BRITE '08: Nickelodeon's Pamela Kaufman on Brand Building

Back to the BRITE '08 Conference. I still have quite a bit to share...

Day 1 of the Brite '08 Conference featured Pamela Kaufman, Chief Marketing Officer of Nickelodeon/MTVN Kids and Family Group, as she discussed "Building Brands in a New Media Environment."

A six year old daughter means that I'm familiar with Nickelodeon. We're into Nick Jr. and Noggin. She loves the BackYardigans and Miss Spider Sunnypatch; Little Bill, The UpsideDown Show, WonderPets and Max and Ruby. She and her friends may not know that they are watching Noggin or Nick Jr., but they do know the channel number and how to access it on the remote [for us, it's 123].

As far as the 'older' stuff, I've caught some Nick at Nite and have come close to Slime Across America, although I made sure to steer far away from it [I just wasn't in a Be Slimed mood, ok? Even virtually.].

Until I heard Kaufman's presentation, I hadn't really appreciated how influenced my household is by Nickelodeon. As aware as I am of Disney [especially lately with High School Musicals and Hannah Montana] - and somewhat cautious of it [I can't help it, I'm suspicious of large, controlling, entertainment entities, even if I admire them] - I have really enjoyed the musicality of the BackYardigans and the cleverness of the Upside Down Show.

From recent press releases, the boilerplate for Nickelodeon reads: "Nickelodeon, in its 28th year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books, magazines and feature films. Nickelodeon's U.S. television network is seen in more than 96 million households and has been the number-one-rated basic cable network for 13 consecutive years. Nickelodeon and all related titles, characters and logos are trademarks of Viacom Inc."

According to Kaufman, the Nickelodeon Network has been #1 for 13 years. She joined 11 years ago, becoming CMO in the past year when the rapid growth of the business led to the creation of the CMO position to effectively communicate one consistent brand message. [Here is info on her promotion to EVP in 2005.] In her opinion, the role of the CMO is changing, becoming more about strategy, development and execution to keep the brand message consistent across businesses and to the consumer. Nick's key challenger is Disney.

To restate the boilerplate: Nickelodeon consists of a TV business with 4 channels, 12 digital sites, 2 virtual worlds, 2 magazines, 1 consumer product business $6B [BackYardigans, SpongeBob, Dora, Diego], a movies division [including the 2/14 launch of The Spiderwick Chronicles and last year Angus, Thongs and Full-Frontal Snogging.]

Nickelodeon is expanding into the recreation business with theme parks [e.g., March 15: Mall of America Nickelodeon Theme Park], and a 20 year deal with Marriott [see Nickelodeon Resorts by Marriott] with family resorts scheduled to open by 2010 in San Diego, Dubai, Hawaii... Then, there's the family cruise this August 10-17 with Royal Caribbean. It has also developed in Kaufman's words a "Giant relationship" with Sony music promoting music and music based shows. Now a global brand, it is the most widely watched channel across world!

Next, we learned about the ad sales/research market. Starting with research.

2008 will be a remarkable year. For the first time, Nickelodeon is becoming a family brand. Launched in 1979, its first viewers are now parents. Nickelodeon considers the family as decision maker. As a result, it clearly communicates an integrated marketing message. [It sees music as a big focus and opportunity. ]

In today's world, kids are consuming media across channels. The challenge, then, is how to break through the clutter and figure out how to reach them. But, Nickelodeon knows its audience! Through research - going to schools, observing, asking questions - it has learned how influential kids are in family decisions.

In 2007, Nickelodeon obtained valuable insights on the environment, retail, the digital family [and how greater and easier access to content leads to more consumption of content]. Parents -more so than kids- consider cell phones an electronic leash, enabling them to keep track of and in contact with their kids. Kids use the Internet for school work; it's important!

Another important insight: now is the first time that kids and parents wear the same clothes, consume the same music, and are on the Internet at the same time. We live in dual consumption households. [Note: I'm almost as familiar with my daughter's favorite characters as she is although she is still coaching me on the names of all of the Miss Spider Sunnypatch bugs.]

Nickelodeon has launched a new show called iCarly. [If you noticed the recent issue of AdAge featured an outer cover with iCarly with the words: "Ground Breaking. Breaking ground with TV & the Web, iCarly premiered as the first scripted series to incorporate user-generated content." Yes. It's scripted on air and uses user generated content; it's a true mashup of TV and the Web. Launched in September 2007, iCarly.com generated 60k submissions since its launch [i.e., in a 4 month period]. It's already the number two show after SpongeBob. [Read Nickelodeon makes its content "slippy" from Valeria Maltoni on MP Daily Fix re: iCarly].

Nickelodeon has also ventured into virtual worlds, introducing its new world Nicktropolis on 1/30/07. It's immersive with games, opportunities to connect, and personal space. It has 6.5 million regular users. Interestingly, Nickelodeon acquired Neopets in 2005. Kaufman says that the Neopets experience - a site where visitors average 51 minutes average per session - positively affected the launch of Nicktropolis.

Where you aware of the following? In the advertising marketplace, Nickelodeon conducts 600 promotions per year. To ensure that advertisers connect with their audience, Nickelodeon creates custom content for advertisers. For example, 11 years ago, there were no automotive accounts. Today, there are 10! [Remember that family/kids influence decisions. ] For example, Chrysler launched the redesigned Town/Country minivan with Nickelodeon, promoting features -like the backseat TV- that would appeal to kids. In an ad created for Chrysler, Jimmy Neutron promotes the minivan. The promotion includes magazine, online, and on air components creating an integrated experiential brand message.

Other example: Wal-Mart. Nickelodeon created Wally & Marty, new cool characters. Wal-Mart is heavily involved in the Kids Choice Awards, which celebrated its 20th anniversary in 2007. It's very popular, and the only awards program to be growing. Products sold in Wal-Mart feature a code that drives consumers to the website for voting.

[From AdAge, Nickelodeon Sees Digital Dollars Surge on 'Multi-Splatform' Approach Advertisers Follow 3 Million Unique Monthly Visitors to Network's Five Websites and Market Expected to Be Flat, at Just Under $1 Billion. Food Ads Will Level Off; Networks Look to Movie Studios to Keep Spending Also: Nick vs. CN by Andrew Hampp from 02/25/2008 .]

The company also works with Dreamworks Animation [Over The Hedge, Shrek movie launches], teaming up on global campaigns to break through the clutter. This can include time-locked music video [e.g., The Bee Movie].

The long and short of it is that: "What's good for kids is good for business. Kids are leading parents in entertainment." However, the trust factor is critical both with parents and with kids. Kids come first. Any characters and programs must be authentic and relevant to the Nick audience and brand. The Nick brand is open and inclusive [vs. Disney]. Nickelodeon characters represent the population; they are gender neutral, non-violent, fun. They connect with parents and kids [e.g., SpongeBob]. They help build an emotional connection with viewers.

In an otherwise fragmented media environment, content and brand rule at Nickelodeon.

---------------

For more about Kaufman, read Marketers looking to break rules should be ready to go ‘splat’. Second day at Kellogg School Marketing Conference brimming with unconventional wisdom by Ed Finkel.

Other recent posts relating to the BRITE conference:
+ Max Kalehoff: Invent-It-Yourself Innovation Is A Likely Path To Nowhere
+ Blogroll: More Bloggers Report on BRITE '08
+ Justin Fox's "Craig Newmark has a bright future in advertising, and Spotme is still cool"

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Flooring Advertisements – Guest Post by Mark Rollings

I was recently reading Ms. Whittemore’s excellent series of posts about flooring displays when I had to send her an email and ask her if she ever noticed how advertising in flooring publications sometimes leaves you wondering about their effectiveness as well. Well one thing led to another and she allowed me the honor of guest posting about the topic on her fantastic flooring blog.

[Copy on this ad reads: innovation, design, technology, diversity]

I suppose, before I continue, I should introduce myself. My name is Mark Rollings and I have recently tried my hand at starting a niche flooring retail shop online. Our company is called Rubber Flooring, Inc and we focus on providing customers with quality rubber flooring for use in weight rooms and gyms in both a rolled rubber and interlocking tile format.

Well, enough about me.

After reading the flooring display challenge in which C.B. talked about the effectiveness of flooring displays, it came to mind that many times I find that flooring advertisements in our industry publications seem less effective to me than they could be. Now, I am not claiming to be an expert by any stretch of the imagination however after working in the flooring industry for a number of years, I know what I feel works on me to get me interested in checking out a product.

I've picked examples to make my point. With all of these examples, I have edited out company names.

This ad above for a tile company had a small company logo at the bottom. Look at the image and read the copy. Do you have any idea what the company is selling? When I am paging through a publication, to get me to stop and actually pay attention to an ad, you need to have something catchy first and foremost. I suppose one could argue the stark colors and simple design might grab a person’s attention. To me it seems like if you are going to have an ad, shouldn’t you at least show a picture of your product so people know what you are selling?

Here is another example I find interesting.

Many industry experts will probably remember this ad as it does grab your attention. What I like about this ad besides the attention grabber is that it has a picture of what they are trying to sell at least.

Where I thought it could have been done a little better is to make the product picture a little bigger since it is still not easy to figure out exactly what is being sold unless you take the time to read all the fine print. I for one rarely read the fine print and if I do, I like to read short quick hitting phrases that look more like bullet points.

The next two examples of interesting ads I noticed were two page ads that I am sure cost a pretty penny.

At first glance, this article is definitely an attention grabber. The text at the bottom also highlights how women make most of the flooring decisions and the hole on the second page was filled with a large purse with the company’s logo on it.

[The copy reads: The power of the purse. You probably know intuitively that the typical laminate flooring consumer is a woman. More specifically, she is a woman in her mid to late 30s. Married with children. And pets. Works outside the home and 30% of the time - out earns her husband. She makes 88% of all household purchase decisions, writes 80% of all checks and believes in a balance between quality and value. Always does her homework before she buys... and expects respect. Why sell her anything less than the best?]

I actually like this ad since it grabs your attention in a big way. The only thing I do not care for is that what they are actually selling, laminate flooring, is mentioned just once in the text. That leads me to question what the actual purpose of this flooring advertisement is. Is it just to build and reinforce the brand? Is it to target decision makers in the industry who are women and let them know you understand them in what is all too often considered a “Man’s world?”

I for one do not know the answers to these questions, but I do know it made me think. However, if I didn’t know what the company made or had no prior knowledge of what products they offered, I probably wouldn’t go and look them up just to see their laminate flooring line. Maybe that’s because I am a man or maybe it is also because that is just my own personal thought process and experience with this particular floor ad.

Now this last little marketing blurb has been saved until the end for a reason. Once again it is a two page ad so it cost a lot of money. Take a look.

All it says is, “It’s Coming. Can you see it?” Then it shows the date it should be coming I am assuming and says circle the information number on the card. Now maybe it’s just me and this went completely over my head, but I still have no idea which company paid for this. I have never once asked for info on the information cards that come with the publication much less actually sent the card in either. So basically they paid all this money and I simply have no idea what company this is except that they must sell wood flooring. Now let me ask you, is that a good ad?

---------------------------

Thank you, Mark, for these great examples!

My reactions: Visually, the most interesting is the first. Intellectually, I really like the copy in the third ad - I'm just not sure how it and the visual tie into the product/brand choice. The second one [re: the right accessories] makes me focus more on the piercings than on the product discussion , and the last is a massive turnoff looking more like an obituary than a product introduction.

Do these ads invite readers to visit a website to find out more? We know the fourth doesn't. It simply directs the reader to a response card, a rather slow and passive form of lead followup.

What is your reaction to these ads? Do they strike you as effective? Do they generate conversation and curiosity around the brand? Do they encourage a next step in the decision-making process?

Note: You can read more from Mark at Floor Talk! where he contributed Recycled Rubber Flooring – Helping used tires find a new beautiful home.

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The Flooring Display Challenge - Part III: Design Centers

Continuing from Flooring Display Challenge - Part II, Part III focuses on the design center experience with perspective from Floor Talk!'s Shannon Bilby.

Design Centers represent an interesting hybrid retail experience in that they are places where a specific subgroup of consumers makes home-related purchase decisions.

This subgroup represents new home buyers, usually in new construction developments. Design centers allow them to streamline an otherwise complex and dizzying process filled with many critical decisions affecting construction, over a very short period of time, and many months before even taking possession of the property.

The decisions range from siding choices to interior floor plan modifications, to qualities of appliances, flooring options and cabinetry. Consumers start from a base-grade package and - should they upgrade - can bundle any additional costs into their mortgage for a negligible monthly increase.

Here, we learn more about the level system for selecting flooring products as Shannon explains:

For a Design Center that caters to several builders, the process would start with the builder informing the Design Center designers to expect new home buyer clients. That would trigger the builder to send over blueprints to estimate the amount of flooring needed. These measurements [i.e., Takeoffs] would then be entered into an estimating program that allowed different flooring choices and quantities to be calculated quickly and easily. In anticipation of the first client meeting, designers would work from the selections originally made between the builder and client (e.g., carpet in the living room, tile in the baths, hardwood in the dining).

Instead of having products all over the Design Center showroom with different prices, products were organized by price level. Levels were set by cost. Each builder had a unique pricing structure with markup built in. So, Client A with builder A might have a $20 per square yard allowance and Client B might have the same allowance with Builder B, but their allowance might fall into different levels.

Setting up the system was interesting. To prepare for data entry, a spreadsheet was created to outline price, ounce weight, stain protection, fiber type, etc. Comparing the products with a quick visual glance and then a quick comparison of features really made it easy to see what each manufacturer offered in each price range. Also, if a client had specific needs, it was easy to find the product on the spreadsheet, go right to the sample without having to remember every detail or flip over every sample.

A designer would create a price sheet for each client so that with the calculations made from the takeoffs earlier it took only a few seconds to calculate the cost of any upgrades. This meant that clients could easily get multiple quotes for options they might not have considered.

By the way, this approach was not used in the retail showroom. Rarely would we see a walk-in client arrive with their plans and with enough time to wait for takeoffs to be done. Having that information in advance was what made the process so effective.

The Design Studio employed Designers rather than salespeople as on the retail side because selections other than flooring were made. These different items needed to coordinate. For items not sold directly through the flooring business, vendor partners were used. This means that items like cabinets, counter tops, plumbing and lighting were all selected but not sold through the flooring business. The point was that all of the selections were made under one roof instead of the home buyer having to run around town to all of the different suppliers businesses and generated loyalty.

+ Loyalty from the client because no one else in town offered all of these services under one roof.
+ Loyalty from the builder because the time to make all of the selections was significantly faster.
+ Additional loyalty from the builder because the client enjoyed the experience so much and gushed about how positive the experience was back to the builder.
+ A strong community network from the vendor partners as well as referrals from them that might never have come to fruition without the vendor partnerships.

To keep product selection fresh, Design Center Designers sorted through the best carpet options for each price point on a quarterly basis. The levels started with the lowest possible allowance a builder could offer up to the most expensive patterned wool. Within each level, at least one plush, loop and texture were displayed. In the higher levels, patterned loops were included. The levels in the middle might have more than one “rack” to include more options.

Compared to the floorcovering store, the Design Center displayed less product - taking up less square footage - but it gave clients a better, more complete process for selecting carpet.

Of course, we couldn't show every color for every style. So, we chose the best neutrals and colors for each style and displayed them from lightest to darkest. The top of each level began with the plush carpets, then textures, then loops so each section was consistent. If the tile, paint colors or fabric swatches were already chosen it was simple to walk right up to the style and choose a color. If by chance, the right color was not available a backup deckboard was available with all of the colors. Larger samples were offered to be shipped directly to the customer’s home. Often, the carpet selection was made because the color was so easy to shop for. The client would find the perfect color and then worry about what price point it fell in.

In the rare event that a client didn’t feel like they had enough selections to choose from, they were taken into the retail showroom. It rarely ever took more than 5 minutes in the wing rack jungle for the client to realize that it was much more simple on the design center side!

Thanks to the level system, clients with a budget could easily go straight to their level to see what was included from their builder or predetermined budget. At the same time, it was easy for them to look to the left to see what was cheaper, and often less desirable, than their level. To the right, it was painless to see what spending just a little more could get them. A little further to the right, it was simple for the client to fall in love with a product a few levels outside their budget resulting in quick upgrades and promptly finalized selections.

Next, Part IV of The Flooring Display Challenge and how consumers react to the Design Center retail experience.

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Jubilation! Solutia Emerges From Bankruptcy

Jubilation originally uploaded by wwwmegancox.com.

I shared a taste for things to come in Exhilarated By [Solutia] Marketing! Today, I jubilantly share with you that the real deal is upon us...

We have emerged from our long bankruptcy journey!

Read the news for yourselves: Solutia Inc. Emerges From Chapter 11 as a Market-leading Specialty Chemicals Company With Global Leadership Positions in Each of Its Business Segments [or visit the Solutia reorganization site].

It's been a bit of a roller coaster ride. Especially lately.

We were supposed to emerge on January 25th, 2008 - but the unexpected happened [see Solutia Provides Update Regarding Chapter 11 Emergence and Exit Financing].

We took action [see Solutia Files Suit Against Citi, Goldman Sachs and Deutsche Bank]. Definitely the right move as it led to Solutia Gains Court Approval of Exit Financing; Will Emerge From Chapter 11 On February 28.

Tomorrow, Leap Day 2008, we will have our first global teleconference as the new company we've become. A celebration.

As much as this has been a business transformation process, bankruptcy is also very much a personal one. Ours has taken four years and a few months. Think of the transformational four-year journeys you've taken. What comes to mind? High school? College? I remember being a different person at the end of both compared to the person starting out. I always liked who came out better.

Same goes for this journey. I had joined the Wear-Dated carpet fiber group approximately four months prior to our entering into Chapter 11; the Acrilan fiber business I was leaving was in terrible disarray. It was soon to be shut down. Our successes there were no longer relevant. Luckily, I had a new home, but I had to reinvent myself for a new business, a new company, and a new world.

So, here I am... Blogger, marketer, writer and social media enthusiast. Thank you for being part of my journey and encouraging me along the way. I'm ready for life beyond bankruptcy.

We have emerged. Jubilation!

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The Carpetology Blog Update

We've been busy since we announced the Big News about The Carpetology Blog... making introductions, developing ideas, sharing information. As promised in that announcement, I will periodically share with you the most recent postings.

In fact, here follows one of those updates featuring the latest from The Carpetology Blog.

First, I'm pleased to have you formally Meet Marianne Cone, Director of Passion!

We featured a few unexpected stories relating to carpet:
+ Magic Flying Carpets
+ In The News: Carpet of Peace

Surfaces 2008 inspired us.

For example, how much do you know about silk? Test your knowledge with Marianne's post about The Elegance of Dupioni Silk and find out which new product captures that essence.

We showcase a few of our Wear-Dated carpet fiber show stoppers in The Latest in Carpet Style Trends. And, we've very excited about Marianne's interview with FloorDaily.net. She refers, there, to our "By The Foot" marketing campaign which she describes in more detail in "Feet Appreciate Beauty."

That inspired Elizabeth to share the benefits of foot care in By the Foot...

We can't let a month go by without bringing up color! Ann Hurley contributed Red Around The World and Elizabeth was inspired by Color Me Blue Iris. Definitely expect more.

In case you weren't aware, Carpet Alleviates Allergies. This is a big deal. Too much disinformation exists convincing consumers otherwise.

Finally, we've started on The Carpetology Guide To Buying Carpet - Step 1: Research to highlight resources for information. Buying carpet is not as frustrating as it may seem, and we hope to make that more obvious.

I hope you enjoy them all. Do let us know if there are topics we should consider that we haven't yet.

Consider, too, subscribing to The Carpetology Blog.

Thank you!

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Meet Kim Gavin, Editor, Floor Covering Weekly

I consider Kimberly Gavin, Editor, Floor Covering Weekly, a true champion of the floor covering industry. Not only does she understand the business [she is "a 21-plus year observer of the flooring industry"], but she never loses sight that the better the industry satisfies our coveted woman consumer, the more successful we will be.

I first met Kim when she interviewed me about marketing to women and the retail experience for FCW online in June 2005 and the printed edition of Floor Covering Weekly in October 2005. I was immediately taken with her quiet enthusiasm for my favorite topics. Ever since, I've considered her a kindred spirit.

CB: Kim, how did you get started in the floor covering business?
I stumbled into the industry - the way I'm sure many people do. I moved to Dalton, GA from having worked in the technical documentation world of mortgage banking. An opening at the local newspaper as editor of the "Dalton Carpet Journal" provided my entree into the industry and paved the way for me to join FCW, first as Dalton Correspondent, then as Dalton Editor, then Senior Editor, then Editor in 2000.

CB: What do you like most about the flooring business?
What I like most about the business are the people in it. We have some amazingly smart, talented, creative people and most of them happen to also be extremely nice. It's trying to be a fashion industry (and some are succeeding); I like that. I also like that it's about making interiors more beautiful, comfortable and practical for people. It's at the forefront of the sustainability movement.

CB: What do you like least?
What I don't like is that some view flooring as a commodity and they market accordingly. Manufacturers and retailers who take this view do the consumer a disservice. Sheet rock is a commodity. Flooring is a personal extension of my creativity in a home. [When we sell flooring as a commodity], consumers reward us by being mostly motivated by price, which hurts margins all along the chain. It doesn't have to be this way. Also, I think with industry consolidation we have lost some of the creativity and entrepreneurial spirit the industry used to have.

CB: What do you like most about carpet?
What's not to like about carpet? It's warm, soft, comfortable to the touch. It's safer than hard surface when it comes to slip and fall - and we're not getting any younger. It has the advantage of trapping airborne particles until they can be vacuumed away. I have hard and soft surface, but really love the way carpet doesn't show dust, dirt and cat hair the way wood or tile will do. And stylistically you can do so much with it. It's a great product.

CB: Kim, what five things would you do differently to create a better retail experience in flooring?
To create a better retail experience:

1. Pay attention to the outside of the store. The inside and the outside should match and that often doesn't happen. Both should be as upscale as possible given the retailer's target demographic. If you're going after the Tiffany's shopper, there's your role model.

2. Do your own merchandising or join a group. Stop taking every display rack known to man. Most flooring stores look like a hodgepodge. And update those displays. Some stores are still carrying racks from long-defunct companies.

3. Hire more women, especially on the sales floor. I'm instantly skeptical that a guy can help me with interior selections. Unless he's gay, he's got a lot of proving to do to me. I'm just more comfortable that a woman can empathize with me. That's not to say there aren't some great sales men, but I think your odds are better with women selling to women.

4. Listen to the customer. Hear what she's saying and not what you think she's saying.

5. Don't be afraid to steer her in the right direction. She's coming to you for advice. Give it to her. If she's making a mistake, tell her so. Do it nicely, but do it.

CB: Kim, how do you see traditional and digital media working together for the flooring industry?
I have no idea how traditional and digital media will ultimately work together. What I think you'll see are the baby boomers will stick with traditional media while the younger generations will embrace digital on a much broader scale. How that plays out should be interesting to watch.

CB: Which blogs or news sites do you follow?
Honestly, I spend most of my time on news. I subscribe to The New York Times and The Wall St. Journal online and a local newspaper that I have delivered. I still like reading a newspaper each day.

CB: Thank you, Kim!

[The photos above are of Kim with Ann Hurley, caught in deep discussion.]

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Kizer & Bender - First Impressions: The Art of Store Layout & Design

Surfaces 2008 featured a workshop titled First Impressions: The Art of Store Layout & Design by Rich Kizer & Georganne Bender.

Not only did the session address my favorite topic - the retail experience - but it also included a walking tour of 3 Las Vegas locations: New York, New York, the Mandalay Place - a skybridge between the Luxor and the Mandalay Bay - and Caesar's Forum Shops.

Before we set off, Kizer and Bender offered advice:

Retailing should always be viewed in terms of the shopper's perception of your environment and retail experience. Consider becoming your own customer and walking in her shoes. For example, think how Disney creates and controls guests' perceptions of the experience.

A customer's first perception begins in the parking lot. You own the parking lot! Is it easily accessible? Do employees take the best parking spot? Is it clean, well lit? How comfortable would a woman be walking your parking lot after dark?

Does the front of your store make sense? Is it distinctive? Can you tell what it sells? Does the exterior need attention? Can you add shrubs, etc?

Have you positioned exterior signs for best visibility from different directions? [Did you know that blue is hard to see? It looks fuzzy unless you outline it in white.] Signs must be readable in 3 seconds or less. Otherwise, they are useless.

Walk inside your store: what impression does it offer? Those first 10 seconds determine how your customer will feel for rest of the visit. Do all of the design concept components work together in harmony to tell a story? Does it look fun and easy to shop?

The decompression zone takes up the first 5 to 15 square feet of the store. Don't try to do too much in that space other than refocus the customer.
+ where ever customers look, they should immediately be drawn to something intriguing
+ 90% of shoppers will go to right as they enter. Therefore the right front wall should be the power wall, featuring new, seasonal, hi demand, hi profit items.
+ locate the service counter in the center or to the left, but not to the front right.
+ pay attention to what is visible at eye level.
+ use a speed bump or display/fixture to slow customers down and showcase new products or colors

[I found this delicious Malcolm Gladwell article from an 11/04/1006 New Yorker article titled "The Science of Shopping. The American shopper has never been so fickle.What are stores, including the new flagship designer boutiques, doing about it? Applying science." re: Paco Underhill, the original retail anthropologist.]

Kizer and Bender mentioned two ways to set up a store:
+ the Free Flow Layout [often seen in upscale stores and boutiques]
+ The "V and the Vista" [form a 45 degree angle with your arms. That represents the most important wall of the store. Everything inside the V needs to be focused on.]

[Note: About.com describes these different types of store layouts.]

Look fresh!
+ Completely makeover your store every 3 to 5 years. At the very least, paint the walls. Their store decor rule: use neutral colors for 80% of your store, and limit an accent to 20%.
+ Re-merchandise your sales floor at least once per quarter.
+ Change your window displays frequently. Windows are the eyes of a store. How attractive are they? Are there any dead flies? List your phone number and website address on the windows in large white reflective letters.
+ Update your speed bump displays every week.
+ Check for burnt out lights every day.

Store lighting matters! It sets the mood, focuses attention on product or communicates store function.

Music in-store encourages shoppers to spend 18% more time in-store, leading to a 17% increase in purchases [per Muzak]. Also, your store seems friendlier and waits seem shorter. Play softer/slower music when you first open in the morning than later on when store traffic increases.

Appealing to the senses: consider using sensory merchandising to draw people into and through your store. The right scents can relax, engage shoppers in your store and make them more likely to buy. Scentair.com features interesting examples and case studies.

What about older people? America is ageing. This represents a significant retail driver. Think through how comfortable a consumer suffering from arthritis, or wearing bifocals or reading glasses will be shopping your store. Did you know that at 60, we need three times more light to see than we did when we were 23 years old?

The tour itself was both fascinating and overwhelming, each stop worthy of its own post [e.g., FAO Schwartz]. What stood out, as Kizer & Bender suggested, was the variety of speed bumps we encountered.

New York, New York we visited for the consistency and breadth of the branding examples [from manhole covers, to the carpet patterns, to the cobblestone streets.] The resort even features, outside, a 9/11 twin towers memorial and embodies the essence of this quote from Adrienne Weiss: a brand is "a country, complete with its own language, rituals, culture and customs." Everything within your store must go through your cultural filters.

Did you know that the Forum Shops represent the highest grossing mall in the world? Fascinating [also frustrating if you are tired] to experience the paths [including dead ends] you have no choice but to take through the mall.

Do ask yourself what kind of impressions does your store offer? What about your speed bump. Does it stop them in their tracks?

What are you waiting for?

---------------------
In addition to the Gladwell article mentioned above, consider reading this Display & Merchandising Guide from George Little Management. It offers descriptions, sketches and resources to put store merchandising into perspective.

Check out, too, this PowerPoint from the University of West Georgia on Store Layout and Design. It includes a section on Free Flow Layout with a Disney example, a visual of the 45 degree sight line, and many visual merchandising examples.

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May's Child Is...

May Flowers 1 originally uploaded by sp_clarke.
Spring is in the air. Not just because I'm an optimist. Although I am. Being in the midst of a snowstorm [first decent one of the season] isn't a reason to doubt the lengthening days, the increased activity level of birds, squirrels and chipmunks. It will happen. I know. I'm May's Child!

Phil Gerbyshak tagged me in December's Child Is... to participate in an interesting meme about getting to know more about the people whose blogs you may read.

The rules are simple:

1. Mention the person who tagged you and create a link back to them.
2. Pick your month of birth.
3. Copy-paste the traits for all the twelve months (see Phil's post for the full list).
4. Highlight the traits that apply to you and if you would like write some wit or not.
5. Tag 12 people and let them know by visiting their blogs and leaving a comment for them.
6. Let the person who tagged you know when you’ve done it!

My month being May, the loveliest, most sense-engaging month of the year, here are my traits [according to Phil's list]:

Stubborn and hard-hearted. Strong-willed and highly motivated. Sharp thoughts. Easily angered. Attracts others and loves attention. Deep feelings. Beautiful physically and mentally. Firm Standpoint. Needs no motivation. Easily consoled. Systematic (left brain). Loves to dream. Strong clairvoyance. Understanding. Sickness usually in the ear and neck. Good imagination. Good physical. Weak breathing. Loves literature and the arts. Loves traveling. Dislike being at home. Restless. Not having many children. Hardworking. High spirited. Spendthrift.

[Hmmmm. This could get interesting.] Let's see.

Stubborn and hard-hearted. I have strong focus. I'm not unreasonable, so I wouldn't call it stubborn. And more like warm-hearted, with a protective outer layer.

Strong-willed and highly motivated. Oh, yes. I will not be distracted - too much.

Sharp thoughts. What is that supposed to mean? If you're observant, and you notice inconsistencies, are you supposed to apologize for something? Hmph.

Easily angered. Who doesn't get a bit hot around the collar now and then? Especially if there's a reason. But, otherwise, I am calm, even-tempered, the very picture of reason. A seasoned adult. And, I never hold a grudge. Well, almost never.

Attracts others and loves attention. I really appreciate that so many of you like Flooring The Consumer and have decided to return or subscribe. And, I love your comments and emails. And, I'm very excited about seeing many of you at the upcoming Blogger Social. So, maybe...

Deep feelings. Absolutely! You had better have deep feelings if you are going to blog, right? It's called passion. I take it very seriously.

Beautiful physically and mentally. Well, of course!

Firm Standpoint. If you're going to blog, you had better have points-of-view that you are willing to stand behind. I take that seriously, too.

Needs no motivation. That's right; see above. Although every now and then a little extra motivation is very much appreciated...

Easily consoled. Yes, especially if the feelings are genuine.

Systematic (left brain). I'm practical, okay?

Loves to dream. Oh, yes!

Strong clairvoyance. Are we talking, being purple, obsequious and clairvoyant? Possibly.

Understanding. I try very hard. That's why it takes so long for my 6 year old to go to sleep: that's when she tells me about what's going on and when I try my best to understand her world and her issues. [It's also why I need that protective outer layer.]

Sickness usually in the ear and neck. Other than a stiff neck when I get tense, never!

Good imagination. Yes. I had better, right?

Good physical. Yes. See below.

Weak breathing. Totally wrong. I spin. You can't spin and have weak breathing. Not.

Loves literature and the arts. Oh, yes! They help me dream about possibilities.

Loves traveling. There's something about those airplane and train rides that fills me with ideas, dreams, plans and possibilities.

Dislike being at home. Absolutely not! Too much travel makes home the only place to recharge. Home is sanity. Home is calmness. Home - and the people within - is the center of my universe.

Restless. Intellectually, yes.

Not having many children. I have one child. Quality over quantity. I recommend it.

Hardworking. How many bloggers do you know who aren't?

High spirited. Yes. Goes hand-in-hand with passion. However, in my case, it's grounded high-spirits.

Spendthrift. I call it being responsible and practical.

Did I miss anything?

I'm tagging:
+ Shannon Bilby
+ Anna Farmery [Happy Birthday!]
+ Ann Handley
+ Toby Bloomberg
+ Stephanie Weaver
+ Mary Hunt
+ Andrea Learned
+ Yvonne DiVita
+ Carolyn Townes
+ Becky Carroll
+ Isabella Mori
+ Robyn McMaster

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What Happens When Experience Economy Meets Recession Economy?

Orange Question Mark Button originally uploaded by jhhwild.
For the month of February, Stephanie Weaver from Experienceology asks:

What happens when the experience economy meets the recession economy?

What do you think?

Guest blogger Joe Pine from Strategic Horizons offers his take [I hope you remember him from The Experience Economy and, more recently, Authenticity.]

I contributed my perspective [Guest blogger CB Whittemore on the February theme], but I'm still thinking about the question and the implications, especially as it relates to demographics and our having more people [i.e., 60% +] over the age of 40 than ever before.

This has serious implications. For the economy. And for retail.

No surprise, David Wolfe from Ageless Marketing has been pondering the matter. Here, he sets the stage:
+ A Look at the Likely State of the Economy Over the Next Several Years (Part 1)
+ Part 2
+ Part 3

Having set the stage, he offers solutions. First, via some lessons:
+ Part 1: open source problem solving
+ Part 2: Euros vs. dollars

And then strategies:
+ #1 - Create Insanely Happy Employees
+ #2 - Enter a New Consciousness and Think systems, relationships and how you frame opportunities
+ #3 - Adapt Your Life to Web 2.0: Turning Your Company into a Complex Adaptive System and The Role of Collective Intelligence.
+ #4 - Connect With the Zeitgeist and Zeitgeist Part 2

Although the series is to-be-continued [and I urge you to stay with it], the 'zeitgeist' David refers to affects us all profoundly. As Economic Woes Reveal a Long-Felt Unease, retailers will need to adopt new ways of reaching consumers.

That's where Stephanie's question becomes particularly relevant: What happens when the two economies collide?

I believe that experience will matter more than ever as we become increasingly demanding and intolerant of sub par experiences.

As we deal with rising prices for gasoline, home utilities, health care, even basic staples like milk, we face diminishing discretionary dollars. Unless income increases to compensate for the difference, we have to do the same with less. Right now, even though Americans feel better about future: Reuters poll, we see tough times ahead. [Wharton just published this article titled Economic Stimulus Package: Will It Work, and for Whom?]

Combine the notion of reduced financial resources with the ever elusive and disappearing resource of time, and you can be sure that we will be willing to walk away if we aren't satisfied.

Think about it. We have lots of stuff - clothes, nick-nacks, furniture, toys.... [Just look at the dramatic increase in storage facilities around the country. What do you think goes into those storage pods? If you don't believe me, read Self-Storage Nation. Americans are storing more stuff than ever and Self Storage Association: 81 Percent Growth in Number of U.S. Facilities Since 2000.] So, if we are drowning in stuff, unless new stuff represents something truly unique and experiential, we will ignore it.

These rental concepts - Toy Rental Service or Bag, Borrow or Steal - represent uniquely fascinating approaches to the stuff dilemma. Even sustainability and environmental responsibility are becoming unique and experiential. Authenticity comes into play, too, not to mention drawing like-minded people together into communities around shared interests and experiences.

We yearn for experiences. We're just tougher about how we evaluate them and decide to participate in them.

What about your experience? How is it? How does it reflect your consumers' zeitgeist? What do you think happens when experience economy meets recession economy?

Are you ready?

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Tim Girvin - Trends in Story, Brand and Experience Design

The Luxury Marketing Council of New York recently featured Tim Girvin, GIRVIN/Creative Intelligence for a presentation titled:

True Stories: Trends in Story, Brand, and Experience Design. An Exploration of Authenticity, Storytelling, and Integrated Luxury Branding.

Needless to say, I was intrigued. I left spell-bound. Here's why.

Girvin believes in stories. He communicates in terms of stories. He connects with others via stories. Stories represent the link between otherwise disconnected beings, ideas and products. Stories are reflective narrative.

We all have a story, he says. We connect with one another through story elements we have in common. After all, story captures personality. Personality attracts others. Before you know it, you have a community made up of people attracted to that personality and story.

Step beyond personal brand story to a product's brand story. Don't you find that the story connects you to the brand? It helps you remember distinct aspects of that brand's characteristics, its personality. Story is a shortcut to absorbing those characteristics and making them relevant to you. Story helps to efficiently convey those relevant aspects to others.

Story also creates conversation, leading to engagement with your brand...

Tim has a fascinating story [I encourage you to learn more about him from the link above, via Tim.Girvin.com where you will find soul-inspiring writings, photos and illuminations, his GIRVIN:D.log blog, and the Girvin company website.]; he characterizes it as evolutionary and fluid.

Powerful words. "Evolutionary" and "fluid" make me see connections all around me. So does narrative.

Fluid, liquid history helps me appreciate the past, present and future - all continuous and timeless, evolving. It includes macro themes [think myths, legends and archetypes] as well as micro details [think quips]. Yet, history also contains [vessels of memory, holding relationship] in a context relevant to me.

Nowadays, people are overwhelmed with too many messages. How to cut through that? They are knoweledgeable about what's real [i.e., authentic] and suspicious of brands that are indistinguishable one from the other - especially when logos have little meaning, and the absence of logos actually appeals more.

Our culture has embraced a new expectation of honesty and truth. Where is the heart of the brand? What is the centerpoint of the proposition? What is the legitimacy of provenance? [Is that Piaget watch special because it is made at Piaget or just carries the logo?]

Authenticity matters. Traditional brands are under pressure because so many cheaper alternatives exist. What then is the difference? What is the truth?

What is the truth that matters to that brand and brand community? Truth for an Apple lover will differ from that of a Harley-Davidson fan. What is authentic to that brand essence? Authenticity is the benchmark against which items are judged.

I look increasingly for authenticity. I think many of us do. Perhaps it's a function of ageless marketing? And also being weary of falsehoods and inconsistencies, poor quality and unsafe products. We seek the truth. If something fails, the brand loses meaning; brand integrity becomes questionable, and brand community a farce. As marketers, then, we must ensure that brands communicate authenticity consistently to our brand community.

Discovering and communicating the real, original story behind a brand becomes, then, an even more critical and effective way to connect. After all, a logo is only as valuable as the brand it represents. It manifests the story and brand.

Girvin urges going farther and deeper into the history of the brand to how it began. Every brand starts with a human being, reflecting that being. Think Apple and Steve Jobs, Nike and Bill Bowerman, both examples of the brand as "the genome of personality." The brand exudes so much passion that it develops into a cult that becomes part of culture that turns into love, committment and deep loyalty.

Brand story is made up of:
- cult and culture [the human brand genetics]
- story [captivates the community]
- premise [founding drivers that make the brand different]
- promise [the emotional gift]
- reflection [what is given and given back]

Example: Nordstrom - the story is about the holistic integration of the Nordstrom family history with the store's evolution to provide legendary Nordstrom customer service. The promise is all about the customer's delight with the Nordstrom retail experience.

Example: Yves St. Laurent - the story begins with Yves St. Laurent himself, embodying Parisian character and sensuality. But, how to ensure continuity beyond the originator? First with Tom Ford, then with Stefano Pilati? Tom Ford has moved on; he exudes strong sexuality [note: the Tom Ford website includes a warning!]. With a strong affection for the handmade and thoughtful truthfulness about true luxury, he wants to bring that sense of truly individual and unique back. Pilati seems truer to the original YSL mystique.

Example: Hermes where the legacy of Hermes products has a great deal to do with the management of the legacy over time [please read the 5 page article form Vanity Fair titled "From Hermes to Eternity..." which tells the story of the Dumas family and their amazing commitment to the integrity of the brand. It's fascinating.].

Brand story matters because it differentiates from commodity. It is highly competitive. It is uniquely positioned. It is not only relevant, but also resonant. It is human and warm, truthful and authentic, creating layers of connection.

True stories take a brand way beyond image advertising. True stories make brands authentic and engaging.

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