I‘m a big fan of Seth Godin. He‘s one of those folks who understand viral marketing and online media better than just about anyone, while recognizing that one size most certainly does not fit all.
In a recent interview, Seth was asked why he didn‘t Twitter. After all, he‘s into social media, right? His response made perfect sense-he‘s great at writing his marketing blog. He’s great at writing his books. He‘s great at being Seth. But if he had to add another element he’s not great at, doesn‘t necessarily enjoy, and had to divert valuable time to that would be better spent elsewhere, then:
All of a sudden, I‘m a wandering generality instead of a meaningful specific.
It hit me that‘s what‘s happening in a lot of retail stores right now. [click here to continue…]
A savvy friend sent me the link to a home decor retailer’s blog, specifically to a post titled “Just Stop It!” The author, Joan Osofsky, voices the frustration many retailers feel these days regarding the constant doom and gloom in the news media (remember my summer rant about the P word?).
Just as with vendors, if retailers look scared, act scared, then buy scared, they’ll scare their customers right into walking out the door. Think I’m wrong? Just try it.
Then call your landlord to let them know you’ll be breaking your lease soon.
To read Joan’s blog post, click here.
How do I love thee?
Let me count the ways.
I love thee to the depth and breadth
and height of that pile on your desk,
which seems to be ever growing.
For the ends of long weeks
and the ideal of big numbers.
I love thee to the level of every day’s
most harried moments,
by neon and track light glow.
I love thee freely, as customers ask for bargains;
I love thee purely, as they head home carrying bags.
I love thee with the passion of a past storefront retailer,
complete with empathy, sympathy, and faith.
I love thee with the love I seemed to lose
when the best employees moved on.
I love thee with the breath, smiles, and tears
that enriched my retail life.
And if God choose, I shall but love thee even better…after market.
Happy Valentines, brick and mortars. You aren’t alone out there!
An article I read on a U.K. newspaper site yesterday reinforced something that’s been bugging the heck out of me the past several months. Recognizing the importance of protecting local cash flow, city leaders in Grantham decided to take up the banner of independent retailers-—the very people responsible for maintaining those coffers.
Helping launch “Get it in Grantham”-—the first of three buy local programs, to be followed in nearby Bourne and Stamford-—Paul Carpenter (Deputy Leader, South Kesteven District Council) explains, “The whole point is to ensure we keep a buoyant local economy.”
Which is exactly my point. [click here to continue…]
Saturday, I received renewal notices for three magazines I subscribe to: one that runs out in May, one in June, and one in September. Three guesses which envelope was emblazoned with “LAST CHANCE!” graphics?
Yup. September. Late September. Nine months away. I’m willing to bet they give me another chance (or twelve).
Several things make me nuts about this jump the gun marketing approach, from the insinuation I’ve somehow forgotten I just gave them money four months ago to the absurd amount of waste created by stacks of reminder mailings to the simple annoyance factor of being continually asked to hand over more money. [click here to continue…]
Amidst the inevitable rumors that swirl during the gift show circuits, one keeps cropping up from numerous sources, in remarkably consistent form. While I haven’t been able to locate anyone with hard facts, it appears that Swoozie’s is buying at least a fair chunk of the Blue Tulip store chain. [click here to continue…]
I read an article on the Glee newswire that really resonated, discussing trends in the hardware business—a market segment eerily similar to the gift industry (Glee, for those of you unfamiliar with the British shows, is the annual equivalent of our NSS, instead focused on garden, pet, and outdoor life products). Zeroing in on consumer motivation and big box competition, the article makes it clear—the keys to survival for independent retailers are necessity, communication, and information.
Based on comments made in the piece, here’s my suggested strategy for survival in this crazy, topsy-turvey business climate-—all of which can be accomplished in one week: [click here to continue…]
At last-—good news. According to a national survey by the Institute for Self Reliance, independent retailers out-performed chain stores in 4Q 2008. The linchpin that garnered success? Well organized Buy Local campaigns.
While I have yet to see an internet-based BL program that delivers in financial terms, I firmly believe that grass roots programs utilizing local media, partnerships (financial and marketing) with local Chambers of Commerce, and groups of neighborhood retailers pulling together as one are home runs the majority of the time.
A good example of this comes from The Healdsburg Retailers-—Retailer Excellence Award winners in the Marketing category last August. [click here to continue…]
