you ignore your past?

Here in slightly shortened form, is “50 Years of Leadership.”

He Asks Them to Face the Music– Why Won’t He Face the Camera?

In a video accessible (as of this writing) online, Midwest Airlines CEO Timothy Hoeksema addresses employees with the news that the airline is in trouble and that the employees are facing serious sacrifices. Those sacrifices include (according to the Small Business Times) a suggested pay cut for some pilots from an average salary of $90,000 to $35,000– that is, if said pilots are not among other 50% laid off.

He blames the doubling of fuel costs and indicates there will be a major reduction in aircraft, routes, and flights.

In the message, he says in grim tones, ""It’s really a whole new ball game now. We don’t have a lot of time. This is urgent … It’s going to be very painful."

Company officials said they must take drastic actions this week to
avoid having to file for bankruptcy. Hoeksema said Midwest must be
"restructured completely."

Who’s to argue? Not me. But if I were an employee, I might. Based solely on the video:

  • Why does he look off-screen and tell all of this to an unseen person, when this is directed at the viewer– the employee?
  • Why, at the end, to further undermine the sincerity of the piece, does he suddenly finally look directly at the camera, as if to say, "This interview was fake, but now I’m being sincere…"?

I’m not doubting the sincerity of Hoeksema or the severity of the situation. But I hate it when PR or Video cleverness fouls up the message.

I’d rather see a slightly shaky camcorder and a guy with his tie loose looking straight at me, telling me FIRST how important I am to the company, secondly, what sacrifices he is going to make (or has made), and then, finally, what sacrifices I will be asked to make.

But after viewing this message as it is now, I just wouldn’t feel that motivated.

After all, if I owned stock, I could have cashed out a year ago and would not have had to deal with any of this. Or at least I’d be working for AirTran, the company that is eating my lunch.

This appeal from our Milwaukee’s "HomeTown Airline" simply strikes me as being too UpTown.

 

(Send your corporate videos to brienlee@videostory.com for review.)