Printed from the blog of Lori Greene, AHC/CDC, CCPR, FDAI
Email:, Blog: or

Jul 19 2016

This Old Marketing

Category: General InfoLori @ 2:18 am Comments (15)

I have 4 more $100 Amazon gift cards to give away!  Visit to find out how to enter today’s drawing, or click here to read about why we’re celebrating!


This may seem a little silly, especially to the marketing experts out there, but I have never thought of my work as “marketing.”  Maybe that’s the secret to the success of this site…you have questions, I have answers (or I do my best to find them).  Relationships develop and are maintained, over a period of years in many cases.  That’s how our industry works, although in the past these relationships were usually created in person.  Many of us are involved in sales and marketing in some form.

I don’t have a degree in marketing.  I’m a door hardware consultant who is lucky enough to work for a company that was willing to let me do an experiment 7 years ago – to see if I could help more people by putting my work online for all to find.  If my efforts lead to someone purchasing Allegion hardware, I don’t usually know about it.  My goal is to solve problems and share information about what iDH readers care about.  It’s not easy to measure the dollar-value of this type of work, so I’m grateful to be able to “do my thing” with less focus on the marketing aspect.

But in the last two weeks, iDigHardware has received kudos from several content-marketing gurus, including Robert Rose of the Content Marketing Institute.  Along with Joe Pulizzi, Robert hosts a weekly podcast called This Old Marketing, and this week’s podcast mentioned iDigHardware and the community we have created here – Robert called us a “great, wonderful, amazing community!”  If you’d like to listen, iDigHardware is mentioned at the 52-minute point.  I think it’s interesting to hear a different perspective on this resource that we have built together.  And if you’re wondering about the whole Pokemon Go craze, they talk about that in this episode too.  🙂

Thanks again for your support!  I look forward to working with you for many years to come!

This Old Marketing

15 Responses to “This Old Marketing”

  1. Eric T says:

    I disagree with you. This isn’t a community that “WE” built. It’s a community that YOU built and “WE” visit and “WE” are grateful for all of your hard work. This is your baby. You did this and should take the credit for it.

    • Lori says:

      Well, I started it and I nurture it along, but y’all contribute your thoughts and insight, submit photos, keep me in touch with what’s happening on the street, and you cheer me on. I can’t take all the credit. It takes a village. 🙂

      – Lori

  2. Rachel Smith says:

    Awesome review of your blog / website / service that you offer!! It will be interesting to see what suggestions that they have after working with you…. Kudos again to you.

    • Lori says:

      Thanks! I’m interested to hear Robert’s advice too! As much as I love having control and doing what I think is right, there are times when I would like input even if it’s just to acknowledge that I’m on the right track.

      – Lori

      – Lori

  3. Joe Hendry says:

    Lori, you’re intelligent, you honestly listen, you see every side of an argument, you seek input from those around you and you’re interested in learning. That’s why you have reached a high level of success.

  4. Charles says:

    Marketing can be done in various ways.

    If a company has an employee that is just outstanding in thier job, whatever it may be, that person represents the company. And, in a positive way. People may want to start dealing with that company, just because of that employee.

    Kind of reverse
    Now my brother has been out giving training on a piece of equipment, now his company wants him to be more involved and market some. Not his cup of tea.

  5. Joel Niemi says:

    The best product representatives are the ones who have good, unbiased information that they freely share. It’s possible that another manufacturer may have the silver bullet for a particular condition, and they will tell you that. The rest of the time, since they’ve already told me (cheerfully) what you need to know to get my job done well, why wouldn’t I think that their product would do the job well, too?

  6. Scott Straton says:

    Congrats on your success.

  7. Tony Klagenberg says:

    You have built a great website. I use to research code items. The search format is great! Able to find past articles with ease.

  8. Marcus Muirhead says:

    I have, through the years, made my choices for which products to use in different situations, balancing what the client needs with what they’re willing to pay for, and I also have a mental list of a few things that I won’t use under any circumstance. I would be lying if I said that you’ve had no influence on my choices: I know you’re smart, thoughtful, and honest, so I pay close attention when you talk about hardware. I was using you as a resource long before this blog came along, and I’ve never called or e-mailed that you didn’t get back to me. And I love this blog, and I love what I learn from it. You are, truly, an amazing resource in our industry. Thank you for your work, and the willingness to share your insights freely.


    Marcus Muirhead

    PS-Please don’t retire before I do.

    • Lori says:

      I was so touched by your comment that I got a little misty, and then the punch-line at the end cracked me up! I so appreciate hearing your feedback, and yes – we go back a loooooong way – when only a few dozen people in New England knew my phone number. 🙂 I’ll be turning 49 on August 1st, so I have some time (and 3 kids to educate) before I can retire. Hopefully I can replace myself by then.

      – Lori

Leave a Reply