Why is mobile, Key?

With the rapid growth of mobile, the way businesses are marketing to their customers is changing almost as fast as the phones itself. In the last four years, we have seen a complete reversal in feature phones vs. smart phones. Today almost 2/3 of adults in the USA have a smartphone.

People now have all the resources they need often right in their pocket. If you are unsure, think about what you have done on your mobile device today. On any given day one will most likely be: 

• searching - for a store, inventory status, a definition, a location, an offer ...
• downloading - an app, an offer, music, video ...
• creating - a post, content, a picture ...
• consuming - media, music, information ... 
• interacting - with friends, with companies, with co-workers, with employers ...
• scanning - QR codes, a document, a picture ...
• checking in - with friends, at restaurants, at stores, on social media ...
• purchasing - goods or services using a method through your bank, with paypal, google wallet...                                           

So how can you compete in today's  mobile-friendly world?  One obvious way is finding out if you are optimized for mobile. Sounds simple enough. You can test it out by looking at your website on your phone. How does it look?  Easy to read? Easy to use? Easy to shop? If you want a more professional opinion, check out Page Speed Insights to get some ideas on how to make improvements and find out how friendly you are by taking the mobile-friendly test.  

Another key to mobile success is having your customers come to you. Mobile is personal.  So it's very important that your customers are opting-in to whatever you are selling or promoting. Sometimes it can be achieved by a sign on the store front window showing your new app or a text special. A lawn sign in the drive-thru that says "text us for discounts and coupons!" also works. 

A good way to start is by integrating mobile into your other marketing campaigns. You can easily make people aware of your mobile friendliness in online advertising and even in a print medium. This can be simply done with a hashtag, or social media link. Remember, it's considered a service to your customers to offer them specials and promotions and they can opt out at any time as well. 

Consumers want a more integrated experience. A recent study done by Accenture showed half of consumers wanted stores to have a more integrated relationship between the online, mobile and brick-and-mortar experience. Customers check inventory, they look for real time promotions, and they check-in on social media. This is called free advertising.  Let's face it, mobile is really key. 

4 Hot Tips to Optimize your Conversion Rates.

Everyone with an online business wants one thing: great conversion rates. Because conversion means people are doing exactly what you want them to do! So when your customers and potential customers go to your website landing page, you want them to know the plan. Your plan may be having them sign up for a newsletter, or buy a product, but if they aren't sure what to do or where to look first, they will bounce right off (probably to your competitor).

As I was reading an article titled "The 7 Principals of Conversion Centered Design" and another called  "5 Must have Core elements on a landing page" I came up with a little summary for you.
We are going to call this Kathy's new math: 7+ 5 = 4.   Here are the 4 top tips for conversion rate optimization:

#1. Let your uniqueness show.   The benefits of what you have to offer are what need to shine through. What is your niche? Be prepared to offer previews or samples of what you are offering to really drive it home. Giving them a little snippet, to show that you are the real-deal will help to convert the leeriest of shoppers.  Why showing them a preview helps you.

#2. Show the path through images.  
The path has to be clear. Are you going to point at the shopping link with a cartoon finger or arrow? Directing our sight line doesn't need to be subtle.  A sweet baby face on the page staring at the desired object or button will work just as well. Babies and eyes, along with arrows, roads and pathways all can pull our sight to your call to action. And surrounding that with the right amount of white space, color and contrast can put the finishing visual touch to accomplish your mission.  Check out some great examples here. 


#3. Social proof to follow the crowd. The more you can show that this is a trusted, valued idea, the more likely people will jump on board. Accomplish this with testimonials and reviews, visuals of the lines of traffic, or proof of your success and the crowds will come.  Click here for some examples of websites using Social Proof in a great way.

#4. Call to Action with Urgency and Scarcity.  What is your call to action? Once you have that down, you need to make sure it's really clear; this is your single conversion goal. How will you create urgency and scarcity? Will it be an ACT NOW with a count-down clock ticking away the seconds until the price goes up? Limited quantity available?  Whatever you decide make sure you light that fire.

Keep tuned in for more digital marketing insights along with great ideas in the kitchen at
 Let's Get Cooking.

Let's Picnic! Top 4 cheap and easy Picnic Tips

It's summer, and if it ever stops raining, you might want to go on a picnic! Now, I'm talking about anything from taking your lunch to the neighborhood park, or taking food and your sweetheart or family to Ravinia ... or the Brookfield Zoo.  Packing a picnic instead of buying the expensive offerings at a venue is a great money saver.

Every place I have been will let you bring a factory sealed bottle of water, at the minimum, and sometimes it's obvious that you can bring in food, but some will surprise you! Here are a few cheap and easy tips for venues in the Chicagoland area I have learned along the way ... then look further down for the Top 4 Picnic Tips.

Arlington Park  - A recent family favorite! You will pay $5 to bring in your cooler, and they have a few rules as to where you can eat that picnic, but it can really help ad money to your gambling budget. Ha!

Brookfield Zoo - As long as you didn't invite your caterer along (no outside catering rule) and don't expect them to store your food, anything else goes regarding your picnic. Just pack and go!

Cubs & White Sox - You can bring a SOFT-sided cooler (6-pack size without the 6 pack in it.).  No cans, glass or plastic containers... so go with that small soft cooler filled with sandwiches and snacks in your see-through ziplock bags. Can't wait to try this one. Have everyone in your group carry in their factory-sealed water bottles and you are good to go. 

First Midwest Bank Amphitheater - This one blew me away - Did you know you can bring any kind of food in as long as it is in a gallon size ziplock bag or 6 pack soft side cooler?  No booze though. Funniest trip ever was going with my good friend who had even poured a jar of salsa into a gallon ziplock bag... not to mention deli meat, cheeses, rolls. Those drunk 20-somethings behind us were drooling over our left overs, amazed at our genius. (Thanks Stacey!). We even shared.  

Ravinia - Not only can you pack a picnic, but you can BYOB and even throw in a candelabra! Go early to stake out your spot on the lawn.  Now let's say you're a big fan of the show and want a real seat up close... then skip the lawn ticket and instead buy your pavilion seats but then also stake your spot in the lawn. That way you can have some wine, cheese, and then go have a real seat for the show. The perfect scenario is to have a larger group where some people just have lawn seats and can then watch your stuff for you, but I would be willing to bet that it's not a crowd where someone is going to steal your picnic basket. 

Now what is actually IN your picnic basket all depends on the type of venue, the time you have to make or buy it and of course your budget, so here's a few of my top favorites. 

#1 The Sandwich 

Stromboli

No time?  Go to Subway. Grab your coupon (or just get the footlong deal of the day) Have them cut it into 3 or 4 pieces and then you have the perfect sandwich to shove into that ziplock bag. 

More time, less money? Make your own sub sandwich. All it takes is a long loaf of french or Italian bread and your favorite lunch meat and condiments and your good to go. The key is not using your wonder-type bread, it gets so squished in a basket or cooler. Have you been to the new Cosmopolitan Marketplace? Amazing Prices - check out the deli, cheapest prices in town, fresh baked baguettes... you name it. 

More time, more elaborate? Stromboli is always my favorite. What the heck is stromboli? "Stromboli is a type of turnover filled with various cheeses, Italian meats or  vegetables. The dough is Italian bread dough." (see wikipedia) It's basically like a calzone that is rolled instead of topped. Imagine taking a raw pizza and rolling it up and baking it. Serve it by the slice.

#2 The Snacks 

No time? Bag of chips, pretzels or popcorn, opened and put into a ziplock bag (if necessary).

More time, less money? Go to Aldi and buy above chips, pretzels or popcorn. It's way cheap for snacks.  Don't forget to pour into your gallon ziplock...

More time, more elaborate? Add some gourmet to your snack. Make your own snack mix for example.


#3 The Healthy Snacks
No time? Pick up your veggies from the produce section ready done or if your grocery has a salad bar type of a set up you can do a quick to-go run. Favorite fruit to pack in a picnic? It's grapes of course, portable, nothing to peel, low waste and delicious.

More time, less money? Cut your own veggies up. It's really not hard. And think about it, baby carrots in a bag are ready, done. Celery? It's a wash and quick chop.  Plastic cup with lid, pour some ranch dressing in the bottom then pile high with your veggies.
Found these plastic cups with lids but you may be able to find some at a local grocery.

More time, more elaborate? How about some home-made Kale chips?   I wrote an entire blog post about Kale  ... best eaten same day.

#4 The Sweets
No time? Cookies, any kind. Oreos? Chips Ahoy? Want fancier? Check out the bakery options at your local grocery. Or where you are picking up your subs they usually have some cookie type offerings!

More time, less money? Home-made chocolate chip, of course. Who can resist those? What's your favorite recipe? Mine is Toll-house.    I have to say though, my favorite way to make these is the bar-cookie way. One batch made in my favorite Bar Pan and call it a day.

More time, more elaborate? It's hard to get too elaborate in a picnic dessert, especially if you have to bring it in a ziplock bag. So I would say a fancier cookie is the option. If you aren't limited to a ziplock, then you can go Brownies or Lemon Bars or Pie Squares. What's fancy? Macadamia Nut? Multiple chocolate chips or chunks? It's up to you. Here are a few ideas from my Pinterest page. Enjoy.

Wherever you go, bringing food always makes it better.

Easy. Impressive. Appetizers

In my family, we always have enough appetizers to suffice for a meal. We did go through a skinny stage (briefly) where we actually ate the appetizers for the meal, but quickly we worked that main dish right back in. See the Easter Top 5 post if you want a good example! 

The key in having a successful appetizer party is having several no-brainers to go with one or two longer cooking, or more time-consuming recipes OR skip those long ones all together! Here are some of my favorite types of recipes that I like to serve. I will give you a few concrete examples and pictures too... but to see even more recipes and ideas, check out My Pinterest Page. 

Party appetizers that work well include:

Bite size puffs, quiches and meatballs

Pizza type dishes that are cut it up in bite size pieces

Dips & spreads

Dippers:  Fresh veggies, crackers, bread sticks, pretzels, chips, or bread rounds
Cheese Tray with several types of cheeses or one special one
Meat Tray with several types and some sauces for dipping 

Meat and cheese tray with a combo of sausages, cheeses & mustards or sauces for dipping

Fruit Tray - with fruit kabobs or fruit and a dipping sauce 
Cheese & fruit tray – pick two types of cheeses and add grapes, strawberries and or pineapple

Seafood platter with Shrimp or Salmon with dipping sauces

Meat Balls  

Crock pot them up, or put them on a platter with a toothpick stuck in each one. There is something about a meat ball that every meat eater loves.

You can make your own meatball recipe,  or buy them pre-made. Personally I prefer the party or appetizer size (small scoop if you are making them) one bite is better than two bites when you are standing, juggling a plate, a napkin and a drink.


Cheese Tray  

I wrote an entire blog post about Brie cheese. 
So many options so little time, feel free to add a favorite sauce on top or in the 
middle... heat, leave room temp... Check out the post to see more ideas: Brie Lovers Blog Post

Naked Brie

Hot Pizza Dip 

Hot Pizza Dip - easiest recipe ever... layer cheeses and pizza sauce or marinara, add whatever toppings are in the fridge. 

Fruit tray - whether you cube, slice or just put grapes and strawberries on a platter... a fun center piece is the head of a pineapple.  It just makes it festive. I love the kabobs, because they are easy and you can always have someone help you make them up - think of your mother's helper or the helpful friend that says "what can I do to help?"... "You can skewer up some fruit for me!" (is what you will say back to them!)



For more recipe ideas check out my Pinterest Page . There are some great ideas that I have picked up from clever people along the way. But I always say "You are only as good as your resources!"  Enjoy! 

What I want for Mother's Day.

A post I wrote a few years ago, but still relevant today: 

I bet you thought I was going to say "World Peace" or list my five favorite products, didn't you? My people keep asking me what I want for Mother's day and it reminded me of something that someone told me about "love languages". Apparently there is a book by Gary Chapman called The Five Love Languages. I just took a very basic quiz online and I'm still not sure what I am.  I'm in between Words of Affirmation, Acts of Service, and Quality Time. For a girl who sells "stuff", I thought it was kind of funny. "Stuff" is usually the last thing that I want.

In the past, several times, I have spent mother's day in bed. No- I wasn't sick. I just remained in my bed all day long. My husband went along with it and brought me my meals... but about dinner time, I could tell he had grown tired of my bell ringing. (Just kidding, I didn't really have a bell)... At one point my daughter Maddy came and crawled into bed with me and we watched my 7th movie of the day. The guilt of laying in bed on a gorgeous day, where I could have been on a bike ride, or working in the yard, went away quickly as Devil wears Prada came on.. and then 50 First Dates... some Harry Potter... to name a few. Ahh, a little peace, and some me time, always nice.

If you are looking for a few ideas for the "mother" in your life, maybe my list will inspire some good ideas. And if none of these hit the mark, go for chocolate.

Top 5 Things that I want for Mother's Day. 

5. A clean house that I did not clean.

4. Laundry done, not by me, but by skilled launderers and completely put away into drawers. With no visible clothing showing or poking out of said drawers.

3. Meals cooked completely not by me, by skilled cooks who know what kind of meals that I enjoy (pizza is always safe).

2. Servants catering to my needs (skilled servants, with no sassy attitudes) that will not grow tired of serving me until at least 11pm on Mother's Day.

1. A happy loving family that makes me home-made cards, gives lots of kisses and does not fight at all for the entire day.

Is that too much to ask for?  

To all the women in my life who have or haven't given birth, I honor you and appreciate you more than you know. And I hope you enjoy the spirit of this day - I know the people you take care of, appreciate you endlessly. 

And when in doubt... Make her (or buy her) Chocolate: 
Chocolate Peanut Butter Torte

Ingredients

Cake
1	package (9 ounces) devil's food cake mix
2	tablespoons unsweetened cocoa powder
2	tablespoons mayonnaise
1	egg
1/2	cup unsweetened applesauce
Glaze
1/3	cup semi-sweet chocolate morsels
2	tablespoons heavy whipping cream
2	tablespoons caramel ice cream topping
2	tablespoons creamy peanut butter, divided
	Spanish peanuts (optional)

Directions:

1. Preheat oven to 350°F. For cake, lightly spray Small Bar Pan with nonstick cooking spray. Cut a piece of Parchment Paper to cover bottom of pan. Line pan with Parchment Paper; lightly spray with cooking spray. In Classic Batter Bowl, whisk cake mix and cocoa powder using Stainless Whisk. Add mayonnaise, egg and applesauce; whisk until well blended. Pour batter into pan. Bake 22-25 minutes or until Cake Testerinserted in center comes out clean. Remove from oven to Stackable Cooling Rack; cool 5 minutes. Remove from pan; cover with clean Kitchen Towel and cool completely.
2. For glaze, combine chocolate morsels, whipping cream, ice cream topping and 1 tablespoon of the peanut butter in Small Micro-Cooker®. Microwave on HIGH 15-30 seconds or until melted; stir until smooth. Set aside. Place remaining peanut butter inPrep Bowl. Microwave on HIGH 10-20 seconds or until melted and smooth; set aside.
3. To assemble torte, using Serrated Bread Knife, cut cake in half crosswise to form two equal layers. Carefully place one layer on top of the other and trim to match edges. Place one layer onto serving plate. Spread half of the glaze over bottom layer using Small Spreader, allowing glaze to drip down sides. Top with second cake layer. Repeat with remaining glaze. Drizzle with melted peanut butter and swirl into glaze using Quikut Paring Knife. If desired, sprinkle peanuts around bottom of torte. Slice using Utility Knife dipped in hot water.

Yield: 4 servings

Nutrients per serving: Calories 560, Total Fat 27 g, Saturated Fat 10 g, Cholesterol 105 mg, Carbohydrate 71 g, Protein 10 g, Sodium 660 mg, Fiber 4 g

Cook's Tips: If desired, half of a standard devil's food cake mix (9 ounces or 1 3/4 cups dry mix) can be substituted for the 9-ounce package of cake mix.

This recipe can be easily doubled and baked in the Medium Bar Pan using an 18.25-ounce package of devil's food cake mix. Bake at 350°F 28-32 minutes; proceed as recipe directs.

To easily drizzle peanut butter over top of torte, pour melted peanut butter into corner of resealable plastic food storage bag. Twist top of bag; secure. Cut a small tip off corner of bag to allow the peanut butter to flow through.

My Easter TOP 5

So if you are hosting or you are attending an Easter celebration this weekend you may see a lot of the traditions: ham, potatoes, hard-boiled eggs... and I'm thinking maybe a Peep or two?  In our family, my Dad likes to shake things up now again with an experimental vegetable, but pretty much we stick to the staples on the Easter dinner table. Here are the top 5 Zilly/Gilmore traditional items that make our life complete:

#1 Easter Ham ... Spiral Sliced is our favorite; brown Sugar glazed, honey glazed, maple dijon glazed... we like them all.  I like to dump the packet that comes with it and make a home-made glaze to perk that ham up. A couple tips: Glaze toward the end, so it doesn't burn and buy a big one! Leftover ham is always good!

Maple Glazed Ham

#2 The Potato Dish... My mom prefers a good twice-baked potato. You may enjoy mashed, baked, sweet or even hasselback.    It's hard to go wrong with a potato. Last year I made 80 hasselback potatoes (regular and sweet) for a cast dinner and wow that was ridiculous. BUT 6? 10? even 20? Easy Peasy. 

How to make Hasselback potatoes

It's really not hard, but here is a good explanation on how to make this fun recipe. 

#3   The Vegetable...  Ok here is where you can get crazy! HA! Asparagus? Green beans? Carrots? A green salad? A vegetable medley? There are so many choices that work.    When I was looking up asparagus recipes (it's not hard, snap off the woody ends, and just steam them and serve with butter and salt!)  I stumbled upon an old favorite of mine, so I thought I would share this fancy go-to recipe of mine... I'm just showing off now... 

 Phyllo Wrapped Asparagus

#4   The Deviled Eggs...  Wow, There are many ways to make these! You can be simple and add mayo and mustard. Some add pickle relish ... some people add Garden Vegetable cream cheese... and often you see a dash of paprika or dill. Here is the SIMPLE recipe.Deviled Eggs   How to make them REALLY fancy is to use a decorator set and how to keep them cold is to use a nice ice-pack lined carrier. Deviled Eggs that have been sitting out for a while get dumped! So keep them cold: The Pampered Chef can hook you up. Cool & Serve Square Tray   and Easy Accent Decorator Set

And last... the drum roll please...

#5 The Bunny Cake... It isn't Easter without the Bunny Cake. We always like to put it on a bed of green-tinted coconut...

Whatever your Easter tradition, I hope you enjoy something special with someone you care about. Happy Spring, friends.