Tag Archives: cincinnati advertising

Our Fearless Leader Featured in Crush Brew sharing Tips on Brewing the Perfect Holiday Beer

Yep, Rodger is the big tuna at The Eisen Agency, but did you know he’s also an avid and quite accomplished home brewer! It’s true, and each year Rodger and the crew put out at least four brews for sharing and tastings as part of their employee and client appreciation gatherings — The Cult of the Blue Tongue. So, if you’re interested in some tips, or just more proof that Greater Cincinnati’s best PR firm can secure coverage in even the most obscure outlets, here’s Rodger featured in Crush Brew: kinda cool, guess who was featured for his beer brewing expertise in Crush Brew magazine? http://crushbrew.com/3-tips-to-crafting-the-ultimate-holiday-beer-2

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Best Practices in Advertising with a Small Budget

By Rodger Roeser, CEO, The Eisen Agency

There’s an old saying in the advertising game: “I know half of my advertising is working, I just don’t know which half!” But, in reality almost all advertising works equally well or equally poorly because most super budget conscious teams fail to clearly define a target or fail to clearly communicate what they want those targets to do. So, before you spend a dime on purchasing any advertising, consider a few foundational items first.

Before you do anything, take a good look at exactly what you’re trying to sell or share. Specifically list the benefits of what you’re selling and why someone may want to buy it (a consumer good) or go there (a restaurant) or hire it (a professional service). Understanding the benefits to a potential buyer is the first step in creating some type of sales connection with the target. If there are competing interests, look at the competition and endeavor to differentiate your product or service – this is basic branding.

Now that you have created some benefit, you need to take a real hard look at exactly whom you believe would benefit from your product or service. It needs to be clearly, clearly defined. Gender, age, income, and a dozen other profile traits as best you can to really hone in on the exact target you want to go after. A simple rule of thumb, the more limited the budget, the more specific the target has to be. This type of data, combined with buyers habits, demographics, psychographics and all manner of other research is critical in not only finding your target, but also in the next critical step.

Messaging and positioning. Ask yourself what types of phrasings and branding and look and feel do you need to convey to clearly and effectively get your message across. Is your advertisement going to be funny, it is serious? Eye catching. Is it straightforward or more esoteric? All of these decisions should be based on what you want your target to do – we call this the CTA (Call To Action). Define your call to action, make it clear and work backwards from there in your messaging. Try to keep the words to a bare minimum, and only try to convey one thought or one offer.

Okay, now that you have defined your brand, your target and your message, now you can actually spend the money on “doing” advertising. Remember the simple formula: Think first. Buy second. Measure last. Understanding these things up front now allows you to start considering when, where and how much advertising you should be considering. For most businesses, there is a formula for determining exactly how much you should invest in your advertising and it varies wildly from less than one percent to more than 10 percent of annual gross revenue depending on a number of factors – size of business, type of business, years in business, on and on and on. So, unless you have an agency that give you the answer, you’re probably going to have to trust your gut.

Do NOT blindly trust the media representative, whose job it is to sell you their media – always remember that. They’re not bad people, but the media representative’s job is to sell you on their offerings. It’s always better to know what you want first and have a defined budget, then reach out to the appropriate media outlet with what you want and what goals you have so they can tailor a solution for you. Don’t screw these guys around or play them off against one another – they are professionals, and you should be as well. Also, keep in mind depending on your budget and who you’re targeting, there are a variety of advertising mediums that you can consider, such as online, television, radio, print, billboards and so on and so on – typically a  good advertising campaign combines a number of mediums and other tactics. Direct mail can be incredibly effective, as can sponsorships or literally a virtually endless array of opportunities. Because if this fact, it can be incredibly daunting for a layperson to do good advertising. If you don’t know what you’re doing or you’re in over your head, for goodness sakes, hire a professional marketing consultant. They’ll save you more money than they’ll cost you. And, you can focus on your business, rather than marketing. A good agency is skilled at planning and advertising, design, copy and all the necessary pieces of a good campaign.

When you’re on a tight budget, you’re most likely smartest to keep your tactics more focused on a single medium, rather than water that down and spread it amongst many. Focus on a single service, single offering and give your advertising enough time to work. If you can’t afford to run a program for at least three months, don’t do it at all. If you’re planning on doing a one off – don’t. Also, don’t expect instant gratification or immediate results. Good advertising is a commitment and a journey, not a quick fix or single step. A point of caution, and back to the branding. Before you do any advertising, take a real hard look at your operation. For example, are folks not coming to your restaurant because you’re not advertising and they don’t about you, or is it because the food and service are lousy? You have to be honest with yourself – after all, this your hard earned money.

And remember, the point of marketing and advertising is to help make you money, so think of it as an investment that will help you grow, rather than an expense. The tighter the budget, the more focused you need to be on your brand, your benefit, your offering, your target, your design and your placement. Try one thing, but do it all the way. Then move on to the next thing – for example, if you can’t afford to “do it all” don’t try. Do one thing. Own that, and move on.

Or, my very best advice? Just hire a trusted professional to do it for you.

Rodger Roeser is the CEO of Greater Cincinnati’s premier professional services branding and marketing firm The Eisen Agency. Roeser is an award winning television, radio and print journalist, and an award winning public relations and marketing executive. He can be reached at RRoeser@TheEisenAgency.com.

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Cincinnati’s Top Marketing Agency Hiring Business Development Manager

 

Business Development Manager

The Opportunity

The Eisen Agency, located in Newport, KY, is seeking a business development manager to assist leadership in the growth initiatives of the award winning firm and its clientele. The position would manage and respond to inbound leads, and be responsible for enterprising new opportunities by sharing agency capabilities, developing and responding to appropriate RFPs, and writing proposals.

The position would attend local and regional networking functions, and be an integral part of the professional services organizations throughout Greater Cincinnati, such as PRSA, AMA and AAF among others.

Requirements

The successful candidate will possess a never say die attitude, a passion for and solid understanding of the public relations and marketing industry, and be able to quickly identify and present solutions to the needs of clientele. The successful candidate has 5 – 10 years of professional experience on the client or agency side, and has worked in sales and marketing capacities. A bachelor’s degree minimum is required. Only this with 5 – 10 years of professional experience will be considered.

This is a full time (40+ hours/week) salaried + bonus position with essentially unlimited earning potential based on business development success. 401k, healthcare and free parking provided. Generous flex time, vacation and personal time part of exceptional compensation package.

Contact

Email resume for immediate consideration to Info@TheEisenAgency.com.

Facebook @ The Eisen Agency

Twitter @ EisenHotNews

www.TheEisenAgency.com

Anticipated Hire Date: September 1.

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Advertising Still Makes the World Turn

 

I Finally Found Out What Makes the World Go ‘Round

By Rodger Roeser, CEO, Eisen Marketing Group

Admit, you love game shows. The Price is Right, maybe? Bet you like pro football or baseball or basketball? NASCAR your thing? The fact is almost our entire day and I’ll even argue most of our waking moments of our entire life is surrounded by advertising in some form. Now, I own an “ad agency” so clearly I’m happy about this, but I’m not sure business executives and certainly not the average Joe understand how much advertising allows us to do, the industry and jobs it creates and why, quite simply, you can’t live without it.

Our poor NFL players would still have to have summer jobs without advertising, and the Super Bowl would be far less entertaining. What would they give away on The Price Is Right? And pretty much the entire cartoon industry, home improvement show and reality TV (Master Chef, anyone?) would all but crumble – basically all media of any kind would simply cease. Next time you’re watching your favorite TV show or even the news, keep a lookout for product placement (Psych is famous for this).

You need those ads to keep the shows on. Everyone knows why afternoon dramas are still called “soap operas” right? And, while I do love advertising – the creative aspect and watching it “do its thing” are thrilling to me, the lines have clearly crossed into the media relations world. And again, while I own a “PR firm,” business executives and consumers need to know a few things about how that “works.” A crappy story is still a crappy story. The news media is not entirely influenced by advertising, but increasingly, as part of a smart marketing mix, you can definitely grease the palms. And remember, not that you “should” but you “can” say anything you wish on your social media channels.

So, Joe Consumer and Mr. Business, when you’re watching the news – think for a few minutes if that may have been part of a larger “buy.” Why was that product featured? Why did they use that expert to discuss that particular topic? It is altogether possible or even likely that it is part of a much larger advertising spend. Think about it – the media knows they have something of value (ears and eyes). But, why are so many businesses so keen on getting media relations and “publicity” and backing off on advertising? It’s “cheaper,” right? Often, particularly now, you need advertising to “get” publicity.

Remember the part about the crappy story? Well, chances are the vast majority of “news” you think you may have is of little to no value to the news media (regardless of how good or well-connected the PR agency is). And, often times I have to assume that most business executives have never read a newspaper or watched the news, because what is asked to be pitched bears no resemblance to anything that has appeared in the news media. And, media relations is and never will be a replacement to good advertising. They are not interchangeable parts. They work completely differently, and perform completely differently. They are complementary pieces, not interchangeable parts – because often one greatly affects and influences the other, particularly given the current media landscape.

Many are starved for ad dollars. Often, media relations and articles are offered as a value add as part of an overall advertising buy with a given media outlet. In fact, in some outlets that is the only way you’ll ever receive coverage and this number is greatly increasing for two reasons: most businesses continue to try to pitch lousy non stories, and the media outlets need the revenue. So, this is clearly starting to bias “news” and could even start to become “news for those that can afford to make news.” Which, for most businesses, your social media outlets will allow you print anything you wish – you can make that as uninteresting and self-serving as you’d like. Same with your ads, you have control over the message, the location – everything. And, increasingly, with a big enough spend, you can start to control some editorial as well.

But, if you’re looking to be part of most legitimate news sources, you need to look at your business from a public relations perspective. For starters STOP saying public relations when you mean publicity or media relations. Secondly, agree that what you and your business does is rarely of news value. So, from a public relations perspective, what is our organization operationally going to “do” to relate to our publics that also “could” be newsworthy? Light bulb anyone?

Many people in media relations actually work to fend off the media, and can be very selective about the interviews and media outlets they work with – and in some cases can virtually control the interview. Since chances are you’re not Bruce Wayne and your business is not Wayne Enterprises, this approach may not work out so well for you. Know that in media relations, failure is very high even with a “good” story. There are only so many outlets and so much room for news. Watch the local news or grab the local paper (while it still exists). Another case in point, less advertising, less room for “news.”

A press release won’t do it. Sadly, and very recently, I’ve seen dozens of cases of businesses (and clueless PR “professionals” who put a press release out on those “free services” and were just dumbfounded that they were securing no actual coverage. It would also have helped had the press releases not been long form advertisements or, website copy. No Mr. Businessman, that’s not how it works. Media relations should be a part of your overall marketing mix and should include advertising as well as social media and marketing activities to balance the work and make placement a bit easier.

They play off of one another well, like a great meal from an award winning chef or a perfect mixed cocktail. PR is your operational image and actions and brand conversation, while advertising and media relations, among others, are tactics to share those conversations. They are different. They are both good – and used together, make a powerful punch. Be mindful they can influence one another, and in some cases, advertising can beget publicity. Start with doing something that could be a great story that would be of interest to the eyes and ears of that given media outlet – not that you think it’s important, but rather would those reading, listening, watching give a hoot about what you’re saying.

Advertise more, it can be a media relations person best friend. After all, do you think your agency or your internal pro “doesn’t” want to get you in the paper? Think they’re not “trying hard enough?” Media relations is by far the most difficult job at any agency or internal marketing team – which makes it funny because most media relations work is delegated to junior practitioners or the admin – so it’s okay to utilize additional tactics to help spread the work. But, a mix is always the best approach.

Besides, think how dull life would be without great advertising.

About the Author

Rodger Roeser is the CEO of Greater Cincinnati based Eisen Marketing Group, a group of four branded marketing consultancy organizations – The Eisen Agency, Nexphase, Manly Marketing for Men, and Argo PR. Roeser is the national chairman of the Public Relations Agency Owners Association and is a national speaker and presenter on various marketing communications topics. He served as Cincinnati PRSA Chapter president in 2005. More information can be accessed at www.EisenMarketingGroup.com.

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Eisen Launches Comprehensive Marketing Mix Study

For Release
Media Contact: Rodger Roeser
The Eisen Agency
RRoeser@TheEisenAgency
859.291.4302

Twitter @ EisenHotNews

Cincinnati Marketing Firm Launches Comprehensive Marketing Mix Study
The Eisen Agency to Survey Regions Businesses on Use of Marketing

Cincinnati, OH – June 24, 2013 – Greater Cincinnati’s premier marketing communications and public relations firm The Eisen Agency is conducting a study on the use of marketing tools, strategies and tactics most favored and used by regional businesses. Beyond studying social media only, the study will look at use of public relations, advertising, interactive and other strategies employed and favored by business and marketing leaders. Results of the study will be published in August.

The Eisen Agency president Rodger Roeser, also national chairman of the Public Relations Agency Owners Association, says he believes the marketing “mix” is what is critical and important in the overall marketing success of a product, business or service. This study will allow businesses to review their overall marketing mix and usage, and expose areas of weakness and strength that other businesses can learn from.

“Marketing today is not about any single tactic, it’s about finding creative, consistent and ongoing communications throughout the whole of the marketing mix that will engage and drive business,” Roeser says. “Social media can be the opiate of the marketing people, with lots of activity but often times very little in the way of tangible results. Social is important as a piece of the mix, and when utilized throughout the whole of the brand conversation is a truly powerful tool in further branding an organization.”

The study will be conducted in four separate pieces, and compiled upon completion of all four surveys. The initial survey regarding advertising can be accessed on The Eisen Agency facebook page or by clicking here.

About The Eisen Agency

The Eisen Agency is greater Cincinnati’s premier marketing and public relations consultancy and offers high level strategy combined with expert tactical implementation of brand communications, public relations and marketing campaigns. The agency specializes in providing services in the professional services, entertainment, health care and manufacturing industries. More information can be accessed at http://www.TheEisenAgency.com or by calling 859.291.4302.

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Family Nurturing Center featured on Kentucky Forward

Family Nurturing Center raises awareness of child abuse prevention through art contest

The Family Nurturing Center in Florence is raising awareness of Child Abuse Prevention Month in April by sponsoring a children’s art contest for children in grades 3-5.

The Children’s Art Contest is a part of Family Nurturing Center’s Blue Ribbon Campaign, a community-wide effort to recognize collective responsibility to prevent and confront all forms of child abuse and neglect. Entries for the art contest should be of a hand drawing using any medium, up to poster size paper, and related to the theme, ‘Prevent Child Abuse’. Entries can include a personal slogan or tag line.

The winning entry will be reproduced into an advertisement poster and displayed inside T.A.N.K. buses during the entire month of April. The winning artist can choose to receive a prize of either a gift card to Hobby Lobby or a pizza party for their school classroom, scout group, church class, or youth club.

The winning artists will be asked to attend the Blue Ribbon Ceremony to kick off Child Abuse Prevention Month on April 5 at noon hosted by Tom Gill Chevrolet in Florence. At the ceremony, the winner will receive an award and recognition for their submission by Florence Mayor Diane Whalen.

All entries must include a parental consent form. To learn more and download the contest flyer, click here. Entries must be received by March 22 at 4 p.m. to Family Nurturing Center, 8275 Ewing Blvd, Florence, KY 41042. Questions regarding the art contest should be directed to Tracy Fuchs at 859-538-1630.

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Cincinnati PR Leader to Be Recognized for Community Service

For Release

Media Contact: Kelly Gadd

Kelly@TheEisenAgency.com

859.291.4302

Twitter @ EisenHotNews

 

 

Cincinnati PR Leader Finalist for Prestigious Jefferson Award

Eisen Chief Rodger Roeser Finalist for ‘Nobel Prize’ of Public Service

Cincinnati, OH – March 6, 2013 – The Rotary Club of Cincinnati today announced three finalists for the 2013 Jefferson Award for Outstanding Public Service. Cincinnati public relations executive and small business owner Rodger Roeser, CEO of The Eisen Agency, is one of the finalists. Roeser is joined by Robby Wellington of The Karen Wellington Memorial Foundation and Joseph Jones and Steve Frisch of the Spirit of Cincinnatus Foundation.

 

The Jefferson Award, which is recognized as the Nobel Prize for public service, recognizes “ordinary volunteers who do extraordinary things” to help their community. Roeser was nominated by Rotarian Brad Thiery, who based his nomination on the years of service Roeser and his firm have put behind their “Operation Outreach” program. The program, started in 2006, provides non profit organizations throughout Greater Cincinnati in kind pro bono public relations and marketing communications services totaling more than $100,000 each year.

 

“It is humbling to be recognized for work that you truly love doing, and doing that work for groups and leaders that genuinely inspire you,” Roeser said. “We are honored that our clients have put us in a position where we are then able to give of our time and talents in helping those that help others. I believe a non profit should invest its dollars in helping those it serves, not in marketing and PR services. We are in a unique position where I can use the talents of my exceptional team to help spread the word of some truly amazing non profit leaders and organizations.”

 

The Jefferson Awards were created in 1972 by Cincinnati’s own U.S. Senator Robert Taft and Jacqueline Kennedy Onassis, and is presented annually by the American Institute of Public Service.

 

The winner of the 2013 Jefferson Award will be announced at noon on Thursday, March 14th at the Hilton Cincinnati Netherland Plaza’s Pavilion.

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