• MARKETING: CAUSES
    AdWords Ad Extensions: Part 2
    It amazes me how many people have never used (or even heard of!) AdWords ad extensions. Most of them are free (or cost the same as a click), and they add a certain "pop" to your ads, that not only improve click-through-rates, but also help push your competitors farther down the page. A win-win! Last year, I covered the basics of ad extensions - ad sitelinks, call extensions, location extensions, and social extensions. There are many more extensions available, however, and several new ones, so I thought I'd write a part 2.
  • MARKETING: CAUSES
    Word Of Mouth Still Works
    A friend of mine makes cool athletic gear on the side and made me a couple of tennis skirts that are unlike any other - custom fabrics and made to my measurements, with ball pockets. You can't get that from Nike. When I wore the skirts on the courts, women were asking a lot of questions and so the chain reaction began. Several players are now in line for a custom skirt and one is even considering team skirts. This was in-person, word-of-mouth marketing at its best. And it would not have happened the same way online because: a personal ...
  • MARKETING: CAUSES
    Spring Training: Stop Making These 4 Rookie Mistakes
    My favorite line from a baseball movie is uttered by Kevin Kostner in "Bull Durham." Crash Davis, a veteran catcher trying to school a talented, but undisciplined young pitcher, tells the rookie: "This is a very simple game. You throw the ball, you hit the ball, you catch the ball. Sometimes you win, sometimes you lose, sometimes it rains." I'm the last person you'd want to go to for baseball coaching, but I do know a thing or two about corporate social initiatives. As complex as these programs can be, I think that it's crucial to step back at times ...
  • MARKETING: CAUSES
    Keep The Message Going When Products Go Home
    There's some swell cause marketing messaging on a great number of packaged goods products nowadays, but after the messaging gets in the home, then what?