1
https://bluetoothproximitymarketing.info/supercharge-email-conversions-with-the-power-of-personal-video/
Click. Trash. Click. Trash. If you have an email account, you know this routine too well. The average business user receives nearly 100 emails per day, and most of that is generated automatically. No wonder click-through rates are now as low as 1-3 percent.
And yet email isn’t going anywhere: It’s far and away the dominant means to communicate in business. What’s desperately needed, however,  is a way for businesses to create messages that cut through the clutter and
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avoid the trash bin.
Enter GoVideo. At Vidyard, we’ve created a more impactful, personal way to communicate via email by harnessing the power of video. GoVideo is a unique tool to create, send and track personalized videos via email — one that’s so easy, anyone can use it in a couple of clicks. And today, I’m proud to announce the launch of our enterprise version.
My quest for a better business communication toolGoVideo instantly opens up a world of possibilities far beyond what’s offered by today’s business communication tools, from text and emails to phone calls. Each has its strengths, but also serious drawbacks.  
There’s a reason we still make phone calls, after all: they’re personal and one-to-one, and there’s still tremendous power in hearing the human voice. Nonetheless, people now text each other five times more than they call each other. It’s no mystery why. Phone calls are disruptive and inefficient, and can intrude upon others’ schedules.
Email, on the other hand, enables people to connect on their own time. But, not only are recipients today frustrated with the volume of machine-generated messages, text on a screen just can’t deliver the impact of a face-to-face interaction. No matter how well you write, there’s always something missing.
Watch Now!Webinar: The Ultimate Sales Tactics & Strategies of 2017
Watch Now!With video, people can hear your voice, while also seeing your expressions, body language and gestures. It should come as no surprise that 62 percent of millennials prefer to watch a video from a company than read text. But video-calling platforms such as Skype and FaceTime are even more disruptive than old-fashioned phone calls, and uploading videos to streaming sites like YouTube is too time-consuming and cumbersome for one-to-one communication.
An ideal business communication tool would bring together the strengths of video, phone and email, with none of the drawbacks. And that’s exactly what we set our sights on creating.
The power of personal videoWith GoVideo, it’s literally one click to start recording on your webcam, and one click to send the result. It’s even easier than composing and typing out an email. You don’t need to worry about grammar or spelling — you just talk. You can opt to just record yourself or get a live recording of your computer screen, as well, for product demonstrations or how-tos.  
When you drop a GoVideo recording into an e-mail composer, a thumbnail of the video appears. You can smile, wave or write a handwritten, personal message to show on-screen, letting each of your recipients know you’ve created something just for them.

The payoff of personalization can be extraordinary. We’ve seen that when people customize video messages, conversion rates increase by 450 percent, open-response rates improve by 800 percent and viewers engage 80-percent longer.  
But don’t take our word for it. For businesses using GoVideo Enterprise, a full analytics package lets you track which videos are being GoVideo and by whom. Those figures can be pushed directly to your CRM software.
Ultimately, the applications for GoVideo are as limitless as for email itself. If you’re in inside sales, you can record and send prospecting videos with attention-grabbing product walk-throughs using GoVideo’s screen-recording function. For your new customers, you can bring them on board with custom-created welcome messages and how-to-get-started videos. If you’re a team leader, you can send weekly video messages to your team and share slides. If you’re in customer support, you can walk clients through step-by-step instructions or send canned demos for common problems.
A new direction for business communicationsAbove all, we wanted to make it effortlessly simple to create personalized videos and share them via email — so simple, in fact, that it could truly transform how people communicate. To be clear, we didn’t develop GoVideo so people could make elaborate videos for the masses. That’s why YouTube exists. Rather, we want people to have personal conversations with each other using video.
The deeper reality is that imagery and video are quickly becoming the preferred means of communication today. Businesses clinging to “text tunnel-vision” risk finding themselves left behind. There’s a reason why Facebook has predicted that our newsfeeds may soon be entirely video-based: video is increasingly how people “talk.” It’s quicker, more efficient and more personal than any communication tool out there … and now there’s a one-click way for businesses to get on board.
We’re incredibly proud to have created GoVideo Enterprise. We’ve made it exceedingly simple, yet packed with powerful features we think can transform how people communicate in business. Ultimately, however, its potential is as vast and as unlimited as where people imagine they can take it.

The post Supercharge email conversions with the power of personal video appeared first on Vidyard.
Read more: vidyard.com
1
https://infoforu.org/cargo-netflix-movie-review/
Martin Freeman must escort his baby to safety after he’s bitten by a zombie. Here are my thoughts on the Netflix movie “Cargo”. https://www.youtube.com/watch?v=gbooN0UKHw8

The post Cargo – Netflix Movie Review appeared first on Movie-Blogger.com.

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1
https://bluetoothproximitymarketing.info/google-leaders-share-how-to-improve-the-mobile-experience/


Google’s recent rollout of mobile-first indexing proves brands willing to (once again) put users first will look better in the eyes of the search giant.

But search users have high expectations – they expect the exact information they seek to be immediately available in an easy-to-comprehend way in a format they prefer. How can you adequately put users who have such high expectations first?



Alana Vieira, Google’s product marketing manager of mobile experiences, says that t
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hose high expectations are an indication of an empowered user group who expects helpful, personal and frictionless mobile experiences across the board. Centering your team’s approach on assisting these consumers can transform your results.

In her Intelligent Content Conference presentation, Customer Experiences: One Step, One Second, Alana shares how to deliver a user experience that can transcend brand loyalty and outdo your competitors’ offerings. And if that isn’t attractive enough, she argues that your brand’s user experience can (and should) compete with the users’ best-ever experience.

Your brand's user experience should compete w/ the users’ best-ever experience via @cmicontent. #intelcontentClick To Tweet
Wishful thinking? Not at all, if you shift your focus strategically to these three areas:


Each user
Each step
Each second

To deliver the fastest, most relevant and assistive experiences, each user must be treated uniquely; each step must be considered an experience; and each second must count as much to you as it does to the user.

Beyond personalization (each user)
Alana redefines the phrase ”relevant experience” by thinking beyond typical retargeting tactics. The goal isn’t to scale content to reach as many target buyers as possible, but to deliver valuable experiences to an individual based on your shared history.

Hyundai’s site is a great example of this. While shoppers early in the buying process are offered an interactive landing page to sort and explore models based on individual preferences, more primed buyers are led to a page that displays local showrooms and seasonal deals.



The result? Higher foot traffic in those local dealerships, where increased volume affects the bottom line.

Ninety percent of leading marketers (those who in the last year exceeded their business goals) report personalization making a significant contribution to business profitability. The question is no longer whether to invest in personalization, it’s how to invest. “Spend time with your user data and your site analytics,” urges Alana.

“Maybe even recruit a data science team to help you understand how you can create these relevant experiences for users.” Of course, it’s important to do so in a responsible way with data that is intentionally shared with your brand.

HANDPICKED RELATED CONTENT: Why Marketers Need to Think Like Data Scientists (And How to Do It)
Beyond streamlining (each step)
Next, Alana says, look at each step in a user’s experience as a separate experience. For inspiration, consider a brand that nails it, Domino’s Pizza. Instead of luring hungry customers to call in orders (the traditional step), the company created over a dozen ways to order to meet customers where they are. Examples include:


Google Home
Alexa
Slack
Facebook Messenger
Text
Tweet
Car
Smart TV
Voice
Wearables



“It seems you can get almost anything with a single click these days,” taunts the site’s landing page. “But we thought that was one too many.” And with that, the brand introduces consumers to a zero-click ordering method.

.@Dominos offers dozen+ ways to order pizza to meet customers where they are via @cmicontent. Read more>>Click To Tweet
Again, is the investment worth it? “As a result of these efforts, over 60% of their orders now come through digital, with more than half of that coming through mobile,” Alana notes. “Between 2009 and 2018, they were actually able to increase their market share from 9% to 18%.”

Beyond speed (each second)
You know what site visitors do if a page fails to load within a certain time. But what you likely don’t know is how impactful a longer load time, as perceived by the user, is. Compared to the user’s expected load time, a single second delay can ding conversion rates by up to 20%. If a site takes longer than three seconds to load, over half of its visitors will bail.

Perhaps most eye-popping is the experiment conducted by Google’s Avery Cavanah, product marketing manager and mobile web lead. Avery tested the websites of companies represented in the Intelligent Content Conference audience.

“Your sites merely start to load in one to 15 seconds,” Avery shares. “That means it’s one to 15 seconds before anything at all happens on your page, let alone (when) your site is fully loaded and your users can engage with the content you’ve all worked so hard to create.”

As motivating as these statistics are, Avery offers one more. Speed directly affects a page’s organic mobile search rankings. Thankfully, two new tools can help developers and marketers come together and, for the first time, tackle site speed as the combined business opportunity it truly is.

Speed directly affects a page’s organic mobile search rankings, says Google’s @AveryCavanah. #intelcontentClick To Tweet
HANDPICKED RELATED CONTENT: Tips and Tools to Ensure Speed Doesn’t Kill Your Site
Mobile speed scorecard
Plug in your site, a favorite industry website, your competitors’ sites, or all of the above. Google’s new mobile speed scorecard sorts up to 10 URLs by loading speed. Knowing where your site stacks up against the competition is the first step to prioritizing a frictionless user experience.

See how your brand’s mobile web speed stacks up to the competition w/ @ThinkwithGoogle tool. Click To Tweet


If the speed scorecard indicates your site could be penalized, you’ll want to know roughly how the sluggish performance influences your bottom line. And below the eye-opening speed rank list, Google offers exactly that.

Revenue impact calculator
A modest scroll down reveals Google’s revenue impact calculator, a handy tool that combines factors like your current speed, average monthly site visitors, estimated value of a completed order, and conversion rate. The result is a monetary figure you can use in your case for building a faster user experience.

.@Google’s revenue impact calculator estimates how speed affects a site’s bottom line. Read more>>Click To Tweet


Example: Let’s create a scenario with our favorite pizza brand exemplar, Dominos.com, which averages a four-second mobile load time. If the site enjoys an average 3 million monthly visitors and each order is around $35, it could pull in over $21 million more by shaving – get this – 1.5 seconds off the mobile load time based on Google’s revenue impact calculator.

Landing page performance report
What is the landing page problem leading to slower load time? Google’s new landing page report, found in context in AdWords with your familiar targeting and creative reports, can help you answer that. Learn what ads are driving your visitors, how they engaged with your content, and how each page served them. Most importantly, see what can be improved.

.@Google’s new landing page report can help pinpoint what problem leads to slower load time. Read more>Click To Tweet


Accelerated mobile pages
Google has never sounded an alarm without providing tactical solutions. And to help equip marketers improving load times, Avery offers AMP or accelerated mobile pages – landing pages that load 85% faster than standard mobile pages.

To experience an AMP, check out BMW.com on your mobile device. You’ll find a high-performing, lightning fast user experience that doesn’t require a tutorial to navigate. Within two seconds, site visitors are immersed in well-produced, entertaining, inspiring content that seems to leap off the page.

“The percentage of visitors clicking through from BMW.com to a national sales company has soared from 8% to 30%,” reports Avery. “That is really an incredible increase.”

.@BMW’s accelerated mobile pages have more than tripled clicks to national sales company, says @AveryCavanah.Click To Tweet
Empowered consumers expect more
One look at your team’s most recent target audience persona development exercise will remind you the typical customer today is conditioned to expect the best experience with every commercial encounter.

The good news is that with these tips straight from Google, you and your site can be ready to meet those expectations.

Here’s an excerpt from Alana’s talk:



HANDPICKED RELATED CONTENT: How to Set Your Content Free for a Mobile, Voice, Ready-for-Anything Future
Please note:  All tools included in our blog posts are suggested by authors, not the CMI editorial team. No one post can provide all relevant tools in the space. Feel free to include additional tools in the comments (from your company or ones that you have used).

To learn more about how mobile-first indexing will affect digital marketing, rally your team to attend 2018’s CMWorld, and be sure to hit up the session Google’s Mobile-First-Index: Optimize Your Content for Next Level Mobile Marketing. Save $100 off each pass when you use promo code BLOG100.

Cover image by Joseph Kalinowski/Content Marketing Institute

The post Google Leaders Share How to Improve the Mobile Experience appeared first on Content Marketing Institute.

Read more: contentmarketinginstitute.com
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https://infoforu.org/r-l-stines-random-tweet-about-shakira-goes-incredibly-viral/
Twitter virality is a tricky thing. Sometimes a tweet goes viral because it’s newsworthy, or it features something cute or horrific. Maybe the tweet is meant to garner some kind of response, or it came from someone with a high follower count. But sometimes there might be no rhyme or reason to it.

A recent example of the latter comes from children’s author R.L. Stine, whose latest tweet simply reads, “Shakira, Shakira!” He doesn’t offer any explanation for why he might’ve poste
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d about Shakira.


Shakira, Shakira!

— R.L. Stine (@RL_Stine) July 7, 2018



Naturally, it’s gotten over 11,000 retweets and 28,000 likes—a far greater result than what Stine usually gets based on recent tweets, which have been largely related to his and his family’s published works. Stine hasn’t followed it up yet, but he has taken to liking several responses from fans, some who’ve gotten creative combining Stine’s work with Shakira lyrics.


Did Slappy hack into your account, again? pic.twitter.com/y8Zsq0rEMv

— Kelly Marie Bradley (@GroovyWitch666) July 7, 2018




Oh baby when you talk like that, you know you got me hypnotized… so be wise and keep on reading the 99 Fear St series

— allie edits (@AllieTheEditor) July 8, 2018




New Goosebumps comfirmed:

The Hips That Lied https://t.co/o2jLeILYFL

— the final solution to the scooter kid problem (@N8_Groves) July 9, 2018



For some, it might have seemed like a tweet that came out of nowhere, but for others, it’s quite familiar. He tweeted the same thing a little more than a year ago, and that tweet received hundreds of retweets and likes.


Shakira, Shakira!

— R.L. Stine (@RL_Stine) May 30, 2017



The popularity of Stine’s first Shakira tweet baffled him, something he mentioned to Entertainment Weekly last year after revealing that he had most recently listened to Shakira’s album El Dorado.

Most of is in Spanish, but it’s great. I love it! This is the most popular tweet I ever did, and I’ve been tweeting for years. You ready? Here it is in its entirety: “Shakira, Shakira!” That was the whole tweet! Hundreds of likes. Hundreds of retweets. Why? Why?

Why indeed. But Stine’s Shakira fandom—on Twitter, at least—can be traced back to 2010 when he posted about Shakira’s video for “Waka Waka (This Time For Africa),” which was the official song of the 2010 World Cup.


Well, I'm a Shakira fan. I think her World Cup video is terriific. Agree? http://bit.ly/b1rKl4

— R.L. Stine (@RL_Stine) June 8, 2010





And when someone questioned him about it, Stine said he liked it specifically for Shakira.


No, @SoleBil. I don't like soccer. I like Shakira.

— R.L. Stine (@RL_Stine) June 8, 2010



He even offered it up as a potential Song of the Summer.


Every summer has its great song. Which is it this summer? Katy Perry–California Gurls? Eminem-Love the Way You Lie? Shakira-Wakawaka?

— R.L. Stine (@RL_Stine) July 24, 2010



Who knows what prompted him to tweet about it again—Why not? would be reason enough—but at least he has some good taste in music.

The post R.L. Stine’s random tweet about Shakira goes incredibly viral appeared first on The Daily Dot.

Read more: dailydot.com
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https://infoforu.org/hotel-collection-bath-towels-only-17-99-at-macys-reg-50-00/
Hotel Collection Bath Towels are 64% off during the Black Friday in July sale at Macy’s! Pay $17.99 instead of $50.00 through 7/15. Choose from eight colors.

Receive free shipping on orders of $49.00 or more. Or, consider adding a cheap beauty item to your cart to get free shipping on your entire order.

Buy 1 Hotel Collection Quick-Dry Supima Cotton Bath Towel (reg. $50.00) $17.99, sale price through 7/15
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Up next: 4-Piece 900 TC Sheet &amp
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; Pillowcase Set, Only $30 at Macy’s (Reg. $190)!
The post Hotel Collection Bath Towels, Only $17.99 at Macy’s (Reg. $50.00)! appeared first on The Krazy Coupon Lady.

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https://bluetoothproximitymarketing.info/b2b-and-mobile-why-you-should-be-thinking-of-the-mobile-video-experience-too/
Just last month, Google announced that as of April 21st, 2015 mobile experience will start to play a key role in page ranking on mobile devices.
This probably doesn’t come as much of a surprise given that mobile optimization has been a hot topic of conversation for … I don’t know … years! But Google’s said the word, so now it’s written in stone. You MUST make sure your online experience is optimized for mobile.
Huh. Interesting. But we&rsq
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uo;re B2B.I figured that might come up. You’re thinking that, although your B2B market certainly owns a smartphone, the majority of their research is completed on their desktop, right?
You sure you don’t want to call a friend?
B2B product research on mobile is actually catching up to B2C behaviors, believe it or not.
Consider this: business people are just as much on the go as your average consumer. And hey – your average consumer and your B2B consumer are sometimes one-in-the-same! They’re also researching in similar ways, much to our … erm, hesitation. Maybe it’s on the commuter train home or waiting for the plane to leave the tarmac; maybe it’s at a conference between speaker sessions or at a client site in between meetings. Whatever the reason, the proof is in the numbers: B2B customers are conducting research on mobile. And video plays a big role in this.
 Just look at these findings:
A Forrester report found that 54 percent of B2B companies selling online report that their customers are using smartphones to research products61% of B2B customers will watch mobile videos relating to their work, while 57% will access work-related mobile content outside of business hours, according to research firm IDGA survey of 511 executives by Forbes found that even executives use mobile throughout the entire purchase process:70% use mobile devices to research products or services after first hearing about them57% use mobile devices to conduct further researchMore than 33% say they continue referencing information on mobile up to the final decision pointSo what can you do to make sure your videos are optimized for this mobile journey?
Improving your video experience on mobileThis is a conceptually simple concept. But suboptimal videos – in appearance, playback, or navigability – can cause a less-than-stellar experience, leaving prospects to reduce their impression of your brand or skip learning about your product altogether.
Here are 4 things to keep in mind to ensure your videos work well on mobile:
Shorter attention spans: you’re already working with limited attention spans to begin with. But given the on-the-go nature of mobile to begin with, designing for mobile means working with even more distractions and even shorter attention spans. Keep your mobile experience short and sweet and focus on optimizing those videos that mobile viewers will spend their time on.Thumbnails for smaller screens: your video thumbnail on desktop is likely larger than would fit on any smartphone. But on mobile, it may be anywhere from 640px in width all the way down to 128px – that’s no large thumbnail! So consider designing a unique thumbnail for the mobile version of your video, or at the very least create a thumbnail on your responsive site with mobile in mind – simplicity is key as details will be lost in that tiny mobile rectangle!White space for navigation: be conscious of the lack of handy scrollers on mobile. If there isn’t white space on screen for a user to scroll up and down, they’ll literally become stuck. Their only option? Exit your site. So make sure your video isn’t taking up the full screen (unless they’ve chosen the full screen mode, of course!).Accessibility: are your videos easy to find? Use analytics to determine which videos your prospects are currently watching on mobile and make sure these are easy to find and navigate to on mobile. (Hint: your home page video and/or product videos are probably the best places to start!).
Where can I keep learning?Want more resources on optimizing video for mobile? Here are three great places to learn:
The technical side of mobile-friendly videosA 3-part series on designing for mobileGoogle’s test for mobile optimizationThe post B2B and Mobile: Why you should be Thinking of the Mobile Video Experience, too appeared first on Vidyard.
Read more: vidyard.com
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https://bluetoothproximitymarketing.info/prioritizing-happiness-over-growth-other-marketing-talk/
Today is part two of my interview with Adam Saraceno, the Chief Marketing Officer of Peak Design. We’re picking up the conversation we started last week on leveraging Kickstarter, but we shift gears to talk about how Adam’s company has cultivated and maintained such an awesome culture (while still managing to create super high-quality products), which marketing tactics are giving them the best ROI, and more.

You’ll learn:


The most important thing you can do as a small bus
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iness to create the culture you want.
What marketing spend is giving Peak Design the best ROI.
Why they decided to build a brick and mortar store in San Francisco even though they’re doing so well online.
What you should know about contests.




Subscribe: iTunes | Stitcher

(With your host Andrew Youderian of eCommerceFuel.com and Adam Saraceno of PeakDesign.com)

Andrew: Welcome to “The eCommerceFuel Podcast,” the show dedicated to helping high six and seven-figure entrepreneurs build amazing online companies and incredible lives. I’m your host and fellow eCommerce entrepreneur, Andrew Youderian.

Hey guys, Andrew here. Welcome to the eCommercefuel podcast. Thanks so much for joining me today. Today we’re picking up the discussion that I started last week with Adam Stern Saraceno from Peak Design. Peak Design is a company that creates really innovative products for photographers, and also backpacks, messenger bags, who are based out of San Francisco.

And they are experts, world-class experts, have raised over $14 million on Kickstarter to really be able to propel their business.

Picking Up From Last Week!
Last week, we talked about, really focused on Kickstarter, why they focus on the platform, what they do that allows them to be so dangerously good at it in terms of raising funds. Today, we’re gonna shift the conversation a little bit to talk a little bit more about a couple of things.

Culture, one, we start talking about one of their core values there, which is balancing happiness and growth, and why they choose to prioritize happiness over growth, especially interesting from Adam, given he’s the Chief Marketing Officer there.

And then we also talk about just a handful of other marketing-related items, what’s working well for them on a return-on-ad spend basis today, what Adam thinks is kind of gonna be a potential emerging audience, or where he thinks he’s gonna be spending a lot of his marketing attention and budget in the future.

We talk about the brick-and-mortar store they opened in San Francisco, and why in the world you would start a brick-and-mortar store in some of the most expensive real estate in the entire country if you’re doing well on online. We talk about contests, things like that. So, I hope you enjoy the discussion, part two, that I have today with Adam.

Before we do jump in, I wanna thank our two sponsors who make the show possible. First off, big thank you to our friends at Klaviyo who make email automation easy and powerful. You’ve likely heard of Klaviyo, especially if you’ve listened to the show for, you know, any amount of time.

One very cool thing that they’ve just rolled out recently is their visual flow builder. So, a lot of times, if you’re building email flows, it can get pretty tricky because, especially if you have a logic, you know, send people down different paths based on their decisions, or when they open or don’t open.

It can get pretty confusing to visualize it, which is why Klaviyo built out a drag and drop visualizer to make it just easy to build those out. You don’t get confused with complex flows.

They have analytics and reporting built right in to the editor so you can see at a glance what needs tweaking, what’s working, what potentially could be improved. Very cool. So, this is one of the many great features for Klaviyo. So, you can check them out and get started, and give that visual flow builder a test run at ecommercefuel.com/klaviyo.

And then secondly, I wanna thank the team over at Liquid Web who offers world-class web hosting for your WooCommerce store. I love these guys. I got to know these guys recently at a conference. I’ve since moved all of my hosting to them. A couple of fun facts from Liquid Web: they’ve been doing this for 20 years. They use all of their own data centers and all of their own hardware and tech. They don’t outsource this or the AWS.

If something is wrong, they can walk down the hall and swap out a hard drive, which is pretty cool.

And they guarantee it, any hardware issues they’ll take care of in 30 minutes or less, any help desk issues they’ll take care of in 30 minutes or less. I’ve called them on the phone a couple of times to test their service, and I’ve always been able to get a live tech, stateside tech, who knows WooCommerce and WordPress really well, on the phone in 35 seconds or less.

These guys are amazing. So, if you wanna host your website, especially if you wanna host your WooCommerce store, check them out at ecommercefuel.com/liquidweb.

What To Outsource + What To Keep In-House
Andrew: All right, that being said, let’s go ahead and get into today’s discussion with Adam. So, given the fact remaining small is really important, you gotta be super-efficient in marketing, there’s a whole spectrum of things that are a really good idea to outsource, and then on the other end, speaking from experience especially on the SEO front and other areas, you could really have that backfire if you’re not insanely careful.

What things, as the CMO or marketing guy for Peak Design, what things do you really try to outsource that you think you can get good leverage there, relative to the risk, or relative the potential risk of maybe, you know, having your company not marketed, or positioned, or branded the way you want to? And what things will you absolutely not outsource?

Adam: It’s always kind of a calculation of do we think we can pay somebody to do this way more effectively than we can if we, you know, try to learn it or sort of hiring somebody to do it in-house? And the things that we outsource right now that we’re super happy with, is PR. We outsource a lot of the our kind of digital marketing, at least in terms of, you know, like where those ads are being placed, and how the spend is being optimized, and how the campaigns are being structured.

We use silos for retargeting, we use rejoinder for email drip campaigns. We use FuelX for video prospecting. We use ad hoc for managing our ad words, you know.

You know, all of those people specialize in a very kind of specific platform that has a lot of technical know-how behind it, and it’s kind of like, do we wanna, for every new ad platform or every tweak to algorithm that happens, do we really wanna spend the time to learn that, or should we just pay somebody who’s really good at it and will continue to be really good at it?

Leveraging What You’re Best At
Andrew: So, would you say, and I hate to put you in this position as the CMO of the company, but would you say for Peak Design you guys’ core competency it is absolutely, without a doubt, just creating world-class photography products, and that you just leverage contractors, other companies, to the best extent possible to build and market them?

Adam: I would say that, I mean, most certainly, our core competence is designing great products. We are a design company, it’s in our name, that is our products, you know, our solutions to needs, is what defines us, and sort of drives our company. From the marketing standpoint, I think our core competency is brand building, story creation, voice, you know, and sort of connecting with people from, basically, the qualitative side of our marketing.

The look and feel, and sort of our overarching brand.

I don’t think we would ever outsource, you know, our core creative roles. I don’t think we would ever outsource our, you know, we outsource some of our customer service, but we do so sort of very judiciously, and we work very closely with those teams. So, when it comes to customer touch points, that’s our competency as marketers.

The Best Return on Marketing Spend
Andrew: What’s working really well for you right now on a ROI, or a return-on-ad spend basis? If you think through, and maybe excluding Kickstarter, but if you think about all your other channels kind of, because of course, you use Kickstarter but in between, you know, you generate a whole bunch of revenue through your website and other means.

So, what’s working really well for, you know, it could be ad words, it could be, you know, Amazon, it could be something I haven’t thought of. What’s the best return-on-marketing spend you guys are seeing right now?

Adam: Right now, we’re seeing great returns on video prospecting. Prospecting has always been like a low, you know, it’s always just like your lowest ROI part of the funnel. Lately, we’ve been using a shop called FuelX to, basically, take our existing video collateral. We make all of our videos in-house, we actually have an in-house video guy, Victor, he’s awesome.

We’ll basically take what we created for products, cut it down into super digestible bits, and then FuelX helps us kind of place those ads as prospecting ads.

It’s been like orders of magnitude high up ROI than any other prospecting that we’ve done. To me, it kind of makes sense. Videos are getting more and more easy to consume wherever and whenever you are. Internet speeds are getting faster. Phones are getting faster. You know, you see video on all social networks now.

From our side, we’ve always felt that our videos are sort of our best, richest, storytelling collateral, so I think if you combine those two things, it makes sense that video prospecting is strong look for us right now.

Andrew: Interesting. And so, FuelX, are they mostly putting those out as videos on, I’m guessing, largely on Facebook? Is that kind of probably the primary place where they’re delivering them and trying to connect with people?

Adam: I believe so, yeah.

Where To Focus Your Future Spend
Andrew: Is there any channels that…may be phrase differently, no, you wouldn’t have to spend 50% of your marketing budget, but anything you see that it’s kind of maybe not working now, but you think is appealing, potentially has legs, or potentially has some momentum that could be interesting in three years that isn’t getting a lot of exposure right now?

Adam: I think that the, you know, as I look in the future, mobile is just…I can’t…I always feel like maybe I’m overthinking something, some sort of important shift that’s happening towards mobile. Certainly, like the percentage of our sales, the percentage of sessions, all of those things have been spewing mobile consistently ever since we started.

And so, you know, perhaps there are, you know, I know that there are sort of early platforms that kind of allow you to build a sort of hybrid mobile website/app experience, and I just imagine that moving forward, those technologies are gonna change and improve. Right now, we just have a responsive website which, you know, probably was six years ago was like the brand new thing in town.

So, I’m kind of assuming that our next biggest marketing expenditure is going to be sort of rebuilding our website just to kind of a) To stay up-to-date, but b) To really solve for mobile experience and conversion a lot better. And, you know, perhaps that means we’ll just be thinking of our website primarily from a mobile standpoint moving forward, as opposed to sort of this thing that exists on all platforms.

Choosing To Open a Physical Store
Andrew: And you guys recently opened, or are planning, I believe, on opening a brick and mortar store in San Francisco. I’d love to hear kinda the rationale behind why. It seems that you guys are kind of focused on staying tight-knit. It seems incredibly expensive for a brand that’s already well-known online, in terms relative to the increased sales you would get.

What’s driving the idea to go brick and mortar for your company, or at least having a brick and mortar presence?

Adam: Yes, so, well, we opened the Peak Design collections store in San Francisco in December, and it’s been up and running now for a few months. And it’s a freaking blast. We have events there on a weekly basis. We get a ton of foot traffic. There’s a bunch of other small companies and staff right in the location, so it’s like a real fun part of town.

So, we did it. Yes, it was expensive. Definitely, opening a brick-and-mortar store is, in many ways, a luxury that we’ve been afforded by, you know, running a profitable business and kind of growing to the point where we are over the last six or seven years, but we did it for a lot of reasons. We did it because we wanted to be closer to our local community.

We wanted a place where we could sort of have face-to-face interaction with like the local creative and environmental, and outdoor community in San Francisco.

We did it to learn. You know, there’s a ton…we have a huge wholesale network. Our products are in, you know, REI, and Best Buy, and tons of retail stores all around the world. But there’s a ton you can learn from just having your own retail store, and watching people come in and interact with products, and knowing the questions that they’re asking, and kind of seeing those “Aha,” moments on their faces when they experience a certain feature or a product.

So, yeah, it’s kind of a combination of wanting to deepen our understanding of our customers, and also does get closer…

Andrew: Very cool. And if anyone’s in the Bay Area or visiting, where, maybe not the exact address, but rough area where it is in case they wanna swing in and check it out?

Adam: 529 Hayes Street, Hayes Valley.

Using Contests
Andrew: Nice. Okay, cool, I’ll swing in next time I’m in the Bay Area. I’d love to see it. Last thing I wanna ask you about, at least in terms of the topic is contests. Are they a meaningful part of how you market, either for the Kickstarters or just kind of traditionally? Are they really effective for you guys?

Adam: At one point, I think they were. They’re, certainly, a meaningful way of how we build our email list. That’s really the main thing that our contests do these days, is build, you know, it’s basically, kind of a contract where we say, “Hey, we’ll give you the chance to win stuff, and you just sign up for our email.” And, you know, people are pretty willing to do that. So, that’s really what they do for us.

We used to manage contests ourselves, where we get a bunch of brands together and then, you know, set up a big giveaway and go to the landing page, and stuff, and now so many of the brands that we collaborated with do them their selves that it’s, I have so many incoming requests from other companies that’s like, “Hey, does Peak Design wanna be part of this contest?” that I almost don’t have to do them myself anymore. We just kind of say, “Yes, sure, we’ll do it.”

I think one thing about that is that, like, it’s, you know, if you’re going to get emails from a contest and then build your email list, and then just kind of email them sales junk, I think it’s kind of a smartty tactic. I think you can sort of do it in a more noble manner if you really sort of a) Give people a super easy way to opt out, and b) Just give them interesting content, you know, don’t just try and sell them stuff. Try to teach them something. Try and entertain them. Give them something that they’re like, happy to remain subscribed to.

Facilitating Giveaways
Andrew: So, when you mention do you, a lot of times you give away stuff to get people in the email list, is that something you use that on your homepage? Do you have software that you use to facilitate that, maybe on social, or is that just something where you were talking about, where people approach you, you give away a product to them as part of the giveaway, and you get the email addresses, they also get shared on your guys’ email list?

Adam: I mean, the latter is sort of what we do more regularly on. Where we do kind of post our own things, I’ve used ViralSweep, where I just kind of create a widget in our page on our website, and then promote that page via social media. We’ve done them directly on Instagram before and just asked people hashtag things and then we’ll just kind of, you know…

Maybe it’ll be an adjudicated photo competition and we’ll just pull up the photos there. So, yeah, there’s a few ways of doing it. But, yeah, like you said, largely, nowadays we’re just hopping on third party parties.

The Lightning Round!
Andrew: Adam, before I let you go, I wanna do a quick lightning round with you that has very little to do with what we’ve been talking about so far, and mostly just for fun. So, yeah, if you’re free, just hit me with fast rapid fire answers, I’ll start tossing this into you.

Adam: Sweet.

Andrew: If you had to identify the number one thing you’re trying to optimize your life for right now, what would it be?

Adam: Yard work.

Andrew: Of course. I can’t believe I haven’t heard that one yet.

Adam: I mean, I bought a house a year ago, and it’s got like a nice, not big but nice yard. I was super-stoked about it, and I was like, “Oh man, this takes constant maintenance.” So, I don’t know, maybe getting a goat, that’s kind of a leading hypothesis, is that…

Andrew: Anyone listening who’s a goat farmer and has a goat, they can connect us. Get a hold of me, and we’ll get to Adam in Austin.

Adam: Awesome. My wife would be stocked.

Andrew: Canon, Nikon, or another brand? Given you guys are a photography company, more or less.

Adam: I shoot Sony.

Andrew: Oh, nice.

Adam: And so do a lot of us.

Andrew: Who’s someone you strongly disagree with?

Adam: Secretary of the Interior, Ryan Zinke.

Andrew: Nice, he’s a Montana boy.

Adam: No offense against Montanans.

Andrew: No, he’s a controversial guy here in Montana as well. So, how much money is enough? What would be your number? So, this is money in the bank, you could still definitely work, you know, in the future if you wanted to, you’d feel like it was enough.

Adam: Man, I’ve never run the calculation. I feel like I make enough, kind of got enough right now, certainly to, you know, afford, you know…I could really simplify my life to the point where I already have enough, so, you know, it’s really just a matter of me indulging myself in luxuries that I don’t necessarily need.

Andrew: I’m gonna push a little more. You can either give like an annual amount that you need, like an income per year, or amount of money in the bank.

Adam: Amount of money in the bank? I think if I probably had like a million dollars in the bank, it seems like that would mean I would never really have to do anything again, and just kind of live frugally off that.

Andrew: What’s the worst investment you’ve made in the last 10 years?

Adam: iPhone 7 Plus.

Andrew: I know this is the lightening round, but quickly expound on that?

Adam: It’s too big, and it’s just so baggy. It just frustrates me way more than it delights me. You know, I’m just being whiny. It’s amazing. It’s a super computer in my pocket, and it can do anything. Yeah, I’m just being whiny. But it’s sitting right in front of me, and, you know, it’s an easy target.

Andrew: What’s the best investment that you’ve made in the last 10 years?

Adam: Table saw.

Andrew: Nice. What was the first CD you ever owned?

Adam: That would be Salt-n-Pepa, “Very Necessary,”. I believe “Shoop” was track Number 3 on that.

Andrew: It’s just amazing how you remember where the tracks and the songs are in the CDs.

Adam: Yeah, I mean, any CD that’s come out since 2006, I have no idea.

Andrew: Finally, Bitcoin, if you had to predict a price let’s say five years from now, do you think it’s between…and you have to pick one of the two, closer to zero, or closer to $100,000?

Adam: I think it’s worthless.

Andrew: Worthless, so closer to zero?

Adam: I hope it’s worthless.

Andrew: You short Bitcoin, or you massively short Bitcoin?

Adam: I’m just not buying it, and I’m sick of what’s been cooked, so.

Andrew: Awesome. Adam, this has been a lot of fun, man. I admire what you’ve done, and Peak has done for years, both from the marketing side and also from the product side. So to get a chance to bring you on and grill you for a while, hopefully in a not too abusive manner on this kind of stuff and like clear the story and hear behind the scenes is super cool.

So, if you haven’t checked these guys out, we’ll link up to all their Kickstarters in the show notes, if for nothing else, even if you don’t like photography, the videos are just a blast. Super entertaining, and fun to watch. And if you’re in photography, into photography, well, you probably already know about these guys.

So, make sure to check out their work, peakdesign.com. Adam, thanks for taking the time, man. This has been a lot of fun.

Adam: Thank you so much, Andrew. I’m totally honored to be here. So, I really appreciate it.

Andrew: That’s gonna do it for this week’s episode, but if you enjoyed what you heard and are interested in getting plugged into a dynamic community of experienced store owners, check us out at ecommercefuel.com.

eCommerceFuel is the private, vetted community for eCommerce entrepreneurs. What makes us different is that we really heavily vet everyone that is a member, to make sure that they’re a great fit, that they can add value to our broader community. Everyone that joins has to be doing at least a quarter of a million dollars in sales via their store, and our average member does over seven figures in sales, annually.

So, if you’d like to learn more, if that sounds interesting, you can learn more and apply for membership at ecommercefuel.com.

And I also have to thank our two sponsors that make this show possible. Liquid Web, if you are on WooCommerce, or you’re thinking about getting on to WooCommerce, Liquid Web is who you should have host your store, particularly with their managed WooCommerce hosting. It’s highly elastic and scalable, it’s got built-in tools to performance test your store so you can be confident it’s gonna work well, and it’s built from the ground up for WooCommerce.

You can learn more about their offering at ecommercefuel.com/liquidweb.

And finally, Klaviyo, for email marketing. They make email segmentation easy and powerful. They integrate with just about every card out there, and help you build incredibly automated, powerful segments that make you money on autopilot. You can check them out, and get started for free at klaviyo.com.

Thanks so much for listening, and looking forward to seeing you again next Friday.

Want to connect with and learn from other proven eCommerce entrepreneurs? Join us in the eCommerce fuel private community. It’s our tight-knit vetted group for store owners with at least a quarter million dollars in annual sales. You can learn more, and apply for membership at ecommercefuel.com. Thanks so much for listening, and I’m looking forward to seeing you again next time.

What Was Mentioned

Andrew Youderian: Blog | Twitter | Facebook | LinkedIn
Adam Saraceno: Website | LinkedIn
The Original Capture Camera Clip by Peak Design Kickstarter Campaign
Slide Camera Sling and Clutch Hand Strap by Peak Design Kickstarter Campaign
Capture Camera Clip v2 by Peak Design Kickstarter Campaign
The Everyday Messenger: A Bag For Cameras & Essential Carry Kickstarter Campaign
Camera Carry, Reimagined: Capture v3, Slide, and Slide Lite Kickstarter Campaign
The Everyday Backpack, Tote, and Sling Kickstarter Campaign
The Everyday Messenger – Official Kickstarter Video

Flickr: Cheryl Lau

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