About Me

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I've been crocheting for over 30 years, and come from a family of yarn and fabric artisans. I learned to sew from my Grandmother who made several quilts a year entirely by hand...one for each child, grandchild, and great-grandchild. Life situations and changes caused me to take a chance and open my first Etsy shop in Feb. 2011. A few successful months later, I opened my second Etsy shop as BeccaTheBaker...and later in 2011 opened my third Etsy shop as BeyondCrochetToo. I'm a single mother of 2 teenagers (a girl and a boy), plus 2 cats. I'm a 5th generation Native Californian (Northern California. And am happy to be back on the West Coast in the Pacific Northwest where I belong.

Friday, April 29, 2011

How to Deliver an Experience (RePost from: Duct Tape Marketing

For a lot of businesses, taking the order is where marketing ends. For smart marketers, it’s the starting point for the next order and the referral. If you stop your marketing thinking at the transaction, you’ll find it harder and harder to build real marketing momentum.
How you conduct the transaction is marketing, how you deliver or present the product or service is marketing, how you continue to educate and make additional offers is marketing, and how you stay in touch to measure results is marketing.
I’ve done some work with eBay and Etsy sellers and those businesses are great examples of how a company can either struggle or thrive based on how well they see purchases as customers rather than transactions.
The series of photos below represent what I believe is a great example of how to deliver an experience with your product. I’ll add my thoughts to the process of steps that make this a nice case study. This comes from Etsy seller Katie Blair Designs.
Plain padded envelope, but with special hand drawn doodles - this isn't an Amazon package - it's just what I would expect from my hand made purchase
The full contents of the package - wow, very nice looking presentation and look, a business card. Not that innovative, but strangely rare.
And what's this? A free sample of another product - now I want to buy some of those note cards
On the back of the business card Katie has hand written a special offer for my next purchase - I'm feeling pretty good about this and I haven't even opened the actual product
On to the purchase - I bought this for myself, but it's like getting a gift. Note the added branding with the sticker.
The product revealed and note the subtle band of branding on the actual product - how will I ever forget Katie Blair Designs now.
The actual product, found online, is what attracted me, but it was the overall experience that has me referring this business and wanting to buy more because I have a lot of, hmm, brilliant ideas

Wednesday, April 27, 2011

Marketing Lessons From the Cupcake (repost from HubSpot Blog)

http://blog.hubspot.com/blog/tabid/6307/bid/12269/Marketing-Lessons-From-the-Cupcake.aspx






If you have recently attended a wedding, birthday party or Bar Mitzvah, you likely have noticed how trendy the cupcake has become. Starting at $3 a cupcake, these confectionery delights are the craze of party goers and bakery shoppers. Search Quora and you will see reports that their fame gained traction after being offered at Magnolia Bakery and subsequently spotlighted on Sex and the City. Others feel their cuteness alone carried them to stardom.

4 Inbound Marketing Lessons from the Cupcake

1. Experiment with New Channels and Offers

The cupcake wouldn’t have gained its popularity if the first bakery hadn’t offered it to customers. They may have been selling dozens of regular cakes a day but little did they know they could be drawing in more customers by experimenting with the offering of cupcakes.

Marketing Takeaway: You won’t know if it is going to work until you try it. If you are using HubSpot’s software, you can use tracking URL’s on any new call-to-action you experiment with. What channels haven’t you experimented with yet – YouTube, Twitter, email marketing? How are you going to grow your reach if you don’t try new channels?

2. Diversify Your Content

One of the great things about cupcakes is they allow you to offer a variety of flavors to your guests. If you can’t entice someone with chocolate, perhaps a luscious lemon cupcake will get them to table.

Marketing Takeaway: As suggested by Prashant Kaw in “Are All Your Referral Eggs in One Basket” depending on one traffic source is really risky. It is important that you draw traffic in from a variety of sources. Connect with your target audience through a variety of channels. Don’t just offer them vanilla, use social media to share your content, answer questions on LinkedIn and listen to what is being said on Twitter and Facebook. Your target audience likely has different preferences on how they access information, so publish videos to YouTube in addition to blogging, and try some targeted email campaigns that pull people to your site.

3. Be Concise

Cupcakes are cute, small and easy to eat. You don’t need a plate or fork to eat them and you aren’t stuck with left over cake for days after.

Marketing takeaway: Get to the point quickly. Keep your page titles under 70 characters and your meta descriptions under 150 characters. When asking your visitors to fill out forms, don’t ask them to spend more time than necessary. The goal is to get visitors to learn about your products and take action.

4. Create a Strategy

While the end product is a tasty little cupcake, hard work and preparation goes into the end results. You can’t bake a cupcake if you don’t have flour, eggs and sugar, and nobody wants to pay $3 for a burnt cupcake.

Marketing Takeaway: to be successful, you have to have a strategy for how you will create and optimize your remarkable content. Research keywords that you are going to optimize for. Publish optimized blog entries frequently. The more you produce, the more search engines will trust your site and the higher you will rank in SEO.

What has the cupcake taught you about marketing?

Read more: http://blog.hubspot.com/blog/tabid/6307/bid/12269/Marketing-Lessons-From-the-Cupcake.aspx#ixzz1KjJSKt7j