Roger Peterson

Recent Posts

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.

Read More

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


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.

Read More

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


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.

Read More

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.

Read More

Topics: HMG News


Tips for Marketing Home Improvement Products to Millennials – Part I

Posted by Roger Peterson on December 9, 2015 at 10:23 AM

Millennials (adults 20 to 34) represent a massive consumer audience with growing economic might. They are 74 million strong, accounting for 25% of the U.S. population and representing $170 billion in spending power. They grew up in a time when there has always been an internet, so their on-demand access to information and social networking has formed who they are as human beings and consumers. They represent the future of our industry… a world where marketing is a two-way ongoing dialog and the consumer has equal weight in the equation. 

Read More

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


Do Technical Professionals Use Social Media For Work?

Posted by Roger Peterson on May 6, 2015 at 2:44 PM

If you are still somewhat skeptical that social media plays an important role in marketing to engineers and other technical pros, there is new evidence that suggests we should reconsider its merits. Not only is social media growing in importance as a resource for professionals, it is often among the first places they turn to for contact information, product reviews, how-to videos, and other work-related research.

Read More

Topics: Social Media


Great Clients Inspire Award-Winning Work

Posted by Roger Peterson on May 1, 2015 at 12:07 PM

Heinzeroth earns 4 ADDY Awards at AAF-Northern Illinois Competition

Winning awards for the work we do is not our inspiration – helping our clients achieve their marketing goals is. But it’s always nice when our peers sit up and take notice. Recently, Heinzeroth Marketing Group took home 4 awards at the 2015 ADDY Competition, including a Silver, 2 Golds and coveted “Judge's Choice.”

Read More

Topics: Client Work


What you need to know about online shopping of home improvement products

Posted by Roger Peterson on March 31, 2015 at 4:30 PM

Online shopping continues to escalate in the home improvement channel. In fact, 70% of online buyers actually prefer to shop online versus in-store, according to The Farnsworth Group 2015 study: “Online Purchasing Behavior for Home improvement Products.”

Read More

Topics: Shopper Marketing, Home Improvement Channel, Connected Consumer


New high-impact digital ads boost click-thru rates up to 70%

Posted by Roger Peterson on March 24, 2015 at 5:43 PM

The power of digital advertising to connect with the precise consumer at the right time, in the right place, with the right message is unquestioned. With the help of sophisticated analytics and media planning methodology, reaching our target audiences has never been more efficient.

Read More

Topics: Brand Engagement, Digital Ad Campaign, IAB Rising Stars Ad Units


Effective Ways To Market Your Products To Recent Movers

Posted by Roger Peterson on February 11, 2015 at 9:31 AM

When someone moves into a home, their purchases that follow can represent a huge opportunity for marketers of home improvement products. DIY product and service providers must be constantly looking for innovative ways to reach these recent movers. Here is an opportunity to not only make the sale, but also forge customer loyalty and retention.
Read More

Topics: Search Engine Marketing, Digital Ad Campaign, Recent Movers, Integrated Communications, Home Improvement Channel