Gary Vee: I Finally Got It

If you’re on Twitter, you know about Gary Vaynerchuk.  He’s famous for starting Wine TV (retired this year at SXSW on its 1000th episode) and writing two best-selling books – Crush It! and The Thank You Economy.  Also, he’s CRAZY on twitter and replies to an INSANE amount of people.

Turns out he thinks you should too.

This weekend I watched three of his keynotes and one long Q&A Session.  My favorite was from SXSW of this year.

After listening to him I wanted to learn more.  He’s that kind of speaker – he’s not just inspiring, he inspires you to act.  I downloaded the enhanced version of The Thank You Economy for my iPad.  (It includes audio and video!  Now THERE’S a perfect reason to use an iPad rather than a Kindle.)

I ripped through the whole thing yesterday.  It was that good.  Some of my favorite points:

• Our grandparents know more about how to treat customers than we do today.  We need to learn how to interact with customers on a one-to-one basis.
• The concept of “Shock & Awe” – What are you doing to make your customer talk about you?  (Takes the concept of Raving Fans to whole new level.)
• What to say when someone asks you what the ROI is on social media.  This is a maddening questions marketers have to answer ALL.  THE.  TIME.

He confirmed a lot of what I already have been thinking – you have to “give a shit” aka really care about your customers.  The days of hiding behind the internet are over.  Be transparent!  (Yep, what’s I’m doing with this blog.  Nice.)

There was only point I disagreed with.  In one of his presentations he says if you what to start your own business you should work your day gig from 9-5 and then do your own thing from 5 PM – 2 AM.  I couldn’t do that and if my husband tried….let’s just say he might find the flat screen he watches the Jets on every Sunday mysteriously broken.  (To be fair, this point is from Crush It! which I haven’t read yet.  Guess what I’m doing next weekend?)

Now I get what all the hype is about.  Don’t let all the swearing and New Jersey charm fool you…Gary’s the real deal.  Start learning from him ASAP.  I’m glad to finally be one the right side of Gary Vaynerchuk history.

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The Box

I’m in a fight with myself over the Alesya Bag box.  Here’s where I stand:

Pro-Box Alesya

• Knows the box is a marketing tool
• Knows the box is a branding tool
• Wants clients to keep the Alesya Bags Box (just like you would keep the Hermes one pictured above)
• Thinks $8 per box is a lot, but knows the price will go down once I produce more
• Loves the design of the box as it stands now

Anti-Box Alesya

• Things $8 per box is outrageous
• Is concerned about the bottom line
• Wonders if she is making a bad business decision
• Has two other partners looking at the box to see how they would price it

Trying to avoid a black eye…I’ll let you know how it turns out.

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The Marketing

My background is in marketing.  It’s not enough for this bag to launch and sell successfully.  It has to be a great marketing example too.  Or even a famous one.  I want a good story to tell.

My go to market strategy is unusual.  Four weeks out here’s the plan:

Social Media: As you’ve noticed, I’m very, VERY active on social media.  I engage Twitter followers, add different content to my Facebook page, check out LinkedIn daily and document it all on this blog.  And this is before I’ve launched a single thing!  My goals are to build anticipation, excitement and interest.  Plus it’s a fun personal diary.

Wait List: The wait list for the bag continues to grow little by little every day.  It’s not only a great way to give clients a little something extra, its a good way to gauge interest.  And interest is good.

Reviews: Once the bags are in I’ll be sending 5-10 to reviewers.  The number one person on my list is Kate Trogvac of Funky, Chic and Cool Laptop Bags.  She will get the first bag and it might even be a sample.  I’ve always trusted and valued her opinion and I know (many) others do as well.

Tastemakers:  I’ll also be sending up to five bags to women who have influence within my target market.  This is more of a “pie in the sky” play, but still worth it.  It helps me “think big” and if one person happens to like it, then it’s totally worth the investment.  Elin has been helping me with this list and we hope the first Alesya Bags tastemaker will be Arianna Huffington.

Media:  I won’t be going to any traditional media except Charleston Magazine.  (It’s a monthly, so anything they might decide to print won’t come out until after the launch anyway.)  Why not go for the BIG win?  I’m not ready.  I need to save my “shots” for when I have inventory to support a national feature.

Blogs:  My goal is to have at least a dozen blog features the day of launch.  I’ve got about 4 slated already, so I’m well on my way.  Bloggers DO have power.  Not only do they have readers, they inspire action.

Charleston Market:  I’d like to be in one store physical store in the Charleston market when the bag launches.  Once I have the final samples and packaging I’ll be making my pitch.  If I don’t have the inventory to support that … what a good problem to have!

That’s the Alesya Bags Marketing Plan today.  Suggestions?  Would love to hear them.

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The Best Dress at the 2011 Oscars

There was only one dress at the Oscars that mattered this year – Cate Blanchett in Givenchy Spring 2011 Couture.  Above, you’ll see her in the dress.  Below is the dress from the Givenchy look book.

Notice I didn’t say Best DressED, I said Best Dress.  Why?  She’ll end up on every single list.   Some best lists (It’s couture!  It’s beautiful!  The detail was amazing!) and some worst lists (That was not an Oscar dress.  The silhouette wasn’t flattering.  It wasn’t glamorous).  Cate will be included in every broadcast, in every print round-up, in every web fashion piece, on million of blogs and in the history books.

And that’s what matters.

The Academy Awards are not just an award show or a fashion spectacle.  They are a MARKETING event.  Being talked about and remembered is what counts.

 

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Feedback Friday – Part 1

What an awesome week!  I received so much valuable feedback from all of you.  As I said Wednesday, THANK YOU!    I couldn’t let the week end without sharing some of it.

Part 1 is from Laura Otero.  Laura is my favorite kind of marketer – she’d be learning about marketing even if nobody paid her.  She also has her own line of jewelry.  In all her “spare time” she put together an entire editorial calendar for me.  Can you believe it?

Here are her thoughts:

Bag Biz Mondays: We’ll start the week off with a dose of Alesya Bag updates.  What I’m working on now…where I am in the bag design process…when the bag will launch…you get the idea! It’s what’s most important to me in this space.

Create-it Tuesdays: A day dedicated to things you can create! I’ll share recent craft projects, tablescapes, and other do-it-yourself, pulled-together ideas.

Working-On-It Wednesdays: I have a business coach and can’t say enough about what she’s meant to me and Alesya bags. On “Working-On-It Wednesdays” I’ll share what I’m “working on” for personal and business development.

Picture It Thursdays: I love to take photographs. I’m not a professional.  On “Picture It Thursdays”, I’ll share photos that I’ve captured as a part of my everyday life. Because you don’t have to be a professional to enjoy taking photos…because sharing these photos allows me to showcase some of my favorite moments of the week.  Think of it as a glimpse into my mind, my heart, and my week!

Fashion Fridays: Fierce. Fabulous. Fashion. On “Fashion Fridays”, I’ll share my fave fashion finds from the mags, web, and more. We’ll talk about pulling together a polished look, mixing things up, finding your signature style, and more.

Savory Saturdays: I believe Saturdays (and every other day of your week) should be filled with savory eats.  On Saturdays, I’ll share my love of cooking and extraordinary food with you.  My favorite recipes, restaurants, and tricks of the trade I’ve learned, straight from our kitchen to yours.

Southern Sundays: What better day of the week than Sunday to showcase my love of Charleston’s southern charm? We’ll talk about everything Charleston…spectacular sites, delectable eats, world-class events, and more.

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Seth Says: Don’t Freak Out

Such good advice from Seth Godin today, I had to post a quote. This is the end of his Halloween blog post:

My take: Marketing home runs usually happen because the market/tribe/community is itching for a void to be filled, not because a marketer committed some brilliant act of promotion or pricing. The art, then, is to pick your niche, not to freak out about how to yell about it. You can’t make a perfect storm, but you can find one.

 

 

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If Its Friday, It Must Be Good News

Holy smokes!  Another Friday already!  Well, by now you know what that means.  A round-up of this week’s good news:

1. Yesterday I met with a great fulfillment partner.  His family has been in the mailing and printing business for several generations in other parts of South Carolina.  Now he’s bringing the business to Charleston.  He was very willing to work with me, had lots of good ideas and I was happy to hear the company could handle most print jobs.  I’m still waiting for some info, but it seems very promising.

2.  My logo isn’t done.  At first glance, this might sound like bad news.  But wait!  Its actually good news because Stitch is fixing something I wasn’t comfortable with and happy to do so.  Now that’s a great partner.

3.  Speaking of Stitch….you guessed it, I picked them to be my design partner for AlesyaBags.com.  I was so happy with the logo work it was the natural choice.  They recommended Mathew Smith to do the background programming and after already answers 341 questions for me I know he’s a great choice too.  I’m excited to start site development at the end of this year!

4.  I’m considering using a PR firm.  My background is in marketing and public relations, so its tempting to do it myself.  Or at least wait until I’m more established.  But I’ve been convinced I need to at least investigate the possibilities – and so I am.

5.  Late last week Kate Trogvac from the #1 lens on Squidoo (my dream PR win, in case you forgot)  tweeted me the following: @Alesya Flattery will get you everywhere 😉 I will be delighted to review your bag!! And, yes, a happy dance took place after I read it.

Since we’re dancing, let’s jump right into the weekend.  Last week, I started a new feature where I write about something other than the business.  (All work is pretty boring, right?)  Thanks to Real Simple on Twitter it was very popular.  This weekend I’ll be talking about Halloween decor.  I’m sure many of you will be spending your weekend carving pumpkins so please join me, I’d love to see what’s on your door step.

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I Had the Balls to Remove the Ceiling

I had the balls.

During one of my job hunts while I was in California, I decided I wanted to take my love of sports, combine my education in marketing and look for a job in Sports Marketing.

After some networking, I ended up talking to a gentleman in professional baseball.  He talked to me about how I’d have to move to some podunk town, work for peanuts at a minor league team and cross my fingers that a job in the majors came open.

He also informed me because I was female I’d need to work twice as hard as any man in the industry.  He explained it was male dominated field and the glass ceiling was still very much in tact.  He wanted me to think about if this was something I really wanted.  Yep, he said that.

Not totally deterred, during the same job search the sports marketing position at my alma mater opened up.  I didn’t have exact qualifications in the job description, but after reading they wanted online experience I decided to throw my hat in the ring.

Knowing I needed to get the hiring manager’s attention I filled a box with a basketball, baseball, tennis ball and football.  Then I put my resume and cover letter in, closed the box and glued a piece of paper to the top stating, “I have the balls to be your Head of Sports Marketing” and mailed it off.  Yep, I did that.

After a few days the Athletic Director called me obviously flustered.  “Well, what you did wasn’t totally apporiate…but I have to say I wouldn’t be calling you unless you did it.”   I smiled to myself.  “I understand,” I replied.  “But either way, we need someone with more experience,” he concluded.  I was disappointed but not totally surprised.  At least he called me though – way more than would have happened if I’d just sent a resume.  Certainly it was a risk worthy of the reward.

By starting Alesya, LLC I haven’t cracked the glass ceiling, or broken through the glass ceiling, I’ve removed the glass ceiling!  Problem one solved.  And as far as having balls, I’ve pretty much determined I don’t need them.  Sports or otherwise.

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Risky Business

I’m having trouble taking risks and its really starting to piss me off. In my old career, I was always challenging people to be bold. Do something – anything! – different. Go there. Avoid the ho-hum at all costs.

Oh, yeah. Putting a picture of Tom Cruise on a Risky Business blog post is SO risky. Geesh.

Now look at me. I’ve got a nice little blog and a nice little Twitter account and a nice little Facebook page. I don’t see anyone lining up to give me an award anytime soon for my efforts. Nor should they! Right now, I’m marketing to the middle.

I’m not exactly sure what’s stopping me. Fear of failure? Worried what other people will think? Out of creative juices? Concerned there will be a major motion picture made about my crazy behind-the-scenes antics? Who knows. Maybe all of the above. (Well, except for the movie part.)

I’ve set the ground work, now its time to put my money where my marketing mouth is.  How?  Good damn question.

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Good News Friday

It’s another good news Friday!  Here’s an update:

1. My PIN came!  Whoo-hoo!  I can wire money overseas.  NICE.

2.  Yesterday I received my revised logos.  LOVED them.  Not a bad one in the bunch.  After talking with the ladies from Stitch Design Co. I’ve found I can incorporate a lot of the ideas I like into other design elements of my brand.  I’ve narrowed down the actual logo to two choices.  As big marketing geek, this is really exciting stuff.

3.  Today is National Day in China and there is a national holiday through October 7th.  Before Wendy went on holiday she made sure to check in with me, confirm the bag changes and get the leather and hardware samples ready to send.  Also, she told me they are going to ship the products on their account so I don’t have to set up my own just yet.  Awesome.

4.  Thanks to my husband and one of our handy friends all the IKEA furniture is set up in my office.  My father helped me get all the needed office supplies so the whole operation should be fully functional sometime this month.

5.  Yesterday I applied for a free seminar with the almighty Seth Godin.  If you are a woman entrepreneur I highly encourage you to apply as well.  Even if you don’t get in, the process will make you evaluate your business.  And if you do get in, please tell me all about it!

That’s all the news for this week.  Hope your Friday is full of good news too.

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