Loren Heinzeroth

Recent Posts

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,


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


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


Discovering The Role Of Digital Advertising In Your Media Outreach

Posted by Loren Heinzeroth on February 24, 2015 at 1:14 PM

To maximize effectiveness of your advertising media plan, should you place greater emphasis on digital tactics such as retargeting campaigns, Google AdWords, digital display ads and social campaigns? Or will you continue to allocate a significant share of your budget for traditional media such as trade magazines that you have used in the past? What is an appropriate mix?

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Topics: SEM Campaign, Brand Engagement, Digital Ad Campaign, Integrated Communications, Brand Marketing


Presentation Checklist: How to Sell Your Products to Major Retailers

Posted by Loren Heinzeroth on July 29, 2014 at 11:30 AM

Preparing for a product line review (PLR) with a major retailer can be a challenging process. In the early stages of planning, it's normally best to follow the outline of topics your buyer has provided in advance of the meeting. Still, if that outline is rather sparse, or you suspect there will be other important issues discussed, it's always good practice to have your bases covered if the meeting takes off in a completely different direction. Perhaps these ideas will help you do a pre-flight check.

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Topics: Merchandising, Consumer Retail, Market Research, Consumer Research, Brand Strategy, Line Reviews


Prepping For Retailer Line Reviews

Posted by Loren Heinzeroth on June 11, 2014 at 11:05 AM

We often hear that our clients' retail buyers begin a product line review meeting with challenge statements, focusing on price and other issues that can cast a bit of gloom before you've had a chance to present your new products and merchandising. To steer the meeting your way and capture/hold the buyer's attention from the onset, it is important to frame your presentation with research.


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Topics: Merchandising, Consumer Retail, Market Research, Consumer Research, Brand Strategy, Line Reviews


Home Sales Renew Marketing Emphasis On Recent Movers

Posted by Loren Heinzeroth on February 6, 2014 at 9:06 AM

With existing home sales continuing to rebound, marketing of products to “recent movers” is once again becoming a key focus for companies that sell in home improvement channels. In contrast to tactics that may have worked 5-6 years ago, before the bubble, a new and carefully crafted mix of in-store and out-of-store communications can help you engage these heavy spenders and convince them to choose your brand over others.

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Topics: Social Media, Merchandising, Digital Ad Campaign


Connecting With Customers At Each Stage Of The Purchase Cycle

Posted by Loren Heinzeroth on November 25, 2013 at 2:02 AM

A recent study referenced in Advertising Ageis another indicator of how important it is to tailor message content and media touch points to the unique interests of customers at each stage of the relationship. The study is an effort of MEC Media and is derived from research involving more than 100,000 consumers worldwide.

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Topics: Consumer Retail


Something Else I Can’t Do While Multitasking

Posted by Loren Heinzeroth on July 18, 2013 at 1:28 PM

Guitar Building

I’ve always admired Martin Guitar Company where products are still assembled on a bench top, not spit out by a line of robotic equipment. Truly handcrafted, each guitar has subtle touches that define it as uniquely Martin. The guitars are beautiful and only get better with age. And while I’ll never have the woodworking skills of the guitar makers (luthiers) that work at the Martin factory in Nazareth, PA, I have attempted in recent years to build a few acoustic guitars of my own in my weekend hours. It’s been a nice break from all the emails and continual distractions that are all too common in business today.

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Topics: Multitasking