Marketing to Women: A Success Story

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:

1. Women have the financial power in today's economy
   
2. Women need to be marketed to in a completely different (aka: low-pressure) way than men
   
3. Build relationships, and business will follow
   
4. 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)?

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

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

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...

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

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

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...