Camping Equipment Company

Archive for the ‘Marketing’ Category

Digital Out of Home Advertising with Rob Gorrie of Adcentricity

Friday, July 17th, 2009


In This Podcast Episode

Rob McNealy interviews Rob Gorrie, founder of ADCENTRICITY, about digital out of home advertising.

Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.

Rob Gorrie’s Bio

Rob GorrieAn interactive advertising industry veteran, Rob Gorrie is the President and Founder of ADCENTRICITY, a Digital Out of Home video advertising network that effectively delivers a cohesive “1 Plan, 1 Buy, 1 Bill” solution to brands that wish to engage with target audiences as they navigate between their homes and offices on a daily basis.

Under Gorrie’s leadership the year old company, ADCENTRICITY, has grown from a humble start-up to a leading provider of Digital Out of Home advertising solutions with offices in Toronto and New York City. Gorrie has overseen the Company’s deployment of world-class video advertising products and impressive growth of the ADCENTRICITY network. Gorrie continues to put his leadership and vision to work as a strong advocate for open and competitive business practices and is furthering his commitment to enabling media agencies and brands to reach consumers effectively and efficiently via digital out of home.

ADCENTRICITY is Rob’s third successful start-up venture to which he applies his more than 12 years of sales, marketing, advertising, retail and technology experience.  Prior to founding ADCENTRICITY, Rob held the position of head of Interactive and Interactive Point of Purchase at Gorrie Marketing Services, a true pioneer in retail & merchandising marketing that has serviced Fortune 500 organizations and was founded by Rob’s family in 1882. Previously, he served as President of, an online advertising, marketing and software development company. Rob attended the University of Western Ontario and currently resides in New York City.


Affiliate Marketing Basics for Small Business

Friday, May 8th, 2009


What is Affiliate Marketing?

If you are into social networking on sites like Twitter, Facebook, YouTube LinkedIn or MySpace, you probably have been inundated by low level affiliate marketers trying to hock ways to make a bazillion dollars or get a zillion Twitter followers.  If so, you been exposed (albeit badly) to affiliate marketing.  Affiliate marketing is simply a way to sell your products or services through intermediaries, or sell other people’s products through your website, blog or mailing list.

Start Networking with other Affiliate Marketers

When are you new to affiliate marketing, the landscape can be overwhelming to navigate.  As with most endeavors, networking and finding good mentors is a great place to start.   Affiliate marketing trades hows and conferences are great to learn and network.  I try to go to at least 3-5 per year.   In the affiliate marketing space, I would highly recommend that you attend the Affiliate Summit.  There you can learn all the ins and outs of affiliate marketing from the pros and veterans in the business.

Seek Out Great Affiliate Marketing Mentors

Getting great mentors is also highly advised.  Two of my good mentors have been Joel Comm, of  InfosysMedia,  and Marty Dickinson of Here Next Year.

Affiliate Networks and Independent Affiliate Merchants

Affiliate Networks are large companies that handle the complex data and commission tracking.  These companies has sales reps that get you setup as either a merchant or as a publisher.  There are currently over a 100 such Affiliate networks as Share A Sale, LinkShare, PepperjamNetwork, ClickBank, and Amazon. You can contact these networks through their websites or meetup these affiliate networks are trade shows like the Affiliate Summit.

If you are looking to make money from small or very niche sites, you can set up accounts directly with merchants themselves. Many companies are embracing affiliate marketing and setting up their own networks.  Just look at the bottom of most websites you go to and look for a link that says something like  “affiliates” or “affiliate program.” There, you can register and take part in their program.

For instance, there’s a great Twitter management service called   They have an affiliate progream where you can resell their services.  Even our favorite website hosting company, has an affiliate program that you can plug right into.  My friend Rich Bryda has done very will with his BruteForceTwitter affiliate Program as well.  The possibilities are pretty much endless!


Affiliate Marketing Jargon Glossary

Sunday, May 3rd, 2009


Commonly Used Terms and Jargon Used in Affiliate Marketing

Affiliate Marketing has its own language.  Before starting out in  affiliate marketing, you need to understand industry jargon, and what it means.

Following is a List of Commonly Used Affiliate Marketing Jargon:

  • Arbitrage – Arbitrage is reselling web traffic at a higher price than it cost to obtain it.  In affiliate marketing, a good example would be where a person buys PPC ads like Google AdWords with the goal of converting that traffic into sign up.  The difference between the price and cost is the profit.
  • Affiliate (Publishers) - The publisher (website owner) or salesperson in affiliate marketing.  This is either  a person with a website or blog, or doing PPC.
  • Affiliate Marketer – An affiliate marketer is a person or company who markets/sells products for another person or company.  They usually usually receive a commission based on a sale or lead generated.
  • Affiliate Marketing – Revenue sharing between online advertisers (merchants) and online publishers (salespeople), whereby compensation is based on performance measures, typically in the form of sales, clicks, registrations or other combination models.
  • Affiliate NetworksAffiliate networks are the middle man in the affiliate marketing industry, that connect merchants and affiliates.  Affiliate networks such as Share A Sale, LinkShare and ClickBank provide link tracking and commission management.   The affiliate networks receive a commission as do the affiliates.
  • Cost Per Action (CPA) – Cost per action is the online advertising revenue model in which payment is based solely on qualifying actions such as sales or registrations.
  • Cost Per Annum (CPM) – Cost per annum is the way online advertising is sold/bought. The annum is referring to number of impressions, by the thousand.  Some websites sell banner advertising for set rate per 1,000 banner impressions.
  • Cost Per Sale (CPS) – Cost per sale is the cost of the total number of customer visits for an affiliate to receive one sale.
  • Cost Per Lead (CPL) – Cost per lead is the amount of money the advertiser pays to the affiliate for each sales lead generated, or the amount and affiliate earns per lead generated.
  • eBook – An book is a digital form of a book, usually in .pdf format.  They are downloaded through the web and viewed on laptop computers, Kindles and smart phones.  One of  the top affiliate networks for digital eBooks is ClickBank.
  • Earning Per 100 Clicks (EPC) – A way that many affiliate merchants estimate what  new affiliates will make if they sign on their program. To calculate the EPC, you simply divide the commission generated by 100 clicks.
  • Internet Marketing – Selling products or services through the Internet.
  • Jump Link (Hop Link) – The unique link code that an affiliate gets so that the merchant can track their commissions.
  • Landing Page (LP) – Landing page is the page a user lands on when clicking on an affiliate’s jump link.
  • Lead – A lead  is the a sales lead that an advertiser gets from affiliates driving targeted traffic resulting in a sale, survey, form submission etc.
  • Payment Threshold (Minimum Threshold) – The payment threshold is the the minimum amount of accumulated commissions an affiliate need to accrue before the merchant or affiliate network will make a payment to the affiliate.
  • Pay Per Click (PPC) – A revenue system where affiliates are paid for every click through to a merchants website.
  • Return Days – Return Days are the number of days an affiliate can earn commission on a conversion (sale or lead) by a referred visitor after that visitor firsts clicks on an affiliate link.
  • Scrub – A scrub is where an affiliate network fraudulently removes an affiliate’s tracking cookie so that they don’t have to pay commissions to the affiliate.
  • Super Affiliate (Uber Affiliate) - Super affiliate can earn a significant amount of an affiliate network’s revenue.  Some super affiliates make millions of dollars in profits every year.

Learn More About Affiliate Marketing

You can learn more about affiliate marketing by attending an affiliate marketing conference like the Affiliate Summit.


Top Affiliate Networks for Growing Your Small Business

Sunday, May 3rd, 2009


How can affiliate marketing grow a business?

Are you stuck in your business? Is online marketing not working out for you like you hoped it would? Let’s face it, we cannot all be experts at everything. SEO and online marketing are major skill sets with steep learning curves unto themselves. That’s why I am a big fan of using affiliate marketing to grow small businesses.

Affiliate marketing allows entrepreneurs to leverage the power of expert online marketers without having to do much work or spend a ton of money. The idea is simple, set up an affiliate program with one of the many major networks, and let other people sell your products for you. Affiliate networks are places that act as a middle man between the merchants and publishers. All a startup needs to do is setup an an account with an affiliate network, and they will promote your products to affiliate marketers, who will in turn sell your products for you, for a percentage of the purchase price.

Here is a list of the top Affiliate Networks:

If you want to learn more about affiliate marketing, I suggest you attend affiliate marketing tradeshows like the Affiliate Summit.

Please share your affiliate marketing experiences below in the comments.


You CAN be Famous with Author Danek Kaus

Friday, April 3rd, 2009


In This Podcast Episode

Rob McNealy interviews Danek Kaus, author of You Can Be Famous: Insider Secrets to Getting Free Publicity about his book, and why YOU should be famous!

Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.

Danek Kaus’ Bio

Danek KlausDanek S. Kaus is a veteran journalist and publicist. He is the author of the new book, You Can Be Famous: Insider Secrets to Getting Free Publicity.

He is a former clinical hypnotist and co-author of Power Persuasion: Using Hypnotic Influence to Win In Life, Love And Business (David R. Barron and Danek S. Kaus).

Kaus is also a produced screenwriter. He co-wrote the award-winning thriller, “The Ante,” which will be released later this year.

You Can Be Famous


From Invention to Product with Hotty Hoody Inventor Aundrea Rosdal

Wednesday, March 25th, 2009


In This Podcast Episode

Rob McNealy interviews Hotty Hoody inventor Aundrea Rosdal about the inspiration behind the Hotty Hoody, a protective sleeve for hot hair styling tools, and how she brought it to market.

Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.

About Hood Inc.

Aundrea RosdalHood, Inc., maker of the Hotty Hoody, is a leading supplier of proprietary safety devices. Their protective products deliver much needed safety for electric hair-styling tools, which can cause burns, fires, and serious injuries. Additionally, they plan to utilize their patent-pending technology with a variety of industrial and commercial safety products.

Hood, Inc.’s passion is to dramatically improve safety for their clients and their loved ones.


Coupons, Shopping and Finances at FatWallet with Tim Storm

Thursday, February 26th, 2009


In This Podcast Episode

Rob McNealy interviews Tim Storm, founder of FatWallet, a website that allows consumers to compare prices, find coupons and earn cash back on purchases.  Rob was fortunate to meet Tim at the 2009  Affiliate Summit West in Las Vegas.

Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.

Tim Storm’s Bio

Tim StormTim Storm founded FatWallet in 1999, with just $100, permission from his wife, and a one page website with coupons.  Today, he manages over 40 employees at the FatWallet headquarters in Rockton, Illinois.

Tim has been recognized with the Wayne Porter Affiliate Marketing Legend Award, as well as being recognized as a Fast Company Magazine Fast 50 readers choice selection. He has has also reached the status of Platinum Publisher at LinkShare.

Beyond the job, Storm is the president of the Shirland School Board, a huge IceHogs and Rampage fan, and a bit of a thrill seeker.


Marketing and Entrepreneurship with Monique Reece

Sunday, November 23rd, 2008

In this Podcast Episode

Rob McNealy takes time out at a recent TiE Rockies event to interview Monique Reece, founder of the MarketSmarter management and marketing firm, about her business and entrepreneurship.

Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.

Sponsor: Try GotoMeeting free for 30 days! For this special offer, visit

Monique Reece’s Bio

Monique ReeceMonique Reece is the founder of MarketSmarter, a management and marketing firm that helps companies develop effective strategies to achieve revenue, growth, and profitability goals. MarketSmarter specializes in creating marketing and business plans to help companies find new customers, increase revenues from current customers, and grow their business to the next level.

Monique has more than 20 years of marketing and executive management experience working with both Fortune 500 and entrepreneurial businesses in dozens of industries. Her work in business strategy and planning has helped companies’ launch, reposition, and turnaround marketing and sales programs resulting in multi-million dollar increases.

Monique is the creator of the P•R•A•I•S•E Marketing Process™ model that has been adopted by companies in over 100 industries. She is the author of a book about marketing planning utilizing this process called Market Smarter Not Harder, a book endorsed by leading industry experts Ken Blanchard, Jay Conrad Levinson, Jack Stack and Guy Kawasaki. Monique enjoys teaching entrepreneurs how to write their own marketing plan with expert assistance and guidance, while networking and gaining insight from other entrepreneurs.

Monique can be reached at


Jeremy Wright of b5media on Social Media and Blogging as a Business

Friday, October 24th, 2008

In this Podcast Episode

Rob McNealy interviews b5media co-founder, Jeremy Wright, about blogging as a business, social media and the b5media blog network.

Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.

Sponsor: Try GotoMeeting free for 30 days! For this special offer, visit

Jeremy Wright’s Bio

Jeremy Wright and Rob McNealy at BlogWorldJeremy Wright is a serial entrepreneur, some have even said “blogpreneur” for his focus on communications-oriented ventures. He is an internationally recognized authority on blogging who has helped hundreds of people and many high profile companies develop strategies to incorporate blogs into their business plans.

In 2005, Jeremy teamed up with fellow professional bloggers Darren Rowse, Duncan Reilly and Shai Coggins to form b5media, a blog network that has more than tripled in size and seen over 2000% growth in revenue in less than three years.

b5media Logo

Jeremy also consults on blogging, communication, IT and time management and is the author of the book Blog Marketing, which is designed to help businesses come to grips with blogs and really start engaging with their audience, customers and consumers on a 1-1 basis.


Omaha Steaks Social Media Marketing Turned Internet Reputation Debacle

Wednesday, October 22nd, 2008

[ad#250by250]Just a heads up, this post is from Kristie, and the lead in is a bit complicated, so bear with me!

Yesterday, I was visiting a blog that I read regularly where I learned about an Omaha Steaks deal layed out by another blogger named Catherine.  The deal was a little complicated, but to sum it up, there was a $25 Omaha Steaks e-gift card being offered by GEICO, as a reward for signing up for their GEICO Privileges program (a reward program with discounts to various retailers). On top of that, Omaha Steaks was offering 12 free steak burgers with your first purchase, via a promotion that Omaha Steaks shoppers were explicitly invited to pass along via email and Facebook and Myspace widgets.

Put together, that was going to make for a pretty sweet deal.  So, I signed up, got my $25 gift card code, and clicked through the email link to snag my free burgers.

After everything was said and done, I placed the order that’s summarized below.  As you can see, I got an order of sausage and 12 burgers, for a total of $1.98 after my “Reward Gift Card” was applied, and I was happily awaiting my package to arrive on October 24th.

Email Order Confirmation

Today, I got an email from Omaha Steaks customer service stating that they were confident I’d be “delighted” with my order, but I wasn’t getting my free burgers. Whatever made them think I’d be delighted about not getting part of my order, I’m not sure. Apparently, it was stated on the free item promotion that it couldn’t be combined with any other offer – said offer being a gift card received from another merchant.  In addition, a quick check of the Omaha Steaks website showed that my new order arrival date had been pushed back to October 29th.

I responded back, stating that neither my GEICO gift card, nor their free burger offer had made any statements about combining anything, and this was the oh so helpful response I got back:

Dear Ms. McNealy,

Thank you for contacting Omaha Steaks. We apologize for any

As stated in the free item promotions, the free items cannot be combined
with any other offer.

If you have any further questions, please feel free to email us or contact
us at 1-800-329-6500. Thank you.


Julie Davis
Omaha Steaks Customer Care

Hmm. Good thing I saved a screen capture of my offer.  I sent another email back, including said screen capture.  I’m still waiting for a response.

Omaha Steaks Offer

While I was at it, I went back to the original blog post where I found out about this deal, and found dozens of other commenters, many of whom are bloggers, who had also had their orders altered or even canceled by Omaha Steaks. Of course this happened after they received order confirmations and some people had had their credit cards charged.

Now obviously, Omaha Steaks made a mistake.  They didn’t expect so many people to jump on these two deals.  That’s ok – everybody makes mistakes (wait, isn’t that a Hannah Montana song??).  The problem lies in how they handled it.  When the two promotions went awry, they could have ended the free burger offer, or changed the terms for subsequent offers.  Instead, they chose to ruin their relationship with new customers over the cost of 12 burgers (now selling on their site for $14.99).  Seriously, how much do those burgers even cost Omaha Steaks?  Is it worth saving a few bucks per order to end up with dozens of negative blog posts and hundreds of blog comments scattered over the internet?

If Omaha Steaks had taken a step back and really thought about this, instead of running off and changing a bunch of confirmed orders, they could have mentally written off the burgers as an unexpected marketing expense.  Had that been the case, these new found happy and satisfied customers could have gone on to order holiday gifts (December is right around the corner…) and tell their friends how great their experience was.  Instead, these customers are spending time taking down those cute little widgets Omaha Steaks told them to post, they are talking and blogging about the total lack of customer service they’ve received, and they are convincing their friends never to order from Omaha Steaks again.

Congratulations Omaha Steaks, instead of creating raving fans, you’ve just pissed off a bunch of mommy bloggers.