Lisbeth Calandrino::

This summer I decided to take in the GreenBuildingNY show at the Jacob Javits Center in New York City. I consider myself up on 'green' but I realized if I wanted to learn anything new, it was probably in New York City. I expected exhibits on anything connected with the building industry; what I hadn’t expected was chocolate companies exhibiting their energy efficient milk chocolate pieces and the cockroach-sniffing dog! It opened my eyes to the vastness of green.

This is also where I met Jennifer McGee, CEO of UPworld — a site with approximately 15,000 members worldwide. In addition, Jennifer is president of UP-Market[ing] — a design and branding consultancy that works with retailers and business owners to create new and dynamic retail environments that increase sales and build customer loyalty.

I liked Jennifer and her UPworld concept. It’s a LinkedIn on steroids. The more information she gave me the more questions I wanted to ask. Jennifer is multitalented and everything just fits together. What makes Jennifer outstanding is her background in both architecture and marketing. She was also named one of Real-Estate New York’s Woman of Influence for 2008. An architect by trade, Jennifer has her own ideas about retail and buildings. 

As Jennifer so succinctly puts it, "A retail building must be more than a building. It should be a space molded around the people to enhance their retail shopping experience." 

Here's an interview I conducted with Jennifer on her ideas, and what she sees happening in the industry in the future.

LC: Jennifer I see that your background is varied, with a Bachelor and Masters of Science in Architecture as well as a Masters of Real Estate development, but somehow it seems to fit together. Exactly what do you do?

JM: My interest has always been in how the customer experience and the design of a space function together, not just in the creation of a building. My work is varied to include clients such as JP Morgan Chase, W Hotel, Searle, Saks Off Fifth, and more. Each of these businesses are interested in building a brand experience for their customers. Different environments should help support the experience of the customer and how the customers interact with the building. In architecture school we are taught how to build different types of buildings. What we don’t study is how the people interact in a space and does the building enhance the brand image of the business. 

I consider myself a retail consultant who can design both the building and the customer's experience.

LC: Were you always interested in building the brand experience?

JM: I started in high-end residential design, designing penthouses in New York City and then branched out into women's fashions. As I examined the businesses, I quickly realized that some designs supported the consumers connection to the brand. Other designs didn't support the buying experience – in fact they detracted. The key is to build an environment that makes the customer want to stay and buy.

LC: Can you give us an example of what you mean?

JM: I do a lot of work with furniture stores and you’ve probably noticed how stores have changed over the years. Furniture stores have been basically boxes with rows and rows of couches and chairs. Then along came Ikea, Crate and Barrel and all of a sudden it changed. We are an experience economy, customers want to be engaged, amused and above all, get ideas for their living spaces.  The box concept suggests lower value as well as prices. It doesn’t give you an exciting experience. If you think about it, a kids birthday party used to consist of a cake and ice cream, now it means a trip to Chucky Cheese product with lots of friends. If you want to build your brand, product alone won’t do it.

LC: What should retailers be thinking when they are designing their spaces?

JM: Many retailers or business owners go into business because the product is their interest or hobby, they just love it. Their interest sparks the building of the business rather than hard, cold research as to whether the concept is viable. They need to determine who their customer is and what will drive traffic to their store and what is the value proposition for their business. Liking coffee is not the best reason to open a coffee shop.

How the space is designed is determined by the type of customer. Dunkin Donuts' value proposition is get the customer in the store and get them out. The traffic flow is in and out. On the other hand, Starbucks has comfortable couches and chairs and invites you to stay. As the space is designed, the specific customer and your brand proposition should determine the traffic flow. 

Oftentimes the building is beautiful but doesn’t direct the experience.

LC: What about the buying experience?

JM: As the building is designed, the customer should be tracked through the buying process. Do you want them to stay or go? If you want them to stay, where will you put them? If you are not consumer driven and aren’t aware of your customer’s habits, you may be driving them from your store. The key is to understand how your space will drive traffic and help you build your brand. Are you promotion-minded or is yours a specialty store? How do you keep your product fresh and interesting for your customer. This encompasses both the design and marketing of the space and the business.

LC: Your business Upworld seems to connect to your business and would probably help your customers.

JM: Upworld was established to help industry professionals market themselves. We are an "invitation only" network and screen all of our applicants. These are high powered professionals that benefit from each other’s expertise and are capable of doing business all over the world. One of the reasons for its inception was to provide connections for my projects. I needed highly specialized sources and products so I started my own networking group. I saw it as a way to build my business as well as helping other professionals with their business. Upworld has been in business for two years and has over 15,000 members from the construction, design, real estate and trades industries. 

LC: How important is social networking and networking in general to someone’s business?

JM: The adage of "it’s not what you know it’s who you know," is still very true.  These days with social networking, a business needs a combination of traditional and online marketing. They have to decide the value of their web site: is it designed to promote and drive traffic or just provide information to the customer.  

Upworld recently co-hosted an event with YREPNY (Young Real Estate Professionals from New York)  and had over 300 people attending. We actually posted on Upworld the member’s names that showed and a little about each one of them. We try to give them ways to network and build their own businesses.

My friend Kevin Gamble, Partner of 332 Flooring, attended the YREPNY and had the following to say about the event:

"As a partner in a luxury vinyl flooring distribution company I am always looking for new ways to network.  The Web site was filled with architects builders and realtors, exactly the people I wanted to meet and the  event was more than I could have imagined."

LC: What advice should you give an entrepreneur just getting started?

JM: Hire someone who can help you determine your brand and what you are trying to build.

Be willing to step back and examine your motive for going into business. Ask the hard questions: do I really know what I’m doing. If I don’t know what I’m doing, am I willing to learn?

Remember that the customer experience and the design of the space go together; don’t do one without the other.

Resources

• Jennifer’s profile can be viewed here.
• Visit UPworld here.

Emily Cappiello of Floor Covery Weekly wrote a great article about how businesses can be using social media to promote their products and services. She interviewed me for the story and I’m happy to have been a part of it. Thanks Emily! The full article is below.

Social Media Can Be A Stepping Stone for Biz
by Emily Cappiello

Social networking is used every day by millions of people of all ages — it has become a part of their everyday lives. Being able to present your business on a social networking site can have many benefits; the sites are a source for active promotion of your name and brand and can drive sales by providing more exposure.

Michael Cheek, manager, Internet technology for Mohawk, said that social networking is important because it has become a primary way for people to communicate. “People are having the conversation anyway and we need to be a part of it,” he said. Cheek explained that there are some simple ways that retailers can really take advantage of social networking. First, reserve your store name — whether or not you will be using social networking immediately. This ensures that when you want to use it, your name is what you want it to be and also what customers recognize you as. Secondly, portray your work on social networking sites. “So much of what we do as an industry is visual and it’s a way for people to find more paths into your store,” Cheek said. Cheek also explained that social networking sites are a way to make sure that customers will share their experiences online — a modern-day version of referral business.

If created and used correctly, social networking also levels the playing field, said Lisbeth Calandrino, director of consumer research at Fabulous Floors. “You don’t have to be big anymore to have a marketing presence. You need to learn to use your computer,” she said. She explained that although people get nervous because of the transparency that comes with social networking sites, there are so many ways to still remain in control. “You can’t really make many mistakes. It’s really all about fun and building connections. I believe the ones that will make it will be the ones who conquer cyberspace. This is the movement from a flat, ad-based website to the web 2.0, which is the conversation and interaction between the retailer and the customer,” Calandrino said.

Calandrino suggests that retailers take advantage of all types of online networking tools — social networking sites as well as blogs — and link them all, but she also said that retailers have to make it interesting. “You don’t want it to be just about advertising; if you do, no one will want to come to your Facebook page. You need to add anything that is important for you, like a runner’s club if you like running, and build your own place. As for your work, try to get video or photo testimonials and invite your customer to comment. Post about what is going on, say if you are having a color and design meeting. Everyone has to realize that this is where the customer is, this is how you network these days,” she said.

Carpet Network, a franchise company that has tried to consistently have a presence on the Internet, has embraced social networking because the benefits have been realized. “[Social networking] has been an interesting challenge, but it is also paying off,” said Lenny Rankin, CEO. “It is hitting every segment of society today, so why not be a part of it?

Rankin explained that social networking sites are a non-invasive way to let people know what is going on while keeping your brand in front of consumers. “It is a piece of the puzzle with helping brand awareness and being there when people need you. We are in front of people and we are getting more exposure and if someone writes something like ‘good job’ or ‘excellent service,’ it goes to hundreds of people,” he said. Also important is the fact that social networking gives franchise members a chance to hear about what is new and provides a forum for discussion.

And retailers aren’t the only ones who stand to benefit. Betsy Amoroso, director of corporate communications for Mannington, explained that social networking can give a name and face to a manufacturer, which may boost sales in the long run. “I think social networking is critical for businesses today, because more than ever, consumers like to feel a personal connection with a company they choose to purchase from. Social networks allow that deeper level of communication that just wasn’t available before and it draws them into your brand very early on in the purchasing process,” she explained.

“We felt that social networking, in particular our new Facebook page, was a great way to make that personal connection; to show consumers that we are not just a company but people with families who share the same cares and concerns that they have,” she added.

The only issue she sees is the fact that networks are so open and the things written and communicated are not always able to be controlled. To that, Amoroso said companies have to be able to take the good with the bad. “One of the biggest pros and cons is the transparency this gives your company. You have to be ready to take praise as well as negative feedback and be ready to address anything that comes your way. That said, though, I still believe that consumers today appreciate that transparency, and respect a company that is willing to open itself up like that,” Amoroso said.

I had a serious conversation with the owner of a home flooring business. The owner was telling me how tough business was and that it wasn't getting any better. I respectfully asked what the owner was doing to grow the business and he said he was working with a not-for-profit and spending a day involved in fundraising for the organization. 

The rain held off and Baystate Rug held its first “Bounce House” event. President Joe Montemagni and General Manager Jorge Morgado purchased an inflatable “bounce house” — an Excalibur’s Castle model, which is one of the many different types of bounce houses.

Miami, FL – Ok, so I love Madonna. I bought three copies of her new CD, Hard Candy, last night. Why, you ask? So I can have one in the car, one at home and one to take on the road. That’s called being a fan.

A month ago when I found out she would be in Miami I decided I had to go see her. I went online and looked for tickets – which, frankly, I found just as annoying as purchasing airline tickets online. So I called my travel agent who found me good cheap tickets and off I went to see Madonna on her "Sticky and Sweet" tour.

When I first saw Madonna years ago, I said I didn’t like her. Secretly, however, I loved her and her music. She was over the edge and it seemed like she made a lot of people nervous.

And then something happened. I came out of the Madonna closet. I followed her career, her children, and even investigated Kabbalah. Whatever you think of her, Madonna is certainly a very complicated  and interesting human being.

The show was supposed to start at 7:30 p.m. but didn’t get going until 10 p.m. It was doubtful that it could have started early — the roads were jammed up and some people told me it took two hours to move 10 miles! She arrived by helicopter promptly at 10 p.m. and left at 12:05 a.m. The trucks were parked outside and the stage was torn down in about 45 minutes.

The show was amazing! I hope I can swing my legs up as high as she can when I’m 50…!  She never seemed out of breath even when her dancers were. Madonna danced for almost two hours straight with a couple of 10 minute breaks, jump-roped and did some complicated dance moves with Justin Timberlake.

They love her in Miami! She’s the hometown girl and she worked it – “I love you Miami, you’re my people." She sang a couple of songs in Spanish and the audience went crazy. The audience was crying and screaming in response to her connection with them. The costumes were beautiful, and so was she. According to Brand Madonna, she has been on more magazine covers than any other star – living or dead!

Madonna is no doubt sexy and outrageous.

The show was fun. It ended with the song Tick Tock, which alludes to environmental issues as well as a tribute to Kabbalah. After the show there were groups of people in the parking lot handing out literature on the organization.

So what does Madonna have to do with your business?

It’s building the brand. It doesn’t matter how you build it you just need to do it—now.

People need to love you, your showroom and your salespeople. Work on it, make it fresh, keep motivating your salespeople and do something fun with your customers. Don't be afraid to be the Chucky Cheese of the industry, no matter how cheesy it sounds.

Keep reinventing yourself; ask your customers what they like. Remember your customers are the keepers of your brand. Are you asking them what they think?

Build your brand by building strong partnerships. The event was sponsored by Blackberry and they handed out blinking blue circular necklaces. The necklaces were great; if you turned around to the audience you could see all the little flashing lights in the bleachers.

Update your brand, don’t let it get stale.

I was interested in the coordination of the event;  unfortunately there were no CDs for sale. I couldn’t believe it! Plenty of high-priced jackets and t-shirts — but only one area to get this stuff. You couldn’t get near it. By the way, beer was $8 and water $6. Oh well.

I also noticed that the bleachers in front of Madonna were empty; I would have filled them first so if Madonna looked out she would think the place was filled. Maybe it was by design.

The next morning I was so stiff I could barely get out of bed and I was hoarse. Dancing and screaming for two hours used to agree with me but I think I got stepped on too many times. Time to get out the tapes and get on the treadmill.

When I'm hungry, I eat. When I'm thirsty, I drink. When I feel like saying something, I say it." – Madonna Ciccone

Positioning your business for the holidays; creative publicity and advertising; acknowledging excellent service.

July 4th has come and gone, and if you were like most of us you were looking for a place to enjoy the fireworks and enjoy the height of summer.

This year, instead of joining 30,000 at Empire State Plaza in Albany, NY, I opted for Saratoga Springs, about 30 miles north.  I got to see my friend Tony play in the Spa City Band in front of 5,000 other spectators. I enjoyed the reading of the Declaration of Independence and a little about the history of our country. It helped me realize how our ancestors fought for what we take for granted. Of course while this was going on, Joey Chestnut (great name) just won the 92nd annual hot-dog-eating contest at Nathan’s Famous in Coney Island. He downed 66 hot dogs—and buns–in 12 minutes. The question remains: why would anyone want to do this?

Craig Wilson at USA Today is saying that now that Tiger Woods is on the sidelines, maybe he could enter into the hot dog competition. He certainly could use a pound or two. All of this makes me think that holidays are an opportunity for retailers to join in on the celebration, create a little fun and a chance to provide an experience for your customers. CNN tells about a family in Chicago that decided to help our troops. For July 4th they sent pizzas to Iraq. They spoke with the local pizzerias, put it all together and off the pizzas  went, in time for the holiday.  The family is now on CNN. You can’t pay for that kind of publicity and you can’t get it!.

There are so many ways to “do good” and give you and your business some notoriety. If you are going to open on a holiday you are competing with whatever the season brings. Stop competing and join in. I remember how depressing it was to work on a holiday and wait for that stray customer. We finally started having our own celebrations, work became fun, we had lots more customers and customers had something to do—with us.

Now that it's back to school, how about a party for the kids to mark the start of the year? I’m sure the parents would love it!

And then comes Halloween. Why not have everyone gets dressed in their favorite costume? Why not put pumpkins outside your store and create a drawing for the best costume?

[...]

With sales down in almost all categories, businesses are wondering: what makes a difference to customers? Businesses talk about their brands and brand recognition. In times like these I wonder: what makes a brand?

In 2004, Al & Laura Ries wrote a book called

The Origin of Brands: How Product Evolution Creates Endless Possibilities for New Brands
, in which they talk about what builds a brand and what keeps it going. They have interesting thoughts. One is called divergence: take an existing brand and look for opportunities to create new categories by diverging existing ones. I think this is something for flooring retailers, many with long-term brands that haven’t changed one bit. Another interesting point in the book is that a brand dominates, and that name alone can represent the primary reason for the brand’s success. Think about Coca-Cola - the world’s most valuable brand because it dominates the cola category. It has since branched into water, sports drinks and the like. Why do we buy these new “names?” Because we know Coca-Cola stands behind it.

Think about Starbucks. This company started out as a “coffee brand” which was able to launch into music, coffee “stuff,” gift cards, etc. Is this a mistake? Well, we know that if you are going to branch off into new brands you had better keep the old brand solid. If Coca-Cola became tainted with salmonella, there wouldn’t be anyone drinking Dasani water. This may be where Starbucks made some errors: moving away from their core brand. Anyway, I decided to go out and explore some brands, both living and dead, to see how what makes those brands big brands.

Last weekend, two big brands were in town: Elvis Presley and the Temptations. Both brands were big in the 1950s, and continue to bring in audiences. One of those big brands, Elvis Presley, actually died in the 1970s, but continues to live in Memphis with thousands of fans visiting Graceland every year.

[...]