Shop Talk: Digits

It only takes 21 days to break a habit. I know, tell that to a smoker or nail biter and you'll hear another story. I will say this though, my campaign to help my little cousin stop biting his nails through XBox game bribes seems to be working.

Hopefully the same can be said for those working to remember to communicate all forms of 'contact points' in all marketing materials.

Here's a checklist:
- Phone number, with area code
- Toll free number (bonus, but not critical as long as you reply to email like it's crack)
- generic email address - info@, customerservice@
- website with www.
- physical address if appropriate
- mailing address if different
- store hours if appropriate - can change these for holiday, etc., is a great excuse to send a direct mailer announcing changes

TIP: make sure your URL is easy to remember, short and ideally the name of your business. If you have to search, consider adding your city to the business name. eg. www.JanesJewelryNewYork.com. Adding some type of identifier can help define your brand too.

That's all!

Shop Talk: The nighttime is the right time

Trying to think of new ways to spur business after the holiday rush subsides? Consider taking it to the streets. If you and the other retailers in your area haven't coordinated a monthly or bi-monthly evening event - it's time!

It's easy to do and only takes commitment and a quick trip to Sam's Club or Costco, depending on your locale.

Start your contact list of all the local restaurants, spas, boutiques, home & gift store, etc. Now, pull a few retailing pals together and form a committee. Don't plan on tiresome weekly meetings, but instead put together a plan and email around for review, comment, re-draft and approval.

Plan a 12 month calendar - perhaps every third Thursday of the month - where you and your beloved neighbors stay open late - at least 9p, try to pull it off till 10p (restaurants and bars of course will be open later).

Plan the theme that somehow ties in with your retail offering and gets people talking about your area as a destination. Whether it's an Art walk, seminar series, how to classes at each store, you decide.

Have a few tasty bites on hand and non-alcoholic bevs. They can patronize the food establishments for something harder and you don't want any liability. Save a greasy doornob from all those yummy little phyllo triangles you're share (we call them spinach pie!). Speaking of, ask restaurants to do a % off or 2 fer each event night.

And if you're really motivated, pick a charity partner - one or a new one each month where 10% of all sales from the entire neighborhood support X, Y, or Z. Talk about building good will.

That's it. You'll drive traffic and connect with community at the same time.

Next Installment: getting the word out about your neighborhood's happenings,

Shop Talk: Filling up your holiday dance card

What's that? No date to the ball? Don't worry sugar, when you plan your own events, you're the pricess with power. Events and celebrations are critical opportunities to create community and market your product or service.

Set a date in the future with plenty of time to market it. Get post cards made with the particulars, send to your in-house list, drop off at ALL neighborhood establishments (if you're shy, have your mother, husband, best friend, mailwo/man do it!), and consider taking out a small ad in the local weekly.

Have some nibbles on hand for guests to enjoy. TIP: use colorful toothpicks for all items and make sure you have a few nice woven waste baskets around the joint for trash. Menu: chesse cubes, veggies, cut fruit, small marinated mozzarella ball with cherry tomato, blue cheese stuffe olives...YUM!

Enjoy!

Shop Talk: The Importance of Being Ernest - and having a website

If you don't have a website yet, let me say - get one!

It's easier than you ever thought and critical to your success. A Yahoo site is easy as pie to set up and the shopping cart component is super fly too, except for the merchant account side, which is kind of a pain and you may find yourself in phone tree he**.

Whether you're offering the world a product, service or some hybrid, you should be sharing your features and benefits with the web world. If necessary, take baby steps and create and launch an informational page that includes contact information and an outline of what you have to share.

First you'll want to reserve your domain at a site such at GoDaddy or Register.com take the long view, spend the $30 to make the domain yours for 3 years or so. You don't want to have to deal with renewing annually. You'll have better things to do with your time such as filling orders and returning client phone calls.

Second, you need a place to put your site. You'll find a host. Pay nothing at GeoCities/Yahoo or pay a little and have the flexibility of adding in a shopping cart with a provider such as Yahoo.

Then (tired of the ordinal intros) you'll sketch out the look and feel of your site. Plus there are many free templates available online that with a simple Google search can be downloaded and customized to work for you. You'll look professional in spite of your trepidation to take this vital plunge! Or if you have some hot shot friend, niece or cousin to design a few pages for you in Dreamweaver or Front Page - ask them now - before Christmas so you have some leverage with gift giving.

If you're selling a product, pull out your digi cam and shoot some HIGH QUALITY shots. Make sure you have adequate lighting and use a neutral backdrop - if you have to pull a white sheet from your linen closet do it. (don't let other see the state of your rec room in the background!).

Clean and re-touch the shots with your camera software or better yet Photoshop and start writing captions and product info to accompany the pretty pictures.

Now get down to business and describe your product or service and business in an editorial voice that reflects your customers' lifestyle in writing. You'll use this as an introduction and can pull excerpts to use in other sections of your site.

TIP: Find your editorial voice. If you're selling diva fashion, think and write like a diva - you OWN IT! If you're selling lawn mowers and supplies, think and write like an efficient weekend gardener or however you want to describe someone who would pay the shipping to buy a lawn mower online.

Now get the pages populated with photos, copy, links and resources for your customers and send the files to the hosting company. They'll get you up and running in no time!

Next Installment: Who cares about my website and how do I get them there?

Shop Talk - Communicating with your Customers

What does your in-house database look like? A paper guest book on the cash wrap? Time to join the digerati and get technology working for you.

It doesn't have to be complicated, but you must get all your contacts, former customers, current clients and hot prospects into a manageable format. One that you can use and maintain in a dynamic way.

First step - take an Excel spreadsheet or Access database and SAVE AS - now create columns or database parameters that align with your customer information.

Maintenance - update new handwritten guest book listings each week so you stay on top of it. include contact information, phone, email...

TIP: When you're creating Excel columns, separate first name, last name, address, city, state, zip, country for EASY label running. You'll need Word for label mail mergers here.

Second step - optimize your list by retaining purchasing information by customer. You'll be able to send personalized mailings or better emails with this information.

Third step - devise and execute a plan to communicate with customers by email. Start a new section in your guest book for emails and invite each customer to include his/hers for sales, events, seminars, PARTIES - how can they refuse?

TIP: Consider outsourcing your email communications with a company such as Constant Contact or use your web host or Internet provider's small business tools - cheap and easy!

Fourth step - get your gift and wish list program going - even if it's only a recipe box and 3x5 index cards for now. do it by December 1st to caputure holiday dollars.

TIP: Give advice on what to put on the wish list - it gives you a chance to tell your customers about new collections hitting the shelves.

Fifth step - now use the database: send coupons, loyalty cards, a newsletter that incorporates features on neighborhood establishments and complimentary services...

Enjoy!

Tis Better to Give...

...Customers and clients reason to celebrate you and your product or service offering this holiday season. It's a great time to start thinking about how you'll show your appreciation for loyalty to your brand. Here are some ideas to get buzz going in time for holiday and budget meetings to ensure you retain the business that has helped you grow.

If you're a retailer:

$ Move your merch! Don't wait to start blowing through what for some is the time when 50% of merchandise leaves the floor. Start SALES early to create goodwill and start your sales momentum early. Play with your gross margin and be generous. Gas prices have cut into everyone's pocket book, so show your empathy and give your customer reason to come in and tell their friends!

If you're a client-based business (salon, professional services provider, etc):

$ Say thank you in your own unique way. A give basket is great, but only if that's your business...instead opt for a charitable donation to your local animal shelter or social service charity - food bank or other. Ask the charity for note cards that they send or you send to clients to share and give thanks for the donation you made in their name to XYZ charity. Spread the wealth and cheer!

If you're a designer or manufacturer:

$ Get your new product in the hands of your accounts, vendors, attorneys, accountants, mailwo/man, and more! Send a small sampling of your product that your recipient can enjoy or better send a couple for them to pass on this holiday - a bit self serving, but everyone wins.

Now when you've crossed this off your to do list - time to hit the eggnog! (the light version is actually pretty good)

fashion and lifestyle marketing

When it rains it pours. It's the case with Miami designer Sandra Benoudiz' winter 2005 collection. Her Rain collection melds organic materials with fashion forward design.

And during November and December 20% of the purchase price of each piece of jewelry seen here benefit America's Second Harvest (www.secondharvest.org). With a network of more than 200 food banks in the US, America's Second Harvest is the nation's largest food bank.

Rain - long leaves - $99

Rain - short leaves earrings - $89

Rain - leaves necklace - $99

Rain - silver bracelet - $119

Rain - gold bracelet - $139

Visit www.sandrabenoudiz.com to purchase and support America's Second Harvest.

I believe I've found a reason to blog, beyond my love for finding interesting fashion for body and home.

Lance and Sheryl would be disgusted by the site of a mid-20's gal about town I just witnessed (stronger than saw!) sucking on a cig while wearing a yellow Live Strong bracelet. Very disturbing.

Okay, I think the ranting juices have begun to flow.

Stanby.