Ace Hardware

How to Grow Your Email List—the Lifeline for Success
October 1, 2014

Have you measured your email list churn rate recently? You don't want a leaky bucket with more leaving than joining. Check this twice a year. A growing list of recipients provides you with boundless opportunities. Having a strong and vibrant list of email sign-ups is a lifeline for any marketer. The more people on your list, the more chance to market effectively to them. We'll focus on tactics to make sure your pipeline is growing and not stagnant.

Brands Buy Real-Time Mobile Ads Based on the Weather
April 10, 2013

This past winter, Ace Hardware tested location-based mobile ads before and after snowstorms to pitch items like shovels and de-icers. Buoyed by the results—and underscoring how brands have begun using the weather to target on-the-go consumers—it now plans to buy mobile ads when the temperature is optimal for green thumbs ... "We want to reach folks in real time and help them deal with the weather as it's coming," said Jeff Gooding, Ace’s marketing director. "The idea of helping has traditionally been part of our brand, and it’s becoming a part of our mobile strategy."

Pinterest Marketing Ideas for 24 Industries and Professions
May 9, 2012

Drawing the attention of millions, virtual pinboard-styled social photo sharing website Pinterest is all the rage these days. ... The site receives a whopping 11-16 million unique visitors a month, who are primarily women (80 percent) and users are between the ages of 25 and 54 (80 percent) according to Google Ad Planner. As Internet marketers, we seize the moment when new trends and sites emerge. ...  So how can you seize the moment with Pinterest? Find inspiration with the below Pinterest marketing ideas for 24 industries and professions!

Tiger in the Tank
December 22, 2009

I'd always admired golfing great Tiger Woods for three reasons: (1) his brilliance on the golf course, (2) his impeccable elegance, and (3) his tightly controlled and shadowy personal life about which I was delighted to know nothing beyond the fact that he lived in Florida and owned a megayacht.

Initial reports out of Florida on Friday, Nov. 27, by the usually reliable Associated Press described Woods as being seriously injured in a car accident. As so often happens, the pathetic, aggressive media—more anxious to get it out than get it right—got it dead wrong. He had minor facial lacerations and was released from the hospital later that day.

"Media is the plural of mediocre," said Pulitzer Prize-winning journalist Jimmy Breslin.

When I read that the Woods’ Escalade sped out of the driveway in the wee hours of the a.m., hit a fire hydrant and ended up hugging a tree with Woods unhurt, I assumed it was some kind of domestic spat and thought no more about it. This was none of my business.

But quickly the story began to grow legs and snowball. The world watched transfixed as a reputation, a marriage and a billion-dollar enterprise imploded.

Being a businessperson, my thoughts were (and are) continually with Woods’ sponsors—Nike, Gatorade, Accenture, Gillette and the others—who were paying $105 million a year for pure excellence and got themselves a serial adulterer.

How should the Woods organization have dealt with them?

Brand Matters: Are You the Real Deal?
April 1, 2008

I have always been a cheerleader for the underdogs. They just plain try harder. This is why I favor companies like Caribou Coffee over Starbucks, Frontier Airlines over United Airlines, Ben & Jerry’s over Breyers and Chipotle over McDonald’s. Not only do these “underdogs” try harder, but they also seem more comfortable in their own brand skins. They are original. They are daring. They are independent thinkers. They are the real deal. Is your brand the real deal? I bet your customers know the answer. Stand Out from the Crowd As you look at the vast choices of products and services customers have today,