Andy Fenstermaker, MBA

Experienced Marketing Manager, E-Commerce Nut, Content Strategist, Event Planner, Social Media Manager, Music Critic, & Blogger.

Super Easy and Delicious Gluten Free Zucchini Bread Recipe

Gluten Free Zucchini Bread

This super easy and delicious gluten free zucchini bread recipe comes courtesy my mother, who found it on Hillbilly Housewife. I’ve modified it ever so slightly slightly to fit my preferences (and those of my wife) over the course of more than one dozen bakings.

Given my passion for cooking, I’m hoping to post more recipes here in the future. Some will be old mainstays, while others will be new favorites as we find and master them.

Let’s get to it!

Step 1: Get Your Ingredients

This is one of my favorite parts, as it totally plays to my OCD. I always pull out all my ingredients in advance and display them so I can easily pick and pull what I need as I go. And, as I go, I put them away as well. Makes for a tidy kitchen!

Time to bake zucchini bread! #glutenfree #ingredients #baking

A photo posted by Andy Fenstermaker (@fense) on

The recipe requires the following ingredients:

Wet Ingredients
2 eggs
1/4 cup butter
1 cup sugar
2 tsp. vanilla
3/2 cup shredded zucchini (do not peel)

Dry Ingredients
3/2 cup all purpose Gluten Free flour
1 tsp. xanthan gum
1/4 tsp. baking powder
1/2 tsp. baking soda
1 tsp. ground cinnamon
1/2 tsp. salt
1/4 tsp. ground cloves

Once you have them displayed as pictured above, now it’s time to get to work!

First, the variations. Hillbilly Housewife (see her original recipe here) calls for 1/3 cup vegetable oil rather than 1/4 cup butter, which is what I use. She also adds walnuts whereas I do not. Finally, rather than mixing separately, I mix the wet ingredients then blend in the dry to use fewer dishes.

Step 2: Preheat Your Oven!

This one is easy! Preheat your oven to 350F.

Step 3: Mix Your Wet Ingredients

Combine the eggs, sugar, butter and vanilla in a large bowl and mix well with a whisk or — my preference — a high heat baking spoon scraper. It’s easy and, since you’ll be using it later, means one less dish to wash upon completion. For my bowl, I use my green Le Creuset 2 quart Batter Bowl.

Step 4: Mix In Your Dry Ingredients

Add in your dry ingredients including flour, baking powder, baking soda, cinnamon, cloves, and xanthan gum. Stir and mix well by hand. Again, I use my trusty ol’ baking spoon scraper to mix as its not too difficult and uses fewer dishes.

NOTE: I tend to mix it until the dough starts to form but the dry ingredients haven’t fully absorbed into the wet. Then I move on to Step 5. This helps introduce more liquid into the dough and makes mixing a bit easier.

Step 5: Shred and Add Zucchini

Cut the ends off a medium-sized zucchini and grate it using a cheese grater. One medium zucchini should yield approximately 3/2 cups. Combine it with the dough and mix until it nice and consistent.

Gluten Free Zucchini Bread… Mixed well and waiting on the oven! #baking #glutenfree #homecooking #cookingfromscratch

A photo posted by Andy Fenstermaker (@fense) on

Step 6: Prep Your Pan and Bake Away!

Pour the batter into a greased pan. I use a red Le Creuset Cast Iron Pâté Terrine. Bake at 350 degrees for approximately 60 minutes or until toothpick comes out clean.

Letting it cool. #glutenfree #zucchinibread #baking #homecooking #yum

A photo posted by Andy Fenstermaker (@fense) on

Step 7: Eat

As always, the final step: enjoy!

I recommend serving with a scoop of vanilla ice cream.

Ready for dessert! Just out of the oven: my gluten free zucchini bread! #glutenfree #zucchinibread #foodporn #homecooking #homebaking #baking

A photo posted by Andy Fenstermaker (@fense) on

4 Must Have Apps to Complement Instagram for Business

At IRCE Chicago this year, Instagram was touted as a great space (if it makes sense for your audience) by several e-commerce brands including Bucketfeet and Chubbies.

I’ve been a big fan of Instagram for ages, for both personal use and for use as a brand. While it provides some frustration points for brand account managers, such as the lack of clickable links and the inability to easily access multiple accounts on a single log in, the benefits far outweigh the negatives if you are able to reach your customer base and target audience on the platform.

In other words, by being steadfast the platform has done a great job limiting brand creep into its space, allowing it to maintain a greater level of authenticity.

Still, for those who do not mind the labor involved, it can be a rewarding spot for brands with a keen eye. Especially now that they have added additional editing tools that give you the ability to manipulate contrast, brightness, warmth, saturation, shadows and more!

Once you’re in the space, there are several complementary apps to stick in your Instagram for Business toolbelt:

1. Studio App for iPhone

Studio Design App for iPhone is perfect for enhancing curated content or easily developing quick content on your own from your iPhone.

It’s also great for light image manipulation. Among my favorites is using the shapes tool to flood the image and adjust the opacity. Using a white shape, this gives you a true opaque look. Using a color over a black-and-white image gives you a duo-tone Blue Note effect.

The latest version of Studio has even more options with an assortment of “packs” you can download far beyond the standard elements I found so intriguing when I first discovered the app. I am only beginning to scratch the surface here.

One way I use this is to post a filtered image on Instagram and manipulate it afterwards to share on other social platforms. For example, here’s a design I just put together commemorating my experience this past week at IRCE (Internet Retailer Conference & Exhibition):

IRCE Chicago 2014

There are other similar apps like Phonto, but I haven’t found them to have near the editing and creative abilities as found with Studio.

2. InstaSize

Currently, Instagram does not allow you to post an image that is not square. Enter InstaSize; this is what I use to post full-size pictures.

InstaSize does this by adding white space to the sizes of portrait shots and to the top and bottom of landscape shots.

On New Years Day this year, my wife and I joined some friends for a hike around Whistle Lake in Anacortes. I captured some great shots but didn’t want to limit them to a square and used InstaSize to make it happen:

You also cannot do an image collage on the current version of Instagram, which is popular these days. InstaSize also has this capability. I used it to showcase the sexiness of my obese cat back in December:

3. Repost

Repost is the mandatory app to share user generated content. It allows you to easily repost photos others have shared on Instagram. While I have not used it yet, I will be doing so in the next week.

One brand that continually does this is Folk Magazine (the brand behind

4. PicFlow

PickFlow is relatively new to me. I grabbed this one at IRCE after it was recommended from my Repost app. It allows you to create a quick slideshow of images then add music. You can include transitions if you like that sort of thing.

Here’s one I created after IRCE:

It reminded me of something I saw from Martha Stewart on Instagram for National Donut Day. While I suspect that Martha Stewart’s creative folks put this together using something much more sophisticated, you could do it using an app like PicFlow if you’re good.

If you plan to add music and use this as a brand, make sure you get permission from the artist.

Those are my four picks. Follow me on Instagram, and if you have some favorite apps of your own, let me know in the comments!

Is Your Competition Buying Its Likes?

The other day, I stumbled upon a little-known trick that can help Facebook Page admins analyze how they are doing in comparison to their competition. It’s all about how many people Like your page and your competition’s page, and analyzing that data as a performance benchmark.

But first, a quick disclaimer: I have yet to delve into Facebook’s “Pages to Watch” section as paranoia gets the better of me. Too many questions go unanswered — could Facebook one day inform Page admins of who is watching their page as encouragement to lure them into watching others? Given Facebook’s past with privacy, I’m continuing to hold off in those regards.

I digress.

What Your Competition’s Page Likes Can Tell You

Looking at the page of a competing blog, I was curious to understand why their page had so many more likes than mine. Clicking the “Likes” Tab (i.e. not “Likes” under the Page name) brought me to a page featuring a few insights about those likes. Here’s what this exposes to your competition:

1. Your Most Popular Week: The week when most people were talking about your Page. This includes any of that ever popular “reach” data and includes new Likes.

2. Most Popular City: The city where most people are talking about this Page.

3. Most Popular Age Group: Age demographic information on people talking about the Page.

4. Most Visited Week: The week during which the highest number of people checked in at that location.

And a few other items…

Analyzing The Competition

Now here’s where things get interesting. In questioning why this competitor had so many more likes that my Page, I noticed something astonishing and potentially quite revealing. Their most popular city was not just out of the country, it was from a place highly unlikely to generate that much discussion on the topic in question. My conclusion: It is highly probable the Page purchased these likes thus generating wildly skewed and somewhat deceiving results.

Another insight that led me to this deduction was the page’s engagement. Despite having a similar amount of posts, engagement too is fairly similar. This tells me that a much smaller percentage of people are engaging with their Page in comparison to mine.

Changes Over Time

A few weeks have passed and I’ve kept an eye on things. From South Africa to India, their “Most Popular City” eventually returned to the states.

This tells me a few things. First, maybe they didn’t buy their Likes; maybe they just aren’t influencing their target demographic. This is entirely possible, based on a review of their wall. Or maybe they’re posts have poor timing.

Either way, it’s not good.

More Harm Than Good

Facebook’s EdgeRank algorithm tells the company how relevant content is to a viewer and dictates what shows up in fan feeds. Buying a slew of likes, then, may do more harm in a Page’s ability to show up in a feed. But that’s not all…

As Google and other search engines start placing more and more social proof into their page ranking consideration, seeing irrelevant Likes from overseas is likely to go the route of link building via guest blogging: Quality guest blogging is OK but guest blogging for SEO sake is not. Don’t be surprised if social proof re: Likes goes the same route in the very near future.

For further reading, check out this article by Jon Loomer on why you shouldn’t buy Likes.

The Top 5 Instagram Photos of My Cat in 2013

Thundercleese Fang Yawn

Alright. It’s been a while since I’ve posted anything here, and for good reason. I’ve been busy at my new job with Vaughan Premier and Lights for All Occasions.

So, since it’s the holidays and I’d like to share something with you, here are a bunch of photos of my cat Thundercleese. The top 5 photos I’ve posted on Instagram in 2013.

Need I say more?

#5. The “Lights Out”

#4. The “Beached Whale”

#3. The “Cuddlez Plz!”

#2. The “I’m Too Sexy for my Fat”

#1. Totally Adorable.

On Google’s Hummingbird Update

Hummingbird by fortherock on Flickr

It almost seems like old news, or maybe news that wasn’t: about a month ago Google sneakily rolled out its latest algorithm and search infrastructure update. Last week they announced the occurrence at their 15th anniversary — the update has been dubbed Hummingbird.

MOZ SEO put together a quite in-depth article on the event and subsequent chatter that inevitably takes place after such a release in an article simply titled Hummingbird Unleashed. One statement in particular stood out to me:

We should stop focusing only on keyword optimization and start thinking about topical optimization. This obliges us to think about great content, and not just about “content.” Things like “SEO copywriting” will end up being the same as “amazing copywriting.” (…) If Hummingbird is a giant step toward Semantic SEO, then as SEOs, our job “is not about optimizing for strings, or for things, but for the connections between things,”

Within SEO, to me, there has always been a strong correlation between a few simple, common sense items and the production of good, quality content. Certainly, other, more complex items exist and are given weight — solid inbound links, site load time, certain elements of site build, etc. — but a page without quality, useful content is an irrelevant page.

Reading between the lines in the MOZ article, I see Google doing a few things.

Google and Conversational Search

First, and the article states this: Search is becoming more conversational, with results digging into the meaning and “semantics” behind the string. What this says to me is that posts, too, must become more conversational.

From a content standpoint, it’s become even more important to develop a solid voice.

SEO vs. Content Strategy

I have always felt there is a strong correlation between content strategy and SEO. This gained appeal, perhaps most notably, after Google’s Panda release.

With Hummingbird, the correlation is even stronger.

The strategy behind building links to generate authority, increasing a page’s social capabilities, and creating quality content is becoming more and more important with each newly released algorithm update.

Be A Follower

By far, the best thing you can do is read. I’m not sure where I first heard it, or even whether or not it’s a well-known statement:

In order to be a great leader, one must first learn to follow.

But even if you are a leader in this particular area of expertise, it’s always a good idea to see what others are doing and saying. Here are a few blogs I strongly recommend following on the topics of SEO and Content Strategy:

Copyblogger: This blog features regular posts by a variety of writers on topics relating to content on the web. From content strategy to SEO copywriting to email marketing, Copyblogger is a must-read for anyone who creates online content.

SEO MOZ: The Moz Blog is a great resource when it comes to staying up-to-date on all things related to SEO. The blog is a bit more on the technical and scientific side of SEO, so be prepared for that if you’re more on the creative side of things.

A few other notables in search, content strategy and social that I recommend are , Mashable and ReadWrite.

Above photo by fortherock on Flickr.

A Constant Reminder, A Little “Thank You”

Office Appreciation

As you enter the break room on the ground level of Vaughan Premier, in the inner corner of the warehouse for Lights for All Occasions, Little Bright Lights, Décor for All Occasions and an assortment of other e-commerce sites, you are greeted with a message.

It reads as follows:

“I cannot say it too many times
You are the best”

It is a resonating message, one that provides a constant reminder that it’s not just doing a great job for awesome customers that make a place great, it’s the people: the people that package the items that ship out of here each and every day, the people in customer service who take customer calls, the people who ensure that the products and service we provide is top notch day in and day out.

As I looked at this sign on my first day, it made me smile. I snapped the above photo as a memento; a mantra to remember how Vaughan Premier has some amazing people. On my first day, it made me very excited to get to know them.

Content Marketing in 2014


First: A Career Move

The cat’s out of the bag. I am leaving my current employer and will be joining Vaughan Premier, parent of Lights for All Occasions and several other e-commerce sites, as Marketing Manager in just over a week’s time.

While I’m sad to trade a 1.5 mile bike/walk commute for a thirty-mile drive one, I am looking forward to spending my time focusing on strategic marketing initiatives and heading up an in-house marketing team. Things I won’t miss: time entries and sorting through 100+ emails per day.

What will I be doing?

Big picture marketing strategy. However, one area I am truly excited to focus my efforts is developing and implementing integrated content marketing strategies. And, to throw another buzz word in the mix, working with the CFO (who’s an analytics guru) to use big data to target these strategies.

Earlier in the week, iMediaConnection posted an article about social media and online marketing trends for 2014.

The first one, content marketing, caught my attention:

…top B2B content marketing strategies are articles on a company’s website, social media, e-newsletters, case studies, videos and articles on other websites. Marketing to the masses is becoming passé – it’s more effective to produce engaging content designed for specific audiences.

I must say, I’m a bit passionate about content marketing. That’s to say I’m a bit passionate about CREATING strategic, targeted content with a purpose: achieving an end goal, something qualitative or quantitative, that impacts the bottom line for a business.

This is an area I am sure will dominate my time at Vaughan. Blog posts, e-mail marketing, YouTube videos, social media. Maybe even some blogger outreach. And I can’t wait to join the team and get started.

On to 2014 and Content Marketing

Jayson DeMers, SEO and online marketing guru and Forbes contributor, is the author of Forbes article “The Top 7 Online Marketing Trends That Will Dominate 2014”.

In at number one, he notes “Content Marketing Will be Bigger Than Ever.”

Content marketing is a great way to demonstrate expertise in a field, relay knowledge about a subject, develop an audience and/or fan-base, and spread the word about your company. This is achieved through strategically generated and targeted content development.

Alright, that sounds a lot more technical and difficult than it should.

Think of it as crafting and spreading a core message across many channels. Essentially, it’s integrated marketing and communication, focused on the online world.

Let’s use a real world example. Say your goal is to increase sales of a group of products (in this case we’ll call them “Halloween Units”) by x percent this year. What do you do? Something like this:

Website Content & Blog Posts

Create a blog post (or posts) highlighting the product. This could be in the form of a list of hot-selling Halloween Units, an instructional post on how Halloween Units can make the day special for family, or something else that’s catchy, targeted, and interesting to the target audience. Above all, make the content useful and engaging to the target audience.


Film videos showing off Halloween Units and post them to YouTube. Again, the strategy is in the idea behind the videos: make them interesting, make them funny, and just as important as the content… use appropriate keywords and titles! If you’re new to this arena, making videos for videos sake may be alright to get your feet wet. But you’ll want to quickly move on to making strategic, useful videos that people will actually want to watch, and better yet share!


Take a few eye-catching photos, post ’em on Instagram and pin ’em on Pinterest. Number three on DeMers list is “Image-Centric Content Will Rule.” This is a no-brainer as photos have dominated social media for well over a year now. It’s what made Pinterest huge and led Facebook to purchase Instagram. Use striking photography to your advantage. And, again, title and tag it appropriately!

Blogger Outreach

Reach out to bloggers that may be interested in reviewing one of the products. Thanks to FensePost, I am on the receiving end of blogger outreach. Bloggers love free things; it’s one reason we blog. And getting through to the right blogger can help grow your audience by reaching theirs. This one is a bit trickier as it’s more a publicity/PR role, and therefore must be managed as such.

Social Media

Share all of the above across your other social media presences. That’s what integrated marketing is all about: a consistent message dispersed across multiple communication channels. If you’re already in multiple areas, why not take advantage of it!? And, of course, the opportunities extend beyond sharing from contests and coupons to strategically developed themed posts.

You’ll want to develop a social media calendar to manage all of this (that’s a post for another day).

For now, the above can act as a launching point to get your creative content juices flowing.

That Moment When…

…you take off your socks after a busy day, and a sense of relaxation causes a ripple of shivers to cascade up your body. That is the best.

…you ride your first 20-mile bike ride in a month, snap a few great shots of the beautiful rural landscape, and have that good soreness when you get home. That is also the best.

Here’s one of the shots, from Rexville:

Rexville by Bike

Keep an Eye on Gmail’s New Promotion Tab

Gmail recently announced and launched inbox tabs; it has been a core topic for email marketers of late.

There are three standard inbox tabs: Primary, Social and Promotions. The final one is where email marketers have focused the discussion, and for good reason. It poses many questions:

• Will this tab simply be a forgotten receptacle for promotional-based emails?
• Could companies ultimately benefit in the long-run from the Promotion tab?
• How will this change affect open rates, click rates, and ROI?

These questions and more are being discussed. What remains consistent throughout, however, is a recommendation to inform email list subscribers of the changes and give them a choice (i.e. show them how) about where to house your emails.

But what is the impact of these changes? Mailchimp’s Matthew Grove took a look.

By the Numbers: Mailchimp Reports on Gmail’s Promotion Tab and Open Rates

Late last month, Mailchimp gave us a rundown on how the new Tabs are affecting open rates.

Like any good analyst, Grove took a large sample against which to compare the changes. By extracting Gmail delivery rates from the past year and a half, he compared it to data since the launch of the Promotions Tab.

Grove notes the possibilities of error in his finding, rightfully stating that there are not only hourly but seasonal trends in delivery and open rates. He compensates for this error by using data from 1.5 billion emails.

Here are his findings (again, courtesy Grove and Mailchimp):

Mailchimp Chart: Gmail Promotion Tab Impact on Open Rates

And here’s what he had to say about them:

Before the tabbed layout, open rates to Gmail had been above 13% for 15 weeks. They never dipped below that threshold unless there was a specific holiday. For instance, weekday opens for Gmail fell to 12.5% on the week of Valentine’s day. Open rates between Christmas and New Years are an abysmal 10.5%… open rates (have since) stayed down for 3 consecutive weeks.

A few percentage points drop is notable, but Grove isn’t too concerned yet — still, you can sure bet he and everyone else in email marketing will be keeping his/their eyes on the numbers.

The article was updated on August 1, and he reiterates what everyone else is saying:

I’ve tested something like fifty configurations of headers, content, and authentication and I’ve come to one conclusion. The best way to get into the Primary tab is to have your subscribers put you there.

How to clear Gmail Contacts for Your Primary Inbox

This is what email marketers are focusing on of late: how to clear Gmail contacts for display in Gmail’s Primary Inbox.

If you are unfamiliar with how this works, I’ll tell you:

Gmail Tabs

When in the Gmail Promotion Tab, drag the email you wish to clear up to the Primary Tab and release. This will move the email and prompt you with the following message:

Move Email to Primary Inbox in Gmail

Click “Yes” and all future messages from that email address will arrive in your Primary Inbox.

It works the other way as well. Dragging a message from your Primary Inbox to Social, Promotions, or a custom tab will prompt you to store all future messages in the new location.

How to Customize Your Gmail Inbox Tabs

I for one like the new Tabbed Inboxes. For one who gets a large quantity of messages, it makes the organization and management of your Inbox all the easier. You can add other template Inboxes and remove ones you don’t use. Here’s how:

Gmail Tabs

Revisiting the earlier image (above), select the plus sign at far right when in any Gmail Tab. This brings up the following box:

Editing Gmail Tab Options

Deselect the Tabs you don’t want to see and select the ones you want. It’s as simple as that.

While I like the flexibility of the new Tab feature, I would love to see Gmail take it one step further and allow for customization, reclassification and renaming.

Summing Things Up

So what’s the conclusion? The same as it has always been.

1. Supplement your email marketing by integrating it with other outreach methods: direct mail, social media, whatever makes sense for your business and — more importantly — your customers/audience. Maintain consistency in your branding and messaging; integrating your outreach will increase brand recognition and message recall in those who see it through multiple tools and tactics.

2. Make it meaty: ensure the content you distribute is high quality, engaging, enticing and has a viable call to action. Stories, images: these are both great to include in your outreach. You want your readers to remember you, so make sure your messaging is memorable.

Convert Energy into Mobility // Praise the Light

Design Chat: August 8, 2013

Every month or so, the firm at which I work hosts a lunchtime event with our architect firm friends down the street. We call it Design Chat, and it brings together nearly a dozen design-minded individuals with a passion for aesthetics, sustainability and progress.

As we haven’t really done one of these in a while, we revisited an old theme: Good Design.

Items presented have included everything from graphic design to architecture and product design to industrial design. I chose the bicycle, and the following is what I presented, in blog form with minimal words.


“The bicycle is a tremendously efficient means of transportation.


It is more efficient than any other method of travel–including walking!
A bicycle can be up to 5 times more efficient than walking.”

(Source: The Physics of Cycling.)

Skagit County has some of the most beautiful roads I have ever traveled by bike. Design Chat has also given attendees a chance to share art, photographs, and personal experiences related to design or not.

The Project: 1972 (or 1974) Schwinn Varsity

Next, I talked about my current project, an early 1970s Schwinn Varsity, which I have disassembled and am now stripping of paint. It will be rebuilt as an elegant, flat black cycle with white-wall tires and plenty of shiny chrome. The plan is to fit it with a Brooks saddle, and I’m still debating whether to make it a freewheel single speed or multi-speed.


The Goal

Growing the Revolution: Mission Bicycle

I follow a small handful of bicycle makers. There is Fast Boy Cycles in NYC and — my favorite — Mission Bicycle in San Francisco.

What They Do

• Make lightweight hand-made cycles.
• Custom built to order, one at a time.
• Built for city riding.

Their Products

One reason I am such a fan of Mission Bicycle is due to their Instagram account. They take fabulous photographs of their products, of which I noted above are all custom made to order.


A Different Revolution: Revolights

Revolights are a revolutionary new bicycle light that mounts to the front and rear wheels. Not only does it light your path forward and back, it provides adequate adjacent lighting to give you greater visibility to other riders and drivers at night.

I am fascinated with this product and would love to install it on one of my future cycles.

Revolights™. Now landed. from revolights on Vimeo.