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Exposure to Closure - by Stephen Sadler

Exposure to Closure - by Stephen Sadler

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Social media marketing, pay per click, Twitter, Facebook, LinkedIn, search engine optimization…what does it all mean and why should you even care?

We all know that the economic meltdown of 2009 was tough to deal with for everyone. Even the seemingly invincible banking and insurance sector was almost brought to its knees. What was also interesting and not so highly publicized was how the recession also affected the marketing sector.

Many large marketing firms, especially here in the Detroit Metropolitan area are now gone. It’s not very often you see large marketing firms just close up shop, especially when marketing is so important to gaining exposure for new products and services.

Global competition is tough, so is it possible that companies can no longer afford expensive multi-million dollar marketing and ad campaigns? What about smaller companies, can they even afford to pop $10-25k on traditional marketing techniques every year?

So what if expensive old school marketing is partly responsible for the continued recession due to our inability to cost-effectively compete?
As with everything problematic, necessity is the mother of invention and on the forefront of our recovery is Social Media Marketing.

Living in Michigan for the last 15 years, I know many people that have been laid off and are starting new businesses. So I wanted to help by giving new entrepreneurs a few tips and tools to help them succeed in today’s rapidly changing hi-tech world.

I was always fascinated by how Jesus taught through real life stories called parables. I wrote this book in story format so you will experience firsthand how my wife and I started a business, and successfully and cost-effectively marketed a product even in the most trying of times. The story starts back in 1983 and includes the 2003 inception and growth of Scate Technologies, Inc., the launch and continued success of Scate’s popular social media technology Scate Ignite,, and

I hope you enjoy it.

Stephen Sadler

Thursday, 10 June 2010 5:22PM

by, Matt Roush

Orion Township-based Scate Technologies Inc. plans to introduce new automated marketing technology next week called BuzTweet.

Its ambitions are anything but modest — to become a serious competitor to Google AdWords.

Like most of Scate’s products, BuzTweet started out as a service that Scate had provided to a couple of customers.

Essentially, BuzTweet provides a simple, automatic way to send out regular tweets on the Twitter social media Web site touting a company’s products and services, events, or anything else a user might have in mind.

A user enters the BuzTweet Web site, picks out which of their social media lists they’d like to send messages to, and then uploads a database of phrases that can be turned into tweets. (The tweets can also be entered manually.) The user then describes how frequently they’d like the tweets to go out, and for how long. Users can set up multiple campaigns with multiple messages to multiple lists.

The service costs 5 cents a tweet at first, with volume discounts down to a minimum price of 2 cents a tweet.

The company will set a maximum price for the service of $450 a campaign per month. Scate CEO Steve Sadler said the company’s internal research shows that in terms of clickthroughs and impressions, that $450 buys as much exposure as a $2,000-a-month Google AdWords campaign.

This is hardly the first time Scate has entered a new business. The company’s predecessor was formed a decade ago by Laurie Sadler, Steve Sadler’s wife, as a training company.

“We had a bunch of content for training CATIA and a couple of classrooms,” Sadler said. “Along comes 9-11 and people stopped coming to classrooms, so we had a choice — restructure, start a new business to get the content to people through the Web, or go out of business. We decided to hire a bunch of Flash developers and turn that content into online training.”

But within a few months, Sadler said Scate grew frustrated with the available tools to create online training courses, “so we wound up building our own tools to do things quicker.” One customer asked Sadler how he put together such cool training courses and presentations so quickly, and Sadler showed him the company’s internal content management system. “He said, “I want to buy that,'” Sadler said. “I said, ‘We don’t sell it.’ Well, very shortly a light bulb went on and we became a software development company.”

Scate Ignite — the company’s multimedia presentation development system, now in its fourth iteration and soon to be in its fifth — went on sale in late 2005, initially as a DVD. Now it’s sold online. Basically it takes screenshots, screen recordings, quizzes, tests, Web content, video and more and creates seamless presentations out of that content. Its customer base covers every continent except Antarctica and includes such corporate giants as Blue Cross and Blue Shield, Coca-Cola, Chrysler and Johnson Controls.

Scate managed that despite having a sales force of only a couple of people by marketing online.

“We’ve always tried to figure out how to get more exposure,” Sadler said. “We changed our Web site five or six times with no success. We tried search engine optimization, with little success. Google AdWords comes along and we start pumping large amounts of money into Google AdWords, $5,000 or $10,000 a month. Well, it gets you a lot of clicks, but it doesn’t get you a lot of sales. And when you have a price point like ours, $50 for standard and $299 for the professional version, to make your $5,000 to $10,000 back you had to sell a lot of copies, and that wasn’t getting it.”

Then along comes social media — which Scate’s culture adapted to right away, given the mashup nature of its core product.

“We came up with a list of 150 things Scate Ignite did that related to social media, and we came up with 150 landing pages or microsites for each one,” Sadler said.

But how to get people to them? Well, when it comes to social media, Sadler said, “LinkedIn is your Rolodex on the Web. Groups are good, but we never really got a lot of business from it. Facebook is good, but definitely geared towards friends and family. Twitter is geared around everybody you don’t know, and from a business perspective, that’s who you sell to.”

Sadler called Twitter “the inverse of e-mail. E-mail is seen as spam, it’s unsolicited. When you’re dealing with Twitter, you’re sending messages out to your own account, and if somebody doesn’t want to follow you that’s their choice.”

However, keeping a Twitter account about the business is a time-consuming task.

“I have a lot to say, but I can’t spend all day tweeting — I’ve got to work,” Sadler said. “But this little program allows me to very quickly create tweets that are different, and set them up on a frequency for delivery.”

Scate uses BuzTweet’s automatic functions to combine such introductory phrases as “Scate clients are using Ignite to” or “We’re having fun” with functions of the company’s software, such as “creating videos for Facebook,” with a shortened link to the appropriate landing page.

But Sadler, CTO Jeff Holth and vice president of sales Gary Gozdor fully expect BuzTweet’s users to put the software to work in ways they never intended. Such creativity, they said, is the true miracle of the Internet.

BuzTweet will be launching Monday at To get access to a Webinar set for 2 p.m. Tuesday that will discuss the new technology, e-mail or call (248) 371-0315, ext. 3.

Holth also pointed out that “everything we make here at Scate is made right here in Oakland County by people from Michigan, mostly Oakland University students — it’s unbelievable how good they are.”

Scate is also offering a free service called that ports pictures, video and screen captures to a Twitter feed. For an example, check out

More at,,, or

link to article at GLITR CBS

MMX WWJ Radio, All Rights Reserved.

On March 19, 2010 Stephen Sadler was nominated for the 2010 Ernst and Young Entrepreneur of Year.

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SCATE Technologies, Inc. Chosen From Over 1200 Nominees

(Orion, MI – October 19, 2009) After a rigorous selection process involving a combination of public opinion polls and an experienced panel of industry judges, SCATE Technologies, Inc. (SCATE) proudly announced today that it has been chosen to receive a “TiE Midwest 20” award for excellence in the Software category. SCATE will receive the award at a dinner ceremony to be held Friday, October 23 at the Ritz Carlton in Dearborn, Michigan in conjunction with the TiECON 2009 Midwest conference.

Since 2001, SCATE Technologies, Inc. has built many industry leading applications in the fields of web 2.0, desktop, social networking, engineering, eLearning and others. Additionally, SCATE develops world class custom programs, applications and search engine-optimized (SEO) websites for its global customer base. SCATE has also created a portfolio of its own products and web services including Scate Ignite 4,,,,, and which are in use in over 100 countries and by some of the largest companies in the world.

The TiE Midwest 20 award acknowledges excellence among 20 startups within five industry tracks including Software, Wireless, Cleantech, Media and Life Sciences. TiECon 2009 Midwest is Michigan’s largest entrepreneurial conference, attracting hundreds of entrepreneurs, venture capitalists and other professionals. This year TiECon 2009 Midwest is being held on Oct 23-24, 2009 at The Ritz- Carlton, Dearborn with well known keynote speakers.

“We are very proud of the work we have done for our customers, and we will graciously accept this award on their behalf” said SCATE President and CEO Steve Sadler. “TiECON 2009 Midwest is destined to be a great event this year and we look forward to meeting with our peers and other industry experts at the conference” he added.

For more information on Scate Technologies, Inc., visit For more information on the TiECON 2009 Midwest conference, visit

ScreenTweet, ScoutTweet, mySplake, Multi-Vector Vision, Scate and IgniteCAST are registered service marks of Scate® Technologies, Inc. Ignite is a registered trademark of Scate® Technologies, Inc. The Ignite Flame logo, “Ignitables”, “Capture, Enhance, Publish, Share” and “You Know – You Show” are trademarks of Scate® Technologies, Inc. All other trademarks are the property of their respective owners.

Scate® Technologies, Inc. – 40 Engelwood Dr. – Suite B – Orion, MI 48359 USA- 248.371.0315

Shares Photos, Screenshots and Media on Twitter

Scate just launched Screentweet / beta located at ScreenTweet shares pictures, screen shots,  and other media on Twitter “FREE”. What do think?

I was fortunate to be featured by WWJ 950 and Lawrence Technological University as a Leader & Innovator today.  Not sure how long the link will be up but here it is:

Brings Software, Web, Graphics, Video, Web Marketing and eLearning Ideas to Life!

(Orion, MI – March 12, 2009) Scate Technologies, Inc. (Scate) has announced that it has expanded its custom desktop software and web application development division. The group offers a wide array of services that can build projects from the ground up, or help to finish projects already under way.

The Michigan-based development team possesses strong expertise in Web 2.0 social media technology, desktop multi-media applications, e-commerce, eLearning and many others. Scate-developed applications are currently deployed globally in industries such as Sports and Entertainment, Social Media Networking, Engineering, Manufacturing and Quality, Education and Knowledge, Human Resources, Marketing, Medical and more. Visit for a complete list of projects and customers including links to production applications.

“Our expertise is highly valued by our current customers, and we have a strong, mature portfolio of products, staff and infrastructure that are all well equipped to support new projects.” said Stephen Sadler, Scate CEO and President. “This offers us a fantastic opportunity to extend our expertise to additional customers who wish to work with an experienced global development company based right here in southeast Michigan” he added.

Scate provides complete development teams to design, develop and project manage the build of your software or media technology. Scate has been developing desktop, web, mobile and client / server applications for corporations and the commercial market since 2001, and has extensive development capabilities in the following areas:

Windows / Mac OS / Linux / Mobile applications, web applications, project management and online tracking/collaboration, user interface design and process storyboarding, logic and programming, testing, quality control and bug tracking, graphic design and video production, 3D modeling and animation, voice narration and podcasting, web marketing and search engine optimization (SEO), eLearning – instructional system design as well as global patent and trademark consulting.

Examples of Scate’s work, contact information and customer lists can be found at

Scate is a registered service mark of Scate® Technologies, Inc. All other trademarks are the property of their respective owners.

Scate® Technologies, Inc. – 40 Engelwood Dr. – Suite B – Orion, MI 48359 USA- 248.371.0315

New Options for iPod, YouTube, Podcasting, Facebook, MySpace and Dozens More

ORION, Mich.–(BUSINESS WIRE)–Scate Technologies, Inc. (Scate) has officially released a FREE update for its popular Scate Ignite 4 social media creation software with publishing options for dozens of social media sites and devices. Scate Ignite 4.3 users can now transform their multi-media content for iPod, YouTube, podcasts, Facebook, MySpace, Sony PlayStation Portable (PSP), Blackberry, Treo, Windows Media Player, QuickTime and many more.

Scate Ignite 4.3 makes it easier than ever for anyone to transform media content, such as screenshots, movies, PowerPoint slides, images, text and audio into seamless presentations, videos and courses. New single file output options include .FLV, .MP4, .WMV, .AVI and .3GP. Scate Ignite 4.3 continues to provide publish options for websites, email, SCORM 1.2 / 2004 learning management systems (LMS), CD-ROM and print.

Scate’s own free media sharing website ( has also been updated to support podcast syndication, blog posting, message board embedding and desktop sidebars. A small sample of the new sharing options includes iTunes, iTunes Store, iTunes U, iGoogle, WordPress, Blogger, TypePad, Orkut, Friendster, Twitter, Bebo, Tagged, Xanga, Live Spaces, Windows Vista Sidebar, Yahoo Widgets and many others.

“Social networking platforms are fast becoming a standard for sharing knowledge, media and information,” said Scate CTO Jeff Holth. “Our customers want to be able to transform and share their content on almost any platform, site or mobile device that they wish, and Scate Ignite 4.3 delivers exactly that.”

For more information, please visit, or email Scate at Current Ignite 4.x users should click on Tools / Check for Updates in Ignite 4 to obtain the free update or email

Scate and IgniteCAST are registered service marks of Scate® Technologies, Inc. Ignite is a registered trademark of Scate® Technologies, Inc. The Ignite Flame logo, “Ignitables”, “Capture, Enhance, Publish, Share” and “You Know – You Show” are trademarks of Scate® Technologies, Inc. All other trademarks are the property of their respective owners.


Scate Technologies
Press Relations, 248-371-0315 Ext. 3