Moving to NYC!

January 31, 2012 | Life is Good | 1 Comment

As many of you may have heard at this point (or maybe you don’t know me, so you haven’t heard), I’m moving to New York!

This last year in Minneapolis has been great and I wouldn’t trade it for the world. I have explored the city I grew up in with a different lens, met new people, started my career and learned a lot about myself in the process. But an opportunity has fallen into my lap in NYC so I am packing my bags and moving from the Mini Apple to the Big One. It was a hard decision because of all the wonderful things I have going for me here, but now is the time in my life to try something new and see where it takes me.

That being said, I would like to share a list I have been thinking about since I realized I was leaving…

The Top 45 Things I will miss about Minneapolis: 

My mom/best friend/nail polish partner-in-crime (Hillary Feder)
Girls lunches at the Sky Room with Tamar Pentelnik, Dena Shapiro and Dori Braverman
Late night walks with Jordy Feiger in Lowry Hill
The (10,000+) lakes
Having Daddy-o-Feder around to help me get important things done
Being driving distance from the wonderful Miss Jenny Lynes (Good thing you got flying perks girlfriend!)
The biking community
Living with Emma Folz at 2104
Common Roots Cafe (Grass-fed local burger on pretzel bun central)
Spyhouse Coffee (Chai Tea heaven)
Tao (Steel oats breakfast of champions)
French Meadow Bakery (Breakfast burrito oh baby oh baby)
Hanna Terhaar (wine and love)
Hilary Lund (no words)
Loring Park
Crazy things that only happen in MN (ie: Art Shanties)
Cooking with Claire Rustad (If only curry could be shared through skype)
My friends at Campbell Mithun - especially the digi team! (South Side Sisters for life! I heart Team Sow)
My awesome kitchen, my awesome closet, my awesome sunroom… wait,2104 in general.
The Wedge (specifically the cute boys in the check out lines)
Target
Strategy For Good (#S4GMPLS)
SKYWAYS!
Sebastian Joes (salty caramel I will be back for you)
Waterskiing and hammock-ing at the cabin with my family in Detroit Lakes
JET FEDER (Jetter Cheddar Feder I LOVE you!)
1st Ave, 7th St. Entry and all other great music venues
Monday nights at Acme comedy club
The Mississippi River
Len
Proximity to a little ballerina named Shira-doodle
Dual monitors (Chris Gould has influenced me…)
Hearing people say “pop”
Happy hours at Wakame with great friends (Spicy Girl Roll – you will be in my thoughts)
Gettin down dog at Tory and Annie’s classes with Erica Karasov, Jordy Feiger and Dori Braverman
Crafty Bitches
Minneapolis Farmers’ Markets (especially on Nicollet Mall in the summertime – someone please send me pictures on Thursdays)
There are many more, people, places and shout outs – but know that I will miss it all!
T-Minus 4 days until I get on my one-way flight to my new home. Hoping to quickly create a new list of my new favorite things in NEW York! Thanks to everyone in my life who has been incredibly supportive of this new adventure.

Tagged in: , ,

“Everything I Know About Marketing I Learned From Google” Book Review

January 05, 2012 | Interactive Marketing, Marketing | No Comments

Everything I Know About Marketing I Learned From Google by Aaron Goldman is a great read and I encourage anyone who is working in SEM (Search Engine Marketing), digital media, or marketing to read it. The book does an excellent job outlining the importance of leveraging search engine optimization/marketing in conjunction with other marketing and communication tools. When a consumer is searching for something related to your brand, product, or service, they are actively raising their hand. They are saying “I’m interested in something that you offer. I am seeking out information related to your business.” Identifying these people and testing a variety of responses to their query is an important step in converting searchers to customers. Recognizing what “answer” your business provides is the first step to helping a searcher (a question asker) find your offering as the solution.

The book is a light-read that uses humor and every-day examples to dumb-down many of the concepts involved in search and digital marketing. While the book’s central focus is Google (which is synonymous with  ”search”), the discussion of search often leads to broader questions and theories that intertwine display media, social media, PR and traditional marketing topics. Chapters range from the nitty-gritty details on Google’s search algorithms and demand-side-platforms, to more conceptual ideas on the future  of the internet, ethics related to digital information, fun facts about the Googleplex headquarters, as well as other interesting case studies that will get you thinking.

Overall, the book has some great takeaways – my favorite being that advertising shouldn’t necessarily be “advertising.” A lot of people think of ads as interruptions that clutter an experience. Instead, advertising in the correct context can be relevant content - capture people in the correct mindset and answer their questions.

Special thanks to David Goldman (my awesome co-worker and Campbell Mithun’s most prized Search Guru) for lending me the book and teaching me the ropes of search!

 

Tagged in: , , , ,

Quetzaltrekkers

January 05, 2012 | Environment, Nonprofit, Outdoor Adventures | No Comments

I recently returned from an amazing adventure that introduced me to Guatemala and Belize. The main reason for my trip to Central America was to visit a friend who is volunteering for the Peace Corps in rural Guatemala. I spent 5 days with her at her volunteer site in the Western Highlands and enjoyed spending time with her community. From there, we headed to Belize for a few days of relaxing on the beach. The last portion of my trip involved an incredible hiking trip with a group called Quetzaltrekkers.

Quetzaltrekkers is an organization that mixes three of my passions: Travel, Hiking and Nonprofits. The organization is a volunteer-run trekking and outdoors association that guides travelers through the mountains, volcanoes and towns of Guatemala. They funnel “tourism dollars to directly benefit those Guatemalans that need them most: namely, street children and children at risk of becoming street children.” Of my 600Q trip fee (roughly $75 USD), 400Q went straight to supporting an orphanage/school/education scholarships for under-privelaged kids in Guatemala.

Sunrise over Lago de Atitlan and Fuego erupting

I spent 3 days hiking 30 miles from Xela to Lago de Atitlan. The hike was truly beautiful and was led by professional, fun and knowledgeable guides. These guides not only lead trips, but they prepare food for the trips, organize gear, market their programs, manage hike enrollments, organization finances, answer phones/emails AND spend time with the kids that the organization supports. I was thoroughly impressed by the energy all of the guides exhibited throughout the whole trip.

The entire route was beautiful but the highlight was waking up at 3:30 in the morning on the last day of the trip to watch the sunrise over Lake Atitlan (a gorgeous lake surrounded by volcanoes and mountains). We were lucky enough to not only see a breathtaking sunrise over the lake, but as the sun was coming up, Fuego Volcano erupted – something I will never forget!

While nonprofit donations often provide the benefit of altruistic giving, Quetzaltrekkers offers the satisfaction of giving to an important cause along with receiving a service that costs the same (if not less) than their for-profit competitor guiding companies. A New York Times article published in March of 2011 helped promote Quetzaltrekkers, but since they get most of their donations and trekking clients through word-of-mouth, I figured I could do my part and inform my blog readers of their awesome organization. Check them out when you’re in Guatemala, tell your friends, or send camping gear you don’t use down to them.

Tagged in: , ,

Running my first marathon – check!

December 05, 2011 | Life is Good, Minneapolis | No Comments

Alright, so this blog is mainly an outlet for cool ideas and marketing/advertising topics that interest me but I would like to take a moment to write about a little experience called the Twin Cities Marathon.

Last winter a friend of mine asked me to run a 10k with her. Since I knew I could run a 10k, I figured I would push myself to do a half marathon. I

At the finish line of the Get In Gear Half Marathon last spring with my mom (my favorite/#1 fan)

had never run more than 7 miles so I looked up a training schedule and diligently followed the recommended mileage from February through April. Surprisingly enough, on April 30th, I ran my first half marathon with ease. On race day, I woke up feeling sick to 50 degree weather and pouring rain. Not gonna lie, I was dreading the race as my mom drove me to the start line at Minnehaha Park (a tradition that started a few summers ago when I began doing triathlons – thanks mom!!). As I got to the start line and saw the huge crowd of eager runners, I decided I better change my attitude otherwise it would be a miserable day. I stretched out and jumped around until the gun sounded and we were off. At first, there were lots of spectators and the crowd of runners around me was dense. After a few miles the crowd dissipated and the runners thinned out. The rain went back and forth between steady rain to heavy downpour. It was pretty incredible how much of a bonding force the weather was. It was cold and wet and everyone’s shoes were squeaky but when it really started to come down hard, everyone around me just laughed – it was hard not to smile. A few blisters and bloody heels later I ended at the finish line 7 minutes under my goal time. Hell yea! I was sore, but I knew that this wasn’t quite the challenge I was looking for. A couple of weeks later (after a few glasses of wine with friends) I decided to take a huge leap and register for the Medtronic Twin Cities Marathon.

I took a break from running during May and started up the training again in June. Since Hal Higdon proved to be the perfect guide for the half marathon, I followed his entry level marathon training schedule for my next endeavor. I trained for 18 weeks. Every day of training, October 2nd (race day) seemed closer and scarier. In the beginning, it was easy to follow the mileage exactly and find time to run 4 or 5 days a week. But then the distances got longer and the weather got hotter. I mean really hot. I mean 100 degree, 90% humidity hot. During July and August I forced myself to wake up at 5AM in order to run before work when the heat was slightly tolerable but it was still difficult to find time to run as much as I should. Friday nights were always kind of a drag knowing that I should go home early so that I could get up and go for a couple hour run in the morning. The long runs (14, 15, 18, 20 milers) near the end were by far the worst. Long, hot, painful, and lonely. The marathon was a personal challenge that I wanted to accomplish on my own so I wasn’t training with a friend or running group. It was just me, my iPod shuffle, and many miles of Minneapolis running paths and sidewalks.

Here are the things I learned from the experience:

- There are SO many beautiful places to run in Minneapolis. Before training for the marathon, I had pretty much only run around the chain of lakes, but I started exploring and found the Minnehaha Parkway trail, West River Parkway, and some awesome neighborhoods near the lakes / south Minneapolis. The only important thing to remember is that for long runs, you should either stash water/gatorade along the trail, or stick to the chain of lakes (where there are plenty of water fountains). I made the mistake of running 13 miles along the river without stashing water and there were no water fountains anywhere! Dry/sour mouth is a horrible feeling that I wish upon no one!

That's me in the bright pink. Pretty excited to see my brother and sister-in-law at mile 14!

- STRETCH AND LISTEN TO YOUR LEGS. These are two things that I failed to take seriously and ended up paying for it. I had two pretty significant injuries during my training: First I tore a small tendon in my foot. Second I endured horrible shin splints. The first injury was apparently not preventable (but it still sucked). The second though, was due to a lack of stretching my calves and running too hard on my long runs. About a month before the marathon I started getting “shatter” pains in the fronts of my lower legs and was in extreme pain while running and even walking. It was horrible and caused more anxiety than necessary. The tendon recovered enough to run and the shin splints weren’t noticeable on race day due to all of the adrenaline but I had to lay low after the race in order for them to heal.

- Aquajog! While waiting for my tendon to heal, I didn’t want to lose out on important training runs. My physical therapist suggested aquajogging. When I first heard her explain how to run in the deep end of a pool I was not interested. But once she gave me the tip of tucking my iPod into my hat, I figured I could survive. I looked pretty dorky, but it was a great muscular workout without any of the harsh impact on my joints. I think it’s a great alternative even for non-injured people.

Sitting down after 26.2 miles. Feeling amazing (despite the look of pain on my face).

- Experiment with different energy gus. I had never needed to use any energy supplements for previous races so the whole realm of blocks, jelly power beans, powerade gu, etc overwhelmed me. There are a million different flavors and forms of energy gu and I tried a whole bunch until I found some I liked. My favorites ended up being Vanilla Clifshots, Fruit Punch Energy Jelly Beans, and Raspberry Clif Shotblocks.

- Get a fan club. My mom has been an amazing cheerleader for me for pretty much everything in my life and the marathon was no exception. But the thing is, 26.2 miles is a lot of ground for just 1 person to cover. So my mom organized a group of friends and family to be spread out along the course every other mile. They all had pink signs with my name on them so I knew what to look for (it’s a lot easier for runners to spot fans than it is for fans to find runners). I honestly have never felt so much support and love! It was great to see familiar faces and receive shouts of encouragement and excitement all along the way. I want to give shout outs to EVERYONE who wrote on my facebook, sent me “go get ‘em” texts, called to wish me good luck, and especially those who got up early and cheered me on from the sidelines. (Thanks to the following people for making it out to the course: Brian Hage, Erica Karasov, Jenny Lynes, Hanna Terhaar, Hilary Lund, Lucy Woods, Hillary Feder, Dan Feder, Karen Feder, Joel Feder, Melissa Mark, Shira Hanovich, Tamar Pentelnik, Joel Ribnick, Sally Almond, Eric Almond, The Hill Family, and Emma Folz – YOU GUYS ARE ALL AMAZING!)

- Get jiggy with it. While I did 100% of my training with my iPod shuffle, I was really glad that I ditched it on race day. There were so many cheering spectators, bands, dancers, choirs, stereos, etc along the route that I would have missed half of the fun if I had been tuned out. I definitely ran my heart out, but when I ran past some blaring music, I couldn’t help pump my fists in the air to the beat of the music. I definitely had more fun and got more people cheering me on by shaking my tail feathers.

- Take the day after a marathon off from work. I knew I was going to be sore. But sore and functional are two different things… The Monday after the race I was hardly able to walk around work and I was wishing I was home covered in ice packs. Lesson learned.

- ANYONE CAN RUN A MARATHON. I know people say this all the time, but I promise it’s true. There were old people, young people, big people and little people running the marathon. If you have the determination and discipline to train, you can do it.

- I want to do another one! During training last summer, I kept saying “This is a one and done situation,” “I’m just crossing this off my bucketlist,” “The training is too much commitment and anxiety.” Well, there was nothing as great as crossing the finish line. It is a feeling that I can’t describe other than I want to feel it again.

 

Tagged in: , ,

A New Found Interest: Pinterest

August 10, 2011 | Social Media | No Comments

In case you aren’t finding enough cool and/or random stuff on Twitter, StumbleUpon or Facebook, now there is Pinterest! I learned about this awesome “Social Catelog-ing” site from a new analyst in the digital group, and am now completely addicted. In my opinion, Pinterest is like Stumble Upon on steroids. Or “Inspiration Boards” if you will. Users follow a feed of interesting things (populated by pins from your Facebook/Twitter friends and categories of your choosing) and can either “Like” or “Re-pin” things to your own “bulletin boards.” It’s a little confusing at first, but hereis a decent breakdown of how to get started.

My Pinterest Boards

The site is completely visual and ends up creating a wall of eye candy specific to my tastes. I am still playing around with it, but so far, I have mostly found great ideas/things related to: cooking, DIY projects, fashion/style, travel, home décor, products, and quotes.

The interesting thing about all of the “stuff” I find on Pinterest is that the source is unknown unless I click through to the “Pin” and then click to the source. People can “Pin” pictures from almost any website – blogs, e-commerce sites, news articles, etc. For brands, this may provide an extra incentive to provide more visually appealing content. I have already seen a whole bunch of pins show up in my feed of clothing from Anthropology and J. Crew as well as products for the home / kitchen from Target, Crate & Barrel etc. I am curious to see whether this will become yet another outlet for brands to focus their attention on. If anything, maybe blogger outreach will extend into “Pinner” endorsements? Who knows!

Warning: Pinterest is extremely over-stimulating and will most likely become an addiction.

Tagged in: , , , ,