Have you ever looked for something online to later find the thing you were looking for following you everywhere on the web? I remember the first time this happened to me, I thought it was a coincidence or maybe a “sign” that I really should purchase that skirt, those cool shoes or take my kids to that cool new play zone.
The ads weren’t a coincidence but instead, directed directly at me based on my Internet activity. The process is called Retargeting and it is one of the more effective digital advertising channels.
How Retartegeting Works
A small piece of code (also called a pixel) is inserted in a web page, landing page, or email. The user does not see the code but the cookie-based, java-script technology secretly follows the user around the internet and serves up ads based on behavior.
The most unique aspect is that the code can be delivered based on the buyer’s behavior. If a potential customer visits your site, loaded up a basket and didn’t check out, the item(s) can follow the customer around. Or if the potential customer just looked at an item on your site, you can still serve up ads. The code is customizable based on consumer behavior.
Retargeting is extremely effective because it serves up targeted ads to a market that has already shown interest in your product or service. This makes retargeting ads more effective than other digital channels based solely on demographics.
Interested in creating a retargeting campaign? Reach out on Linkedin.
By: Edan Gelt, MBA, CMD
With more than 20 years of diverse marketing experience, including more than a decade at Harlem Irving, Edan Gelt has an extensive capability in diverse marketing mediums across various industries, offering insight on marketing strategy, research, public relations, advertising, special events, social media, direct marketing, branding and more.
Edan Gelt holds a Bachelor of Science degree in Marketing from Elmhurst College and an Executive MBA degree from the University of Illinois.
Edan Gelt is a Chicago business consultant and mom of two – Kennedy, 10 and Maddox 12. She’s also the 2017 publicity chair for the CureSearch Chicago Superheroes Unite! Event. Edan Gelt became involved with CureSearch after her 4-year-old daughter, Kennedy, was diagnosed with leukemia on February 2, 2012.
It all began when Kennedy began exhibiting strange symptoms, like coughing, exhaustion, nausea and difficulty urinating, over a 2-month period. Despite numerous trips to the pediatrician, she remained undiagnosed. It wasn’t until the pediatrician ordered a blood draw, and after checking into Loyola Medical Center in Maywood, Illinois, that they heard the devastating news – cancer.
“It was a whirlwind – the day after she was admitted, they surgically inserted a port and started chemo infusion,” says Edan. ” We met with Dr. Ricarchito Manera, a brilliant and kind doctor, who patiently sat down and gave us a protocol for her first 29 days called induction. He explained that after induction, she would be put on a randomized study, backed by CureSearch. The study would be based on her risk assessment from a bone marrow test.”
After a 5-day stay, the family returned the next day because Kennedy had a fever that she couldn’t shake. They spent the next month in the hospital, with Kennedy being poked and prodded, swallowing disgusting medication and having several blood transfusions, scans and tests during her stay.
“She was so strong, so resilient, and trusting. She morphed into a tiny superhero, and we called her Princess K.” Gelt said.
Edan Gelt and husband Gene Khalimsky alternated stays at the hospital, becoming ships passing in the night. Their son Maddox, who was 7 at the time, cried when they told him about his sister – more so because she got to have a sleepover and he didn’t. He also didn’t understand what leukemia was.
After 2 1/2 years of chemo treatment backed by CureSearch, Kennedy had her port removed and the chemo ended.
“One of the greatest gifts CureSearch gave Kennedy was the lack of cyclins in her trial. The standard leukemia treatment includes cyclin therapy, which has been known to damage the heart. Because of Kennedy’s risk level and the random protocol she received, her long-term effects of the chemo are less severe.”
Then on February 2, 2017, Kennedy celebrated her “cure” date from cancer, and she became Edan’s forever superhero.
While Kennedy was in treatment, Edan fundraised for the CureSearch Chicago Walk and helped raise awareness for the organization. Not knowing about CureSearch, her friends and family would donate to the American Cancer Society or Leukemia and Lymphoma Society on Kennedy’s behalf, but the funds weren’t going directly to childhood cancer research.
“In fact, only 4% of funds go towards childhood cancer research. The problem is that children’s cancer can’t be treated like adult cancers because most of the treatments can be toxic to a child’s body, damaging their organs, mental health and more. To treat childhood cancer, specialized protocols are needed – like the lack of cyclins in Kennedy’s protocol.”
Edan believes in CureSearch, not just because of Kennedy’s amazing outcome, but because every dollar donated goes toward funding lifesaving research, While working on public relations for CureSearch, she personally met and lost superheroes who weren’t as fortunate as Kennedy.
“Ana, Julissa, Tyler, Blake and so many others I met at the hospital while volunteering or while Kennedy was in treatment or no longer here to walk with us. It is for these amazing children, and children like them, that we need to continue to walk and fundraise CureSearch.”
The entire community is invited to join the Gelt and Khalimsky family to celebrate Kennedy and all children battling cancer – true superheroes – on September 24th at Boomer’s Stadium.
CureSearch for Children’s Cancer, a national nonprofit organization based in Bethesda, Md, works to end childhood cancer by driving targeted and innovative research with measurable results in an accelerated time frame.
CureSearch is building a $10 million research pipeline to aggressively drive pediatric research grants and clinical trials that have a higher chance of becoming cures for children’s cancer without the toxic side effects that plague current treatment options.
This year I am the public relations chair for the CureSearch Chicago Superhero Walk. CureSearch was one of the first organizations I was introduced to when my daughter Kennedy was diagnosed with cancer in 2012 at the age of 4. CureSearch was the logo on the stationary I took notes on. It was the organization that sponsored the experimental protocol my daughter received after day 29, post induction. CureSearch was also the beneficiary of the walk I attended in September 2012, only 4 months after my daughter was diagnosed. To me, CureSearch is synonymous with childhood cancer research.
If Kennedy were diagnosed with ALL Leukemia in 1967, we likely wouldn’t have celebrated her 10th birthday last month. In fact, only 4% of children diagnosed in the 1960’s with low-risk ALL Leukemia survived; today 94% do. Although the 5-year survival rate for some childhood cancers has increased drastically over the past 50 years, still nearly 2,000 children under the age of 19 die each year – making cancer the leading cause of death by disease in children in the US. 42 children are diagnosed in the each day!
While working on public relations for CureSearch, I personally met and lost Superheroes that lost their battle with cancer – Ana, Julissa, Tyler and Blake. It is for these amazing children and children like them that we need to continue to walk and fundraise for Children’s Cancer Research.
Edan Gelt believe in CureSearch because for every dollar donated, 58% goes toward children’s cancer research and education projects and 31% for fundraising to secure the funding to do it. Only 11% of every dollar goes toward operating the organization. This says a lot. There are many great organizations out there like the American Cancer Society or Leukemia and Lymphoma Society that fund cancer research but only 4% is dedicated specifically to children’s cancer research.
Children’s cancer can’t be treated like adult cancers because most of the treatments can be toxic to a child’s body, damaging their organs, mental health and more. To treat childhood cancer, specialized protocols are needed.
To help fund the future of cancer-fighting superheroes, join CureSearch on Sunday, September 24, 2017, at the Boomer’s Stadium, 1999 South Springinsguth Rd., Schaumburg, IL 60193.
Contrary to its pricey reputation, direct mail is an effective and AFFORDABLE way to market. Affordable was never a word attributed with direct mail but now it is one of the more cost effective mediums of messaging. When digital options first emerged, advertisers could reach consumers for pennies, which made direct mail seem like a fortune.
Times have changed and the cost of digital can range from a few cents to upwards of $20 for an impression. In addition, the digital environment is so saturated with pop ups, banner ads, sponsored feed and in-mail junk, consumers have become desensitized to the digital clutter appearing on their screens.
Enter the comeback of direct mail – or for some marketers (like me), it has never left.
Direct mail, when implemented correctly, can be the most impactful way of causing consumers to take action. At direct mail’s average bulk cost of $0.35 apiece, it is an affordable way to capture attention.
So how is a good campaign established?
Look at your CRM or your research. Establish whom your key customers are, what they look like (age, income, geography, etc.).
For consumer retention, use the list from prior targeted purchases. Specific lists may cost a little more in postage than bulk but it’s worth retaining previous purchasers.
For consumer acquisition, you can purchase a lists by specific attributes of each recipient or by carrier routes that have the qualifiers you are looking for. Usually, the more specific your list: the higher the postage rate. There are also shared mail programs like DAL cards offered by publications. DAL-like cards are cheaper (sometimes as low as $0.10 for print, prep and post) but you don’t get the freedom of choosing your target market qualifiers.
Target your customers when they are buying. Look at your sales reports. When are your highest sales? This is the time your consumer is buying so this is the time you should be targeting them. Timing varies for different products and industries.
Determine what it is your consumer values; then offer it. If you can afford to customize your message to each recipient, do it. If not, that’s okay too. Whatever you do, keep your message simple and make the headline appealing and relevant.
If you are a restaurant offering a free appetizer, make it pop. Don’t bury the offer in small writing amongst all the other entrees you are offering. Keep your offer clean, concise and engaging.
Nothing is less appealing than receiving a mailer that has a ton of tiny images with small text telling the consumer everything about your business. I recently received a mailer with a message for deck cleaning, lawn care, painting, lighting and windows all on one 5×8 post card! That’s great if your company offers all of those amazing services but too much information and pictures can be overload and garbage material. Look at your sales – which service or services are the most popular? Feature the top one, maybe two.
One mailer is not the answer to all of your marketing needs. Consistency is key and the rule of thumb is three times is a charm. It takes three impressions for a consumer to make a decision. You can reach out three times via direct mail or you can mix up your marketing mediums – maybe email, mail, engage them on social, or pay for the creepy ads that follow them around the net.
Direct Mail can be a profitable marketing strategy if done correctly. The recipient has to look at your offer and register it before deciding to keep or toss your piece. That holds a lot of value in today’s cluttered digital environment.
By:Edan Gelt, CMD, MBA Edan Gelt is an award winning, innovative, energetic, highly creative and consumer-centric marketing leader with successful results in increasing sales and traffic.
Her experience includes business-to-business and consumer marketing, advertising, media-buying, branding, e-marketing, public and community relations, strategy creation/implementation, budgeting, direct marketing, grand openings, trade shows, grass-roots marketing initiatives and special event planning.
“Miracles are just a shift in perception from fear to love.”, Marianne Williamson
Five years ago, my 4-year-old daughter was diagnosed with Leukemia. At the time, I was working full time and running a side business, while my husband and I also managed property and he worked full time. We had a lot going on and the diagnosis was like being hit by a freight train.
I remember the fear in the hospital as we sat up all night, discussing what the long-term prognosis could be and what our lives as a family would look like. I had all these balls in the air and for the first time, I was okay if all my projects crashed around me; everyone would understand – my baby had cancer.
Day two, or maybe it was day three of our hospital stay; my husband and I sat whispering over our daughter. I’m not even sure what we were saying but she grabbed my hand and said something about it being okay.
My mother used to quote “Feel the Fear and Do it Anyway”, by Susan Jeffers. She died 11 years before my daughter was born and I never truly understood what she was quoting until then. We felt the fear and we put on our grownup pants and moved forward, each action at a time.
The next few months passed and we learned a lot about what it took to keep moving when the world seemed like it was falling apart. Thankfully my daughter survived her 2.5 years of chemo and we kept up with all of our crazy activities. We were often asked “how we did it”, by friends and family – and the truthful answer was “we had no choice”.
Looking back, we did have a choice. We chose to live and here are some basic tips from our journey:
REMOVE NEGATIVE PEOPLE AND SITUATIONS
Run, don’t walk. Remove yourself from situations and people that cause conflict. Life deals us enough stress without being sucked in by energy vampires. Energy vampires believe their happiness comes from your lack there of. If you want to succeed in life, do the best you can to rid your world of these people. Usually taking a break from negative people and situations will give you perspective. Get rid of the drama.
STAY FOCUSED ON WHAT MATTERS
Make a list. On one side, right down what you need to get done now and on the other side, what you need to get done long term. Don’t get distracted by stuff not on the list, or stuff that doesn’t require immediate attention. I used a journal and a white board to keep me on task.
Have a routine that doesn’t suck the life out of you. Include family time, a workout and a time for self-reflection. The busiest person doesn’t mean the happiest person. Schedule the simple stuff, like reading with your kids, a date night with your partner or even a nap. This way you give the people who matter most the same attention as you give menial chores or office work.
TAKE CARE OF YOURSELF
On an airplane, they always say “put the breathing mask on yourself before assisting others”. What is the importance of this? If you are helping someone else breathe before you’ve helped yourself, it is likely you could pass out trying to help and wind up being no good to anyone. Get some rest, take a shower, exercise, pamper yourself. When you are taken care of, you have more to offer the world. Besides, you just feel better about yourself when you approach the day.
This is not an assignment but an outlet. It’s a way to release your emotions when it is 2am and the never-ending to-do list is flashing like a neon sign. Make a practice of writing just a bit each day and journaling when you need to. Write about things you experience – it could be aggravating situations, things that made you laugh, achievements you are proud of – whatever it is that comes to mind. This is your private place so go for it.
MEDITATE AND READ
Interesting that these two are combined? I’m awful at clearing my mind which likely means I need some yoga or meditative practice ASAP. However, when I just can’t get to yoga (my effort is poor) or get myself to sit still long enough to meditate, I read. I read something that is entertaining. It takes me to another place and lets me escape my mind long enough to reset it. Reading is my escape from my racing mind.
SURROUND YOURSELF WITH POSITIVITY
This is huge. It’s not fun to be the smartest or happiest person in the room. Find a group you can learn from. For me, it was moms whose kids survived cancer or women who made it big in their career. I work on surrounding myself with people I can learn from, people who inspire me; people who inspire me to be better.
What do you do to keep moving forward when life gets hard?
Northbrook, IL – Russ Berkun and Leo Akselrud, local dads and residents of Glenview and Northbrook, developed Trainerly (www.trainer.ly) – an online fitness platform to deliver last minute deals for classes at local fitness studios. Users of Trainerly can log on the night before or on their way home from work to find an available class deal near them without committing to a membership at a studio or gym. Unlike popular fitness site ClassPass, no membership is required for Trainerly, classes are available based on need, location, and budget.
Trainerly founders Berkun and Akselrud decided to launch the platform after finding it frustrating to make scheduled class times. Whether they were stuck in traffic, in between meetings, racing home after work or driving kids around town, the partners said they often missed scheduled class times at their local studios and wished there was an app that would offer a fitness class near where they were at.
Trainerly is primarily a listing service for fitness classes – similar to Expedia for airfare or Hotels.com for accommodations. Requiring no monthly membership, Trainerly is designed as a pay-as-you-go platform. Trainerly is great for individuals who have unpredictable schedules, not sure of the type of fitness program they want to belong to long term, or not ready for a commitment.
The program was designed as a win-win for the studios, Trainerly, and the users. The fitness studios set their own discounted pricing, Trainerly offers an array of classes on its website for a small percentage of sales and users can choose a class that fits their needs without any long-standing commitment. Currently, there are 40 studios on the Trainerly platform, from boot camp to yoga and boxing to pole dancing. Trainerly expects to sign on more than 100 studios by the end of 2017.
The studio owners like Trainerly because their class prices aren’t devalued like Groupon or ClassPass. Since studios set their own pricing, they can change it based on demand. If the class is more popular, the fee will be higher than a class that has more than 5 spots left.
“There is nothing like it in the Chicago market”, said founding partner, Leo Akselrud. “Sure, there’s ClassPass but you have to pay a monthly membership to try their classes. At Trainerly, you only pay for the classes you use. Some studios offer classes as low as $5”.
The founders worked with local fitness blogger and marketing strategist, Edan Gelt, at Joy of Fitness – www.edanjoygelt.com to help identify the needs of local studios and gyms before launching. “We learned that studios wanted qualified leads and were concerned about devaluing their classes and offending current members. We addressed that in our location and pricing structure when building the platform”, said founding partner Russ Berkun. “We custom created a program to cater to the end users but also benefit the gyms or studios by delivering qualified and valuable leads”, he said.
Subscribe to Trainerly at www.trainer.ly or at Trainerly on Facebook for last-minute classes up to 50% off. Gyms and studios can find out more information about joining Trainerly in the Chicago market by visiting their website or by emailing founder Leo Akselrud at email@example.com
One of the greatest joys about my role as a Marketing Consultant is that I get to work on several projects and see amazing ideas bloom from concept to rollout.
The latest project is Lock & Roll Organizer. The idea was born sometime before 2012 in Mark Tavolino’s garage. A builder by trade and an organization guru by nature, Mark built a unique organization system for gardening tools, golfing gear and his kid’s toys. The organizer is similar to a Lego system that locks together without tools and can be configured and customized based on consumer needs. A video about the project can be seen here https://vimeo.com/207562365.
I was invited to join Lock & Roll Organizer’s brainstorming team in 2012. At that stage, Mark had a wooden prototype and was raising funds, while determining how to position the product in the marketplace. The first thing I admired about Mark was his candor and his ability to recognize what he could and could not do. He was good at surrounding himself with experts in their field and stood firm in his belief in the product’s success, his ability to bring it to market and delivering a quality American-made product worldwide.
Fast forward to 2017 and Mark has produced several plastic prototypes, developed marketing and packaging, raised funds and is having the product tooled. He is now in the process of negotiating with distributors and retailers. The Lock & Roll Organizer will hit the market in August this year.
I attended the Hardware Show with Lock & Roll Organizer this past week and am excited to see Mark’s dream become a reality. Bed Bath & Beyond, The Container Store, Amazon and Ace all showed interest in the product and will be following up in the next few weeks.