The Heinzeroth Blog

Loren Heinzeroth

Recent Posts

Is Your Merchandising Right For New Homeowners?

Posted by Loren Heinzeroth on April 20, 2021

As consumers return in greater numbers to physical retail shopping, DIY in-store merchandising may be due for a tune-up in many categories. Thinking post-COVID if possible, we should ask ourselves if what worked in previous planograms and point-of-purchase messaging is still effective, particularly with consumers that are new to projects involving our products. Following are 3 thought starters for changes you can make to convert more sales and grow your business with new homeowners, a group that is also leading the way with new expectations about the shopping experience.

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Use Warranty Registration Data for Content Marketing Strategy

Posted by Loren Heinzeroth on November 24, 2020

If your products involve a warranty, kudos to you for adding that special value to your brand. But is the way in which you register customer purchases making it possible for you to capture key insights and also to stay connected with your customers? For any company considering a content marketing program, a good place to apply its automated communication features is with your warranty registration process.

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Topics: Consumer Retail Channels, Shopper Marketing, Inbound Marketing


How to Lead a Successful Virtual Meeting with Retail Buyers

Posted by Loren Heinzeroth on September 17, 2020

"With online meetings we consistently miss one very important thing" states one of our agency's clients recently. "We totally lose the ability to show our product advantages in person, giving buyers a chance to touch and feel the products."

This particular client was talking about Product Line Review (PLR) meetings with retail buyers at Home Depot, Lowe's, Menards and other major DIY retailers. There's a lot riding on those meetings which in pre-pandemic days were almost always done in person. PLR meetings often make all the difference in determining which brands will be on the retailers' shelves next season.

This absence of an experiential element caused us to think about ways our creative team can help companies come out on top in those meetings, even when the obvious limitation is that all things being discussed are on a computer screen.

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Topics: Consumer Retail Channels


Changes in Digital Marketing Keep Us Re-Thinking It

Posted by Loren Heinzeroth on November 22, 2019

Whether your business involves Consumer or B2B products and services, changes in the digital marketing landscape continue to expand the potential role digital activities can play in your media outreach. Newer tactics such as retargeting campaigns, contextual advertising, programmatic buys, chat bots and other ways of engaging with customers certainly make digital activities as complex as anyone would want to manage. 

To maximize effectiveness of an advertising media plan, one of the basic questions still remains: Should you place greater emphasis on digital initiatives today? Or should you continue to allocate a significant share of your budget for traditional activities such as print advertising that you have used in the past? What is an appropriate mix? The balance of this article provides general thoughts on that central issue.

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Topics: SEO, Marketing Strategy, Advertising


Discover The Right Balance In Your Retargeting Campaigns

Posted by Loren Heinzeroth on November 19, 2019

 

Connecting with website visitors after they have left your pages is certainly a powerful tool in digital marketing. And while consumers today are more aware of "cookie" tactics, and we might say they benefit by receiving reminders that are relevant to their interests, there is always a tipping point at which retargeting ads may be too frequent and annoying. At that point they are doing more harm than good for your brand. Here are some guidelines for keeping your program safely inside that line and not wasting impressions.

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Topics: Inbound Marketing, Marketing Strategy, Advertising


How Blogging Revs Up Your Content Marketing

Posted by Loren Heinzeroth on February 22, 2019

 

Illustrating the many marketing advantages of having an active blog on your website, this infographic by WebsiteBuilder provides insightful data that anyone involved with content marketing should find interesting. For example, having an active blog is said to yield 55% more site traffic and 97% more inbound links.

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Topics: SEO, Inbound Marketing, Influencer Marketing


5 Metrics You Can Use To Clarify Marketing's True Impact

Posted by Loren Heinzeroth on October 29, 2018

 

When the annual budget process comes around, marketing managers naturally hope to see all key elements of their marketing plan receive funding. Wouldn't it be nice if top management could evaluate your proposed budget along with some supporting evidence of marketing's positive and measurable impact on your business? These 5 metrics may be a bit theoretical and simplistic, certainly not the end-all rationale for setting budgets. For certain types of businesses, they might also be difficult to calculate. Still, knowing things such as your Customer Acquisition Cost may make it possible to explain and verify marketing's impact while establishing some new benchmarks for future tracking.

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Topics: Marketing Strategy


Do You Know What Your Retailer's Buying Team Really Cares About?

Posted by Loren Heinzeroth on August 23, 2018

MORE PLANNING IDEAS FOR SUCCESS IN PRODUCT LINE REVIEWS:

Considering the wide range of point-of-sale tracking tools available to help you prepare for your next Product Line Review (PLR), you may be missing the boat if you aren't equipped to address the metrics your merchant is most concerned about. Chances are, you may otherwise be inclined to go  over things that many buyers consider to be a waste of time. And even if you are bringing loads of information, perhaps it isn't presented in the way your buyer wants to view the figures. To help you plan for your next presentation, here are some thought starters you might keep in mind.

 

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Topics: Consumer Retail Channels, Marketing Strategy


Reflections On Our 25th Anniversary

Posted by Loren Heinzeroth on April 4, 2018

 


Not to make too much of our recent milestone, but I am a bit reflective as we celebrate our agency’s 25th anniversary this week.

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Topics: Marketing Strategy


New Paint Color Trends for 2018

Posted by Loren Heinzeroth on January 11, 2018

 

After several years of subdued gray tones and whites dominating (or should we say “minimizing”) the design landscape, it’s nice to see that more vibrant colors may be back as inspiration for graphic design and marketing overall. This shift is trending in recently announced paint colors by major coatings brands as well as in the predictions of leading influencers such as Color Marketing Group, Pantone and others.

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Topics: Graphic Design, Marketing Strategy