Potratz Partners Advertising helps make Navigating and Parking in Downtown Schenectady a Breeze

SCHENECTADY, N.Y. – Schenectady based advertising agency, Potratz Partners Advertising has completed work on the Schenectady Metroplex Development Authority’s Schenectady Parking Website.  The goal of the project was to help visitors enjoy their stay downtown.  The website will serve as a resource for parking information, special savings at local businesses, permits, news, weather, and event and attraction information.

Paul Potratz of Potratz Partners Advertising said, “We are proud to contribute to the very neighborhood the agency resides in.   We included special features in the website with the goal of assisting those who come downtown to work or to be entertained.“

A newsletter sign-up feature will connect users to information regarding events, activities, and other special promotions.  Interactive mapping features will make for easy navigation of downtown Schenectady.  The site will also be a resource for parking charges and permit information.  Beyond parking information and navigation features the site will serve as a source for listings of upcoming events and attractions as well as a point to connect with other businesses in the area through links placed on the site.  Weather updates and a newsroom will keep visitors to the site in the know about area conditions.

Potratz Partners Advertising is a full-service interactive marketing and advertising agency that has developed a strong foundation in web design and development.  The agency has a national reach and is pleased to add Metroplex to its growing list of local clients who are benefiting from Potratz’s expertise in interactive marketing.

323 clinton street Schenectady, New York 12305
O. 518.377.0045 | F. 518.372.7776

Potratz Partners Advertising joins Forces with Albany Center for Economic Success to Counsel Small Business Owners on the Benefits of Interactive Marketing

SCHENECTADY, N.Y. – Full service advertising agency, and interactive marketing firm, Potratz Partners teamed up with Albany Center for Economic Success (ACES) to educate several local entrepreneurs about the benefits and cost effectiveness of interactive marketing.  Potratz Partners, a firm which specializes in interactive marketing believes in the incredible capabilities of the medium and recognizes the increased return on investment such an effort generates.  ACES, a private, non-profit organization in the Arbor Hill neighborhood of Albany is committed to building local business through counseling, technical assistance, and incubator services.

ACES Business Development Counselor, Khamel Abdulai has organized a series of sessions to provide significant information to small business owners.  The Interactive Marketing session was the first in the series.  The presentation was given by Potratz Partners’ Strategic Relations Officer, Andrea Lomanto.  Abdulai and Lomanto, recent graduates of the College of Saint Rose MBA program, gained plenty of valuable experience counseling local small business owners during their graduate education, and are continuing to do so in their new professions.  The Albany entrepreneurs in attendance learned about Search Engine Marketing (SEM), Search Engine Optimization (SEO), and Webratz, the highly-targeted and highly-profitable technology that is exclusive to Potratz Partners.  The attendants learned how they could gain great visibility among their target market—the same quality of visibility that global organizations enjoy.  The content was presented in light of the restricted budgets new entrepreneurs are often times working with.

323 clinton street Schenectady, New York 12305
O. 518.377.0045 | F. 518.372.7776

Potratz Partners Advertising Announces Colors on Parade Contract

SCHENECTADY, N.Y. –Potratz Partners Advertising, a full service advertising and interactive marketing firm is pleased to announce the addition of Colors on Parade to its client roster.  Colors on Parade, “the original body shop on wheels,” provides the automotive industry with high-quality repairs from mobile units through its 246 franchises located in 24 states.  The new client has signed on with the firm for a full spectrum of advertising and interactive marketing services.

Potratz, an agency with a strong foundation in automotive advertising will exclusively provide Colors on Parade with a full range of services from research to print advertisements to web development and interactive marketing.  Production on the franchise’s website, print advertisements, and 25 of the franchise’s area developer’s websites has already begun.  Potratz will also contribute services aimed to build the franchises brand not only through attracting more franchisees, but also operating as the co-op fund for the franchise and acting as the co-op approval headquarters.

323 clinton street Schenectady, New York 12305
O. 518.377.0045 | F. 518.372.7776

Albany Law School Signs with Potratz Partners for Interactive Marketing Services

SCHENECTADY, N.Y. –Potratz Partners Advertising is pleased to name Albany Law School among its growing client list.  The institution is the oldest independent law school in North America, and is looking for a new and improved internet presence to be provided by the Schenectady-based full service advertising and interactive marketing firm.

Potratz Partners is set to implement search engine marketing (SEM) and search engine optimization (SEO).  Additionally, Potratz will provide Albany Law with the exclusive Webratz technology.  The highly targeted and highly profitable technology will track visitors to the school’s website and generate banner ads at other high-traffic sites the visitor logs on to. These services are expected to greatly increase the law school’s visibility on the web and help the already prominent intellectual community develop further.

323 clinton street Schenectady, New York 12305
O. 518.377.0045 | F. 518.372.7776

Contests, YouTube and Commercials Converge for Skin Product

GOING to a dermatologist for antiwrinkle injections is not just for women on Park Avenue, according to the maker of a cosmetic wrinkle filler. Middle-income women can enjoy youthful skin, too, the company’s new advertisements suggest.

Medicis Pharmaceutical Corporation, which makes medical and aesthetic products for the skin, introduced a multimedia campaign this week to promote Restylane, a dermal injection that reduces the appearance of wrinkles. It is the first time that the company, which says that Restylane is the top-selling in its category, has marketed the product directly to consumers.

A television spot, which is being shown on cable channels like Lifetime, depicts the before-and-after results of an actual patient, and the mental musings of actresses (playing Restylane patients) who discuss the joys of looking younger (which include a good deal of male attention).

A second component of the campaign is a video skit on YouTube, capturing a woman’s 50th birthday party. While her son compiles a video birthday card, the mother is caught on a couch smooching with a younger man.

Viewers do not know that it is an ad until the last 15 seconds, when the company’s logo and disclaimer appears. So far, the clip has been viewed more than 13,000 times.

Medicis executives say they want the campaign to reach consumers in a variety of ways, not only through traditional print and television outlets but also on the Internet and through promotions, like a contest involving user-generated videos.

“We don’t believe our consumers live in a one-dimensional world,” said Jonah Shacknai, the chairman and chief executive officer of Medicis, which is based in Scottsdale, Ariz. “They are working on the Internet, watching TV, reading beauty magazines.”

The contest Medicis has created is called the “Hottest Mom in America.” The company plans to sponsor a reality television show, although it has yet to find a network to carry it. The show will seek to find “a woman who is in tune with her family, involved in her community and in touch with her femininity.”

Potential contestants, who do not need to have used Restylane, can submit videos to the contest’s Web site. The woman who is crowned “Hottest Mom in America” will receive a $25,000 college scholarship for a related child, $25,000 in cash, a year of free treatment with Restylane and an interview with a prominent modeling agency, according to the contest’s Web site.

The idea is to reach middle-income women — those earning $50,000 to $70,000 a year — who take an interest in their beauty, Medicis executives said. Mr. Shacknai estimates there are more than 25 million women who are curious about wrinkle reduction and have the means to pay $600 a syringe to fill in those lines around the mouth.

Since Restylane was introduced in 2004, it has had a near monopoly in the hyaluronic acid wrinkle filler, which is used to treat the smile lines from the nose to the corner of the mouth. In January, Allergan, the maker of Botox, introduced a rival product, Juvéderm, that acts the same way as Restylane but last twice as long. The “Keep the Wisdom, Lose the Lines” campaign from Allergan features the actress Virginia Madsen. Mr. Shacknai said that his company’s latest marketing effort has nothing to do with the arrival of Juvéderm and that his company deliberately chose not to hire a supermodel. That said, the winner of the “Hottest Mom” contest will be eligible to be considered as “The Face of Restylane,” the product’s next spokeswoman.

The show will not alter the appearance of contestants or require them get Restylane injections.

“This is a far cry from a makeover show,” Mr. Shacknai said. “ Our contestants look terrific already. It’s more about lifestyle than appearance.”

Paul Potratz, a partner at Potratz Partners Advertising, a firm that specializes in interactive media, said that Restylane was smart to market to the masses and use new media.

“Regardless of income, women just want to feel special,” he said. “Most women don’t relate to the Victoria’s Secret supermodel, but if they see a soccer mom using this product they might be more inclined to try it.”

In direct-to-consumer marketing, pharmaceutical companies bypass doctors, with the hope that patients will suggest a product to their doctor instead of the other way around. But Dr. Heidi A. Waldorf, a dermatologist and director of laser and cosmetic dermatology at Mount Sinai School of Medicine, said that only about 25 percent of her patients actually request products that they see in ads or read about in magazines.

“Most people say they need something to rejuvenate their skin,” Dr. Waldorf said. “They don’t know if laser, injection or chemical treatment is the best option for them.”

Advertising does help increase the demand for wrinkle fillers, she said, but not for a particular brand. And ads that appeal to the masses make consumers feel more comfortable paying up to $3,000 a year for face rejuvenation, she said.

323 clinton street Schenectady, New York 12305
O. 518.377.0045 | F. 518.372.7776

Potratz Partners Advertising Announces New Strategic Development Manager

SCHENECTADY, N.Y. –Full service advertising and interactive marketing firm, Potratz Partners Advertising, is pleased to announce an addition to its New Business Development staff.  James Colistra is joining the team as Strategic Development Manager.  The growing agency is adding more employees and serving more clients as it is beginning to offer an extensive list of interactive marketing services, including exclusive technologies.

Colistra, a graduate of Loyola College in Maryland, is bringing a great deal of experience to the agency.  The new hire held a number of internships and professional positions in the industry at agencies such as Planit Agency in Baltimore, MD, Y & R New Zealand, and Vertis Communications in Clifton Park.  The entire agency is excited to have Colistra on board.  “James has already proven himself to be an incredible self-starter,” says Andrea Lomanto, Strategic Relations Officer, “in his first week he was speaking with global organizations, educating them on the services we offer and how we can fulfill their needs.”

323 clinton street Schenectady, New York 12305
O. 518.377.0045 | F. 518.372.7776

Potratz Partners Advertising Announces New Strategic and Relations Officer

SCHENECTADY, N.Y. –Full service advertising and interactive marketing firm, Potratz Partners Advertising of Schenectady, NY is pleased to announce the addition of Andrea Lomanto as the new Strategic and Relations Officer.  Lomanto will contribute to the firm in the areas of public relations, broadcast media script writing and agency communications.

The recent graduate of the Master of Business Administration program at The College of Saint Rose in Albany, NY also earned her Bachelor of Science in Communication at The College of Communication at Boston University.  Lomanto gained industry experience through internships at Arnold Worlwide in Boston, Mass. and the Albany Institute of History & Art in Albany, NY.  As an MBA student her assistantship at the School of Business at the College of Saint Rose helped her to further hone her marketing skills.

323 clinton street Schenectady, New York 12305
O. 518.377.0045 | F. 518.372.7776

Potratz Partners Advertising Announces New Graphic Designer

SCHENECTADY, N.Y. –Potratz Partners Advertising, a full-service advertising and interactive marketing firm in Schenectady, NY is pleased to announce the addition of Kevin Smith as a Graphic Designer.  Smith will contribute his creative design skills to the firm’s rapidly growing client base through the creation of print and web advertisements.

The December 2006 graduate of Franklin Pierce College of Rindge, New Hampshire earned a Bachelor of Arts in Graphic Design with a minor in Fine Arts and a concentration in Advertising.  Smith honed his creative abilities through a number of freelancing positions with organizations including, 82nd Records, M2 Design, and Co-Ed Lounge.  His love for the arts spans beyond graphic design to drawing and photography.

323 clinton street Schenectady, New York 12305
O. 518.377.0045 | F. 518.372.7776

Potratz Partners Offers New Consumer Targeting Techniques in Webratz Service

SCHENECTADY, N.Y. –Potratz Partners Advertising, a full-service advertising and interactive marketing firm in Schenectady, NY is offering a highly targeted interactive marketing tool to clients.  The profitable technology, coined by Potratz as Webratz, is offered exclusively by the agency.  The service is just one element of an extensive list of interactive marketing offerings provided by Potratz.

The Webratz technology essentially allows for clients to recapture lost sales.  When potential customers visit the client’s site, that customer is targeted and tracked.  The Webratz follows the customer to high-traffic sites like HGTV, DIY, Eonline, ABC, CBS, and ESPN, where banner ads from the client’s site are displayed.  This service is ideal in purchase situations that require extra thought by the customer, and the banner ads act as reminders.  Clients reap great benefits from the service for a number of reasons including the simple fact that these potential customers are more receptive to the advertisements, as they have already actively conducted research on the client’s product or service.  The technology generates top-of-mind awareness at its best because it is so targeted considering the customer has already visited the client’s site.

323 clinton street Schenectady, New York 12305
O. 518.377.0045 | F. 518.372.7776

Ad agency's Web software lets clients follow customers

Potratz Partners Advertising has hired six people over the past three months and is seeking more, thanks in part to a new product called Webratz.

Webratz, which the Schenectady firm developed in-house, allows businesses to follow potential customers after they leave the company's Web site and visit one of about 500 others.

They are then greeted with a banner ad for the very product or service they had been looking at.

Say, for example, a man visits a car dealer's site to read up on Jaguars. He then goes to check the box scores at ESPN.com. A banner ad for Jaguars, and the car dealer, will appear only to him.

"You can't get any more targeted unless you walk up to someone and pin your ad on their shirt," said Paul Potratz, vice president and secretary for Potratz Partners.

Webratz, which was introduced in February, is part of Potratz Partners' effort to carve a unique niche for itself in the growing world of Internet advertising.

According to the Interactive Advertising Bureau, a New York City-based trade group, U.S. companies spent $4.8 billion on online advertising during the first quarter.

That is up from $3.8 billion in the first quarter of 2006. In all of 2006, online ad revenue totaled $16.9 billion, a 35 percent increase over 2005. Most area advertising agencies include Internet advertising among their services.

Potratz said some of his firm's clients spend as much as 45 percent of their budgets online.

The firm has offered Internet advertising and search-engine marketing services for some time, but was looking for a way to track Internet users without using invasive cookies or spyware.

Webratz does not gather personal information, but attaches a code to the Internet surfer's IP address that tells it which ad to show that person when they move to one of the other sites on which it has purchased space.

"There are other similar technologies out there, but I've never run into anything that can actually change the banner ad," Potratz said. "We wanted to do creative technology that will work for all size businesses. Someone can be running a business out of his spare bedroom, but look like a major corporation."

He said that a business that wanted to place an ad on ESPN.com might pay as much as $200,000 a week. With Webratz, clients can reach people on ESPN and hundreds of other sites for as little as $3,000 a month.

Potratz Partners now is working to upgrade the technology, so that different ads contain different phone number codes. That would allow businesses to track customers through the entire process.

Potratz said the ad agency's biggest challenge now is finding employees, particularly creative types who are willing to put in some long hours. The firm now employs 14 people and needs at least a few more.

323 clinton street Schenectady, New York 12305
O. 518.377.0045 | F. 518.372.7776

Huck Finns Furniture Warehouse signs Potratz Partners Advertising to execute interactive marketing strategy

SCHENECTADY, N.Y. –Full service advertising and interactive marketing firm Potratz Partners Advertising, Inc announced a new partner to their client list, Huck Finns Furniture Warehouse. The retailer is well known in upstate New York for Humongous Savings in Tools to Furniture and has signed Potratz Partners as their interactive advertising agency of record.

Potratz will be responsible for implementing an interactive marketing campaign and re-development of the Huck Finns website www.hucksfinnswarehouse.com .  The interactive marketing campaign has already begun and the website re-design will be completed in a few weeks.  Potratz will be providing a targeted and geographic presence for Huck Finns Warehouse on Google, Yahoo, MSN, HGTV, DIY, Eonline, ABC, CBS, ESPN and several other sites over the coming months in addition to implementing an email marketing campaign to promote special events.

Steve Vanderwarker, VP of Operations, stated “We understand the importance of interactive marketing and ensuring a customer has an excellent shopping experience - whether they are in the store or online”.  Steve also stated “One of the reasons we partnered with Potratz was their ability to provide a complete range of marketing services that extend from traditional media to design, media buying, interactive marketing, and some very interesting proprietary software and technology.”

323 clinton street Schenectady, New York 12305
O. 518.377.0045 | F. 518.372.7776

Potratz Advertising Announces New Interactive Business Development Account Executive

SCHENECTADY, N.Y. – Potratz Partners a full service advertising agency and interactive marketing firm in Schenectady, NY announced Monday the addition of Rachel Wyler as an account executive to the interactive business development division at Potratz.  Rachel will be adapting business development and marketing skills she acquired through her previous positions at Sprint Nextel and HPC a private practice health care facility.       

Rachel stated she is excited to utilize her experience and creative approach in working on the interactive team at Potratz.  Rachel also stated it is an exciting opportunity to learn the interactive marketing technologies exclusive to Potratz that was developed for their national clients and local clients like Albany Law School, Metro Ford and Huck Finns Warehouse to mention a few.

Rachel is a graduate of Plattsburgh State University, where she majored in English Literature and minored in Photography.  She is a native of Orange County, New York, but relocated to Saratoga Springs after college to start her career.   

323 clinton street Schenectady, New York 12305
O. 518.377.0045 | F. 518.372.7776

Potratz Awarded Advertising Contract for Clay Nissan of Newton

SCHENECTADY, N.Y. & NEWTON, Mass. –Full-service advertising and interactive marketing firm Potratz Partners Advertising, Inc., of Schenectady, NY, has announced that Clay Nissan of Newton has signed Potratz as the agency of record for its Newton, MA Nissan dealership. Potratz will handle the dealership’s in-store marketing as well as the traditional and interactive advertising as the Newton dealership undergoes its transformation to a Nissan dealership from a Chevrolet and Hyundai location. The agreement was signed May 3, 2006.

"We are looking forward to handling this valuable account at an important time for them," said Potratz Advertising Partner Paul Potratz. "The Clay Nissan of Newton family has been receptive to utilizing the marketing tools, new programs and integrated strategies that our agency believes brings the best return on investment for our clients. It is not often that an agency will get to work with a dealership during such an exciting time, we know that Clay Nissan of Newton is going a great asset to the community and to the Clay family of dealerships.”
Potratz will work with Clay Nissan of Newton during its inventory reduction sales during the month of May and during the grand opening of the Nissan dealership on May 20th. After the grand opening Potratz will continue to work creating a Nissan of Newton brand in the competitive, urban greater Boston market.

About Potratz Partners Advertising:
Potratz Partners Advertising is a full service advertising agency headquartered in Schenectady, NY. Potratz employs an integrated marketing philosophy into its “last mile,” advertising approach. The firm represents clients across all industries, specializing specifically in the automotive industry.  With clients throughout the country Potratz boasts a growing portfolio of clients enjoying rapid growth in their market areas.

323 clinton street Schenectady, New York 12305
O. 518.377.0045 | F. 518.372.7776

Potratz Advertising Announces New Business Development Executive

SCHENECTADY, N.Y. – Potratz Partners Advertising, a full-service advertising and interactive marketing firm, announced Monday that Joseph D. Renzi III has joined their staff as the new Business Development Executive. Renzi comes to Potratz Partners with an extensive background in mass media distribution and web based technologies. Renzi is handling new business development in the automotive sector. In addition he will be assisting with current clients and continuing the hands on integrated strategy Potratz has become known for providing their clients.

“Potratz Partners integrated marketing communications approach is one I believe strongly in. I look forward to working with the strong team of talented individuals that have made this company successful,” said Renzi.

Renzi comes to Potratz Partners Advertising from Boston, Massachusetts after spending seven years working for Business Wire in the International Media Distribution industry.

Renzi is a 1999 graduate of Salve Regina University. Renzi completed his degree with a BA in English with a concentration in Journalism. Potratz Partners Advertising is a full service advertising agency located in Schenectady with clients in NY, PA, TN, VT, FL, NC and several other states.

323 clinton street Schenectady, New York 12305
O. 518.377.0045 | F. 518.372.7776

POTRATZ ADVERTISING AND DENOOYER

Full-service advertising and interactive marketing firm Potratz Partners Advertising, Inc has added DeNooyer Dodge Mitsubishi to its growing roster of clients.

Potratz Advertising was retained to create a strategic identity for DeNooyer Dodge and DeNooyer Mitsubishi that includes a new branding statement, media mix that includes an interactive marketing focus.

Founded in 1972, DeNooyer Family of dealerships has grown to one of the largest volume new car and used car dealerships in the state of New York. Tom DeNooyer stated “I had several agencies pitch for my business but it was an easy decision to partner with Potratz Advertising due to their extensive experience in the automotive industry, and their unique approach in marketing and advertising that includes traditional advertising and a new interactive approach that is new territory for the majority of businesses operating in today’s marketplace”.

"This is an important account to us" said Potratz Advertising Strategy Officer Sean Barbera. "We're excited to be working with Tom DeNooyer, his staff has been very receptive to utilizing the marketing tools, new programs, and strategies we begun to implement. I feel an important factor of our continued success (Potratz Advertising) is the way we work by integrating a total process for our clients that integrates sales with marketing Smart Media™ and tracks every dollar spent. We don’t just spend our clients money…it has to make our clients more profitable or we don’t do it”

323 clinton street Schenectady, New York 12305
O. 518.377.0045 | F. 518.372.7776

Potratz Advertising Announces New Strategy Director

Sean Barbera has joined the staff of Potratz advertising in Schenectady as a Strategy Director. Sean has extensive experience in public relations, traditional marketing and interactive web marketing. Sean will oversee the interactive marketing division iPotratz which provides services to a variety of clients across the country. In addition Sean will assist in new management responsibilities within the business development and imaging services divisions.

“Sean’s experience in real world Interactive advertising and marketing is critical to the continued growth and development of our Interactive Marketing Division,” said Paul Potratz, Jr of Potratz Advertising.

Sean’s experience in national marketing will prove very valuable to additional successes for the clients of Potratz Advertising. Before joining Potratz, Sean worked with Lycos a Fortune 500 Company.

He is a graduate of Skidmore College with a BS in Business and holds an MBA from Clarkson University.

Potratz Partners Advertising is a full service advertising agency located in Schenectady with clients in NY, PA, TN, VT, FL, NC and several other states.

323 clinton street Schenectady, New York 12305
O. 518.377.0045 | F. 518.372.7776

  Young ad firm finds home in Sch'dy; grows staff and revenue

Barbara Pinckney
The Business Review
February 18, 2005
Advertising and Marketing Firm Finds Home in Schenectady, New York
[ article link ]

Just a few months after moving into downtown Schenectady, Potratz Partners Advertising has nearly doubled its employment and is building additional office space with the goal of hiring another 10 people.

The 2 1/2-year-old firm had six local employees when it took up residence in early November at 323 Clinton St., behind Proctor's Theatre.

Now it has 11 employees in Schenectady and four others in offices in New York City, Pennsylvania and Florida.

It reported gross billings of $8.2 million for 2004, making the employee-owned Potratz Partners one of the largest advertising agencies in the Capital Region.

The paint on the new quarters -- a former single-family home -- is barely dry, but Potratz Advertising already is expanding.

It will start redevelopment work on a second old house on Clinton Street in the spring.

"The salespeople will be on the first floor and the creative people on the second floor," said Paul Potratz, president of Potratz Partners. "We want to hire at least eight more salespeople and two more creative."

Potratz formed the full-service agency in October 2002 after leaving a position in radio sales for Clear Channel Communications.

The son of a car dealer, Potratz had focused his sales efforts on that industry.

When he and a friend -- who had also worked for Clear Channel --started Potratz Advertising, they focused on the same sector.

"Within a few weeks we had three automotive clients," Potratz said. "These guys are advertising every day, every year, year in and year out. If you're a car dealer in the Capital Region and you have a $1 million advertising budget, you are on the low end."

The firm's newest client, DeNooyer Metro Ford of Schenectady, has a $1.6 million annual budget.

"It doesn't take a lot of automotive clients to have strong billings," Potratz said. "It only takes a lot of work."

Potratz Partners also has clients in the legal and health care industries, including Baptist Health Systems in Kentucky and Boron Pharmaceuticals, a Swedish company with operations in Pennsylvania.

Potratz Partners started out on Union Street in Schenectady.

When Potratz Partners needed room to grow, the Schenectady Metroplex Development Authority, an economic development agency charged with helping to revitalize the city and county, convinced it to move downtown.

The house at 323 Clinton had been vacant for six years.

Ray Gillen, chair of Schenectady Metroplex, said the authority did not put any money into the Potratz Partners project, but is happy to have the firm as "one of the early investors in the revitalization of downtown Schenectady."

"They're an interesting firm," Gillen said. "They're not just local. They have clients all over the country."

Gillen said Metroplex's plan was to grow an entertainment district with the expanding Proctor's as the centerpiece.

What the group found was an unexpected interest from technology firms and others with young, creative employees who want to be in an area where things are happening after work.

The two houses Potratz is redeveloping are at the heart of this district, just behind the spot where a new Hampton Inn is being constructed at the corner of State and Clinton streets.

Gillen said Metroplex has spoken to Potratz about ways to brand Schenectady, and may officially hire the firm to take on the city's marketing efforts.

  Four companies set for downtown Schenectady

October 28, 2004
[ article link ]

A new restaurant, florist, health care company and advertising and marketing agency are moving into downtown Schenectady, N.Y., according to economic development officials.

The Schenectady Metroplex Development Authority, an economic development agency charged with helping to revitalize the city and county of Schenectady, said a restaurant called Clinton's Ditch will open on South College Street; florist Absolute Perfection will open on Jay Street; Accent Health Care will set up an office on Franklin Street; and Potratz Partners Advertising will open on Clinton Street.

Tim Trier will spend $310,000 to renovate the vacant building at 112 South College St. for a full-service restaurant. Metroplex will loan Trier $50,000 for the restaurant, which is expected to create 13 jobs within two years.

Absolute Perfection will open at 148 Jay St., specializing in corporate accounts, weddings and special occasions. The store will also offer classes in floral design and display artwork by local artists. Metroplex will give the company a $10,000 grant, and the store is eligible to apply for funding from the Downtown Schenectady Improvement Corp.'s facade program. The florist is expected to create seven jobs within two years.

Accent Health Care Services Inc., a certified, licensed home health care agency, will lease a 1,600-square-foot office at 670 Franklin St. The Schenectady office will start out with three office staff and 18 field staff, with plans to grow to six office staff and up to 100 field staff within five years. The company plans to purchase a building in downtown Schenectady within two years.

Potratz Partners Advertising is a full-service ad agency specializing in the automotive, medical and legal industries. The company will lease 2,900 square feet at 323 Clinton St. Potratz Partners employs six people and plans to double its staff in the next year.

"After years of fractious economic development efforts, we now have a totally unified team approach to economic development that is working. There is a sense of momentum and excitement about what's coming next to our community that we haven't seen in a generation," said Susan Savage, chair of the Schenectady County Legislature.

  Buying Consumers Search for Auto Research

Rebecca Weeks
iMEDIAConnection
January 8, 2004
[ article link ]

Automotive sites that accommodate consumers' diverse research styles and needs will capture buyers’ attention and succeed in influencing purchase decisions.

Just as “search” was the buzzword in 2003, “research” will be the name of the game in 2004. And nowhere is this trend more obvious than in the automobile marketplace.

Now, more than ever, consumers are using their own research skills on the Internet to inform their vehicle purchase decisions. Time-saving, convenience and the ability to compare prices and dealers are major factors in the popularity of automotive Web sites. According to Forrester Research, new car buyers in the United States in 2003 rated Consumer Reports as the most important source of automotive information (cited by 74 percent of respondents), followed by non-car company Web sites (68 percent), advice from friends (61 percent), car company Web sites (59 percent) and auto dealership personnel (57 percent).

These findings suggest, among other things, that automotive marketers have a huge opportunity to better understand purchase cycle dynamics in order to implement strategies that influence the consumer early on.

Consumer Empowerment Elevates Expectations and Demands

The data-rich online automotive marketplace is empowering consumers, challenging online and offline channels to work in tandem, and intensifying competition between marketers. It is arming consumers with accurate information about cost and availability of car models and options, giving them an edge over dealers when haggling over price. As buyers become more informed, they are better able to detect inconsistencies and, more importantly, to determine for whom the deal is advantageous: the seller or the buyer.

Automobile shoppers who start on the Web seek a full spectrum of information that will influence their decision: product, pricing, dealer, finance and insurance information. Which sites they end up choosing will no longer be based solely on awareness and brand equity, but also on functionality and content. For instance, Nissan recognized that the Buying Guide section of Nissan’s site will have to compete with others’ existing advanced research tools, so the company’s interactive team is boosting the tool’s awareness throughout the site. They are adding contextual links from other areas and are improving the content within to add more compelling and interactive material, all in hopes of increasing the volume of customers using the Buying Guide to lead them closer to a transaction.

By 2007, 37 percent of all new car sales will be the direct result of a specific purchase decision made online. Enhancement of Web sites will be critical in order to increase their chances of influencing and capturing those sales, especially given the consumer criticism of exiting online offerings.

They cite the following negative issues:

• difficult navigation,
• too much creative and not enough data,
• lack of updated content, and
• lack of non-abrasive personal assistance.

Consumers are demanding comparison shopping, which is fundamentally changing their expectations of the purchase process. And, as the number of model choices that manufacturers offer expands, vehicle comparison is proving to be one of the most critical site components.

Most corporate marketers agree: The better informed consumers are the more confident and happier they will be. The experience of buying a car only gets easier for all parties involved as customers gain more insight into what they really want and need.

That being said, how exactly can online marketers ensure this appeasement?

Robust Consumer Research Tools Drive Web Site Improvements

Marketers need to respond by gaining a thorough understanding of user expectations, motivations and potential sources of online purchase reluctance in order to offer solutions by designing and implementing improved interactive strategies. Continually assessing new platforms and technologies will ensure sites are providing enhanced content and functionality to customers. Reviewing traffic patterns and path analysis will help marketers decide which content to feature most prominently and which tools and features to potentially add. Clickstream analysis enables companies to observe actual, unprompted user behavior and invest resources where they will have the greatest impact.

By using advanced technology, innovative marketing tactics, and some of the most sophisticated Internet partners, companies can deliver value-added services to customers. Whether campaign goals include awareness, brand impact, traffic generation or client acquisition, marketers are learning quickly that each one should be in some way informed by meeting consumers’ information requests.

The ultimate challenge is to make users feel confident that they will achieve their tasks. To inspire confidence, Web sites can offer content-specific keywords associated with information links and ensure that content gets more and more specific as people navigate deeper into the site.

Many industry professionals believe automakers should build informative, easy-to-use sites and forego costly investments in one-click auto shopping. Instead of investing precious capital into developing online transaction capabilities, auto manufacturers that focus on cultivating their core business, which includes integrating online and offline marketing channels, will reap significant rewards. One of the best performing tactics is for manufacturers to post updated local dealer data on their Web sites. Dealerships are where consumers form their most important brand impressions and make purchase decisions.

Dealerships Face Awareness and Consumer Reluctance Challenges

As if marketers didn’t have enough to worry about, they also have to determine how to incorporate their dealerships into online marketing programs. Potratz Partners Advertising, which provides automotive dealers with competitive strategies, divides interactive advertising into two separate goals. First, ensure that dealers are visible when consumers are doing their initial research. Second, once consumers are browsing the site, encourage them to submit a request for information to the dealer, which gets the sales process started.

“In today's age, the interactive campaign begins long before the consumer actually logs onto the dealer’s Web site. If we can get a consumer on the Web site, the chances of that person visiting the dealership in the next three months to purchase a vehicle are much greater. Like all online advertising, the challenge is how to get him to log on in the first place,” says Craig Hall, director of business development for Potratz Partners Advertising.

Once the first goal is accomplished, it is vital that the site offers a fast and efficient way to view inventory, pricing and vehicle comparisons. Short and basic online questionnaires are a cost-effective tool that dealerships can use to pre-qualify consumers. Potratz’ Hall adds, “Questionnaires are becoming a valuable sales tool especially for dealers in more remote locations because consumers are willing to travel to a dealership that is trying to make the sales process less painful.”

Giving Consumers What They Want Most: Price and Comparison

However, some automotive consumers prefer not to interact with a dealer at all. These modern shoppers are the precise target of Carsdirect.com, the only third-party Web site to offer transactional price quotes without offline contact by a dealer. After consumers configure their ideal vehicle, the company uses software to identify which dealer in its network actually has the vehicle in stock. The consumer can then decide if he or she wants to be connected to the dealer.

By providing buyers with immediate quotes and dealer inventory, the company conveys its respect for, and understanding of, the new Internet information-powered consumer. Generating 4 to 5 million visitors per month, user-friendly Carsdirect.com has become one of the most popular new and used vehicle research destinations. The company’s Research Center allows shoppers to simultaneously compare the specifications of competing vehicles or search for available manufacturer rebates and incentives on any new vehicle.

Carsdirect.com revises its Research Center not toward generating page views, but to make it easier and quicker for consumers to find necessary information. Two of the Center’s most popular features are the Car Comparator, which offers an up to 500-point comparison tool, and the Buying Guide, which provides a wealth of information in categories such as buyer reports and reviews, finance, insurance, incentives and rebates, safety and vehicle history.

Internet Shoppers Still Seek Human Contact for Assistance

Not only does Carsdirect.com’s unique pricing and inventory content provide it a competitive advantage, so does its use of customer service personnel with a non-traditional sales title: Vehicle Specialists.

“Consumers enjoy aggregated information all in one place. They’re also looking for a way to make the car buying process easier using an unbiased human to help them. Our Vehicle Specialists act like personal shopping assistants, by arranging appointments and financing with dealers,” says Chuck Hoover, vice president of marketing at Carsdirect.com. He says referring to and seeing these Vehicle Specialists as “helpers” instead of “salesmen” is helping consumers overcome traditional offline buying behavior by acknowledging that such high-dollar purchases online also require one-on-one assistance around the buying process.

Companies that provide this type of personability along with modern features will drive loyalty, satisfaction and subsequently, word-of-mouth advertising. Viral marketing via direct-to-URL is the most substantial generator of Carsdirect.com’s business; 5 percent of customers refer the service to others. Passionate customer reviews prove this to be true. “I was completely astonished by the service and how easy it was. I learned about MSRP and invoice values, vehicle ratings on safety and was able to make comparisons on the site. All of this in the comfort of my home,” said a customer who purchased a Hyundai Elantra.

Customer Segmentation Informs Site Design

Research conducted to understand how the needs of customers change throughout the purchase cycle must be translated into acute interactive strategies that also inform architecture and design decisions.

For example, Lexus applies findings from its site usability and behavioral studies to create a balance between consumers in different phases of the purchase process. The interactive team created tools, such as the Build-Your-Lexus Configurator for “in-market” consumers and Vehicle Comparison for those who are new to the brand, to support each group’s needs.

“It’s this balance that is critical to maintain, as the site should not be just brochure-ware, but be able to drive leads, while at the same time not losing site of the fact that we are a luxury brand, where image and brand equity are critical,” says Lexus National Interactive Marketing Manager Robin Pisz. “We frame in third-party content for this section, and, as such, it provides an unbiased perspective on our models versus others.”

Enabling Mobile Content Makes Offline Car-Buying Process Easier

One of the newest innovations automotive companies are using to merge online and offline behavior is the eBrochure. OEMs like Lexus and Nissan North America are using the instrument to offer customers mobile content, thereby allowing them to have model and brand information in hand when they visit a dealer. Nissan’s response rate (based on first half of FY 2003) shows that of the site’s visitors, 2 percent submitted an eBrochure request for Infiniti models and 1 percent for Nissan models.

“The user feedback we receive is very positive. Many users have suggested we increase the depth and breadth of the information within the eBrochure. Some also suggested they would prefer to customize the information they're able to print in brochure form including imagery, stats, and pricing info. This feedback will go into future site revisions,” says Steve Silver, director of e-business and CRM at Nissan North America.

The trend toward more information-empowered consumers could have drastic consequences on OEMs who fail to respond. For instance, “in-market” shoppers are no longer going directly to OEM sites but instead using third-party sites that offer aggregated information and up-front pricing. However, OEMs claim the trend is not negatively impacting their sales. Since approximately 70 percent of Lexus’ in-dealer customer traffic has already visited Lexus.com before entering a showroom, the company understands how highly valued the online channel is. Pisz believes that manufacturer sites will long be the primary destination for model and brand information, with third-party sites serving vehicle comparison needs.

One thing is certain: To better entice browsers, every automotive site must provide the information and tools consumers seek, while supporting the needs of their varying purchase cycle stages and goals.

Rebecca Weeks, an independent strategic marketing consultant, offers consumer businesses innovative solutions for developing, strengthening and managing customer relationships. She is known for her exceptional research and trend-spotting skills for both the corporate and agency sides.