Posts Tagged ‘hats’
The Consumerist is one of my must-read blogs. But I don’t necessarily read it for solid marketing and communications advice. Until this morning, when I opened up my feed reader and found a post called “The Silly Hat Shop.”
It reminded me of a cool furniture store in my neighbourhood in Ottawa. They sell the sort of furniture that funky condos would have, as well as custom design services for furniture.
On their door, they trumpet that they’re on Twitter, Facebook, and LinkedIn. What’s that mean? For Twitter, they’ve posted 76 tweets in two years, with less than 50 followers. Most of those tweets are for sales on their products. On Facebook, a page with 133 friends and an unending series of sales. And on LinkedIn? Well, they have some employees there.
What does their online presence say to me? I’m NEVER buying full price from them, and they aren’t that different from a Leon’s, a “The Brick”, or other furniture stores. In short, Ben Popken needed a hat and bought one at a new hat store. They then subjected him to a variety of marketing and loyalty techniques that, in his opinion and mine, don’t fit a hat shop. A frequent buyer card? Really?
I’d also wager that neither the hat shop nor the furniture store have put a second of thought into how they are going to evaluate the success of their frequent buyer club or their Twitter account.
Being a great buyer / retailer of hats, of furniture, of whatever, does not make you a great communicator of what you’re REALLY all about. If you sell great funky furniture that deserves premium treatment — and prices — why not treat it that way? And act as if you’re a trusted advisor rather than a salesman? If you sell hats, don’t treat them like they’re a cappuccino.
And if you can’t think this through because you’re too close to your store, too much in love with what you do — hire someone with a clear vision and trust their insights to do it for you.
(Photo CC licenced from Flickr user Slimmer_Jimmer)