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23 02, 2016

So You Think You Understand Romance?

By |2017-03-03T12:06:49-05:00February 23rd, 2016|Categories: Advertising, Blog, Marketing, Motivation, Reaching the Consumer|Tags: , , , , , |0 Comments

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What is romantic to one is not to everyone else.

What is romantic to one is not to everyone else.

The only way you know if you’re good at it is the response you get from your target audience. Roses seem to be the flower of choice for Valentine’s Day, but not everyone likes roses.

The key is knowing your audience.

Let’s talk about something we all understand; pricing. Pricing merchandise is more than a system, it’s an art. What makes  the Tag Heuer,  Monaco watch sell for $25,000, on sale ; don’t you wonder what it costs to manufacture the product?

In some ways it looks like many other watches except the face is very unique. More than the look is the romance and history behind the watch. Yes, you can say it’s the name, but  how did they build it?

This is how the watch is explained:

In 1969, TAG Heuer released the first automatic chronograph, and broke with tradition by creating the first square waterproof case to house it. The Monaco became an instant icon on the wrist of legendary actor Steve McQueen in the 1970 film, Le Mans. TAG Heuer continues to break all the rules with the revolutionary Monaco V4, the world’s first timepiece with a belt-driven transmission.

Notice the first line, speaking about an “automatic chronograph with a square waterproof case to house it.” When I first read it I wasn’t sure it was a car or a watch! How about you?

 

Check out this description of a boring black dress:

 

Typical product description:

 

The boring Indie dress.

The boring Indie dress.

Indie Dress

 

The Indie Dress features a cross-over neckline and empire bodice. Made from 18.5 micron New Zealand merino wool. Side slash pockets. Relaxed Hood. Machine washable. By Ibex.

YAWN….

Product description with personality

Indie Dress

Free yourself from fussy when you pull on the Indie. Cross-over neckline and empire bodice move easily from well-dressed to “WOW,” but never compromises on easy care and comfort. Made of the finest blend of merino wool from only the best and happiest New Zealand sheep. 18.5 micron means wool so fine that there’s zero itch. Side slash pockets, relaxed hood. Machine washable. By Ibex.

Tips for ‘romancing your products:

1. Make it personal, ’ how would my life change or be different if I bought your product?

2. Why should I buy it; what makes ‘IT’ different than a similar product?

3. Why can’t I live without it?

“Whisper more sweet nothing in my ear. You may think actions speak louder than words, and a picture is worth a thousand of them, but you’d be amazed at what the right words can accomplish.” Jeff Greenhouse.

Lisbeth has been helping businesses build marketing and sales strategies for over 20 years. To schedule a consultation or have you speak at your business, reach her at 518.495.5380. www.lisbethcalandrino.com.

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5 01, 2016

Join us at The International Surface Event 2016

By |2017-03-03T12:06:49-05:00January 5th, 2016|Categories: Advertising, Blog|Tags: , , , , , , , , , , |0 Comments

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On the Cutting Edge

On the Cutting Edge

This is your opportunity to do some significant networking. Bring your walking shoes and your team of employees. Spread out and take in all you can to kick your business up to another level.

Once again the flooring industry is headed to Las Vegas to display new products and trends as well as offering thought provoking seminars.  have been attending The International Surfaces Show for twenty years and it just gets better and better

For the past two years, the event has been paired with Design and Construction Week (DCW). DCW features the co-location of the NAHB International Builders’ Show® (IBS) and the National Kitchen & Bath Association’s Kitchen & Bath Industry Show (KBIS). If you’re in the flooring business, this is certainly the place to check out new customers and get serious about improving your bottom line.

Are you prepared to work this show? Here are some quick tips.

Determine why you’re going to the show and what the top 10 things you hope to accomplish are. It’s easy to get off track. If you meet someone you haven’t seen in a long time, take their card and write a note to call them when you get home. It’s likely that they’re on a tight schedule also.

Register early before the show and get the “lay of the land” before you get there. Know what your hotel has to offer, how far it is from the event and if there’s a shuttle to get where you need to go.

Make a list of who you must definitely see. If possible make an appointment with them before the show. You must do this quickly because calendars fill up fast, especially if it’s a short show.

Get dressed up. You don’t need a suit but looking prosperous is always a good thing. I always go shopping before the show and see if there’s something outstanding.

Have more than one pair of shoes with you. I always carry an extra pair with me and change in the middle of the day. This will give both your feet and shoes a chance to recover. Don’t wear brand new shoes if you haven’t ‘broken them in.’ I have found that some shoes are comfortable for short times only. I have done some serious damage to my toes.

Don’t forget to bring plenty of cards. When you take someone’s card, take a photo with them also. This way you won’t forget who they are and what made them unforgettable. Don’t bring lots of large brochures; it’s easier to send things electronically when you get home.

Make friends in the lunch lines! If you decided to grab a snack talk with the person next to you in line. If you think it’s a good contact, maybe you can sit with them and get to know them. If you’re alone, find a table of people and ask if you might join them. This has always been good for me.

Take lots of pictures if allowed. This was you can put them on social media to show your customers what you’re up to. I’ve had several people tell me they’ve actually gotten orders from customers who have seen the ‘hot, new items’ on line. Some people like being first.

Make sure you find to recuperate. Working a trade show is like having another job, but a good one.

Lisbeth Calandrino, speaker, Associate Publisher and Director of Social Media, Fabulous Floors Magazine, http://fabulousfloorsmagazine.com/, https://lisbethcalandrino.com/.

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29 10, 2015

How Much Does Your Excitement Matter to the Customer?

By |2017-03-03T12:06:49-05:00October 29th, 2015|Categories: Advertising, Blog, Building relationships, fun|Tags: , , , , , , |0 Comments

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Eat more oatmeal!

Eat more oatmeal! Today is National Oatmeal Day.

A smile and excitement are worth quite a bit if today was any indication of it.

Today was “National Oatmeal Day” so the Quaker representatives were handing out fee oatmeal in NYC Penn. Station.   It was interesting watching the response they were getting from consumers. . Some of the reps. were very enthusiastic, smiling and making a big deal about the day. Others didn’t smile and just tried to get people to take the oatmeal.  The ones that were smiling and excited were getting people to take two; the ones who didn’t smile literally “couldn’t give the oatmeal away.”

I kept thinking back to something I say in sales training. “Remember whatever you have it’s catching to the customer.” The person with the highest or lowest energy will shift it to the other one. If you’re excited, it’s catching, if you’re miserable, it’s catching. It was incredible how obvious it was today.

I took the oatmeal with a smile on my face. I also took a good look at it and read the ingredients. The woman’s excitements made me curious and want to know more. Hey, not a big thing; we’re just talking oatmeal now!

I consider NYC the place for looking and shopping. I had an appointment in the city but instead of taking a cab, I choose to walk the 1.4 miles. (Maybe it wasn’t such a good idea in heels.)  I went into several stores to watch salespeople and look around.

Desigual is fun.

Desigual is fun.

My favorite store is Desigual out of Spain. The clothes are very arty and super different. The people, who work there is darling, just like the store. They laugh with the customers and talk about how you have to be careful how many of their prints you wear together, or you’ll look like a clown! I left laughing and energized. They truly have an energized brand.

 

For me NYC is energizing. There are many different types of people, interesting fashions and the most helpful that I know. I left my phone on my car seat and had to keep asking directions to my destination. I choose to ask many people to see what type of reception I would get. People took out their phones to look for directions, some walked with me to make sure I was heading the right way.

We all need to reenergize. Some of us get it from alone time and others from other people.  Getting refueled is about connecting with yourself and who you are. Get out of the house and go to the movies, get to the gym.  I enjoy being around people who have lots of energy because I feel lifted. In fact, it will carry me thought many days of work. I also love when I can share my energy with others. Energy goes both ways.

If you get a free moment, check out your energy and the people around you. Are you in a major slump? People can energize you as well as deplete you of your energy. Take a minute and think about yourself.

Remember what the flight attendant says, “Put your oxygen mask on first before helping anyone else.”

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4 10, 2015

7 Mistakes That Make Your Email Campaign Look Lame

By |2017-03-03T12:06:51-05:00October 4th, 2015|Categories: Advertising, Blog, Customer Service, email marketing|Tags: , , , , , , , , , |0 Comments

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Email marketing needs a plan to be effective.

Email marketing needs a plan to be effective.

Everyone says they’re doing email marketing but are they really? Sending out a few emails when you feel like it is not the same as having an email campaign. I get great email blasts from my friends, and then they disappear. I’ve even called and asked several what happened to them, and they say they got tired of sending them! One friend said her customers liked her message, but it was too much work.

Here are 7 mistakes that will make you look lame and actually hurt you.

  1. Not segmenting your customer lists. Basically, “one size fits all” when it comes to the message can be a problem. A customer who bought recently is not the same as one who bought five years ago. Each should get a message, but it should be different. Of course, the one who just bought should be thanked and the other should receive an incentive to come back to the store. This is not good customer service.
  2. Are you disregarding the customer hasn’t bought? Are you collecting their email? Getting their information is critical to staying in touch. If they are really interested, the right message will send them back into your store.
  3. Do you start a campaign and then stop? If you’re’ going to do a campaign, you should do it for at least a year. You want your potential customer to look forward to your messages. The messages should be interesting and fun, not filled with advertisements.
  4. Not using a service to send out your emails. Your email service is not set up to handle over 50 emails. Not only that, because of the sophisticated servers, you’re likely to be cut off from potential customers, particularly if you don’t have an “opt out” section.
  5. Do you send out emails without a goal in mind? What is worse than getting emails that don’t seem to have a reason or links to your web site or social media? The reason for an email campaign is to keep in touch with your customers, or potential customers, and provide value.
  6. Do you only send emails when you have an offer? If this is when you send them, those responding will need something. The others will probably consider you a nuisance and go away. The idea is to send an assortment of messages so everyone will remain interested.
  7. Do you send out emails without a long-term plan? It’s called “email marketing” because it’s a marketing plan. You want to have a plan that makes sense to you and the customer. If you don’t you may be doing more harm than good.

As my mom, used to say, you only have one reputation. Take care of it.

Lisbeth Calandrino has been helping businesses build sales and marketing strategies for over twenty years. For more information on email marketing, go to http://followyourcustomer.com/ and sign up for a webinar on customized email marketing.  Lcalandrino@nycap.rr.com.

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19 04, 2015

If you Can’t Change it, How do you Know When to Give it up?

By |2017-03-03T12:06:53-05:00April 19th, 2015|Categories: Advertising, Blog, Blogging, Customer Service, Managing the Customer Experience, The Millenniums|Tags: , , , , |0 Comments

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