Bakersfield Life

Sold on Bakersfield

larger view

Linda Burton,Ad Class Advertising AgencyMarlene B. Heise,Heise MediaMichelle Mize,Mize AgencyHow did you get started in advertising?    Linda: I was first introduced to advertising when I was hired as an account executive for KGEO/KGFM radio 20 years ago. After working in the radio business for several years, I was hired as an advertising executive for KBAK-TV. As my love for the ad business grew, I decided to expand into print and spent a year studying graphic design before starting my business.    Marlene: I chased my dream job (marketing/advertising) from Wisconsin to Bakersfield (Yes, I’m a cheesehead and Packer fan) to work at KGET-TV.     Michelle: My degree is in communications and it something I always wanted to do. That is, after I decided I would probably never be the next Oprah. Right after college I worked at the Chamber of Commerce (best job ever) and then I was hired at my first ad agency. What’s your favorite thing about your job?    Linda: That’s easy ― the creative process. There is nothing more gratifying than a client’s expression when I deliver a logo or ad campaign that is more than they imagined.    Marlene: Great clients, great employees, and there is always something new and different every day.    Michelle: I love being creative and I love meeting new people. It is the perfect job for me. What’s been your funniest moment on the job?    Linda: A few months after starting my business, I was hired by a prestigious retail store in southwest Bakersfield to help them promote their move to the downtown area. In a broad media mix campaign, the clients let me run with the idea of gangsters who were going to “blow the joint.” After the first ad break, one of the clients phoned very upset by the lack of response. I was certain I’d be fired and my new business doomed. The next day when I arrived at the store, the clients gave me a box of my favorite See’s candy. Apparently, the media machine had driven traffic into high gear by the end of the first day and they were very pleased. All in all, it was a successful campaign and one we still laugh about today.    Marlene: All the copy we write and ideas that we come up with that can’t be published!     Michelle: I have had so many funny moments -- it would be impossible to pick. I have worked with so many great people and we have always used laughter as a stress relief! Humor is good for the soul.  Why do you say to the businesses that don’t think they need to advertise/promote themselves?    Linda: I tell them advertising is an important part of every successful business. If they choose not keep their name out there, they can rest assured a competitor down the street will. My axiom is: The one who speaks the loudest and most often wins!    Marlene: There is proven data that supports that those businesses that advertise and market themselves grow exponentially. How did Coke get to be Coke, Apple to be Apple without a superior product and a consistent exceptional advertising and marketing campaign?     Michelle: If you don't tell people that you are in business, how do you expect them to come? I understand cutting back in this economy, but to stop advertising all together is a huge mistake. When the economy comes back, your consumers will assume you are no longer in business if they never see you advertise!How do you market your clients for the Bakersfield audience?     Linda: I keep in mind that every client and situation is unique, then I start with the basics: identify the client’s needs and goals, determine their target customer, set a budget, formulate a media plan and design a winning ad campaign!     Marlene: Every client’s needs are different depending upon the target market that we are trying to reach to sell/market their product. We choose various mediums, whether it is radio, TV, social media or even newspaper to get the right media mix and person viewing the right message – no cookie cutter approaches.     Michelle: I am a fan of all forms of advertising. When people say “what works best?” I say -- I can make anything work. It is the message and the delivery ... oh yeah and a big budget helps! I am a heavy consumer of advertising.What has been your most creative campaign/promotion?    Linda: Some years ago, I was working with two builders to promote their new upscale development in the northwest. I happen to be communications chair for the American Heart Association at the time, and they were looking for a prominent venue for their first Celebrity Celebration Dinner. Perfect! The black-tie gala was a successful fundraiser for the AHA and a lovely setting in which to showcase my client’s homes. I was honored to have been a part of it.    Marlene: I take great pride in everything the Heise Media does on behalf of our clients. However, the one thing that I am proudest of is my 24-year-old son, Nicholas, who is an exceptional young man that graduated with a B.S. in chemistry from UC Riverside and works for Halliburton in Bakersfield.     Michelle: Too many to count -- I have been doing this a long time.