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Behind the List with Bob Kraemer of KSA&DYouthful energy, substantial business experience

- Last modified: May 14, 2018 at 10:37 AM
Peter Schurman (left), partner, and Bob Kraemer, partner, founded KSA&D in Salisbury Township nearly two decades ago. They oversee daily operations at the advertising agency.
Peter Schurman (left), partner, and Bob Kraemer, partner, founded KSA&D in Salisbury Township nearly two decades ago. They oversee daily operations at the advertising agency. - (Photo / )

Social media play a vital role in how consumers interact with your organization.

From Facebook to Instagram to Twitter and beyond, there are social media outlets that provide endless opportunities to connect with and build relationships with clients and consumers.

Throughout the Greater Lehigh Valley, there are marketing and advertising agencies that can help your business grow through the use of social media.

One company that has a strong presence in the region and beyond is KSA&D.

Here to answer this week’s “Behind the List” questions is Bob Kraemer, partner of the advertising agency in Salisbury Township.

Lehigh Valley Business: How long has KSA&D been operating in the region and what are its primary services?

Bob Kraemer: KSA&D was founded by Peter Schurman and myself 18 years ago in 2000, primarily due to our shared vision that the digital and internet evolution were about to significantly disrupt the advertising industry. That may sound foolish today, but many at that time thought otherwise.

Remember in 2000 we witnessed the dot-com bubble collapse and many believed that e-commerce platforms and commercial websites would have limited success moving forward.

Names like Napster, MySpace, Pets.com, eToys.com were going out of business or crashing in the market. Amazon went from $117 a share to $7. But we believed the web would be the future of the marketing industry.

Today, we’re a team of creative professionals that combine youthful energy and substantial business experience to develop cost-effective strategic initiatives that inspire audiences and deliver clear, concise messaging.

We always strive to expand into areas where we see a need or a potential opportunity for growth. Currently, we provide our clients with strategic market analysis and development of marketing plans primarily centered around a robust digital foundation offering web design and development, search engine marketing, search engine optimization, social media and email marketing, data analysis and reporting.

We also provide other traditional ad agency marketing vehicles including, but not limited to, graphic design, branding, advertising campaigns, video production, direct mail, collateral print materials, billboards and trade/publication ads.

LVB: What have been some of the biggest challenges and opportunities that KSA&D has encountered throughout its years in business?

Kramer: Every year presents new challenges and new opportunities. Fortunately, we’ve been able to grow and expand the business each year and believe we’ll continue to see positive growth for the foreseeable future.

Finding the right people is always one of the biggest challenges. Ability is important, but intelligence, critical thinking and willingness to learn are most important. And of course, the rapid and constant changes in technology are a challenge.

We periodically do a self SWOT – strengths, weaknesses, opportunities and threats – analysis to better assess our business’ position against our competition and, more importantly, to evaluate where we can improve.

Technology and particularly social media have had a significant impact on the way businesses operate in today’s world.

LVB: How does KSA&D work with members of the local business community to leverage their needs to keep up with these advancements and target their brands to the right demographic via social outlets?

Kraemer: When people think of targeting, they typically think of search marketing, which we are well versed in. When it comes to social media and the ever-growing landscape, we are constantly improving our methodology and changing our best practices as they themselves change with time and algorithms.

The best way to target the right brand to the right demographic is to know your client. When you take a local company, obviously no one knows their brand better than they do. It is up to KSA&D to be that close second and to make the recommendations on the demographics so we can help with ROI [return on investment] exponentially for these clients.

LVB: How does KSA&D directly stimulate the local economy? How does it get involved with the local community?

Kraemer: We hire local people. We currently employ 12 full-time employees and numerous part-time employees.

We always try to use local vendors and services when possible. This includes printers, videographers/photographers, copywriters, graphic designers, programmers, etc.

We help companies within the Lehigh Valley grow and expand their businesses.

We support and donate to local businesses, such as Community Services for Children, Last Chance Ranch, Phoebe Ministries, St. Luke’s University Health Network and Meals on Wheels.

We own business properties in the Lehigh Valley which require regular maintenance and upkeep, and, of course, we pay all appropriate local taxes.

LVB: What does the future look like for KSA&D? Does it have plans for growth?

Kraemer: The future looks promising. We have grown 20 percent in sales each of the past two years and expect to see the same or greater in 2018 and 2019.

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