- robfrankel   Yes, there IS a Free Clinic this morning, the first Monday of 2010!
It will begin at the top of the hour as designated by the clock in the upper right hand corner of your browser.
- robfrankel   At that time, I'll be here for a full 60 minutes, helping out anyone who drops by with their business or branding issues....at no charge, of course.
- robfrankel   So get your questions ready, prepare to meet some good people, grab a cup of coffee and limber up your fingers.
I'll be back at the top of the hour, ready to go!
- wayne   Working on the premise that I want to innovate to be able to differentiate our online gift store, I need to find out what are the "big" challenges people have when buying artisan or designer tabletop items & collectibles - then create solutions to really stand out from our competition. How do you suggest I learn what big challenges potential customers have?
- robfrankel   Hey Wayne....we'll start at the top of the hour....
You're first up.
- wayne   cool - sorry - didn't expect it to "say" while I was typing on another app.
- robfrankel   AAAAAND we're open!
Welcome to the Free Clinic, the first one of 2010!
* pete1405   Happy New Year Rob
- robfrankel   To you as well, Pete. I think it's going to be really good, actually.
- wayne   Happy 2K10 to both of you!
- robfrankel   Okay Wayne, regarding your question, how much competitive analysis have you done?
- wayne   That's the challenge - how can I get some competitive knowledge? I've shopped our biggest competitors
- robfrankel   Are you marketing all kinds of collectibles or are you creating your own line?
- wayne   We're marketing brand-name collectibles - Dept. 56, Lolita Martini glasses, etc.
* pete1405   I hope so. I am having trouble typing. Every time the page refreshes I have to reclick the mouse.
- robfrankel   Well, first off, realize that most people make the mistake of trying to emulate their "biggest competitors" when they should be doing the exact opposite -- especially if they're trying to differentiate themselves.
- wayne   We really have grown in the past 4-5 months - having our best Dec. ever.... but I need to take this to the next level to replace my full-time income from a tech company..
- robfrankel   Wayne, do you have a URL we can see?
- wayne   Good point, Rob. I want to be memorable and can't differentiate on "great service" and "caring" etc..
- wayne   www.AtopTheTable.com
- wayne   We started off selling on eBay exclusively - and have grown our Web site to about 40% of our sales now...
- wayne   One idea I had was to leverage my past career as a journalist and interview the designers/artists and provide audio interviews - about their creations, etc. --- even transcripts of the interviews, etc.
- robfrankel   Okay, this reminds me of one of my first web-based branding clients....have you read Revenge of Brand X? The case study is in there...
- wayne   I believe I did read that, Rob.
- wayne   Do you recommend I re-read and use some of the examples?
- robfrankel   Okay, then you may remember that we took a gift site and focused less on the merchandise and more on the "100% Guaranteed Joy" recipients got from the gifts.
- robfrankel   We even changed the name on that one, to ILoveThatGift.com
- wayne   Okay - I can go back and reference that - good suggestion.
- robfrankel   So even though your main revenue generator is merchandise, your brand strategy has to go beyond that. Otherwise, you're simply another vendor selling "stuff."
- robfrankel   I happen to like the snooty tag line you have. It does suggest that there's a method to your selection of merchandise.
- robfrankel   My first suggestion would be to carry that attitude WAY stronger throughout your site's execution, even through the details of shipping and packing...
- wayne   We've been successful in generating good comments from customers and trying to stand out has been the big challenge - because we don't want to trade on price alone and have to discount items...
- wayne   Gotchya
- robfrankel   And especially because you insist on merchandise being "unique things to brag about" I'd probably spend a bit more time educating visitors about how they can't find this stuff just anywhere. THAT'S what makes you guys worth visiting.
- wayne   Sort of the "Tiffany's" approach - you can get diamonds at many places - but that "blue box" can only come from Tiffany's!
- robfrankel   If YOU insist your merchandise by unique enough to brag about, it SHOULD suggest to visitors that "maybe those competitors AREN'T that motivated to show me great stuff."
- wayne   We're not exclusive retailers though - so you can find many items at other locations...
- robfrankel   Yeah, Tiffany's has a more self-centered approach, because it's about them. YOUR agenda is to empower the collector with unique stuff to make THEIR collections more valuable.
- robfrankel   Doesn't matter, Wayne.
Because the visitors want to know that you share THEIR mindset. If some merchandise happens to overlap, so what?
- wayne   Would you suggest ideas for competitive intelligence?
- wayne   good point, Rob.
- robfrankel   Lots of people sell coins, but I'd rather buy from an enthusiast who shares my view of the beauty of a Franklin half or the fine details of a Mercury dime.
- robfrankel   Wayne, I often advise clients to describe their brands using this introductory phrase:
"Unlike other collector sites....."
Which forces you to differentiate yourself in the first description.
- wayne   Okay
- robfrankel   As you look over your competitors -- and you can find them by using your own keywords -- see how SIMILAR your site might be to theirs. Then begin to differentiate. After all, if people search by keyword, they're going to find you and them.
- robfrankel   Overall, I'd say you have a good start there. Have more faith in your brand message and let it flavor the whole site, even in product descriptions.
- wayne   One big change we're contemplating based on other recommendations is to incorporate video on the front page - with a compelling message - sort of what you're suggesting.
- robfrankel   Video -- if done right -- can be very effective. It certainly is for my own business.
- wayne   Great - Thanks - My takeaway is to "Go Big" and "Be Bold" in our language...
- robfrankel   Look at your description for the Carved Penguin Winter Gourd. Do you see an copy that tells the visitor how this is unique enough to brag about or how they won't find this item at many other sites?
- robfrankel   The brand lives in the details. And when you ship, make sure to include a reminder of some kind, so that your message is reinforced when they open the box!
- wayne   I'm renewed with the idea that the message should be sprinkled throughout -- our existing customers told us overwhelmingly that they want their gifts to be "unique"
- wayne   I'm going back to re-read Revenge...
- robfrankel   You bet.
And if you're REALLY into new business, toss in a referral card that gets them a promotional value for sending their friends. Or even on their next purchase.
- robfrankel   You probably have the first version. But that should do you just fine.
- wayne   The card we insert includes an image of a red carpet - and tell them they get the "VIP Treatment!"
- robfrankel   Motivate them to spread the word and send their friends. Believe in the evangelism that true branding offers. it works. Give them reasons to refer you customers.
It's up to you to arm your evangelists with knowledge and motivation. They won't do it by themselves.
- wayne   Thank you again, Rob. I think I'll go get the new version of Revenge.
- wayne   We're working on setting up affiliates within the site - and look to grow that in 2010, too.
- robfrankel   I've never had real luck with affiliates. Industry figures are that 2% do any business at all, with most trying to use their commissions as discounts for their own purchases.
- robfrankel   Affiliates that are motivated are usually high-end, high-margin products. But hey, if it works for you, go for it.
- wayne   I'm referring to affiliates that are customers - kind of giving them rewards for letting their friends and family know... etc.
- wayne   So - setting customers up with ways to refer and tracking their value
- robfrankel   I bet you'll find that affiliate programs won't work, however, a THANK YOU for sending us a client probably will.
- robfrankel   E-mailing the referring customer some sort of value works better in the "gift giving/collectible" mind set, I'd wager.
- robfrankel   (Pete, you still there?)
- wayne   Gotchya - thanks for the suggestion.
- robfrankel   No problem....I'm still hanging out here til the top of the hour....in case anyone else drops by...
- robfrankel   Hey ghawell! Anything I can help out with today?
* ghawell99   Hi, My name is Jeill Howell, this is my first time.
- robfrankel   Hi Jeill.
What can I do for you?
* ghawell99   Hi Frankel, thank you putting this on! I do have a question. I am starting a new busines that is concentrated in my immediate area. How to do one begin to brand themselves to separate themselves from other selling the same product?
- robfrankel   Jeill, first you have to give me a little more information as to what sector you're exploring. That will make this more helpful. Don't reveal anything too detailed, if you wish.
* ghawell99   I dont mine... The product is call Ardyss Body Magic. Now this is a garment for women and men aka Body Shaper. Put the garment on it holds in all the Rolls! Reduces your size by 2 sizes. Organic products are sold, similar to Herblife products. I can also recruit people/team and make money that way.
- robfrankel   NINE MINUTE WARNING....still plenty of time.
- robfrankel   Jeill, sounds to me as if you're an agent for a larger company... is that so? Or is this your own company?
* ghawell99   I am a agent for this company
- robfrankel   Okay, that "may" present a problem, in that most company's are pretty strict as to how their brands are represented. And most of the time, they want their agents to stay uniform. Is that the case with these guys?
* ghawell99   I don't think so, many of the ladies are making big bucks. But I notice they change the names, Sexy magic instead of Body Magic. I think the company is so new they are letting up brand ourselves.
- robfrankel   Is the company helping you promote yourself? Are they paying anything toward your efforts, either in trade, service or cash rebates?
* ghawell99   We have to promote ourselves, all out of pocket
- robfrankel   Okay, if that's the case, you're free to build your own brand, which is good news.
- robfrankel   If you can label THEIR product with YOUR name (for promotional purposes), your next step is to differentiate why customers should buy from you as opposed to anyone else -- despite any price differences.
- robfrankel   You also have to NOT rely on just the PRODUCT'S features, which is a common mistake.
- robfrankel   Remember, the brand is the promise; products are PROOF of what the brand promised.
* ghawell99   Should I promote the Body Magic/Garment to bring people in or the entire line.
- robfrankel   And your brand should remain open to line extensions. For example, what if your brand is about "making you look good"? Your current product is only ONE way to do that. What if you find more products from different companies to add to the mix?
- robfrankel   Jeill, I ALWAYS recommend you promote your OWN brand, never anyone else's. Otherwise, you're spending your time and money promoting someone else's business.
- robfrankel   ONE MINUTE: Yikes, that went fast....
* ghawell99   It is about making you look good! Thats a good idea to add more products. Well, thanks for the information. Is it okay for me to attend next monday??
- robfrankel   Well, that should do it for this week. Remember, we're here every Monday. Also, this room stays open for another 15 minutes. Then it gets archived for public view.
- robfrankel   Jeill, we're here every Monday, so sure! Stop in next week!
- robfrankel   Have a great week everyone! I'll see you online!
* ghawell99   Okay, thank you so much for your Time!! See you next Monday.