Month: November 2011

Happy Friday!

On By ashleyfausIn Link Round-UpLeave a comment

After last weekend’s study session obligations, I’m set for a fun-filled weekend of rehearsals and family celebrations. I’ll leave you with a link to a little preview of the music from the show and a little light reading:

 

For the performing artists, via SaveScrooge.com: Preview of Musical Numbers – A Christmas Carol (Last year they live-streamed the show, I’ll keep you posted if you’ll be able to get more than just a preview!)

For the marketers, via Forbes: Dropping Craig and Adding Mariah

For the entrepreneur, via The Daily Muse: SheMakes – Call For Vendors

For those who need more business, via The New Professional: Freelance Files – Open For Business (Read Angeline’s business cards, they’re so clever!)

For the female office dweller, via Corporette: The Bare-Armed Elephant in the Room (I found it interesting that someone flamed my sleeveless dresses in the comments, maybe warrants a whole separate post?)

 

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Perceived Value

On By ashleyfausIn Advertising, PricingLeave a comment

I read a Forbes article a while back, titled, “Restaurant Foods That Are Ripping You Off“. Basically, the article talks about how you think you might be getting a good deal at a restaurant by choosing a cheaper entree, but the menu price may not  correlate to the true cost of the meal. For example, a plate of pasta and tomato sauce is MUCH cheaper to make than a prime steak, so the best value is to order the steak, even though it may cost a few dollars more.

This pricing scheme is due in large part to perceptions, and how perceptions contribute to value. It’s also part of the reason why I don’t generally choose Italian or Mexican restaurants when I’m in the mood for fine dining. I can make spaghetti and meatballs at home that are equally as satisfying as a restaurant dish, so I don’t want to pay such a high price for them to cook it. Similarly, I love cheese enchilada dinners, but I know that the cost for the whole plate (including rice and beans), is pennies on the dollar. I’m willing to pay up to $9.99, but $15 for a plate of cheap food? Heck no! Now, it’s a whole different ballgame when we start talking about steak and seafood, since I can’t make an equally satisfying dish with either of those ingredients. If I’m going to spend good money at a restaurant, I want the items that I value more, based on my inability to provide equal value myself.

Perceptions make a huge difference in your ability to price your items. For example, my perception is that good seafood is hard to get in Texas, so it should cost more. This perception is generally true, since we have to get our seafood shipped in from other coasts (trust me, you don’t want to eat seafood out of the Gulf!) However, my perception is that cheese, tortillas, rice, and beans, are widely available, and the labor cost to make the food is low (I mean really, throw the rice in a pot and walk away, you don’t have to baby-sit!). Therefore, I don’t perceive that going to a restaurant for this type of food has much value. If people think that your items are commodities, or that they are easy to produce themselves, their perception will be that you don’t provide as much value.

Sometimes, perceptions have nothing to do with reality, and this is where marketers sometimes get a bad rap. People think that marketers just manipulate their perceptions, in order to contribute to the consumerist and corporate greed. While some do this, I’m not one of them. I will say that shaping perceptions can be helpful to the consumer, as giving brands a certain reputation makes it easier to buy for your budget, quality, and functional needs. However, a healthy dose of skepticism about claims “too good to be true” is a good way to make sure that your perceived value is in line with the true value of an item.

Freebies

On By ashleyfausIn Advertising, Outfits/Workwear, Social MediaLeave a comment
Jewel tones and a black pencil skirt might be my new favorite combo!

 

Gorgeous necklace to add a little fun to such a conservative outfit.

 

Skirt: Ann Taylor LOFT

T-shirt: Target

Cardigan: Target

Bracelet: Target

Necklace/Earrings/Belt: NY & Co.

Shoes: Alfani

Like the outfit? See more details here!

 

I’ve been working my way through the tactics that retailers use to partner with bloggers, and today’s post discusses the “freebies” that retailers give to bloggers and readers.

Giveaways are usually done from the retailer to the blogger, who then passes it along to their readers. First, the retailer gives an item to the blogger to work into their regular wardrobe, and often provides the exact same item to the blogger for a reader to win. Most bloggers require the reader to leave comment, Tweet the post, or like their Facebook page to be entered into the giveaway lottery. To me, giveaways are not as engaging as some of the other methods, as it only requires a quick one-line mention, instead of browsing through the retailer’s merchandise or store.

Contests, on the other hand, are a great way to engage bloggers and readers. Many contests include a story or picture involving the retailer, such as, “Tell us what items you love most at [Retailer], and how you would style them, to be entered into a contest to win a $100 shopping spree!” Or, “Send us a photo wearing an item from [Retailer], and you’ll be entered to win [item]!” I think contests get the readers thinking about ways to incorporate the retailer’s items into their daily lives, and may encourage them to step foot into a store. The more you can get a person to imagine your brand in their life, the more likely they are to purchase something from you.

Discounts are a great way for the blogger, reader, and retailer to win. When bloggers give discount codes, they are more likely to have that post re-Tweeted or posted on other social media sites, and their readers will be more loyal, in the hope that they’ll receive another discount code. The reader wins because they get reduced prices on items that they’ve already seen on their favorite blogger, and continuing to read the blog feels like a reward. Finally, the retailers win, as they have built-in tracking to measure the ROI, and a targeted audience for a discount, leading to a higher likelihood of purchase.

Freebies are popular among the blog community, and retailers are cashing in on this type of marketing strategy. Who doesn’t like a freebie? Like the outfit? See more details here!

Posting at The Daily Muse

On By ashleyfausIn Guest Posts, Work and Office, Work-Life DecisionsLeave a comment

I’m excited to have another article at The Daily Muse, discussing how to deal with taking time off of work for religious observances. You can check out the article here.

I’ve written a few pieces for The Daily Muse, and you can view them in the education and career sections of the site. You can also see all of my articles by clicking on my picture in the “Meet Our Talented Writers” section of the homepage. The Daily Muse offers great articles, advice, and perspective for young female professionals, so I encourage you to read through the posts by the other talented writers!

Do Something Stupid

On By ashleyfausIn Work-Life Decisions1 Comment

I’ve been feeling particularly unmotivated the last few months, especially in my classes. I think it stems partly from my overall distaste for Statistics, and feeling like I would rather do anything but study for that class. Couple that with the discussions with my husband about being too responsible, wasting our young lives, and generally wondering if we should do “something stupid”, and I’ve got a strong case for wishing I wasn’t an adult! The adults always say that the kids never know what they have, specifically in college, where it’s, “the most amount of fun with the least amount of responsibility.” Maybe that’s true, and maybe, since I wasn’t stupid in college, I’m getting the itch to be stupid now.

The funny part, is that “stupid” amounts to watching a movie instead of studying for Stats, or sleeping in and arriving at the office on time, instead of early. It’s choosing to eat pizza instead of a salad, and only going for a 20 minute run, when I probably could’ve sucked it up for a 45 minute run. My husband mentioned that we should be stupid and just go to Spain next weekend. I responded that a trip like that wouldn’t work, because I have rehearsal and class, but maybe we could go after I finish my show and my semester! THAT’S not stupid, that’s planning! We’re both incredibly strategic about our careers, so finding the right time to be stupid has never really been an issue. Our responsibility has paid off, with good jobs, financial security, and a generally happy life.

But, then you hear the stories about those couples who randomly decided to quit their jobs and go trekking around the world for a year. We could be that couple! I am learning that the world has so many amazing experiences to offer, and sitting at a desk until we’re 60 is probably more stupid than skipping rehearsal to take a trip, or taking a semester off from school to do something I’m really passionate about in my personal life. What’s even more ironic, is that when I take the time to do something stupid, like spend a whole weekend making cards, or going to a concert instead of hitting the books, I come back to my tasks much more motivated, with a fresh perspective. I think I need to do more stupid things, because in the end, they’re not really stupid. They’re refreshing, invigorating, and generally remind me I really like my responsible, adult life. I’d like to say I’m making progress in this area, and my first thought while writing this post was to make it a challenge, where we all agree to do something stupid today. The response to such a challenge? “Well, let’s make it tomorrow, since I have an exam tonight. I can’t very well do something stupid on an exam day. Oh, this weekend is pretty free, let’s push the challenge to the weekend. Wait, no, rehearsal. Ok, hmm….” So, I must say, I can’t even issue the challenge! Help me out, readers: when is the last time you did something “stupid”, and it turned out that it wasn’t stupid at all?

Friday For All!

On By ashleyfausIn Link Round-UpLeave a comment

It’s been a quick week after my trip to Atlanta, so I’m ready to get this weekend started!

 

For those needing organizational tips, via JeremyandKathleen’s Blog: Project Management

For those dealing with firewalls and block URLs, via Forbes: Beware Best Practices: They Kill Innovation and Productivity

For those contemplating their career path, via Brave New Life: Do You Know How You’re Wired?

 

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Talking So They’ll Listen

On By ashleyfausIn Advertising, Selling, Work and OfficeLeave a comment

I just came home from a sales training session in Atlanta, GA, and we discussed some tips for talking so they’ll listen. In particular, we discussed the results of a brain dominance test that measures how you prefer to make decisions, receive information, and generally deal with people. This is similar to many different personality tests, but the results of this particular session really hit home for me.

First, I found out that I’m basically completely different than all my colleagues. Well, I already knew this! A few differences that I am well aware of: I’m a girl, I’m young, I’m “creative” instead of “technical”, I’m fast-paced and “hyper”, and I have no experience in the industry instead of 15-25 years’ experience in aviation. These obvious differences present their own challenges, but the brain dominance test revealed that I prefer to look at the big picture, instead of focusing in on every detail. Literally ALL of my colleagues are more detail-oriented vs. considering the entire picture. Neither way is right or wrong, but it sheds a little light on a particular challenge I’ve been facing with the implementation of the CRM.

To me, implementing the Customer Relationship Management System is a strategic move to improve data collection, analysis, and sharing at all levels of the organization, and across all functions of the organization. To my sales reps, it’s an extra 20 minutes each day doing data entry. I see reports of aggregate data that tell a story about the market and our place in the market, and my reps see customers’ names and phone numbers, completely unrelated to the market as a whole. Thus, while I’m hammering home the point about how great it is for everyone, they’re tuned out because they don’t see the value for their day-to-day operations.

It’s not rocket science that people think differently, learn differently, and make decisions differently. But talking so they’ll listen is pretty difficult, and if you’re not even sure what language they’re speaking, you’ll have miscommunications. Now that I know what language makes them listen, I’m going to start giving more detail about how the CRM provides value to them on a day-to-day basis, instead of painting such a broad picture. This is just one area that I’ve missed the mark in communicating benefits, and business requires you to move out of your communication comfort zone on a regular basis. So, next time you’re making your pitch (not just the sales pitch, but the “give me a raise” pitch, the “lower my rate for advertising” pitch, or the “my department needs better software” pitch), do you know what language your AUDIENCE is speaking? Do you know what words will make them hear you? Dig into their heads a little, and dig into your head a little, and use the information to find a way to talk so they’ll listen!

This Look Brought to You By…

On By ashleyfausIn Advertising, Branding, Outfits/WorkwearLeave a comment
Khaki with a pop of color!

 

We got a little creative in this shoot... check out the gallery for more!

Pants: NY & Co.

Tank: Target

Cardigan: Target

Necklace: Icing

Earrings: Charlotte Russe

Like the outfit? See more details here!

I talked last week about why retailers find partnerships with bloggers to be an effective strategy, so now I want to dive into “how” they go about these partnerships. Styling a look is one of the easiest ways for retailers to get their brands to a blogger’s audience. Retailers go about offering styling options to bloggers in different ways, but the goal is to show the readers of the blog how the clothes, make-up, or accessories can look in real life.

Sometimes retailers offer a head-to-toe styling, giving the blogger a shopping spree or giftcard to pick out a look completely composed of items in the store. This includes the shoes, jewelry, handbag, and main ensemble pieces. This is a great option, as it allows the retailer to showcase several different items from various areas of the store. Since there’s several options, it’s more likely that someone will like at least one piece featured in the blog post. Better yet, it gives commenters a chance to talk about different items they like, and offer up other styling suggestions for their favorite pieces.

Retailers have also used challenges to feature hard-to-style or off-beat pieces, allowing the blogger to use one piece from their line, and combine it with pieces they already have in their closet. Again, this works well to show readers that you can incorporate pieces from the featured retailer into your working wardrobe. Most people don’t have the money to regularly splurge on a full head-to-toe look, so it’s helpful to see how one piece can work in a variety of ways, and helps the reader envision that piece in their closet, working with items they already own.

Finally, some retailers partner with bloggers to create look books, fashion shows, or regular features on that blog. They may invite influential bloggers to the store for a “personal shopping” day, which pulls in the reader’s local audience. Or, they may feature the blogger in a campaign with “Blogger’s picks”, creating a win-win for the retailer and the blogger. The retailer receives a captive audience and brand champion, and the blogger receives exposure via a new outlet, which increases their readership. When a blogger regularly features a retailer, they increase awareness and confidence in the quality, versatility, and price-point of the brand, and readers are much more likely to browse through the retailer’s store or website.

I’m not very brand-loyal in my outfits, but styling options are a great way for retailers to build relationships with bloggers and their readers. Like the outfit? See more details here!