Getting Mocial (Mobile + Social) with Luxe Wagon: How Smart Marketing Helped Their Business Launch

I interviewed Dot Kesling, partner/owner of Luxe Wagon, a mobile fashion business that launched in April 2014. Dot and her business partner, Paige Fessenden, have been friends for a long time. They share a passion for fashion and art and both love meeting new people and building relationships, so a mobile boutique seemed the perfect business for them. A mobile business with frequently changing merchandise poses some uniquemarketing challenges, but the pair has embraced a highly personalized, engaging visual style that has suits their skills and situation perfectly. Listen in to learn about Luxe Wagon’s successful marketing blend. The full interview is available by clicking the purple icon to the right. Luxe Wagon attracted 1000+ Facebook fans within just a few months. They produce beautiful photography they share on multiple social platforms. Since they are mobile, it’s also critical for them to share their schedule with fans. A few success tips from Luxe Wagon: Work ahead. Use time blocking to work on similar tasks. Dot schedules several weekly Facebook posts in advance. She also sets aside a different time block to do photo shoots to make sure they have the high quality content they want. Check in. Once they’re set up in their location, Dot tweets and posts Instagram pics to let fans know they’ve arrived and are ready for them. Engage. Luxe Wagon does a great job of tagging their customers who sometimes model their clothing and jewelry. They also tag the locations where they appear, which helps create mutually beneficial buzz for both Luxe Wagon and the host location. Play to your strengths. Dot is an interior designer and photographer so producing beautifully arranged photos comes quite naturally for her....

Co-Creating Content: Synergistic Strategies that Make Marketing More Effective and More Fun

  I had the opportunity to interview Sue Urda, co-founder of Powerful You Publishing, about how her company applies the concept of co-creation to their business model. Sue and her partner, Kathy Fyler, have published multiple Amazon #1 best selling books, co-written by 40 different authors. They are consistently successful, in part due to their passion and commitment to their mission, but also due to the co-creation process they follow. The full interview is available here: Learn how you can apply some of these same principles in your own approach to social media marketing…and in other aspects of your life, too. A few highlights: Specialization. When team members share their diverse strengths, it allows everyone to bring their best and to benefit from others’ expertise. Removing obstacles. Marketing — much like writing a book — can feel like a daunting task. When you run into a technical glitch or encounter writer’s block, it’s easy to feel “stuck.” Support from the team helps you get past these set backs much more quickly. Synergy. Example: on book launch day, all 40 authors offer a special free gift to people who buy the book on that day. Doing this alone, a new author would likely not have a list sufficient to make this work, but by 40 working together, it becomes much more possible. Clarity. Sometimes we’re too close to our own story to be able to see how it might be most interesting or relevant to our target audience. Working with team members provides a valuable sounding board. Accountability. Being part of a team and committing to deadlines makes it less likely to lose track of the...

Co-Creating Best Selling Content

I had the opportunity to interview Sue Urda, co-founder of Powerful You Publishing, about how her company applies the concept of co-creation to their business model. Sue and her partner, Kathy Fyler, have published multiple Amazon #1 best selling books, co-written by 40 different authors. They are consistently successful, in part due to their passion and commitment to their mission, but also due to the co-creation process they follow. The full interview is available here: Learn how you can apply some of these same principles in your own approach to social media marketing…and in other aspects of your life, too. A few highlights: Specialization. Getting support from specialists within your group. Everyone brings different strengths. Sharing strengths allows everyone to bring their best and to benefit from others’ expertise. Removing obstacles. Marketing — much like writing a book — can feel like a daunting task. When you run into a technical glitch or encounter writer’s block, it’s easy to feel “stuck.” Support from the team helps you get past these set backs much more quickly. Synergy. Example: on book launch day, all 40 authors offer a special free gift to people who buy the book on that day. Doing this alone, a new author would likely not have a list sufficient to make this work, but by 40 working together, it becomes much more possible. Clarity. Sometimes we’re too close to our own story to be able to see how it might be most interesting or relevant to our target audience. Working with team members provides a valuable sounding board. Accountability. Being part of a team and committing to...

Do you know how to listen strategically to your customers?

Can you describe your ideal customer? Do you know what they want from you? Have you ever asked? If not, you’re not alone. Many small business owners feel market research is beyond their budget or skill set. However, there are some free and low cost tools you can use to help you with this important task. Gaining information from a variety of viewpoints is best, “but starting small is better than not starting at all”, says Dr. Ursula Saqui of Saqui Research in Crown Point. Saqui recommends the following strategic methods of listening purposefully and strategically with your listening. Researching market trends Provides a snapshot of customers’ landscape Alerts you to changes in industry that may effect your customers Gives you a baseline for comparing your customers’ data against the larger industry trends Tip: try trade associations, Bureau of Labor Statistics, university research departments, non-profit research entities such as the Pew Research Center. Listening to your employees (coming soon!) Listening to your customers (coming soon!) Start with market trend research and add the other two once you’ve got step one set up. Once you begin listening in these multiple ways, look for patterns where there is alignment. To listen to the full podcast with Dr. Ursula Saqui, click here:     Like this:Like...

Market Research: Creating Listening Posts – Part 1

Can you describe your ideal customer? Do you know what they want from you? Have you ever asked? If not, you’re not alone. Many small business owners feel market research is beyond their budget or skill set. However, there are some free and low cost tools you can use to help you with this important task. Gaining information from a variety of viewpoints is best, “but starting small is better than not starting at all”, says Dr. Ursula Saqui of Saqui Research in Crown Point. Saqui recommends the following strategic methods of listening purposefully and strategically with your listening. Researching market trends Provides a snapshot of customers’ landscape Alerts you to changes in industry that may effect your customers Gives you a baseline for comparing your customers’ data against the larger industry trends Tip: try trade associations, Bureau of Labor Statistics, university research departments, non-profit research entities such as the Pew Research Center. Listening to your employees (coming soon!) Listening to your customers (coming soon!) Start with market trend research and add the other two once you’ve got step one set up. Once you begin listening in these multiple ways, look for patterns where there is alignment. To listen to the full podcast with Dr. Ursula Saqui, click here: Like this:Like...

Social Media Sales Funnel Example: A Bride Plans A Wedding

If you’ve never been employed in sales, then the concept of a sales funnel may be new to you. The funnel is a construct that helps us understand how business relationships originate from a relatively broad category–people who have vaguely heard of you–and filter down into ever closer steps. Here’s an example of how it might work: Theresa is a 24-year old woman received an engagement ring and eagerly begins planning her wedding. One of the first things she did was to update her status on Facebook from “In a relationship” to “Engaged.” 124 of her 1600+ friends like and comment her status update within the hours of her posting. Besides the well wishes and emoticons, there is also advice: “Have you looked at halls yet? My cousin Nikki got married at Banquets of St. George and loved it. ~ Friend from high school “”Might be a little early, but Party Masters is having a 60% blow-out sale this week on seasonal items.  If you stock up now, you could save a lot. There were really cute snow themed centerpieces that would be cool for a winter wedding next year.” ~ Friend who just threw a shower for a mutual friend “I was just looking at an album from a friend’s wedding. They used Bella Photography in Valpo. Check out the pics of the retro album. Totally reminded me of you guys.” Link to URL of picture cited attached within Facebook Odds are that soon savvy Facebook marketers will start showing up on Theresa’s news feed with sponsored ads and stories, trying to appeal to her.  That’s a good...
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