RIESTER’s Top 10 Marketing Recommendations for 2015


  1. Don’t just talk about your brand’s true purpose, show it.

    The Millennial generation offers the greatest opportunity for customer growth in most businesses today, however they represent the most well-informed and skeptical consumer in history. They don’t want to be ‘marketed to’ instead give them a lot of reasons to believe in your brand through ‘storytelling’ and ‘selfless’ content. To authentically win over this audience, brands must now demonstrate their purpose both by what they say and do.

  2. Integrate branding consistently across all media channels.

    The proliferation of media options and fragmentation of customer audiences makes it vital to build frequency of message and consistent imagery across media platforms.

  3. Build for a mobile audience.

    With Internet searches on smart phones and tablets now surpassing total search activity on desktop computers, it is vital for businesses to have digital and email marketing programs designed to adapt to the visitor’s device. Building responsive websites and emails that adapt to mobile devices should be central to all new campaigns.

  4. Use analytics to measure and guide your marketing program.

    Free web analytics tools such as Google Analytics and campaign tracking tools in programs like AdWords make it possible to quantify success and calculate ROI in real time while you are implementing your marketing program.

  5. Conduct qualitative and quantitative research about your customers and potential customers.

    The abundance of new data, social listening tools and access to affordable customer databases for surveys make it easier and quicker than ever before to add certainty to message creation and media channel selection for the marketing of your brand.

  6. Publish a brand guideline for your employees.

    Having an onboarding curriculum for new employees is critical to ensure they understand what you stand for and how to represent your brand to your customers. Remember, more and more of your employees will be Millennials. The same purpose-driven messages that attract Millennial customers to your brand will make Millennial employees authentic advocates for their employer.

  7. Create content your customers will actually use.

    The deluge of content marketing from brands during the past two years has created the clutter that advertisers hoped to avoid. Focus your efforts on only giving your customers timely, relevant content that helps them in their daily lives. They will reward your brand with both their attention and their wallet.

  8. Staff for social customer service.

    Understand your customers are now choosing social media channels for customer comments, questions and complaints. Consider social media the new telephone room for your customer service department and have them quickly respond to customers online. The result will convey incredible respect to your customers and convince them to more frequently purchase your products or services.

  9. Collect customer data and use it to more effectively engage them.

    Customer Relationship Management (CRM) programs assist marketers in collecting and storing useful data about customer preferences. Focus your marketing on moments in the customer’s path to purchase and the lifetime value of your customers will increase.

  10. Although the Internet provides global reach, all marketing is local.

    In 2015, even brands with thousands of locations in the world will be focused on generating customer traffic at the local store level. With a majority of customers now using mobile devices, data collection such as location services and geo-targeting will make it possible to identify potential customers near every store and invite them in with relevant and immediate offers.

RIESTER Celebrates Innovation!


Creativity leads to great opportunity – at least that’s how we feel here at RIESTER and this week we celebrate one of the greats – Herb Peterson.

Who’s Herb? This one-time ad man (another reason we like him) saw a problem, a breakfast problem. He owned the first Santa Barbara franchise of McDonald’s in the late 60s. Back then McDonald’s just served lunch and dinner but Herb changed that! He took his love of Eggs Benedict and reinvented it to create the Egg McMuffin. This little sandwich revolutionized the face of the food-service industry and literally changed the eating habits of millions of Americans as no other quick service restaurant offered breakfast.

Herb would have been 96 this week.

RIESTER had the privilege to work with Herb and today works with his son and seven other local owner/operators of the Central Coast McDonald’s co-op providing integrated advertising and public relations services. We’re proud to help support his legacy and all the great work of the co-op restaurants.

Hats off to innovation!

RIESTER Selected as Advertising Agency of Record for the Park City Chamber/Bureau


This holiday season brought extra glad tidings as RIESTER was selected to be the Park City Chamber of Commerce/Convention & Visitors Bureau’s new advertising agency of record to assist in promoting Park City, Utah as a preferred destination for tourism. With our extensive experience in the tourism marketing industry and a personal love of Park City – we live, play and have an office here – we are looking forward to the new partnership that starts in January.

After reviewing presentations from several agencies, the Park City Chamber/Bureau’s Marketing Council unanimously chose RIESTER to handle all the creative and digital advertising​ and media ​buying/planning needs.

As a unique mountain destination with so much to offer year-round, we look forward to applying our proven strategic and creative skills to communicating these benefits in memorable ways that resonate with domestic and international travelers.

Plus, it is not often that we have the opportunity to share professionally a place that has been such a treasured part of our lives and means so much to our families.

Keep an eye out for work on behalf of the Park City Chamber/Bureau, and we hope to see you visiting soon!

RIESTER Leads Phoenix Business Journal List of Top Ad Agencies

Our sincere thanks to the Phoenix Business Journal for its efforts to compile and share its annual list of top ad agencies.  We are honored once again to lead this prestigious list of companies.  Together, we are all working to build the City of Phoenix’s reputation as a hot spot in the marketing industry.

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A business defense for caring about climate change

islita reserve coasta ricaRIESTER has always believed that caring for the environment is a business issue.  That’s why we created the RIESTER Foundation as a vehicle for our company to assist with conservation.  This weekend, the New York Times published an interesting editorial written by former U.S. Treasury Secretary Henry M. Paulson Jr. applying lessons he learned from the 2008 Recession to the situation we face now with climate change. 

Read Mr. Paulson’s case for a business response to climate change here.

The LA VICTORIA® brand knows that great taste is all about fresh ingredients

For more than 90 years, the makers of LA VICTORIA® salsas have been using tomatoes harvested and grown in California’s Central Valley. The tomatoes are picked at the peak of ripeness and bottled within 24 hours, sealing in the freshest taste every time. That commitment to fresh ingredients is the focus of a new campaign that RIESTER developed for its client, the LA VICTORIA® brand.

“This was a chance for us to get to the heart of the LA VICTORIA® brand,” said Tom Ortega, Chief Creative Officer at RIESTER. “Through radio, print and digital we are bringing this amazing process to life: from growing and harvesting the tomatoes in lush farm fields, to using them to create the best tasting salsa – all within 24 hours.”

Digital banners that are part of the brand’s new campaign capture the field-to-jar in 24 hours message:

field to jar

The LA VICTORIA® brand is committed to fresh ingredients because they know that fresh not only tastes better, but it’s also better for you. The brand takes this to heart with their new campaign. The newly redesigned LaVictoria.com offers locally oriented consumer information that is all about eating fresh and providing tips for growing fresh vegetables at home. Visitors will also find recipes that use fresh ingredients and step-by-step recipe videos from Chef Jamie Gwen.

The brand takes it one step further by offering a Garden Kit giveaway on the LA VICTORIA® brand Facebook page. Fans can learn useful tips and participate in “Fresh Friday” trivia for the chance to win a Garden Kit with tomato and pepper seed packets, gardening gloves, a garden kneepad and more.

The LA VICTORIA® brand believes every garden is a victory. As part of the campaign kick off, the brand is committing to helping refresh a California school’s garden. Schools are invited to apply online between now and April 30, 2014 to receive a “Garden Makeover” on their campus. In early May, one California school will be selected. The winning school will receive gardening tools and supplies, expert guidance on growing a successful garden, help with maintaining their garden through regular visits, plus learning materials and recipes using fresh vegetables courtesy of Chef Jamie Gwen.

For the latest information about LA VICTORIA® brand and its new initiatives, visit LaVictoria.com.


RIESTER wins 11 Addy Awards

RIESTER team at the 2014 Phoenix Addy Awards

RIESTER team at the 2014 Phoenix Addy Awards

While the world has been watching the Sochi Olympics for gold, silver and bronze, RIESTER looked to the ADDY® Awards this past week for its medal haul of 11 total awards!

The ADDY Awards salute some of the best campaigns and tactics produced by the advertising industry the last 12 months.

RIESTER extends a special round of applause in appreciation of our incredible clients. We don’t win, if you don’t win! Thank you for the opportunity to do great work on your behalf!

Without further ado, the medals were awarded to the following:

Gold ADDY Awards

  • MidFirst Bank Business Express Mailer
  • Short Leash Posters

Silver ADDY Awards

  • Arizona Department of Health Services’ Counter Strike Video
  • Idahoan “Eggahoan” Facebook game
  • Mirabella Website
  • RIESTER “We’ve Landed in Park City” Announcement
  • Utah State Fair Campaign

Bronze ADDY Awards

  • Hearst Castle Website
  • Arizona Department of Health Services’ “Call It Quits” App
  • RIESTER Texting Ad
  • RIESTER “Red & Yellow” Ad

Visit our 2014 ADDY® Awards page to see all of RIESTER’s award winning work.


CVS leads retailers in the right direction by stopping sale of tobacco

CVS quits selling tobaccoToday, CVS put its mission statement before profits when it announced that all of the retailer’s 7,600 stores would stop selling tobacco by October of this year.  The decision is expected to cost CVS 2 billion dollars annually in sales, but it lifts the company’s brand reputation and image well beyond that dollar mark.

RIESTER enthusiastically applauds CVS’s decision to stop the sale of tobacco products. As communications’ experts in reducing tobacco consumption in America for more than 18 years, we’ve seen smoking rates drop significantly over the decades, but we also understand how much more work remains to be done. As 4,000 teenagers try their first cigarette every day, selfless and strategic decisions such as this are required to further reduce tobacco prevalence in our communities.

CVS president and CEO Larry Merlo issued a video and written statement about the company’s decision, stating, “Ending the sale of cigarettes and tobacco products at CVS/pharmacy is simply the right thing to do for the good of our customers and our company. The sale of tobacco products is inconsistent with our purpose – helping people on their path to better health.”

This was a superb branding decision by Merlo and CVS, not only protecting the company’s mission but also expressing its brand claim in a way few organizations do. CVS is taking a stand for what it believes is the right thing to do and it is gaining a powerful brand association few Super Bowl commercial accomplished this weekend. CVS is leading retailers in the right direction by stopping the sale of tobacco. We hope others will follow.

Watch Super Bowl Commercials Like an Expert

We love Super Bowl at RIESTER because the day is about competition. The two teams who have passed, kicked and darted to the ultimate showdown should be applauded, regardless of the outcome. The secondary competition, which has been the topic of the day for the last week is all of the anticipated commercials. Brands will be vying to leave a long-lasting impression on the more than 100 million viewers tuning in.  Ideally, winning over the audience for: 30 seconds equals the beginning of a relationship. It’s certain, that the day has evolved into a cultural event that celebrates and critiques.

And we at RIESTER are right there on the sidelines, judging the commercials just like many of you will be at home. With more than 20 years of advertising experience under his belt, Tom Ortega has become an expert at judging TV commercials. The chief creative director for RIESTER stopped by ABC 15 studios where he discussed three Super Bowl ads and the secrets to a great commercial.

Key elements separate a great advertisement from a bad one. The top factor is emotional appeal. Commercials that make you laugh or cry are more likely to be memorable. Additionally, Tom points out that a good commercial should relate to the brand and be smart, leaving you with an “ah-ha!” at the end. The three commercials Tom selected as his favorite accomplished all those things. Watch the ads below:

Axe Deodorant “Peace”

Doritos “Finger Cleaner”

Volkswagen “Wings”

And share the ads you enjoyed the most with us on our Facebook page.

50 years after the Surgeon General’s Report on Smoking and Health, there’s a lot left to be done

Today is the much-anticipated release of the new Surgeon General’s Report on Smoking and Health. This marks the 50th anniversary of the first report that sounded the alarm for generations to come.

Since the initial report was released in 1964, rates of smoking in the U.S. have declined by more than half. With nearly two decades of experience creating and implementing some of the most successful tobacco prevention and cessation campaigns in America, RIESTER is proud to have contributed to this important public health accomplishment.

 The first smoking and health report was a crucial turning point because it irrevocably shifted the country’s perception of smoking from a harmless habit to a serious health threat. It named smoking as a direct cause of not only lung cancer, but also laryngeal cancer and heart disease, capturing national headlines and becoming one of the top news stories that year.

But until smoking is no longer killing our country’s adults and youth, and exposing all of us to the harmful effects of secondhand smoke, our work is not done. Tobacco use is still the number one cause of preventable death in the U.S.

RIESTER’s legacy in anti-tobacco initiatives is diverse and deep-rooted. Over the years we have conducted hundreds of research projects with tobacco users, and with their family and friends. Through these experiences, we have heard first-hand the heartache, desperation and even resentment caused by tobacco addiction. Every personal story has been a source of inspiration for our more than 20 years working on anti-tobacco campaigns—from helping people quit to preventing initiation. Some examples include:

www.TheCIGnal.com and www.ProjectQuitAZ.com

Building on a long history of reports detailing the reality of tobacco, today’s Surgeon General’s report will reveal the latest data about how using tobacco detrimentally affects your health and will highlight the past five decades of achievements in tobacco control and prevention.

On this important occasion, RIESTER celebrates the many strides that have been made. Moreover, we are reaffirming our commitment to help educate and protect people of all ages from the life-threatening health effects of tobacco.

The Surgeon General’s office (@Surgeon_General) and the Centers for Disease Control and Prevention (@CDCTobaccoFree) will be live tweeting during the report’s release at the White House today using #SGR50.

Watch the live broadcast of the new Surgeon General’s report at the White House website.