Advertising and Marketing


Friday, February 3rd, 2012

Social media—What It Is and Isn’t

By Jody Seivert

All things being equal, social media is a relatively new phenomenon that many people (especially anyone older than 50) are still trying to figure out. For as much business as it has created for some, it has created high anxiety for others who don’t understand its value and how to use it effectively. They also don’t quite get what it doesn’t do, especially as a replacement to traditional marketing.

What it is….

1. A formidable way to quickly inform those who “follow you” of your most recent promotions, new findings and perspectives, and information that you want to pass through you and on to your readers.

2. Here to stay. We have just scratched the surface of how this tool can keep us informed and connected.

3. A challenge to learn how to use and to manage. As someone older than 50, I really didn’t want to spend my time posting blogs and researching sites when that time is better spent speaking, consulting/training, coaching, or actually writing new blogs (in short, making money). So I hired someone to do it for me. Find someone to do this for you, someone who is dedicated to learning this vehicle and being a valued member of your team. It is money very well spent.

I started using Facebook about a couple of years ago—well, I got a FB page. About the same time I updated my website (which is due to be updated again, and changed from traditional website architecture format to a blog format), and I started a blog. My website was static and most readers didn’t venture beyond the home page. I had a blog that I had personally posted a couple of articles to but not much more than that.

In January of 2011, I posted an ad in Craigslist for a social media assistant and I found ‘Jr.’ who has been a Godsend. He linked all of my stuff—FB, Twitter (which I don’t use much), my blog and my website—and connected it to my Blackberry so I can view and post as needed. I have a personal FB page with a One by One page connected to it, to which blogs are posted weekly. I also send blogs via Constant Contact email blasts—and I do all of this weekly. I write the content, take the photos and then I email it all to Jr. to format and post. He also updated and linked all of my databases and segmented them so that I can write blogs for specific audiences—retailers, to the trade showrooms and salespeople, interior designers and business owners. I rework a blog so that it applies to the different segments and that makes my writing efficient. I now have 3,000 weekly subscribers and that number keeps climbing as I add to my database and to my email blasts via Constant Contact. My objective in 2011 was visibility—to get on and get back on the radars of people I want to work with. And I use all of these vehicles to post new programs and products (as well as YouTube) that I regularly create. While my average sale is lower this year, my number of clients and my overall revenues are up and consistent… which is good.

What it isn’t…

1. The single solution to your marketing plan, but rather an important piece of it.

2. Free advertising—your readers will get tired of you only selling stuff, so offer them information and opportunities that would be of interest to them.

3. A replacement for gracious, human touch. Social media does not replace a handwritten thank you note or a call to find out how someone is doing. It keeps people connected who might not connect otherwise, but it’s not a universal substitute for reaching out and touching someone.

We’re all learning how to use this tool to expand our audience and keep ourselves visible to those we most want to reach. I would rather remain the talent or the product in the discussion and leave the execution to someone who really loves to do it, but that’s just me. Regardless of how you engage, it’s imperative that you engage, and know that there is help to assist you however you want to do it.

All things being equal, social media is a relatively new phenomenon that many people (especially anyone older than 50) are still trying to figure out. For as much business as it has created for some, it has created high anxiety for others who don’t understand its value and how to use it effectively. They also don’t quite get what it doesn’t do, especially as a replacement to traditional marketing.

Jody is honored to be speaking on this subject at the Home Furnishings Industry Conference in Palm Springs in May 2012. By then she’ll have new anecdotes, applications and research information to share with you. See you there!

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Friday, February 3rd, 2012

12 Ways to be Likeable on Facebook

Okay. You have signed up for Facebook. Created your Facebook page. Now what? I mean people all say getting Fans is the easy part. There are over 800 million people on Facebook. It can’t be that difficult, can it?

Scratch that. It’s really difficult. You’re competing with a lot of other businesses in the social media marketplace. Facebook recently announced that there are now more than 3 million active business pages on Facebook, and the average user becomes a fan of four pages every month.

With that many business pages and more and more users joining Facebook everyday, can you really afford not to join the Facebook game and truly become likable?

Do I have you convinced to create a business page yet? Okay good! First off, don’t let anyone ever tell you that it’s all about getting people to press that “like” button. Now, don’t get me wrong, gaining a Fan is a vital part of Facebook and the success of your page. However, you own a furniture store for one reason and one reason only, to sell furniture.

Of course you want your Facebook marketing and communication campaign to be successful, but first you’ve got to be likeable! Below are the top-12 ways to generate more likes, clicks and fan interaction to build a powerful sales channel for your business:

1. Use a Landing Tab to Offer a Compelling Reason for People to “Like” You

When first-time visitors go to your fan page, they will initially see your Wall. That is unless you create a landing tab with one of your Facebook promotional apps.

Make your sweepstakes, share and save or fan coupon offer your landing tab and use it to offer potential fans an incentive or discount. Show them why they should “like” your page and what’s in it for them.

2. Share Pictures

A picture is worth a thousand words. In fact, 800 million Facebook users share their pictures with their friends on a daily basis. So why shouldn’t you?

Share your pictures of customers, products, staff plus more and watch your fans comment on your store’s unique flair.

3. Make and Share Videos

If a picture’s worth a thousand words, a video is worth 10,000. Upload your 30 and 60-second TV spots or even create your own, sharing insights and interviews. Mobile phones make it easy to create videos showing you having fun with staff, customers and partners.

4. Give Away Value

People respond well to quality information and freebies. Use different Facebook apps to offer your fans plenty of value (coupons, sweepstakes, interactive pages, etc.). Plus, it’s simple to provide information by sharing links to articles, podcasts, white papers, and webinars.

Potential customers will remember you and react positively to the expertise and value you can provide. You’ll become their “go-to source” for help and advice.

5. Respond to Negative Comments

There’s a temptation to delete negative remarks or complaints from your Facebook page but if you delete someone’s comments, they will only get louder somewhere else.

The two most important words in Facebook marketing are “I’m sorry”. Mistakes happen, so apologize, fix the problem and turn that complainer into a fan.

6. Respond to the Positive Comments, too

A heartfelt “Thank you” goes a long way too. Make “Thank you” your two next most-important words.

Don’t pass up the chance to encourage a fan who posts something nice on your Facebook page. Give them opportunities to spread the good word about their experience, and thank them sincerely. Get creative with this; there are hundreds of ways to show your appreciation with some personality.

7. Surprise and Delight

Elements of surprise and delight have always been a tenet of good business. But on Facebook, it’s even more important to surprise and delight fans since 800 million people are watching.

Consider giving away free stuff. Reward people randomly and have fun with your fans.

8. Ask Questions

Facebook is the world’s largest focus group. You can ask questions and get plenty of valuable feedback about your product or services, and opportunities or challenges. People want to know that you care about their opinion.

Consider this—it’s more important to be interested than interesting in the world of Facebook. Questions are the best way to generate comments, which will improve your pages, your rank and enable you to show up in more of your fans’ news feeds.

9. Share Stories

People love stories. Talk about how your company got started, an interesting customer or staff member, charity or community involvement. Keep the stories short and simple, and use multimedia.

10.  Be Honest and Transparent

Honesty and authenticity go a long way. Don’t be afraid to be honest with fans. They’ll appreciate the authenticity—and even vulnerability—that accompanies it.

Share what’s going on in your store. Fans will respect it and respond.

11.  Be Short, Sweet and Conversational

Talk to your business’ fans the same way you’d talk to your friends. Short, informal statements and questions generate a lot more engagement than longer posts. You can use up to 420 characters in each Facebook post, but try to keep it to 140 or fewer.

 12. Don’t Sell

Make it easy and compelling for your customers to buy your products. If you’ve set a precedent of quality fan interaction—by listening to them, creating value and educating them about your business through storytelling—then they’ll use your products and services when their needs must be fulfilled. Better yet, when their friends have similar needs, you’ll be the one they “like” and recommend.

Kevin is co-owner of R&A Marketing, a full service traditional and digital marketing company in Columbus, Ohio, which services clients ranging from $500k to $150 million in top line sales from coast-to-coast. For more information, contact Kevin at kevin@ramarketing.com or visit www.ramarketing.com.

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Friday, February 3rd, 2012

Past, Present & Future: The QR Code

QR code marketing has been adapted by businesses around the world with ease and excitement. Along with social media, the new deal phenomenon and flash sale sites; mobile marketing is changing the way we sell goods and services. But before all of these innovative game changers surfaced, the business landscape looked much different.

For those of you who are new to QR codes, the QR stands for ‘Quick Response’. To scan a QR code you must use a QR reader application (which are free) on your smartphone. Open the application and scan the code just like you would take a picture. Once scanned, your phone will display a message, take you to a URL or something else, depending on what the code is being used for. Often these codes are black and white, but now can be any color. You’ll see examples of a few to the left; I suggest you scan them if you have a smartphone to test out this technology.

Now, “back when I was kid”, tech companies were strategizing how to get in front of businessmen, families and qualifying individuals to buy a machine that sat on a desk, plugged into the wall, turned on, dialed up and allowed you to talk to others across the world. We no longer had to hand-write a letter. We didn’t even have to pick up the phone anymore—the Internet completely changed the way we communicated with others.

Businesses had to adapt, figuring out how these tools could speed up their processes, produce more for less money and increase their exposure, now online and in the physical world. Marketing changed. We started building websites for our businesses, buying online banner ads, creating email addresses and trying to collect email addresses to digitally send marketing communications.

Now, a business can create a black and white (or red, yellow, blue, rainbow) code in seconds that is filled with a message to their customers. It’s a real-world hyperlink that takes you to a video, website, Facebook Fan page, product information, special savings code, phone number, email address and more. Then, you display it wherever you’d like it to be—in the window, at the cash register, on a t-shirt, sticker, hat, sign, postcard, building—anywhere!

More consumers are becoming familiar with this technology, especially with the help of big brands. This Easter, Old Navy hosted its first ever Old Navy Crazy Code Egg Hunt, where shoppers could scan up to 15 different codes within stores and could win a cash prize of $5,000, $1,000 or a store discount.  Customers could also scan a QR code to be entered to win a grand prize of $50,000! What this meant was customers were going around the store looking for all QR “Egg” signs and scanning with their smartphones. They were spending more time in the store, going into areas of the store they weren’t planning on and talking about it on social networks like Facebook and Twitter. It was a very successful, and fun, campaign for Old Navy.

Chili’s Bar and Grill Restaurant also saw tremendous success in 2011 by adding QR codes to their St. Jude’s Children’s Research Hospital fundraiser event, which they’ve done every year for the past 8 years. Chili’s placed QR codes on their table tents and on walls in one Dallas, Texas store. After scanning a code, patrons received a Thank You note from a St. Jude patient (grab the tissue) and QR codes displayed on Create-A-Pepper coloring sheets linked to the organization’s website, where customers could donate directly. These codes resulted into 291,000 scans and more than $5 million in donations. Now that’s powerful!

Looking into the future, I think we’ll see more social integration and sharing with QR codes, such as liking the code on Facebook and displaying it on our Wall or in a photo album. You’ll see more websites offering better design elements to codes (featuring different clip art, ability to turn logos into codes and feature real life photos as codes). We’ll see more actual products with QR codes directly on them which could include product info, price, a YouTube video about the item, etc.

In the next few years, I wouldn’t be surprised to see digital stores which would display pictures of products with a QR code containing product info, price and a BUY button where you can put the product into your shopping cart, enter payment info and have the product delivered to your home. In fact, this is already happening in South Korea, where one grocery chain, Tesco, was trying to break into a local market to compete with the big guy. They created a virtual store in Subway Stations where consumers would scan and buy while waiting for their train to arrive. Scan the red QR code on page 26 with your smartphone to see a video highlighting Tesco’s use of QR Codes.

The possibilities show us that now more than ever it’s important for independent retailers to drive traffic into their stores and provide value so customers still stop in, versus doing all their shopping virtually. For 2012, I think QR codes will become a larger part of businesses’ marketing approaches as more consumers become familiar with this technology. I hope more small businesses use these tools, as they’re a way to compete with national chains. However, it’s important to plan out the QR strategy. Ensure success by making the campaign easy, shareable, measureable and have a call to action. To create a QR code for your store, check out http://qrstuff.com.

Crystal Vilkaitis is the Director of Social Media for SnapRetail, a Pittsburgh-based company that helps local retailers thrive and compete with national retailers by providing innovative and affordable software and services for buying, promoting and selling gift, home décor and furniture products. Crystal has taught hundreds of retailers how to use Facebook, Twitter, Foursquare, QR codes and other social media tools to bring traffic into their stores and strengthen the relationship with their customers. She has been using social media since early 2007 where she doubled and tripled web sales, increased traffic by over 2700% and was featured in Fast Company’s Most Influential Person Online campaign, ranking in the top 2%. For more information visit http://snapretail.com.

Google Says QR Codes Are Dead
What does that mean?

Last March, before many consumers and retailers even knew about QR codes, Google announced the little square codes as “dead” and on its way out. Instead, Google started to focus on near-field communication (NFC) chips that’s inside some phones and provide an easier way to accomplish many of the same tasks. They replaced all of their Google Places signs that once featured QR codes with NFC-enabled signs.

This new technology allows a person to simply hold a phone near a sign with an NFC chip and have the data wirelessly transmitted into the phone. This is opposed to pointing your phone at a weird looking image, taking a picture of it and then waiting for the page to come up.

So what does it mean when Google says QR codes are dead? With Google being one of the four major technology powerhouses today (along with Facebook, Apple and Amazon), they do have a strong influence on consumers and other businesses. Even though they do have this influence, NFC chip technology has been slow to catch on, and consumers are starting to utilize (and understand) QR codes. Only about 25 phones on the market are now enabled with the NFC chip (the new iPhone 4S decided against using it), which means very few people are actually using the technology at this time.

This battle is likely to continue over the next few years, with either Google’s prediction being correct, or the QR code catching on with consumers. Many think there is room for both types of technology in the world. That being said, marketers shouldn’t just use a code “just because”. It must make sense and be accessible by customers (seriously, whoever thought of putting a QR code on a billboard?!).

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Friday, February 3rd, 2012

Mobile Shopping

Is your website ready for the mobile consumer?
By Jeff Bennett

Take a moment and put yourself in Ms. Jones’s shoes. She just got off work and is riding home on the Los Angeles bus for the next 40 minutes. Making the most of her long commute, Ms. Jones hops on her smartphone and surfs the Web in search of the perfect sofa for her home.

Like one-third of all Americans, Ms. Jones uses her smartphone daily to navigate the Web for quality information on the products and services she plans to buy. Ms. Jones expects a user-friendly Web experience on her smartphone and she won’t hesitate to leave a mobile site that is inaccessible or slow. So as a retailer, ask yourself this: Does your mobile website give Ms. Jones a simple shopping experience? If it doesn’t, consider finding a Web development company that offers practical and accessible websites for the PC, smartphone and tablet.

What Does a Good Mobile Website Look Like for a Retailer?

First things first, an effective mobile site starts before Ms. Jones even lands on it. Since Ms. Jones generally Googles keywords, like ‘furniture’ or ‘sofa in Los Angeles’, your mobile site needs to show up in the top-20 results for Ms. Jones’s keyword search. This is accomplished through search engine optimization, and it includes quality copywriting with the repetition of furniture industry keywords and your geographic location, great product descriptions, website linking and a host of other programming and HTML attributes.

Once Ms. Jones finds your mobile site and clicks on it, it’s vital the site works on the major mobile operating systems. For instance, the mobile site needs to work on all Android and iPhone platforms since a majority of customers use these mobile operating systems—at the moment Blackberry is less important since the Blackberry is used mainly for business purposes, and as a retailer, you’ll notice fewer customers coming to your mobile site on a Blackberry.

As Ms. Jones peruses your mobile site, she’ll demand it performs similar to your actual website. For a mobile site to function similar to an actual website, it must load fast, its products must be easily searchable and they also must be categorized correctly (i.e. sofas in the sofa category, dining room tables in the dining room table category, etc.). Each click on a mobile site matters more since the screen is smaller than a PC’s screen and the load time of each page will be considerably longer. Therefore, if Ms. Jones can’t navigate through your mobile site or it loads slowly, she will leave in lieu of another retailer’s mobile site.

When Ms. Jones finds a product she likes on your site, she’ll want to share it via Facebook, Twitter, email or a text message. Because of this, it’s necessary the products on your mobile site have a share option to allow Ms. Jones to send her friends your big bargain with one click. Plus if you sell online, you may want to consider allowing Ms. Jones to shop on her smartphone.

Finally, it’s important to stay away from certain technologies on a mobile site. Applications such as Flash won’t work on iPhones and iPads and it can confuse Ms. Jones or she may miss important advertising elements if you use them.

Mobile websites are one more way Ms. Jones can find you. And if you’re not using the technology properly, you’re likely missing out on a massive demographic of shoppers waiting to buy your products and services.

This article was written by Jeff Bennett on behalf of Grey Suit Retail. Jeff Bennett is the Director of Client Relations for Grey Suit Retail, the furniture industry’s only SaaS platform that fully integrates a website, an ecommerce shopping cart, email marketing, traditional marketing, blogging, analytics, social media applications and now Craigslist in one simple yet powerful tool that gives you complete control of your online strategy. For more information on quality websites and mobile sites designed to help you sell more furniture, email Grey Suit Retail at sales@greysuitretail.com or call us at (800) 549-9206 ext. 7

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Friday, February 3rd, 2012

Social Media Highlights Home Fashions at High Point Market

A Real Life Use of Social Media in Our Industry
By Cheminne Taylor-Smith

PinterestAt the High Point Market we have a clear strategy for social media. We use it to increase brand awareness, to build a community within the home furnishings world, to provide customer service and respond to feedback, and to quickly circulate information about the Market.

There is also a less tangible, but no less important, reason that we use social media tools—and that’s to create excitement about, and enthusiasm for, the High Point Market. We’ve done that at every recent Market, from a flash mob in the fall of 2010, to viral behind-the-scenes videos in April, to our Style Spotters event last October.

Each of those programs increased traffic to the website (www.highpointmarket.org) and pushed the High Point Market brand, but they also showcased the fun and energy that surrounds each Market Week, which in turn allows us to draw in new retailers and interior designers. It’s a lot of pay-off for very little money.

The Style Spotters program featured a new social media website called Pinterest, now one of the fastest-growing sites online. Pinterest (www.pinterest.com) is a website that lets users organize and share photos on virtual pinboards. It works the way a designer’s “mood board” or inspiration board works—you select photos of things you like, or items that inspire you, and you pin them to your board.

Pinboards can have themes—like food, home decor, fashion—or they can focus on moods like “favorite things,” or “everything blue.” You can also follow other users and show your appreciation for what they’ve chosen by “liking” photos or re-pinning them to your own boards.

The High Point Market recruited home fashion trendsetters to showcase their favorite products and top trends from the October show on Pinterest. The Style Spotters were bloggers and interior designers, and they captured images of their favorite finds as they walk the High Point Market. The trendsetters also presented exhibitors with signs that highlighted the Style Spotter’s name with a QR code and URL for the Pinterest board.

The Style Spotters for October were Meg Biram, Mimi + Meg; Jennifer Brouwer, Jennifer Brouwer Design; Heather Clawson, Habitually Chic; Julieann Covino, Create Girl; Tobi Fairley, Tobi Fairley Interior Design; Lisa Ferguson, Decor Mentor; Wanda Horton, Interior Concepts by Wanda; and Elaine Williamson, Elaine Williamson Designs.

Market attendees also participated in the High Point Market Pinterest event, voting on the pinboards and products for each Style Spotter by generating “likes” or by re-pinning. At the end of Market, we tallied those votes on a point system and named Tobi Fairley the winner. A new group of Style Spotters will be named in March for the April High Point Market, and will also include Tobi Fairley as this year’s winner. To view the High Point Market Pinboards, go to pinterest.com/HighPointMarket.

Pinterest is a wildly popular site and the event generated a lot of online traffic for the High Point Market, and also created a “buzz” on other social media like Facebook and Twitter, particularly among interior designers and bloggers. What I enjoyed about it was the sense of sharing and community it created, as participants discussed their favorite products, trends, and companies.

Retailers also could use Pinterest for their own marketing campaigns, perhaps by offering contests for the best boards created from photos of products on your website, or by posting your latest Market acquisitions on a Pinterest board while you’re at Market.

Whatever social media tool or site that you choose, just make sure it fits your company image and brand, that you create your own community online, and that you have fun.


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Thursday, February 2nd, 2012

Social in 2012

Facebook, Twitter, LinkedIn, Google+, Myspace, Foursquare, Blogger, Tumblr, Pinterest, Plaxo… the list goes on and on of social media sites that you and your business could utilize. But where should you start, what do you say, and how do you find the time to do it?

social mediaAccording to industry social media guru, Leslie Carothers, owner of The Kaleidoscope Partnership, the first thing that retailers need to do is evaluate how much time they have (or someone in their company has) to dedicate to social media. “It takes a lot of time to do social media properly,” she said. “Needless to say, the answer on how retailers should use social media would be based on how much time the retailer has or how much time they are willing to contract to an outside vendor. Social media is a conversation, so you need to be active in the conversation for it to be successful.”

Once you have decided how much time you are willing to devote to this new marketing medium, Carothers advises focusing on three key tools: Facebook, Pinterest and blogging.

Facebook will continue to be an important avenue for retailers since it has the largest audience of consumers. Carothers suggests retailers focus on Facebook advertising to help spread the word about their brand.

The newcomer for retailers this year is Pinterest. This invite-only site has only been in the social scene for 20 months, but has seen a huge spike in requests for invites over the last few months (and recently received $37 million in funding!). Created by a past Facebook employee and his friends, Pinterest is a virtual bulletin board that allows users to share photos they find over the Web, including product images from your store. A description and original link location are added to the image, giving users the chance to visit your site directly.

“I believe it is going to be a very important tool in the upcoming year, and I already have design clients who are using it,” said Carothers. “If you want to connect with designers in your local area, Pinterest is the place to do it. Designers have been using it as a tool to help them get inspiration, and they are connecting with each other on the site. Retailers are able to go onto Pinterest and show their product offerings, new market finds, design tips and more. Retailers can create an upholstery board, night tables, bedding, etc. and post it all of Pinterest.”

Once items are posted on Pinterest, other users, whether it’s your customer or a local designer, can view your pins and re-pin an item on their own board. People who use this program are looking for new ideas for design, fashion, cooking, etc., and love to share with others. This site makes it easy for consumers to find styles and create a home they love. Brands like West Elm and Whole Foods have already started pinning like crazy. They are using Pinterest to show consumers the idea behind their brands, not just their products.

“A retailer might wonder why this is an important tool for them. It’s important because designers, hundreds of thousands of them, are already using Pinterest to find products and gain inspiration for new designs. It is very fast, and it’s great for search engine optimization because retailers can tag each picture with keywords,” Carothers said.

She also believes that Pinterest is going to be a social media phenomenon in 2012—especially for people who are in a visual field, “Consumers are hearing about the site, going online to look for inspiration, and then sharing it with their designers or working directly with a retailer. I think Pinterest is going to take off in 2012.”

The last social media tool that Carothers believes will be important for retailers in 2012 is the blog. While blogs have been around for years, many retailers still haven’t jumped on the bandwagon or aren’t using it to its full advantage. Blogs are another important tool for search engine optimization and can show your customers that you are the expert in home furnishings. Blogs don’t have to be long posts, but they should contain interesting information to engage your customer and keep them wanting more. Show your readers that you are an expert in home furnishings and design and help them create the home they have always wanted.

When conversing with customers (or potential customers) via social media, treat them with the same respect you would in person. Be gracious, say thank you, please and you’re welcome. Engage with the Golden Rule in mind, and be helpful and conversational. Don’t just send out your latest sale promotion; have conversations with your followers and be memorable. Match your online personality to your in-store personality. You will notice that many of the people who are successful in social media are those that listen, engage, and respond to everyone.

Have you used Pinterest? What do you think will be the social media hit in 2012? Let us know on our Facebook page: www.facebook.com/westernretailer.

- By Melissa Dressler

Hiring Outside Consultants

You’ve come to the decision that your business needs to participate in social media, but who has the time? Social media consultants and “experts” are popping up everywhere—how do you know who to hire and who is legit?

Carothers had some tips to look for when hiring an outside company to do your social media interactions. “First, you need to decide if you are going to just have someone set up your pages, or if they are going to execute the day to day communication and be your ‘voice’,” she said. Once you have decided that, here’s what you should look for:

  • Get testimonials from trusted peers who have used the company for social media.
  • If they are to be the voice of your brand, be sure they understand your brand and the industry (the vocabulary, how personal the decision to purchase home furnishings is, etc.). You don’t want them to communicate the wrong message to the consumer. You must trust the person who is executing your social media strategy.
  • If you wouldn’t hire them to work in your business, then you shouldn’t hire the person to work in your online business.
  • Ask the consultant how social media fits into an integrated marketing plan and ask for examples of how they have leveraged a brands’ message across platforms in the past.

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Friday, October 7th, 2011

Happy Holidays—Let’s Celebrate

by Mary Liz Curtin, Leon & Lulu

The fourth quarter is a big fat party for many of us in retail… thank heaven people are sprucing up their homes for special events, buying gifts and giving themselves little treats to celebrate the season. It is the season for parties and events in your store will help drive traffic, expose the store to new customers and build your bottom line, which translates into presents under your tree.

Special events, large and small, have been the key to success at our store, Leon & Lulu, which is a 15,000 square foot destination furniture, gift and accessory store. When people come to a party in the store, and especially if there is a charity tie-in, they are just naturally disposed to like the shop. The crowd adds a buzz to the showroom, makes people want to buy things and, even better, sends them home ready to tell their friends what a great time they had.

Marketing a store gets more and more difficult in tough times, so we have to give our customers a little more than they expect… or perhaps a LOT more, and special events of all kinds are another way to make your store a destination. Many marketers and retail experts are extolling the virtues of in-store events these days, but some shop owners are still nervous about hosting parties and special events. They worry about damage, shoplifting and liability. With careful planning and a solid plan, you can allay these fears.

When we talk about EVENTS, many people think they have to call in the caterers, erect a tent and rent little golden chairs. Not so! An event can be a simple coffee, a little treat or just wine and cheese. The whole trick is to make your shoppers feel special and treasured and to host a party that will work in your space.
Set Goals
Why are you having this party? Are you hoping to attract new customers? Showcase new product? Raise money for a charity? Often, you are trying to build your brand and the actual sales may come later. Other events really bring in the cash (which is a good thing). If you know what you are trying to accomplish, you can judge the results.

Choose a Time and Date
The right time is crucial for attendance, so consider your audience and their schedules as you plan. Some events are better after store hours, but many can be held while the store is open. Will it be private or open to the public? Be sure to leave enough time to promote the event and get the word out.

Analyze Your Space
Where will you serve the food and drinks? Try not to use the cash wrap for a buffet or bar if you will be selling things during the event, since that is a recipe for disaster. The space you have will dictate the number of people you can accommodate and the type of food you can serve. While you want it to look glamorous and generous, you may have to do it in a small space.

Menu
You are always wise to serve more of fewer things, rather than small amounts of lots of foods. A bountiful array will look more glamorous and be easier to keep looking fresh. For an evening event, wine and cheese is a classic that always works, as does coffee and pastries. During the day, coffee and cookies is great. I always add a big pile of grapes or strawberries regardless of the time of day because the bright color really makes the display look inviting and fresh.

If you plan to entertain in the store frequently, invest in the equipment you will need. We have a restaurant coffee pot, which is fabulous. It brews quickly and the coffee is not only very good but quite inexpensive. Because we serve “traditional roller rink food” often, and have a snack bar, we also have a hot dog steamer, popcorn popper and Otis Spunkmeyer cookie oven as well as the luxury of a dishwasher and a big freezer in the warehouse. You probably don’t need all these items, but a good ice chest and coffee pot are essential. Popcorn also gives you a lot of bang for your buck and it smells terrific.

Catered affairs are another situation entirely. For a fancy event, having someone else do the cooking and serving is a good idea. Always have a walk-through with the caterer before you order the food so you can decide how and where you will serve it. We prefer to use dishes from the store instead of the caterer’s trays, so we give the dishes to them ahead of time and never have to transfer food.

Invitations
How will you get the people to your party? The least expensive way to invite them is by email. If you are working with a charity, be sure they invite everyone on their list so you make new friends… and customers. If it is a public event, press releases are a must.

Parking
When you are expecting a crowd, you may also expect a traffic jam. Put parking instructions on the invitation or provide valets if the budget allows. We often have parking directors, who greet drivers and tell them where to look for available parking spots.

Hours
Always put an ending time on your invitations, but expect to be in the store for up to one additional hour. At charity functions, the actual shopping usually happens in a big rush at the very end (usually right after I have let my son escape for the evening) in a chaotic rush. Plan your staffing accordingly.

Liquor
If you serve wine or other alcohol, check your local laws carefully to see if you need permits or licenses. Always watch your guests carefully for signs of inebriation. We recently decided that if we hear one straight man say to another, “I love you dude, I really do. I mean it, man”, we close the bar.

If you do not serve alcohol, consider one of the many non-alcoholic “designer drinks”. They add a festive atmosphere.

Don’t Forget
Always buy extra ice, wine, napkins and cheese.

It couldn’t hurt.

Limitations
Don’t try to overdo it. Learn what works for your space, budget and customers. A fabulous small party is better than a not-so-great large one.

Take Notes
After the event or even during the event write a few notes about what worked and what did not. If the event is good, DO IT AGAIN. My theory is that the first time it is just a party, the second time it is better and the third time you hold an event it becomes a tradition.

You Are in Charge
These events get better and easier as you do more and more of them. You will also learn what works well is your store, so don’t let any party planner or charity director try to make you do something you don’t want to do. Always remember that it is a privilege to have a party in your store and an honor to attend.

Benefits, parties and special events have put our store on the map. We have made new friends, increased our customer base exponentially and built a reputation as a store that gives back to the community.

You can do it. There are very few spills, we’ve had no damage to product and the cost is not high for many of these events. Go ahead, invite a few friends over.

Mary Liz Curtin and her husband own Leon & Lulu, a 15,000 square foot destination store located near Detroit. See them at www.leonandlulu.com.

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Tuesday, October 4th, 2011

R&A Marketing Revolutionizes Facebook for Retailers

Marketing Firm taking Social Media to the Next Level

R&A Marketing is revolutionizing social media for retailers by using Facebook as an effective selling tool capable of increasing fans organically and then converting them to loyal customers. R&A’s new social media service is a tremendous asset to retailers and a great addition to R&A Web Plus, a user-friendly Web platform that integrates traditional marketing into the Website.

“We realized that the whole social media arena was growing,” said Kevin Doran, Vice President and co-owner of R&A Marketing. “It’s important that we stay ahead of the game and offer the best services to our clients.”

R&A’s new social media services are designed to help retailers make more money. This is accomplished first and foremost by creating a Facebook page for retailers and then connecting the Facebook page directly with the retailer’s Website.

Linking the two sites doubles the chance of a customer visiting the retailer’s Website and it also helps with organic search engine optimization (SEO) efforts. R&A’s social media package also includes four promotional apps that offer incentives to customers for “liking” the retailer’s Facebook page. These innovative promotional apps are intended to quickly build a large fan base so the retailer can easily interact with and market their products and services to hundreds of fans.

“We noticed trends showing millions of people turn to Facebook on a daily basis for information,” Kevin said. “It makes perfect sense to use Facebook as a selling tool to boost online and in-store sales.”

In fact, data from comScore shows 1 out of every 8 minutes online is spent on Facebook and that the average user spends more than 11 hours a month on Facebook.

A Syncapse Case Study published in June of 2010 found the following conclusions about a Facebook fan:

  • On average spends over $70 more than a non-fan
  • 28% are more likely to continue using a brand
  • 41% are more likely to recommend a product

R&A Web Plus services include 24/7 support and an online specialist who is assigned to maintain each Website. Every online presence needs monitoring, and the online specialists perform this job. They ensure the retailers’ Websites are up to date and achieving top-notch results. The online specialist is also notified of all activity on their client’s Facebook page.

In addition to a host of other clients, R&A is a social media provider for retailers of Ashley Furniture Industries, one of the nation’s largest and best furniture manufacturers.

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Tuesday, August 23rd, 2011

Showcasing Your Online Reputation

What Google says about your store will make you wealthy or leave your broke.

Over 81 percent of your prospects will Google you and make an emotional decision about doing business with you before they ever show up on your radar screen but after they respond to your advertising. Less than 20 percent of the 81 percent of the prospects that Google you will actually call you or land on your showroom floor. Even if you have positive online reviews, an easy to find website and a top listing in Google Maps, you will lose the bulk of your advertising respondents to Google Distraction Disorder (G.D.D.), never to be seen or heard from again.

My guess is that most furniture store owners and managers reading this, that have even a speck of an advertising budget, can instantly “feel” the truth of these statistics. Manufacturer’s often times support our advertising budgets and thus we can all be rest assured that they are looking at their retailer’s online reputation credit report. Services like Groupon®, Social Living® and Google Offers® use online reputation scores as the single most important qualifier for a new business member.

Your Online Reputation Credit Score
Ever asked your bank or lender to increase your flooring line? Yes you guessed it… They most likely are looking at your online reputation first and financials second. One of the single largest losses for capital lenders in any retail industry stems from retailers growing too fast. The problem is that five years ago if the retailer’s growth was fueled by marketing and sales practices that upset the public they rarely knew about it until hit their collections report.

Google has Become the X-ray Machine
Today a simple Google search for a furniture store’s name followed by the word “reviews” or “complaints” will tell a lender, a manufacturer, your prospects, the media along with your friends, neighbors and relatives everything they’d like to know about your business. The challenge with this reality is that usually a store’s Google footprint doesn’t reflect reality. A typical store’s Google footprint is either to boring or non-descript to keep the searcher engaged, is chalked with misleading, inaccurate or bogus information often placed there by competitors or rouge ex-employees, or just flat out non-existent.

Control Your Google… Control Your Income…
So now that we are painfully aware of the Google reality and we know that 70 percent++ of our advertising and marketing respondents are evaporating into thin air, what do we do about it? You must control the first three pages of Google. While this may sound like a lofty goal and an extra 100k out the window, you may be right but fear not. There are ways to control your Google on a shoe string budget and look better than your nearest competition when and where it counts. First let’s talk about what it means to own the first three pages of Google. What you are looking for is “Search Engine Saturation (SES)”, which means, “To own more positions within the first three pages of Google than any single competitor or reputation threat”.

Get a reputation monitoring system
You’ll want to invest in a program that allows you to monitor the conversation on the web about you and your competitors (Google alerts need not apply). Without one you are flying blind against the wind and with one you can get a bird’s eye view of your entire market area from 15ft back and 200ft up.*

The best content for Google, Facebook and YouTube
First you must have the ability to control an acceptable number of positions within the first three pages of Google and then you will need to decide what to put there. The best content in the world is always the voices of your satisfied customers. Whether we are talking about Google, YouTube your website, Facebook, Twitter, or your blog, happy customers telling the world that they love you trumps all other content hands down. Considering 75 percent of the buying public thinks that advertising is misleading, your satisfied customers digitally leveraged on the World Wide Web can become the ultimate leveling stick.

Doing right simply isn’t enough
Your good works and excellent customer service is no longer enough. Once upon a time a business’ reputation was won by doing business right and depending on your satisfied customers to tell the world. Today our customers are far too busy intercepting emails, text messages and phone calls to market your business or respond whole-heartedly to solid recommendations from friends and family. Even when we do pay attention to recommendations of a business, we Google them before we call them. So in the end the only way to garner the level of R.O.I. you deserve from running a great business is to go viral.

Going viral is what happens when word of mouth becomes digitally leveraged
To succeed in the repeat, referral and word of mouth business model you MUST give your satisfied customers a powerful voice and distribute that voice on their behalf to hundreds, if not thousands, of strategic online destinations across the web. In turn these distribution points go viral, get picked up by search engines (providing that they are optimized) and suddenly you find yourself in control of the first three pages of Google.

You will also find yourself selling more furniture, retaining more customers, generating more referrals and producing more traffic with less advertising. As a side note we all know that a salesperson cannot be effective on the showroom floor or on the phone if he or she is unable to position themselves as the expert in the mind of the prospect. Own the first three pages of Google and make sure that your prospects can SEE your customer testimonials front and center without having to click from Google to some other site first and your prospects will show your sales people a renewed attitude.

What about 3rd party review sites like Yelp, CitySearch and so on?
Having good reviews on a review site pales in comparison to owning the first three pages of Google. The reason being is that these sites get over 90 percent of their traffic from people that Google your name or your name coupled with words like reviews and complaints. In other words third party review sites exist because Google and other search engines exist. With that said, they are still important and the key to managing them can be summed up in two words “Strategic Management”.
Remember that you are only as good as your last review but to send your customers blindly to these sites without hand selecting them first is a receipt for disaster. The more reviews third party review sites receive the more they strangle hold your business name in Google. So know who your best customers are and then guide them towards third party review sites in a coffee drip fashion. Build slowly, methodically and sparingly and you will have five star reviews a great online profile without sacrificing your Google home page to do it.

The secret to using Facebook
Recently our company invented a way to make satisfied customers magically post positive comments on a company’s Facebook page and then link those comments to an auto-generated testimonial site complete with the business’s look, feel and logo. What we thought was going to be cute value add to our service has turned out to be one of the most effective online marketing tactics in existence (wish we could brag but in reality it was an afterthought). As such we have learned a secret, which is that happy customer comments and Facebook is a recipe for instant social media success. Place you best customer comments on your Facebook and then link them back to well designed testimonial page and just watch what happens.

The Ultimate Reputation Accelerator
In conclusion there are three facets to creating a stellar online reputation that will garner instant profits. Control the first three pages of Google, your online review sites, create a dynamic and robust testimonial site and add your satisfied customer comments to your Facebook and Twitter like your favorite hot sauce and you will find business life gets much easier.

Oh and one more thing! Create a credible and classy web page where customers can write a review about your business and give you their feedback directly. The idea is to get to them before they go public on you (by then it’s usually too late) and you will suddenly be in control of your customer satisfaction index.

Here is to you, your online reputation and your selling success!

Eddie Coleman, is CEO of Reputation Accelerator LLC, an online reputation management company. [*Good news! If you are a member of the WHFA, you already have a reputation management company paid for that is sitting and waiting for you to log into. It may get bored sitting on the shelf waiting for you so if you haven’t scooped it up already, you will want to do so. Simply contact Jeff Carrier at (877) 874-9737 ext #121 let him know what email address you would like your access link sent to. For more information, visit http://ReputationAccelerator.com]

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Friday, July 29th, 2011

How to Grow Your Business Through Social Media

Do me a favor.

Grab a sheet of paper and pencil. Go to your desk, the bathroom, outside, or wherever you think the best and write down five ways you think you can sell your product through social media. You got it? Great!

Now throw it away.

There are no right answers on how to make sales from social media. Don’t let anyone tell you they have the greatest solution to start getting you sales from social media. Social media is an ever-changing media. Every single day, something new is introduced or taken away.
You’re competing with a lot of other businesses in the social media marketplace. Facebook recently announced that there are now more than 3 million active business pages on Facebook, and the average user becomes a fan of four pages every month.

What can you do to reach and understand your Facebook marketplace? The answer to this question will help you increase sales and grow your social media presence.

Social media is exactly that: media that delivers a message. And just like traditional media, you need to get to know your customer and your marketplace. Although social media may be free, social media marketing is not. It’s just a whole new way to do it.

“So,” you ask, “how do I get people to come to my social sites?” The answer is simple—sort of! You must embrace social media in all aspects of your marketing. Some examples:

  • Add your social media logos to your direct mail pieces and print inserts
  • Announce them on your radio spots
  • Include them in your TV spots
  • Talk about it in the showroom
  • Add them to your website
  • Have a promotion solely focused on social media
  • Create a direct mail campaign that embraces your offer and a Facebook contest

Selling through social media is no different than selling face-to-face on the showroom floor. Customers must be engaged and interested. They will not respond to random information or a hard sell. Social media is about your customer. They came to your page for a reason, so give them a reason to keep coming back.

One of social media’s best qualities is content: creating it, sharing it and engaging with it. Quality content will inspire, inform, educate or even entertain your customers (and if you’re really lucky, it does all four!). So if you’re looking to engage with your customers to keep them coming back for more, follow the tips below to implement social media cohesion:

Establish Your Brand Voice
Brainstorm with your team and establish your social media identity before you set up your social media accounts. Decide what your brand stands for and what you want to portray on your social media platforms.

Ask yourself the following questions to help identify your social media goals:

  • Do you want it to be strictly a selling tool?
  • Do you want it to build life-long customer relationships?
  • Do you want to increase fans and followers regardless of results?

Focus on Your Topic
Your social media fans may forget a specific post, but they will remember the topics you talk about the most and your subject matter of expertise—assuming that you establish one!
An effective social media branding strategy should write, talk and share about topics related to your business and industry. This will reinforce your weight as an expert on that topic. That’s not to say you should never post about anything else, but keep your subject matter close to your area of expertise to reinforce your image as a leader in that area.

Talk about what you know. You’re a furniture store right? Talk about what you do every day. Tell your fans how this new sofa is a perfect fit for the family. Share decorating tips; give them tips on how to pick out the right bedroom suite. Show them you’re the leading voice of authority in your industry!

Get to Know Your Fans
People become fans of your page for a reason. They didn’t happen to “like” your page just because they thought it looked cool. They want relevant and expert information from you. So go ahead and give them what they want!

Pay attention to their posts—both positive and negative—and respond appropriately. Allow negative feedback and address it head on. Simply say, “I’m sorry,” and don’t make excuses. Be real with your virtual fans, and you’ll create real friends.

Update Moderately
Don’t get caught in the overload zone. Once your fall into this trap, it’s hard to escape. Overloading your followers and friends with too many updates will annoy them and can cause them to un-like your page. However, it’s important to update moderately and steadily to help keep your brand fresh and reiterate your brand personality among your customers.
Okay. Now go back to the trash can and take out the five things you wrote down at the beginning. Take the four above-mentioned ways to produce social media cohesion and apply those to the five you wrote down. It’s about finding the perfect balance between selling and building that fan (customer) relationship.

Remember, you’re a furniture store for a reason and people become fans of your page for that very reason. So give them what they want!

Kevin Doran is co-owner of R&A Marketing, a full service traditional and digital marketing company in Columbus, Ohio, which services clients ranging from $500k to $150 mm in top line sales from coast-to-coast. R&A Marketing is a second-generation family business that began in 1987. Kevin and his brother Kyle purchased the family business from their father in 2011. Kevin graduated from Capital University with a degree in Public Relations as it pertains to social media and is leading R&A’s initiative to shape the digital strategy of the home furnishings industry, including R&A Web Plus. R&A Web Plus is an online selling solution for independent retailers that include social networking and product catalogs. R&A Web Plus allows retailers to compete head-to-head with the big-box companies in their towns. Through Kevin’s continuing leadership, R&A Marketing is positioned to handle the complete marketing needs for clients now and for many years into the future. For more information visit www.ramarketing.com.

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