by Pat Fagan - August 16th, 2010
When Heaven Hill Distilleries foresaw the growing trend toward flavored spirits, they put their best minds together to determine the product categories, flavorings and formulations. Once those decisions had been made, and the development began, Keller Crescent Advertising was assigned to design the bottles and labeling.
Two new products were to be introduced, Evan Williams Honey Reserve and Christian Brothers Honey. Both brands — Evan Williams (a Bourbon) and Christian Brothers (a Brandy) — have strong shelf presence and a loyal following. Given that, we thought it best to maintain conformity with their current bottles.
As for the labeling…
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by Lynne Mlady - August 16th, 2010
So you think branding is old hat, yesterday’s newspaper, and not worth worrying about? You would be so incredibly wrong. In this day of instant messaging, instant need gratification and instant turn-offs, your product had better communicate an instant image, or consumers will bypass it.
To get the full lowdown on what branding is and how to do it, you must read and adopt the landmark book by Al Ries and Jack Trout, “Positioning: the Battle for Your Mind.” The 20th anniversary edition was published in 2000, and for those who want instant information, it’s now available in Kindle edition and as an audio book.
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by Greg Meunier - August 16th, 2010
When I first met my wife, a self-proclaimed “city girl”, she would have guaranteed you that she would never be found sitting on the ground next to me dressed in full camo and hunting my favorite game, the Eastern wild turkey.
Fast forward seven years and there she is. The mother of my 22-month old little girl, and five months pregnant with our second child, was sitting next to me against a huge oak tree listening to two gobblers announce their location at first light of opening morning. Unfortunately, she didn’t take one of those first two birds but the season ended later that day with her bagging her first turkey and she’s already talking about the 2011 season!
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by Pat Fagan - August 16th, 2010
Sam Elliott, Tim Kazurinsky, Richard Karn, and David Pasquesi all have something in common — something other than great talent, Hollywood accolades/awards, a growing list of screen credits, and nagging, persistent paparazzi.
They have all lent their voices to our agency, Keller Crescent Advertising, to promote the products and services of our growing client roster — some more than once.
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by Tim Piazza - August 15th, 2010
There was a time when you sent out a press release and then wondered what might happen. You hoped it would inspire an editor to write an expanded story, but even getting picked up by a publication and reprinted verbatim would be cause for celebration. That might still be the case, but today a press release lives a double-life.
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by Tim Piazza - July 9th, 2010
You have a fantastic idea and you want to present it to your audience. What is the optimum number of visuals in your presentation deck to make your point? Six. I’m not kidding.
Why six?
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by Pat Fagan - July 9th, 2010
Sometimes you have to go with your gut, even if it means defying convention.
Ellis Park (Henderson, KY), ranked 6th for best wagering by the Horseplayers Association of North America, recently selected Keller Crescent Advertising to promote its 87th season of thoroughbred horse racing.
Serious local horseplayers need little or no encouragement to show up on race day. If the horses are running, the purses attractive, a huge percentage of them will be there. Targeting this loyal group is not an efficient way to spend.
To boost attendance in 2010, Ellis Park and Keller Crescent Advertising developed a marketing strategy to attract a more diverse audience — entire families — by offering a series of special events including trick riders, camel and ostrich races, and giveaways, much of which are part of a conventional marketing program.
Where Keller Crescent Advertising has departed from the norm is in its Creative.
How so?
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by keller crescent - July 9th, 2010
When SITEX Corporation needed a new website, they didn’t spare the ambition. They wanted the site to be fun, informative, and engaging. They wanted to build bridges to their social media presence and create multiple opportunities to connect with their customers and potential employees. Most importantly, the site had to be simple to maintain by their busy marketing staff.
Keller Crescent Advertising was pleased to jump on this opportunity to extend the branding we created for SITEX to their web presence. Our design team broke new ground, adding a unique feature that lets you choose the background theme of the site to your favorite stripes, spots, or feathers. Our programming staff worked hard to develop solutions that turn the administrative side of their site into a nerd-free zone. It’s a pleasure working with SITEX Corporation, and the results show what happens when a great partnership is formed between a business and their agency. Check it out at: http://www.sitex-corp.com
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by Anne Duell - July 9th, 2010
why we don’t need another hero
Everyone loves a story of great leaders. We celebrate their achievements and oftentimes use them as role models. These high-profile champions spearhead large-scale crusades and subject themselves to public scrutiny. They voice their stand. They create waves of momentum and opportunity for change.
Who takes the opportunity and creates the change? I believe the success of any company lies in the hands of the everyday leaders, the unsung heroes. She might lead a work group, an account team or a function. He might be completely unofficial and use lunchtime or after work discussions to springboard new applications. They aren’t high profile. They don’t champion their own causes. They move patiently and methodically with a measure of restraint. They create ripples of change, rather than one giant crashing wave.
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by Greg Meunier - June 7th, 2010
I feel fortunate to have grown up in an environment where the outdoors was not only an option, but a way of life. It didn’t matter what the season, there was always something to do outside. The fall and winter brought most of my family — father, brothers, uncles, cousins — together every weekend to hunt squirrels, doves, rabbits, quail, or deer. And when spring rolled around, we were quick to grab the fishing rods and hit the local fishing holes or hunt the elusive wild turkey.
It was during these times that family bonds were built, core values were taught and a outdoor lifestyle was instilled. Over the last several years, I have been actively involved in marketing to the outdoor industry. I have been fortunate to spend time with people that have a lifetime of outdoor marketing experience and speak to those that are just entering the category. Although many times they have differing opinions of how brands should market themselves, one topic is consistently mentioned, “How do we get more young people into the outdoors?” Is there a silver bullet that any one company could use to make this happen? I don’t believe so. It’s going to take a very strategic approach, as an industry, to make it work.
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