August 2021
Tree Hugger HERALD
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The Dog Days
Enjoy Summer, Then Hit It Hard All Fall
pretty busy one, with back-to-school shopping, planning for the upcoming school year, and spending time together as a family, all vying for a piece of our private time. That makes the last item pretty important, at least in my book. Labor Day is coming up, so I know plenty of people are already planning on doing something fun with their families as summer winds down to a close. But if you aren’t, I encourage it, whether that’s fishing with the kids, a weekend away with your spouse, or just having a beer in the backyard with friends. It’s the right time of year for it, and it’ll be the last break we get until perhaps the holiday season. For me, that looks like the family heading down to the Gulf Shores/Orange Beach region in Alabama this month. We haven’t been down there to the “third coast” in a couple years, and now that we can safely gather in numbers again, we’re looking forward to an extended family vacation. My mom and my wife’s parents are meeting us there, and we’ve all got a condo together near the beach. Does life get any better than that? As I got older, and we got cars, ATVs, and other motorized transport, summer was no longer the barrier to friendship that it had been when we were younger kids. That was a nice change, and I suppose taking the family to a place we love, but don’t live, is an extension of that first taste of freedom. But I don’t want to forget the lessons of my early childhood either. Even if these “dog days” are a little dull, it’s important to try to enjoy them. Next month it’s back to business, and I’ll discuss your marketing plan for the fall as trimming, pruning, and other work takes center stage. So take some time this month and enjoy the dog days — because soon enough, we might wish we had them back!
When I was a kid, by this time every summer, I felt ready to go back to school. Sure, I enjoyed summer a lot , but these short summers that kids have today weren’t the norm when I grew up. We had three solid months of time off, and by August, I’d pretty much done everything interesting there was to do — twice . I wanted to see my friends at school who didn’t live in my neighborhood; it’s hard to believe that we’d go three months without seeing each other and then pick right up where we left off. We weren’t old enough to just drive around ourselves, of course, and the technology that keeps kids connected today wasn’t available in the same way back then. Now, it seems like summer just started and the kids are already heading back to school. What used to be a slow, almost boring time of year growing up has turned into a
–Wesley Smith
TreeServiceDigital.com
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Use These 3 Methods to Measure Your Results Advertising on Podcasts?
the podcasts you advertise on are options on the list. You can do this with an online survey or by incorporating it into your live sales process. According to Marketing Insider, 80%–90% of customers will complete this kind of survey, making it a pretty accurate tracking method. The biggest downside is that you won’t be able to track podcast-driven traffic that doesn’t convert to sales, which is possible with both pixel-based tracking and the next option we’ll dive into.
If you’re not already advertising on podcasts, you might want to add it to your list of marketing strategies. According to a 2019 survey from Edison Research and Triton Digital, more than half of all Americans have listened to at least one podcast. That’s over 167 million people your company could (and probably should) be targeting. But once you do advertise on a podcast, you’re faced with a different challenge: How do you measure your results? As it turns out, there are quite a few ways to track the bang you’re getting for your buck. Here are just three of them, ranked from the most effective to the least.
Promo Codes and Vanity URLs
Finally, you can drop a podcast-specific promo code or URL into your advertisement, then track how many clients visit your website or purchase using those options. One big perk of this method is that it’s shareable between customers: If one person finds you from a podcast and makes a referral, you'll be able to track their referral back to the podcast, too. Unfortunately, Marketing Insider
Pixel-Based Tracking
This method requires a true partnership between the podcast and its advertisers. To make it work, the podcast publisher has to install a pixel (a tiny digital tracking and information-gathering tool) through its hosting provider. Then, you have to install one
reports that only 2 in 3 listeners remember promo codes, and only 1 in 6 use vanity URLs when they’re provided. That means you might end up with podcast-driven customers who appear to have found you from somewhere else.
on your website. Together, the pixels will reveal the connection between podcast downloads and visits or conversions on your site. You get a lot of detailed
data with this strategy, but some podcasters may not agree to use pixel-based tracking because of privacy concerns.
Whatever tracking method you choose, podcast advertising is a booming industry: According to eMarketer, podcast ad spending made up over 20% of digital radio
Post-Checkout Surveys
advertising spending in 2020 and is set to surpass $1 billion this year. It’s time to jump on the bandwagon if you haven’t already — just do it the smart way.
This tactic is as old as time. When your customers sign up for your service or buy your product, simply ask them where they heard about you and make sure
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HAVE A Laugh
The Strange Battle of Castle Itter
During the Nazi occupation of World War II, the Third Reich converted the medieval Austrian castle, Castle Itter, into a prison for important French prisoners. The Only Time Americans and Germans Fought Together in WWII
The castle’s cook encountered Major Josef Gangl, a Wehrmacht officer, who, after becoming disillusioned with Nazism, had decided to help the Austrian resistance instead. So, in order to free Castle Itter, he hoisted a white flag when he made contact with Captain Jack C. Lee Jr., a U.S. tank commander. The battle on May 5, 1945, was short and resulted in only one casualty — Josef Gangl was killed by a sniper. It ended when a small rescue group dispatched by Major John T. Kramers arrived with a column of tanks and scattered the SS troops. The prisoners were freed, Lee was awarded the Distinguished Service Cross, and Josef Gangl, for his service to the Austrian resistance, has a street named after him in a nearby town that still remains to this day.
Have you seen a toothbrush that’s always showing up in Facebook ads? If you don’t have one already, it might surprise you that quip, the company that invented it, currently has a net worth of over $1.14 billion. How did they get there? Unlike most consumer product companies, quip didn't start with a product first. They focused on a problem first: People weren’t brushing, changing brush heads, or flossing nearly enough. Using those shortcomings as a starting point, they began to revolutionize the dental product industry. Inventing a New Design After seeing the sleek, modern design of a quip toothbrush, it won’t surprise you that two industrial designers invented it. Co-founder and CEO Simon Enever got the idea for quip toothbrushes in 2012 after a visit to the dentist in Queens, New York. His dentist mentioned that, despite electric toothbrushes working so well, people still didn’t use them enough. That day, Enever called Bill May — who’d worked for Lifetime Brands like Farberware and KitchenAid — and they started working on the company and product idea. But how do you break into a market dominated by two corporate brands? Existing electric toothbrushes worked great. But Enever, like most Americans, just couldn’t find one he wanted to use. The toothbrushes were heavy, the charging stands were clumsy, and the brush itself often felt too big, too small, or too oddly shaped. Why Does the 'quip' Toothbrush Really Work?
From there, Enever and May stripped down many expensive, unnecessary features that toothbrushes had while keeping the most useful features, like a buzzing timer. That led to the signature, simplistic, and familiar quip toothbrush design we know today. Creating a Worldwide Trend With a competitive, affordable price ($25) and subscription service, quip makes it easy for users to stay on top of their oral health. Quip also works directly with dentists, who offer patients free quip subscriptions if they come in for six-month checkups. With quip’s sleek, light, and convenient design, and even a Bluetooth app for tracking and rewarding customers with healthy brushing habits, it’s no wonder quip toothbrushes are a worldwide success. Enever and May’s innovation wasn’t really in the toothbrush itself, but the way they envisioned how a toothbrush can encourage people to keep brushing. We think it’s safe to assume that many other dental brands, even other health- focused brands, will take inspiration from this approach.
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Inside This Edition
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Enjoy Summer, Then Hit Fall Hard
Podcast Ads: How to Track the Bang for Your Buck
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The Only WWII Battle That Americans and Germans Fought Together
Why Does the 'quip' Toothbrush Really Work?
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Go Back-to-School Shopping for Your Home Office! Is Your Home Office Missing Something? Top 3 Tips to Take Advantage of Back-to-School Deals
If you’re looking to organize your space, consider buying desktop shelves to free up clutter. Then, you won’t have to leave your desk to stay in the zone! Look out for Apple and PC sales! Replacing your current technology can be expensive, but back-to-school sales are the perfect way to spare your wallet. Have an amazing computer already? You can still benefit majorly from staying tuned! During last year’s back-to-school sale, Apple offered 20% off their AppleCare+ service, which gives you two incidents of accidental damage protection every 12 months. Dropped your laptop or spilled coffee on it? They’ll fix it, no questions asked. Invest in the new office chair you’ve been wanting. Don’t sacrifice your posture just because you’re working from home. Whether remote working has turned into a permanent or a part-time solution for your job, you deserve an office chair that can help keep your back straight, preventing pain and slouching. Many big-box stores will be offering sales on office chairs, so take the opportunity to sit in a healthier way today — before the expensive holiday season rolls around! Just because you’re an adult doesn’t mean you can’t have the joy of back-to-school shopping too. We hope you treat yourself to something that’ll make your remote routine even better.
Everyone loves back-to-school season because of the shopping spree! Students can get tools they’ll actually use for the entire year while they’re on sale while saving a few extra dollars in the process. But you can get that very same feeling as an entrepreneur, too. Here's how you can make the most of back-to-school deals this year for your home office. Upgrade your home office’s amenities. Are you a seltzer water fan? Every year, Amazon almost always has an “Off to College” sale, featuring various products that make dorm life a little bit easier and more convenient. If you want to do the same for your home office, look into a tabletop fridge — or an electric tea kettle, if tea is more your style. Some affordable decor, like wall art or small potted succulents, can spruce up your office without making a mess.
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