A new year.

Since last we “spoke”: I have personally placed a $140K Adwords PPC campaign; increased traffic to the site 37% YOY; figured out the ROI of our lead gen efforts; convinced my management colleagues to place increased budget emphasis on web marketing (all new site coming!); created and operated a major promotional giveaway campaign; worked with our “customers” at homedepot.com to get better placement for our products, and again, personally written, shot, and edited several videos, including these two:

And this:

Of course, there was much more than that.  And each of these items is AT LEAST a blog post. But hey, I’m workin’ it!

Happy New Year.


Where did I go? Fiberon Decking

I am the new eMedia Manager at a great little company that sells product all over the world.

Fiberon Decking.  http://www.fiberondecking.com/   I am responsible for (the already pretty good) web site, seo, sem, and social, content creation…etc. etc.  You know… marketing.  So far… it’s a ball.  Great people.  Great products.  Great potential.

But it does mean I neglect my own blog (while blogging and tweeting as Fiberon Composite Decking)

One of these days I’ll get around to linking the accounts in some appropriate way.  In the meantime, if you want to check out what I am up to…..?  I have quietly become the online voice of Fiberon Decking.  Buy our products… really.

November at Charlotte American Marketing Association

In November, CAMA held Marketing Strategy Roundtables hosted by MYJIVE, a hot digital agency here in the Queen City. This month we just talked marketing! And I ran around with a camera. Here’s is the result.

The Owl outside my window.

It’s a Barred Owl that was right outside our window. They are apparently fairly common. But they sure are breath taking up close! I was taking stills in portrait while the owl was fairly still.  Then I decided to hit the video button while still “vertical”.  I had to rotate the video in Final Cut.  That explains the shape of the screen.  Still… it’s great when it’s this easy and close to get good pics of wild life!


What you missed at the Charlotte American Marketing Association in October.

This is a quick synopsis I put together of the presentation that Suzanne Shelton, of the Shelton Group gave at our monthly meeting.  The Shelton Group is an agency that has specialized in “green” marketing for 10 years.  They “know green” and they certainly know marketing.  Take a look.


Hire Design Thinking

Hiring is crucial. Here’s my philosophical secret sauce in marketing hiring.

First, hire people who know the arts and crafts of marketing. They can be found.

Second, make sure they are “design thinkers”. They are not so easy to find.

Design thinkers are “creatives” who think in a disciplined manner. Design thinking combines empathy for the context of a problem, creativity in the generation of insights and solutions, and rationality to analyze and fit solutions to the context.

One size does not fit all.

By contrast, a “scientific method” of thinking, defines all the parameters of the problem in order to define a solution. That can work, but it tends to force outcomes that follow the recipe exactly. And it produces the same dish everyone else has.

Design thinkers know the standard recipes very well. But they don’t follow them (exactly). They cook something deliciously unique, with the ingredients available. And it’s the right dish, for the right appetite, right here and right now.

Design thinkers have enormous empathy for context (they demand context!), and they are rational about solutions. But between context and rationality is a planned and slightly rebellious freedom, joy and sense of what’s possible. That is where all the delight, serendipity, and appropriate situational quality usually originates.

Design thinkers will make your marketing work, for your business model, and your bottom line. They care about unique context, unique customers, and unique success.

It’s not the recipe. It’s the cook.

What you missed at the Charlotte American Marketing Association in September.

Here’s “September’s” presentation at CAMA.  Christine Chu, of The Revere Group, has tested online “conversion paths” for eight years.  Online marketers can track activity to the click.  They know well, that poorly created “paths” and forms, cost them sales.  Customers who have decided to buy, are lost, if the path is poorly conceived.  The KISS principle lives online.

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