Older, Affluent Consumers Go Social

To get your target market to hear your brand message, you must be sharing that message in the places where you find your target market. Pretty basic business tenet? We thought so but, given how many small luxury brands are still neglecting social media in their marketing, apparently not as basic as we thought.

Recent reports show that social media usage continues to increases among wealthier and older Americans. Today, 68% of U.S. Internet users with incomes greater than $75,000 use now using social media.¹

Meanwhile, if you continue to buy into the “Facebook is for kids” myth, it’s long past the time to look at the facts:

• 77% of U.S. Internet users between 30 and 49 use social media.¹
• 52% of those aged 50 – 65 use social media. ¹ 
• 65% of college-educated U.S. Internet are active on social media sites.¹

Research also reveals that Facebook continues to be the most popular social tool, with 67% of U.S. Internet users logging on and staying active. Important for luxury brands to note: Facebook is being used by 73% of U.S. Internet users with an income greater than $75,000, making these wealthiest Americans the most active Facebook users.¹ 

Twitter meanwhile, continues to be the second most popular social networking site, and 32% of U.S. Internet users over the age of 30 are active on Twitter.¹

Finally, Pinterest continues to gain momentum, and is more likely to attract higher-educated, affluent women¹.

Still questioning social marketing, or just unsure of where to start? Let us help…

¹as reported by Pew Research Centre 

Why Canned Blog Content = Disaster

I recently heard about a couple "blog services" that attempt to translate the concept of syndicated (i.e., canned) print products into the social media realm. Because the same exact content is used by multiple businesses, the cost is low. An easy, inexpensive way for a busy small business owner to have a “social” presence, say those who offer the services. Great idea, right?

Wrong. Very, very, very wrong.

I don’t care how cheap the service is; posting the same blog content as dozens of other businesses is an enormously costly mistake. It is a mistake that will not only harm your brand's public perception, but one that is in violation of Google’s duplicate content policy and will kill your Google ranking. Add to that: when this “cheap” fix inevitably fails, it could deter you from trusting blogging and social media as a marketing tool… which would ultimately have a devastating effect on your business growth and revenue.

Unlike syndicated print, blogs are not produced only for a local market. While the reader of a local syndicated print product is unlikely to see the same print content from a competitor 1,000 miles away, a blog reader can (and probably will) search a subject, finding results in real time from around the globe. A blog is also, fundamentally, social. And social means—first and foremost—authentic and engaging.  A blog is personal for your business—a place to share your unique expertise, your unique product or services, and your unique point of view in a way that engages potential customers. If your company blog, instead, has canned content and the same posts as dozens of other businesses, it defies the very purpose of a blog and, worse, defines you to your potential clients as inauthentic… the kiss of death in a social world (online or otherwise).

Since I started consulting on social media three years ago, I’ve found that the most effective way to explain the ins and outs of this “new” digital form of communication is to show how it is so very similar to the age-old form of communication: in-person networking. So, first, imagine the blogosphere as a giant cocktail party where your key potential clients are mingling. Now, here's the equivalent of what happens when you have "canned" blog content:

1. You (a.k.a your blog) introduce yourself to someone you’ve wanted to meet. As with all networking, you have only a very short window of time to connect with her, show your personality and let her know how and why your products or services are perfect for her. 
2. You have a great dialogue (blog post) and walk away quite pleased. 
3. She, in turn, walks away (surfs online) and meets another professional (aka another blog) in your same field. 
4. That other professional introduces himself to your potential client… then proceeds to have exactly the same conversation (syndicated blog post) you just did. Verbatim. The exact same words, the exact same mannerisms, the exact same smiles and nods; all at exactly the same points in the conversation. “Creepy,” is her likely response, right? 
5. Then, when she moves on and it happens three more times (syndicated blog posts), she’s likely to go running from the room, not trusting one word that any of you said. 
6. A month later, when she needs expertise or wants to purchase the goods and services you offer, what is she going to do? Easy: she’s going to seek out someone authentic and genuine. Someone she can trust.

As a small business owner, you’re busy, so hiring someone to represent you is a great way to conduct business development. But it’s a pretty basic requirement that whomever you hire must understand your brand and services, and can represent them in a personal, genuine manner. You wouldn’t send a representative into a key trade show or networking event if he couldn’t speak personally about your business… or worse, if he was representing dozens of other businesses at the same time and simply regurgitating the same script about others as he is about you. The same standards must hold true for whomever you contract as a ghostwriter for your blog or other social media profiles.

The bottom line: networking in the digital realm isn’t something new, it’s just an online extension of networking in the “real” world. So, the same age-old rules apply: there’s the easy way of doing things. And then there’s the right way.

Luxury market and sales strong for savvy high-end brands

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-numbing negativity in the media and among many high-end companies, I’m thrilled to report to the luxury industry: the sky may be a different shade of blue than you’ve seen before, but it most certainly is not falling.

As you’ve probably already heard, retail sales for the 2011 holiday season increased more than analysts anticipated. While the final numbers aren’t yet in, the increase is expected to be around 3.5% over the 2010 holiday season.

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

• According to ABC News, luxury is on fire. They quote Howard Davidowitz, chairman of retail consulting and investment banking firm Davidowitz & Associates: "When we look at luxury sales on a national level, we see they're doing just fantastic. Saks and Neiman's, they're terrific. Coach is fine, Nordstrom is fine. Bulgari and Tiffany, tremendous." 
• MSN, meanwhile reports: "'Twas the season when wealthy people unscrewed the vice clamps that had been on their wallets and decided to stimulate the economy. Tiffany and Coach were among the winners this holiday season, according to Jason Asaeda, retail analyst at S&P Capital IQ. He rates both as "strong buys" and points out that wealthy consumers are attracted to the exclusive merchandise being sold by department stores.”
• NBC reports that luxury retailers like Chanel and Gucci reported better than brisk business this holiday season; Neiman Marcus sold out of the ten 2012 Ferrari sports cars it offered in its Christmas book of fantasy gifts for a whopping $395,000 each; and Saks Fifth Avenue reported a resurgence in full-priced selling. 
• In a post holiday report, National Jeweler says that, for some independent fine jewelers, the end of the holiday season was strong enough to draw comparisons with post-recession seasons, while others reported that they saw fewer customers but that those who did come in made bigger purchases. 
• In November, high-end department store sales rose 6.5 percent over the same period in 2010, compared to a 0.3 percent loss for mid-tier department stores, according to Bloomberg data.
• According to Reuters, Wall Street analysts expect higher-end chains like Saks and Nordstrom to report strong seasonal sales, helped by the continued recovery of high end spending and a stock market that rebounded after swooning earlier in the fall.

So, while luxury shoppers are clearly not in hibernation, they are shopping 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 corresponding period last year, according to comScore. This season also saw 10 days in which online sales surpassed $1 billion in one day. And, according to USA Today successful luxury goods firms are utilizing social media and digital marketing techniques to drive traffic and, ultimately, sales. 

Weekly round up: August 19, 2011

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

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.

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

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

Giveaways: Give a Product, Gain Engagement

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!

Jewerly Spakles this Holiday Season

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

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

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.

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

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?

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.

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

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

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!