RIESTERite CJ gets his face put on for the Herdez Day of the Dead segment
Culture is a conduit to one-of-a-kind connections. When brands embrace it correctly they are telling their customers, “I know and appreciate you.” More so, they are able to introduce all of their consumers to new experiences.
Since its launch in the U.S., HERDEZ® brand has exemplified this dynamic. They are a leader and expert in Mexican food, with diverse salsas that are a staple in homes across the country. Additionally, this year they introduced a line of cooking sauces that make complex Mexican dishes easy to cook, ready in half the time and equally flavorful.
The brand’s Mexican roots are apparent in its product innovation and in all aspects of the brand. HERDEZtraditions.com is a library of authentic recipes and the brand’s Facebook page engages people in ways that teach about Mexican culture. There, both general market and Hispanic customers learn and share a range of cultural nuances. This genuine approach separates HERDEZ® brand from the competition and this month provided a unique opportunity with Día de los Muertos, or Day of the Dead—recognized on Nov. 1 and Nov. 2 as a way to commemorate loved ones who have passed away.
Día de los Muertos has been growing in popularity in the U.S., with people from all backgrounds attending local festivals and embracing the iconic skull or ‘calavera’ face. This symbol is at the center of the HERDEZ® brand: The Face of Día de los Muertos Facebook face painting photo contest.
The contest helped catapult the HERDEZ® Facebook family beyond the six-digit milestone and already has hundreds of photo entries all vying for multiple product gift packs and cash prizes. It also presented an opportunity to celebrate and educate people about this unique day of remembrance.
The topic was irresistible to news shows in Albuquerque, Phoenix and Los Angeles where RIESTER made arrangements for viewers to hear first-hand from HERDEZ® brand representatives. They explained the meaning of the holiday and invited people to participate in the Facebook contest. Hear how much one news anchor knew about the holiday:
FOX 10 News – Phoenix, AZ | KSAZ-TV
Example of an Instagram advertisement
Social media sites are quickly evolving from places where people merely interact, to serious companies that can provide for their employees and their consumers. The clearest path toward that goal is to provide opportunities for brands and marketers to engage with audiences and buy ads. This is exactly the path that Instagram, Pinterest and Twitter are heading down.
Instagram and Pinterest to Introduce Ads
Looking to move out of the red and into the black, Instagram and Pinterest are both showcasing their new advertising units that will be unveiled soon. The sites offer great opportunities for brands to connect with consumers through highly visual ads. Based on what we’ve seen, we’re anticipating that the in-feed layout of these ads will have high engagement levels, perhaps similar to Facebook news feed ads. Neither site has announced when ads will be available to all marketers, but we’re expecting it to be within the next six months.
Twitter’s IPO Shows Channel’s Strengths
Twitter began monetizing in 2010 when it launched its advertising program. Since then, Twitter’s advertising revenue has skyrocketed from $7 million in the first year, to a whopping $221 million in the first six months of 2013. This puts Twitter in a good place as it takes its next step – going public.
The specifics regarding Twitter’s IPO are becoming clear: the company expects to offer 70 million shares at $17-$20 a share when it goes public next month. The site is joining Facebook (currently at $52 a share) and LinkedIn ($243 a share), other social networks that have already evolved to full-fledged media companies on the exchange. The current success of Facebook and LinkedIn is proving that these networks are evolving and will likely be a part of the digital landscape for years to come.
Why This Matters For Brands
Since RIESTER isn’t an investment firm, we’ll refrain from offering any recommendations on the Twitter IPO. But as marketers, we can offer some direction in terms of the new advertising options on Instagram and Pinterest. These ads will be an excellent way to reach key demographics with bold and visual ads. But you won’t be able to properly leverage these platforms unless you have mastered use of the sites for brand purposes. We’re here to help you do that.
Alan Perkel, Tim Riester and Kurt Krake toast to the acquisition
RIESTER strengthens its expertise in search engine marketing, web analytics and e-commerce with the acquisition of Search-Werks. Search-Werks, an Internet marketing innovator, has built and maintained a notable roster of national clients. The acquisition broadens the services available to Search-Werks’ clients and deepens RIESTER’s breadth and depth in online marketing.
“Today’s ‘multi-screen’ consumers provide opportunities for marketers like never before,” said Tim Riester, CEO of RIESTER. “RIESTER’s acquisition of Search-Werks demonstrates our ongoing commitment to deliver optimal online marketing services to our clients and incorporate emerging technologies in our cutting edge campaigns.”
Search-Werks founder and President, Kurt Krake, who takes the reigns as RIESTER’s executive media director, said, “Joining RIESTER is a mutually beneficial endeavor. We will help the firm build on its extensive digital services and our clients will benefit from its fully integrated disciplines.”
Krake perfected his online skills in digital marketing leadership positions at Hanesbrands Inc. and PetSmart. He launched Search-Werks in 2006 and brings key team members to RIESTER.
“Kurt’s impressive background and success as an entrepreneur appealed to me right away. He is one of the most experienced people in digital marketing and possesses the ‘let’s make it happen’ attitude for which our firm is known,” said Riester. “Because we have partnered with Kurt on projects over the years, the integration of his team will be seamless. In fact, their consistent, exceptional track record played a big role in our decision.”
American Olympic figure skaters Marissa Castelli and Simon Shnapir being interviewed at the USOC Summit
RIESTER staff volunteered at the U.S. Olympic Committee’s Media Summit that took place at the Canyons Resort in Park City, Utah. The event welcomed hundreds of media from across the country and more than 100 athletes who are vying to compete in the Sochi Winter Olympic Games in Russia February 7-23, 2014.
Teaming up with the Park City Chamber Bureau, RIESTER Park City helped out behind the scenes including assisting at press conferences, interview roundtables, and escorting athletes and other dignitaries to media events.
Fun highlights included assisting with press conferences for two new Olympic sports, skier halfpipe and slopestyle. These new events will introduce X Games medalists Simon Demont, Tom Wallisch, David Wise, Grete Eliassen, among others to the Winter Olympics. Also at the U.S. Olympic Committee Summit, 2010 figure skating silver medalist Meryl Davis and Charlie White were interviewed by Cat Greenleaf, host of NBC’s Talk Stoop, and U.S. Champion figure skaters Marissa Castelli and Simon Shnapir were featured in a round table press event with other talented athletes.
Join RIESTER in cheering on America’s athletes and counting down to the Winter Olympics this February!
Catch a glimpse of behind the scenes via the USOC’s video recapping the Media. And see more photos on the RIESTER Facebook page.