The Heinzeroth Blog

Getting the Most From Your Trade Show Marketing

Posted by Chris Kelley on March 29, 2022

A trade show is a great place for hardware and building products brands to show off their products and network with peers and prospective buyers. But if you think your trade show booth is where all of the action happens, you’d be wrong. Successful trade show marketing requires planning and hard work before, during, and after the show. Here are some action items to get the best results from your next trade show.

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Topics: Trade Shows


Let's Get Phygital! Blurring In-Store and Online Customer Experience

Posted by Chris Kelley on February 16, 2022

Phygital retail. It’s a new buzzword for an omnichannel sales approach that offers shoppers a connected experience whether they are shopping in-store or online. It’s a strategy that builds upon the boom in online shopping as well as click-and-mortar, when buyers pick up items they ordered online.

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Topics: Consumer Retail


9 Simple Techniques to Sharpen Your Content Marketing

Posted by Chris Kelley on September 14, 2021

Marketing is a competitive field, and as such, it's important that your content stand out from the rest. There’s no doubt that content marketing is an essential aspect of business growth. However, it can be difficult to harness the power of this tool.

In this blog post, we offer some best practices for writing better content marketing that will help your business grow. These simple guidelines will help you create high-quality content that engages your audience, generates leads, and converts prospects into customers.

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Topics: Content Creation, Contractors Marketing


What is a Brand Guide and Why Your Company Needs One

Posted by Chris Kelley on August 24, 2021

In most organizations, there are several people who speak on behalf of the company. The marketing team may oversee your company’s website, sales reps give presentations, and each employee might set up their individual email signature. It’s important that everyone keep your company’s message on-brand. A brand guide provides a framework for your organization's internal and external communications efforts and helps to ensure that all marketing materials, be they print, web, or multimedia, communicate a unified feel.

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Topics: Brand Engagement, Brand Marketing


The QR Code Comeback: How to Use QR Codes in Marketing

Posted by Chris Kelley on July 6, 2021

A few years ago, QR codes were a forgotten relic of marketing technology that never quite took off. Nobody knew what those strange little pixelated thumbprints were, much less how to use them. But now that we’ve all become familiar with this technology and its usefulness in marketing campaigns, businesses are coming up with innovative ways to implement QR codes into their strategies.

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Topics: Mobile


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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How to Get Started with Inbound Marketing

Posted by Chris Kelley on March 23, 2021

Marketing tactics are constantly evolving with more efficient and effective ways to reach buyers and influence their buying decisions. Today, consumers have virtually unlimited information literally at their fingertips.

Consumers browse the Internet to find technical specifications, product information and compare prices from competing brands right on their smartphones. This product research – as much as 57% of a consumer’s decision-making process – happens before the buyer ever engages with the brand for a purchase, leaving less opportunity for a product distributor or company sales rep to be involved in their buying process.

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Topics: Content Creation, Inbound Marketing


What is inbound lead generation?

Posted by Chris Kelley on January 27, 2021

The lifeblood of any business is its contacts, leads and customers. Keeping the steady flow of people to buy its goods and services requires a non-stop lead generation process sourced from several different lead streams. But not all leads are created equal.

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Topics: Inbound Marketing


Leverage New Touchpoints of the Online Customer Purchase Journey

Posted by Lisa Nielsen on December 16, 2020

Back in the “olden days” the consumer purchase journey was pretty cut and dried. You went to a local brick and mortar store, shopped the brands and their respective assortments on the shelves and made a purchase. If you didn’t see what you were looking for, you drove to or called other stores until you found it. Competitive brands “differentiated” their products through shelf placement, pricing strategies and point of purchase materials. National TV ads, print ads, newspapers and circulars also educated consumers about product choices and available brands. Word of mouth recommendations from family and friends were the key trusted sources of product reviews. Special order catalogs were also in circulation and presented additional options for product purchases.

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Topics: Shopper Marketing, Consumer Research


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, Shopper Marketing, Inbound Marketing