BlogHer Business 2008: The Diva & The Fashionista

To me, the ultimate in marketing turns convention on its head, elegantly repositioning what others consider permanently wedged and impossible to change, with limited funds.

Which is what my favorite marketer in the blogosphere - Marketing Diva Toby Bloomberg - showcased during BlogHer Business 2008 as she verbally created a runway backdrop for DC Goodwill's Fashionista blogger, Em Hall, to describe her successful social media creation case study.

Em is the Retail Marketing Manager for Goodwill of Greater Washington, D.C., as well as the genius behind the DC Goodwill Fashion Blog where, as the Fashionista, she "provides detailed knowledge and insight on vintage and contemporary clothing and accessories that are valuable to fashionable and cost-conscious shoppers."

Launched in July 2007, the DC Goodwill Fashion Blog is part of a larger strategy developed with Geoff Livingston [author of a terrific social media primer Now Is Gone: A Primer on New Media for Executives and Entrepreneurs] to help DC Goodwill broaden its customer base and create buzz. The larger strategy includes a virtual runway and a dedicated eBay store.

Em explained that the blog helps to promote the mission of DC Goodwill [you'll note on the blog the statement about Goodwill's Mission: "Goodwill provides job training and employment services to people with disadvantages and disabilities.."] The mission, though, can sometimes be hard to convey.

In examining its organization and business, DC Goodwill discovered that most people connect with Goodwill via the Goodwill stores - either by shopping there, or donating to them. The stores are the links to the mission and people. In thinking further, it determined that Fashion could be the language to draw people in and start a conversation about the mission. More specifically, fashion that transforms thrift into vintage.

The blog strategy called for treating the blog as a product of DC Goodwill, complete with persona, its own mission - providing fashion at one's fingertips - and schedule, so that the product can survive beyond one person's tenure. For example, Tuesdays is all about Goodwill [e.g., As I Was Saying...] when the Fashionista specifically describes Goodwill clothing items.

On Thursdays, she pontificates [e.g., The Missing Models] about fashion related topics. And, on Fridays, she blogs the blogger, promoting other fashion bloggers [e.g., Blog the Blogger: Polished by tu-anh ].

It's a fully integrated strategy that DC Goodwill kicked off with a virtual fashion show [see The Fashion of Goodwill: Virtual Runway Show and Online Auction]. Interestingly, 2 years ago the fashion show was live. But, last year with no budget available, DC Goodwill decided to pursue a virtual fashion show.

Amazingly, in going virtual, DC Goodwill broadened the reach of the fashion show. That's right! As a result [see eBay update and YouTube video!], 22,000 people have seen it online compared to a few hundred seeing the live show. All products were sold on eBay.

In addition, DC Goodwill holds trunk shows in the building lobbies of fashion show sponsors. All in all, the increased awareness is driving more traffic to the stores, including more clothing swaps where unswapped clothes are donated to Goodwill stores, and definitely reaching new customers.

Fashionista Em targets the DC community through the blog. She learns about events through meetups, other blogs, word-of-mouth. She wears local clothes and jewelry from local artists [or local Goodwill stores]; she is treated as press at fashion events and absolutely takes part in the local fashion blog scene.

From the audience came an interesting question: how to extend this successful Fashionista model beyond DC to other Goodwill organizations. Although Goodwill has an international website presence, if you Google Goodwill, you'll notice links to the various local Goodwill organizations. In fact, the Orange County Goodwill organization has created shopgoodwill.com with an online store presence, but no whimsical Fashionista.

The solution is not an easy one as it touches on the issues of how to remain faithfully and authentically local while bringing under one's wings a multitude of uniquely local voices, without losing any of that uniqueness...

In the meantime, how delightful to experience this exchange between the Diva and the Fashionista and witness the transformation of used or thrift into vintage, and of abstract goodwill into active, participatory involvement.

Thank you, Em and Toby!

Technorati Tags: BlogHer Business 2008 Marketing Diva Goodwill Fashionista DC Goodwill Fashion Blog social media Geoff Livingston Del.icio.us Tags: BlogHer Business 2008 Marketing Diva Goodwill Fashionista DC Goodwill Fashion Blog social media Geoff Livingston

Citibank: Are You Listening?

My bank is Citibank.

I've been a faithful Citibank customer for many years - close to fifteen. I became one when my Dad convinced me to start tracking my finances with Quicken and he sold me on Citibank's seamless - and free - integration into Quicken.

What I like most about my Citibank relationship is its virtuality: I originally set up the account via phone, I pay bills online and have easy access around the world to my accounts via ATMs. I'm not dependent on bank hours or bank tellers for most transactions although I have used - and been satisfied - with in-person services.

[My husband, on the other hand, despises Citibank. He was subjected to dreadful treatment over fraudulent credit card charges. He discovered over the six+ month timeframe that it took to bring closure to the matter that customer service had absolutely no interest in providing a minimal level of helpfulness, waiting multiple months to respond, not properly documenting conversations, being unwilling to bundle what were obviously related abuses, etc. Imagine how angry he became when he received an unrequested credit card from Citibank after his ordeal!]

This recent experience with Citibank made me wish the bank weren't so massive, and that it listened and anticipated customers' needs better.

In preparation for a trip to Mexico, I needed Pesos. I regularly make use of ATMs to obtain foreign currency. But, I also like to have some foreign currency in my pocket as I get off the plane in case I can't find an ATM at the airport.

I - naturally - went online to get information. The last time I needed foreign currency [yes, a while ago], I made use of a major 5th Avenue Citibank branch where a special ATM dispensed a handful of different currencies. No trace of that online or in conversation!

I searched the Citibank site and came across a reference to World Wallet Services.... It looked intriguing and convenient: seems I could order money and pick it up at a branch. The info was general. It offered a phone number.

Since I knew I would be in NYC for BlogHer [see BlogHer Business 2008: Blogging Goes Mainstream], I located a branch close to the conference location. Details for that branch indicated "Foreign Currency (Order Only)." Was that World Wallet Services? Possibly. I called the number associated with the branch location....

And didn't get the actual branch, but rather a generic, foreign sounding customer service call center. I asked questions. For each question, I was placed on hold. I asked specifically about currency conversion and could he assure me that the branch I was considering could provide me with Pesos.

His response [after multiple 'on hold' sessions]: the original branch I identified did NOT have currency exchange available. He gave me another location that would assist me. I had a few more questions that he wasn't able to fully answer, but at least I had a location to go to.

Just to be clear, not once did he mention World Wallet.

Back online to locate that branch and find cross streets. I checked the services offered and noted that it, too, said "Foreign Currency (Order Only)." The branch phone number was the same I had called [and spent too much time on]. I was not ready to call again, and I couldn't locate the World Wallet page [Note: the website search function is clunky. 'Convert Money' gave me nothing useful. 'Dollars to Pesos' didn't either. 'Foreign Currency' and 'Currency Conversion' gave me good leads, but - I was multi-tasking - and couldn't remember what terms had brought up World Wallet originally. Nothing worthwhile came up via Google; I had to search within the Citibank US site.]

Although I had a plan of action [walk during BlogHer's lunch hour to the branch], I was curious what kind of response I would get by going through my online account site. There, I decided to send an email explaining my situation and asking for a recommendation...

Equally frustrating.

First, I had to specifically select a subject from a listing of possibilities. I could not write in my own description.

I took 2 days for the response to come back to me - and I had already walked to a branch and interacted with people.

Note that although the message acknowledges my need for Pesos, nowhere does it refer to World Wallet services...

Also, the three branches that my friend 'John' recommends are nowhere near my original location request [i.e, one was at JFK airport].

Oh, and the phone number he suggests is the customer service number I called originally.

And, now for the lowdown on converting Dollars to Pesos via Citibank.

At Citibank branch located on 22 West 32nd Street, NYC, 10001, two lovely women immediately helped me with my request. No problem converting Dollars to Pesos, although I would need to return the next day to complete the transaction. Perfect.

They informed me that EVERY branch offers this service.

In other words, the customer service center people are misinformed. The email customer service people are misinformed.

Is it a matter of being too big? Of one hand not knowing what the other is doing? Poor communication? All of the above?

My observations:
- Have better online search functionality.
- Ensure that your web site details refer consistently to the services you offer.
- Offer more and better information online, especially to customers who want to interact with you online.
- Improve the service experience with more self-directed querying. What about online chat with customer service?
- What about phone numbers that connect with the branches? They sure seem to know what's going on. Let me interact with competence.
- Make sure call center customer service people know more about your services.
- Monitor email messages from your long term customers and RESPOND quickly and with accurate information.

Citibank, are you listening? Please make it better. If I must speak with a call center, let it be with representatives whom you have fully engaged in your business and services and empowered with knowledge. If I have a local branch question, offer me a means of connecting with them. The branch people know their business. Let me benefit from that.

Forget global, get local and listen.

And, that goes for any retail business. Experience your services. All of them. Make sure your service is competent, knowledgeable and helpful across the board. Understand how your customers search for information, how they ask questions, and -then- get them the information they need!

Technorati Tags: Citibank World Wallet currency exchange customer service retail experience Del.icio.us Tags: Citibank World Wallet currency exchange customer service retail experience

Back From Blogger Social 2008 - NYC

I confess. I'm still somewhat awed by Blogger Social, and surprised that it's over.

For so long, it was something to anticipate and look forward to. Then, it became somewhat more tangible with the Countdown to Blogger Social '08 and even a countdown clock. A week or so before, reality set in with directions for arrangements and meetups, amazing documentation in emails from CK.

And, now, it's over. I haven't fully absorbed all of the interactions and conversations - although I have uploaded my Blogger Social 2008 set to Flickr - and marvelous bits come back to me, clicking and connecting with other amazing moments to create more Aha!s.

I'm particularly glad that it took place on the heels of BlogHer Business 2008, giving me added time with Connie Reece, Tara Anderson, Toby Bloomberg, Anna Farmery, Heather Gorringe, Kaitlyn Wilkins, Virginia Miracle, and Lori Magno, as well as Yvonne DiVita and Mary Hunt.

Friday night at the Perfect Pint was unreal. I walked into a big hug from Gavin Heaton, and then onto CK, Valeria Maltoni, Ann Handley, Luc Debaisieux, Drew McLellan, Geoff Livingston, Kris Hoet, Paul Dunay, David Reich, Greg Verdino, Doug Meacham, Todd Andrlik, Matt Dickman, Chris Kieff, Mack Collier and David Armano.

The Circle Line tour around half of Manhattan was a blast with an opportunity to spend time with CeCe Lee, Mark Goren, Jason Falls, Roberta Rosenberg, Thomas Clifford, Marshall Sponder, Cam Beck, Shashi Bellamkonda, and Tim McHale while absorbing the views of my favorite urban island.

CB, Arun and Toby originally uploaded by mvellandi.

Dinner was filled with inspiring [and often too short] discussions with Arun Rajagopal, Ryan Barrett, Sean Howard, Katie Chatfield [you are amazing, Shouty!], Kristin Gorski, Scott Monty, Terry Starbucker, Steve Roesler, Lewis Green, Darryl Ohrt, Joe Kutchera, David Berkowitz, Paul McEnany, Neil Vineberg, Vahe Habeshian and Rohit Bhargava. Gene DeWitt and David Polinchock had me thinking about literature [ranging from russian lit to science fiction] and social media.

I wish I had had more time to speak with Seni Thomas, Mike Arauz, Matthew Bailey, Jennifer Berk, Tim Brunelle, Saul Colt, Amanda Gravel, Kevin Horne, Jennifer Laycock, Matthew McDonald, Rita Perea, Marilyn Pratt, Jane Quigley, Cathleen Rittereiser, John Rosen, Tamar Weinberg, John Wall, Paul Soldera, Nathan Snell and Linda Sherman.

Thank you, Steve Woodruff, for welcoming us into your home on Sunday, where I enjoyed more conversation with Susan Bird, Ryan Karpeles, Mario Vellandi and Tangerine Toad.

I really missed Mike Sansone, Gianandrea Facchini, Joseph Jaffe [or was he there?], Susan Reynolds and Marianne Richmond.

This event makes real the essence of social media. Each individually brought unique knowledge, experience and perspective to this community meetup, creating additional meaning for everyone. Each has so much passion to share, you can't help but learn. As a result, the individual becomes stronger and wiser, making the community that much better off.

Age is irrelevant. Location doesn't matter. What does matter is how authentic and genuine you are, and how much passion you share.

Thank you. Long Live Blogger Social 2008!

Technorati Tags: Blogger Social 2008 BS08 social media Del.icio.us Tags: Blogger Social 2008 BS08 social media

BlogHer Business 2008: Blogging Goes Mainstream

I'm back from BlogHer Business '08 [and Blogger Social - subject for a separate post] and I'm still reeling from the intensity of the sessions and the richness of the examples and case studies.

The big news from this year's conference has to do with blogging going mainstream, and with women - in general and BlogHer women more specifically - being more than comfortable obtaining information and advice [including purchase recommendations] via social media.

As with the first ever BlogHer Business last year, this year's event attracted an interesting cross-section of marketers and social media experts, many known to one another only virtually --until now. That's the magic of social media.

For example, I got to meet Anna Farmery from The Engaging Brand who interviewed me in Engaging Brands For Consumers and Employees and Heather Gorringe from Wiggly Wigglers [more about her in a separate post].

From Day 1 Opening Session came the following [live blogging of the opening session is here]:

+ Blogging officially went mainstream in 2007 with corporate blogs and formal blogger outreach programs being established. There's a new paradigm now of "user-generated publishing" with editorial standards and professional partnerships among blogs.

+ Beware of reaching out with traditional mass market approaches to bloggers. Heavy handed, push, interruption based methods will be punished [i.e., if social media is about being invited in for a conversation in one's living room or around the kitchen table, then don't just barge in].

+ It's important to monitor the digital conversations taking place wherever they might occur:
- Via Twitter feeds for mentions of brands
- Second Life [BlogHer 2007 took place in both]
- Widgets [beneficial if you find out what your audience wants? BlogHer uses widgets to promote others' work]
- Reviews [e.g., Amazon...]
- flickr photos [I'll upload my BlogHer photos in May as I used my 100mb monthly allotment on Blogger Social pictures.]

Another example: BlogHer created a fascinating conversation starter with the Letter to my Body campaign, getting bloggers to discuss body image. It resonated with so many that it became a meme. They have also had success showcasing via a widget menus for food bloggers, mentioning blogger recipes [with sponsorship from Boca Foods].

For this year's conference, BlogHer commissioned a major research project to better understand online behavior. Past observations based on 2006 Pew Internet survey claiming that only "Eight percent of internet users, or about 12 million American adults, keep a blog. Thirty-nine percent of internet users, or about 57 million American adults, read blogs – a significant increase since the fall of 2005" [this is based on men and women internet users].

Further, that awareness is low and not mainstream.

Susan Wright, managing director of Compass Partners, presented the results of this new study. I urge you to read through the 2008 social media study to better understand women's online behavior.

Overall, in the U.S., there are 104 million women aged 18 to 75; Internet penetration is 70% [i.e., 73 million women]. The population breaks down by age as follows:

+ 14.1 million Millenials [18 to 24]
+ 34.3 million GenX [25 to 41]
+ 39.3 million Boomers [42 to 60]
+ 16.2 million Matures [61 to 75]

Blogging has become a mainstream method of communication for women - either publishing at least one post weekly [15.1 million women] or reading/posting comments weekly [21.1 million women]. That's a total of 36.2 million women or 35% of the female population actively involved with blogs.

Compared to general population behaviors, the BlogHer community is more heavily concentrated in the 25 to 41 age group [68% vs. 42%], has more children at home, is better educated and has higher income, and more involved in social media.

Blogs are considered a reliable source of information, advice and recommendations. Described as the equivalent of 'kitchen table conversations,' they come across as authentic and credible and influence purchase decisions. Bloggers are passionate; their passion comes across and connects with readers. The result is a network or community where the members trust one another before they trust an institution or faceless corporate entity.

The rest of BlogHer Business 2008 consisted of breakout sessions and case studies organized around successful social media creation and outreach.

Videos and interviews of the entire BlogHer Business 2008 conference are available including live blogs. I plan to address in separate posts the case studies or discussions that particularly resonated for their creative use of social media.

Technorati Tags: BlogHer Business 2008 social media marketing blogging Del.icio.us Tags: BlogHer Business 2008 social media marketing blogging

Book Review: Threshold Resistance by A. Alfred Taubman

In my last post, A. Alfred Taubman: Overcoming Threshold Resistance, I didn't get a chance to explore with you Taubman's book, Threshold Resistance: The Extraordinary Career of a Luxury Retailing Pioneer. I will do so here.

First off, this book is a fascinating read. It captures a truly extraordinary career, during an extraordinary time. Taubman describes a Wild West of retailing and business that puts where we are today into better perspective.

I particularly enjoyed the retail experience related parts of the book. They reinforced many of the points Taubman made in his presentation.

More specifically, these chapters caught my fancy.

Chapter 4 - The Evolution of the Arcade
It offers an historical perspective on malls - from fabric bazaars in Isfahan, the bazaars of Istanbul [also see Authenticity At Retail], the Galeries de Bois of the Palais Royal in France, Milan's Galleria Vittorio Emanuele II, to London's Burlington Arcade and the Philadelphia Arcade.

He introduces the concept of the "people pump" [e.g,. churches at mass-time, train stations, department stores] that efficiently draw concentrated groups of people in as potential retail consumers, and explains that the "earliest department stores were born as arcades" where "the landlord would take over the space to make sure all merchandise categories were represented sufficiently"... "offering customers the resulting advantages of consistent return policies, predictable hours of operation, and store wide promotions."

Chapter 5: Creating 100 Percent Locations
Taubman's 100% locations consist of locations that can "count on the highest level of pedestrian traffic passing by their front doors day after day, and benefit the most from impulse buying." These are prime retail [i.e., high rent locations] spots. According to a Leonardo da Vinci study "a person feels comfortable walking only about three blocks, or 1000 feet, from his or her home for discretionary trips. Beyond that, one senses a need to return home." Isn't that fascinating?

He also brings up Townscape [or The Concise Townscape] by Gordon Cullen as a critical influence for mall interior design. More specifically, he describes the notion of "serial vision in planning productive, stimulating spaces" that draws the visitor in because not only does it show existing views, but it also allows glimpses of "emerging views" that turn into existing views. I immediately thought of Disney World's Main Street and how perspective and architecture effectively move visitors through to the Magic Kingdom.

According to Taubman, "the objective [in a mall] was to give every retailer a good chance of attracting the shopper into the store, to make every location a 100 percent location." The chapter addresses all of the mall elements [creating multi-levels, opening the levels to draw the eye to the other floor, parking lots, ring roads around the malls, adjacencies, surface and flooring decisions, ceilings, lighting...] and how they together facilitate interaction between customer and merchandise. They encourage shoppers to spend time, relax and buy. Appealing to every sense ranks high!

I love the attention to details like adding a tenant to the shopping center which is like "mixing a new element into a chemical formula. The addition changes the experience for the shopper and the merchants. That's one of the reasons the Taubman Company negotiates the shortest leases in the industry... Lease renewals always mandate store renovation, and if a retail concept has lost its appeal, we want the store out of the center...." These are critical to the success of a mall, but often aren't strategically managed.

Chapter 8: Minding the Store
Lots of good advice in this chapter: "Every good retailer understands that the customer... lacks confidence. ... While this inherent insecurity contributes to threshold resistance, it also presents the good retailer with a golden opportunity. By earning the trust and confidence of your shoppers -- through product knowledge, service, taste level, and consistency -- you can win a customer's loyalty for life."

He further describes how much more fun shopping is "if you are guided and supported in your decisions by a professional, courteous salesperson who wants to help you... And it's even better if the store in which you are buying the apparel stands for something important to you and meshes with your self-image." [Note: replace apparel with flooring, or carpet.]

Here's another gem: "A clearly defined brand bolsters a customer's confidence. So does a good salesperson."

Chapter 9: Fashion Statement
Taubman states that "it's difficult for department stores and other large retailers to compete if they stake out the middle ground." This brings to mind the Trading Up and Treasure Hunt world that Michael Silverstein describes where the middle ground has disappeared!

He refers to luxury retailers and how they have grown and expanded [see my interview with Chris Ramey]. In fact, Taubman's organization has made a point of appealing to that luxury retail customer and specifically ensures that Taubman malls only feature 'fashion' retailers [e.g., Neiman Marcus and Saks Fifth Avenue vs. Sears or JC Penney].

He says that "the fundamental quality that elevates anything into the fashion category is design. Not just any design: good design that appeals to your taste. Fashion is added-value through design."

This is not limited to apparel. It certainly includes flooring, as well as tea pots [think Michael Graves at Target] and citrus squeezers [like the one from Williams Sonoma] or even an Oxo mango peeler!

The focus on fashion and design elevates all categories. The only ones to lose are those focusing entirely on price .

Chapter 12: Selling Art and Root Beer
This chapter offers Taubman's four personal precepts presented during a Harvard Business School session.

1. "Our consumer society, not driven by the satisfaction of basic needs, is fueled by the fantasy, flight, and excitement of a possible purchase..."

2. "You can sell almost anything once. But repeat business is built on consumer confidence, perceived quality and value, excitement, and a rich mix of customer opportunities, as well as convenience and service."

3. "The biggest mistake you can make is to price your product or plan your development based on what others are doing, rather than on how you see the opportunity. Study the consumer. Work for that part of the market that's there for the taking, with a creative new idea or an old idea made better, not just different."

4. "Become an expert in one fundamental area of your market or business. No one starts out as a generalist. In my case, I started as a store planner and learned the basics of successful retail design. Through that discipline, I sharpened my understanding of the customer."

Lots of wisdom there relevant to delivering a better retail experience for today's consumer!

I haven't touched on Taubman's effect on Sotheby's and the auction house world. Nonetheless, the success of that venture illustrates the benefit that comes from bringing integrity and transparency to a process and industry, creating an exciting experience and opening it up [i.e., breaking down that "Threshold Resistance"] so that all feel welcome within.

Which is what today's retail experience is all about.

Technorati Tags: A. Alfred Taubman Threshold Resistance retail experience Del.icio.us Tags: A. Alfred Taubman Threshold Resistance retail experience

A. Alfred Taubman: Overcoming Threshold Resistance

The New York City Chapter of the Luxury Marketing Council held an event titled Overcoming Threshold Resistance: Luxury Retailing Pioneer Alfred Taubman Shares His Secrets to Getting Shoppers Over Your Threshold.

The event held instant appeal because it discussed the retail experience and how to get consumers to enter your store. In other words, how to overcome "Threshold Resistance" - that strong sense of inertia coupled with a sense of foreboding that makes you quickly walk by and avoid a store entryway.

It certainly didn't hurt that A. Alfred Taubman himself -- entrepreneur, real estate developer, author of the New York Times Bestseller, Threshold Resistance: The Extraordinary Career of a Luxury Retailing Pioneer', and legend in his own time -- was present to share his perspectives.

From the Luxury Council's writeup:

"Author Malcolm Gladwell credits A. Alfred Taubman with “perfecting” the modern shopping mall. Retailer Les Wexner states that “every retailer in America wants to be in a Taubman center, and the reasons are pretty simple - Al demands excellence,”... "

Here follow my notes from the event. You'll note that he covered lots of ground. The format was one of questions that Taubman answered using examples from his life [and book].

"Threshold Resistance" [R] exists everywhere you turn: in business and in life. It's not just store design. It's also psychological, physical, cultural, social and economic, and it's always there.

When Taubman first got started, he objected to how store windows were done. Essentially, everything you could find within the store was featured in the store window. That contributed to Threshold Resistance. If you didn't see what you were looking for in the window [and good luck finding it amidst all of the stuff there], you wouldn't enter.

He discussed the impact of regional malls. Many people blame the mall for the demise of American downtowns. That is a distortion of history. Post World War II led to the construction of highways which meant that people could drive to work.

Taubman explained that retailing follows population and many malls were built in anticipation of highway construction.

The earliest department stores were born as downtown arcades and the first malls or arcades happened in Europe, not America. Noble lands featured strips of stores and many Paris department stores were built with the expectation that the owner would rent out space to individual retailers.

With goods being first manufactured in the late 1800s, department stores became exciting outlets that combined branding power and salesmanship. They were better than any other concept in existence.

Using the example of outlet malls and Costco vs. full price stores, Taubman explained that there can be no off price if there isn't full price. These need to balance against one another.

Everybody shops everywhere. A lot of people can afford to do some shopping at Tiffany's or Neiman Marcus. Few people can afford only to shop at Neiman Marcus. Luxury brands are treasured by everyone.

What is fashion? Fashion is added value through design. Not just in apparel. Design makes something useful, interesting, and better.

Every good retailer discovers that customers lack confidence. This inherent insecurity contributes to threshold resistance yet it represents a golden opportunity for retailers to offer advice and add value with sales people. Wal-mart does not equal fashion. Rather, it represents price and promises about prices. Price is less critical to fashion.

Consistent mediocrity is the MacDonald's and Holiday Inn promise. Don't ever underestimate its power especially at lower price points.

The biggest issue with Internet shopping: no fitting rooms. The more expensive the item, the more critical it is that it fit well. Each color/shade works differently for each individual. For example, did you know that Neiman Marcus shoes can only be purchased in-store. Better products need to be tried on first. Taubman advocates 360 degree retailing where the relationship can take place both online and via a brick/mortar store.

We must all go Beyond Needs Satisfaction. No one needs another shoe. People shop because they want fantasy, entertainment, fun. Shopping is experience! The purchase is truly secondary to the experience.

Changing the Art Market - Taubman was instrumental is changing Sotheby's from a closed, wholesale, insider, illegal business to an inviting retail business, thereby revolutionizing art market and opening it up to more consumers. He bought in 1983 and encouraged customers, schools, and others to learn about art via luncheons and other educational venues. [Be sure to explore the Sotheby's website as it, too, educates.] Look at what Tiger Woods did to open up the golf world and totally change the interest level.

Integrity, transparency in how products sold is critical.

Taubman says that lifestyle centers can't beat major enclosed malls. They offer no definition of traffic. They may be good with local traffic, but create no concentration of traffic to deliver large consistent groups of shoppers.

The event description also stated that "few individuals have had a greater influence on today’s luxury consumer market than Alfred Taubman. The company he founded in 1950 introduced many of the architectural and business innovations that characterize the best high-end shopping environments in the world. To this day, Taubman Centers, Inc. owns and operates the most productive portfolio of retail properties in the nation, with such landmark marketplaces as The Mall at Short Hills in the New York area, Beverly Center in Los Angeles, Denver’s Cherry Creek, and The Mall at Millenia in Orlando."

I certainly left the event thinking carefully on what I had heard, more appreciative of overcoming threshold resistance and eager to read through the signed copy of Taubman's book that I received.

I will detail more about the retail experience from his book in a separate post.

Technorati Tags: A. Alfred Taubman Luxury Marketing Council Threshold Resistance retail experience Del.icio.us Tags: A. Alfred Taubman Luxury Marketing Council Threshold Resistance retail experience

TalkFloor Tells Flooring News

There's a new online flooring publication called TalkFloor.com. Have you heard about it? Have you subscribed for free daily email updates?

TalkFloor is the creation of John Simonson from Webstream Dynamics [also author of Flooring Insights & Tips blog] and Dave Foster, of FloorRadio.

Here's how John and Dave describe the site:

"Who is TalkFloor.com?

TalkFloor is the vision of two flooring guys. One guy with a microphone (that's Dave Foster of FloorRadio) and one with a mouse (that's John Simonson of Webstream Dynamics). We felt there is a real need for a great flooring industry web portal to keep flooring professionals up to date on the latest happenings in the flooring industry. A web site that is totally committed to bringing the latest news and audio interviews, as well as product videos, expert blogs, resource guide, marketplace, industry events, job opportunities and lots more exciting things. If it is happening anywhere in the flooring industry you will find it here first!!"

Key words: web portal and expert blogs. That what makes TalkFloor particularly unusual. The first flooring industry portal to feature blogs!

Here's the visual lineup [I know the images are small - Can you pick me out?] And, more detail on the TalkFloor blogs, which cover a wide range of topics.

+ The Brand Stand by Paul Friederichsen from BrandBiz Marketing Communications discusses marketing and branding.

+ Web Strategies by John Simonson is all about Web Site Design, SEO & Web Marketing.

+ Design by Don Marlowe offers design perspective.

+ Sustainability by Jon Dougal, who has a rich background in sustainable design [he's also the editor of the Green InSight Newsletter], promotes sustainability.

+ Totally Tech by Scott McGillivray offering Technology Help by RFMS [which also offers the Bits 'n Bytes newsletter]

+ Flooring the Consumer. Although it carries the same name as this Flooring The Consumer, it focuses more intensely on the flooring consumer. At least, so far.

+ Round the World by Jim Gould from the Floor Covering Institute offers insights into the floor covering business from around the World - literally! He's just come back from China.

+ Zeitgeist by Ben Kinlaw offers insights into housing, flooring, and the economy.

My posts to date include:
Please Write Your Elected Officials...
Customer Service: The New Luxury
The Flooring Installation Opportunity
Surfaces 2008 - Focus on the Consumer?
How Well Do You Know Your Consumer?
Feasting The Senses

Do check out TalkFloor.com and consider subscribing to the email newsletter [on front page, right hand side]. It will definitely keep you in the flooring know!

Technorati Tags: Flooring The Consumer TalkFloor flooring web portal social media Del.icio.us Tags: Flooring The Consumer TalkFloor flooring web portal social media

The Age of Conversation: What's Next?

This weekend was truly momentous. More specifically, Saturday March 29th. You see, that's when Social Media Bum Rush Happened for The Age of Conversation, the amazing book created from the contributions of over 100 bloggers from around the world [including me].

In between my daughter's Saturday dance class and other weekend obligations, I witnessed and participated in some of the excitement.

Before my eyes, I saw the ranking of The Age of Conversation change on Amazon.

I contributed a few tweets [coded #AOC for tracking], added an Amazon review [although it hasn't yet appeared], and purchased.

Via Twitter, I learned that The Age of Conversation now appears on Wikipedia. And Mack Collier suggested I bring my new copy to Blogger Social for autographs as 38 contributors are attending...

Amazing, too, to read The Marketing Fresh Peel's play-by-play commentary on THE LAUNCH: The Age of Conversation Bum Rush. Here is the final entry:

March 29th @ 10:00pm - #262
We made one last push up the charts that came in just under the wire!

What an amazing day! I along with the 103 authors of The Age of Conversation thank everyone that bought a copy (or more) of the book and helped generate buzz. Our combined efforts created a wave of conversation, blowing up on blogs, Twitter and other social media outlets, ultimately propelling the book from being ranked at 102,282 all the way to #36 on the Business Bestsellers list and #262 overall. Thanks for joining the rush!"

Thank you for being a part of this momentous day!

Equally exciting is getting a taste for what's next.

In January 2008, I asked What's the 2008 Version of Age of Conversation? Today, I share with you the details as announced by Drew McLellan in Meet the Age of Conversation '08 authors!

First, the theme: "Why don't they get it?"

Second, each contributing author will select one of eight topics that falls under the "why don't people get it?" theme to address. That makes it more interesting!

Finally, here are the 274 authors of the 2008 Age of Conversation: Why Don't People Get It?

Adam Crowe, Adrian Ho, Aki Spicer, Alex Henault, Amy Jussel, Andrew Odom, Andy Nulman, Andy Sernovitz, Andy Whitlock, Angela Maiers, Ann Handley, Anna Farmery, Armando Alves, Arun Rajagopal, Asi Sharabi, Becky Carroll, Becky McCray, Bernie Scheffler, Bill Gammell, Bob Carlton, Bob LeDrew, Brad Shorr, Bradley Spitzer, Brandon Murphy, Branislav Peric, Brent Dixon, Brett Macfarlane, Brian Reich, C.C. Chapman, Cam Beck, Casper Willer, Cathleen Rittereiser, Cathryn Hrudicka, Cedric Giorgi, Charles Sipe, Chris Kieff, Chris Cree, Chris Wilson, Christina Kerley (CK), C.B. Whittemore, Clay Parker Jones, Chris Brown, Colin McKay, Connie Bensen, Connie Reece, Cord Silverstein, Corentin Monot, Craig Wilson, Daniel Honigman, Dan Goldstein, Dan Schawbel, Dana VanDen Heuvel, Dan Sitter, Daria Radota Rasmussen, Darren Herman, Darryl Patterson, Dave Davison, Dave Origano, David Armano, David Bausola, David Berkowitz, David Brazeal, David Koopmans, David Meerman Scott, David Petherick, David Reich, David Weinfeld, David Zinger, Deanna Gernert, Deborah Brown, Dennis Price, Derrick Kwa, Dino Demopoulos, Doug Haslam, Doug Meacham, Doug Mitchell, Douglas Hanna, Douglas Karr, Drew McLellan, Duane Brown, Dustin Jacobsen, Dylan Viner, Ed Brenegar, Ed Cotton, Efrain Mendicuti, Ellen Weber, Emily Reed, Eric Nehrlich, Ernie Mosteller, Faris Yakob, Fernanda Romano, Francis Anderson, G. Kofi Annan, Gareth Kay, Gary Cohen, Gaurav Mishra, Gavin Heaton, Geert Desager, George Jenkins, G.L. Hoffman, Gianandrea Facchini, Gordon Whitehead, Graham Hill, Greg Verdino, Gretel Going & Kathryn Fleming, Hillel Cooperman, Hugh Weber, J. Erik Potter, J.C. Hutchins, James Gordon-Macintosh, Jamey Shiels, Jasmin Tragas, Jason Oke, Jay Ehret, Jeanne Dininni, Jeff De Cagna, Jeff Gwynne, Jeff Noble, Jeff Wallace, Jennifer Warwick, Jenny Meade, Jeremy Fuksa, Jeremy Heilpern, Jeremy Middleton, Jessica Hagy, Joanna Young, Joe Pulizzi, Joe Talbott, John Herrington, John Jantsch, John Moore, John Rosen, John Todor, Jon Burg, Jon Swanson, Jonathan Trenn, Jordan Behan, Julie Fleischer, Justin Flowers, Justin Foster, Karl Turley, Kate Trgovac, Katie Chatfield, Katie Konrath, Kenny Lauer, Keri Willenborg, Kevin Jessop, Kris Hoet, Krishna De, Kristin Gorski, Laura Fitton, Laurence Helene Borei, Lewis Green, Lois Kelly, Lori Magno, Louise Barnes-Johnston, Louise Mangan, Louise Manning, Luc Debaisieux, Marcus Brown, Mario Vellandi, Mark Blair, Mark Earls, Mark Goren, Mark Hancock, Mark Lewis, Mark McGuinness, Mark McSpadden, Matt Dickman, Matt J. McDonald, Matt Moore, Michael Hawkins, Michael Karnjanaprakorn, Michelle Lamar, Mike Arauz, Mike McAllen, Mike Sansone, Mitch Joel, Monica Wright, Nathan Gilliatt, Nathan Snell, Neil Perkin, Nettie Hartsock, Nick Rice, Oleksandr Skorokhod, Ozgur Alaz, Paul Chaney, Paul Hebert, Paul Isakson, Paul Marobella, Paul McEnany, Paul Tedesco, Paul Williams, Pet Campbell, Pete Deutschman, Peter Corbett, Phil Gerbyshak, Phil Lewis, Phil Soden, Piet Wulleman, Rachel Steiner, Sreeraj Menon, Reginald Adkins, Richard Huntington, Rishi Desai, Rob Mortimer, Robert Hruzek, Roberta Rosenberg, Robyn McMaster, Roger von Oech, Rohit Bhargava, Ron Shevlin, Ryan Barrett, Ryan Karpeles, Ryan Rasmussen, Sam Huleatt, Sandy Renshaw, Scott Goodson, Scott Monty, Scott Townsend, Scott White, Sean Howard, Sean Scott, Seni Thomas, Seth Gaffney, Shama Hyder, Sheila Scarborough, Sheryl Steadman, Simon Payn, Sonia Simone, Spike Jones, Stanley Johnson, Stephen Collins, Stephen Cribbett, Stephen Landau, Stephen Smith, Steve Bannister, Steve Hardy, Steve Portigal, Steve Roesler, Steven Verbruggen, Steve Woodruff, Sue Edworthy, Susan Bird, Susan Gunelius, Susan Heywood, Tammy Lenski, Terrell Meek, Thomas Clifford, Thomas Knoll, Tiffany Kenyon, Tim Brunelle, Tim Buesing, Tim Connor, Tim Jackson, Tim Longhurst, Tim Mannveille, Tim Tyler, Timothy Johnson, Tinu Abayomi-Paul, Toby Bloomberg, Todd Andrlik, Troy Rutter, Troy Worman, Uwe Hook, Valeria Maltoni, Vandana Ahuja, Vanessa DiMauro, Veronique Rabuteau, Wayne Buckhanan, William Azaroff, Yves Van Landeghem

I am extremely honored and excited about taking part in this next version of The Age of Conversation: Why Don't People Get It? I promise to share more.

Thanks again!

Technorati Tags: The Age of Conversation social media bum rush bumrush marketing Del.icio.us Tags: The Age of Conversation social media bum rush bumrush marketing

The Carpetology Blog Update for March

Have you been keeping up with the Women of Wear-Dated?

If not, here's a quick summary of what we've been up to in the past month over at The Carpetology Blog.

Naturally, we continue to cover practical carpet related topics:

Pray Tell: What is a Frieze Carpet?
A Guide to Carpet Installation
The Carpetology Guide to Buying Carpet: Step 2 - Options & Decisions
The Perils of Padless Carpet

Then, there are the unusual or unexpected carpet stories:

Carpet Creates 'Theatre of the Senses'
Carpet Exudes Sweet Emotion...

Smart Carpet: Your Key To Survival

Cushioning Play with AstroTurf Carpet

And, given how important a role fashion, color and design play in enticing the consumer to select one carpet style over another, we have those stories, too:

All right, Mr. DeMille, I'm ready for my close-up....
Green Around The World

The Women of Carpet Design

Please let us know if you come across any intriguing ideas to showcase, or whether there are specific subjects that come up when you discuss carpet with customers, friends and family.

Enjoy, and Thank You for reading and subscribing!

Technorati Tags: The Carpetology Blog Wear-Dated carpet flooring Del.icio.us Tags: The Carpetology Blog Wear-Dated carpet flooring

Which Is Better? Buying Cars or Carpet?

We Buy Cars originally uploaded by AntyDiluvian.

I recently came across this Letter to the Editor of The Connection Newspapers from Alex Cullison of Fairfax, Virginia. It is titled: "Buying Carpet or Cars?"

I consider this serious stuff.

So serious, that I'm referring to most of it here.

It's the kind of thing that gets my attention. Because it gets to the heart of issues that plague the carpet business. Not that these issues are unique to carpet or flooring, but they are all too prevalent. And, I predict that they will become even more objectionable as the consumer gains more power, can more easily express frustration and becomes better able to come up with solutions to the frustrations. In fact, I've also discovered Cullison's comments on Helium.com.

At the heart of these issues lie transparency and authenticity - telling the truth and not obfuscating - so that consumers feel enthusiastically delighted about their purchases [think of the delight that an Apple iPod purchase generates] rather than that they've been taken for a ride.

It gets my attention because I frequently compare the carpet buying retail experience to that of purchasing used cars. But it's another thing for a real-live consumer to use that analogy, and rate car buying ahead. Considerably ahead.

Here follows part of the letter. Brace yourselves. It's not pretty:

I am in the market for new wall-to-wall carpet for my home. This sounds simple enough. You decide on a color and style and make a purchase based on your budget. Nothing could be further from the truth.

I am the type of person who reads Consumer Reports and other similar review publications and buys accordingly. I won't pay more for something because of a designer label or snob appeal. I will spend more for something; let's say a car tire, if the performance and wear justifies the expense. In our family, we strive to make thoughtful informed decisions, especially regarding large-dollar purchases.

Unfortunately, unlike just about any other purchase one can make in this civilized world, the carpet industry has effectively established a marketing culture making it almost impossible to determine general values of quality and pricing. This culture of imposed confusion is embraced by all the companies that make carpet. This is exacerbated by the fact that fiber selections are not directly related to actual rug construction. You can choose a great fiber and good luck finding out what company actually made the carpet out of that fabric. Further, each carpet manufacturer has its own cute criteria/system for determining wear ability, stain resistance, static protection, etc. Lastly, the industry refuses to use the same terms from one manufacturer to another.

One company uses a term "Softbac" for a flexible carpet backing, while others call it “Action Back” or “OPTIBACK.” Density, weight and other determining factors should be quantifiable absolutes but become abstract and nebulous in the way the industry presents this information. Buying carpet is not fun. It is easier to buy a used car in terms of decision-making.

My family is willing to pay more for a product if it can demonstrate cost effectiveness albeit there is no way of effectively researching carpets in order to make an informed decision. I have spent more time than I care to admit trying to find reliable data and some common denominators in the carpet industry. The carpet moguls have won. I am at the mercy of my carpet salesperson and the industry marketing hype.

Ironically - going back to the Apple example - anyone walking into an Apple Store knows that anything within costs more than the equivalent MP3, laptop, phone... And, yet, everyone walks in willingly. Each one knows exactly what s/he is considering - having been able - assuming a desire - to compare it to equivalent products. And, yet, consumers still walk in and purchase willingly and with delight, impatient to get it home and start playing.

So, carpet industry. What are we waiting for?

Let's make carpet buying as exciting and inspiring as buying something from Apple - and a LOT better than buying a car!

Technorati Tags: carpet flooring buying carpet Alex Cullison customer experience Del.icio.us Tags: carpet flooring buying carpet Alex Cullison customer experience