Is Inbound Marketing Effective With Engineers & Technical Professionals?

Posted by Loren Heinzeroth on May 24, 2017 at 1:30 PM

While inbound marketing (content marketing) is becoming an ongoing initiative for many companies, its adoption in industrial OEM markets is growing at a somewhat slower, yet steady rate. Do inbound marketing methods apply to industrial OEM and component businesses that target engineers and other technical professionals? Even if those businesses sell to only a small number of companies? We would say Yes! Here’s why.

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Topics: Brand Marketing, B2B Marketing,


Writing Case Studies for B2B Marketing Programs

Posted by Greg Surufka on April 3, 2017 at 8:15 AM

Today’s fast-paced, digital communications can create real challenges for B2B marketing professionals. One of the biggest hurdles is developing a plan to generate a continuous flow of fresh content to keep your customers and prospects engaged through social media channels, targeted eMarketing campaigns as well as regular updates of your website.

Developing and supporting a case study program is an extremely effective way to help relieve your content creation burden while establishing your company’s credibility and areas of expertise.

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Topics: Case Studies, Brand Engagement, Integrated Communications


7 Tips To Help Marketers Use Amazon More Effectively

Posted by Roger Peterson on March 31, 2017 at 1:31 PM

When it comes to retail trends, no single organization has done more to change the way that people shop in recent years than Amazon. This remarkable company is innovating at a faster pace than everyone by improving the shopping experience with rich, easily searchable content and by adding the immensely popular Prime. Sellers who ignore the impact of this marketing juggernaut run the risk of missing a huge opportunity to reach a constantly growing number of customers who shop online first.

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Topics: Home Improvement Channel, Connected Consumer, Brand Marketing, Amazon


Make Your Next New DIY Product Launch A Success

Posted by Dave Johnson on March 10, 2017 at 9:07 AM



 

If your company manufactures do-it-yourself products, chances are good that new product development is a key part of your strategic plan. New products often serve as the life-blood of DIY categories that have come to expect a continual flow of new choices. As you look at current revenue and profits, you might ask how much of that financial performance was due to products you've introduced in the past 5 years alone. In many categories that number can easily exceed 50%. To make sure your new product development process is doing all it can for company growth and your brand position at retail, here are some practices we have noted to be successful in the DIY channel.

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Topics: Merchandising, Consumer Retail, Packaging, Home Improvement Channel


30 Greatest Sales Lead Generation Tips & Tricks

Posted by Loren Heinzeroth on January 13, 2017 at 12:23 PM



Some websites just seem to “get” the best practices of inbound marketing, with plenty of interesting blog content, calls to action (CTA’s) throughout the site and landing pages that convert visitors to leads. In our use of the HubSpot platform for inbound marketing, we are able to take advantage of tactics that have been proven successful in studies of thousands of HubSpot campaigns. Here is a quick summary of a few ideas you can use to improve conversion rates in your marketing efforts.

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Topics: Messaging, Integrated Communications


10 Tips for Marketing to Professional Trades

Posted by Roger Peterson on July 29, 2016 at 10:26 AM

Professional tradespeople are a proud, independent group with a strong personal identity. They are entrepreneurial in character, but always remain builders-of-things at heart. They appreciate it when anyone expresses a sincere respect for their craft. When buying their tools and supplies, they expect a certain amount of attention, whether that occurs at a specialty dealer or in the big box retail environment. They feel their needs are special, and they expect products and services that cater to them.

Improving your success rate for marketing to professional tradespeople requires a good understanding of this unique identity, what messages resonate with them, what media they consume and, ultimately, how they make purchase decisions.

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Topics: Messaging, Media Habits, Professional Services Marketing, Contractors Marketing


Welcome Dave Johnson, Senior Account Manager

Posted by Loren Heinzeroth on June 14, 2016 at 3:15 PM


Heinzeroth Marketing Group is excited to welcome Dave Johnson to its team. Dave will assume the role of Senior Account Manager and will be managing existing as well as new clients for the firm. He is based In Tucson, Arizona.

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Topics: HMG News


Inspiration for Better Packaging and Merchandising

Posted by Loren Heinzeroth on May 17, 2016 at 3:47 PM



View These Winning Designs Announced At The 2016 NRHA Awards Program

If you are considering an update to your packaging and in-store POP merchandising, there are some great idea starters represented in this year’s awards program sponsored by the North American Retail Hardware Association (NRHA). Full disclosure: because the top packaging honor went to Heinzeroth Marketing Group for a Rain Bird package, we have a special interest in this awards program. But despite that small qualifier, we do think all of the winning designs are worth sharing.

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Topics: Merchandising, Consumer Retail, Packaging, Home Improvement Channel


Tips for Marketing Home Improvement Products to Millennials – Part II

Posted by Roger Peterson on March 15, 2016 at 11:30 AM


Strategies for Connecting with This Audience

In Part 1 of this blog post, we discussed why it’s time to start marketing home improvement products to millennials. This post is dedicated to exploring how we can effectively reach this important audience with media, messaging and merchandising strategies that build relationships and, ultimately, drive sales.

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Topics: Consumer Retail, Consumer Research, Home Improvement Channel, Millennials


Providing a Fresh Face to a Legendary Service Provider

Posted by Roger Peterson on December 9, 2015 at 2:39 PM


Heinzeroth develops new website for Northern Illinois Hospice

To provide a more compelling and relevant format for sharing the inspiring stories of its patients and their families, volunteers and staff members, Northern Illinois Hospice partnered with Heinzeroth to develop a fresh, content-rich website to increase engagement and conversion.

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Topics: HMG News