Klosterman Marketing Communications

Don Klosterman
Strategic Planning Consulting Concepts Copy Resources Galore
2802 Knoxville Ave. Long Beach, CA 90815 donklos@charter.net 714.501.5949

Don Klosterman
Don began his marketing career with world-renowned Saatchi & Saatchi Advertising. There, he managed the advertising for five different tire lines including auto, high performance, commercial, motorcycle and go kart; as well as managing national and regional sports and retail promotions for Bridgestone Tires. Events included the sponsorship of the Toyota Grand Prix of Long Beach, SCORE Off-Road World Championships, and L.A. Open Golf Tournament. This included national and regional dealer participation retail promotions and event hospitality, as well as negotiating said sponsorships with promoters, and prizes with key auto, beer and motorcycle manufacturers. These included maintaining strong relationships with Mickey Thompson, SCORE International and the Long Beach Grand Prix Association. He also managed the strategic advertising of the nations #1 car stereo manufacturer, Pioneer Electronics, and managed their successful campaign introduction of Pioneers move into the high-end car stereo market. Later he moved his experience to a top regional agency, Salvati Montgomery Sakoda (now Foote Cone & Belding in Orange County, CA) where he directed the Raging Waters water theme park account, helped to successfully launch James Hardie Building Products into the U.S. market, and managed blue-chip accounts Yamaha Electronics, Times Mirror Cable Television and others. While working with Times Mirror, he conceived and implemented their most successful new subscriber campaign to date a major success. After working two years with IRS Records as director of marketing, he became a partner at O.C. agency Parker Stephens where he lead four years of work with Kenwood Electronics, helping them to maintain their #1 market position during that time. He was key to the capture and work that enabled Raytheon to land at PSI, and spearheaded the highly successful introduction of startup NetRam Computers, a company that came to Parker Stephens with only the ability to build quality computers, but zero existing brand perception, awareness, distribution, packaging, nor in-store marketing programs. Don conceived the start up positioning and strategies that put into an orbit to take them from being a start up company, to generating $50 million in P.O.s in a short years time, with no advertising. He was also a key player in the strategic and creative positioning of technology software start up NQL, Inc. Don made the best use of his many years of working with top flight creative talent at his previous agencies to work to his advantage by taking on concepting and copywriting duties at PSI, creating many of the agencys projects and campaigns. They are the subjects of the pages to follow. Don has developed coherent marketing strategies and new product launches for: Bridgestone Tires, Bushnell Binoculars/Bausch & Lomb Sports Optics, Cambro Manufacturing, Commonwealth Energy, CUE Nationwide Paging, NQL, Inc., Epoch Internet, Foundstone Security Software, International House of Pancakes, IIYAMA Monitors, General Med HMO, Raging Waters Theme Park, Kenwood Electronics USA, Pioneer Electronics, Masergy Networks, NetRam Computers, Odetics, Raytheon Company Defense and High Technology divisions, Raytheon Strategic Business Areas, Tarzana Regional Medical Centers, Times Mirror Cable Television, Yamaha Electronics, and Yokohama Tires, to name a few.

Launching this new complex content management company amongst the challenges of the dot bomb era was formidable. The client had asked another agency to do the work, but when they showed up to the presentation they were let down. They called us on the way back to their offices asking if they could stop by. They had only seven days before their investors meeting. Two days later, at 11PM, sitting all alone in our offices, I came up with this campaign which drew tears from at least one investor who had sunk millions into the company. I also wrote the copy and conceived the visuals.

Clean, spread ads gave NQL personality, differentiation and credibility, while making high impact awareness amongst the usual clutter found in the technology publications. Single page versions ran in the later months to stretch the budget. The campaign ran internationally in the top IT magazines. It was intended to brand NQL, but it also provided quantifiable leads, generating over 13,000 downloads of a sample software program in only the first three months. Copy versions were written for various audiences pertinent to their motivational hot buttons.

This direct mail campaign was designed to provide a singular, focused message for a highly complex product. These oversized postcards had to get past the gatekeepers of Fortune 500 IT CEOs, which they did. Each card was designed to work in billboard fashion, to chip away at the natural mental firewalls that exist within the CEO target audience. I wrote these too.

NQL created and published highly sophisticated, enterprise-wide software. (Theyre now a part of Borland)

Network Query Language Product Ad 3-Part Mass Post Card D.M. Campaign

Content Anywhere Product Ad

Parker Stephens Fully Integrated Marketing Campaign (Starting from Scratch 3+ Months)

VAR Offer Packet

Stationary, Business Cards, Envelopes NQL Logo

T-Shirt

VARs Binder Press Kit Folder Corporate Brochure

Media Plan w Merch Plan

CD-ROM & Sleeve New Logo and Thinks Tag Line

Branding, Introductory Advertising Campaign Sales Folder

Channel Brochure s

Annual Report

Blimp Packaging & Big Label Blimp High Impact Mailer to Top CIOs

VAR Mouse Hi Impact Mailing

Product Sales Sheets

3-Part E-Mailing Campaign

This three-part e-mail campaign was tremendously successful. It was sent to a list of registered show attendees. 30% of the list came to the clients booth for bona fide discussions.

A highly effective and successful e-mail campaign to an extremely targeted audience. The blimp moves across the screen for high impact and reader interest. I wrote it and worked with the art director on the visual treatments.

As Featured in an edition of Crains

B to B Magazine.
NQLs Fleet of 100 Blimps Invades Technologys Best
High Impact Direct Delivery is A Gas This blimp was hand delivered to 100 of the most powerful I.T. people in the world. 50 went to Fortune 300 C.I.O.s, and 50 went to the top VARS (resellers) in the industry. 25 relationships were formed as a result. NQL either held serious talks with, or the prospect started a beta testing program. The blimp is radio controlled and helium-filled.

Masergy was a pure start up with no budget. I wrote and concepted this launch collateral project that gave them a position and their first professionally produced sales tools. I also wrote the materials on the next page.

Masergy support projects..

11x9 Teleconferencing Backdrop

Email Campaign for a Webinar

Mouse Pad

Binder and CD cover presentation graphics

Webinar postcard invitation

This was a concept ad I conceived that helped to win this account for our agency over 40 other shops. I wrote this headline, and worked with the art director who thought of the visual. The president of the company liked the provocative stance, knowing he needed something profound to cut through the clutter that was strong in this category.

As the surrogate-marketing director for this fledgling computer maker, I worked with NFL Hall of Fame Coach Bill Walsh who served as our spokesman. I wrote, conceived and implemented all the work, and was literally the heart and soul of the effort that took them from zero to $50million in P.O.s in just one short year.
Our strategies resulted in unprecedented in-store exposure at this normally stingy retailer.

Unique strategic differentiation gave NetRam the credibility for ease of sales. Better, it propelled NetRam in sales using only in-store marketing tactics.

NetRam Computers Became the #1 Selling Computer Brand in Frys Electronics, the 13th Largest Computer Retailer, in only six months. It Outsold All Other Brands, Combined!

These were creative concepts for a new e-commerce site, at the time. They reached out to the audience with a message that the site was there to help you to stay connected to your industry as you work from the outpost of your SOHO or home office. I wrote the headlines and found the visuals using stock sources.

This campaign for technology company Odetics invited prospects to a trade show presentation that filled the floor with wallto-wall visitors. I wrote and conceived it.

Many technology companies make black box products that perform incredible tasks but have little personality. Odetics Broadcast introduced this product that came with a rich backup of people and services. I conceived the idea of putting human personality to the obscure black box, wrote the headlines and the copy, then worked with the art director who gave it the unique shadow.

This ad is one in a series produced in a long term lobbying effort, and was directed to U.S. leaders at the highest levels of government and military decision makers. The campaign was extremely difficult to concept, having to address the needs of many individuals both internally and externally. I wrote the headline, the body copy and conceived the digital blanket to make the concept of a successful missile defense program more believable than it was during the Reagan years of the failed Star Wars missile defense era. It received high praise from the top brass at Raytheon.

This ad established Raytheon as a main player in the new military strategies and cooperative initiatives desired by the U.S. and coalition military strategists. It involves many different divisions, and establishes an unprecedented ability to marry the leading IT capabilities with the power of some of the strongest military weapons in the world. I solved this very difficult graphic challenge with the funnel device. The individual graphics inside the funnel are what an attack pilot sees in his heads up display. (The client made that suggestion.) I wrote the head too after the client mandated a very straight line that incorporated the Precision Strike term.

Ask anyone at Raytheon for his or her favorite ad of all time, and this is the one theyll give you. I wrote the headline, collaborated on the body, and concepted the layout. The client provided the visual. (Its pretty difficult to shoot custom work for some of these products.)

Tried to capitalize on the fear that the S.C.U.D. missiles created in the minds of our target audiences. I wrote the head, collaborated on the body, and found the main visual on military photo web sites.

This attitude really pushed the normally very conservative client. The engineers who devised this weapons system loved this style. I wrote the head, body, and concepted the layout.

The infamous Stinger shoulder fired missile was adapted for the Armys Longbow fighter helicopter for air-to-air combat purposes. It was the first weapon with this capability. I wrote the head, body, and concepted the layout.

We were often asked to perform work for futuristic concepts that hadnt yet been designed. The program being promoted here is over ten years into the future. Armed with little more than philosophical input for this esoteric program, I was able to conceive this obscure artistic treatment, then find an artist who could pull it off and worked with him myself on detail. I also wrote the head and copy. Our client adored this ad.

This series represents comp branding concepts to give Raytheon the respect it deserves as the brains of the most important systems being used in its respective disciplines. The lists on the right are the best programs for that category that include Raytheon components. Raytheon suffers from a similar fate as did Intel before it began its infamous Intel Inside campaign. These ads were conceived to produce a similar result for Raytheon. I wrote the heads and body, and conceived the idea of including the systems list, then worked with our art director on the layout.

This is a Microsite, an interactive concept I conceived to extend the messaging in our ads. Only one click away from the ad, these sites embellish product detail a typical ad hasnt the space to convey, while giving us the control of using visitor presence to gather a prospect data base, incentivise action, or even pre-sell to the trade show booth, plus much more. The site can include videos, customer testimonials, white paper downloads the possibilities are endless. Importantly, the site enables the reader to get right to the product being promoted without having to navigate the clients monstrous website first.

Point of purchase poster

Our 20th anniversary logo My Kenergy concept was used worldwide, in many ways.

These are but a few of the over 400 projects I managed and helped to create and produced for Kenwood over a 4-year period.

One our key assignment for Kenwood was to provide them with first class collateral design to enable them to compete against some of the most creative design treatments in the graphics industry. They were proud to tout that they had the industrys best sales collateral.

The most successful consumer and trade promotional campaign in our 17 year history of selling in the U.S. Bob Law, Sr. V.P. Mktg. & Sales, Kenwood U.S.A. I wrote this in-store P.O.P. campaign and conceived the man in the straightjacket for the main visual.

This two-part trade ad introduced the Kenergy concept to dealers with a tease, and then a reveal one week later. Theres a never-ending quest to impress all across the channel of the manufacturers status as the maker of the newest latest-and-greatest technology.

Remote Control P.O.P.

Poster to support my Kenergy Concept. Kenergy addressed the clients concerns and frustrations because customers were buying Kenwood head units, but not necessarily speakers and amps, when all the components were designed to work together. I came up with the Kenergy concept without being asked after overhearing a conversation. The client was ecstatic, to say the least. It was adopted worldwide. The HR people also borrowed it for their needs.

Powerful imagery in this B2B branding campaign helped to change the perception of one of the largest law firms in the country from old and stodgy to modern and strong. I didnt write the actual headline, but I had the basic concept, which then gave birth to the headline in a brainstorm session. The photo finds were all mine.

Advertising for a service-oriented client is often the most challenging. This very strong and successful branding campaign built upon the strengths of this companys industry leadership within Defense and Aerospace to lend no doubt as to whom you need to partner with if you expect to win the wars in contract acquisition. Either hire us or loose to us. I wrote the headlines, and discovered this art style and artist.

A new modern look was designed to bring Yokohamas Commercial Division graphic appeal into the Technology era. The copy on these data sheets is very straightforward, per client mandates. I wrote everything on these sheets. We produced one for nearly every tire in their lineup.

This internationally running campaign of three ads paid for itself after only one week of it commencing its nine-month run. Sales were up over 20% for the division. The warehouses emptied out of these tires creating a backlog, and causing Yokohama to commence the construction of a new factory. The campaign is given all the credit for aiding with this success. I wrote every word in all 3 ads, acquired or located the main images, and negotiated their use rights. I also worked with the editorial staff for a corporate feature/cover story. This was the first ad, a general theme for the entire line.

This rotating banner ran at the top of the trade magazine called World Mining Equipment. The message is the same in the print ad. I negotiated the free 3-month space as a part of our media-buying package.

A potpourri of projects from major new tire launch brochures to program logos to shipping labels, and even golf ball sleeve messaging help to support the grass roots requirements for success in this industry.

I wrote all these poster headlines and co-concepted all the graphics with our art director. They were created for placement in remote truck stops all around the country. (These promoted steer and drive axle position tires.)

This highly targeted, fully integrated B2B campaign for utiliHost is comprised of print ads, Internet banners, Internet flashing messages, post card mailing, and an animated Opt-In E-mail campaign. Utilhost provided IT services for the Energy industry. I wrote all the heads and body copy with body editing contributions by the client. I also concepted the main graphics.