As an account supervisor, Katherine provides strategic planning and project management. She coordinates creative services and media planning in order to provide efficient, effective counsel focused on delivering measurable results. Posts by Katherine Zuehlke
As an account supervisor, Katherine provides strategic planning and project management. She coordinates creative services and media planning in order to provide efficient, effective counsel focused on delivering measurable results. Wednesday 10th - Mar 2010 @ 11:20 AM
Like what you see. Love how you feel.
That’s the tagline we want every woman in central Ohio to remember and live by. Fahlgren recently launched our first brand campaign with The Charles Penzone Salons, and we’re excited to see our creative hit the market.
Charles Penzone Salons came to us a few months ago with a challenge — drive guests into The Charles Penzone Grand Salons and make the brand high-fashion but attainable. After working closely with the Charles Penzone team, including Mr. Charles Penzone himself, we came up with a plan to target young professionals who were going through changes in their lives: getting married, having babies, and taking their life and career to the next level. These women were focused on beauty and confidence, and we saw them as the perfect audience for the brand.
Monday 26th - Oct 2009 @ 11:11 AM
The Rules are About to Change
Last week I got invited to a lunch and learn titled The Obama Factor & FTC Update. Three associates from the law firm Frost Brown Todd came into our offices to speak about this very interesting subject.
One of the topics they addressed was collecting behavioral data online, which to me, as an advertiser is key information to my clients’ businesses. Today, consumers have control over where and how they receive messages. The purpose of behavioral targeting is to send our client’s message to the right person when they are ready to receive it.
The FTC defines behavioral advertising by tracking a consumer’s online activities over time (e.g. searches, websites visited, content viewed) to deliver advertising catered to that consumer’s interests. Why is this information important? It helps tailor content to each unique individual. I frequently visit www.target.com or www.gap.com for shopping. So when I’m doing a Google search it’s no coincidence that a Gap, Target or even Macy’s web banner is served up on my screen.
Tuesday 19th - May 2009 @ 4:34 PM
When I was in elementary school, my daily lunch included four things: a turkey sandwich, fruit snack, juice box and a JELL-O Pudding Snack (preferably chocolate). JELL-O was such a staple in my childhood but during my 20’s, I didn’t buy JELL-O products as often. Not because I didn’t still enjoy them but because I wanted to try new and exciting flavors of desserts.
Capitalizing on Nostalgia
Marketers at JELL-O realized that they could capitalize on the nostalgia of gelatin and pudding, combined with the health and nutrition appeal of the products by marketing them to adults. JELL-O is now promoting their new 70-calorie Rice Pudding in three mature flavors: crème brulee, cinnamon and original.
Their quick and easy desserts with sophisticated tastes are targeted to adults who want a guilt-free treat in less than two minutes.
Companies have been adding new products to their brands for years, but when JELL-O added their new Rice Pudding, they not only added a new product they also added a whole new audience.
Introducing New Products and Programs
When considering new products there are four areas of criteria that one should evaluate to make sure the new product fits with their core brand.
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Monday 23rd - Mar 2009 @ 4:24 PM
As an Account Supervisor at Fahlgren, I’ve been a part of several campaigns for healthcare clients ranging from small non-profits to complex health systems. I have traveled from California to New York to Ireland for my clients, and I have learned about everything from hip replacements to minimally invasive prostate surgeries to cancer treatment.
All of these experiences comprise the best part of my job - telling my clients’ stories in meaningful and impactful ways. The story of Riverside Methodist Hospital stroke patient Sarah Lancaster is one I’ll never forget.
We were in one of our brainstorming meetings with the client, which are always open and honest to uncover the best stories which in turn inspire entire campaigns. In this particular meeting we learned about Sarah who, thanks to Riverside’s exceptional and innovative Merci Retriever stroke care, fully recovered from a serious stroke and went on to travel to Egypt just months later.
The Power Of Storytelling
After the campaign began and Sarah’s story was out in the community via powerful television, print and web advertisements, we heard another great story — a woman who suffered a stroke went directly to Riverside Methodist Hospital. After she too recovered completely from her stroke her family asked her, “Why Riverside?”
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Tuesday 17th - Feb 2009 @ 2:21 PM
It’s 6:30am and my toddler is letting me know she’s ready to start the day.
We do the same thing every morning. I put her oatmeal in the microwave and like clock work, she points to the TV and says, “Dorda.” Only a mother would know baby talk, but my daughter wants to watch Dora the Explorer while she eats her breakfast.
Every morning we watch Dora the Explorer on Nick Jr. She’s only a toddler but already my daughter is a creature of habit and knows when she eats breakfast she gets to watch TV. And she already has a favorite brand - Dora the Explorer.
The funny thing is I don’t mind one bit. I have found myself indulging in her desire to have everything Dora. Because I think it’s cute every time she sees something Dora and says “Dorda,” I end up purchasing that product for her. Our last trip to the grocery store was an event; we got Dora crackers, soup, bandages and an electric toothbrush - all things that we already had at home but she didn’t care about that.
Her choice of consumer products is based on whose face is on the packaging. She asked for crackers the other day and wouldn’t eat the normal box of animal crackers because she wanted the Dora animal crackers instead. The animal crackers tasted exactly the same but the package was different and my toddler knew it.
She also knew the difference between her regular pink toothbrush and her new Dora toothbrush - both Colgate products but one was the definite winner in my toddler’s eyes. Colgate and Nick Jr.’s Dora the Explorer, both well-known brands, partnered together to produce a toddler’s dream toothbrush.
Colgate transformed their child’s electric toothbrush and gave it new appeal reaching a very important audience - moms of toddlers.
Brand Extensions
Brand extensions have helped companies build their brands and become top-of-mind in consumer purchasing behavior for decades. In 1979, Edward M. Tauber coined the term “brand extensions” to describe leveraging a well-known brand name in one category to launch a new product in a different category.
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Friday 19th - Dec 2008 @ 1:10 PM
It’s that time of year again when you get out your address book and start thinking about holiday cards.
I love coming home and checking the mailbox to see how many holiday cards I received that day. I enjoy getting them but sending them can be nerve-wracking. The hardest part of holiday cards is deciding what type of card to send - traditional or photo? Since the birth of my daughter I have been expected to send customized photo cards. A cute picture of the whole gang so that family, friends and people you only communicate to once a year through holiday cards can see how big your little one has grown.
This year I searched the Internet to find the best price and selection for holiday cards and found WalMart.com was my one-stop holiday card shop.
As I was picking out the perfect picture and writing the perfect holiday message, I noticed the other photo gifts that WalMart.com offered. I could make holiday presents for the whole family - playing cards, mugs, calendars, ornaments, clothing, stationery and memory books. As I looked at the variety of presents I could make and give, the holiday stress started to melt away. Now, instead of walking from store to store to find Grandma the perfect gift, I could make her a photo mug which she would use every day to have her morning coffee.
More Cross-Selling, More Revenue Potential
WalMart.com did a great job of cross-selling their other photo products. They got me onto their site with their great prices and selection on holiday cards and in the end, I spent an additional $100 more than my original holiday card purchase. After my WalMart.com shopping spree I stopped and asked myself, “how did that happen?” It happened because websites are a fantastic way for a company or brand to tailor the shopping experience to the individual’s needs and wants.
Here are some great tips on cross-selling online from StartUpNation:
- Let it happen. Many cross-selling opportunities happen naturally. To gain the extra sale, you may only need to mention other products or services you sell.
- Stay relevant. If you overload customers with too many unrelated cross-selling suggestions, you may blow it.
- Post expert recommendations. State specific recommendations from professionals, experts or other customers.
- Train employees in cross-selling techniques. This situation must be built by serving the customer, not just selling more stuff.
- Timing is important. Cross-selling can occur at different times, depending on the products and services you are selling. In some cases, the best time is while a customer is trying something out. They are already interested in your product or service and may be open to additional purchase suggestions.
- Leverage the cross-selling potential of your web site. Position cross-sell items throughout your site in places where they can help educate shoppers on the variety of your products and services.
- Try product or service bundles. Offering a price break on a package deal will help customers see the value of purchasing all your products or services.
Bottom line: the next time you think about promoting your products or services online, think about your customers and what you can do to motivate them to try something new.