Mary Beth McCabe has decades of media experience. She has consulted with more than 3500 San Diego and National business owners on Hispanic Advertising and Media Buying, and worked as a sales executive at KUSI-TV, San Diego and WCIU-TV, Chicago. Dr. McCabe has taught Marketing and Advertising courses at four regional universities.
Mary Beth McCabe has decades of media experience. She has consulted with more than 3500 San Diego and National business owners on Hispanic Advertising and Media Buying, and worked as a sales executive at KUSI-TV, San Diego and WCIU-TV, Chicago. Dr. McCabe has taught Marketing and Advertising courses at four regional universities.

How to get a testimonial from a user

When you want to share a brand and you don’t know how to do that…..
You get a tesimonial from a user. In this case, a user of six years.
We installed a free solar system on a home in the Azalea Neighborhood of San Diego. As we were installing, the neighbor from across the street, Michael, came out and shared this with us. He said that he’s been telling his neighbor about it for six years and finally, now he’s getting the free panels, too. Why did he wait so long? We can only guess.

solar panels from GRID

Easy to like GRID Alternatives

Posted by marybethmccabe in Blog, Marketing Tools, News, Solar Marketing

How do I create a Virtual Background with a Green Screen?

Virtual Background Tips

What you need to know about Green Screens

Recently, I started looking into what’s called a Virtual Background. Since I had worked in television stations for more than 15 years, I thought that this would be a useful tool for my biweekly podcast on Mobile Marketing and Social Media.
The technology has been around for a long time, and is called Chroma keying or chroma key composting. It is a layering effect that happens when two images or video streams are served together based on color hues. You have seen this often in news, motion pictures and videogames. The color range in the foreground is made transparent, so that the separately filmed background footage or static image can be inserted into the scene. Green and blue backgrounds are used most often since they vary in hue from human skin colors.
I attended a tutorial session about using Virtual Backgrounds and then started my search. has 718 choices under “green screen” so you can find a lot to browse. Here are two examples.

Image 1. This first one costs less than $30, so you basically have a cut piece of fabric, a bag and a lint roller. Will that do what you need? If you are just starting out, perhaps you will be happy with this setup. If you are looking for a more polished effect, you may be ready to step up to the next level. Remember that with more than 700 choices, you can be selective in what you decide will be best for your purposes.

Image 2. If you want more than just the basics, you can get this for less than $90. It includes a stand and the lighting kit with stands as well as a bag. I’ve been using one that is 9′ by 4′, and comes in a bag. The most difficult part of the process has been trying to get the green screen back in the bag. One tip on this is to look on YouTube for some tutorials. I had to watch one of these videos several times before I mastered the process. So, if you are having trouble getting your screen back in the bag, go to the experts on YouTube for the demonstration.

Image 3. When you have your set up, what will it look like? Here is a before/after set that you could use, or something similar. This is a single person standing in front of the green screen. The virtual background is a photo of the inside of the White House. You can see that their is a very different result after using the green screen.

(Source: Iman Crosson, Wikipedia)

Here are seven tips that I have learned in creating a virtual background.

A. The best backgrounds are bright green, not shiny.
B. Muslin is one of the recommended fabrics.
C. They should be close to you, the person in front of the camera.
D. We want to have good contrast between you and the background. The lighting is also important to consider.
E. You can use high quality royalty free images, or your own.
F. The best sized images are 1920×1080.
G. Consider using a slightly blurred background if you want your own image to “pop” more during the webcast or webinar.

Image 4. Here is an example of how I used the Virtual Background in teaching a class at National University in March, 2017. Notice the top right quadrant and how the Golden Gate Bridge is in the background. I used a green screen to make this effect. What do you think? Will this be something you adopt in the future?
green screen in classroom

Posted by marybethmccabe in Marketing Tools, Mobile Marketing, Online Marketing

What I learned at Social Media Marketing World in five minutes:

Instagram AnalyticsWhat were the top things that I learned from the Social Media Marketing World conference:
The top ideas that I have after a one day rest are the following:
1. That learning never ends.
2. That there will always be someone to share my ideas with and learn from at this event.
3. That I can help teach from the sidelines, just as if I was teaching from the podium.
4. There are so many ways to be successful, the way to do it, in my opinion, is to create your own metrics of success and then follow those.
5. I can sing “SHOUT” or at least make believe I am singing it in Karaoke.
6. Improvements of small things can lead to improvements of bigger things> For example, Jenn from Jenn’s Trends taught me about how to improve my Instagram Profile. She showed me the proper length for a IG. It should go just below the fold, so people need to look further. At least a few sentences in length is best. See the image here.
7. New terms: Finger scrolling stoppers, recontent,and a lot more.
8. Podcasting tips: from Amy Porterfield, Chaylene Johnson and Cliff Ravenscraft. What I can summarize is that you just have to practice, like anything else. There is no silver bullet. Discipline will come in very handy here. There’s no one telling you that you HAVE to do it, but you know you should be consistent. Some use offshore experts as audio editors.
9. Underused Social Media may be the best way to stand out! Try SlideShare. That has a lot of content already, but the context is what matters here. There is likely a longer shelf life here than in most social media.
10.Forms and thank you pages are good for increasing your scores with analytics. GTM programming is worth the hassle. Your “All Pages” report has a lot of good info, and if you look for conversions, that will help focus you. Add Social Proof to the top pages, don’t have a “testimonials” page that no one will ever see!
11. Ask yourself, “What do people always ask before they hire us? That would be a good content piece.
12 There is an annotation drop down in the google analytics timeline, where you can note historical items that can help remind you of important dates and activities.

Posted by marybethmccabe in Blog, Marketing Tools, Mobile Marketing, News, Online Marketing
Apps to improve our health

Apps to improve our health


Proctor & Gamble: Oral-B and iconmobile for Oral-B SmartSeries Mobile Application (P&G) Silver Winner in IOT category, 2015 MMA Smarties

How many of us are taking advantage of these improvements in technology, that lead to improvements in our lifestyle and behavior?
Today our teeth, tomorrow our hair. Next thing we will be talking about (yes, a future post here) are mobile hairbrush apps, too.
Internet of Things (IoT) is defined as any technology, device or wearable that connects, communicates or transmits information with or between each other through the mobile driven Internet.

How many devices are connected and will be in the future? The number of mobile connected devices already exceeds the world’s population and it’s expected to be rising to 21 billion devices by 2020. As devices connect and create value for users, they create risks as well. They are changing how we work, live and relate to each other. The race to win the platform for connected products begins with smart logistics, managing production and distribution.
Oral-B has been part of the Procter & Gamble (P&G) company since 2006, and is a leader in the $5 billion brushing market, with a 20% share of the global oral care market. The brand includes manual and power toothbrushes for children and adults, oral irrigators, oral care centers and interdental products, such as dental floss.

Oral B began with a product experience that was functional and valuable to customers. Their products have become more valued to the company as they have become connected to the internet via mobile devices. Sensing, connectivity and intelligence opens new revenue streams. The Oral-B 9900 Triumph Toothbrush has a list price of $482.99. Replacement brush heads sell for $12.98 each. There is a lot of revenue to consider when it comes to the potential market for this consumer product. One of the features is a built-in pressure sensor that stops pulsations to

When you brush for two minutes you get a smile.

signal if you are brushing too hard, and a two minute timer indicates when the recommended brushing time has been reached. On the timer, a smiley face appears after the dentist recommended two minutes of brushing time.

Working with professionals has been one of the areas this app as well as working with patients’ needs and goals. Proper brushing routines can be programmed into the app to focus on problem zones, providing specific brushing instructions to follow at home regarding whitening, healthy gums, and plaque removal.
Metrics for the product brushing sessions include: 83% are brushing more than 2 min. 2.24 minutes is the average. Users can check their personal statistics.
The figure below shows the Oral-B app ‘Achievements’ page, including the trophies for 7 day brushing streak, 7 day flossing streak, etc.

The app has been downloaded more than 300,000 times since 2014. Flossing, tongue cleaning, rinsing technology and interactivity has helped Oral B make happier healthier mouths.



1. What other products you use daily are connected to the Internet?
What other products could Oral-B connect with in the home?

2. How can Oral-B get more dentists to recommend their connected products in the future while keeping to the highest standards of ethics?

3. Discuss the Consumer Behavior psychology of brushing teeth and under what circumstances you would share your tooth brushing trophies with your peers.

4. How would the Achievements icons change your personal brushing regimen? How do you think it would change a youth’s brushing habits?


Posted by marybethmccabe in Marketing Tools, Mobile Marketing, Online Marketing
How to Celebrate Mexican Independence Day

How to Celebrate Mexican Independence Day

Mexican Independence DayThis is the real independence day for Mexico, not Cinco de Mayo. Today, September 16 is the day when we do the “grito” to declare independence from Spain in 1810 by the Mexicans after 300 years of colonial rule. “El Grito de Dolores” was given as a speech by the Rev. Miguel Hidalgo y Costilla, a priest who called his congregation to fight against Spain.
How to celebrate depends on who you are and where you live. If you live in San Diego, there’s a huge event tonight at the Spreckels Organ Pavilion in Balboa Park that will begin at 6:30pm. If you live near a border, there’s likely an event in your town similar to this.

I spent Mexican Independence Day in San Antonio a few years ago, and they celebrated in a big way. The streets were filled with excitement and fun. You may be seeing mariachi bands, ballet folklorico groups, cultural art and great food and drink.

You can continue to celebrate right through Oct 15, calling on the holiday, National Hispanic Heritage Month. Five other Latin American countries celebrate their independence during this time.
Now is the time to celebrate and give your “grito”, to shout out for freedom. Viva Mexico.

Posted by marybethmccabe in Hispanic Marketing, Marketing Tools
10 Tips to Grow your Pokemon Go Marketing: Go for Gold

10 Tips to Grow your Pokemon Go Marketing: Go for Gold


Pokémon Go for Gold
10 tips to grow your Champion Marketer status with Pokemon Go (you’ll likely create even more ideas after reading these)

There are many ways that you can use mobile games like Pokémon Go in your marketing activities. This section give a background on the company, consumer behavior, and a list of 10 methods that you can use to apply these in your business.
Nintendo is a Japanese firm that created the Pokémon, the Wii and in mid-2016, Pokémon Go. Niantic, Inc. is an American software developer founded in 2010 by John Hanke, based in San Francisco, California, and known for developing and publishing the augmented reality mobile games Ingress and Pokémon Go. The company spun out of Google in October 2015.Getting started on Pokemon Go as a marketer

Pokémon Go Game character


Consumers like to be challenged and through games like Pokémon Go, with revenue of $10 million per day as of August 2016. This game has created nearly the same number of daily users as Twitter and time spent on Facebook, which is why mobile marketers need to pay attention.
The photo below shows one view of how consumers are using Pokémon Go. Two boys go to the park to play. At least that’s what they tell their parents. They go to play Pokémon Go. Riding bikes also gives them a competitive advantage over those in a car or walking. Sometimes they even talk to each other to get helpful tips on how to get to the next level or how to set up their incubator for their eggs.

boys on bikes

Boys on bicycles at park playing Pokémon Go
Mobile marketing professionals are responding in ways that will draw and keep customers and their attention to your ideas, products and services.
As a business, here are tactics that you can use whether you are a service or a product, profit or not for profit business.
1. Offer free Wi-Fi and charging stations at your place of business. This game requires both internet and a battery charge. Perhaps you are a hair or nail salon. While your customers are getting groomed, they can be charging their phones and using your Wi-Fi. Advertise this as a benefit for your service, a value added reason to visit more often.


Without the Wi-Fi, the game can’t advance
2. Partner with another business or two. You can partner with non-competing businesses to bring Pokémon Go to life. (Ex. web designer, custom contractor, pizza firm) Maybe you know a web designer who can develop a “virtual” or unofficial Pokémon stop on your custom window company website and give tips on how to win free stuff every time you order a pizza.
3. Request a Poke Stop. The request needs to be done through a form via Niantic, the developer, and although this is currently not being offered for new stops or gyms, we urge businesses to consider it for when/if this again becomes available. Stops are marked with a blue cube. Gyms are typically found in large places like malls, parks and other open spaces where players go to battle.


Southern California location where you can find players and hunt.

4. Frequent Tagging. You can ask your players to tag their photos with your business name. They can tag it either inside the post itself or in a location app that they use. This will extend your brand, and produce additional reach further once it is shared. Use a branded hashtag.
5. Check ins suggested. If you encourage customers to check in to your business while playing, that will lead to more players visiting or more reviews on that social media platform.
6. Ask for Photos, Shares, and Comments. Make a special request for players to take photos of them with your products. You can even give them a special discount for each shared photo of a product they want to purchase. If you show them how to do this with an example, such as on Instagram, they will be able to follow your lead. For example, “Aim Pokémon at the t-shirt seen in this store and post for a 10% discount today.”
7. For Snapchat, you can share with what they now call “Memories.” You can share snaps of catching Pokémon inside your business using the Memories feature and the camera roll.
8. Invite your customers to play. You may be the owner of a coffee shop and if you have an offer, especially during slow times of day, you may draw the right new customers back. Your social media channels provide the invitation to play or compete in a contest, and be sure to follow the rules that are required by the platform.
9. Create Pokémon Videos. Take short movies of your customers playing Pokémon Go in your area. One successful non-profit, an animal shelter, used video to capture people playing the game while walking their dog, and got featured on national news as extra benefit. So the shelter paired dogs that need walking with people who needed activity and that created human interest. The image below was seen on the Facebook page of the Muncie Animal Shelter, from Muncie Indiana.

Muncie animal shelter

Figure: Muncie Animal Shelter Facebook Page ad
10. Mobile accessories and online business ideas: If you are in the mobile data, accessories or similar industry, think of how you can empower your Pokémon Go players. For example, T-Mobile created business for themselves by offering unlimited data for Pokémon Go players. You could sell accessories for the game, too.


[1],_Inc. accessed August 4, 2016


Posted by marybethmccabe in Marketing Tools, Mobile Marketing, Online Marketing
Chicago Art and Theatre, Shakespeare: Will and George Come to Life

Chicago Art and Theatre, Shakespeare: Will and George Come to Life

Case:  Chicago Art and Theatre, Shakespeare: Will and George Come to Life.

Will (Shakespeare) and George (Seurat) were alive and active in Chicago.

off the photo to real life

That got people talking in the Windy City. With only a $10,000 marketing budget, global ad firm Leo Burnett took on this project and won a Grand Prize and Best in Show Award from the Mobile Marketing Association. I lived in Chicago for ten years, and the Chicago Art Institute is one of my all time favorite places to visit. I spent an afternoon there on my last visit, and I so enjoyed it. Now here’s the rest of the story:

Public participation in the arts has been in decline since 1982, including performance of art and adult art education. Bucking that trend, mobile marketing creativity created sold out performances in the Midwest.

Combining an art museum and a theatre company in the same campaign was masterful and turned many a youthful head, and not just the 55+ market . The Art Institute of Chicago fans heads turned when they saw a “revised” version of their artwork on display. It was missing some key characters, who were live and in full costume, in the show.

Here’s what happened:

Ticket sales were declining for the play “Sunday in the Park with George,” and Chicagoans needed to be reminded about how art is transforming. Chicago’s Shakespeare Theatre (CST) was able to convince the Art Institute of Chicago to switch the original George Seurat painting, A Sunday Afternoon on the Island of La Grande Jatte, which originally inspired the play at CST, for a fake that removed many of the main characters in the painting. They people were missing from the painting at the Art Institute, which was shocking. Museum goers and media found out what was going on when they saw CST cast members in their full costumes from the painting come to life outside of the painting and singing in the museum. Then they all walked over to the theatre to join the show, actors and art lovers alike. What was going on? The “people” in the park from the painting went to and performed in the play at CST, thus drawing attention to the performance and even selling out the theatre, making the run extend an extra week.

The mobile marketing promotion was a text to win sweepstakes to get their own trip to La Grande Jatte in Paris. In addition, participants received a video of the performance at the Art Institute. The built in regular audience of those attending the Art Institute, the Number one attraction on Trip Advisor in Chicago, meant that many people attended already, and personal shares happened via social networks. After the video, viewers were invited to share with their social networks, too. Tickets to Sunday in the Park with George sold out quickly as the box office answered many mobile calls. The press received briefings, both local and national, and picked up on this quickly. The fake painting was later displayed at the Navy Pier in Chicago, part of an international art festival. More Chicagoans could now see the revised painting and share the story. More than eight million media impressions were gained from this event within 24 hours. Further, more than 17% of those who received the video via text were now opted in to receive future correspondence from CST, thus insuring a new database of theatre and arts champions. A theater that couldn’t fill seats had to extend the theatre event for another week. Art and theatre were seen in a totally new way, with mobile marketing.


  1. Discuss the effectiveness of mobile marketing bringing art to life by combining it with theatre.
  2. What other mobile marketing channels would you suggest that a campaign like this could use in today’s mobile enabled device environment?
  3. Make a list of ways that you could you combine two different types of organizations in order to create mobile marketing programs.

Sources: “Shakespeare: Will and George Come to Life.” MMA Global      accessed Dec 22, 2015.

Posted by marybethmccabe in Mobile Marketing, News, Whitepaper
Tomorrow’s business leaders or a myth

Tomorrow’s business leaders or a myth





Tomorrow’s business leaders are native to smartphones, which give consumers and businesses alike the immediacy of information. The collaborative economy is underway, and some of the firms in this space have high valuations, as described by the chart here, created by Jeremiah Owyang. I saw Jeremiah in January, 2015 at the San Francisco offices of Google and he shared his vision of the collaborative economy, which was impressive. This chart shows that he has divided the firms into mythical characters, based on their “valuation” by investors and shareholders. Reality would tell us that there is no way all of these firms’ valuations are going to hold up; history will tell us the same. They are all on the list in order to show a snapshot of today’s businesses that have taken a front seat in the minds of the consumers, not producing a physical product, but a “service” that did not exist even five years ago. (Examples here include Uber, Airbnb and similar firms.)

Hold on to your hats. This is going to be a wild ride.


Posted by marybethmccabe in Marketing Tools, Mobile Marketing, News, Online Marketing
Is anyone buying apps these days?

Is anyone buying apps these days?

Are we using them?

Here’s a chart of Media Retention of Apps. So after the download, what happens? Here is the analysis of what goes on after the first stop.

Your thoughts are welcome and questions to will be answered for the next week.

Posted by marybethmccabe in Marketing Tools
US and Mexico Border from pedestrian viewpoint

US and Mexico Border from pedestrian viewpoint


A stroll across the US/Mexico border looks a lot different than it has in the past. Have you taken the time to visit lately? If you have not, here’s a photo of what it looks like to cross into Mexico on foot. It is much like any other border crossing in Europe or Asia. It’s very modern and quite clean and easy to navigate.
I took a trip there late last year and found a lot of new things in Tijuana and surrounding regions that were new. We also found very short border lines coming back into the US. Your mid-day, mid week experience may be different, but that’s what we found. We can celebrate our improvements to our cross border relationships.


2010 Census Briefs


Posted by marybethmccabe in Marketing Tools