miamore communications

The Wine Industry and the Digital Grapevine

2012-01-25T13:35:00.001-05:00

Perhaps it was all the libations we enjoyed over the holiday stretch, or maybe even this beautiful 55-degree weather we’re experiencing in New England that’s made us take a quick mental vacation, but either way, we’ve got wine on the mind (Is it Friday yet?). This was the segue to our discussion of Rhode Island’s bountiful variety of vineyards… but why is it that we so rarely hear from them during the winter months? So we got to ~~drinking~~, thinking… “How has the wine industry approached the realm of social media?”

For many wine enthusiasts, there is no greater pleasure than enjoying a vintage selection that has been aged to perfection. However, unlike the wine itself, there is no faux pas greater than a winery having a digital presence lay untouched over a long period of time.

If your internet curiosity has brought you this far, you need no explanation as to the potential power and reach of social media. A simple “if we build it, they will come” attitude toward your online presence does not a successful business make in the world of wine or any lifestyle category. A strategic balance of presence, participation & promotion has proven to be a successful business model for many wineries and vineyards, who, despite turbulent economic conditions, have remained on top of the industry.

Nationally, Duckhorn Vineyards and J. Lohr are a couple great examples, but you need not be a major brand to successfully utilize social media and digital marketing. Among our local wineries here in New England, we love Greenvale Vineyards. This small, family-owned winery in Rhode Island has a vibrant blog and engaging social media presence.

The true benefit of social media is its potential to create awareness of your brand, and do so in a way that enables prospective or existing consumers to engage and interact with it. Social media is about being social and—from wine enthusiasts sharing great finds to novices seeking out advice—the subject of wine is inherently social. We’ve seen this first-hand in working with French Wine Explorers—a boutique travel firm that specializes in luxury wine tours to France. Check out their Facebook page and blog to witness how the company uses social media to engage potential customers not only on their specific tours, but on the subject of wine in general.

A recent survey by winebusiness.com showed that the majority (59%) of visitors to wineries relied on word of mouth in planning their itinerary.

“Tapping into the “word of mouth” aspect of social media can be beneficial.”
- wine business

Social media platforms like Facebook and Twitter allow savvy wine industry businesses to not only promote their wines, vineyards or tours, but also to illustrate and share their expertise, thereby tapping into and forming relationships with a new, more extensive world of potential clients.

How do you interact with your current and potential? If you knew then what you know now, how would you restructure your digital presence?

Luxury market and sales strong for savvy high-end brands

2012-01-03T11:40:00.000-05:00

Today, like every day after New Years for the past decade, I started the work year by researching luxury holiday sales. After a 2011 that overflowed with mind-numbingnegativity in the media and among many high-end companies, I’m thrilled toreport to the luxury industry: the sky may be a different shade of blue thanyou’ve seen before, but it most certainly is not falling.

As you’ve probably already heard, retail sales for the 2011 holidayseason increased more than analysts anticipated. While the final numbers aren’tyet in, the increase is expected to be around 3.5% over the 2010 holidayseason.

One of the strongest categories cited again and again inmedia reports? Luxury goods. Indeed, affluent American consumers (those withthe top 10% of household incomes), who represent 35 percent of overall retailsales, are spending.

According to ABC News, luxury is on fire. They quote HowardDavidowitz, chairman of retail consulting and investment banking firmDavidowitz & Associates: "When we look at luxury sales on a nationallevel, we see they're doing just fantastic. Saks and Neiman's, they'reterrific. Coach is fine, Nordstrom is fine. Bulgari and Tiffany,tremendous."
MSN, meanwhile reports: "'Twas the season when wealthypeople unscrewed the vice clamps that had been on their wallets and decided tostimulate the economy. Tiffany and Coach were among the winners this holiday season, according to Jason Asaeda, retailanalyst at S&P Capital IQ. He rates both as "strong buys" andpoints out that wealthy consumers are attracted to the exclusive merchandisebeing sold by department stores.”
NBC reports that luxury retailers like Chanel and Gucci reportedbetter than brisk business this holiday season; Neiman Marcus sold out of theten 2012 Ferrari sports cars it offered in its Christmas book of fantasy giftsfor a whopping $395,000 each; and Saks Fifth Avenue reported a resurgence infull-priced selling.
In a post holiday report, National Jeweler says that, for someindependent fine jewelers, the end of the holiday season was strong enough todraw comparisons with post-recession seasons, while others reported that theysaw fewer customers but that those who did come in made bigger purchases.
In November, high-end department store sales rose 6.5percent over the same period in 2010, compared to a 0.3 percent loss formid-tier department stores, according to Bloomberg data.
According to Reuters, Wall Street analysts expect higher-endchains like Saks and Nordstrom to report strong seasonal sales, helped by the continuedrecovery of high end spending and a stock market that rebounded after swooningearlier in the fall.

So, while luxury shoppers are clearly not in hibernation, they areshopping differently than they traditionally have. For starters, online shopping hit a record a record$35.27 billion this holiday season, up 15 percent versus the correspondingperiod last year, according to comScore. This season also saw 10 days in whichonline sales surpassed $1 billion in one day. And, according to USA Todaysuccessful luxury goods firms are utilizing social media and digital marketingtechniques to drive traffic and, ultimately, sales.

The Business of Blogging

2012-01-01T19:35:00.000-05:00

While I’m not big on traditional New Year's Resolutions, like many business owners, the start of a new year is a time for planning and, well, resolving to make my business more efficient and prosperous during the 366 days ahead. At Miamore Communications, we often get so focused on our clients’ marketing plans that we let our own flounder. One way I intend to maintain our own marketing is with a 2012 Miamore formal blogging calendar. I encourage you to do the same with your business blog—whether you operate B2B or B2C.

B2C companies that blog get 88% more leads/month than those that don't.

B2B companies that blog get 76% more leads/month than those that don't.*

Not surprisingly, from 2009 - 2011, the percentage rate of businesses that have a blog increased from 48% to 65%. A total of 85% of businesses consider their company blogs as useful and important to their business, and 27% of those who blog rated their blogs as critical to their business, according to WebSwagger.

Why are blogs so critical? For starters, they drive sales:

57% of companies using blogs reported that they acquired leads directly from their blogs.

72% of companies that blogged on a weekly basis found that they had received new business directly from their blog.*

Potential leads that convert into sales are the key incentive to blog, which leads us to our next point: An up-to-date blog also plays a key role in boosting that ever-elusive yet much sought SEO for companies.

Companies that blog have 55% more website visitors.*

This is because websites with blogs:

Show up in more search results for a wider range of queries/keyword searches
Attract more links: Inbound links raise the "SEO value" of your website
Attract social signals: "Share signals," such as Facebook Likes, Tweets, and Google pluses, indicate the popularity of a document to search engines, and they can boost rankings.

Keeping all this in mind, now is the time to not just make a vague resolution to keep your blog fresh throughout 2012, but to create concrete plan to ensure its success, (even if your other resolutions fall into the 88% failure rate for New Years Resolutions!). That plan should include:

A proper place and format for your blog

Build your blog into your website to maximize SEO.
Incorporate your social media profiles into the blog
Provide readers tools to follow your blog, and to share your posts via email and social media
Create a format that illustrates your business: for example, if you are a designer, your blog should be highly visual

A schedule of blog days

Make blogging part of your weekly calendar to ensure that posts aren’t missed and content remains fresh

A calendar of blog post themes to include a variety of content that:

explains what you do
humanizes your work
avoids repetition
incorporates everything within your 2012 marketing plan
includes photos, graphs, or other visuals

The allocation of resources

Do you (or a key person on your staff) write well, understand how to write effective posts and—most importantly—have the time every week to write posts, maintain the blog, and respond in a timely way to comments?
Do you need a consultant/ghostwriter to create, execute and promote effective posts regularly, and to monitor the blog for comments and feedback?

A strategy to market your blog

Every blog post should be promoted via your other social media profiles (Twitter, Facebook, LinkedIn, etc.)
Incorporate your blog into your email marketing
Include your blog url in your email signature

Have your own experiences with business blogging? Please share them here. If you need more help with your 2012 blogging plan, contact me directly.

*research by Hubspot

Jewelry Trends for the Holiday Season

2011-12-08T13:49:00.002-05:00

Tis’ the season to think glitz and glamour. While holiday fashions vary from season to season, one thing remains the same: people still want to stand out with statement pieces or accessories. And while it may be true that diamonds are a girl’s best friend; gold, silver, platinum, precious gems, and semi-precious stones are also high on the wish list for this holiday season. The jewelry business has been strong all year with sales up more than 11% from last year according to the Jewelry Industry Research Institute. Regardless of the recession uncertainties, which may put a curb on other retail sectors, purchasing jewelry and accessories is often seen as a way to spruce up one's style without having to buy a whole new wardrobe. According to the Jewelers Board of Trade, the total sales in 2010 reached $63.4 billion, with consumer confidence slowly increasing, this number is expected to be passed by the end of 2011.

In addition to the traditional jewelry styles, oversized cocktail rings, diamond studs of all styles, long earrings, blinged out bracelets, and long pendent necklaces are the grand fashion trends this holiday season. Gold is appropriately the metal of choice for fashion jewelry as, according to MetroWNY, this season is about dressing to impress. Faux fur, for example, is a hot trend for this typically cold season. InStyle magazine lists stacked rings and shoulder sweeping earrings as festive trends. Elle magazine cites electro neons, Disco fringe, and punked-out patent leather as the seasons best accessories.

Gold might be the go to fashion metal, but when it comes to fine jewelry, thanks in part to volatile gold prices, sterling silver is hot this season according to JCK. And, yes, even with high unemployment rates and as the housing market remains a mess, consumers with large amounts of disposable income are buying expensive items such as jewelry this season. Ken Gassman, market researcher, found data from the Commerce Department, which shows the jewelry sales were up 14.6% in September. Neiman Marcus and Tiffany & Co. have benefitted from vigorous sales, according to MSN Money. Wall Street analysts figure Tiffany’s revenue will rise 17.7% to $802.14 million in the chain’s latest quarter. Zales reported a 5.8% sales increase and Signet Jewelers, parent of the Kay Jewelers chain, posted a 14% gain in sales at its flagship business.

More resources:

http://www.sfgate.com/cgi-bin/article.cgi?f=/g/a/2011/11/17/investopedia65157.DTL 5 Holiday gift ideas for the ladies
http://www.sj-r.com/springfieldsown_features/x1624080822/The-holidays-are-your-time-to-sparkle Tis the season to sparkle
http://www.jckonline.com/2011/09/29/holiday-survival-guide-diamond-studs-shoulder-dusters-bangles-oh-my Holiday survival guide
http://money.msn.com/investment-advice/article.aspx?post=94199334-48a0-4ab3-a186-cf81c865bbfb Luxury jewelry sales on the rise
http://www.metrowny.com/news/515-Red_and_gold_are_this_holiday_seasons_trend_.html Faux fur and gold are this seasons go to items

Holiday Season Kicks Off With Record Breaking Sales

2011-11-30T14:05:00.005-05:00

Fighting the tryptophan from Thanksgiving turkey, an estimated 226 million Americans headed out to line sidewalks, parking lots, and stores entrances (or visited websites) in anticipation of a Black Friday deal. According to the National Retail Federation, that represented a 7% increase from the 212 million Black Friday shoppers last year.

Total spending on Black Friday reached an estimated $52.4 billion. According to the NRF, one quarter of Black Friday shoppers were at the stores by midnight Thursday, either waiting for the store to open or visiting those stores that opened at midnight.

Cyber Monday deals, meanwhile, also drew in a record number of online shoppers, up 33% from the Monday after Thanksgiving last year. According to IBM reports Consumers spent an average of 2.6% more this year than last on Cyber Monday. As expected a record number—10.8%--of shoppers used their smartphones or apps to shop, up 176% from last year.

"Consumers flocked online, with shopping momentum hitting its highest peak at 11:05am PST/2:05pm EST," IBM said in a statement. This showcases Americans’ growing comfort for online shopping. The top deals on Cyber Monday included a Samsung laptop from Amazon, 32” TV from Walmart, and Giada programmable coffee maker from Target. Even high-end stores like Saks Fifth Avenue followed suit offering 40% off its online inventory. IBM found that Cyber Monday brought in 29.3% more online sales than Black Friday did (although more shoppers were in the physical stores rather than online on Black Friday).

Most people who did their purchasing online did so using an Apple device. And Apple was the 5^th most visited online retailer this Black Friday behind Amazon, Wal-mart, Best Buy, and Target. And to no surprise, considering Apple broke all records this Black Friday. Their goal was four times more than normal and, according to Apple 9to5Mac’s source, they beat that forecast by 7 p.m.

While some analysts claim that this is the season of practical living, Karen Katz, Neiman Marcus president and Chief Executive Officer says their target consumers—affluent buyers—are confident and, therefore, spending this season. She notes how attuned upscale consumers are to the stock market and the broader economy, but that Neiman’s is “well positioned with luxury fashion and the latest trends.” Although business has been “good”, they declined to comment on the Christmas forecast or beyond. According to Bloomburg however, luxury goods are making a comeback. And the International Council of Shopping Center reports that sales at luxury stores open at least a year will climb 7.5 percent in November and December, faster than the 6.7 percent increase a year earlier.

For more information, check out these resources:

National Retail Federation weighs in on Cyber Monday results
Midnight openings proved to be well worth it this year
Sales of Black Friday and Cyber Monday
Apple breaks all records on Black Friday
What recession? Black Friday sales are UP from last year
Forbes, on the year of practical living
Black Friday results are in! Breaking records
Cyber Monday sets new records
Luxury brand stocks jump

Holiday Retail Trends to Watch

2011-11-09T12:29:00.002-05:00

With only 16 days before Black Friday and 39 days until Christmas, retailers are scrambling to capture what is expected to be modest consumer spending. As such, we’re seeing mobile marketing, extended hours for convenience, and the need for added value from retailers shape up as among the top holiday retailing trends.

The hype over Black Friday, November 25th, is already reaching a fever pitch. Within the last few days big retailers such as Macy’s, Kohl’s, and Target have announced they will open for the first time at midnight of Thanksgiving. While many retailers extend their hours on Black Friday, many will be open 24 hours on November 25th. And it is most likely additional retailers will follow along in the next few weeks. Retailers are also offering online deals on Thanksgiving Day even if their store locations are closed for the holiday. It is all due to several reports that holiday spending will be less than grand. The NRF, for example, expects total spending during the holiday period to rise 2.8%, down from 5.2% increase last year.

According to Mashable Business, the busy holiday season has more shoppers buying online than ever before. They calculated that about 66% of shoppers are shopping online. National Jeweler, meanwhile, projects at least 50% of people will use their mobile phones in some capacity for holiday shopping, even if it is just to check store hours.

Whether online or in store, a key to consumer sales this season will be adding value. About 93% of online retailers plan to offer free shipping during the holidays, and brands like Amazon and Walmart are offering price matching.

Competition intensifies as stores open earlier. Also Doorbuster myths
A rundown of the top 10 trends for 2011 holiday, from NRF President and CEO Matthew Shay and Vice President Ellen Davis
CNN Money explores predictions regarding Black Friday
Everything you need to know about consumers shopping habits this holiday season

Fashion for the Masses: Social Media

2011-09-14T14:23:00.003-04:00

In today’s digital society, Social Media has undergone what seems like an overnight transformation from personal representation of profile pages to something far more elaborate. Now, you would be hard-pressed to find a news program that didn’t attempt to engage their viewers via Twitter, or invite them to ‘Like’ their page on Facebook, follow their blog… The list goes on. The result is a personalization and democratization of information. The fashion industry, is no exception to this, shedding its long-standing reputation of elitism, as was evident during New York Fashion Week.

For the first time since its inception, organizers made New York Fashion Week available to the masses by use of live video streaming through YouTube (http://www.youtube.com/liverunway). Here, on its own dedicated channel, spectators from far and wide can view the collections of every designer as they are shown at Lincoln Center, and are able to engage in a live conversation via Twitter feed below. By eliminating the barriers and exclusivity normally associated with this event, designers can effectively engage the global community in their brand. Instilling and maintaining a Social Media presence is crucial to the success of any business expecting to propel itself to the center stage in a marketplace with a myriad of competitors. Clearly, for any designer to experience organic growth, they must step outside of their comfort zone with the idea that they more that they share, and the more transparent they are, the better the relationship will be with the consumer.

Fashion week is also showing us that Social Media has changed not only how brands interact with their clients, but how fashion news and information is disseminated. Blogs have opened a new gateway to information on trends, style, and an unbiased opinion like never before; and they are more influential than any publicist ever imagined. The most sought after seats at each show are now occupied not by celebrities and editors, but by independent bloggers.

How has Social Media changed your own interaction with consumers and your public relations outreach? Do you have a healthy network of influential bloggers in your network?

Weekly round up: August 19, 2011

2011-08-19T14:17:00.003-04:00

Make your Tweets stand out; digital marketing tips for luxury firms; a Google+ primer, and tips on writing press releases. Here’s our summary of this week’s top news in the world of PR and social media.

Sweet Tweets

The biggest complaint I hear about Twitter is the deafening “noise” of tweets that people don’t care about. But are your own tweets contributing to that meaningless chatter, or rising above it? The key to Twitter (as with all social media) is to engage. This is the best summary I’ve seen on how to sweeten your tweeting.

The luxury market’s digital lag

Too many luxury firms are still too focused on digital bells and whistles, rather than engaging content. Here are some of the struggles, and some of the success stories.

Google+ for beginners (and intermediates)

I’m the first to confess: I’ve dabbled on Google+, but haven’t found the time yet to immerse myself and really figure it out. If you’re like me, or if you’re a few steps ahead, here are a couple instructional videos to help you master this booming new social media tool.

PR 101: press releases

Whether you’re trying to write your own press releases, or providing a quote to your agency for a release, this is a must read. Love this quote: “A common problem with press release quotes is that they’re full of lazy corporate verbs such as synergize, utilize, leverage, or facilitate. 'We are leveraging cutting-edge technology to meet our customer’s needs.' What does that even mean?”

Oxford’s new dictionary additions

The Concise Oxford English Dictionary added 400 new words this year. If you aren’t retweeting or sexting or cyberbullying, check out this article. Woot! Woot!

Weekly round-up: August 12, 2011

2011-08-12T18:49:00.007-04:00

What happened this week? (I’m sort of wondering more: What happened to this week?!) Here’s my summary of the must-know news of the week for luxury, fashion and jewelry brands…

Social media’s influence on Americans

No analysis needed; the stats speak for themselves:

“The purchasing decisions of 38 million 13-80 year olds in the U.S. are now influenced in various ways by social media—up 14% in just six months.”

“Of the more than 149 million Americans actively using Facebook, 70% of these log on to the social network daily.”

Facebook ads now can target by zip code

I’m frequently asked about Facebook ads. Never been a big cheerleader, but this might be a game changer for regional brands…

Conde(Nast)Elevator Tweeter gets cold feet

The 8^th grader lurking inside me was secretly bummed to see this Tweeter vanish and stop churning out gossip from Conde Nast. The grown up in me, however, knows there’s enough ugly gossipers out there to (sadly) fill the void.

Gold expected to hit $2,000

Hard to believe gold may hit this high. Expect to see even more fine jewelry designers/brands experimenting with new metals and materials. On the bright side, necessity is the mother of invention, so I’m looking forward to seeing the creativity this will spur!

Vera Wang endangering her brand with Zales collaboration?

Vera Wang and Zales are interesting bedfellows, indeed. While mass/luxury brand collaborations are certainly nothing new, Zales doesn’t quite have the “masstique” allure of brands like H&M and Target... Yet. Something to watch.

David Yurman cozies up to Foursquare

We constantly push brands to embrace social media for marketing purposes, so kudos to David Yurman for embracing Foursquare! Agree, however, that their Foursquare content is far too self-promotional/product oriented.

“In order to encourage actual luxury customers, not just aspiring, to participate, it’s important to offer real-world incentives, an area where luxury brands have a difficult time,” Tamar Koifman, a senior social media strategist at Digital Luxury Group in Geneva, Switzerland and contributor to Fashion’s Collective.”

Baby steps…

The "Greening" of America’s affluent

This report is a personal favorite of mine… more than three quarters of affluent consumers are eco-friendly.

“76 percent of ecofriendly consumers have an annual household income of more than $150,000”

Proud to be representing a leader in socially conscious fine jewelry design: AnaKatarina Eco Gioielli!

How to come back from a social media gaffe

While we hope we never need to worry about it, here are some interesting case studies on the are of social media comeback

Miamore's News this Week:

Have had a wonderful time working with the Rhode Island International Film Festival (there's one more day, in case you've missed it so far!). Thanks to the Rhode Show, Newport Mercury, Boston Globe and Projo (among others) for the coverage!
Still drooling over the fall collection from Thistle & Bee... and over the stunning Lookbook we created for them!
AnaKatarina Eco Gioielli isn't just a client; nor just a socially conscious luxury company; nor just another "designer" name. AnaKatarina Eco Gioielli is the baby of Ana-Katarina Vinkler-Petrovic--one of the most talented and intuitive designers I've yet to meet. Bonus: she's also, put simply: a beautiful soul. Love her blog, where we highlight her custom jewelry creations.

The Advantages of Having An Interactive Brand Representative

2011-08-05T12:20:00.001-04:00

From the public relations advice guru DKNY-girl to the behind the scenes fashion insider OscarPRGirl, online brand representatives are not only driving company attention but also increasing sales. By looking at two huge digital presences, the women behind social media for fashion labels DKNY (Donna Karen New York) and Oscar de la Renta, it will become evident why every company needs an individual leading the company in the interactive world.

We have discussed the benefits of social media in previous posts: Twitter, Facebook, Tumblr, Blogger, Pinterest, LinkedIn, etc. Your company may even have one of several of these accounts. However, the questions that must be asked is, are you properly utilizing each medium? Are they consistent? Additionally, who is handling these accounts? If the tone or voice on several of your mediums is different, then your message will be viewed differently on each forum. Think deep down into the core of your business, what are you trying to provide your consumer? What good or service sets you apart from the competition in your given industry? Once you decide what message you are trying to promote to your target market, one individual needs to spearhead the movement into the interactive world. What keeps a customer coming back to a particular brand? Dependability.

In terms of how you can have a strong social presence like DKNY and Oscar PR Girl. Cross promotion is the first step. The two individuals behind these two accounts are using various mediums to promote the same message. No matter where you turn, whether clicking on Facebook, Tumblr, or Twitter, each forum displays the same voice and the same words (perhaps in a different format). Fans of these brands can turn to their web-savvy girl for help and advice, especially because these sites allow for fan/account holder interaction. What drives the success of these brands is not only the stable message they provide but also the fact that they stand in as 24-7 customer service representatives. Knowing that one can contact a dependable and stable member of the company is not only empowering to the consumer, but it makes the brand seem more relatable and personable.

What can you do? Be sure that your social media, PR and marketing messages are consistent in both content and tone. If you don't have an in-house PR/marketing team that can take on this task, find an agency that understands both PR and is social media savvy, in order to portray your one message across all channels and manage how the online world perceives your brand. “Social media is an invaluable tool for fashion brands and retailers,” says Rachel Strugatz, the online editor for Women’s Wear Daily. “Whether it’s Facebook, Twitter, blogs or branded editorial content, maintaining a dialogue with fans and consumers through authentic and engaging content is paramount in achieving success within the digital realm.” Over 1 billion of the world’s population is online, digital presence is serious so make your presence known!

Designers Blend Traditional Designs and Modern Technology: Social Media and the Fashion Industry

2011-07-26T08:13:00.001-04:00

Various blog posts of ours dictated the way to create a fan base on Twitter and Facebook, Tumblr and Blogger. Usually, it helps to give step-by-step guides, telling each and every business owner the actions it takes to break into public relations, marketing, and social media. However, it also helps to learn from successful brands, ones that utilize the sources your company is trying to figure out. As such, we profile here two major fashion labels, Balenciaga and Alexander Wang, both of which are innovatively using social media to connect with their fan base and gain attention for their label.

Balenciaga is a company that dates back to 1914 Basque Country, Spain. How does a old-world brand merge into the 21st century? By infiltrating the social media market. For Balenciaga’s Fall/Winter 2011 campaign, the brand is paying homage to their heritage, hoping to fuse history and modernity. How is this possible? ”Some photos were shot in a Gothic Harlem church, with a futuristic world — the black and white tiles in a studio – that still showcases the iconic sense of what people have come to know with the Balenciaga brand.” But what makes it modern? Half of the campaign was shot in a bright, tiled studio set. This part of the campaign features “the same poncho-like dresses, with bright colors popping in a futuristic, 3D look due to the shiny, black-and-white tiled background.” You’re probably wondering what this has to do with your business. Well, this new campaign is showcasing the the brand’s effort to combine the classic with the modern as it takes its first leaps into the digital world. “Balenciaga’s new Web site is rumored to feature more than 200 video clips, 3,000 photos and an e-commerce section.” This shows you that it’s never to late to revamp your image, join the digital community and gain success and new customers/fans.

Other types of social media being utilized include building projections. Yes, you read that correctly, images and videos placed on stationary towers. Apparel and accessories designer Alexander Wang decided to release his latest campaign video on the walls of New York buildings. ”The young designer deployed several vans on July 13 to project the Fall 2011 ready-to-wear video onto the walls of buildings throughout Manhattan. The new video features model Raquel Zimmermann and debuted globally on the branded Web site the following day.” The vans that displayed the videos were located in SoHo, Union Square, and the Meatpacking districts of Manhattan. From 9 p.m. to 3 a.m., the designer was tweeting about his video, providing his fans with the exact locations to see the campaign live. Alexander Wang diehards are wondering if this marketing approach will spread to other cities, and others in the industry are awe-stuck, noticing the sales-successes and attention this has created for the brand. One article claims, “Certainly, other brands will take a cue from [Mr. Wang's] playbook and start promoting in this way in other cities.”

This post shows us that there is not only one way to approach social media or that it is only suitable for more “modern” companies. Balenciaga, a company favored by an older demographic, unaccustomed to social media and technology ,is branching out, reaching a new younger demographic and making a huge splash. Alexander Wang is trying things no other designer has before, but likely things every designer will try in the future.

Whether these case studies inspire you to create a new website, launch a new social media campaign, or simply reconsider your marketing; understanding--and, thus, implementing--a new approach via technology can increase your fan base, bring attention to your brand and, ultimately, lead to increased sales.

Miamore Communications to Team Up with the Rhode Island International Film Festival!

2011-07-14T11:30:00.017-04:00

Miamore Communications is thrilled to announce that we will be assisting the prestigious Rhode Island International Film Festival with their social media & public relations initiatives! Since its inception in 1981, the Rhode Island International Film Festival (RIIFF) has attracted filmmakers, critics, and movie buffs alike from across the globe, showcasing numerous feature productions including short films, narrative features, animations & documentaries. The RIIFF also boasts its recognition as one of sixty-five Academy Award pre-qualifying film festivals worldwide.

This year, a collection of 175 films --many of which making their world debut at the RIIFF-- will dazzle audiences around the state of Rhode Island, and allow them the opportunity to experience every aspect of film production with workshops and meet and greet opportunities occurring daily. The RIIFF also offers a unique summer camp opportunity for young filmmakers eager to get in on all the [lights, camera] action!

Miamore Communications looks forward to promoting the Rhode Island International Film Festival, and is thrilled to be a part of its continued success! More information about the Rhode Island International Film Festival, including ticket information and event schedules, click here. For media inquiries relating to coverage of the Rhode Island International Film Festival, please contact Miamore Communications via email at carrie@miamorecommunications.com.

The art of promotion: providing product to Bloggers

2011-07-11T15:26:00.000-04:00

From traveling to conventions and events to paying employees and suppliers, money can be tight and PR/marketing often falls off the bottom of the to-do list for businesses. Advertising can cost a fortune and traditional PR takes time and patience. But have you considered the new--and less costly--alternative of promoting your company with the help of bloggers? Whether your business is in the food, wine and spirits, fashion, or sporting goods industry, there is a blog out there that has hundreds or thousands, or hundreds of thousands of readers...readers anxiously waiting to hear about what’s new.

With thousands of blogs in the interactive world and hundreds in categories that your company would fall into, interacting with bloggers is marketing tool that is underutilized--especially by many small business owners. Many bloggers host giveaways, in which they promote a good/service in exchange for the product, which they will provide to one of their readers. After a review of the product on their blog, many bloggers will ask their readers to enter by commenting on the particular brands Facebook page, tweeting to the company and spreading the word about the contest and giveaway for extra entries. The result of those mentions/interactions with your social networking profile? According Adweek, “Facebook users who like a brand's page on the social networking site use its products regularly or occasionally and, after following the brand on Facebook, more than a third want to buy this brand's product more.” So, as those tweets and posts about your product add up, so does your army of brand ambassadors. The cost to you? Your product to give away.

With all that said, how do you find the right blogger? You probably already know the best ones in your industry. (If you’re lost in the blogosphere, your public relations agency can be determine which to target, whom to contact, and facilitate the giveaway).

From Dick’s Cottons sunglasses on the blog Sarafit.comSarafit.com to Pop Chips on A Knack for Nutrition, bloggers are making it easy for companies to get their names out there. According to Bizammo.com, a leading resource for small business owners, there are three major steps that are important to recognize when offering up a product to a blogger. First off, “think outside the box.” This may seem obvious to you--you wouldn’t create the same exact product as a competitor, right? Don’t decide to just give something away because you have tons of product left in stock, just sitting in a warehouse. Think about it. You want to find your target market, so find a blog that gets attention and traffic from readership that is similar to those who buy your product or service. Then, find something that your business produces that these readers would need, or desperately want. Second, make sure whatever you provide to the blogger is easy to find and purchase. “The whole reason the item is free is so that as many people as possible benefit from it and learn about your company – if the customers can’t find the product, you may as well be charging for it.” Lastly, give it time. In Public Relations and marketing there are no immediate results--but there is value in raising awareness and engaging potential future customers. As long as your product is useful and is being promoted through different mediums, attention will follow.

The Allure of Social Media in the Luxury Marketplace

2011-06-27T14:31:00.005-04:00

We’ve discussed before how massive the digital movement is, and with so many mediums to communicate a message it’s no wonder that the luxury market has “struck it rich” in social media. How can you “strike it rich” too? Look no farther than some of the largest and most influential businesses in the fashion industry--Bergdorf Goodman Department Store, Breitling, Bvlgari, Diane von Furstenberg, Dolce & Gabanna, Ermenegildo Zegna, and Marc Jacobs.

By zoning in and breaking down the approaches of each of these brands, we can explore what is setting each apart from their competition. From there, we can adapt these strategies to fit your business model. But before we start analyzing, remember: social media is not learned overnight. With a few changes and adjustments to your current social media programs, your brand can blossom and develop.

To start, we will focus on Bergdorf Goodman, the luxury department store that is always at the forefront of fashion and “high-class” living. Bergdorf focuses mainly on Twitter and Facebook, which are two platforms that in our opinion attract the greatest audience due to the high volume of participants. On these sites, the brand engages with it’s fans, posting everything from makeup tutorials to style tips of the day. By answering the questions of their followers and appearing more like a person than a large company, they are not only approached by their clientele but bombarded by them.

Swiss watch makers Breitling and Italian Jeweler Bvlgari focus more on Facebook than any other medium, and they are darn good at it. Ever think of promoting contests, offering prizes and creating games for your fans? If not, you can learn from these fashion dynamos. Breitling pushed a “Spirit of Aviation” photography contest on Facebook in which fans of the brand submitted pictures in an attempt to win flying lessons with the Breitling flying team in Dijon, France. The contest was also connected to the legendary movie-star and flying-enthusiast John Travolta. By asking their fans to “link-up” with the contest and spread word to Facebook friends, the brand got even more attention and contest entries. In a similar instance, Bvlgari teamed up with a celebrity, actress Kirsten Dunst. An Enchanted Garden Facebook app was launched which provided links to its Facebook commerce microsite where consumers could purchase jewelry and fragrances. The interconnectedness of the app to the commerce site displays the importance of cross promoting. Have at least two forums to promote your company? Utilize both and gain traffic.

Lastly, Marc Jacobs may be the most inventive designer in the digital world. The brand took their company one step further and aligned themselves with bloggers. Bloggers are no longer the up-in-coming freelance writers of the digital world, they have staying power. Bloggers are gaining designer sponsorships, partnering with magazines and becoming just as influential as timely designers. The designer bought “advertising on NOWMANIFEST.com and held a photo-shoot with blogger Elin Kling to celebrate 10 years of the Marc by Marc Jacobs line.” This social media move was so large that the Marc Jacobs website saw over 94,000 impressions after one day of advertising on Elin Kling’s blog!

From these success stories it’s apparent that social media offers major opportunities to luxury firms. Whether your business is a corporation or a start-up, it is crucial that you entertain digital marketing. After all, luxury brands are selling not only products, but also a lifestyle, so engaging a client within his or her own lifestyle is imperative. Social media provides just the platform to do so.

Bergdorf Goodman makeup tutorial

DVF Facebook page

Marc Jacobs advertisement on blog

Now that’s a Sparkler: Diamond Rings in the Forefront of Spring Fashion

2011-06-07T12:38:00.000-04:00

Spring is the ultimate “new beginning.” After all the marshmallow snow melts, we are left with a magical season of sunshine, blossoming buds, and fresh starts--a perfectly romantic time to become engaged. And who does “perfect romance” better than a celebrity couple? Recent tabloids and magazines have been bursting with images of engagements; full page spreads answering the who, what, why, when, where questions, but mainly focused on the big, diamond ROCKS!

Judging by the success of magazines and tabloids alone it is safe to assume that the status quo of America is “I’ll have what he/she is having.” With tons of endorsement deals and promotions for products by celebrities, it is plain to see how much of an influence celebrity lifestyle has on the America public. So, let’s zone in on how celebrity culture is impacting the diamond industry this season.

The most recent high-profile celeb engagement announcement has been between reality television superstar Kim Kardashian and New Jersey Nets basketball player Kris Humphries. The ring presented to the future Mrs. Humphries is a 16.5-carat emerald-cut center stone flanked by two 2-carat trapezoids. Now, we could take the “emerald” cut style as a personal preference of Kardashian or we could look deeper into the trend. What other mega celebrity and recently engaged movie star received an emerald cut sparkler? None other than Kate Hudson. Proposed to by rocker beau Matthew Bellamy, Hudson proudly displayed her emerald-cut diamond, flanked by two sparkling baguettes, to the entire nation on the Today Show.

Kate Hudson

Kim Kardashian

A major trend? Yes, given the star power of Kardashian and Hudson, it would seem so. So, how can a jeweler or designer capitalize on this bridal trend? A seeming downside is that the broad, open facets of the emerald-cut diamond means that any inclusion or discoloration will be particularly obvious, and most individuals do not have hundreds of thousands of dollars to spend for a flawless stone. However—carat for carat—an emerald cut stone is less expensive for a customer to buy and the extensive publicity about celeb emerald-cut diamonds, customers may be willing to increase their planned budget (the upside!).

So, this spring, brush up on this beautiful diamond cut to prepare for celeb-obsessed brides-to-be who will be inquiring about emerald cut diamond engagement rings. One beautiful example: this socially responsible and eco-friendly ring crafted by AnaKatarina Eco Gioielli.

AnaKatarina Eco Gioielli

SEO AND SOCIAL MEDIA: A PRIMER

2011-06-07T11:31:00.002-04:00

Good vs. Evil, Light vs. Dark, Carbs vs. Lean Protein… all things that are essential and on going struggles to help find balance. Another recently evolving struggle that is creating a lot of buzz across the internet and business communities is the deliberation of Search Engine Optimization (SEO) vs. Social Media Networking for marketing purposes. The differences between the two are vast, but we often hear small businesses weighing one against the other in terms of where to invest. While SEO has a faster ROI rate on a website’s traffic than Social Media, a Facebook page with 100,000 ‘Likes’ and ongoing engagement has an amazing ROI as well. With that being said, let’s just get down to the brass tacks, nitty-gritty, and seedy underbelly about what these Internet marketing tactics offer.

SEO: WHAT IS IT?

What can be said? It predates the whole concept behind Social Networking, and is still vital to an overall marketing strategy regardless of what you’re promoting. What it is in Layman’s terms is basically search engine marketing: how to get your website to appear high in results when someone searches Google or another search engine.

First, there is pay for play SEO; you know that ‘suggestion box’ that comes up when you start typing in things to Google or Bing? Those brand names paid to be there; they also paid to be at the top of your search results or along the side in those ‘other search suggestions’ columns.

If you start typing things into Google, the Google Instant bar comes up and starts guessing what you’re typing. Unfortunately it searches just about the whole span of the Internet when you hit enter. That means that not only are you bombarded right off the bat with information that you don’t need, but then you see all these big name brands that you might not want.

Like all things we had to learn with the creation of the Internet was the thought process of navigating your search engine results. Depending on what I am searching for, I do not always look at the first link that comes up, in fact I don’t really look at the headlines that Google or Bing gives me, I look at the blurbs that are underneath them and if that information matches what I’m looking for then that is the site I want. Like everything else, people have different ways of navigating their search results, but most just haphazardly click where they see fit.

Because people are so consistent, they will continue to click one of those three links that come up, which means that those companies will clearly gain the most traffic to their website consistently. That is where SEO comes in, with keywords in your website copy, inbound links, and other things that help Google and other search engines rank your site higher. But the problem that too many companies over look is: once you get that traffic to your site, how do you engage and keep them there? (thus the argument in favor of focusing on social media)

SOCIAL MEDIA: TO ‘LIKE’ OR NOT TO ‘LIKE’?

What needs to be grasped about social media is the sheer volume and presence it all has. For example, just about everyone (500 million people, to be exact) has a Facebook profile used to interact with others in a different atmosphere than (crazy concept) speaking with them face-to-face or even over the phone. Side note: I had to find out through Facebook, twice, that a favorite cousin was getting married.

Now, the ever present Facebook, Twitter and the like have been emerging and growing faster and faster, have people really come to rely on them as a place to get new information? That answer might surprise you. Consider, for example, that Facebook has almost surpassed Google as the top visited site on the Internet.

The difference between Google and Facebook? (And, therefore, the difference between SEO outreach and social media outreach)… People go to Google when they want basic information or a phone number; people go to Facebook to form a long-term relationship with a brand.

The things you can do with a Fan Page on Facebook are essentially endless. But all have common ROI: an ongoing association with prospects and clients, and the creations of not just a visitor who clicks on your website once, but someone who becomes a brand ambassador.

SO WHICH IS BETTER?!

At the end of the day, there are different companies that can benefit from more SEO than Social Media, and vice versa. Both are completely different in their approach of finding new information and getting it to the public.

SEO and Social Media have their places, and greatly help each other. Without a search engine you can easily find out whether your favorite company had a social media presence on top of finding their website. Both feed off of each other and help give the other meaning. Essentially, both SEO and Social Media Marketing are good things to take part in, it all depends on the business and the marketing strategy you want to execute.

If your resources are limited, which to choose? When deciding, remember that people are using search engines to look for something that is in the moment; they want to find what they’re looking for fast and with little problems. When people are logging onto Facebook, they are looking to engage and connect… be it to see what their friends are doing, play games, or, increasingly: learn of news, promotions an updates from their favorite brands.

P.R...What does that even mean?

2011-05-18T14:33:00.003-04:00

What is "public relations"? Colloquially, it has become a discipline with an ambiguous job description that means a lot of different things to a lot of different people. "If you ask ten random people what PR is, there will be 10 very different answers" (see here). Contrary to colloquialism, however, it is a very definite area of marketing.

While—especially in this age of ever-changing forms of communication—PR is a somewhat open ended area of marketing, a basic definition of public relations is to "shape and maintain the image of a company, organization or individual in the eyes of the client's various 'public.' What is a 'public' exactly? A public, in PR terms, is anyone who ever has, or ever will, form an opinion about the client (more). Essentially: a public relations agency is there to present their client in the best light to their audience.

As a publicist, being tasked with making someone look good (despite a positive or negative situation) is no easy assignment—especially because PR is not pay-for-play advertising... a publicist instead focuses on gaining FREE publicity for their client. How? By drafting professional press releases and relevant pitches, a publicist is creating a compelling story for potential newspapers, magazines, radio and TV stations. It is imperative for a publicist to not only communicate why their clients’ goods, services, and/or personal history is important—but, most importantly, to understand the mind of an editor. Thus, some of the best publicists are those who have served time as editors.

A professional publicist or PR agency will also create media and press kits, along with look-books—crucial packages that must be written and designed with knowledge of what the press wants (and needs) to know. In sum, these kits "contains everything the journalist needs to understand who the client is and what the client does.” (more).

Defining “public relations” is no easy task, but even harder for companies is determining what makes a great publicist. Think about it. You are entrusting your company, your welfare and business' image to another person or agency. A publicist must believe in what they are doing, who they are promoting and what is being asked of them from a client… but being a great publicist runs even deeper than that. A great publicist can "create opportunities for publicity from thin air...invent a story that the news media will eat up" (more). How do they do this? By keeping a pitch light, positive and relevant.

Finally, when considering a PR agency or publicist, make sure they follow these 10 PR commandments:

All press is not good press: the easiest way to avoid bad press is to separate private and public life.
Perception is reality: the first images the public sees are extremely powerful.
Create a brand: What are your brands attributes? Who is your target audience? How loyal are they?
The truth seeks its own level: there are no secrets, the truth is out there, don’t hide from it.
Energize a base: define an audience and communicate effectively with it.
The media will not wait for you: play offense not defense; do not wait for the media to come to you—pitch away!
There is no wall between public and private: attend events because of the press line. Say good-bye to intimate parties.
The medium is still the message: remember who you’re talking to and who their audience is.
You can go home again: comebacks exist; the public loves someone who keeps on trying so don’t get discouraged if something doesn’t work out the first time.
They are only building you up to knock you down: Live your life like someone’s watching, because they are.

Remember: PR is a dynamic and ever-changing industry. With the constant creation of new and improved social media sites and broadcasting platforms, it is both easier and harder than ever to promote a company or deliver a story. Choosing the right medium is important and delivering the right angle on a story is necessary.

When you hire a publicist, ask questions; among them:

Do they have contacts and credibility?

Have they generated successful campaigns in the past?

Will they treat you as a person, not as just a giant enterprise?

Is their approach custom to what you crave or do they follow the same approach for all of their clients?

While P.T. Barnum said, "all publicity is good publicity" we must disagree...all publicity is good publicity only if you have a good publicist.

Fashion Forecast: Earthy, Swingy, Delicate

2011-05-10T13:58:00.001-04:00

What's BIG this Holiday season? Fashion editors, bloggers and designers have been focusing on all things tassels, stone, and lace. From fine to fashion jewelry, these trends can be seen everywhere from fashion editorials to the catwalks of Paris and New York.

Stones and bones which are polished and cut are one of the most anticipated trends of the Holiday season. Why so popular? From the palest canary yellows to the deepest ocean blues, stones offer a natural and relaxed vibe to any outfit. Additionally, stones connect one to nature--minimally processed, shaped by the elements, rough and asymmetrical. Perfect for a Holiday romp to the rocky beaches of St. Kits or the concrete jungle of New York City.

Lace...delicate, intricate, lady-like, elegant. What comes to mind--wedding gowns, dowdy Grandma-esque "schmatas," the Victorian era? Not anymore. The lace trend can be seen in many different capacities this holiday season. There are feather-light fabric earrings as well as intricately patterned and metal detailed necklaces and bracelets. The trend represents a type of sophistication that is easy to wear and able to make a statement.

Whether they are swinging, dangling, or jangling, tassels are making a major appearance. With all trends pointing towards an antique and aged aesthetic it is no wonder that fringe forms are predicted to be the biggest trend of all this season. No longer the oldest form of Western adornment, the tassel is the easiest thing to throw on to get noticed. Reflecting light in metal forms, and creating tons of swish-swish movement, tassels are the perfect piece to invest in.

So there you have it--predictions about the trendiest Holiday looks, straight from ~~the horses~~ Miamore Communications' mouth. Which of these looks will you be trying out this Holiday?

(Images: 1, 2, 3)

Social Media's Influence on High Society: The Royal Wedding

2011-05-02T14:32:00.000-04:00

On April 29, 2011 the world witnessed history; a royal wedding between Prince William of England and his "commoner" bride, Kate Middleton. It is no mystery why this wedding is the topic of every conversation from the grocery aisles of a quite suburb in Oklahoma to the over flooded streets by Westminster Abbey, a real fairytale took place! What else is magical about this union? From a branding standpoint the wedding created a ton of coverage for various mediums. As speculated by PR specialists everywhere, "The marriage of Prince William and Kate Middleton is the latest big global event which media companies are falling over themselves to cover with new digital products" (article here).

First off a Mashable.com article stated that news stories regarding the wedding (according to Bing.com) were up to 7 million searches/day. Additionally, blog posts "more than doubled from 46.7 million on April 5 to 102.9 million." What else? Tweets about the wedding quadrupled, about 5,000/hour over the last week.

Live coverage of the wedding was viewable from the BBC website. However, on the wedding day the news channel reported a glitch-- too many people were trying to access the site and "Visitors were intermittently greeted with an error message saying the website was experiencing 'abnormal traffic' around the climax of the ceremony after 11am." Abnormally high numbers of attention to the Royal wedding is commonplace, in 1981 the "wedding of the century" between Prince Charles and Lady Diana attracted an estimated global television audience of over 750 million people--the most popular program to ever broadcast. Despite this impressive statistic, the 2011 nuptials had nearly 2 BILLION viewers according to a recent article on paidcontent.org.

The entire wedding was so covered by social media (SM) that it is as if SM was an invited guest to Buckingham Palace. The modern couple chose to share their wedding with the public...in a very modern way. First off there was a royal wedding website which informed guests and the pubic about every event that was to take place pre and post wedding. Additionally, there was an official royal You Tube channel that was expected to get over 400 million hits. If you didn't want to watch the live stream and preferred reading updates, there were official Twitter and Flickr accounts dedicated to documenting and covering the entire occasion. What if you had the urge to buy the handsome couple a gift? Social media made it easy to do that as well. With a royal wedding registry, guests could donate to multiple charities in the names of Kate and William themselves.
Social media covered almost every aspect of the royal affair--from details about the cake (made by Fiona Cairns Ltd of Leicestershire), to Kate's hairstylist (the talented Mr. Richard Ward), nothing was kept secret. Additionally, since guests were allowed to use social media while at the wedding, sites like Twitter updated the world about Lady Catherine's second wedding dress, also created by Sarah Burton, before the official pictures were even leaked says Forbes Magazine.

The royal wedding set world breaking records in the realm of social media. Besides tweeting, facebooking, blogging and posting about the event, individuals could download phone applications which connected them to videos, games, news stories, photos, etc. There was no shortage in coverage of the royal wedding; apparently intimate gatherings are no longer personal affairs in this day and age.

Giveaways: Give a Product, Gain Engagement

2011-04-20T14:38:00.006-04:00

Giveaways are becoming an increasingly popular marketing tools on social media sites everywhere. As public relations experts it is easy to understand why: consumers love free stuff. Consumers are not the only ones benefiting from this promotional tool; businesses are also reaping the benefits. Giveaways are an easy way to draw publicity and potential business to a company. While everyone loves a free giveaway, as business owners the recent trend in raffling off products requires us to stay up to date on how to legally and effectively offer a giveaway contest. Sounds like a headache right? Not to worry. Here is our step by step plan on how to organize a successful giveaway via social media.

The very first step in organizing a successful giveaway is defining your goals. What do you want to gain from this giveaway? More followers? Increased sales? More publicity? Whatever these goals may be you will need to keep them in mind in order to track your success.

Before implementing such a sweepstakes a company must first decide on the product they want to giveaway. The product should be something that is of value to your consumers but it should also positively reflect your company. Raffling off an iPod may draw some attention to your websites, but if your business has absolutely nothing to do with electronics you are not gaining any potential customers. Take our client Thistle and Bee for example. This high-end jewelry company is currently offering a giveaway via their Facebook fan page. They are giving away two of their most popular bangles valued at more than$1,500. These products are of value to the participants, while beautifully reflecting the Thistle and Bee brand.

Once you have your product you need to pick the social media channel that best fits your giveaway. Giveaways can be done through Twitter, Facebook, or Foursquare; discounts through Groupon, Gilt Group, and Rue La La. Be aware when choosing a channel that you read the terms of service in order to avoid any legal implications. Many sites only allow a certain type of giveaway and you may have to follow strict guidelines in order to run the sweepstakes.

Now that you have chosen your channel you will need to find a third party application to run the contest. This is legally required by many social media sites. A third party application ensures that the winner is picked at random by an unbiased party.

Before you launch your giveaway you should drop hints that you will be offering a promotion to your followers. If you are using a blog to promote it you could do a post a couple days prior about the product and then hint at a possible giveaway in the future. If you are using a fan page you could offer a giveaway after you reach so many likes. This will give your readers an incentive to keep reading your page.

Finally, you are ready to launch the giveaway. Be sure to provide your followers with brief, easy steps on how to enter. If a sweepstakes is too long or complicated to enter, most participants will get annoyed and opt out. Inform your readers of the end date of the contest. Try not to run it for too long or your readers will lose interest. You can also allow your followers extra incentives such as entering them twice in the contest if they like your page on Facebook as well as follow you on Twitter. By having them participate on your other pages you are gaining more followers and attention.

The giveaway is over, now what? It is time to notify the winner! The third party application has selected the winner of the contest at random and now it is time to contact them. Contact the winner through email and ask them for their home address in order to send the product. Send the item in a timely manner and don’t forget to include a thank you note. Having a positive experience with your company, the winner will most likely become a loyal customer and recommend your brand to others.

Giveaways are a great way to gain more traffic and potential customers if done correctly. It’s a win-win for everyone. Companies receive publicity and often gain new customers, and consumers have the chance to win something and learn about a new brand they may be interested in. In other words: bring on the giveaways!

The Point of Pinternest

2011-04-04T13:59:00.000-04:00

So maybe you've heard of the new creative site called Pinterest, or maybe you have been completely out of the loop. Either way, I'm here to break it down for you--because there is nothing more exciting then learning about new blogging platforms, right? (Well, there are probably more exciting things, but...) Pinterest is essentially a virtual pinboard. What do I mean by pinboard? Well, you know a bulletin board that you may have in your office place; a space where you can clip inspirational pictures, articles, phrases, etc.? This website is basically that concept, only an online version. You can create different boards which all feature collections of things you love. Additionally you can follow other boards--in some ways it is very similar to sites like Blogger, Tumblr, Facebook, and Twitter. On all four of these sites you can "follow" or "friend" other individuals whom have similar tastes, interests, and thoughts.

Why join? Well for starters it is a very new website that is gaining attention among the fashion and design-minded. Start up a Pinterest account, spread the word, and be the tech-savvy-expert amongst all your friends and colleagues! But besides being the cool guy/gal, chatting away about "pinning" this and "pinning" that--Pinterest is, more importantly, a great source for networking. Tons of bloggers, artists, and designers have accounts and the coolest thing about it is that, "When you follow a new person, you get to see all the things they find fascinating online and each new thing that catches your eye takes you to more boards that will continue to take you deeper and deeper down an Alice in Wonderland hole of amazing stuff," (read more here). From a designer/artist standpoint, Pinterest is a great tool for collecting/presenting/dreaming up potential collections and designs. Visualize a specific image, maybe it's the Eiffel Tower in Paris or the Statue of Liberty in New York City; you are inspired by the sculpture, the colors, the lines, the dimension. You decide that you want to design something around this particular object so you collect tons of patterns, color swatches, and ornaments that inspire you. Since you are able to create multiple boards on the site, create one for this project and share it with your design team and clients. By having every image located on this one board you are creating an organized space to share your vision.

Why is Pinterest so easy and convenient? Well for starters once you join Pinterest asks you if you have Facebook and/or Twitter accounts. If you do (which you should because they are great business tools to utilize!) then you can simply click a button, log into your accounts quickly via Pinterest and the site will find all of your followers/contacts/friends that have Pinterest accounts--could finding friends on a new website be any easier? I think not! Even better...all you need to do is install a special "Pin It" button to your browser bar (works on Firefox, Safari and Google Chrome) to "pin" things directly! After the button is bookmarked you can grab an image from any website and then add it to any one of your pin boards. The best part is that since you are pinning from a website, Pinternest grabs the source so you credit the original designer/creator of whatever you are "PINNING." So what do you think? Are you going to start "pinning"? Do you need my help? Check out my Pinterest account here (I just started one too!).

Keep Facebook Vitameatavegamin-Free

2011-03-25T11:10:00.005-04:00

Cruising around Facebook these days, and talking to companies who have hired social media “consultants”, I’m reminded of Lucille Ball as the Vitameatavegamin Girl.

“Are you tired, run-down, listless? Do you poop out at parties? Are you unpopular? The answer to all your problems is in this little bottle. Vitameatavegamin.”

Or perhaps the old medicine shows in the wild west. You know: a guy standing on a box in the center of town calling out: "Step right up. This magic elixir will make all your aches and pains go away."

Had a consumer in those days questioned that magic elixir peddler about actual medicine, he would have been out of business and people would have saved themselves from buying useless goods. The same holds true with today’s social media “experts”. A lot of companies out there don’t understand social media, so they’re hiring the modern equivalent of a Vitameatavegamin Girl, who offers to “run your Facebook for the low, low price of…”. Then takes to promoting your brand on their personal pages with, essentially: “Step right up. Become a fan of this fabulous brand. Clicking “like” will make all your aches and pains go away.”

Find excellent advice on how to choose a social media consultant in these articles by Inc.com, and Social Media Today… and help keep Facebook Vitameatavegamin-free.

Blogging 101

2011-03-18T18:38:00.001-04:00

Blog...B-L-O-G; this four letter word can instill so much dread in business owners navigating the ever-changing interactive world. But a blog need not be intimidating. So, inspired by several small luxury firms who recently told us they still don’t quite understand… here’s our back-to-basics how-to for those still wary of blogging.

First, decide how to host the blog. Using a web-based tool like Blogger or Wordpress is free and simple (and will at least get you started), while hosting the blog on your own website has significant Search Engine Optimization benefits (There’s a joke in the digital world that BLOG stands for... Better Listing On Google). Simple explanation: because you regularly update a blog, and since new content registers with search engines, a regularly hosted blog on your site will help with your SEO.

Second, choose your blogging platform. Wordpress is the darling for its flexibility (best to use if you’re hosting the blog on your site). But there are Blogger, Live Journal, Type Pad and a host of others. This part is really a matter of trying each and seeing which platform you prefer. We personally love using Blogger. While we’re losing out on the SEO benefits, it is very convenient for Miamore Communications because, first: Blogger is Google’s blogging platform and we utilize Google quite a bit. Also, posting is a breeze. After you select a blogging template and personalize it, it is very intuitive, with easy-to-find iconsicons, which allow you to enter links, videos, and pictures.

Third, understand why you are blogging and how a business can best utilize a blog. A perfect illustration: Luxury super store Neiman Marcus recently created its NMDaily Blog, which serves as an informational source to its dedicated customers. With interviews from top designers, pictures from various fashion events, make-up tutorials and Q&As, NMDaily creates a sense of community for Neiman's shoppers. Another benefit to this blog is that it grows the Neiman Marcus brand in the interactive community--readers of the site can "like," "tweet," email and share posts with their friends and family... making them not just shoppers, but individual brand ambassadors. You couldn't pay for this type of advertising! How does a smaller firm similarly utilize blogging? By simply putting an idea out on your blog, or maybe an image with a short and concise caption, you are inviting your consumers into the world of your brand, a world they can identify and feel at "home" with… one to which they develop loyalty. A blog allows not only great exposure for a brand; it also allows you immediate feedback.

Sound great? It is. But, the top thing to consider when starting a blog is the commitment it requires. Blogs are about writing—in order to be effective; research, editing, and writing must go in to each post to make it a quality read. With that said, it's difficult for many businesses to maintain regular postings. Keeping up an actual blog is a serious commitment: either the dedicated time from you or an employee, or financial resources to outsource the work.

If you are still a little uncertain, our best suggestion is to register on Blogger and/or Wordpress, set up a free account and poke around. Also, check out other successful blogs in your business category. Meanwhile, feel free to ask us any questions. We are here to help!

Blogger and Tumblr and Pinterest, OH MY!

2011-03-11T14:21:00.002-05:00

Lions, and tigers and bears, oh my! In more recent and tech-savvy times, the fashion- and style-minded should really say, Blogger and Tumblr and Pinterest, oh my! All these blogging platforms are entering our lives at a staggering rate. From the pink-walled bedroom of a 12-year old budding fashionista to the busy showroom of a prominent design house, blogging has changed how we view, communicate and express our ideas.

So what to choose...Should we enter long and thoughtful posts on Blogger? Maybe start tumbling photos and quotes on Tumblr? How about pin things to a virtual pin board on Pinterest? There are so many options; it's hard not to get lost in the dynamic and altering digital world. Is it just me, or does it feel as if things change on a daily basis? There is always a new version of iTunes to download, a Blackberry software update to complete, or a new Macbook to buy... So, how do we figure out the best tools to help market our business?

At Miamore, we're constantly researching in order to communicate to our clients which new (or old) social media strategy to implement. Maybe that means tumbling once a day, posting a diary entry, or pinningsomething to our virtual inspiration board. Or maybe we should stay focused on only one platform and master its ins and outs. Each company has different needs, but not participating is not an option. The upside for luxury, fashion and design firms: freedom of expression and the promotion of creative ideas are at the forefront of the digital movement. We LOVE it!

So for the sake of avoiding technology overload, let's first discuss Tumblr. What is it? Well, technically, it is platform for micro-blogging, a.k.a sharing post text, photos, quotes, links, music, videos. The New York Times has stated that Tumblr makes, "blogging blissfully easy" and Fast Company feels that, "it's blogging, the way blogging was meant to be." So what does this mean for you and your business? Well it can mean a few things...maybe it can be a way for you to connect with your clients--updating them on trends in your given industry, providing information about changes in your company, introducing new projects and collaborations, displaying new projects--the options are endless.

“A picture says a thousand words.” It’s a saying that we have heard all our lives, right? So why not apply this to your business? Our culture is so face-paced and glancing at a picture or a short quote is a lot easier than reading long, detailed posts…thus Tumblr’s visual appeal for businesses based in fashion and design. It allows you to illustrate your ideas, your lifestyles, your products and, most importantly, your brand, through a simple image. Jump on board because this is a movement… Not only do high-profile brands like Kate Spade and Oscar de la Renta have Tumblr sites, but their Twitter and Tumblr sites work simultaneously by continually updating each other. Yes, aother benefit of Tumblr is its ease of connecting with other social media tools like Facebook and Twitter.

An easy illustration of Tumblr’s appeal: Have you ever traveled on a business trip and saw something inspirational that you WISH you could instantly share with your customers? Maybe it's a pattern for a new dress you are inspired to create; maybe it is a city skyline reminding you of NY Fashion Week; or maybe it is just a pretty little doo-dah image that reminds you of (and leads you to thank) your clients. Despite what you post, when you post it or why you do post, all posts will be shared with the entire Tumbling network and the interactive community--that's a lot of eyes on you. There are over 14,891,884 Tumblr accounts! (If you can’t tell, we’re big fans. Personally, the Miamore Communications Tumblr is my new obsession!)

So let's continue to navigate through this little (okay, it's pretty big, but not necessarily intimidating) social media/BLOG movement together... Stay tuned. Our next stop: Blogger. Until then, please feel free to comment and ask questions about Tumblr (or any other blogging tools)… we’d love to help!

The ongoing quest to define "Green" in the fashion world

2011-03-02T18:27:00.007-05:00

Everyone from luxury firms to discount stores to auto manufacturers are “Going Green”. While the true Green movement has long advocated incorporating sustainable practices in order to lessen our environmental impact, the buzz around eco-conscious businesses (and lifestyles) has created an enormous gray area. Sure it’s great to hear promises of a brighter, more eco-conscious tomorrow but are these companies actually following through on their word? To answer this question we would have to define what it actually means to be Green. In the automobile industry it comes in the form of alternative fuel sources and hybrid cars. In the culinary world, Green means buying local and using organic ingredients. In real estate, Green comes in the form of solar panels and draft proof windows. While Green standards are being put in place in various industries, we eco-friendly fashionistas are curious as to what qualifies fashion as “Green”.

Since Miamore Communications represents Avni, a rising star among eco-friendly fashion designers, we were especially aware during this season’s fashion and market weeks of how many designers and manufacturers were suddenly touting their Green practices. Some were legitimately eco-friendly, some were questionable, and some were just painfully misleading. We had several conversations with industry insiders this past month debating: ‘How many precautions are enough to be considered Green?’ and ‘Do some of these Green practices outweigh other practices?’ Sure a designer could make their entire line out of organic cotton but what if that cotton is dyed with toxic chemicals? A designer could buy locally and support their local economy but then package their clothing in wasteful materials and physically damage that very community they supported economically. Our conclusion: with all this “Green” confusion, consumers and buyers the fashion world need a standard. So, we were thrilled this week to read in the New York Times, WWD and other media that the fashion industry is taking a step toward such a standard… or at the very least, adding some transparency and clarity about “Green” claims… with the formation of the Sustainable Apparel Coalition.

The Sustainable Apparel Coalition was started by eco-conscious leaders from global apparel and footwear companies, along with environmental and social organizations. The long list of impressive founding members includes a range of companies and organizations, from Gap and Nordstrom and Duke University to H&M and Walmart. The coalition was founded on the belief that sustainable, eco-friendly apparel has a positive impact on people and communities. But it is faced with quite a large task in developing a way to measure and evaluate the sustainability of apparel. The Sustainable Apparel Coalition’s desired outcome of putting into place a standard sustainable apparel index requires measuring improvements in water use and quality, energy and Greenhouse gas emission, minimizing waste, chemicals and toxicity and creating positive labor environments and social effects.

Although the organization has been operating for less than a year, there is already great buzz in the apparel industry on how they will transform the “Green” fashion world. The index will give designers the knowledge and tools that they need to create Green products (and buyers the understanding of just how “Green” a design firm truly is). With this focus on what needs to be done for a designer to be considered sustainable, we hope that more time can also be spent on developing technology and research that can contribute to the “Green” apparel movement.

Going “Green” may be trendy at the moment but, in reality, it is a necessity and is becoming a way of life. We look forward to what organizations like the Sustainable Apparel Coalition have in store for not only the environment but for the future of the fashion.

Jewerly Spakles this Holiday Season

2010-11-30T14:55:00.001-05:00

The economic recession devastated the American luxury market, that’s no surprise. What is a surprise is the increased demand this season for perhaps the most quintessential luxury item: jewelry.

Some encouraging stats:

-The percentage of people who bought jewelry during “Black Friday Weekend”, Nov. 26-28, increased from 11.7 percent to 14.3 percent. That is close to a three percent increase.

-In a recent study from the National Retail Federation, the percentage of people saying they will be giving jewelry as gifts has increased from 18.4 percent to 20.3 percent.

-According to “Cotton Lifestyle Monitor” jewelry is ranked at number five as planned holiday gifts in 2010. Jewelry didn’t rank at all in 2009.

The jewelry industry may not draw out the 2 a.m. crowd on Black Friday, but the increase in jewelry sales this past weekend was felt immediately by both retailers and designers. It also helped spark optimism for the economy and retail sales in general.

“While Black Friday weekend is not always an indicator of holiday season performance, retailers should be encouraged that a focus on value and discretionary gifts has shoppers in the spirit to spend,” said Matthew Shay, National Retail Federation, president and CEO.

Looking at the bigger picture, the fact that people are looking at jewelry a lot more this holiday season could mean that American’s are ready to start spending on luxury items in general again. It might be possible that this is the first sign of the recession being a part of the past.

Stich up the wounds left by surgical shoppers

2010-11-16T15:49:00.003-05:00

It’s no surprise that the economy has changed how people spend their money. Everyone has been pinching pennies and in turn became smarter shoppers. People have been working overtime and getting second jobs. Who has time to browse shops? Who is going to fall for the impulse buy when money was strategically placed elsewhere? The Great Recession may officially be over, but the changes that people made to their spending habits may in fact be here to stay.

The new type of shopping is referred to as “surgical shopping” because the time spent shopping in stores and online has dropped drastically. No one is taking the time to wander stores and browse through websites to stockpile on clothing, necessities, etc. Instead, people know what they want and aren’t sticking around after buying it. Shoppers today visit an average of three stores during a trip to the mall, according to ShopperTrak, a Chicago research firm that tracks sales and customer counts at more than 70,000 stores. That compares with an average of five stores in 2006. There is even evidence accounting for stores being messier due to people dumping most items right before the check out.

How are companies and brands adjusting to surgical shopping? Often, through the strategic use of social sites like Groupon.com. The site has attracted more than 25 million subscribers to “group” together to get the lowest price on an item. Subscribers are pitched local discount offers on restaurants, retailers, etc and if enough people take advantage of it, it takes effect. The Gap's recent Groupon offer of $25 off a $50 purchase was a blockbuster Gap’ sold 441,000 offers as part of a one-day only promotion in August, for a total of $11 million.

With this new type of shopper mentality, what’s the best way to get them in AND to leave with your product? To help capture their attention, this might be the time to step up your “social media” strategy beyond the typical Facebook and Twitter. Along with Groupon, foursquare is another great tool to utilize. Promotions through foursquare are coming up everywhere (more on foursquare). I myself came across a promotion while shopping in NYC. Walking into an H&M, there was sign on the door that said “Check-In here and receive a special discount!” With incentives like that, who wouldn’t check in? Companies like Wholefoods, Saks 5th Avenue and Starbucks have all partnered with foursquare as well.

The continued practice of surgical shopping is creating a new reality for brands. And websites like Groupon.com and foursquare are helping them embrace consumers’ new way of shopping.

You are only as strong as your weakest tweet

2010-11-02T13:13:00.014-04:00

Tweet, Re-Tweet. Are we friends on Facebook? These are terms that have become a part of our everyday life. With all the social media websites available now, which one works best for you personally? Or for your business? Truth be told, Facebook, Twitter and LinkedIn can all be beneficial…if you understand how to use them correctly.

Recently, an editor at a B2B magazine wrote: “We still think Twitter is the dumbest thing ever.” Previous to this statement, Facebook and LinkedIn were praised for how successful they are as social media outlets. We were concerned to read such an unfortunate and misleading criticism of a tool that generates millions of dollars for companies who understand how to use it to its full potential. For businesses, Twitter can lead a new found success. Those 140-character statements can make a world of difference.

Here are just two success stories from using Twitter:

Computer-maker Dell, an early Twitter adopter, offers its “followers” easily tracked Twitter-only discounts. These have generated US$3 million in sales, $1 million in the past six months.

Blair Hirtle, sales coordinator for Fairmont Hotels, noted that the Fairmont Empress offered a special discounted room rate on Twitter. The result was “increased occupancy. Much more successful than any traditional ad buy and it cost minimal time and labor.” Now seven Fairmont hotels have Twitter accounts.

The secret to their successes? Using Twitter efficiently. Here are some tips to get yourself started in the right direction.

Twitter gives companies the opportunity to personalize themselves with society. Consumers today tend to connect with people rather than organizations. Putting a face on a company can make it more real and personable. On Facebook, company profiles are made and then spread by “liking” the page. This doesn’t give quite the same personal touch and interaction that tweeting can.
Listen. Twitter is not just about posting Tweets and walking away. What are people discussing? Who is mentioning your brand or category? Understand the conversation and participate in it.

Follow people! The more people follow you, the more they know what you’re about. This works on the basic product selling and marketing point. Twitter has turned into a place where companies research about potential employees and consumers research about potential purchases. So, your tweets are giving the world an opportunity to learn more about you, your products, your knowledge and your specialty.
As I mentioned before, sell your product, but your expertise. It is probably the most basic concept of the social media websites. Give useful information about what you do, your business specialty, and what you’re selling for all your followers to see.

As the most misunderstood of the social networking tools, Twitter is often the most criticized and ridiculed. But it is, conversely, also one of the most effective. The popularity of using Twitter correctly has spun off another website, twittergrader.com. Anyone with a Twitter account can check the grade of their account, be it 0-100. If your grade isn’t as high as you thought it would be, the site gives you tips on the bottom of the page on how to improve your Twitter grade. With the introduction of twittergrader.com it is even easier to turn your Twitter account into one of the “Twitter Elite” joining the ranks of The New York Times, Fox News and BBC World. Like they say, you are only as strong as your weakest tweet.

A Look at How Social Media Reinvented NY Fashion Week

2010-09-29T15:59:00.003-04:00

New York fashion week not only rallied fashion lovers to New York for a worthwhile showcase of some of the best collections by well-known designers, but Fashion Week left a footprint in the digital age: using social media to help promote and expose the week-long events and happenings.

It seemed that no stone was left unturned on the path of social media to New York. Even if you could not make it to the tents in Bryant Park, just about anyone with an internet connection could make it to the tents virtually, thanks to, either Twitter, Facebook, Foursquare, Tumblr, YouTube and individual designer’s websites.

Between Thursday, September 9^th and Thursday, the 16^th more than 165,000 tweets were written about Fashion Week, making #nyfw a trending topic on September 10^th, also the day when more then 34,000 tweets were sent out from individual users. Designers even saw an increase in followers. Diane Von Furstenberg, who received upbeat and prize worthy reviews in print and online media, had an increase of 3,000 followers on Twitter. Foursquare offered promotions and Facebook allowed users to comment on looks cascading down the runways and Youtube offered videos of shows.

Fashion’s Night Out, an event that was originally designed to boost New York’s economy last year, debuted again on September 8^th in full force with social media. Livestream brought to life three different events including musical performances at Nine West and Ralph Lauren and a play-by-play of Juicy Couture’s designer Erin Fetherson styling tips to shoppers, all which could be viewed from laptops and desktops around the world. Some designers opted to integrate multimedia into their events. Diane Von Furstenberg, for instance, transformed her Washington Street location into DVF and HP interactive experience all designed by Refinery29 blog, offering the fashion community a chance to look at fashion favorites picked by Refinery29, which could be posted to Facebook by anyone in the store. Furthermore for the event, all fashionistas with an Iphone were able to download the LUSTR app, the official app for FNO. The application allowed users to navigate the event with an event directory with options of posting your locations thru your own personal Facebook, Twitter or Foursquare account.

The world of blogging also hit the Bryant Park tents hard this year. Not only were the seats filled with editors from the leading magazines, but bloggers even made their way to the front row. The evolution of blogging in the fashion sphere, really allows readers and fashion lovers alike to receive information about upcoming trends, the achievements and the downfalls of the week, which ultimately means that blogging is here to stay.

It seems like Fashion Week’s biggest trend was not on the runways this season but underneath everyone’s fingertips in the many sources of social media. Fashion Week’s integration of social media really opened up the doors for information exchange in this fast paced digital age. The versatility of social media left it marks on social media and it will be interesting to see the evolution of social media in the fashion and luxury market, from this point forward.

Learning to Master Crisis Communications

2010-08-09T11:33:00.010-04:00

How important is effective public relations? Just ask (now former) BP CEO Tony Hayward.

Over the past couple of months we have seen a slew of events that have underscored the power of public relations. In light of these, crisis communication should now be on any business owner’s radar.

You have famed college basketball coach Rick Pitino, and his alleged ‘tryst’; Target versus the LGBT community; and finally, the event on everyone’s mind: the BP oil spill in the Gulf. In the latter case, Tony Hayward, the now former CEO has stepped down and will be replaced by Bob Dudley (who, might we say, has quite the task on his hands). A series of PR gaffes played a major role in Hayward’s downfall.

What every brand name and business owner needs to think about when following these events: what happened to BP can happen to you. Obviously, we are not talking oil spill/natural disaster stuff; we are talking about an event that challenges a company’s reputation and leadership.

So, what can we all learn from these public relations nightmares? In sum: you must have a crisis communications strategy so you can react quickly and efficiently. You’ll also want a knowledgeable PR pro on your side to represent and help guide you through these waters. Some things to keep in mind:

Remain readily accessible to the media. Be ready to answer questions, have a designated person to speak on behalf of the issue.

Streamline communication. Make sure all documents are clear, concise, pertinent.

Maintain information security. Be sure that company documents aren’t accessible to the public but, at the same time: that you are not hiding anything.

Support multi-channel communications. Send out press releases and take advantage of broadcast opportunities. Get savvy with a variety of communication tools like YouTube, Twitter, Facebook, Flickr and Blogs.

Utilize Social Media. In this day and age, these tools can be your friend but also your worst enemy. Word to the Wise: never delete a nasty, harsh comment, it could do more harm then good. Instead, use the negative comment as an opportunity to explain your position; it allows you to engage the commenter to resolve their concerns.

Show empathy for the people involved Reach out to the public by making appearances. Find time to answer their questions.

Crisis communication is an important tool for all companies to have in their ‘toolbox for success.’ Crisis communication strategies have helped companies such as: Johnson & Johnson back in 1982 when they had the cyanide scare, Exxon Valdez in 1989 when an oil spill happened in Alaska, Intel’s Math Flaw in 1994 and Jetblue in 2007 when they left passengers stranded on a airport runway in an ice storm. While each faced a tidal wave of public backlash, their response helped keep their brands from drowning in the fury. A strong crisis communication strategy will do the same for you should the worst happen.

Blogging Your Way To Success

2010-08-02T16:03:00.006-04:00

Any ‘great’ company has one and any company that wants to be ‘successful’ has one. What is it, you ask? A blog (http://en.wikipedia.org/wiki/Blog.) But why do we blog? What is the point of one? We’re often asked: if my brand is already well known, what can a blog additionally do for my company? Our answer: A LOT. A blog is not an advertising vehicle for your company; it is a tool of communication that shows readers ‘something extra’ about your services, personalizes your brand, and offers insight into your area of expertise.

For example, we here at Miamore love our blog and, while we do some really amazing work, we are not simply going to put up blog entries outlining our achievements, or how innovative our work is. Why? Because those sort of posts don’t generate interest or build relationships—the main goals of a blog or any social media. In sum: it won’t get us (or any company) anywhere.

Instead of being promotional, it is best to provide readers with information that is not only enjoyable, informative, and personal; but also something that establishes confidence in the brand. For example, Southwest Airlines built up a blog when sales were down and they wanted to hear from consumers about what they could improve upon. So, their blog began with the CEO of the company discussing trends in the industry and allowed followers to comment. Did anyone read that blog and immediately log on to buy an airline ticket from Southwest? Probably not. But, has the brand become a household name? Definitely. Thanks in part to the open communication and dialogue by Southwest on that successful blog, the company grew into something bigger and better.

Have a hard time relating to a brand as large as Southwest? Well, for small business owners, we offer up ourselves as an example. Last week, Miamore’s president, Carrie Soucy, attended a trade show in New York. In two days she heard from at least a half dozen people (the majority of whom she did not know) how much they enjoyed our blog. Many others simply recognized our brand—no doubt in thanks to our active blogging. For a company like ours, only a year old and based in a different city, to receive—without having ever spent a penny on traditional advertising or marketing—responses like: “Oh! Miamore Communications!”… well, that’s quite a statement.

So where do we go from here to make sure that all company blogs steer clear of becoming too promotional? Here are some tips:

1. 1 Designate one person to oversee the blog. (Preferably not a junior staff member; however, if they have a great writing skills and an eye for news, then by no means limit them)

2. Promote your blog by featuring it in newsletters, having a link to it via Twitter, Foursquare, Facebook, Linkedin or website.

3. Talk about stuff other then your services. Like trends in the industry, developments and newsworthy stuff.

4. Be fun and have a conversational tone.

5. Encourage comments and be sure to respond to any you receive.

Foursquare:The Newest & Hottest Kid on the Social Networking Block

2010-07-19T13:51:00.009-04:00

You already know the benefits of the now-mainstream social networking sites like Facebook, Twitter and YouTube--all phenomenal tools to engage clients and build a brand. But, if you're like many local businesses, you see the boost in engagement from those sites, but wonder: how do I translate it into actual foot traffic? Enter the newest (and hottest) kid on the social networking block: Foursquare. Why is this new tool growing so quickly? Mostly because it doesn't only drive traffic to your website, but actually drives customers to your doorstep.

Foursquare is a location-based social networking site that allows people to connect with friends and update their location via text message or by Smartphone. Teaming up with Twitter and Facebook (and now quite possibly Google, Microsoft and Yahoo- Creator Dennis Crowley is in talks with these search engine giants), this allows friends of foursquare users to be notified of their friend’s newest location (and in hopes that more friends will come and join). Foursquare not only promotes human interaction but also exploration of their surroundings. After checking in a certain number of times at a location, users earn badges and points for their location frequency or by discovering something new in their city. Users can find locations in the directory or from friends who are also on foursquare.

What separates Foursquare from Facebook, Twitter or Wikitravel, is that users are participating in a marketing game, by earning points and badges for their travels. This is where Foursquare gets interesting… Foursquare not only encourages people to wander through their neighborhoods, but with the help from local businesses they reward people for stopping in at their location. Business owners can use Foursquare to engage their clientele by offering specials, discounts and prizes for those who continue to update their location on Foursquare while at their venue. People who check-in to a particular location quite a bit are dubbed ‘mayors’ and are eligible to receive a discount, prize or special offer. Cool, right? An example: Cuban Revolution, a hip avant grade restaurant with two locations in Providence, R.I., gives a free sandwich and soda to all ‘mayors of Cuban Revolution’. The owners of business owners are not only being current and participating in a trend of pop culture, but they are also using Foursquare to track how their venue is performing over time due to venue analytics that are provided to business owners.
The best part: users who are checking into your location are doing some of the marketing and promotion for you to individuals who may never have even thought of visiting your store or restaurant. Talk about social networking.

The Importance of Creative Thinking

2010-07-08T12:46:00.004-04:00

In an increasingly competitive economy, it is vital for businesses to think creatively to grow and expand the reach of their brands. This is especially important in marketing efforts. Press releases, social media connections, standard promotions and advertisements are vital; but not enough. What to do? First: start thinking outside of the box.

Case in point, take the perfume company Fresh, who just released a set of fragrances and candles based on the best-selling novel Eat, Pray, Love, now a motion picture starring Julia Roberts which is set to be released next month. Fresh took the three sections of the book and made three scents inspired by three travel destinations in the book. The fragrances are set to release July 15^th.

Another interesting method of expanding a brand? Twilight Makeup. Yes, a makeup brand inspired entirely on the blockbuster film series. The premise behind the company’s two Twilight makeup lines: vampires and true love. Luna Twilight is designed to artistically capture the love between Edward and Bella. The mission behind this line is for ‘ everyone from the Twilight enthusiast to women looking to highlight their inner radiance.’ Their Volutri line, is a much more dramatic, darker line highlighting the vampire elements of the movies. The makeup has been featured in eight different magazines, such as Allure, Elle and Lucky between 2009 and 2010.

Both of these companies are perfect examples of expanding a brand beyond their targeted consumers—in both cases by harnessing the power of pup culture. Fresh, whose target consumer is women, really hit the jackpot by using this book as an inspiration for their new line because as a New York Times best-selling novel, the fan-base is enormous--and expanding, with the movie due in a few weeks. Twilight beauty is not just targeting the Twihearts, but also, consumers looking to buy makeup for all ages as seen with its placement in eight nationally read magazines.

The point: remember that inspiration can come from anything and, with creative marketing and good pitch, anything is possible.

CASE STUDY: StyleWeek Providence, launching an upscale fashion week in a depressed economy

2010-06-25T18:01:00.016-04:00

The Client:

StyleWeek Providence, a start-up non-profit with the goal of launching New England's first Fashion Week to showcase upscale fashion designers to an audience of regional and national buyers and media.

The Goal:

To support the establishment of StyleWeek Providence as an annual event by creating brand awareness, buzz and strong public sentiment via editorial placements and media attendance at the inaugural event.

The Challenge:

To launch a high-end fashion week amid the worst economic conditions in decades; specifically in a state (Rhode Island) that has been among the nation's top 5 in unemployment stats for more than a year. Also, to create excitement about and put the national spotlight on fashion in a region (New England) that has long carried the reputation of being one of the country's most traditional, conservative and staid.

Our Work:

Miamore Communications came on to launch StyleWeek Providence's public relations and social media outreach in late 2009. Understanding the market and anticipating media resistance, we began our work by implementing a viral social media campaign, supplemented by a launch event for press in February. From January 2010 until April 2010, StyleWeek Providence's Facebook following grew by 500%. While we continued our traditional press outreach during this time, as expected, media placements were slow in coming and consisted of blog placements (18,000 impressions) and one local television outlet (approximately 150,000 impressions).

In May, 2010, we began an aggressive media outreach to earn both pre-event placements and media attendance at shows. We created a message that played upon the history of design in Providence, R.I.; and formulated the key message that fashion = business for a city with such a depressed economy. This message helped StyleWeek Providence earn the recognition of city and state officials, and we were able to organize a state-wide press conference in conjunction with Providence's mayor, David Cicilline.

The results:

From May 1, 2010 until June 15, 2010; StyleWeek Providence had more than 26 million impressions in print, broadcast and online media. This included two front-page articles in the state's largest newspaper, the Providence Journal, and a special daily column on their website, projo.com; a placement in Amtrak's onboard magazine, Arrive; mentions on usatoday.com and msnbc.com; daily coverage throughout StyleWeek Providence on the state's morning news show, the Rhode Show; articles in Rhode Island's premiere lifestyle magazines, Rhode Island Monthly, Providence Monthly and the Newport Mercury; a cover placement on New England's regional lifestyle magazine, Soco Magazine; and coverage by the top fashion bloggers in New York, Boston, Connecticut and Rhode Island. A breakdown of those numbers:

10.5 million broadcast/video impressions
12.1 million online (non-blog) impressions
100,000 impressions from blog coverage
2.4 million print (newspaper and magazine) impressions

The outcome:

Media coverage has helped secure both overwhelming public support and key financial sponsors. In 2011, StyleWeek Providence will be a twice-annual event.

How well do you know your own brand?

2010-06-18T21:36:00.004-04:00

If you think the answer is a no-brainer, I challenge you to think again. I’ll go so far as to bet the real answer is: not even close to well enough.

I see it time and again… and, as a business owner, I can personally relate. When you are living the day-to-day, it is nearly impossible to have a clear view of what outsiders (a.k.a. potential customers) think of your company or your brand. The bad news: you are likely too close to possibly have an unbiased view. The good news: oft-times, the public’s view of your brand is far better than what you imagine.

I am thinking about this concept in large part because Miamore Communications just wrapped up StyleWeek Providence. For those in Rhode Island or New England, you already know what this event was: the biggest fashion week the region has ever seen. For those outside of the Northeast: StyleWeek Providence was a year-long labor of love. The StyleWeek concept was founded by Miamore’s Senior Vice President Rosanna Ortiz Sinel last spring. Sinel and I met sometime around July, 2009; she told me the basic idea; I fell in love, and off we went… on a dream and a prayer and, most importantly, faith.

The result was a 7-day event that occurred last week, with 14 fashion runway shows for buyers and the press, and nightly after parties for the public. Each show was packed to capacity. The media came out in droves… 2 front page stories in the Providence Journal in one week, daily coverage on the Rhode Show (Rhode Island’s version of “Good Morning America”), an evening news hit on the state’s largest network affiliate, coverage in the region’s premiere business newspaper, and endless blog entries from Rhode Island, Boston, New York, Connecticut, and beyond.

Am I fluffing our own feathers? Perhaps a bit, but that’s not the reason for this post. The point: every time, in the past year, I mentioned the idea to my New York friends, they unanimously responded with something to the effect of: “Perfect! Providence is such a fantastic little city. So much culture! Such a design legacy! Great food! Fabulous places to see!” Those thoughts are precisely why Rosanna (most recently a Bostonian) and me (a long-time New Yorker) knew Providence was the perfect spot for a fashion week. Locally, however, when initially approaching local “bigwigs” and the regional press, we found, well, alternately crickets and “in our state? No. Way” as a response.

In the past week, however, we’ve seen not only the media but—most gratifying—local skeptics reeling. One Rhode Island resident posted on StyleWeek’s Facebook page about how proud she was now to live and work in Providence. Good stuff! Would this fashion/design aficionado have said that a year ago? I doubt it. Why? Because she was too close to it and didn’t understand the power of her own “brand” (in this scenario: her city), so she didn’t quite believe her town (or: brand) was what she’d hoped it could be.

And, so, I return to my original point… do you know your own brand? Do you know what "outsiders" think of it? Or are you so caught up in the mundane that you lose perspective? I’d wager most small businesses trend toward the latter answer (I know I do). So, I offer the StyleWeek Providence example as evidence of the importance of stepping back, looking at yourself with fresh eyes, and listening to the perspective of “outsiders”. Had Rosanna and the team, as Providence “outsiders” a year ago, not understood the potential of this great little city, we’d likely have given in to skeptics, abandoned the dream, and StyleWeek would never have happened.

So… what are the “outsiders” in your realm thinking about your brand? Please: stop and think about it. Ask around. Because, more often than not, it takes on “outsider’s” voice to make you hear what you always knew about your brand, but didn’t really believe.

Are We There Yet: How To Recognize When Social Media Marketing Is Working For You

2010-05-03T14:04:00.004-04:00

Clearly the staggering numbers of users logging into Facebook, Twitter and various other social networking sites (around 250 million daily and over 405 million registered and active) creates a virtually untapped marketing gold mine for small businesses. Unfortunately, because this new method of communication is still so young, there are still a lot of unknowns… the largest one for small businesses being: how to accurately measure what social media marketing is doing to improve your business.

The most efficient way to begin to measure social media ROI is to begin measuring engagement and retention. Engagement is the first—and probably most exciting—indicator of your social media success. Seeing people comment, request and “retweet” your material (or just take an interest in what’s going on with your page) not only shows you what’s working, it’s also indicative of what content to add or change. For example, a large reason for this particular blog entry (besides the fact that it’s a popular topic in public relations) is a Miamore Communications’ reader’s question on the subject in our last post. What I’m doing is both gauging what matters to Miamore’s audience, and showing that reader that her interest is important enough to us that we’re striving to provide relevant feedback. This sort of engagement and communication is the very POINT of social media, so to achieve the ROI you seek—don’t miss these opportunities where available. Which leads to my next topic… customer/subscriber retention.

See, once you have content that brings people in, your next—and more important task—is keeping them interested in what you have to say. You’ll know you’re on the right track when you start to see a positive trend in the number of CONSISTENT followers/commentators. Unlike traditional marketing, advertising and PR, social media is fundamentally built on conversation. And conversation is built on two emotions: varying levels of satisfaction, and various levels of dissatisfaction. This is the most basic way to plan and measure social media marketing strategy. (Note, while we’d all like to be discussed favorably, be aware of the opportunity that lies even in negative social media publicity—i.e. a bad product review. This affords you a chance to disprove any negative comment and, most importantly, show in the public arena your commitment to service and your customers’ needs/concerns).

In sum, social media success is not about numbers, but about communicating and engaging. Seeking hard numbers, or direct sales, to measure social media ROI will only leave you behind. Because the success of social media marketing isn’t all that much unlike measuring ROI for public relations, advertising or other marketing initiatives. In essence, it is measured by the recognition that comes back to you. Will that lead to sales? Of course. Can you gauge social media by dollar measurements? Not at all.

Think, for example, of the millions spent in television advertising; an equally difficult medium to measure ROI. The big indicators of “success” are not only spikes in sales immediately after the launch of an ad but, equally important, resulting water cooler conversation that keeps a brand front of mind (“Did you see the Budweiser commercial last night?!”) The same standards should be applied to your social media outlets—keeping in mind that the rule of thumb for social or any marketing strategy is patience. Plan to invest at least 6 months to give it time to breathe and grow.

A New Perspective

2010-04-05T11:57:00.003-04:00

For almost a year now, readers have frequented this blog to learn about PR and social media best practices from Miamore Communications and its founder Carrie Soucy. Being a new team member at Miamore, I read through the blog posts and found myself hard pressed to discover a topic that wasn't already covered, or a new perspective to add to an already dynamic conversation. Honestly, in my frustration, I became distracted and wandered off to those very tools we’ve discuss here: Facebook and Twitter. That's when it hit me: I may be relatively new to PR and Miamore, but I’m a consumer who KNOWS Facebook and Twitter. Carrie regularly bridges the gap between you (the business owner) and me (the consumer/"social media shark"). So what better way to start my new relationship with Miamore Communications and you readers than by laying out my fundamental insight and perspective.

Me, I represent the 20-somethings out there; The Gen Y group. What may surprise you: my priorities are less phones, mp3's, and liquor; than apparel, accessories, vacations and items that have more than a simple monetary value. The basis of my Facebook/Twitter/social media usage? To be more "in touch" with those I may or may not see frequently, and to solidify relationships… be they with actual friends, or with brands I patronize.

Everyone has a website these days. And any business at all savvy has a Facebook. Many businesses have that presence to reach me (or, rather, those in my demographic). Yet, despite their presence, they continue to struggle to figure out how to connect with me and my peers. So, what is the magic formula? Not really magic… First, we need to feel some sense of exclusivity; otherwise its not worth the clutter on my page. With the same fervor I check my phone for tagged photos of my weekend with friends, I should be running to your page for advance material (i.e. pics of new merchandise, release/event dates, contests /promotions etc.) that hasn't yet hit your website. Or better still, exclusive promotions to those who “fan” your page… those loyal customers such as myself.

I can't tell you how many tickets I've won, or chance meetings I've had with some of my favorite celebrities all afforded me by simply following a Facebook or Twitter feed. And, in each instance, it has made me a more die-hard fan.

The point: this may be a digital age, but people never lose that primal need for a sense of belonging. So, to businesses out there: if I can offer one fundamental insight into reaching Gen Y… it is this: capitalize on that need and make me (or “us”) feel a part of the team. YOUR team. The more genuine you make this feel, the more I'll fall in love with your brand. In sum: think of social media as the key to my heart… and the hearts of everyone in my generation… a generation that holds the future of your brand in its hands.

Social Media isn't just for kids... but so what if it was?

2010-01-27T18:21:00.005-05:00

I had the honor and privilege of speaking to a group of dynamic, enthusiastic retailers on Saturday morning at the RJO conference program in Savannah, Ga. I came to Savannah armed with all my tips on implementing a social media marketing strategy for business, along with a whole chunk of demographic data to disprove any of the common "but Facebook is for kids" questions and objectives. I was thrilled that attendees spoke with me afterwards, telling me they were inspired to amp up their social networking efforts.

I, meanwhile, left Georgia enlightened by the comment of one retailer who shared her own experience...

This retail jeweler said she had initially joined Facebook out of curiosity, wondering why her college-aged children were so enthusiastic about it. (And, okay, as parents everywhere can relate: maybe to keep an eye on them!) Flash forward a few years and those college kids are now professionals. So, where does that leave her? In short: with a slew of fans in their 20s... all beginning their careers, getting married, and experiencing all those life changes that call for jewelry. And, guess who they feel connected with and loyal to? You got it... this retailer who has been in their (Facebook) world all along.

I loved this simple example, albeit coincidental, of thinking outside the box and investing in long-term growth. Small businesses are often so consumed by the present and making this year's numbers, that we don't think long-term in our marketing strategies. But, as this example proves, when you look at any new marketing idea (and especially in the realm of social media, where who knows what is right around the corner), remember it pays off to consider tomorrow... not just today.

PR and ROI: what is the dollar value of a reputation?

2010-01-08T19:09:00.004-05:00

Being a small business owner, I clearly understand the value and necessity of "ROI" measurement. When we invest in something, we want to understand the returns on what we spend. While that is a simple concept to explain and understand, as a public relations agency, ROI measurement is a source of unending frustration and argument. I've conducted extensive research on PR ROI, discussed it with various colleagues, and (sometimes amusingly) scrolled through pages and pages of arguments among PR pros on online public relations discussion boards... forever in search of a clear way to scientifically measure something that is, at essence, an art. The ever-elusive prey: a firm measurement of ROI for a public relations (or social media) campaign.

Unlike advertising (with its simple "I pay x and I see x" ROI measurement), public relations--especially in the social media age--is entirely not scientific. We craft a message; we communicate a message to influence-makers; and we push that message out via social networking. In essence, we put a brand message in the public's mind. We lay the groundwork and ripen the fruit for plucking when it's time for the sale. But, with much of public relations being a subconscious impact... while incredibly powerful, it is equally incredibly difficult to ascertain. And nearly impossible to attach a dollar value to. We try, by measuring returns versus goals or, at a most basic level, monetarily converting the space allocated to an editorial placement into the cost for that ad space in a particular media. Both, however, fall short.

As humans in the 21st Century, we receive so many messages via so many mediums, how does one break down the value of each? For instance... I drive a Saab. I've never owned or driven a Mercedes. I've never (to my recollection) even been a passenger in one. Thus, Mercedes as a vehicle is entirely out of my personal experience. Yet, if a friend shopping for a luxury vehicle asked me to recommend a brand, Mercedes would be one of the first I would mention. Why? Their advertisements? Their editorial mentions? Their sponsorships like New York Fashion Week? How can I possibly measure?! And, if my recommendation resulted in the sale of a Mercedes, how would Mercedes' PR or ad agency monetarily measure that PR ROI?

Obviously, Miamore Communications works on a much smaller scale than Mercedes. And, yet, is the brand recognition we create for our clients, within their target markets, any less valuable to the clients themselves? Absolutely not. Is it just as difficult to measure? Absolutely!

Interestingly, as I pondered and researched public relations/social media ROI this week, I had two clients enjoy the power of Miamore's efforts. First, Lori Carr, CEO of long-time Miamore client Tomgirl Tours, was at an event and heard a stranger say "I LOVE Tomgirl Tours!" Second, a Miamore intern overheard a random conversation about how exciting it was that Providence was holding a fashion week this spring. Neither Tomgirl Tours nor StyleWeek Providence has invested a penny in advertising. In both cases, those enthusiastic word-of-mouth recommendations seemingly resulted entirely from effective PR messaging. So, my question: what is the dollar value on that??

While businesses ask for detailed measurement of ROI, and Miamore Communications (along with every other PR agency out there) scrambles to find some way to report success monetarily... I look at these two examples, scratch my head and wonder: how can one possibly determine a dollar value--or a scientific formula to calculate the monetary value--for a strong reputation and positive word of mouth?

Miamore's Week In Review: Dec. 19, 2009

2009-12-19T19:07:00.004-05:00

As a small-business owner myself, I understand: there is barely enough time in the day to address day-to-day biz activities and crises, much less keep up on the latest news on marketing and PR. So, Miamore has decided to start boiling down, each week, the most important updates upscale businesses need know about in the areas of public relations, social media marketing, branding, and the luxury & lifestyle sectors. Here's the first of our weekly summaries:

SOCIAL MEDIA

In my “past life” as a magazine editor, my favorite art director used to say (in regard to photography): if I find it on Google, it is mine! As the number of bloggers and web activity grows, however, this isn’t necessarily the case anymore. While the usage of images isn’t generally policed very well, there are still rules and laws regarding your use of images for your blog. It’s a little like the speed limit or (for you fellow Rhodies) the new texting-while-driving laws: you might not get caught if you break the rules, but you take a risk if you do. Here is a must-read outline of how to keep your blogging on the up-and-up.
If your company is social marketing savvy, this is a bit basic. But for those still dabbling (and wondering why/if they should) in social networking it is an excellent read.
For newbies and experts alike: This outline includes everything (and we mean everything!) you need to know about using Facebook effectively to promote your business.

PUBLIC RELATIONS

We would like to hug the writer of this article. If you are considering venturing into public relations with Miamore or any agency, please read this for the low-down on how to “Be a Good PR Client” (could also be titled: How to Make your PR Agency Succeed in Growing Your Business)
Hopefully you don’t have to worry about “crisis” PR, but in case you do, here’s a very good read on how (and why!) you must be prepared.

LUXURY

Here is the best and latest update on how big-name luxury retailers are handling (and a bit on how they are faring) this holiday season
For the jewelry people out there, here’s a little glimmer of hope about fine jewelry trending stronger for the season.
This is a MUST-READ for luxury brands even considering discounting. Best quote:

"Once you start discounting, or accepting deals, there's no way of getting back up," he says. "In down times, there's the impression that the simplest thing to do is discount. But when confidence returns, the consumer's going to wonder why you want to charge $48 when just a few years back you'd sell for $30. You're effectively telling people that your product was too expensive to begin with."

For those in the travel sector, the luxury (leisure travel) market is staging a comeback, according to this AFP report, but only for true quality. Best quote:

"The bling has gone. It's all about the quality of the experience and the feeling of space."

FROM MIAMORE COMMUNICATIONS

Time's a-ticking for this one-of-a-kind holiday gift certificate: Speaking of luxury and travel, you officially have 6 days left to purchase gift certificates that will give the special women on your list the upscale adventure travel experience of their lifetimes. Your purchase will not only be the most memorable gift you’ve ever given her, it will also support one of four charitable organizations (at no cost to you). More here.
Music expresses (and aims to raise funding to support) the universal challenge of caring for our aging loved ones: Almost everyone has had to face the difficult moment when they realize the passage of time has taken place, and that they must take over the role of caretaker for those who cared for them. As such, we all understand the challenges of caring for our elderly loved ones. A new initiative, Life in the Years, is raising funds to support a national program for elderly foster care, through sales of a beautiful compilation CD set that features 30+ of the world’s finest musicians, from the famous Natalie Merchant to Rhode Island’s own Sue Brescia.
StyleWeek Providence adds to agenda: This week, StyleWeek Providence added the legendary Betsey Johnson to the list of designers who are showing during Providence, RI's first annual weeklong celebration of fashion and design in June, 2010. The roster is nearly full with phenomenal established and up-and-coming fashion, accessory and jewelry designers, but a few spots are still available. Contact us if you’d like to be considered!

On a Mission...

2009-12-03T17:26:00.004-05:00

What is your mission statement?

That simple question is the very first I ask of clients and prospects. Because, from that answer springs all PR, marketing (and, ultimately) sales strategies. And yet, so many small businesses reply to that question with one (or a mix) of three responses:

1.) An uncomfortable squirm

2.) A lengthy monologue starting somewhere around "well, when I was 12..."

3.) A quick: "to sell my stuff"

We understand that business owners are not necessarily writers (and we work with clients to help clarify that message), but if they can't succinctly describe who they are, what they do and why, then how can clients relate to them? More: how can the business, or its PR agency, craft a message that the media and public will understand?

Many business consultants recommend that mission statements be no more than a paragraph. I, on the other hand, take that further: you should be able to summarize it in a sentence (2 at the most). It should describe what you do, why you do it and how you do it... without getting into nitty gritty details. This isn't easy... even for professional writers (as my old journalism school professors said so correctly: it's a whole lot easier to write long than to write short), but it is a necessity. From your mission statement springs your brand and image... including tagline, creative materials, PR message, marketing initiatives and advertising plans. While every business owner knows this in theory, many small creative firms find it difficult to execute.

As an example/case study, I'll use Miamore Communications. At Miamore, our mission is:

To utilize the press, social networking tools and promotions to introduce, inform and educate the public about goods and services provided by small businesses in the luxury lifestyle category, thereby assisting those firms in reaching sales goals and growth.

From that mission comes:

Our tagline: "spreading the word about life's finer things"
Our various services: public relations, social media marketing, brand development, creative services and special event planning.
Our marketing focus: small businesses in the luxury and lifestyle categories
Our media targets: editors and bloggers in lifestyle beats
Our social media outreach for ourselves: groups, fans and followers in the above areas
Our social media outreach for our clients: consumers who dialogue about upscale and lifestyle goods and services.

If we were to say our mission is "to sell PR services", everything else would be similarly vague and ineffective... who would be our target client? Our target press contacts? We would be aiming our efforts in a million directions and spreading ourselves thin on all.

So, as you look forward to 2010 and business plans for the year, please take a look at your mission statement (or develop a succinct one). Once you have that down, you'll be surprised how much simpler everything else will come.

Help Us, Help You (Make 2010 a Success)

2009-11-13T21:01:00.005-05:00

I’m stating the obvious when I say it has been a… Challenging… year for small businesses in the lifestyle category (even moreso for those focused on luxury goods and services). So, as 2009 winds down (48 days until the New Year!), most remain wary about marketing plans for 2010. I hear many, in fact, saying they aren’t only “wary”, but actually taking a wait-and-see approach.

While that is natural and understandable on a personal level (as a small business owner, I completely relate); on a business level, it ranges from foolish to suicide. Unless you anticipate the possibility of shutting your business in Q1 2010, I hope you have in place (or are developing), a MARCOM strategy to keep your company front of mind for your customers and potentials. Granted, I advise a cautious approach in developing that plan (you can always add elements), winging it is never a good option and, as research shows (see here and here, for example), those who market during a down economy—scary though it may be—are the ones who benefit when things turn around. And, rest assured, they will turn around.

So, I ask… What is your MARCOM plan?

Will you advertise? If so, where is the best place for you to invest those dollars? Do you know? Or will you (*shudder*) follow the advice of the commission-based sales rep (and they all are) that does the best job of wooing you in 2010?
Will you invest in marketing opportunities like shows or events? If so, have you conducted market research to determine which are the best venues for your niche?
Will you have a public relations outreach in 2010? If so, what is your plan? Who is your target? Do you have a press list? What will you have to promote? And how will you promote it? (Also, given too many conversations I’ve recently had: do you understand the definition of public relations and how it differs from advertising?)
Do you have a social media plan? How will you best utilize those tools? Do you understand how to use social networking to grow your business? Who will you delegate to handle that for your business? And how much of an investment are you going to make (time and money) into this, the fastest growing method of marketing?

These are questions that businesses can not leave to chance, circumstance, or the most charming salesperson who comes along in 2010. These are answers that need to be determined this month (or next, at the latest).

I understand the predicament of not wanting to “commit” when the first half of 2010 is such an unknown… but I also can’t stress enough the need for planning and strategy (no matter how bare-bones). So, Miamore Communications is offering special 2010 MARCOM strategy and planning sessions to small businesses. Let us sit down with you; analyze your budget, target market and goals; and assist you in creating a 12-month outline that is achievable in within your means, not your dreams. While corporate agencies focus on number-crunching, as a boutique firm, Miamore Communications is not just flexible, but I’m also a huge believer in paying it forward. And, let’s face it, if you are a small business, either in our same geographic market (New England), or within our niche—lifestyle and luxury—the long-term success of your company = our long-term success of mine.

So let’s collaborate to make 2010 successful for both of us. Email us or give us a call anytime at 401-315-5979.

Miamore's Top 10! How Businesses Hurt Themselves By Not Utilizing FB Fan Pages

2009-10-19T22:17:00.006-04:00

On my Facebook personal page, I'm receiving more "friend" requests than ever before from businesses using the wrong medium... personal, instead of "Fan" pages. This is a favorite subject of mine on this blog, because it pains me to see SO many businesses setting themselves up for social media failure. So, here are my Top 10 reasons why it is vital to use a Fan page for business promotion... all 10 focus on Miamore Communications' own experiences. Even if you skip the first nine, pleaaaaase, at least read #10...

1. Google ranks Miamore Communication’s fan page high on its list, so anyone in the universe interested in our services can become a fan. Why would I expect a potential client to "request" the honor of becoming a friend and waiting for approval in order to check out my services? Get real: there are a million more accessible competitors out there.

2. On our Fan page, we can provide quality information that illustrates our expertise in a format clearly designated as a business. (For more, see #3)

3. Potential clients aren't confused a mish-mash of posts (a la: Hey! Here's my family vacation! Then: Here's a new service I'm offering!)

4. Potential clients aren't annoyed by a bait-and-switch like maneuver: "acting" like someone who wants to be friend, then bombarding them with marketing solicitations under that false guise.

5. When I invite someone to be a fan and they accept, it shows up on their Facebook wall... And their friends are much more likely to check out why they are became a fan of a biz, than to care why they became friends with some random “friend”.

6. Facebook has a nifty feature that posts Fan additions in the sidebars of friends, thus illustrating the whole idea of "viral" growth... Which is the point of social media for business.

7. It's the RULES of Facebook that businesses use fan pages.

8. Can't stress enough: it's the rules!

9. If you only reach people you already know (via "friend" requests) on Facebook, why are you putting all this effort into social media, when you could just use traditional forms of communication (like email)... those friends clearly already know you.

And, most tellingly; MOST importantly:

Number 10...

Through viral growth, 8% of my business page’s fans are people I don't know and/or wouldn't have thought to ever request on my Facebook personal page. Those 8% of Miamore’s fans have converted into 30% of our contract clients...

Now, how many businesses operating within the constraints of "friend" pages have witnessed that kind of growth? Not many. See, while it may seem like the easy answer to create a personal page and "find" potential customers, the beauty of viral social media growth is that, when you follow the rules and utilize the fan pages Facebook has structured to help you build your business... your potential customers can, instead, find you.

What We See Depends on What We Look For...

2009-10-13T20:56:00.004-04:00

I spent yesterday evening with a fabulous, dynamic group of specialists in various creative and business fields, planning what everyone, everywhere will soon hear about: StyleWeek Providence. I could not be more excited to work on this project! If anything makes a fantastic concept better, it is a palpable energy driving it… and that is exactly what StyleWeek Providence has.

StyleWeek Providence is the brainchild of dynamo (talk about energy!) Rosanna Ortiz Sinel, a fashion writer and general fashion guru. When she shared her brilliant idea with me a couple months ago, I almost jumped out of my seat. See, we are both transplants to Rhode Island with a shared interest and expertise in fashion. Further, as relative newcomers to Providence, we see our new home with “outsiders’” (read: not jaded) eyes. The home of RISD and the historic center for jewelry design (not to mention the most vibrant and charming city in New England!), Providence overflows with a creativity that, until now, has been largely disjointed. StyleWeek Providence gives those creatives in the areas of fashion and design a common voice. And it will be a powerful one.

Top designers in various fashion categories, from across the region—Rhodies (that’s local-speak for “Rhode Island dwellers”), New Englanders and those with local ties (a la RISD alum)—will showcase their collections at shows spread across five days next June. Far from being just a social event as many regional “fashion weeks” are, StyleWeek Providence is, at its root, a business event, with buyers from New England, New York and across the country invited to meet the area’s phenomenal talent, and have the opportunity to then introduce it to their customers and audiences.

StyleWeek Providence is also, in a time when businesses everywhere are facing difficult challenges, an incredible example of small businesses uniting and promoting the local economy. Not surprisingly, businesses across the city are embracing the idea (the most recent and most exciting: Hotel Providence, the area’s finest upscale boutique hotel, home of one of the city’s most gorgeous event venues, Aspire, will be not only host to the closing-night show and festivities, but also serve as the official hotel of StyleWeek Providence).

So, while I’m gushing about StyleWeek in general, my points here are much broader for small businesses…

First: bringing in “outsiders”, who can view your area or business with fresh new eyes, can be a key step to visualizing your full potential and, ultimately, growing your reputation and business.

Second: Never underestimate the powers of partnerships, and common visions and goals. Our designers and venues have no prior connections, but are pulling together in ways that are the stuff of cross-promotion chapters in Business 101 textbooks.

The fundamental message is (while I hate this cliché): never stop thinking outside the box, and investing in new ideas, consultants and voices who can provide new vision and voices to grow your business. To borrow from John Lubbock: What we see depends on what we look for.

StyleWeek Providence’s inaugural event will be June 6-10, featuring fashion shows and celebrations at venues across the city. For updates, join StyleWeek’s Facebook Fan page, follow us on Twitter, and stay tuned for the website launch on Nov. 1. If you’d like information of sponsorship opportunities, a buyer or press invite, or to be considered to show your designs at StyleWeek, feel free to contact me.

The Fundamental Rule of Social Media Networking for Business

2009-10-09T17:32:00.006-04:00

I'm reflecting on several amusing conversations I had this week with clients and friends regarding social media usage and users. The topics have included:

The user whose photos are shockingly personal
Another who uses "send an update to fans" to announce every sneeze
One whose Facebook and Twitter posts are, well, without TMI, mind-numbingly impersonal

And, finally:

The charming one who "friends" people on Facebook, only to hijack their contact list to send promotional announcements.

It may not be pretty, but this chatter simply echoes human nature (and what goes on in every school cafeteria, trade show cocktail party, and family get-together): gossiping.

While this topic is seemingly anything but business-related on the surface, the general subject is actually very relevant to anyone using social media tools for marketing... because, in each of these cases, the user utilizes social media to promote their business. And, as I say (apparently ad nauseam, as seen here, here and here!): networking via social media should be thought of in the same terms as networking the real world. The same rules and etiquette apply:

Would you show up to a networking event in a negligee?
Would you call everyone in your address book 3 times a day (to say the same thing again and again)?
Would you walk up to prospects at a cocktail party rattling off random information from an encyclopedia?
Would you lift an associate's address book from their office during a business dinner so you could later cold-call people they know?

Clearly (or I hope): No. Yet so many of us sit in front of a computer and don't realize that our actions on these social media tools are just as much a reflection of ourselves and our businesses as our actions in "real" life.

This is a whole new and evolving way of communicating and everyone is very much learning as they go. But a rule that isn't evolving, and that I constantly remind myself (and clients) when using social media tools for marketing: if you wouldn't do it in a real life business setting, please, don't do it on Facebook, Twitter, a blog, or anywhere else.

Hey, Ladies! Feel Like a Gerbil on the Wheel? How About Some Girl Power...

2009-10-04T19:45:00.009-04:00

Sometimes, and perhaps too often, life feels like that old plate-spinning act at the circus... Aging parents; the endless demands of children; managing a career; and keeping up with housework, car repairs, the dog that needs walking, and a million other responsibilities. The daily grind takes its toll on everyone but, here, I speak specifically to the women out there: how often do you think about your own future, your own goals and dreams, and the financial stability it takes to achieve them? If you are anything like me, those things pop into your head now and again, and you vow to give them some thought, but they are far from front-of-mind. Further, how often do you actually feel empowered, strong and confident, instead of like a gerbil on the wheel? Again, if you're like me, not often enough...

I recently found myself in a planning meeting with client Tomgirl Tours, and Tomgirl's partner in several of new 2010 tours: Ameriprise Financial. Tomgirl Tours specializes in adventure tours for women--upscale travel that includes mildly adventurous (read: you don't need to be an Olympic athlete) activities like zip lining, hot air ballooning, and hiking the Grand Canyon. Tomgirls' tours promote relaxation, exhilarating outdoor activities, bonding with new and old friends, and confidence building adventure. In a nutshell: Girl Power.

Client or no, I find the concept fabulous for today's stressed-out, going-through-the-motions women. And, I find these new 2010 Vermont tours even more exciting: they combine the physical/mental empowerment of challenging activities (inherent in all Tomgirl Tours) with what women all too often neglect: planning for a future of financial empowerment. And lest you think these are yawn-worthy financial planning sessions that would intrude on an "adventure" vacation... the program focuses on fun, creative, and thought-provoking activities, like identifying your dreams, visualizing them through old-school activities like collage-making, and developing an action plan for making those dreams reality. Better yet, the two Ameriprise planners (profiles here and here) who are working with Tomgirl are down-to-earth, fun and, frankly, absolutely hilarious.

Along with the financial planning elements, each tour (dubbed Green Mountain Escapes) features a sunset hot air balloon ride, a challenging ropes course and zip line adventure, a chance to try out a Segway, pampering at a fabulous spa, and culinary delights (including a cooking and wine pairing evening led by the New England Culinary Institute). I don't usually use this forum to promote client activities, but as I work on planning the PR for this new tour, I keep thinking about all the friends and colleagues who, like me, fit into the "Oh, man, do I NEED this sort of getaway" category. So, I thought I'd give you all a sneak peek and chance for an early sign up. For specifics, check out Tomgirl Tours.

Another Ode to Customer Service

2009-09-23T18:48:00.003-04:00

Last week was my parents’ 50th wedding anniversary. Neither mom nor dad is a fan for big parties, so my sister and I opted, instead, to give them a big gift and a small family dinner at a favorite restaurant to celebrate.

Being very particular, mom and dad have their limited list of fav restaurants. Our first choice was a seafood spot they adore. Mid-market in price, the Maine Fish Market isn't (as my dad would say) "fancy", but the seafood is among the best in Connecticut. The caveat? They don't take reservations. Being in PR and having been a business editor for more than a decade, I scoffed: for a 50th anniversary dinner in honor of loyal customers, AND a party of 10 (including my almost 103-year-old aunt), they would surely make an exception and not make us sit in the bar for 2 hours on a Friday night! So, I called. My answer: "sorry, no reservations." I explained again. The response: "Nope."

My head ready to explode, I tried mom and dad's other favorite: a fabulous Italian spot in Hartford's South End: the First and Last, an independent that has been around since the 1930s. Like the Maine Fish Market, First and Last doesn't ordinarily take reservations. However, I told their lovely employee, Emma, the situation and, voila, we had a table reserved during their busy 7 p.m. Friday-night rush. Further, First and Last has an affiliate Italian bakery, so they prepared a made-to-order cake (dubbed by my 15-year-old, food-connoisseur nephew as “Perhaps the best cake I’ve ever eaten”) at the end of the meal.

I’m not going to tell you what the bill came to, but suffice it to say: significant. The Maine Fish Market? Well, they lost that business. However, much more important than that one big dinner (because, I’m certain, the Maine Fish Market didn’t notice our absence)… is, as always, word of mouth and personal reputation. I wouldn’t just not recommend the Maine Fish Market to anyone looking for a restaurant in the Hartford, Conn., area, I would actively DISCOURAGE it. As for First and Last, well, I (and the rest of my family) are huge fans (PS: if you are in Connecticut, go... and order the Cioppino. Amazing!). I expect not only future dinners, but probably a whole lot of bakery orders, as well.

The moral? QUALITY is not enough. Especially for independent businesses (and especially in this economy): service and flexibility are key. Those are the things that keep customers coming back. An establishment like the Maine Fish Market (est. 1986) might be enjoying 2-hour waiting lists on Friday and Saturday nights now, but when they disregard customer loyalty in favor of rigid rules? Well, let’s just say I wouldn’t expect them to EVER be celebrating a 70th anniversary like the First and Last did last year.

Rules are important, but when it comes to your best customers, service is more important. If you are a travel company with a set itinerary and price, think hard before refusing to re-price without airfare for someone who regularly travels with you. A jewelry firm that doesn’t like to change a gemstone in a design? Reconsider before refusing that service to your best customer. A PR firm that has a set retainer, but is approached by an up-and-comer with fabulous potential? Be careful before you turn them away. Remember: there are a million other businesses out there who will happily take your customers by bending rigid rules to accommodate and honor loyalty. Just ask the Maine Fish Market...

A Small Biz Doing Facebook Right

2009-09-14T19:19:00.004-04:00

I hear some interesting things in my daily journeys. And, given the nature of my business, many of those are things that business owners tell me they have been advised to do by other consultants and PR/marketing agencies regarding social media marketing and publicity. The one I find most amusing (read: aggravating), and that I've, sadly, heard again and again: "don't start a Facebook fan page for your business; market yourself via your personal Facebook profile!" I bite my tongue, except to say: interesting promotional strategy... the social media equivalent of only talking about your wares to friends, relatives, neighbors, and others you already know, then wondering why your business isn't growing.

So, rather than go on about the wrong strategy, I offer up an example of the correct one... my client, Sonia B. Designs. If you aren't familiar with designer Sonia Bitton, she's the fabulous French designer and vibrant personality behind ShopNBC's Galerie de Bijoux. She also has her own e-commerce website for her fine jewelry collection. The manufacturer behind her collection approached me several months back, curious about social media but, like many (most?) small businesses, wary of both public relations agencies and, especially, the ROI on investing in an unknown like social media. So, we started with baby steps... first: a Facebook-specific plan (with a minor Twitter effort).

Sonia already had a personal Facebook page and, sure, she could have started talking up her jewelry to her "friends". Instead, we worked up a Facebook fan page. Elements of the page, content, strategy and outreach were strategically planned by Miamore Communications and Sonia B. Designs and executed prior to the launch. Flash forward six weeks to the present. Sonia B. Designs' Facebook fan page now has 150+ fans... Not, I should add, fans who joined because they are related to the designer, or are friends/business associates invited from Sonia's personal profile. These are true FANS (from whom the company has already derived a number of sales).

To visit her fan page is to witness:

Discussion among strangers (bound only by their love of Sonia's jewelry) about which hoop earrings to buy.
Photos posted by fans of their favorite Sonia B. Designs jewels.
Personal engagement between the designer and her customers. (Initially wary, Sonia now loves the interaction... and, clearly, so do her fans!)

Now (a note to those thinking their personal page is a way to promote businesses), Google search Sonia B. Designs and what do you find? Sonia's Facebook fan page comes up as the 3rd listing... inviting all the world to become fans and, ultimately, growing the designer's outreach and recognition.

There are many exciting additional features still to come on the Sonia B. Designs Facebook page, but, to those who question how a proper social media outreach works, or wonder how I work with clients to help them launch a successful campaign, I'm proud to offer up this awesome how-to example.

What Happened to Good, Old-Fashioned Communication? It Got an Upgrade...

2009-09-07T20:22:00.006-04:00

I have a friend who is decidedly anti-social media. As a corporate lawyer, he doesn't see much use for the likes of Facebook and Twitter in his career. But, further, he's fond of saying: why does a business need these things? What ever happened to the telephone and good old-fashioned personal communication?

I understand that mentality. Little more than a year ago I was a magazine editor in an insular industry and I couldn't wrap my head around "social media", especially Twitter. How things have changed in a year... Both for myself and for the entire "social media" realm. According to August statistics for Facebook alone:

More than 250 million active users
More than 120 million users log on to Facebook at least once each day
More than two-thirds of Facebook users are beyond college
The fastest growing demographic is those 35 years old and older
Average user has 120 friends on the site
More than 5 billion minutes are spent on Facebook each day (worldwide)
More than 30 million users update their statuses at least once each day
More than 8 million users become fans of Pages each day

I am (clearly) now among the converted, as social media marketing and PR efforts have become a major focus of my business at Miamore Communications.

To answer said friend's doubts, I offer up a new Miamore client—an acquaintance from a million (or 10) years ago. We became FB friends through the natural course of social media's viral growth (more scientifically: friends of friends of friends); then she became a Miamore fan. Flash forward two months and here we are, about to start working together. Neither of us probably would have thought of each other again ever if not for social media, much less pick up the phone to reconnect.

And, that's a perfect example of what I always tell clients (especially those who don't quite understand how “social media” is valuable to their businesses): This, in essence, isn't a "new" way of reaching clients. It is the old way, with a new-fangled twist. It is, quite simply, the next generation of word of mouth (here's a great article on that topic). For B2Bs, I equate it to being able to network at an industry trade show event every single day, instead of only twice a year. No longer do you have to buy ads to reach your audience year-round (same for B2Cs), you can, instead, log on to a social network and connect with them directly (much to the chagrin of ad reps and traditional PR people).

Personally, from my own business experiences and the successes of my clients, I am completely confident in saying that social media has changed the nature of business communication forever. And, contrary to a FB post I recently saw, wondering if growing sales via social media was a "trend", I answer: notsomuch… at least not in the colloquial sense. Because as those like me with a fashion background know, things we call “trends” come and go. So, as we witness magazines and newspapers--those vehicles of traditional PR and advertising brand spin--wither and, (sadly) die in increasing numbers; marketing, public relations, brand growth and sales via social media is not so much a trend as an evolution in business. This is the future and, in my opinion, the only way businesses (especially small businesses) will survive moving forward.

Social Media: One Size Does NOT Fit All

2009-08-27T18:45:00.006-04:00

I received two Facebook friend requests this week from people I didn't know. I had at least a dozen common friends with each person, however, so I accepted both. Flash forward a couple days (or, for one of them, three hours) and they are but a friend memory.

First was a woman I'll call Ms. RT, because she updated her Facebook profile umpteen times a day, clearly using tools that simply posted Tweets to Facebook. After a day of "RT @Joe Schmoe..." posts, I ended my friendship with her. If I want to read Re-Tweets, or learn about Joe Schmoe, for that matter, I'll catch up with y'all on Twitter, thankyouverymuch.

Second was a guy I'll call Mr. Confusing, because he littered my Facebook newsfeed with posts on (true story!): social media, technology, emerging financial markets, rock bands, and the water crisis (among others). I'm guessing Mr Confusing was somehow trying to promote his expertise or his business. For that, I applaud him. But, for using a personal page to actively request my "friendship" in an effort to promote his business... when I don't even know him (annoying enough coming from those I DO know), well, Mr. Confusing and I parted ways within a few hours.

My point: social media is not a one-size-fits-all world. Ms. RT's automatic posting of tweets to Facebook felt like someone sending me a letter addressed "Dear PR Person" because she couldn't bother to personalize it. And, Mr. Confusing's business stuff might have actually caught my eye on Twitter, whereas it was inappropriate and aggravating on the feed of my personal Facebook page.

Different social media tools have different applications and each serves a specific purpose. If you utilize them all properly, you can expand your circle and grow your business. If you plow on blindly and use them incorrectly, you may lose "friend"ships (and possible business relationships/opportunities) before they even begin.

If you are a do-it-yourself-er, there are some great tools out there to educate you (I recommend mashable, for one; or search #smm on twitter for a variety of info and tips); if you need more help, give Miamore a shout (or an email, or a Facebook message, or a Tweet...!)

A Social Media PR Expert. Is There Any Such Thing?

2009-08-19T19:51:00.004-04:00

I've had several conversations this week that lead me to this post... and it is inspired, in part, by one of my favorite commentaries on the subject (here), which I read months ago as I was researching and delving into the idea of marketing and public relations via social media (and which is always in the back of my mind).

So, the question: What is a social media PR/marketing "expert"? And, when this communication medium is still so unknown, how does any small business gauge whether a PR consultant (many of whom can spew babble on cue, regardless of their actual knowledge) can help them engage customers and succeed in a PR and marketing environment that is evolving, quicker than we thought imaginable, into a social media-focused world?

I encounter a lot of skepticism in my day-to-day comings and goings. I talk about Miamore Communications' services, emphasizing social media promotions, and see many a raised eyebrow and glassy eye. And, honestly, I run a small business, too, so I completely understand. I also encounter my fair share of "social media" babble in both the real world and via mediums like Facebook. Everyone is scrambling to emerge as an expert. But who really is?

Granted, I'm one of those people touting social media marketing and public relations expertise. But (and PR folks may see this as a detriment to my business, but I see it as a bonus): my background is that of a journalist. Meaning: the facts, honesty and transparency are key to me personally, and, thus, to my agency. So, if you are pondering who to hire for social media expertise, I offer my own services but, first, I offer these key pieces of advice. They may lead you to work with Miamore Communications, or they may lead you to another consultant. Either way, I've succeeded if they lead you on whichever path you choose INFORMED. My advice:

1) Understand the difference between "traditional" expertise (ie, PR 1.0) vs social media expertise. In the words of one of the foremost experts on the subject: "the business of PR IS in a state of paramount crisis". And (in my words): traditional PR and marketing folks are in fight or flight mode in an effort to survive. So, if you're seeking out knowledge, first know the difference between traditional PR and P.R. 2.0 (more here)

2) Frankly, there's reason why PR/marketing folks are known as "spin doctors". My point: trust no one at their word.

3) Check out that earlier link (here) for tips on vetting candidates.

4) Ask for references. Not references to speak to a candidate's qualifications in the old PR or marketing world, but references who can speak to someone's skill at social media promotion.

Finally, and, to me, MOST importantly:

4) Investigate how the candidate is operating their OWN business in the social media realm.

Number 4 is the clincher for me. Any 4th grader who spends 20 minutes researching social media can come up with and throw around the word: "engage". So, digging a little deeper, I'm astounded by those PR & marketing people who promote themselves (and, worse, are being PROMOTED by groups, industries, etc.) as social media experts, yet have (and these are key):

a) No blog for their own company

b) A blog so stagnant it is growing mold

c) No Facebook fan page (or a page that growing the same mold as its blog)

d) A personal Facebook page that promotes their business (a MAJOR violation that can lead to them being shut down by Facebook and, logically, to your business being shut down if you are following their advice)

e) No Twitter presence

f) A blank stare when you mention Digg, Stumbleupon, Technorati, etc.

Fundamentally, if a PR/marketing person is telling you they are a "social media" expert, check their credentials in that specific area. Any publicist can talk the talk. But when you are a small business spending valuable dollars on promotion, forget what they did in the past; make sure they can walk the walk and lead you on that stroll into the future.

PR Rules of Engagement 101: Be a Resource, Not a Vandal

2009-08-09T17:33:00.004-04:00

A great way to get your name out there among potential customers is to become an active contributor on well-read news sites or blogs that address your niche, and in popular social media “gathering places” (i.e., Twitter or Facebook pages) for your target audience.

This P.R./social media marketing tactic has a clear goal: to build your credibility, generate interest in your business, and establish yourself or your brand as an expert in a specific field. It can be an enormously successful way to promote yourself. It also requires some rules of engagement… the emphasis on engage. Success lies in being credible and engaging, not a promotional hijacker.

An acquaintance of mine, let’s call him Henry, recently complained to me that a comment he’d posted online, in response to an article written about a competitor, had been deleted by the author. Curious, I asked for details… and soon realized that Henry, a lovely person and bright businessman, was also a social media vandal.

The story: Henry had a similar product and perhaps even greater knowledge of the subject than the business profiled in this article, so he jumped in with a “comment,” which is exactly (he complained) what I advise, and what I practice as the spokesperson for Miamore Communications. When he went back to check the post again, he was unpleasantly surprised to see it gone. Me? I wasn’t surprised at all. Henry, you see, had (anonymously) posted something to the effect of “Henry has even more/better stuff. Check it out!” Which I can only describe as, roughly, the equivalent of taking spray paint in the dark of night and writing his company’s name on the wall of his competitor’s store.

Still miffed and perplexed, Henry asked me how his action differed from Miamore's comments on various news sites and blog in my field. My answer: I comment when I can add value to a story or a post by sharing, for example, an experience or research on the topic being discussed. Because the same rules apply online as in a face-to-face setting. That's a pretty basic principle but (I've realized from various conversations with social media newbies), one oft-overlooked by those unaccustomed to this promotional strategy, and emboldened by the anonymity of sitting alone in front of a computer.

My advice to any businessperson in that category: the next time you read something online and think to yourself: “well, I know that subject better than they do,” seize the opportunity and comment! But, before you type, imagine you are in an auditorium filled with your peers, and the person who wrote (or is written about) in the story is standing at the podium taking questions. You wouldn’t crouch down and yell “Do business with me! My company is better than his! I know more than he does!” Instead, you would state your name and share your expertise via a well-crafted question or comment. Essentially, you would be polite, think before your speak, and take advantage of a golden opportunity to enhance your credibility before your community.

In a nutshell, please remember: the online or social media community may be a “new” world, but it runs by the same old rules of etiquette as the real world.

Is Your Social Media Strategy Looking as Abandoned as My Lawn?

2009-07-30T20:05:00.004-04:00

As I drove up my long driveway this evening and winced, I realized that many companies’ social media marketing strategies remind me of my lawn. (What? you ask? Let me explain…)

I have a relatively large front yard, and friends keep telling me I should just hire a lawn service. My thought: sure, I’m very busy, but c’mon, I can mow my own lawn, for heavens sake! I think it’s my dad’s voice screaming in my head: “Why would I pay someone to do what I am fully capable of doing myself?” It is a sentiment to which any child of a military man or any small business owner can relate.

The result of that thinking? Well… let’s just say I’m laying low, as I’m sure my neighbors (rightfully) roll their eyes at the eye-sore of a meadow my yard has become because I simply have not had time to address it. Sort of like the eye roll I (and customers) experience when I see the blogs (or Facebook or Twitter accounts) of companies who asked for advice from a consultant or, perhaps, read a few articles, then said: “for heaven’s sake! I can do that myself!”

Of course they can! Just like I can mow my own lawn. But, do they have time to do it properly? Or are they announcing their social media presence to the world with great enthusiasm, then getting caught up in the more important tasks of their day-to-day business and letting their P.R./marketing efforts go to pasture? Too often, the latter. Leaving an abandoned Facebook fan page or a blog that hasn’t been updated in several weeks… meaning they are not only forgotten but, in this age of instant-information and constant communications, perhaps also have lost some credibility with their fans or followers.

Not. Good.

If you can’t stay abreast of social media or your public relations outreach, and you won’t get help to assist you in doing so, then my best advice is to avoid it altogether. Not a wise business strategy, given the increasingly competitive marketplace and the importance of having a social media presence to communicate with discerning consumers, but much wiser than appearing lazy or inattentive. Of course, those perceptions are clearly not true, as small business owners have roughly a gazillion things to address daily. But, well: appearances are everything.

So, lest you think I’m judging, I will openly admit that I’ve neither hired a lawn service nor hauled the mower out of the shed, as I still convince myself that “I can do it!” (to the chagrin of my poor neighbors). Business, however, is business. So, were I trying to interest buyers in an effort to sell my house? Well, then, let’s just say I’d have the lawn service on speed dial. Because paying to communicate a good impression is far less expensive than trying to erase a bad one.

How PR Works for a Small Biz (Let Miamore Count the Ways...)

2009-07-23T19:32:00.006-04:00

By now, if you are a regular reader of this blog, you already know about my client Tomgirl Tours. Tomgirl's CEO, Lori Carr, is a dream client for a boutique PR firm: she runs a small (relatively new) business that has a fantastic story and an innovative niche (all-inclusive adventure and culinary girlfriend getaway tours to the most AMAZING places). Better, she understands that, regardless of the economy at the moment, a higher-end company that doesn't get its name out there and doesn't remain true to its upscale image has little hope of surviving, much less growing. Better still, she gets both the importance of social media marketing and the fact that even a small business needs to delegate and can't do everything on its own.

Miamore Communications has been working with Tomgirl Tours for 10 weeks. In that time, Miamore hit the "traditional" media, of course, but also encouraged Tomgirl to experiment in the social media realm. Lori gave me a relatively loose leash (did I mention that she's a dream client for a publicist?!) and stepped outside the small business comfort zone.

So, after just 10 weeks, what does Tomgirl Tours have to show for their investment in Miamore Communications and a public relations campaign? Here are some are some highlights:

Traditional media:

An extensive on-air interview with Stephanie Abrams, the world's foremost radio travel expert (who boasts syndication in every major and minor U.S. market). Click here.
Major coverage in both the leading travel trade magazine (here) and one of the New York metro area's top leading daily newspaper (here)

Social (or online) media:

A dedicated Twitter media account that is not only followed by, but has established communication with, travel-specific reporters and bloggers
A new blog that generated 100+ hits in just its first couple days online
Mentions in 200+ (ok, honestly: I'm not a statistician; I stopped counting around 180, when my eyes blurred) travel websites and blogs
A doubling in traffic to Tomgirl Tours' main website the weekend the blog launched (and was promoted via various social medium)

Big public relations firms love to "spin"--everything from facts to numbers. I am a fan of neither the traditional PR machine nor "spinning". As a former journalist, I instead advocate transparency in publicity efforts. However, if I were to play that game--and, with clients always reporting back to me with big-firm "spin"--I will play that game for a moment: in little more than 1 month, we have achieved more than 65,000 online impressions for Tomgirl Tours. For a brand like Chanel, that's child's play. For small companies that (be honest) rarely generate more than 25 impression a day? That's pretty major.

My point: clearly, times are tough. But, if you are a small firm, you don't need a million-dollar marketing budget, nor a slick PR firm, to grow your reputation and business. But you do need to delegate and find a specialist--devoid of spin--who understands both the nuances of the rapidly evolving public relations world, and the financial challenges you face as a indie business in a tough economy.

An Industry Uses Social Media to Mourn Traditional Media

2009-07-20T18:12:00.005-04:00

Today was an interesting day for those in the jewelry industry. One of the venerable old B2B magazines, Modern Jeweler, ceased operation. This comes on the heels of another venerable old brand, JCK, (my former magazine) coming within inches of suicide by annihilating its staff several months ago. These are magazines that each boast a 100+-year history.

All afternoon, Facebook and Twitter were abuzz with the news. My own FB post alone received multiple replies almost immediately. Most agreed with my statement about being saddened by the news (and it is, indeed, incredibly sad). There were comments that ranged from "hating" what is happening to the industry, to horror that knowledgeable voices were being silenced, to "what will be left when we get through this recession?"

As someone who worked within this tight-knit industry for more than a decade, I can relate to the sentiments entirely. The fine jewelry industry, perhaps more than any other, resists change and values its old-school "relationship"-based history. However, as someone one step removed, and now very much immersed in analyzing the changing media as I strategize forward-thinking brand development and public relations/marketing plans, the contradiction between sentiment and reality strikes me as an astounding study in modern "communications"... for not just the jewelry industry, but for businesses, journalists and PR specialists in any field:

Several hours post announcement, Facebook and Twitter continue to buzz about the news that the industry has lost a respected traditional B2B magazine. At the same time, of the three remaining jewelry B2B pubs, only one has posted the news on their website (there is nothing to be found about it on the other two major jewelry publications' sites). Further, the one magazine that did post a story received no comments about it.

And therein lies the irony. If ever there was a clear-cut example of how social media is reshaping the world of business--and sidelining traditional media that doesn't keep up--it is this event today. One of my FB friends expressed hope that the editors of the now-defunct magazine will maintain a social media presence. I second that... while the "traditional" publication may be gone, the vast knowledge of its editors need not be lost. Instead, take this news and the resulting reaction is a perfect example of how media (and business) is evolving. While change isn't ever comfortable, and no one is certain of what lies ahead, at least one positive seems assured: Whatever may come, the voices are not silenced and information is not stifled... I'd venture to say the voices are louder and clearer; and the information is spreading at a faster rate than ever before. Instead, the mode of communication is simply evolving.

Networking: A Business Basic Worth Revisiting

2009-07-08T15:27:00.009-04:00

I've had networking on my mind this week. And by networking, I mean the good old-fashioned, face-to-face variety. Amid the myriad of things you must do when launching a business (or maintaining a business, or growing a business!) is networking until you think you can't possibly smile anymore. And then, networking some more. While I'm clearly a huge fan of social media and other promotions, nothing beats getting your face out there and forming personal connections.

Yes, this is Business 101. Yet the subject of networking has come up randomly in several conversations this week and I found a common feeling among a variety of business professionals: networking is, at best, tolerable and, at worst, miserable, for one main reason: too many groups that claim to be for networking really amount to private clubs. As one businesswoman so hilariously said to me this week about a certain local business "networking" group: "I stopped going; they're so clique-y that I forever felt like the fat girl at the junior high school dance." I've had my own similar experience with a particular women's group that I can only describe as slightly less inclusive than the characters in the film Mean Girls.

Baffling, isn't it? The basic idea of networking is to expand your contacts and, ultimately, grow your business. And, especially in this economy, who doesn't need to do a little of that?

I offer up as a positive example the Central Rhode Island Chamber of Commerce. Admittedly, after said experience with the "Mean Girls", I most definitely fell into the networking-is-a-necessary-evil category. This week, however, I walked into a Chamber event, knowing not a soul in the room, and was met by an "ambassador" Terri Abbruzzese of Warwick RI-based PuroClean. Terri introduced me around and generally made sure I felt comfortable and welcome. Helping her in that task was, well, pretty much everyone else at the event. Ahhh, I thought. A networking event where people actually want to network. Heaven!

I understand from my own experience in groups where I was a long-standing member... it is all too easy to fall into the comfort zone of chatting with those you already know. But, consider: by not introducing yourself to that fat girl at the junior high school dance, you just might have missed out on meeting the love of your life or the most loyal best friend of your life. Don't similarly let opportunity slip away for your business.

Think Social Media Is for Kids? Think again...

2009-07-01T18:16:00.005-04:00

I've had several business owners tell me they are hesitant and don't know if they should use Twitter, Facebook, and other social media for business purposes ("Teenagers aren't my audience" is a favorite objection). While I scratch my head at that idea, I do understand: this is a new frontier and many still cling to the outdated social media stereotype set long ago by the likes of MySpace.

Research on social media use is scattered and spotty, with no major, well-known authority. So, I've been on one of those get-lost-in-cyberspace hunts to track down data. To keep things as orderly as possible, I focus here on the hottest social medium: Twitter. What I found didn't surprise me, but it might surprise those who resist because they think social media is for their teenaged kids, not for their own business. Here is some key insight (follow links for full reports):

Only 22% of Gen Y uses Twitter
It is not the 18-24 year-olds driving Twitter growth; it is the 25-54 year-olds (specifically, the 45-54 year-olds)
Nearly 3 million unique visitors (in February), or 42 % of Twitter's audience, is 35-49 years old
52% of Twitter users are 35-50 years old (with 20% of all users 50+)
26% of Twitter users have a household income of $100,000 or more

Enough? (If not, let me know, I'm obsessed at the moment!) The point is, there is a major shift in business right now; specifically in marketing a business (and, of course, in the field of public relations... but that is another post).

As I do this research and sense the change, it reminds me of a personal family story: I'm not sure of the date, but sometime in the late 60s/early 70s, my dad, who was in the military, was offered a job in a craaaazy new area: computers and networking. As a man with a young family, it was a risky proposition that raised the skeptical eyebrows of my grandparents. Dad, however, took the leap (and, needless to say, never regretted it). So, was he a visionary or a wild risk taker? Not really. He simply did his homework and smelled the winds of change.

Now, four decades later, when I hear resistance to social media and this undeniable evolution in the marketplace, I bite my tongue and offer the data above. On the inside, however, I'm screaming: Hey! Can you smell that?? It is those wind of change again...

A Tribute to a Great Lady and a Lesson to Remember...

2009-06-28T21:16:00.005-04:00

Today I spent time with my great aunt, Emily Brown. Aunt Emily is 102, sharp as a tack, independent, beautiful b-e-y-o-n-d words, still lives completely on her own, and has survived: two husbands, losing a fortune in the Great Depression, running her own business when women didn't do such things, and countless other challenges since her birth in Eagle Lake, Maine, in 1907. (Right, Aunt Emily watching the balloons we released at her 100th Birthday celebration in 2007).

The setting today: a nursing home in Manchester, Conn.; the situation: her baby sister (my 92-year-old grandmother) needed help getting from her wheelchair into bed. My dad and I had already asked for help, but it was slow in coming and grandma was painfully exhausted. Aunt Emily, ever impeccable in her trademark 2"-heels and pearl strand necklace, took off down the hall with her cane (dad and I knew much better than to try to stop her). She returned, hugged Grandma, settled into a chair beside me and assured us all: "They'll be right here."

She then leaned in and informed me: "I asked if they could send someone quickly and they said yes, so I said, 'You won't forget now, will you?' and I smiled." Squeezing my hand, she added wisely: "Remember to always smile and be kind. It is the best way to connect with people, and the best policy, no matter what."

No more than two minutes later, two aides were there to help Grandma.

So, here's to my Aunt Emily, the very definition of a "Great Lady", and her simple (yet, oft-neglected) lesson, which has led (and continues to lead) her through life's challenges. May we all smile and remember it...

Social Media PR 101

2009-06-28T19:00:00.003-04:00

For many small businesses, marketing via social media is still a great unknown. I hear time and again: "I think I need to 'do' social media, but I'm just not sure..." This is usually followed, at some point by: "How do I know if a social media program is worth the cost?"

Understandable. Businesses want deliverables. Especially small businesses in this economy. They want to see a tangible return on investment. If you are one of those business, please read this article, as it is the best explanation I've seen on social media ROI.

Also, I offer my own take... an uber-simplistic explanation of social media's power. Social media "PR" is a matter of dialogue and building relationships via give-and-take conversations on various social media. That said, imagine the vast universe of your potential clients and customers. Now imagine they are residents of a small town. Let's say you (clearly, an example for the women out there) just moved to this town, and that your favorite hairstylist is now 500 miles away. How do you find someone with whom you can entrust your tresses? Generally, you have three options:

Look at ads in local publications. (Ahhh, there's a pretty ad, but clearly the salon wrote their own advertisement)
Search for media coverage of salons in the area. (But where to look? And where do I find time to search?)
Ask for recommendation from your very stylish neighbors.

Now, say each of the three examples above yield the names of different salons. Which would you be most likely to trust?

Okay, back to your real self as a small business owner trying to reach that customer:

Option 1 is clearly the paid-ad route. It can be effective, but today's consumers are savvy enough to understand the bias in what they are reading.
Option 2 is the traditional PR route, which can also pack ooomph (but, honestly, given the state of publishing today, not quite the power it used to have)
Option 3 is social media. People talking to other people about brands with which they feel a relationship or connection.

In sum, this scary new world of "social media" is really just a new-fangled, global approach that taps into what has long been the most effective way to grow your business: strong relationships and word of mouth. In today's global marketplace and Social Media age, consumers seek out recommendations in a cyber, rather than geographic, neighborhood. So, what is a social media PR strategy "worth"? Well, the answer can be found in whatever worth you've traditionally placed in fostering your strong reputation and positive word of mouth.

Marketing to Women: A Success Story

2009-06-26T18:33:00.006-04:00

As my friends and family will verify: few things make me happier than being right (please, no comments from said friends and family). And, yesterday evening, certainly unwittingly, Ameriprise financial planners in Cranston, RI, proved me right. Specifically, they confirmed all the reports I wrote during many years reporting on the financial and buying power of women.

At the gracious invitation of Lori at Tomgirl Tours, last night I had the pleasure attending Ameriprise's "Girls' Night Out" event, a small gathering of professional women at Ameriprise's office in Cranston's Garden City shopping center. Not sure what to expect, I found myself greeted by three warm, funny and friendly (and, most importantly, no-pressure) financial planners: Christopher Di Fronzo, Christopher Hager and Eric Tunstall. From there, I was able to network with my peers for a while, and met some fabulous women. Then, Ameriprise offered a short (again, I stress: no pressure) introduction to their services, with a slant on how women (or anyone) can navigate these trying economic times.

From there, the evening evolved into an entertaining wine tasting and education hosted by the fabulous Marc Guillotte, of The People's Liquor Warehouse in Apponaug, RI. I'm sure there are countless others who will agree: there aren't many business networking events you attend where you (genuinely) laugh until you almost cry, and aren't perhaps watching the clock and the door for an escape route. This was one of those rare occasions. Indeed, the event was scheduled from 6 to 8 p.m. and when, at 8:30 p.m., guests were asked if they wanted to leave, most stayed in their seats. Yes, in one short evening I experienced exactly the lessons I preached so many times as a business journalist covering the high-end market, and those I continue to preach as a publicist for small, upscale businesses:

Women have the financial power in today's economy
Women need to be marketed to in a completely different (aka: low-pressure) way than men
Build relationships, and business will follow
Make lemonade: look for ways to make the most of a "bad" economy for yourselves and, more importantly, your customers

So, at approximately 9 p.m., after a three-hour event that surely required a lot of pre-planning and coordination (along with an investment by Ameriprise, which offered a lovely spread of food, and the People's Liquor Warehouse, which brought the fabulous wine we all sampled) what did these companies have "to show for it"? Did Ameriprise have any contracts signed on the dotted line? Did the People's Liquor Warehouse have any receipts for sold bottles of wine? Absolutely not. But, did 25 well-connected local businesswomen leave that room feeling so confident in and connected with their hosts that, whenever they (or, perhaps, more importantly: their friends via word of mouth) are looking for financial planners, they know exactly where they will go? Absolutely. And, when they are shopping for wine, they know what store they will patronize? Absolutely.

And that, my friends, is how a business taps into the financial strength of women in their community. Better yet, it is how they turn a "negative" (the economy) into a "positive" (how to survive it and thrive). And, from my view: best yet, it is public relations at its finest.

Are Celebrity Brands Still Relevant (and Working)?

2009-06-24T09:31:00.006-04:00

So, another celebrity has jumped into the "designer" fray. Christie Brinkley--model, mother, serial-wife--is adding jewelry designer to her resume. Brinkley teamed up with retailer Ross-Simons to launch the Christie Brinkley Collection. While the line is actually well positioned with great prices (ring, below, is $125) and stylish (if not innovative, with floral, heart and boho themes) design, I'm curious about the whole "celebrity" angle. Is it still relevant? Does this strategy work in this economy?

It may very well be that I'm jaded. First, I wrote through the years about far too many "celebrity" fashion and jewelry lines, most of

which barely registered a blip on the mainstream style radar

(um, Brody Jenner, anyone?). Second, I'm currently absorbed with the business of independent designers, artists and boutique luxury-service providers. Granted, this is a definite PR success for Ross-Simons (if this were just an unbranded line I and many others probably wouldn't pay it much attention). But, given that consumers seem to be focused on value over image right now, it seems to me that, while celebrities are still helping to drive fashion trends, the general idea of celebrity brands may be reaching the saturation point. I'm very curious to hear thoughts on the subject...

Luxury: The Good Thing About All the Bad News

2009-06-23T09:21:00.008-04:00

After a busy few days, I caught up this morning on the news and walked away with my head a-spin, between high-profile bankruptcies and foreclosures, and reports about luxury spending.

From a business standpoint, I cringe. But, honestly, digging a little deeper, I find myself encouraged and confident that this reality check will help the luxury market emerge stronger and more true to itself.

Perhaps it is partially the old-school New England mindset drilled into me when I was a kid growing up in Connecticut (I can't count how many times mom shook her head and said: the truly wealthy don't put on a show). In my neck of the woods, the "rich" people drove boxy Volvo wagons (before Volvo luxed themselves) and wore L.L. Bean. So, when I started covering the luxury market as a journalist in the mid-1990s I experienced quite a culture shock. That shock came mostly from displays by people who owned small businesses, yet lived (to quote mom again) "like Rockefellers". Private jets, $10,000 bags, over-the-top real estate. Wow. How did they afford that stuff?

As bankruptcies pile up, I realize: they couldn't. Somehow, over the past 15 years or so, "luxury" became all about hype and image. Spending (on credit) was the way to go. Obviously, I'm not stating anything we don't all already know (and perhaps I'm sounding like a broken record). But, as our collective fears are stoked by each wave of bad news, and as we scurry to find our way through these times and regroup for whatever the future of "luxury" holds, I stand firm in my faith that the luxury market, however gradually, will not rebound as much as reemerge. Those companies who remain focused on quality, live and work within their means, and base their businesses on value (rather than hype), will be those who survive and define the future of "luxury"... Not unlike those who defined the word to begin with.

When a Tweet Isn't at All Sweet

2009-06-21T00:53:00.006-04:00

Integrating social media outreach into public relations strategies is a major part of my business. As such, Twitter is among the tools I routinely recommend, especially to small businesses. Like any medium, Twitter has benefits and drawbacks. And, while I'm confident the former outweigh the latter, I have my moments when Twitter makes me a little loony.

Here's my highly technical recommendation to those who are starting to use or are considering using, Twitter as part of their business: don't be annoying.

I speak here to newbies, as I find I am most often asked: "How do I Twitter"? Well, to start, avoid these three major Twitter offenses (and if you disagree, I'd love to hear feedback, as we're all navigating a new s.m. world)...

1) Tweeting for the sake of tweeting. Yes, it is vital to be authentic and genuine, so sharing non-biz related tweets is important. But balance is key. If you're tweeting 12 times a day to update on every errand you ran and chore you did, or if you post 14 random quotes or 32 links to favorite songs--essentially tweeting for the sake of tweeting--I say one thing: Please, stop. You might have 1,000 followers, but there's a chance 800 of them are just too lazy to un-follow you.

2) Saying the same thing over and over and over (and over...). Promoting yourself is great, but find a relevant new way to communicate your message. Link to a news story or blog post, or find others who share or support your mission and give props. Really: if your followers didn't respond the first 400 times you told them the exact same thing, chances are they won't the 401st time, either.

3) Holding personal conversations in public. @JohnDoe is a great tool to foster a personal connections on Twitter. But once you and John Doe are connected and want to have an extensive conversation, be kind and take it to another place so your followers don't have to scroll and scroll and scroll through your personal communication.

While Twitter and other social media are new and unknown for many, remember: when you boil these down to their essence, they are simply ways to communicate. That being the case, the same rules of apply here as they do in any form of communication: Don't be pushy, think before you speak, listen carefully and, most of all: be considerate of others.

Still Doubting the Use of Social Media in PR? Read On...

2009-06-19T17:42:00.005-04:00

Here's a must-read article for those questioning if they should utilize social media as a public relations strategy. The answer: well, the Public Relations Society of America is so convinced that it's the primary focus of the annual conference. My favorite quote:

“I think many are doing a disservice to their companies,” said Michael Cherenson, the chair and CEO of the PRSA. “Now is not the time to hibernate. To be understood, you have to understand.”

It's the Little Things That Count

2009-06-17T20:09:00.005-04:00

I'm a stickler for customer service. I've written here, and in numerous editorials during my tenure as editor, about how to earn repeat customers. Clearly, making judgements on customers is a bad idea, as I've already posted. But what little things make a one-time shopper a loyal customer?

Almost everyone can name a favorite place to shop or dine. And, aside from those who are label-obsessed, it usually boils down to the experience. My sister in Connecticut, for example, is loyal to Michaels Jewelers, because the salespeople are friendly, non-assuming and offer little things like jewelry cleaning while she shops--regardless of whether she's spending $50 or $5,000. My best friend, Jenn, a high school teacher in the D.C. area, meanwhile, shops at J. Crew because the mega-brand gives props to hard-working (and underpaid) educators by offering a 15% discount.

My own personal favorite example: Tim Hortons. For those not in New England, Tim Hortons is, roughly, a regional competitor of Dunkin Donuts. Being a coffee fiend constantly on-the-go, I stop for coffee, on average, once a day. When I moved to Rhode Island last year, I drove right past this unknown Tim Hortons and headed for the DD I knew from New York. Until, that is (I don't remember why, but) I hit the Tim Hortons drive-thru in Westerly about a year ago. As usual, my lab pup, Mia, was in the backseat. We pulled up to the window and along with my coffee (which is also, I should note, cheaper than DD), the employee asked if Mia would like a Timbit (Tim Hortons equivalent of a DD Munchkin). Well, with that, Tim Hortons certainly earned a loyal customer in Mia. Like most with fur-children, I'm a sucker for my pup. So, I was thrilled that this chain-restaurant offered a little something special to my little girl.

As a result, I avoid Dunkin Donuts (even when Mia isn't with me) and seek out Tim Hortons. Now, I'm not a mathematician but, by my rough estimate: in a year, Tim Horton has invested $50 in free "timbits" for Mia. In return? They've made about $600 in profits off my coffee purchases. Dunkin Donuts, meanwhile, with higher coffee prices, has lost roughly $900.

Interesting food for thought, no? Generally, as this example illustrates, it's a matter of seeing the forest and ignoring the pesky trees. Sometimes merchants think they can't "afford" to "give" things away... even little things, regardless of what they may mean for customers. But, when you break down the numbers, the question really is: can they afford NOT to?

Bravo to Upscale Boutique Firms Who Create Their Own Opportunity

2009-06-10T20:54:00.007-04:00

Clearly, this is not a good economy for small, luxury, boutique firms. Or, wait. Is it? Well, it all depends on your frame of mind, I say. If you think creatively and find solutions, these economic times can be spun from gloomy to bright. Opportunity, afterall, can come in strange disguises.

Last night, one of Miamore Communications' clients, Tomgirl Tours, proved this truth. A little background: Tomgirl Tours is an upscale, boutique travel firm specializing in culinary and adventure travel for women. Tomgirl founder (and dynamo) Lori Carr loves to travel; but she also loves her hometown (and my new one): Providence, RI. As such, Tomgirl is offering three culinary tours of this gorgeous, quintessential New England town this summer. Click here for details on the tours (al fresco cooking course on the rooftop of a boutique hotel, anyone? How about a progressive dinner in Federal Hill, an Italian neighborhood with restaurants that can whup the best any larger city may claim to boast?).

Despite the obvious appeal of these tours, as we all know: this is a rough year for the tourism (and most other) industries. But Lori is not deterred. Instead, she is inspired... so she joined forces with the Hotel Providence (you MUST check out this hotel. I had a tour and, forget visiting... I'd like to live there) to host a special event last night. The guests: travel

agents. From afar? Notsomuch. About 20 agents from the local region attended. The payoff, aside from learning about Tomgirl Tours and the gorgeous Hotel Providence? A colorful narrative and conversation with Providence icon and former mayor Buddy Cianci (right, with Carr). Now this, my friends (if you've been under a rock for the past 20 years) is a man who can sell the region.

The result? Well, for starters, busy travel agents who agreed to come from 6-7:30 p.m. happily lingered til 9. Notes were scribbled, press kits devoured, and, I'm confident, some New England "staycations" will be sold.

The moral: Lori and Tomgirl Tours, along with the Hotel Providence's incredibly gracious Mark Feinberg, are two spectacular and inspirational examples of upscale boutique firms taking the economy's lemons and making sweet, sweet lemonade...

Fashion Trends from the Tony's

2009-06-08T18:48:00.011-04:00

Old habits die hard and, after a decade covering fashion and jewelry (and noticing that none of the jewelry industry mags reported on the Tony Awards today), I couldn't resist lending a hand, donning my old "fashion editor" hat, and offering my expert trend report (aka: spouting off my opinion).

First, my personal favorite. Seriously, had my invitation to the awards not been lost in the mail, I totally would have worn the same ensemble as Anne Hathaway (right). Love how she went subdued in black and diamonds (appropriate for the times), but then added her own personal touch (and, perhaps, a statement on optimism) with those killer red shoes. Perfect!

Okay, now for the trends... Honestly, not much new to report in the jewelry category. Dangly drop earrings were the fav (no shock there), though I was a little surprised to see a bit more "chandelier" than we have during the past year. Something to note, in jewelry, we're seemingly moving away from the linear drop earrings and the bolder shaped drops, and back toward the more feminine, chandelier-ish look.

The big trend in fashion? Jewel tones. Vibrant-hued gowns (greens and purples seem to be the most popular, see below), especially with coordinating gemstone cocktail rings. And, for a rare something-new-under-the-sun take: those jewel tones paired with black (love it!) Both dresses with black accents... either in the design, like Lauren Graham, (left) or matched separates like Hathaway's ensemble. Also: vibrant jewels set in blackened metals. No doubt this trend: saturated hues are something to keep in mind for fall and holiday.

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Twitter, How Does a Small Biz Love You? Let me Count the Ways

2009-06-06T18:47:00.009-04:00

I'll admit, six months ago I was one of those who rolled their eyes at the mention of Twitter. One of my former colleagues started tweeting last fall and my response was something to the effect of: Do you not already have ENOUGH to do? Okay, Jen, you were right because, fast-forward and here I am, a tweeting faithful.

Catching up on my reading today, I found Time's cover story on Twitter, which led me to this report on how Twitter will change the face of business. Right on the money, I think. And I say this not just theoretically, but as someone with concrete examples of its benefits. I launched miamore communications just a couple months ago. And, through Twitter, found and

connected with several potential clients I would have NEVER met otherwise. As a small "boutique" business, serving others in that same category, Twitter is a priceless networking tool for me. It helps level the playing field for small businesses like us. Ten years ago, if a boutique firm with a limited budget wanted to reach (or find) customers and resources, it was nearly impossible to compete against corporate firms with their immense marketing and advertising budgets (thus, of course, the sad decline of mom-and-pops). Social media like Twitter, however, allows us to communicate with customers and peers in an environment where personal interaction has far more value than glitzy ad campaigns.

I'm asked (a LOT): what is the POINT of all this social media? Well, I've formulated my response: Twitter alone is growing at an incredible rate (32 million users this year, vs 2 million in 2008) and old-school print media is sputtering, leaving enormous brands and chains scrambling to "do" social media. But, there are blogs and reports all over the web where those "traditional" public relations gurus admit to being lost in this new world. It makes me think of a small race car up against a tandem trailer. Sure, in the "old" PR and marketing world those tandem trailers ruled the roads, leaving little room and a frightening experience for those of us driving our own little vehicles. But, on this new highway, with it's quickly changing nature, we are suddenly much better equipped to navigate and control the road.

So, yes, I have become one of the converted for many reasons. I'm loving how social media allows us all to "spread the word"... which, after all, is miamore communications' tagline and mission.

Are your connecting with or, unwittingly, alienating clients?

2009-06-05T20:52:00.011-04:00

It is a rainy, chilly night on the Rhode Island coast. After a crazy week that included whirlwind travel to the jewelry industry's biggest trade shows in Las Vegas, and a lot of work on a fab new promo kit for Tomgirl Tours, I'm reaaaaaally happy for an excuse to be tucked into my cozy Victorian house in Westerly for the night. Seeing as I find cooking a great way to relax, I went to the grocery a few hours ago to get all the ingredients for my favorite Greek feast (for those New Yorkers out there: yes, you can take the girl out of Astoria, but you can't take the Astoria out of the girl... even if she has to make due with sub-par Feta. Sigh...)

Anyway, after hitting my favorite market, I realized the only missing element for a proper rainy-night feast at home was a good bottle of wine. Now, if you don't know Westerly, RI, here's the scoop: there are two really good wine shops in town. One is right on the commercial strip and very convenient to the food markets. The other closer to downtown and a bit out of the way from the groceries. Tonight, as every night when I want a good bottle... despite rain, being tired, and having a stir-crazy restless puppy in the backseat, I drove right past that "convenient" store and drove a few miles out of the way to Dick's World of Wines. Why? Well, while the other store has a great (perhaps superior) selection of domestic and international wines, I haven't set foot in there since last October. See, in October, 2008, I was preparing a special birthday dinner for a friend and needed the perfect bottle of wine. So, on that afternoon, after a looong walk on the beach with Mia, I stopped at said wine shop to find a great red to match my (if I do say: AMAZING) seafood risotto. And my experience is what has lead me to Dick's, even if out of the way, ever since.

On that October afternoon, I wandered the wine shop, (props to them for this:) an employee

approached me and asked if he could help me find the perfect wine. As a luxury publicist (at the time, editor), I was impressed by the service and told him exactly what I was preparing for dinner, and that I was specifically looking for a red that would match. It was at this point that I felt/saw the "once over". You know: the judgement that too many purveyors of higher-end goods and services make. So, he led me to a (actually) great and very affordable French red. However, as he recommended it, he said: "This is the only one in this price range (under $15) I'd recommend." Um. Okay. At NO point did I say that something OVER $15 would break my budget. In fact, we never discussed my budget whatsoever. He made a foolish snap judgement based on my appearance. It is the biggest mistake any upscale business can make

So, that was it for me. Actually, it was a very special dinner for a very special person in my life. Granted, the wine ended up being fantastic but I would have spent much, much more than $14.99 for a bottle. But I would have felt a whole lot better had some liquor store employee not insulted me in the process. Not that I'm a gazillionaire who wants to spend hundreds of dollars on a bottle of wine, but the statement by this person was clearly a condescending judgement based on my appearance.

After 3 miles on the beach, I didn't look the part; but THAT is the point. Luxury customers--especially in this day and age, don't necessarily "look" the part. We shouldn't NEED to. Perhaps he would have kicked himself had he seen me leave the store and climb into my late-model Saab. Yes, the wine was great but, really, I don't need for a wine shop worker to pass judgement on me. And I have NO intention of dressing up in order to be treated properly in a LIQUOR store. Hello? Welcome to the 21st Century, folks.

Bottom line: since October, I've probably bought a lot of wine. But, since that date, I haven't been back to that shop. As such, they've lost a whole lot of sales. If I went back and mentioned this experience to that particular employee, he'd probably be shocked... as this is a shop that clearly focuses on customer service.

My point? Even if you are approaching and believe you are connecting with clients... are you really? Or are you, even then, making judgements that leads to a loss of sales? Indies can NOT afford to make this mistake. So, as a sip a glass of nice red (purchased at Dick's) and finish preparing my Greek feast, I wonder how many other customers for wine, and who knows how many other products and services, have had similar experiences...