Our crush is growing… the CRAVE Portland book launch was a blast! DJ Anjali energized the crowd, as did the delicious treats from DRY Soda, Truffle, Mother’s Bistro, Dream Dinners, and Bliss. Relish Design’s sleek space and gorgeous wares reminded us that the addition of one stellar accessory can drastically affect a room (and your mood). View some of the photos below, and check out the rest here.
Click here to learn where you can buy the book.
People often have three reactions when they hear the word Branding:
1. They don’t need it – “People are buying my products/services just the way things are.”
2. They think it’s hard or overwhelming – “I need to ‘do’ better/more/different branding!”
3. They think it means just their logo and website – “Our brand is fine, thanks, we already have a website my cousin made.”
The truth is that brand is really the soul of your business. It’s what makes you unique, like your personality. Brand is about the entire experience a customer has when hearing about, seeing, or doing business with your company. And your brand should come out in everything you do, visually and experientially, for your business.
Debunking #1: You will have a brand whether you mean to or not.
Everyone needs brand just like everyone needs a personality. If you don’t shepherd it, then the public perception will do that for you. If you’re lucky, it will match something that helps your business along. But who wants to leave something as important as business perceptions up to luck? So take the time to think about who you serve, what value you provide, and what type of experience you want to create and ensure all your customer touchpoints reflect that. Good brands like Apple and Nike don’t happen by accident.
Check back Monday for part 2.
Maria Ross of Red Slice and Heather Nelson of Champion Assistants, a full service marketing and sales agency are hosting a free teleseminar on Thursday, May 21 at noon pacific time: “The Truth About Branding: What it is, What it does and How a Clear Brand Strategy Can Save you Time, Money and Headache”. They’ll be discussing the secrets of effective branding and marketing and how following some simple rules will ensure your marketing is more targeted and effective than your competition.
Contributed by branding and marketing consultant, Maria Ross, Owner and Chief Marketing Diva of Red Slice (www.red-slice.com).
Karrie Kohlhaas (our May Coffee Chat speaker) from thoughtshotconsulting.com has a musical beat when it comes to marketing. Swirl your iPod around for some classic soul while you read.
There’s a lot of bad marketing out there. Marketing that is irritating, insults your intelligence or that simply doesn’t speak to you. To shake things up a bit, I looked to Aretha Franklin for some inspiration.
“You’ve got to think (think!) ’bout what you’re tryin’ to do to me.” (Think)
Before you craft your marketing message, figure out what the message is trying to accomplish. When you write postcards, newsletters, advertisements or post web content, it’s essential that you ask:
What actions do you want your audience to take? Is the purpose of your campaign to stay visible to your prospects or to urge them to attend an event, to call you or to refer people to you? Make this explicit. Often marketing materials are trying to do too many things, obscuring the action you want your audience to take. Think about what you are trying to do, or rather, what you are trying to get your audience to do.
“Chain, chain chain. Every chain’s got a weak link.” (Chain of Fools)
What is the experience of your customers or clients? What do they want or need? Where is the opening to help, fix, maintain, supply, or support this area? If you don’t know, start observing more closely, listen better, ask questions and try to get into the experience of your customer. Tap into an existing desire, need or frustration they have and then offer a solution for it. How can you strengthen a weak link in their chain or offer relief in some way?
“R.E.S.P.E.C.T. Find out what it means to me.” (Respect)
People are smart and the ones you want as clients are probably smarter than average. If your marketing materials speak to the lowest common denominator you are liable to lose the upper crust of clients who can truly help you build your business. People see right through marketing that is too sales-y, cliché or inauthentic. Provide something of value to your audience instead of simply bombarding them with your sales pitch. When people feel respected by you, they are more likely to want to work with you or buy what you are selling.
“Forever and ever you’ll stay in my heart and I will love you.” (Say a Little Prayer)
Speak to your customer’s needs in a way that resonates with them and you are more likely to feel the love. When you are marketing yourself, speak the language your audience uses. People lose interest when you drone on in your industry lingo about some feature or function or process—that’s your world, get into their world. When your prospects hear how you can solve their issues in their words they will be interested. This is how you become valuable to your audience and how you will stay in their memory (and maybe their hearts too).
“Sock it to me. Sock it to me. Sock it to me.” (Respect)
Now say it in a way they can repeat it. When you hear a song with a catchy phrase, you remember it. Think of the ads you remember. They are quick, punchy and to the point. Try this: Think about what it is you do for people—what benefits they get from you, what pain you relieve for them—and write 5 snappy, juicy, punchy, exciting ways to get to the heart of that. Remember, this is not an elevator speech, it is a one liner that should entice, but doesn’t have to tell your whole story. Here’s mine: “I blast through barriers with small business owners.”
“Or you might–find out I’m gone.” (Respect)
Hear Aretha’s voice the next time you work on your marketing materials. Know what you are trying to get your audience to do. Speak to the weakness or pain your customers are feeling and offer a solution in their terminology. Respect the intelligence of your audience and be authentic. And sock it to them in a way that is catchy and easy to repeat. If you don’t, you might just find out they are gone and using someone else’s services, buying someone else’s goods. Follow these guidelines and you’ll hear your customers singing your praises and coming back for more.
One of our favorite business and lifestyle gurus, Danielle LaPorte, wrote these great tips of her blog whitehottruth.com:
1. Expand.
Sometimes criticism stings because we know the criticizer has a valid point. After you’ve done the inner wince, take a deep breath and get back in the ring. And look, just because you may need to clean up your act a bit, it doesn’t mean that you’re a full scale loser. We’re all just bozos on the same bus, as my dear friend Donna would say. So literally, take a deep expansive breath, with your fists unclenched. You sustain less injury when you do NOT brace for impact. I guess that’s why they call it “rolling with the punches.”
2. Admit that it stings.
“Ouch. That’s hard to hear. But I’m up for it.” Honesty when criticized is a great equalizer and a show of nobility and maturity.
3. Don’t react…yet.
Sometimes it’s best to just listen and simply say, “I’ve heard you. Let me process what you’ve said and I’ll get back to you tomorrow.” So many of us are so adrift from our deep sensitivity that it takes some time to clearly know how we feel. So just take the time, it’s better than a half-cocked reaction that you’ll regret. And if you do say something you regret, or you don’t say what you think you should have…
4. Go back to it.
Feel free to bring it up again, even if it was a closed subject. “I thought more about what you said and I just wanted to let you know that….” It’s better to clear the air after the fact than it is to bury your feelings.
5. Be compassionate to your criticizer.
This can really soften the situation. Giving honest criticism is no fun for most people, and it’s often a case of, “This is going to hurt me as much as it might hurt you.”
6. Consider the source.
As Ralph Waldo Emerson put it, to succeed is to “earn the appreciation of honest critics.” So firstly, you need to consider your source and their motivation. If you feel you’re being inaccurately criticized, then you need to say so in no uncertain terms. This is tricky because you may be perceived as being defensive. In this case, it’s good to refer to point #3. Collect your thoughts and give a rebuttal that shows your strengths {I’m a rock star because I…} and describes the challenges of the situation {I’ve been operating on a dime budget…}
7. Don’t take any shit.
Sometimes you have to play hardball. I once got a super crappy performance review from a manger at a retail job. I got on the phone right away and called the big cheese. “There’s no way I’m signing this review and there’s no way I’m quitting. I think she’s losing her marbles.” My knees were shaking but I knew I had to do it. As it turned out, I wasn’t the only person complaining about Crazy Manageress. She left shortly thereafter. And guess who got promoted?
8. Know your rights.
Sometimes there are legalities to consider. Your job may be on the line. If you lip off, and it leads to a dismissal, you want to know what your rights are – employers may need to formally warn you in writing, etc. You also have the right to be treated with respect no matter how severely you screw up. Criticism given without care is irresponsible.
9. Bring closure to it.
If you’re being asked to improve in some way, then ask for specific measurables – you can’t run a race if you don’t know where the finish line is. Be extra diligent about checking in on mutual satisfaction.
10. Say thank you.
Whether you’ve been rightly our wrongly critiqued, say thanks – either way, it’s a learning opportunity.
11. Lick your wounds.
Bruises need icepacks and hotbaths. Be sweet to yourself because tomorrow is another day and you’re up for the ride. Life never dishes out something you can’t handle.
Favorite recipes are like good friends — they make us happy, are there when we need them, and each and every one is irreplaceable. When shared between friends or passed down through families, recipes have great meaning in our lives. They offer us the chance to relive, with a single bite, a meaningful and fulfilling experience. They bring back memories of childhood delights, romantic moments, and joyous times shared. Additionally, they are filled with the possibility of new pleasures on the horizon…
Lori Hastings, entrepreness and founder of Recipe Runway has created a beautiful website that solves the archival dilemmas many foodies, recipe collectors, and good cooks share. Recipe Runway gives you the ability to manage, distribute, and continue to grow treasured collections of signature recipes in an easy, fun, and creative personal recipe center. Say goodbye to old-fashioned, messy or disorganized recipe collecting, and visit reciperunway.com to start enjoying the many benefits having your own personal recipe center online, all the time.
How do you manage your recipe collection?
Spoil your mother this Mother’s day by indulging with spa services, offered by our favorite spas. From Seattle to Austin, we have great deals for you and your mom to relax and pamper yourselves without breaking the bank.
Austin
Salon Intuitions is offering new customers 25% off services if they bring their mom in with them.
4616 TRIANGLE AVE STE 401 Austin, TX 78751-2996. (512) 323-0880
San Francisco
In-Symmetry Spa is running a special on Mother’s day for a one hour massage and one hour facial combination. This service is priced at $130.
2221 26th Street #101 San Francisco, CA 94107. (415) 294-5004
Luminous Spa is offering tasty bites, mimosa’s and a chocolate fondue station for all moms in the Luminous Lounge on Mother’s day weekend (Saturday May 9th- Sunday May 10th). They are also running a special that includes a 60 minute Luminous facial, 30 minute aromatherapy massage, and a 15 min reflexology add-on, for $129.
204 Grand Avenue, South San Francisco, CA. 94080. (650) 871-0759
Seattle
Aviva Holistic Skin Spa is offering a free brow wax or glycolic peel with any purchase of a facial gift card. With the purchase of a gift card for a massage, Aviva will upgrade it to a hot stone massage. And lastly, with the purchase of any gift card for a “classic” manicure or pedicure, they will upgrade it to a “spa” manicure or pedicure.
104 102nd Ave SE Bellevue, WA 98004. (425) 454-2374
Calidora Skin Clinic is offering any mom 25% off any single service between now and May 10th. They are also offering a complimentary Revitalizing Vitamin B serum ($68 value) as a gift for those who purchase gift cards for their moms in the amount of $300 or more.
Locations throughout the greater Seattle area visit them online www.calidora.com
Frenchy’s Day Spa is running a special for Mother’s day that includes a Lulu manicure, Lulu Pedicure, and a Lulu facial. It is priced at $160, and can also be purchased in a gift card for later use. Lulu services are the most deluxe treatments and also most requested, so this is the perfect opportunity to splurge for the higher priced services at a discounted rate. Frenchy’s is also giving a special gift to any mother who receives services on Sunday, May 10th.
3131 E. Madison St. Suite 103 Seattle, WA 98112. (206) 325-9582
Vancouver, B.C
Absolute Spa has many great Mother’s day specials to choose from. These include a manicure and an organic lotion scrub for $60, a pedicure and an organic lotion scrub for $80, and a massage and organic lotion scrub for $105.
Many locations in the Vancouver Area. To find one near you, call them at (604) 684-ASPA.
Join CRAVE and on May 11th at Relish to celebrate the launch of CRAVE Portland The Urban Girl’s Manifesto. Sip DRY Soda and nosh on treats from: Truffle, Mother’s Bistro, Dream Dinners, and Bliss Cupcakes. Be the first to check out the book!
Event Details
Where: Relish Design
When: Monday, May 11th 7-9pm
Click here to RSVP.
Here is a sneak peek from her interview with Krista Colvin from Organize in Style, one of the many amazing gals featured in the book:
How would you describe your business in 3 adjectives or less?
Functional. Fabulous. Sassy.
What are the most popular or best selling products or services?
Speaking engagements, The Organize in Style Consultation, and The Shebang VIP membership.
People may be surprised to know…
I’m a piler. I’m equal right brain/left brain, and I’ve been known to lock my keys in the car now and then.
What was the inspiration or motivation behind starting your business?
I got antsy being a stay at home mom and turned my ‘domestic diva’ leave from teaching high school into a business helping women keep it together at home and in the office.
Who is your role model or mentor?
Erma Bombeck sprinkled with a little Martha glitter.
How do you spend your free time?
If I’m not at the park with the kidlets, I’m connecting with old friends or drinking coffee with girls.
What is your indulgence?
Coffee, a pair of sassy shoes, and reading a book with my toes in the sand.
Join CRAVE and DJ Anjali on May 11th at Relish to celebrate the launch of CRAVE Portland The Urban Girl’s Manifesto. Nosh on treats from: Truffle, Mother’s Bistro, Dream Dinners and Bliss. Be the first to check out the book!
Event Details
Where: Relish Design
When: Monday, May 11th 7-9pm
Click here to RSVP.
About DJ Anjali
With a name like Gitanjali (song offering) you’d think she was born to play records… Made in India, born in Oregon & raised like a gypsy, Anjali (www.anjaliandthekid.com) is a Portland original. Well known as a dancefloor instigator she is equally confident throwing down grime, hiphop & ragga/dancehall. We asked Anjali a few questions to get to know her better:
People may be surprised to know….
That I used to listen to a lot of heavy metal!
What is your passion?
Traveling the world to collect records & bringing them home to dance to…
How did you get into djing?
The incredible kid & I worked together at powell’s. I’d seen him & other boy dj’s at house parties & thought that I could do a better job! So I brazenly asked him if he’d show me how which he did at what became my first gig (a house party). He quickly showed me the set up, went to the bathroom & when he returned everyone was dancing!
Alexandra Samuel Social Signal‘s CEO, Harvard Ph.D. and compulsive adopter of online task management and collaboration tools. Answers on her blog questions asked by users via her linkedin page. Check out Alexandra’s opinions on ROI and social media:
Your best bets for quantifying ROI are:
1. Direct sponsorship/revenue: Think beyond advertising and premium fees to other ways of earning revenue with social media (product sales, licensing fees, sponsorships). These can be priced by other examples; the dollars that you earn this way will be directly trackable.
2. Market research. Use your existing market research channels to track the impact of your social media efforts by measuring brand recognition, reputation etc among those who have visited your social media presences compared to others. Look also at data over time (pre- and post-social media launch) since a high-quality social media effort may also spillover into broader reputational effects.
3. Establish a conversion value, and track your inbound traffic religiously. It can actually be EASIER to establish the ROI of social media than other efforts, simply because any decent analytics program will be able to track the number of inbound visitors you get via social media efforts and links, and track those through to conversions.
4. Establish a dollar value for the attention you receive from social media, as follows:
a. Establish a benchmark “per eyeball” cost for earned media. Most large organizations have an established media relations operation that lets them benchmark the value of earned media mentions.
b. Establish a trust factor that looks at the dollars-per-mention number and marks it up based on context; small sites may actually have a higher dollar-per-eyeball value since the small number of views come from personal friends and acquaintances.
c. Use a social media monitoring program to track mentions; for smaller sites multiply that by the trust factor to get dollar-per-eyeball figures; run regular totals on the value of your social media mentions relative to equivalent offline earned media mentions.
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