What is Bernstein-Rein?
Ad agencies start with a problem and create an ad campaign. We’re different. We’re entrepreneurs who see a problem and then invent a better way. We’re an independent agency that does more than creating ads. We invent a better way.
Inventing a likable brand isn’t just one thing. It’s everything.
Channel Planning & Buying
DR & Email Marketing
Attribution & Media Mix Modeling
Social & Mobile Engagement
Store Experience Design & POS
Product & Services Design
Consumer Journey Mapping
Communications & Content Planning
Advanced Data Analytics
Bernstein-Rein Case Studies
Nobody wants to be sold to, talked at, or urged to buy anything. Especially when there are limitless distractions at everyone’s fingertips. In today’s hectic climate, the only way for brands to stay relevant is to provide something of purpose and substance. So we invented a unique process to help brands form a meaningful, lasting connection with exactly the right audience, right where they already are.
When Havertys first came to BR, sales were down. Their price-based promotional marketing strategy wasn’t working. Because with very little to differentiate themselves from their larger, national competitors, they were being outpriced, outspent, and frankly, outdone.
In order for Havertys to survive, we needed to invent a new brand strategy. And we needed to find an entirely new customer segment to communicate it to – one that isn’t influenced by price. Qualitative research helped us uncover a brand new target, The On-Trend Customer.
The outlook of the On-Trend Customer inspired our completely new brand positioning: Havertys doesn’t sell furniture. It brings visions to life. No prices. No brand names. All customization. All about her unique vision.
The effort resulted in a huge triumph for a once-declining brand:
10% sales increase
24 months of consecutive positive sales results
418% growth in social mentions
Gold’s Gym, an iconic fitness chain with more than 700 locations, was under attack. Crossfit gyms, barre classes, and trendy new approaches to exercise were taking over. To remain competitive in the category, Gold’s Gym needed new members. And not just any new members. They needed new members who were actually going to stick around.
Our first step was to establish a Gold’s Gym Best Member Profile. Why? We knew we needed to attract the type of members who were willing to pay for additional, high-margin services. The ones who would make it past the 22-week fitness cliff – quantitative research revealed that as the point at which the uncommitted throw in the towel.
Understanding that our target is searching for help and inspiration, we emphasized paid search. Previously, Gold’s SEM strategy had been focused on search terms for other gyms and competitors. We reconfigured this strategy for searches for branded terms, types of classes, and finding gyms within proximity of their homes, and we found a much higher response.
Our efforts delivered unprecedented growth:
25% increase in leads
16% growth in new members
23% increase in site traffic
Gold’s Gym was positioned to carry its legacy far into the future.
With the rise of YouTube and Social Media came negative chatter about fast food. That it was all fake. Riddled with additives. Photoshopped. Manufactured. As the established leader in the industry, McDonald’s took the brunt of the finger-pointing. So, despite decades as a cherished brand, McDonald’s was suddenly perceived as a giant, deceptive corporation. It had lost its place in the hearts of Americans. And it was our job to get it back.
We needed to make McDonald’s feel real again. And show it for what it really is: an accessible and genuine part of real people’s everyday lives. We found compelling ways to show where McDonald’s food actually comes from. In fact, we took a real person from Pollock, South Dakota to fish for Pollock in Alaska, just to show how real the Filet-O-Fish® actually is.
By telling authentic, honest stories, we did the impossible. We turned the brand everyone knew and nobody trusted into the brand that everyone can relate to. Because anyone, no matter who they are, can now see a bit of themselves in McDonald’s.
And, we’re happy to say, the brand has claimed its place in Americans’ hearts once again.
At the beginning of 2018, the KC Chamber approached BR for help with a big problem. 1 in 3 children starting kindergarten wasn’t prepared – setting themselves, and our city, up for a lifetime of hardship. Because helping children has always been a priority for BR, we were determined to assist in finding a solution.
First, we created and named the organization that would serve as a resource for early education throughout Kansas City. And then we created the logo design. Because the Kansas City community was completely unaware of the problem, we created an awareness campaign to wake the city up to it. Simple visuals on outdoor boards and print ads brought the disheartening statistic to life.
We made a game out of finding learning moments around the city with an illustrated poster distributed to parents and local businesses. It contained 10 simple challenges to be completed at locations around the city.
As children completed each of the challenges, they colored in the associated portion of the poster. So that after completing all of them, they had a unique piece of art all their own.
And parents had something to brag about.
We’ve developed entirely new business models. And yes, we’ve created some of the country’s best-known ad campaigns. There’s always a better way. Take it from an agency that’s not just in the advertising business. But in the business business.