The Heinzeroth Blog

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: Marketing Strategy


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, Marketing Strategy


Planning for Success in a Time of Changing Consumer Behavior

Posted by Lisa Nielsen on May 13, 2020

The old adage “Change is the Only Constant” hardly seems to capture the rate of change that has impacted consumers and brands since the onset of the COVID-19 pandemic. The rules of retail are in a state of flux as consumers learn to navigate new social behavior requirements, working from home or job loss, financial uncertainty and home-schooling children. How does a brand ensure that they will not just survive but thrive?

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Topics: Marketing Strategy


5 Tips to Get the Most Out of Your NPS Customer Survey

Posted by Roger Peterson on February 12, 2020

What do different customer groups think of your brand or products? How loyal are they? Do they like your brand enough to recommend it to their friends or colleagues? For a marketing/communications manager, these are important things to know about your customer base.

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Topics: Marketing Strategy


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


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


Building Brand Awareness Through Advocacy Marketing

Posted by Lisa Nielsen on February 13, 2018

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: Social Media, PR, Influencer Marketing, Marketing Strategy