Lisa Nielsen

Recent Posts

Building Brand Awareness Through Advocacy Marketing

Posted by Lisa Nielsen on February 13, 2018 at 9:15 AM

Advocacy Marketing

There are many ways to build brand awareness through early adopters and others we might target to achieve positive product reviews and referrals as well as more frequent sharing of your product story. Content Marketing, Social Media Marketing, Videos and Influencer Marketing are some of the techniques considered to be effective in getting the conversations started. Within that spectrum of person-to-person initiatives, Advocacy Marketing is a tool specifically intended to harness the power of consumers who are already sold on your brand.

 

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Topics: Brand Marketing, PR Strategy, Community Influencers, Social Media


What Is Influencer Marketing And Why Is It Important?

Posted by Lisa Nielsen on August 25, 2015 at 5:59 PM

To connect with key influencers in social media and spark their interest in sharing your brand story, the first step is to know who they are. There are several ways to identify and reach out to bloggers and other influencers that impact your product or service in social channels. And not all of these methods require subscribing to costly social media publishing and monitoring platforms.

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Topics: Bloggers, Community Influencers, PR Strategy


Taking Your Products to New Channels: Research Is Essential To Success

Posted by Lisa Nielsen on October 15, 2014 at 7:11 PM

Will your products sell successfully in another channel? It’s a common question and perhaps a tempting option to pursue if your products are nearing the mature stage of their lifecycle. Before you invest in a new channel initiative and get your team working on campaign materials, you might think first about how your business model would fare in another channel. If your company and brand strengths don’t transfer well, it’s likely that your products will need more than a marketing push. 

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Topics: Consumer Retail, Brand Engagement, Integrated Communications, Brand Strategy, B2B Marketing,


10 New Rules for Successful Line Reviews

Posted by Lisa Nielsen on April 16, 2014 at 3:37 PM

Another product line review? So soon? If your company’s channel marketing strategy involves big box retailers, it seems that there is nearly always a product line review on the dashboard. In our research and creative support for companies that have been participating in these annual (or more frequent) “trips to the shark tank,” we’re seeing a few things about the process that have been changing the past couple of years. Among those changes:

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Topics: Consumer Retail, Purchase Cycle, Brand Strategy, Line Reviews


Utilizing Earned Media in Your PR Campaigns

Posted by Lisa Nielsen on January 23, 2014 at 9:04 AM

To energize your PR campaigns with the multiplier effect of blog articles, social media shares and other earned media exposure, there are some basic tactics that tend to fuel conversation and engage customers with content they generally trust more than ads and traditional news coverage. While these tactics do require some extra effort and hands-on attention, many of the techniques can be applied by B2B as well as consumer brands.

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Topics: Brand Engagement, Integrated Communications


Gaining A Competitive Edge With The Connected Consumer

Posted by Lisa Nielsen on January 8, 2014 at 8:59 AM

As unsettling as it may seem, the instant access that consumers now have to product reviews and pricing comparisons can represent some new opportunities to outmaneuver your competitors and kick start a new era of sustainable growth. Here are some tips for getting to the next level in a changing consumer marketplace.

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Topics: Consumer Research


Heinzeroth Named To NRHA Awards Panel

Posted by Lisa Nielsen on August 19, 2011 at 2:53 PM

For the second consecutive year, agency president Loren Heinzeroth was chosen to serve on the 6-member judges’ panel for the 2011 NRHA Packaging and Merchandising Awards. Reviewing entries from more than 130 manufacturers from across the U.S., panel members evaluated packages and POP displays for their effectiveness in driving consumer engagement and encouraging sales. “There were many outstanding entries this year from a wide spectrum of categories,” Loren said.

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Topics: HMG News