Idahoan’s National Advertising Campaign Debut

Idahoan potato farm at sunsetLongtime client, Idahoan® has taken its category of packaged potatoes to many new heights. From delicious flavored mashed potatoes, to hash browns and casseroles, Idahoan continuously showcases why it is an industry leader. Now, Idahoan is going into another new realm for the company – national advertising.

RIESTER began with focus groups to determine how best to introduce Idahoan’s incredibly convenient and delicious products to consumers. Next, Idahoan and RIESTER rebuilt so that it would be responsive to tablet and mobile users.  Then, RIESTER conducted a digital media campaign, which graced computer screens across the nation this past spring.

With knowledge about consumer responsiveness to key messages gained from the digital media campaign, RIESTER developed storyboards for a few different television campaigns. These campaigns were then tested in an online, national survey by Ameritest. Consumers, it was found, demanded authenticity and convenience in their products. Born in Idaho and made from 100% real Idaho® potatoes, Idahoan’s products were a perfect fit.

Debuting today, Idahoan’s new, national television campaign “Idahoan on Your Table” features a real Idahoan potato farmer, Conn Crapo of Skyline Farms, tending to his crop. RIESTER and Cosmic Pictures filmed the television commercial in the heart of Idaho potato country. It shows the essence of how Idahoan farmers are so passionate about what they grow, how real Idaho potatoes go into every package of Idahoan, and how simple and convenient it is to prepare authentic, homemade tasting potatoes in a variety of flavors. The campaign consists of a 30-second television commercial, digital ads and social media elements.

Now that’s what we call delicious! Everytime.

Television Commercial Credits

Cosmic Pictures – Filming

Universal Post – editing and CGI animation

Palmer Sound – sound mix

Jason Barber – music composer


Infuse Culture Into Marketing: Turning Heads and Skulls

RIESTERite CJ gets his face put on for the Fox Day of the Dead segment

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. 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

What Instagram and Pinterest ads, Twitter’s IPO Mean For Brands

instagram ad-example

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.

RIESTER acquires Search-Werks- e-commerce, search engine marketing leader

Alan Perkel, Tim Riester and Kurt Krake toast to the acquisition

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.”

RIESTER Volunteers at U.S. Olympic Committee Summit in Park City, Utah

Marissa Castelli and Simon Shnapir

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.

There’s a Right Way to Market and to Eat McDonald’s Mighty Wings!

McDonald’s is a leader in menu innovation. This fall, consumers will be delighted by some delicious new items including the Pumpkin Spice Latte and Mighty Wings. New product launches are exciting times at RIESTER. From the marketing opportunities they present — to the privilege of being among the first to experience the latest and greatest that our clients have to offer — we are quick to bite into the challenge. (More on that in a minute.)

When brands anchor new product offerings within the context of consumer insights, they will always put their best foot forward. People should be at the core of all initiatives. Embracing the season to offer a solution, an experience or a new idea is smart. This is exactly what McDonald’s has accomplished with its delicious new Mighty Wings.

These tender, meaty, bone-in chicken wings and drumettes deliver a spicy kick with nine dipping sauces to choose from. The meaty morsels are perfect for wing aficionados wanting to enjoy a restaurant experience from the comfort of home. Their introduction at the start of football season speaks further to McDonald’s ability to give people what they want, when they want it.

Introducing the RIESTER team to McDonald’s first bone-in product offering, warranted a hosted lunchtime Mighty Wing feast. Since eating wings can be messy, especially during a work lunch, the team received instructions on the proper way to eat chicken wings. In the words of one RIESTERite, the information is “life changing.”

Click the video to learn this great tip, then go down to McDonald’s and try it for yourself! But hurry, the Mighty Wings are only here for a limited time.

The correct way to eat McDonald’s Mighty Wings

Need for HIV/AIDs awareness still important

HIV-Awareness-RibbonIn observance of National Gay Men’s HIV/AIDS Awareness Day, RIESTER is taking a moment to reflect on some of our most meaningful work within this space. Most recently, working with the Arizona Department of Health Services (ADHS) to support Walgreens’ HIV Center of Excellence Pharmacies and Avella Speciality Pharmacies in their partnership to distribute free condoms to HIV positive persons throughout Arizona. 

“There’s been an alarming increase in the number of gay men in Arizona contracting HIV, especially men under 25. Youth have a mindset that HIV is no longer a threat. With RIESTER’s help, my program has implemented a social marketing initiative to renew HIV awareness and promote testing – the first large-scale education effort in many years. We are excited to bring more attention to this cause,” explains John Sapero, Office Chief for HIV Prevention at ADHS. RIESTER shares these sentiments, knowing that this type of work positively impacts those within our community.

For more information regarding HIV/AIDS awareness efforts in the state, or to learn more about the free condom distribution program launching October 2013, visit

RIESTER Celebrates “A Night with the Stars”

RIESTER Park City staff members styling it with Miss Utah USA, Marissa Powell.

RIESTER Park City staff members styling it with Miss Utah USA, Marissa Powell.

RIESTER proudly supported “A Night with the Stars” an annual benefit for the American Lung Association of Utah. Highlights of the evening included learning about the progress being made to help people with lung disease and also seeing the mix of celebrities lending their support to this important cause. Local stars shone bright including; Summer and Winter Olympians Heather McPhie, Blaine Lingren, Debbie Clark, Nikki Stone and Graham Watanabe, Miss Utah USA Marissa Powell, Miss Mesoamerica USA Astrid Munevar, Ballet West dancers, as well as politicians and broadcast personalities. It was an impressive lineup!

Since RIESTER’s beginning, we have been advocates for the prevention of lung disease through our dedication to the anti-tobacco movement. From our “Tumor Causing, Teeth Staining, Smelly, Puking Habit” campaign that grabbed the country’s attention in 1996 to today’s Project Quit campaign, RIESTER strives to make a difference as both Brand Activists® and in our community.

We encourage you to learn more about the American Lung Association today.

Google’s Encrypted (Not Provided) Analytics Solutions

Google has aggressively shifted policy to encrypt all organic search visit data, which has the potential to drastically impact analytics if the proper steps aren’t taken. This isn’t the first time Google has hidden search results from marketers and businesses. In late 2011, Google began this process by making searches private for Google users logged into their accounts. As Danny Sullivan from Search Engine Land reported, in August 2013 Google started encrypting non-logged-in users’ search data. Industry experts estimate that by the end of 2013 all incoming organic search data will be classified as (not provided). Meaning a viewer of Google Analytics will have no idea what search terms were used to lead visitors to your site.

(not provided) example

(not provided) example: Jan 1, 2012 – Sep 21, 2013

The change poses some clear obstacles to research:

  • Removing clear paths to keyword/conversion data
  • Top organic keywords per landing page
  • Brand versus non-brand keyword performance data

RIESTER analysts are able to uncover insightful information through expert use of Google Analytics data still available and other research tools. The solutions outlined will provide usable solutions to the recent changes in Google Analytics.

Solutions for (not provided) Organic Search Analytics

With the encryption of organic search data, Google is forcing a change in tactics to identify historic search term performance for future planning. RIESTER has identified three ways to regain the information lost by Google’s move. The following solutions will provide much more information than a big report featuring the vague “(Not Provided)” encompassing all of the organic traffic performance.

Use the Existing Google Analytics Data

While Google’s recent change creates some research difficulties, there is still a wealth of available information in Google Analytics. The direct line of data (e.g. Keywords driving revenue or conversions) is not available; we can still uncover a great deal of insight from page-level information. This viewpoint is based on the fact that, ideally, each major search theme or query should land on a distinct page within the website. For example, if visitors search for Widgets, there should be a page for widgets. If you find that your widgets page has poor engagement based on the page type (homepage, category, product page), you can determine if the page content, on-page optimization or off-page factors need to be addressed. In his recent Whiteboard Friday Tuesday, Rand Fishkin additionally explained how marketers will be able to pull together information we still have into actionable insights.

(not provided) solution diagram

By combining Google Analytics Page Metrics, Ranking Data (seoClarity) and Webmaster Tools Keyword Insights, we can further see the areas of opportunity per page for a given, high-value search term.

Google Webmaster Tools and AdWords Keyword Reports

The SEO analytics platform, seoClarity, is able to archive keyword performance data provided by Google Webmaster Tools. This historic record of keyword performance will be invaluable when constructing a content calendar or identifying content gaps/opportunities.

Additionally, recent updates to Google AdWords reporting will enable marketers to view keyword performance within the AdWords platform. RIESTER SEM and SEO services will review the new features to address areas of opportunity for search as a whole with the new reporting available.

Site Search Data

Another opportunity to pull search keyword data is through in-site search data that is tracked through Google Analytics. These are the terms visitors to the site search for after arriving. The drawback to this method is, these will likely be long-tail, product-level terms and not the more general search queries that users make in Google, Bing or Yahoo. The benefit to researching in-site search data is it will help digital marketers understand what content users have difficulty finding or want to find quickly, then create dedicated pages around that content, a blog post or simply clarify website usability and navigation.

If necessity is the mother of invention, this move by Google will most certainly be the catalyst for savvy digital marketers and researchers to collaborate for solutions to create compelling, user-focused content and optimization. 

For additional information about Google Analytics as well as RIESTER SEO and Content Strategy solutions, please Contact Us.

Congratulations to Chef Jamie Gwen on her Food Network Cutthroat Kitchen Win

Chef Jamie (second from right) with RIESTER team

Chef Jamie (second from right) with RIESTER team

Delicious, adventurous and easy-to-conquer cuisine is an important part of the LA VICTORIA® Brand that RIESTER has helped cultivate. Professional chef Jamie Gwen has been an essential part of the You Victorious campaign by developing recipes and helping busy at-home chefs with their cooking questions for four years now.

We’ve always known that Chef Jamie was an exceptional chef, and now she has a new title to show for it. Recently, Chef Jamie competed on a new Food Network show called Cutthroat Kitchen (episode title “Pork Chops and Sabotage”) – and she won! Congratulations Chef Jamie on your accomplishment.

Join us in celebrating by making one of Chef Jamie’s amazing recipes tonight.