Flooring The Consumer

Monday, December 15, 2008

Retail Window Displays Matter

Two weeks ago, I received an inquiry from Annie Karni, News Editor and Senior Writer for The New York Post's Page Six Magazine. She was working on a feature story on Bergdorf's and Barneys' holiday window displays for and had come across my post about Engaging The Consumer... Via Store Windows! and Linda Fargo. Would I answer some questions, she asked?

More specifically,

+ Why are talked about window displays important to a store?
+ Do they help drive sales?
+ Do they help establish a store's reputation?
+ Aside from creating beautiful street art, why is it important for these department stores to invest time and money in their windows?

Here is how I answered.

Stores bring people and products together. Stores lead to shopping, and possibly to a decision to purchase. The most successful stores engage all of the senses to seduce shoppers into becoming buyers.

Store windows start the romance between shoppers and the products within the store. They start a conversation, generate curiosity and excitement about what's happening inside the store. They communicate to passers by the store's soul, its brand and personality. They set expectations about the store -- 24/7 and for all who pass by.

Store windows are critically important and need to change frequently [Paco Underhill says approximately every 2 weeks; Linda Fargo says every 2 to 3 weeks] to encourage people to return and revisit. Keeping the windows updated and fresh signals how much the store cares, how passionate it is about what it does, and that it is alive and engaged in interacting with shoppers.

Look at comparable examples around us. Newspapers have fresh headlines every day. The Huffington Post does so several times a day. Effective blogs post updates several times a week. A flower store or farm stand makes sure that only the freshest, newest items are showcased. Imagine the message that wilted flowers and rotten tomatoes would send to those shopping! These are the equivalent of retail window displays.

Finally, look at stores like Anthropologie or Urban Outfitters that disavow direct selling. Instead, they have created engaging retail buying experiences - starting with window displays and every other element within the store - that encourage the consumer to 'sell' herself into purchasing something.

Annie translated that input into the following:

'The success of these windows, which can cost millions of dollars in planning and execution, directly affects a store's profits, says Christine Whittemore, who studies consumer trends for manufacturers. "Store windows start that romance between the potential shopper and the product within," she adds. Many retailers stock the same merchandise, and reaction to the windows can determine which store shoppers decide to spend their money at. "The more the windows appeal to the senses, the more successful they are at making people become purchasers."'

Annie Karni's article titled The War of the Window Dressers is a mesmerizing read whether you are fascinated by Barneys and Simon Doonan or Bergdorf Goodman and Linda Fargo, or not. I am honored to have been quoted in an article that highlights retail window displays and their ability to create conversation between shoppers and products...

So, tell me, when is the last time you updated your store windows? I hope recently...

[Note: I'm scheduled to 'do' the New York City department store Christmas windows next weekend with my daughter.]

Technorati Tags: Annie Karni Page Six Magazine Bergdorf Goodman Linda Fargo Barneys Simon Doonan retail experience retail store windows retail windows Christine Whittemore Del.icio.us Tags: Annie Karni Page Six Magazine Bergdorf Goodman Linda Fargo Barneys Simon Doonan retail experience retail store windows retail windows Christine Whittemore

Friday, December 12, 2008

Integrate Your Retail Experience

This article, titled "Integrate Your Retail Experience!" appeared in the September 15, 2008 issue of Floor Covering Weekly.

Have you considered that what matters to your customers is what makes your retail experience distinct from anyone else’s in your marketplace? And, further, that it constitutes your value in the marketplace?

What is it that matters to your customers? Is it a store stunning in its details? Is product selection second to none? Are your installers perfection personified?

Imagine having a flooring store that resembles The Apple Store. It infuses customers with Zen vibes and relentless passion. Customers immediately relax upon entering. They like to linger, considering possibilities. They willingly and enthusiastically take the plunge and purchase from you. They expect only the best. But, then, your store representative measures your customer’s room inaccurately. To make matters worse, your installer botches the job. In fact, this is the experience most of your customers encounter once they leave your store. What will your customers say to one another? How long will you survive?

What if you offer a selection of flooring products second to none and your deals are phenomenal. Unfortunately, your store's appearance is dreadful. Samples are strewn about the floor. The carpet underfoot is worn and stained; the bathrooms are best ignored. Consumers must undergo fumigation after walking through it. Despite the amazing deals and extensive product, how impressed is this shopper with you?

Picture this: your store is attractive; your installers are good, but no one follows up with the customer to ensure that the installation has been scheduled, let alone conveniently. No one has attempted to educate her about how to maintain her carpet. Your consumer encounters problems and learns that her warranty has been voided because she didn’t care for her carpet per IICRC and CRI recommendations. How satisfied do you think your customer will be?

These scenarios are common. Ask around. If you’re lucky, someone will be honest and share them with you. They all reflect a missed opportunity to better integrate all aspects of the retail experience so customers are delighted and impressed with us, talking about us in reverential rather than disgusted tones.

My mother is one of these disappointed consumers. Her experience was good enough from the average retailer’s perspective, but not from hers. Although her three projects look great, she endured three months of missed appointments, frustration, miscommunication and aggravation. One room was measured incorrectly, resulting in a backorder and a different, more expensive final solution. She personally had to pursue store representatives for basic information [when are you coming? Are you still coming? Where is my carpet?].

So, what’s going on? Experts will tell you that the back and front ends of the store experience haven’t been adequately integrated. Rather than work together as a team, they work competitively and at cross purposes.

Whereas such an approach might have been good enough not too long ago, those days are gone. Not only are we over-stored, but the social web offers consumers the tools to research, document and investigate reputation.

That places the consumer front and center. What matters to her, matters to you. Provide her with a flawless experience, and she will reward you with her business and her loyalty. Offer her a partially satisfactory solution and not only will she take her business elsewhere, but she will let everyone know to stay away.

Welcome to the new world order, where customers call the shots!

So, let’s rethink the situation. Aren’t consumers simply looking to find a perfect flooring solution for their beautiful home and a place where the relationship extends beyond the immediate transaction?

That requires that every aspect of your retail experience work seamlessly together, that all parts be integrated. It matters to her that you facilitate internal communications, and foster cross-departmental cooperation rather than competition so everyone can be a part of delivering solutions.

It matters to your customers. That means that it matters to you.

Technorati Tags: customer experience customer service retail experience integrated retail experience Del.icio.us Tags: customer experience customer service retail experience integrated retail experience

Wednesday, December 10, 2008

Social Media Series: Ann Handley on Bridging New & Old

Ann Handley with MarketingProfs
originally uploaded by David Alston.

This week's guest for the Social Media Series: Bridging New & Old is the amazing Ann Handley.

Ann lives and breathes new marketing. You may know her from MarketingProfs where she is Chief Content Officer - and chief instigator, editor, nurturer, community builder and conversationalist - skills she developed as co-founder of ClickZ.

As much as Ann is immersed in new media tools, what I enjoy most about her is that she gives new meaning to storytelling. Yes, she writes for MarketingProfs, and MarketingProfs Daily Fix. But, you'll also find her on The Huffington Post, This Mommy Gig and her recently launched blog, Annarchy [which will soon celebrate its first blog anniversary], where she will grip you unexpectedly with each post.

I couldn't think of a better person than Ann Handley to follow Mack Collier!

CB: Ann, how/why did you get involved in social media?

Ann: Well, when I was a child I invented blogging when I launched into many conversations with 9 different pen pals, all at once. So once the technology caught up, I guess you could say the social media found me, not the other way around.

Of course, I’m kidding: I say I invented blogging because the whole idea of keeping my own take on things private has always been boring to me. I was never the girl who kept a diary under my mattress, because it seemed pointless to write for only myself. I mean, I know what I think, and I didn’t feel a need to record it. For whom?

Instead, I craved interaction and feedback. Feedback – and now, comments and “friends” and social connections and readers – help me evolve my own thinking and understanding, which is why I readily embraced blogging a few years ago with the launch of the MarketingProfs group blog, the Daily Fix and then, later, my own personal blog, Annarchy. For me, writing and communicating is not a solitary activity. I can’t shut myself in a room and write my heart out and feel satisfied. I need to share. I need to listen. I need the interaction.

So blogging literally feels like something I invented when I was a little girl alone in my room, writing to my community of pen pals.

CB: What do you like most about social media?

Ann: I love the way things are amplified and intensified. Relationships forged there are fun and insightful and (sometimes) surprisingly intense. And real. There’s a wonderful camaraderie and depth of community among its participants. I think that’s because it’s hard to be inauthentic in social media. You can’t really hide who you are.

What’s more: in social media, everyone has a voice, because everyone suddenly has a platform. Which means that everyone matters. Everyone is potentially an influencer. Everyone is a “Who” on the “Who’s Who” list.

Like most of us, I embraced social media as an individual. But it doesn’t take long before you start to see the business possibilities inherent there, too.

From a brand’s perspective, I like the way that companies like Zappos and Comcast who have readily embraced the social media space have set a new standard for the way brands interact with their customers, in terms of the customer responsiveness and service. If a customer complains about Comcast service on Twitter, for example, he or she will hear from Frank Eliason (@comcastcares) or one of his colleagues. Social media platforms amplify what companies do… or don’t do. It’s hard for them to hide who they are, too.

CB: What do you like least about social media?

Ann: Paradoxically, I sometimes dislike the way things are amplified and intensified.

In the recent case of the Motrin Moms situation, for example, its silly advertisement earned them a run through the hot oven for disrespecting their community. Was it deserved? Maybe. But my guess it that Motrin’s initial takeaway is that the Twitter community – which loudly walloped them – is filled with hot heads and critics. This kind of thing has happened many times over, in other places, on other platforms.

Brands will misstep, but I much prefer social media to use its powers for good, rather than evil. To teach, rather than criticize. To focus on the potential.

I wish for a little perspective: It’s not an easy thing for companies in these very early stages. Social media is a risky minefield. Doing it wrong can bring on a punking, and staying on the sidelines could leave a company vulnerable, as Forrester’s Jeremiah Owyang has said.

CB: What 5 suggestions do you have for companies to implement so they can more effectively bridge old media with new media and connect with end users?

Ann:
1. Understand that social media isn’t magic, smoke, or mirrors. For marketers, it’s part of a larger mindset shift toward listening and interacting with your customers, and not just pushing out advertising and collateral.

2. Research what all the fuss is about. MarketingProfs has lots of great content on Social Media from a marketer’s perspective, as does its blog, the MarketingProfs Daily Fix. Most recently, Jason Baer, Amber Naslund, Beth Harte have all been looking at the fundamental steps, as does Mack Collier, consistently.

3. Read other smart folks in this space. Almost all of the marketers who blog for the MarketingProfs Daily Fix – including the four I named above -- write their own blogs. Explore them, and you’re bound to find a few voices that resonate with you and your needs.

4. Listen. See what bloggers and Twitter and other social media users are saying about you or your products or others in your space. To start, use blogsearch.google.com and search.twitter.com to monitor the conversation. If you want more, Andy Beals suggests eight free monitoring tools here.

5. Wade in. Start using social media tools as an individual. Get a Facebook account, a Twitter account, a LinkedIn profile. Read and comment on blogs that interest you. Pretty soon you’ll start to see the business possibilities inherent. I know I did.

CB: Any other thoughts to share about the effectiveness of social media in forging stronger relations with customers?

Ann: Social media is just one tool in a larger New Marketing toolbox, which is about shifting your approach to the way you connect with customers. Marketers for companies of all shapes and sizes should be like Walmart greeters, asking themselves about their customers, "How can we help?" I don't mean that pejoratively or literally: Rather, I mean that companies should be positioning themselves as a trusted resource.

To that end, they should be creating content that helps their customers do their jobs better, that educates them. In a larger sense, the marketer’s job these days is understanding what your customer needs to know, and then delivering it in an interesting and compelling way. I think that shift lies at the heart of forging stronger bonds with customers.

Paradoxically, the more it’s about them, the more it’s about you. You know? ; )

Thank you, Ann!

Comments? Reactions? What do you think about the notion of companies needing to position themselves as trustred resources? And creating content that helps customers? What about social media being only one tool in the larger New Marketing Toolbox?

What other thoughts do Ann's responses trigger in terms of bridging old & new media?

Technorati Tags: social media Bridging New & Old Media series Ann Handley MarketingProfs Annarchy marketing Del.icio.us Tags: social media Bridging New & Old Media series Ann Handley MarketingProfs Annarchy marketing

Monday, December 08, 2008

5 Marketing Lessons From Social Media & The Elections - Part 4

My New Barack Obama Sidekick theme!

originally uploaded by misschloeemily.

Amazing what marketing lessons a successful presidential election campaign can teach us, particularly when the winner has been willing to use new tools and integrate them effectively with more traditional ones.

Chief amongst those lessons is the value of having a sound marketing plan in place where all of the strategic elements work in coordinated fashion to deliver the desired result. In other words, marketing works.

Good marketing ensures a consistent and convincing message - here about change - that generates contagious enthusiasm with distinct calls to action [contribute, register, vote, organize...]. Good marketing applies not just to politics, but also to business and the retail experience.

I'm not the only one to find marketing lessons in these events. In fact, I suggest you check out Rohit Bhargava [see below], David Meerman Scott [see Ten marketing lessons from the Barack Obama Presidential campaign], Henry Lambert [see Obama’s Lesson’s For Marketing], Meron Bravo [see Wednesday Jabber: Market Like A Poll Star!], Kim Cornwall Malseed [see 6 B2B Marketing Tips Courtesy of McCain & Obama] and Aarti Shah's 11/5/08 PRWeek article titled "Obama's savvy comms propel him to victory."

As I read through them [which I strongly recommend that you do, too], I noticed that they seemed to fall into 5 'uber' categories. So, without further ado, I share with you 5 marketing lessons from social media & the elections - mashed from the articles above and my own observations.

1. A strong and consistent brand matters.

The Obama campaign developed a visual brand for itself, something more typical of a consumer product than of a politician. The brand successfully evoked themes of hope and change and in a "shareable" format.

In How Obama's Brand Helped Him To Win The Election, Rohit Bhargava states that among the campaign's marketing lessons, "strongest is the power of having a strong AND shareable brand. Obama's logo and brand identity were consistently used across all his communications, but also treated with a flexibility that would drive many holders of a brand identity completely mad. Instead of taking a closed approach to his brand identity, the Obama campaign let people remix the brand for their own uses." He includes two graphics he created to illustrate the range of interpretations created - amazingly varied, but also powerfully consistent.

The brand cleary and simply articulated what the campaign wanted people to believe.

Other considerations: be different and stand for something big. Be prepared to be flexible.

2. Embrace different means for reaching your audience. Be where they are.

This is where social media comes into play as we transition away from conventional top down communication in favor of interactive communication. Social media and the new rules of marketing are essential. Embrace citizen journalism.

Definitely take advantage of multi-channel marketing/PR strategy [i.e.,fully integrate all of your marketing]. Face-to-face interaction is effective and valuable.

3. It's about your customers, not you.

Many observations fall into this category. No surprise, most result from the transition away from top down to interaction.

Build your following from the ground up. Put your fans first. Embrace the little people, too. Think long term relationship with your customers rather than a one-time transaction. Marketing is about relationship building vs. a hierarchical/corporate approach. Find commonality. Be committed to change, to improvement for the greater good and the good of your customer base.

Converse don't dictate. People don't like tele-marketing. People don't care about products and services, instead they care about themselves and about solving their problems. When someone becomes a customer, s/he wants to talk about it.

Figure out a way to help your supporters help you. Offer partnership for your audience. Embrace behavioral economics.

Listen. Listen some more. Listen so you understand which issues are relevant and what's at stake. Don't wear out your audience. Stay connected.

4. Optimism is infinitely more powerful than negativity [and more contagious].

Negativity doesn't sell, so be optimistic.

5. The brand is only as good as the people who form the organization.

This one gets to authenticity and reinforces the consistency of the overall campaign: be genuinely likeable; plan, organize and delegate well; surround yourself with passionate, committed people; find smart, trustworthy people to advise and help you; demonstrate knowledge and ability; show discipline, determination and hard work; don't obsess over the competition, and take time for your family.

I'll leave you with the following image. It particularly appeals to me when combined with Diva Marketing Toby Bloomberg's characterization of social media as a living room into which you welcome friends for a conversation. It comes from the slideshare presentation on Henry Lambert's post.

Imagine your brand as host or hostess who welcomes, makes introductions and keeps the conversation alive -- brand as the soul of hospitality, totally focused on his or her visitors, and eager to nurture a long term relationship...

And, then, apply the lessons above.

What do you think?

[If you are new to Flooring The Consumer, previous posts include Social Media, The Elections, What It Means For Marketing, Social Media & The Elections: What It Means for Marketing - Part II, and Social Media, The Elections & Lessons for Marketing - Part 3.]

Technorati Tags: marketing lessons social media and the elections Del.icio.us Tags: marketing lessons social media and the elections

Thursday, December 04, 2008

Social Media Series: Mack Collier on Bridging New & Old

[Mack Collier with Becky Carroll and me at the recent MarketingProfs Digital Mixer]

My first guest for the Social Media Series: Bridging New & Old is Mack Collier. In case you've not heard of Mack, he writes the The Viral Garden, an insightful and influential marketing and social media blog. He frequently contributes to Marketing Profs, the MProfs Daily Fix blog, and small business blog Search Engine Guide. On top of that, he is an amazing social media strategist and consultant.

What I appreciate most about Mack - apart from how approachable he is - is his down-to-earth and practical approach to social media and marketing. He constantly experiments and tweaks to better understand the ramifications [e.g., as in The Z List] and then shares what he learns.

From a corporate blog learning perspective, do check out his Company Blog Checkup series, and if you need a recommendation of marketing blogs to start reading, look no further than Mack's weekly updated Top 25 Marketing Blogs [which - I'm honored to say - included Flooring The Consumer for weeks 58, 59, 60, 61, 62, 64, 65, 66, 67 - i.e., last year!].

CB: Mack, how/why did you get involved in social media?

Mack: I got involved by accident. I was active on the advertising and marketing message boards on the Talent Zoo website, and TZ decided to start an advertising blog called Beyond Madison Avenue. They picked several of the most active participants in their forums, including myself, to be the writers for BMA. That was in Sept of 2005; by December we had about 2,000 unique visitors a day, and I became the de facto editor for the blog. It continued to grow, and by March of 2006 I decided I wanted to start my own blog, and launched The Viral Garden.

CB: What do you like most about social media?

Mack: How easy it is to meet so many amazing and interesting people. And not only that, but how connections made online carry over so easily to offline. When I first started attending social media events and conferences earlier this year, the thing that struck me was how I could 'meet' someone that I had already connected with online, and it was as if we were old friends. I would meet someone and attempt to introduce myself and shake their hand, and they would counter with 'I know who you are Mack; give me a hug!' It's really amazing!

CB: What do you like least about social media?

Mack: I think the ease at which you can connect with people can also be a bit of a downside in a way, because it's tough to really know too many people. For example, I spend a lot of time on Twitter, and am constantly following more people, now around 900. But I would bet there are probably only about 20 or so that I *really* know, and that's just that I haven't been able to spend time getting to know them outside of Twitter. I haven't been lucky enough to meet them offline like I have with you at Blogger Social and then at the Marketing Profs Digital Mixer.

Something else I don't like is that since it is so easy for people to connect, I think it's also easier for groupthink to kick in. It's easier for those of us that evangelize social media (such as myself), to become a bit blinded to some of its limitations or shortcomings, if we don't connect with people outside our fishbowl.

CB: What 5 suggestions do you have for companies to implement so they can more effectively bridge old media with new media and connect with end users?

Mack:
1 - Start paying attention to social media. You don't have to become experts, but start making yourself familiar with the space, and why your customers are using these tools. I write for two sites that are wonderful resources for helping you get up to speed on social media, MarketingProfs.com and SearchEngineGuide.com.

2 - After you start paying attention to social media, start monitoring online conversations to see if your company/brand is being discussed. Use tools like Google Blog Search and Twitter Search to see what the chatter is.

3 - Start responding to people that are talking about your company/brand online. If you have a blog, you can address their points there, and invite others. The key is to become a participant in the conversation that's happening online about you.

4 - If you want to launch a social media strategy, make sure your goals for that strategy align with your larger communication efforts. It's great to use Twitter to provide customer service, but if your offline efforts aren't ready to handle your SM [social media] efforts, it will all collapse. SM can't exist in a vacuum, they are connection tools and you can't have 2 guys that handle your blog being 'people persons' that love connecting with your customers and helping them, when no one else in the company supports that position. Your strategy and attitude toward how you will use social media have to be a byproduct of your company's culture, not the attitudes of that one geeky guy or gal that 'gets' social media.

5 - Think about ways you can integrate 'old media' connection efforts with 'new media'. If you blog, try adding links to some of your posts to the monthly email newsletter that you send out. If you are connecting with your customers on Twitter, don't be afraid to give them your phone number so you can walk them through a particular problem they are having. Think about how you can leverage product information on your website, to help readers of your blog find the information they are looking for. Social media didn't suddenly become the silver bullet that will save every bad business plan, just like 'traditional marketing' didn't suddenly become obsolete. Both can and should be utilized together, as appropriate in reaching and connecting with your customers.

CB: Any other thoughts to share about the effectiveness of social media in forging stronger relations with customers.

Mack: It sounds cliche, but you really do have to care about people. I think a lot of companies right now are excited about social media, because they see it as a cheap (time is often the biggest commitment) way to reach their customers. IOW, they want to find out how they can monetize the interactions they have with customers via social media.

Here's why this doesn't work; because people aren't using social media to be monetized by companies, they are using social media to connect with other people. We use social media to create and share information with each other. We become friends and share our thoughts and feelings. We connect as 'real people'.

So if a company wants to utilize social media as an effective way to reach their customers, they have to shift their mindset and use the tools in the same ways, and for the same reasons, as their customers do. They have to use these tools as real people trying to connect with their customers (real people). If you approach social media as a new channel to 'sell more stuff', then your efforts will likely fail miserably.

But instead, if you use social media as a new channel to connect with your customers and create valuable content for them, to give them information that they can use, then you are giving them a reason to connect with you. You are creating value for them. And a byproduct of doing so, will be that these customers will help promote your efforts, which results in the online conversation about your company increasing, and becoming more positive.

Which ultimately, will probably help you 'sell more stuff'. But that only happens when you enter into social media with the mindset of 'what value will our efforts create for our customers?', and not 'what value can we extract from this space?' It's all about shifting your mindset to using social media as a way to create value for your customers. If you can do that, you win!

CB: Thank you, Mack!

Comments? Reactions? What do you think about Mack's reference to 'groupthink?' What ideas about bridging old & new media do his comments trigger?

Technorati Tags: Bridging old & new media series social media marketing Mack Collier The Viral Garden Del.icio.us Tags: Bridging old & new media series social media marketing Mack Collier The Viral Garden

Tuesday, December 02, 2008

Social Media Series: Bridging New & Old

Sydney Harbour Bridge#1 originally uploaded by Robert Brindley.

Social media is here to stay. That much I know. According to the 2008 Technorati State of the Blogosphere, "Blogs are Pervasive and Part of Our Daily Lives." We saw social media play an important role in the recent U.S. presidential elections. And tools like Twitter help funnel news during global events like the recent Mumbai terror attacks.

However, we still have a bridge to build between those in the know and those not yet involved.

Perhaps they are simply sitting on the fence. Or maybe they're technically uninterested... What if they are uncomfortable? Or rather the topic isn't relevant at this point. Perhaps they are unaware of what's happening? Regardless, they are definitely not engaged in the conversation.

We owe it to our customers and audience, though, to bridge the gaps that exist between the old ways of communicating and the new ones. It matters because those missing voices are important. They have something to teach us. And we must remain relevant to them.

During the MarketingProfs Digital Mixer, Arianne Huffington described taking whatever steps necessary to include prominent voices on Huffington Post. Whether it meant taking dictation from Arthur Schlesinger or faxes from others, the end justified the means. She made it easy for contributors to contribute and The Huffington Post is a richer resource as a result.

The same applies to social media in general. The conversation can only become richer if we include that variety of perspectives. How do we get there, though? It's not a quick fix solution. But it is one made for creative integration and re-interpretation of the old and the new. Don't you think?

To that end, I am starting a new series about Bridging New and Old Media. I hope it sparks discussion. I hope it generates actionable ideas on how best to reach all customers and include them in discussions about the value we offer. Perhaps it will also bring up ideas we haven't even considered.

My first guest is The Viral Garden's Mack Collier. Please stay tuned!

Technorati Tags: Bridging old & new media series social media marketing Del.icio.us Tags: Bridging old & new media series social media marketing

Monday, December 01, 2008

The Carpetology Roundup - November 2008

It's December already, with much to look forward to.

This Wednesday, 12/3/2008, the tree at Rockefeller Center lights up and formally launches the New York City Holiday season. My daughter has already started petitioning me for an outing to admire the Holiday windows at Lord & Taylor, Macy's, Saks and Bergdorf Goodman and along 5th Avenue...

That same day, we will honor the 2008 Doc Award competition winners.

There's also a milestone coming up at the end of the month for The Carpetology Blog... Can you guess what it is?

While you think about it, here is The Carpetology Blog Roundup for November, 2008!

[If you are new to Flooring The Consumer, The Carpetology Blog is the official Wear-Dated blog about all things carpet... design, inspiration, care and stories carpet-related. Please do check it out and let me know what you think... ]

This past month, here's what happened at The Carpetology Blog...

We gave thanks in Happy Thanksgiving! and Groundswell Reviews & Carpetology Testimonials - Thank You.

We covered carpet basics in Understanding Carpet: Quality, Understanding Carpet: Benefits and The History and Science of Carpet.

We offered election coverage - both pre- and post - in Red, White, Carpet and the Elections and Post-Election Carpet All Wrapped Up.

Carpet design inspiration remains critically relevant. Imagine what we discovered in A Foot's Perspective - Episode 17: Wow Carpet!, Design Reviews from the Floor Up ~ Another Shade of Grey and A Foot's Perspective - Episode 16: The Wear-Dated Office! Yes, lots of carpet inspiration.

Finally, carpet care matters tremendously, too. In Annette's Carpet Corner: How To Remove Grease On Carpet, we tackled a frustrating stain.

Thanks for reading. Have a wonderful December!

Friday, November 28, 2008

CNN's 2008 Hero: Liz McCartney & St. Bernard Project!

Did you watch CNN? Did you catch the news?[NB: You still can through Sunday.] I'm so very excited to share that Liz McCartney, community crusader for the St. Bernard Project has been chosen as the CNN 2008 Hero of the Year! Hurray! Thank you to all who voted for her.

My sister informed me of the good news earlier this week as the CNN All Star Tribute being shown this week was recorded last weekend. She also shared with me Liz's response to her good wishes.

That response got me thinking how this momentous achievement is not the end, but rather just one stop in a long journey - or rather crusade. Because there is so much left to do. In St. Bernard Parish alone, 1,600 families still live in trailers. Think about other areas...

Liz has posted a Thank You Note on the St. Bernard Project website. In it she reiterates what the St. Bernard Project represents: "a rebuilding organization that can transform a gutted house in to a safe and comfortable home in 12 weeks for about $12,000."

That in itself is remarkable.

There's another aspect of her achievement that has more meaning since writing about Social Media, The Elections, What It Means For Marketing, Social Media & The Elections: What It Means for Marketing - Part II, and Social Media, The Elections & Lessons for Marketing - Part 3 [yet to be shared: the marketing lessons]. It has to do with how all of us can help in solving many of our societal problems -- we are part of the solution. The St. Bernard Project demonstrates per Liz that "people - with or without the government - can solve problems." In other words, she and her friend Zack have developed a new business model for funneling human energy, goodwill and resources to help get tax-paying residents back into their homes. It's a model that can be duplicated elsewhere to deliver results.

How cool is that?

Liz' letter not only thanks, but urges us on to do more:

"... Together we can improve the work we are doing in St. Bernard Parish. We can expand into New Orleans, and we can replicate our model in other storm-devastated areas. Indeed, I know this is what we must do. We must ensure that families move out of trailers and back into their homes, that seniors live out their lives in their own homes, and that children spend their formative years in homes, not tiny trailers. We cannot simply continue, we must improve and expand. The operational ethos of the St. Bernard Project — treating our clients the way that we would want our family members treated — demands it.

So, I ask you to continue voting! But this time:

vote with your feet and volunteer
vote with your voices and spread the word about the St. Bernard Project's needs and goals
vote with your wallets and support our efforts to increase our capacity in St. Bernard and expand into Gentilly

You can be a hero simply by getting involved. For the families you help, you will be more of a hero than I could ever be. Now that we have won, I ask you to continue to spread the word about SBP. Please ask your friends to spend time on our website, where they can get to know the families we have helped and those who are still waiting.

Because of folks like you, SBP has grown from a two-person operation to a new and effective model for post-disaster recovery. Please continue to help us grow. I urge you to think about what you can do to become a hero for our clients."

I can't say it any better than Liz does. Please, will you help get the word out? Anything you do to spread the word will help get homeowners back into their homes faster.

And that benefits all of us.

Thank you.

Technorati Tags: Liz McCartney St. Bernard Project CNN Hero 2008 cause marketing social media Del.icio.us Tags: Liz McCartney St. Bernard Project CNN Hero 2008 cause marketing social media

Thursday, November 27, 2008

Thanksgiving Thoughts 2008

I treasure Thanksgiving. It's a holiday that celebrates us, as opposed to them or you. It's one where we come together as family and friends to enjoy one another with acceptance and few pretenses, sharing gifts from the heart.

This year, there's another aspect of Thanksgiving that I appreciate. Perhaps you do, too.

I find that Thanksgiving holds the world and all of its turmoil at bay for a few days - long enough to catch our breath and be ready for another onslaught of the out-of-control.

I bet you've had plenty to deal with. We certainly have with the announcement of layoffs in our nylon business. My heart goes out to my many associates affected. Although I realize that at some point the marketplace will settle and get back to healthier levels, I do hate that, in the meantime, things are a mess.

So, this Thanksgiving, I'm grateful to celebrate my seven year old's birthday on Thanksgiving Day, with both of my parents - including my Dad who was released yesterday from the hospital - my sister and her daughter, and my husband. We miss my nephew - he's in Tokyo - but welcome his aunt and our friend, Betsy.

To those of you in the U.S., I wish a very happy Thanksgiving and thank you for your support and encouragement. In turn, I offer you fascinating details about Wild Turkeys, our almost national bird, remind you of my favorite Art Buchwald story titled A Turkey Dinner With French Dressing [from Giving Thanks], and encourage you to check out the updated version of the History of Thanksgiving from the History Channel.

As my daughter did last year in Happy Thanksgiving!, I wish 'all of momma's bloggers' a truly wonderful holiday.

Happy Thanksgiving!

Technorati Tags: Thanksgiving wild turkey Del.icio.us Tags: Thanksgiving wild turkey

Tuesday, November 25, 2008

The 2008 Groundswell Results Are In!

The results are in! Forrester has announced the 2008 Forrester Groundswell Awards Winners. Although My Forrester Groundswell Awards Submission in the Talking category didn't make the list of winners, I'm so pleased to have taken part.

First, the entry generated more fantastic reviews and testimonials for The Carpetology Blog than I could ever hope for - in my wildest dreams! I recaptured all 14 of them in Groundswell Reviews & Carpetology Testimonials - Thanks and express my thanks to you, too, as many of you contributed.

Next, the experience of preparing and submitting the entry had me thinking about The Carpetology Blog in different terms. There's nothing quite like having to quantify an effort to make you appreciate it in a different light...

Finally, there's another aspect of the process definitely worth appreciating: learning from the entries submitted. Consider - in the talking category - the list of finalists alone. It's impressive! From Finalists for the Forrester Groundswell Awards, they include: