Studio711.com – Ben Martens

Facebook Ad Case Study

Facebook sent me a $50 advertising credit so I decided to use it to promote my CascadeSkier applications and see behind the scenes of a Facebook ad.

Creating the ad was very simple. You set up the graphic, the text, where you want the ad to go (website or Facebook page) and then start narrowing down your target audience. I set up two versions of the ad. One was targeted to people in Washington and Oregon who were in one of the following categories: Outdoor fitness activities, extreme sports, traveling, or Windows. That one encompassed 2.7 million users. The second ad was much more targeted to people who were like the ski areas covered by my apps. That targeted 200K users.

Your two options for payment are per view or per click. Per click is obviously much more expensive, though in retrospect, I would have paid about the same with either choice. You can say how much you’re willing to pay and obviously Facebook shows ads for advertisers who are willing to pay more. I ended up paying $0.07 per 1000 views.

After 2.5 weeks, the ad had been shown to 92,163 unique users and each user had seen the ad an average of 4.6 times. That means I paid about $30. Of the 424,000 times my ad popped up on someone’s screen, it was clicked on a grand total of 23 times. That a 0.005% click through rate. Some quick searching revealed this is pretty standard. Unfortunately in my case there’s no way to know for sure if anybody bought anything when they went to cascadeskier.com because transactions are handled through the Windows Phone store, the Windows 8 store, and CafePress. Let’s assume that everyone who clicked there bought the phone app (because that’s where I make the most money per sale right now.) That would be $45.77 in sales minus the 30% cut that the store takes leaves me $32.04. Then if you take about 20% out for taxes I’m left with $25.63. So paying $30 in advertising gained me $25.63 in a very good scenario. It’s more likely that I only got one or two sales from those clicks.

I’ll let the $50 credit run out, but this doesn’t seem to be a net gain for me. Word of mouth has been a lot more successful and it’s free.

2012 Year In Review

No matter what I write in the following paragraphs, the one thing I’ll remember from this year will undoubtedly be that Tyla is pregnant! Baby Martens isn’t going to arrive until next summer but is already shaping a good portion of our thoughts and daily activities. From doctor appointments to baby classes and baby books to nursery decorating, we’re gearing up for full baby mode. I’ve been told by many parents that I can’t imagine the effect this baby is going to have on our lives, so I’m not even trying. If I’m going to be shocked no matter what, why stress out about it? We’re doing our best to prepare and then we’ll enjoy it as it comes and learn as we go.

The baby isn’t the only news of the year though. Early in 2012, I wrapped up a major project at church as the property deacon there. We hired a contractor to do a major renovation of the parsonage on the property and after a few months of work, the contractors finished up. It didn’t end there though as we took on the landscaping portion of the job ourselves. It took a lot of time and effort, but the end product looks fantastic. For a volunteer organization, getting anything this big done is a major accomplishment. During the spring and summer the work at church continued as I oversaw the installation of a new fire alarm system. Once that finished up I started helping out with our new church sign project. It’s great to see this major improvements happening at church, but it also feels good to get them out of the way before Baby Martens arrives and my attention is diverted.

The year started off with some fun ski trips. Tyla came out with me a few times and we also got to ski with Andy and Stephanie for the first time. The highlight of the ski season was going out with a ski photographer for a day of photography. This was my second time doing that and he got some fantastic shots that make me look a lot better than I really am!

Ever since our honeymoon, Tyla and I have talked about going on another cruise. With hopes for a baby on our minds, we decided to go for it. We spent ten incredible days in the eastern Caribbean and memories of those wonderful, sunny days still hijack my thoughts on a regular basis.

Tyla works out quite a bit and this year she ran both a 5k and her first 10k. I happily watch from the sidelines with my camera in hand capturing her accomplishments.

Mom and Dad came out twice this year. The first visit was over Easter to celebrate the holiday with us and also to see our new house. Usually when they come out we end up traveling all over the state, but this time we stayed pretty close to home. The one big outing was snowshoeing around Stevens Pass. We found the perfect spot for lunch in the pristine snow with an incredible view high in the mountains. Their second trip was over Labor Day and the bid adventure from that trip was a hike around Crystal Mountain. It provided a great view of Rainier and also showed them where I love to spend my time in the winter.

There were a few camping trips with Tyla’s family to Lake Chelan, Fall City, La Conner, and Bay View State Park. They have a great camp trailer which makes is very convenient. They were always great hosts and welcomed us into their campsite for random nights during their stays.

At home we were busy with lots of projects. The home theater was the most fun for me. I mounted a projector and a 120” screen and then ran all the video and power cables inside the walls. The speakers also got wall mounted with their wires run inside the walls. A paint job really gave the room a nice finishing touch. We spend a lot of time enjoying movies in the comfort of our own home.

2012 was Tyla’s second 29th birthday and I planned a weekend full of surprises for her. On Friday night, we drove to a local bed and breakfast that has tree houses for guest rooms. On Saturday we headed into Seattle where I had reserved us seats with a great view of the SeaFair airshow and hydroplane races. On Sunday afternoon, I told her that her family was coming over for dinner. That was true, but what she didn’t know is that a big group of our friends were coming too!

I opted in to some medical procedures this year which had me going under anesthesia twice. The first was to remove one of my wisdom teeth. While it wasn’t pleasant, that turned out to be a lot easier than I had imagined. The second was sinus surgery to correct some stuff inside my nose. The end result is fantastic, but the first few days after the surgery were miserable. Both have proven to be good decisions so far and I’m thankful for good health.

The motorcycle got a good workout this year. I took two long rides with friends Doug and Frank from church. The first trip was a three day ride through British Columbia with some of the most beautiful scenery I’ve ever seen from my motorcycle. The second was a long one day ride out to Dry Falls and back through an enormous active forest fire area. There’s already talk of going on another ride next year so we obviously all had a great time.

Last year, friends AndyD and StephanieW climbed Mt. St. Helens in the fog and wanted to do it again in sunshine. They got us forest service passes, organized the whole trip, but then had to bow out at the last minute for personal reasons. Tim, Chelsea and I decided to carry on without them, and though it would have been nice to have them along, we still had an amazing trip. It was the hardest hike I’ve ever done and I couldn’t walk for a day or two afterwards, but it was completely worth it!

But as I said at the very beginning of this post, all of that plays second fiddle to the moment that Tyla walked into our bedroom with a positive pregnancy test. Since then we’ve had a number of doctor’s appointments where we get to hear the baby’s heartbeat. I find myself staring at Tyla in awe of the life that God has created inside her. We are so excited to meet our new child!

As first time parents, we were super excited to share the news with everyone. When the doctor said it was finally ok to tell people, we told a few local people and then flew out to Indiana to share the news with my family in person. In retrospect, flying with your pregnant wife in her first trimester isn’t a great idea, but Tyla did great on the trip and it was worth all the miles to see their faces when we shared the news!

For the next six months, we’ll fill our time with various projects knowing that after June we won’t have nearly as much time to paint rooms, remodel the bathroom, or fix up the yard. We’re really just killing time as we anxiously await the arrival of our child! It’s a pretty helpless feeling for both of us knowing that so many things can go right or wrong with very little input from us during pregnancy, but thankfully, it’s all in God’s hands, not ours.

Previous Year In Review Posts: 2003, 2004, 2005, 2006, 2007, 2008, 2009, 2010, 2011

Rocker

Looking back at the history of skis, there are some obvious major advancements in technology. Early skis were slabs of wood that you would strap your feet to, but skiing really started to gain popularity with the masses when rigid plastic boots and break away bindings were introduced. In the mid-90’s, the skiing industry discovered shaped skis. This meant that the part of the ski under your foot was thinner than the ends. It greatly improved skiers ability to carve in turns, keeping the whole ski in contact with the snow in a big arc.

About ten years ago, the industry started another big shift. This time it was called “rocker.” The diagram below shows the older camber shape with the new rocker shape.

The goal of a rockered ski is to float on top of powder, but the problem was that the early models were horrible on groomed runs. The tips would flap around and there was hardly any edge contacting the snow when you attempted to carve. Modern rocker skis are a combination between the older camber and the newer rocker. Here’s a side profile of the 2013 Salomon Rocker 2 108.

This might look roughly like the camber diagram, but the major differences from cambered skis are that these new rocker skis are much flatter under foot and the rise to the tips starts early. It’s not a “fully rockered” ski since those are best kept for pure powder skiing which very few of us do. I’ve been reading about rocker in magazines for a long time, but it has finally gotten to the point where I felt like it had potential to be an all-mountain ski. Conveniently I’m in the market for some new skis this season.

This last weekend I demoed a couple pairs of skis at Crystal to figure out what I might like. I’ve never skied a rockered ski or even a ski as fat as modern skis so I wanted to try them before plunking down that much cash. Based on my research I started with the  Salomon Rocker 2 108s. They are 108mm underfoot (my current skis are 79mm) and they have rockered tips. The morning was cold and blustery with hard packed bumps off piste. I theorized that any new ski would be better in the powder  than my old skis so I wanted to test the rocker on groomers. I was immediately impressed. They weren’t quite as good as my Bandit B2’s on the hard groomers, but they were plenty good. And as fresh snow started to fall, I ventured off the groomers and fell in love with the skis. They handled every condition I could find with an ease I had never experienced. They were so much fun that I had a hard time going back to the demo shop to switch them out for something else.

I asked the sales guy what he recommended and he pointed me to the Blizzard Cochise. The measurements are similar to the Salomons, and I didn’t notice a ton of difference on the groomers. But as good as the Salomons were off-piste, the Blizzards were even better! I was doing things with those skis that I had never done before. It felt like in 30 minutes I gained more skill than I’ve gained in the last year. The snow was falling pretty fast and I found some powder stashes to play in. I’ve always been frustrated with powder in the past because I couldn’t ski it like I knew I should be able to, but with these skis it was a breeze. The groomers had collected a lot of snow and there were large bumps of packed powder. With my old skis, I had to ski around and  between them, but with these new skis, I was able to pick my own line regardless of the bumps and just skim over the top. It’s something I’ve watched other people do and had no idea how the physics of it worked. Now that I had the same skis, it all made sense.

As you can probably tell, it’s hard to describe the feeling and how much I felt like it elevated my skiing. The best description I’ve come up with so far is that it’s like a baseball player who has been using a wood bat all his life and switches to aluminum. You can use it the same way but you get a big difference in the result, and then as you get better with it, you realize there are additional capabilities. I’m by no means an expert and I have a lot to learn, but these new skis could give me the confidence and tools to increase the rate at which I improve. I’m going to sit on it a couple more weeks and then make my decision right after New Year. I can’t wait!

Christmas Ornaments

Every year Tyla and I try to pick up a new ornament that from a big trip or event during the year. This year we decided it would be from our Caribbean cruise earlier this year. Unfortunately the ship didn’t have any ornaments that we really liked so we ended up buying a paper holder and clipping it to the tree!

This is the makeshift ornament from our cruise this spring on the Celebrity Equinox.
Last year we got the Hallmark “New Home 2011” ornament as a gift for Christmas so it didn’t get to spend much time on the tree. This year it’s proudly displayed.

You can find our past ornaments here and here.

Crystal Trip Report

On Saturday I headed to Crystal again. They have gotten a lot of snow since last weekend and the base area really showed it. I could ski all the way to the bottom without much trouble. I didn’t need the rock skis today!

The day started with a great run off of High Campbell and then I spent much of the rest of the time exploring the Green Valley lift. I’ve skied at Crystal more than any other resort and still more than half of my runs were runs that I had never done before. It was a lot of fun exploring.

I did whip out the GoPro for a few runs, but I didn’t leave it on my helmet the whole time. The assumption seems to be that if you have a camera on your head, you think you’re awesome. I could spend all day telling you why I’m not awesome, but still, I’d rather let people laugh in silence at my skiing. (I regularly hear jests shouted from chairlifts to people who fall wearing a GoPro.) Anyway, I got some decent video of one run and have posted it to YouTube so you can watch. It occurred to me that much of the video is going to look extremely similar so I probably won’t post a ton of it going forward. I have a lot of fun with the camera though!

Steven Pass was probably the place to ski today though. They got 2 feet of snow on Thursday night and 4 feet last night for a total of 69” at the base. They had to spend quite a lot of time digging some of the lift chairs out of the snow! Apparently the lines were incredibly long though so I wasn’t too disappointed. A good chunk of the Crystal crowd eats lunch between 11:30 and 1 and during that time, I repeatedly skied right onto the lift.

The day ended slightly early for me. I took a break around 1:30 and then rode the gondola back up to get a few more runs in. About three turns into my first run, I got cramps in both thighs. Thankfully one lightened up but my right leg was pretty rough. I made it the 2500 vertical feet back down to the base and headed for the car. It was a good day and there’s no reason to push it.

Charlie Brown Tree

I’ve always dreamed of having my own Christmas light display. It would cost too much to do the whole house with LED lights right now, but I got a small start by wrapping the little tree in the front yard. With LED lights, you can chose from the very cool (as in cool on the temperature scale for color) white lights or the “warm white” lights that more closely match incandescent. Both have their advantages but I went with the warm white lights to more closely match my existing yard lighting and other displays on the street. My hope is that I can continue to find white LED lights that match this color every year and slowly build out the rest of the exterior lighting. Our house is really set up well for a magnificent display. If I had easy access to a 30 foot lift, we could decorate the huge cedar (am I right Tim?) tree on the corner of our house!

So here’s a photo of what we have now. I’m almost embarrassed to show it. In 20 years I can look back and laugh at how we got started!

First Day At Crystal

I have an amazing wife. Not only is she carrying our child, but she agreed to let me get a season pass to Crystal and Snoqualmie this year since my skiing opportunities in the future will be quite a bit different. Thank you Tyla!

On Saturday, I made my first use of the pass. The resorts opened a couple weeks ago, but early season conditions are still in full effect. Rocks and trees poke through in a lot of places and the bottom half of the mountain is mostly ice. That being said, the top of the mountain was still a blast and my legs wore out long before the snow did.

I have had a season pass in a couple years, but I was reminded on Saturday of how great it feels. There’s not much worrying the night before about whether or not the snow will be good enough to justify a $65 lift ticket and there’s no pressure to stay the entire day to get as much use out of that lift ticket as possible.

Unfortunately I couldn’t find the right mount for my GoPro (a replacement has already been ordered!) so I didn’t get a chance to really test out the camera. I took a quick video using the headband mount but that meant I had to carry my helmet and goggles and squint through the blowing snow. Still, it gives you a bit of an idea of what it looked like up there. Most of the video shows a run from the top of the gondola down Lucky Shot to the base of Rainier Express. Normally this would include a great view of Rainier off to the right, but it was clouded in. Mom and Dad, the first half of this run is right where we hiked when you were out here earlier this year. The last few seconds of the video show a short clip of the Northway area which opened for the first time of the season while I was there. My skinny rock skis were no match for that deep snow, but it was still fun to see what lies ahead this season!

Soon there will be enough snow that I can switch to my regular skis and then in January I’m planning to pick up a new pair of skis thanks the new benefits package from my job. If any of you have thoughts about the following skis, please let me know: Line Prophet 98, Salomon Rocker 2 108, K2 Hardside, Rossignol S3.

UPDATE: Some of you asked how my sinuses did in the cold/dry air since I’m only 2.5 weeks past the surgery. This is a bit gross, but you asked for it. I still wake up every day with some bloody mucus draining down my throat or out my nose and that definitely increased while I was skiing. It was never a cause for alarm though and honestly I didn’t think much about it during the day because I was having so much fun. The drainage quickly return to normal levels and I don’t think I set my healing process back at all. At my last checkup the doctor said I was cleared to ski as long as nothing crazy started happening with my nose. I’m very thankful to be back to normal activities so quickly after the surgery!

Surgery Update

It has been one week since my sinus surgery. The first few days were really miserable, but on Monday I saw the doctor again. He said things were healing normally but I had more swelling than average. He is trying to combat that with some new meds. At the appointment he also cleaned a bunch of stuff out of my nose. I don’t know if it was that cleaning or the meds, but the last couple days have seen some big improvement. I’m still not allowed to blow my nose and I haven’t breathed out of it for a WEEK, but it’s draining a lot less now. I bet it will be another week or two before I’m done with all the symptoms, but I feel like I’ll be ready to head back to work on Monday.

CascadeSkier Clothing

I’ve been running this CascadeSkier thing on the side for five years now. The sidebar gadget is still running but will be phased out as people move to Windows 8. The phone app just crossed 1000 sales and the Windows 8 app is on track to overtake the phone app sometime this ski season. I make pennies per hour, but as I’ve said before, it’s the only hobby I have that makes any money.

Today is a big day for the Windows 8 app. The update that hits today includes support for live tiles. Each ski resort can be pinned to your start screen and it will show a current web cam along with hourly temp, 24 hour snow total and total snow base. It’s the feature that got the most positive feedback on the phone and I’m happy that it’s in the Windows 8 version now.

Additionally, today is the launch of the CascadeSkier clothing line. I have a hoodie and a t-shirt sitting in my closet and they look great! If a dozen people purchase something, I’ll be shocked, but I mostly did this just for myself.

Historical Opening Days

We’re all itching for opening day. Every year we hear people saying this is taking longer than normal, but what is normal? Here is a list of opening day for area resorts for the last 5 years:

  2006 2007 2008 2009 2010 2011 Average
Whistler 11/17 11/17 11/26 11/14 11/19 11/18 11/18
Baker 11/13 11/29 12/14 11/12 11/20 11/18 11/22
Stevens 11/17 12/18 12/18 11/19 12/1 11/19 11/30
Summit 12/2 12/15 12/11 11/14 11/25 11/19 11/29
Crystal 11/15 12/1 11/27 11/11 11/19 11/18 11/20

As with the stock market, past performance is no indicator of future results. Additionally, while the resorts opened for skiing on these dates, they very rarely if ever have the whole mountain open and rocks are usually easy to find for those first few weeks.

Think snow! With any luck we’ll be skiing soon. Whistler has already announced they’ll be open by 11/17.