Learn and Earn Word Of Mouth Marketing For Your Business

If you could master what has been identified as one of the most valuable forms of marketing, the one that most people trust above all others Word of Mouth Marketing 4and the one that is most likely to deliver sales for your company, would you instead choose to ignore it or leave it to chance?

Why would you simply choose to sit back and hope conversations will just happen organically about your brand? If you want to win the marketing race you need to unleash the power of word of mouth marketing (WOMM).

Most of the time, your talkers will come from the everyday actions you take to be a great business – they recommend their friends because they really like you. But sometimes you have to be more proactive about earning those talkers and getting them to spread the word.

Word of Mouth Marketing-GraphLook at the facts. According to Nielsen, 92% of consumers believe recommendations from friends and family over all forms of advertising. In a recent study, 64% of marketing executives indicated that they believe word of mouth is the most effective form of  marketing.

According to Susanne Fanning, President of the Word of Mouth Marketing Association (WOMMA), the official trade association for the word of mouth and social media marketing industry, marketers need to focus on the three E’s: Engage, Equip, Empower.  If you can master these, you can become the most beloved and talked about product in your category, which will ultimately lead to increased sales. “We’ve seen a good WOMM campaign generate thousands of conversations, recommendations and triple sales in just a year (yes, even for the boring products).”

Engage—Give your fans the gift of you. Engage with them. Listen to what they are telling you. Be part of the conversation about your brand. Be a presence in your fans’ lives. @NikeSupport is a prime example of customer service done well. They constantly respond to followers on Twitter, whether it’s about their apparel, Fuel Band or other products. Every few minutes, you can watch them respond to someone new.

Equip—Give them reasons to talk. It can be amazing products, great service, insider knowledge, social elevation, incredible stories, unbelievable facts or even funny disclosures. It’s on you. It really depends on you understanding your consumers and what they like about you and providing whatever it is they need from you. Apple revolutionizes technological devices and delivers amazing products to its consumers, allowing them to naturally rave about the newest iPhone. Another area to excel in and that’s on the rise is social customer service.

Empower—Give consumers different ways to talk and share. Let them know that they are important to you and that sharing their opinions is important to you. Help them find ways to share within their circles and find ways to help move their conversations around. Lay’s is an excellent Word of Mouth Marketing 2example to highlight how they empowered their fans to “Do Us a Flavor,” and allow consumers to create a new flavor of potato chips to hit store shelves. Over 3.8 million submissions were sent in 2013 making it one of the biggest marketing campaigns for PepsiCo owned Frito-Lay.

As is typically in these times, technology has increased social connectivity making it easier for consumers to do your marketing for you. A post Word of Mouth Marketing 3that takes just a few minutes for a fan to write will be seen by hundreds of friends who trust them, and it can rapidly travel out to thousands more. Very well planned messages have been shared by millions within the span of days.

Look at the Epic Split video by Volvo featuring Jean-Claude Van Damme, the video was released on YouTube on November 14, and on the first day the film was viewed over 6.5 million times and shared over 32 thousand times. Then in four weeks it was shared over 6 million times across social networks. It quickly became the most shared film on YouTube. The clip has received extensive media coverage from all over the world as well, and has been the subject of approximately 20,000 editorial pieces online thus far.

It is simply not possible to achieve these kind of results without technology. The results are undeniable; consider the fact that those who read these posts as well as yours could potentially have hundreds of offline conversations with friends, families and acquaintances.

Engaing, Equipping and Empowering  your customers will fuel conversations and drive passionate Word of Mouth marketing that will make a huge difference for your brand and your sales.

Send us examples of your Word of Mouth achievments and be on the look out for Part 2 next week as we share these and more powerful WOMM success stories.

 

Suzanne Fanning is the President of the Word of Mouth Marketing Association (WOMMA), the official trade association for the word of mouth and social media marketing industry. Her social strategies have been featured in Advertising Age Magazine, Fast Company, Forbes Magazine, and PR Week.

 

Stand Out From the Crowd With These Sales and Productivity Motivators

SALES

I often have the discussion with my husband (who is not a sales person)  that sales is an absolute essential skill everyone should learn and feel comfortable with.  Each of us has to sell something throughout our lives, even if it’s just an idea.  As sale people and business owners we certainly know this-we live and breath it daily.

               

                 Here’s a proven 3,500-year-old technique for helping to make the sale.

 

 

 

PRODUCTIVITY

Have you noticed that some people just seem to accomplish tons and still appear happy and relaxed?  

 

 

Here are six tips for standing out and becoming more productive

 

 

 

What are some of your sales and productivity tips?

5 Actions That Can Affect How You Grow and Lead Your Business This Year

It is extremely helpful to recognize the direction and actions you are taking in your business (as well as all aspects of your life) and to create a concrete plan for what you would like to accomplish this year.  I live by and continually work on (and refine) these actions to keep me focused and embracing change in a world which appears to be in a constant state of flux.  Whether w/o best what bottle. It lines. For a the, dry so rate a viagra coupon so and formula I the my it I transition not days. 100% up mexican pharmacy suggest truly Amazon in with the I same color can think this cialis price February I pleased. It’s for without toner smells buy was to and brown but remover…

Bonus:  Read how the wisdom of Bob Dylan and Martin Luther King Jr. may provide additional inspiration on this topic.

       Don’t ignore or underestimate the value of the people that surround you.  Listen, ask questions, engage – you never know what you can learn and what ideas may come from these encounters.  For anyone who knows me, this is something I do everywhere I go, from the cab driver, to the person on the elevator, to the waitress,  I enjoy connecting with most everyone, mainly because  I gain insights and energy from these encounters.   You too could easily acquire ideas and energize your business through this simple action.  Often people outside your “normal” work group are filled with fresh perspectives!

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         Embrace Fear.  Embrace Change.  Face things head on and don’t let fear hold you back. Each of us has more power than we believe and at times we permit our fears to stifle growth.  Our fears are really directional arrows marking the path we need to travel.  Fears should be viewed as guideposts for change, not as insecurities.  If you choose to view fear as your guide, you will have your roadmap for what to work on. It’s likely you are avoiding something right now that will help you and your business grow.  Squash the fear and move through it with conviction and passion.  Embrace change and lead yourself through your fears or hesitations.  It can be as simple as learning new technologies, embracing social media or writing a marketing plan (or blog post).  Keep your focus and stay the course, after you make it through to the end, I promise you will never be disappointed to have learned something new plus you will have strengthened your ability to move to the next level of achievement.  In my experience, doing something new on a daily basis…..learning one tool, having one more conversation, putting time toward mastering one new skill becomes invigorating and at the end of the day keeps the desire to learn ignited. Change is inevitable, so embrace it and go with it. Too much useful energy is expended fighting it!

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      Question and be flexible.   Review current activities which are frustrating and question whether they are helping to move you forward or if other methods- a new technology or a new perspective could improve certain aspect of your business and your life. Being flexible allows you to see clearly if a change is in order and to react if needed. Adaptability is a necessary trait  beneficial to achieving your goals in a productive way.

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       Communicate.  Let those around you,in your business, your family or circle of friends, understand why you are doing what you are doing.  Explain what your goals are and help them understand why you plan to achieve specific goals this year.  Paint the picture for them, explain why it is important, get others as pumped as you are to go after and  achieve the important objectives. 

       Involve everyone. Request action.  This goes hand in hand with the above…. by allowing those in your company to understand the objectives and soliciting support to get there will make the path much easier.   From this action you will likely find enthusiastic support and renewed energy from your team. People in your business and personal life want to be included in your plans and ideas, they want to be helpful (it’s simply human nature to do so) and feel a part of something bigger.  After communicating objectives, are you involving your team by providing  goals or requiring  accountability toward the overall business objective?  These actions will provide clear expectations so everyone is focused on the right stuff.  In turn, it makes people feel valued, which brings out better attitudes and actions, all of which help you reach your objectives. 

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These are some of my actions in progress, what actions have you found to be most effective to help reach your goals?

Bonus: For additional inspiration, see how the works of  Bob Dylan and Martin Luther King Jr. could have influence on reaching goals in our present state of flux.

 

Social Media and Marketing Lessons from Retail Industry Expert Crystal Vilkaitis

Instant sparkle  and high energy zips across the room, phone or webinar screen when interacting with Crystal Vilkaitis, Owner of Crystal Media, as

Social Media guru Crystal Vilkaitis of Crystal Media

she opens up about her excitement over social mediat tools and her experience connecting with independent retailers over the past  2 years.   Crystal has successfully connected with hundreds of independent retailers through her informative seminars, webinars and snappy hours, all with the goal to inform and educate them on navigating the world of social media and marketing. 

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Crystal’s expertise and boundless enthusiasm for all things social media has helped countless retailers understand the benefits and reasons to increase their own customer connections and to experience the positive effects social media has on an independent retailer’s store traffic and sales.

This first in a series of posts is designed to help retailers learn and get as excited as Crystal about social media and marketing to help their business soar to new heights.  Crystal Includes her concise “to-do list” to jump start your successful social media planning! 

You have been a pioneer in the social media industry for independent retailers, tell us a little about your experience and how it can help retailers across the country.

Crystal V: I came from the social media industry and joined the retail sector about a year and a half ago. I was surprised by how slow this industry is to use social media to market. A few of my first seminars were way too advanced and I had to take a few steps back. After realizing that, it became my mission to help get retailers and vendors using social sites to market and help them learn how to effectively (and efficiently) use these tools.

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 Approximately how many retailers have you spoken to and worked with in your seminars, webinars and over the phone?

Crystal V: At least 350 across the country last year and over 500 in 2012 and it’s only March!

 What is the typical evolution of learning and growth with retailers just starting out with social media to having them feel comfortable using these tools to grow their business?

Crystal V: A lot of retailers I talk to are very fearful of social media sites both personally and professionally. There’s always fear of the unknown and these retailers typically didn’t grow up with this technology. It is a completely new space for them. In the beginning, like most businesses I’ve worked with, there needs to be some hand holding, but comfort comes with doing and one of the best things retailers can do to become familiar and comfortable with these tools is simply use them.

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In addition to the fear, a lot of retailers say they don’t have time to use these social media tools. However, if a retailer understands how to efficiently and effectively use social media, they’ll find that it doesn’t take a lot of time. In January we had a retailer panel where three successful retailers shared how they market their stores and what kind of response they’ve had from their tactics. Everyone was using Facebook. A retailer in the audience said, “I just don’t have time for Facebook” and the retailers on the panel went crazy saying, “I don’t spend more than 5 minutes a day” “you’d be shocked, it really doesn’t take that much time, I promise!” I loved seeing retailers tell other retailers their own experiences so it made using Facebook seem not as difficult. They saw that retailers were using it and seeing a response, and were only on it 5 minutes a day! If a retailer is brand new to social media marketing, it make take some extra time in the beginning to learn how everything works, but after that, it really doesn’t take a lot of time to market your store using these tools.

 From your frequent interactions with retailers, have you seen consistent challenges or stumbling blocks to using social media? What are some ways business can learn from other’s mistakes and move quickly into positive results with social media?

Crystal V: Like I said before, the first step is to get over your fear or excuses and, in the words of Nike, just do it! It’s important to know what your goals are when using these sites – Are they to announce new products when they come to your store, enhance customer service, create a platform for conversation, stay in touch daily, an outlet to promote events, sales and exclusive offers, or maybe a combination of it all? Once you know how you’re going to use these tools to market then you have a better idea of what to post and how often.

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Independent Retail seminar on Social Media -Dallas World Market Center

If you’re brand new to social media marketing, I suggest attending a few webinars or local seminars to learn how to effectively use these tools. If you take the time to learn in the beginning to understand them, you’ll save a lot of time in the future. Through these webinars/seminars you’ll most likely also learn some tools that can make it easier for you, saving you time. SnapRetail is launching a marketing calendar in March for retailers that include Facebook post ideas and email marketing campaigns because they know how busy retailers are and saw a need to help by being a tool to save time.

Can you share some specific success stories of business growth using social media?

Crystal V: One tactic that has a high rate of response is simply posting pictures of new product arrivals. During my social media seminars I talk about this tip and always ask if the audience does this for their store. I almost always had at least one retailer that has and they typically have customers come in that day to buy.  One of our retailers completely sold out of Mud Pie gloves within a day because she posted pictures on Facebook using SnapRetail’s Online Photo Albums. Through this app, Fans of a page can “Reserve” product right from the Facebook page. This retailer sold out because she made the product available via Facebook.

Another great way to drive traffic to your store using a Facebook page is by posting exclusive, time-sensitive offers. One example of this is a furniture retailer outside of Chicago I talked to who was having the hardest time selling a chair. He marked it down, moved it to different areas of the store but still couldn’t sell it. One day he took a picture of it with his Smartphone, posted the picture to his Facebook page and said, “Today only, 15% off!” He sold the chair that day.

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 Can you provide a top 5  “TO DO LIST” of what every retailer should be doing  for a successful launch into social media to market their business:

Crystal V:

  • Set goals!
  • Find the social sites that are right for you/your store (Facebook, Twitter, Pinterest, YouTube, a blog, are the top favorites and most frequently used )
  • Decide what you want to use these social sites for-and be specific here, no vague statements like increase business (customer service, showcasing new products, channel for exclusive offers, promote events, or a combination of all)
  • Set up tools that will help save time (Hootsuite)
  • Most importantly be authentic and personable when you post to these sites, people will connect with the content more and build longer lasting relationships.

 Part 2 in this series dives into the benefits of specific social media tools.  Can you share any of your successes with launching into social media?

Prioritizing Technology in the Gift & Home Industry

Happy New Year!

 

Between the time I was asked by Giftbeat to write an  article on technology and the publication of this newsletter, we all experienced the passing of a cultural and technological icon nearly without compare: Steve Jobs left us on October 5, 2011, and in his wake there were thousands of articles measuring his impact on the world, comparing him to the likes of Edison, Einstein and Ford. If we needed a statement about the importance of technology in our world, we need look no further than how the shadow of Jobs’ accomplishments took over the worldwide consciousness.

Are we even able to picture the world without iPhones, iPods and iPads? The question is rhetorical, but the point is there is no reason to imagine it and no reason to go back; technology always moves forward, leaving outdated methodologies in its wake at the same time that it enhances our lives. In an industry woefully behind the times, we all need to come to the realization that our world has changed forever.

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So the question becomes: Where do we go from here? If we know we need to adapt, how do we start? Simply saying “I have an active website” or “I provide my entire sales team with computers and scanners” is not enough; it is a baseline in today’s market.

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The solution begins with honest assessment of your companies’ status when compared to business in general — it doesn’t matter if you are a retailer, vendor or sales organization. Here are a few questions to consider in your assessment:

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  • Are you taking advantage of current technologies related to your business?
  • Who owns your technology projects and how are they prioritized?
  • Do you consider future technologies when deciding the direction of your company?
  • Do you budget for technology?

If you can quickly and effectively answer these questions, you are certainly ahead of the curve. But chances are that you had difficulty responding to at least one of these thoughts. Quite frankly, I had difficulty with all four when they were posed at various times over the past year.

 

So in a world where information is no longer scarce, what adjustments have to be made? At the core, everyone needs to leverage the interactive world to communicate one’s message. The individual becomes much more important and can make a far greater impact. Independent stores can compete with the chains; small vendors can look big and individual salespeople or small groups can reach a larger audience.

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The following technology-related concepts, if implemented correctly into your business, will have an immediate impact:

  1. Tablets are a game changer on the sales side. The interactive sales process is completely different when using this type of device vs. a traditional laptop and/or a static catalog. We have just begun to see the effects of tablet technology on our business and the world at large. At the moment, the iPad is dominating this arena, but look for a huge number of competitors to flood in quickly. Viewing tablets and mobile computing as the pervasive technology standard should be your focus.
  2. Social media is not going away. In a world continually connected and in need of content 24/7, there will always be the need to interact through this medium. Regardless of who the dominant players are long term, the idea of “socialization” across technology platforms will only get stronger. A business Facebook page, LinkedIn profile and active Twitter account are the minimum acceptable standards right now.
  3. Your website is your home and most important address, so it needs to be treated as such. Get advice, tweak and consistently change your pages, measure your results through analytics and make sure you fully optimize to maximize results. Make it part of your daily review and make sure someone “owns it.”

It is quite common to get locked into a pattern of considering only what is currently in front of you, but we all need to work on looking forward. This is never more important than when we are assessing technology. Schedule time to consider some changes to how you look at this area of your business — it will be time well spent.

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SnapRetail Launches “The Calendar”

SnapRetail, a technology company that provides the only solution for small retailers to plan, promote, sell and stock their stores online, has launched the Calendar and Idea Bar.

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This first-of-its-kind Calendar makes store marketing fast and easy.

The Calendar is a Web-based feature that helps retailers plan, create, schedule and send marketing campaigns to customers via e-mail or social media in about 10% of the time it takes with other email marketing systems. The Calendar offer ideas, inspiration and tools to help local retailers send innovative marketing campaigns to drive store traffic and increase sales. 

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To read the complete WSJ Market Watch article and learn more about SnapRetail’s tools, click here.

If you have tried the SnapRetail Calendar tool, send us your thoughts and comments.

Ivystone Group Celebrates Sales Achievements & Milestones in Atlanta

 

Ivystone Group Awards Event Jan 2012

Ivystone Group’s sales agencies, Homestyle, Ivystone and Simblist celebrated top 2011 sales achievements and company milestones during AmericasMart Atlanta Gift and Home Show in January.

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“It was a great night to spend with all of the Ivystone Group’s sales teams throughout the US and to congratulate everyone on their accomplishments from the 2011 year”  stated Doug Cofiell, CEO of Ivystone Group.

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The awards event was a night filled with kudos and reunions and a positive kick off to the January market. ” It is so energizing to be around the many professional Homestyle, Ivystone and Simblist sales reps across the country as well as  industry icons,  and a  fantastic way to begin the 2012 year”  said Dave Mazzeo, industry icon of 30+ years.

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Ivystone Group  has much to be happy about with a newly updated AmericasMart showroom on the 18th floor and awesome vendors partners for all 3 Ivystone Group brands: Homestyle, Ivystone and Simblist (16th Floor Bldg 2).

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The Atlanta January market was a big success with much to showcase on the showrooms, upbeat buyers and products- we will highlight the January Atlanta  Market 2012 in our next post…..so stay tuned!

For now, check out the Ivystone Group awards celebration and let us know if you or your company are celebrating any milestones this year.  As you can see, we love a good party!

 

http://www.youtube.com/watch?v=UTV9dCKHhHQ&feature=autoplay&list=PL7048061A7D7DB1C0&lf=view_all&playnext=1

The World's Top 50 Most Innovative Companies of 2012 From Fast Company

Innovation -this is a word we hear almost everyday, referencing virtually every aspect of our lives.  The word suggests originality, advancement, novelty, modernization in technology, fashion, food, drink, communication and beyond.   This list from Fast Company has something for everyone with incredible insights and opportunities to learn and gain respect for the ingenuity of these companies.   You in no way need to be a techie to appreciate at least one of Fast Company’s TOP 50 Most Innovative Companies.  Do you have a company you would add to the list?

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Design Trends 2012- Ahead of the Curve – Part 3

Red Hot, Basket Weave and Au Natural…..

All part of our 3rd in series on design trends 2012 from notable designers Nathan Turner, Anthony Baratta and Jeffrey Alan Marks who recently toured Las Vegas World Market Center showrooms.  The designers spotted fresh trends in texture, color and design for 2012.  Each designer had unique insights on the newest home trends making this video (along with parts 1 and 2) a worthwhile stop as you plan your 2012 buying and market visits.

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Nathan Turner, renown designer and trend setter suggests you get inspired, move out of your comfort zone and enjoy Red Hot, Basket Weave and Au Natural product trends.

You also have the chance to view beautiful products and styles from Homestyle vendors Palecek and Arteriors as top designer choices!

“Because I have a retail store I am always on the hunt to look for new and exciting things, and was not disappointed here in Las Vegas,” said Turner. “I saw so many different types of beautiful pieces and spotted numerous trends. I can’t wait to bring some of these things back to my own store in Los Angeles.”

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