A Toast to Brand Effervescence!

While Shakespeare said it first, it is easily the lived mantra at omnichannel retailer Boston Proper: “Boldness be my friend.” I recently shared a glass of celebratory bubbly with two smart leaders at Boston Proper—Sheryl Clark, president, and Margaret Moraskie, senior vice president of marketing and e-commerce—after being wowed by my first visit to their new boutique in Boca Raton, Florida.

While Shakespeare said it first, it is easily the lived mantra at omnichannel retailer Boston Proper: “Boldness be my friend.” I recently shared a glass of celebratory bubbly with two smart leaders at Boston Proper—Sheryl Clark, president, and Margaret Moraskie, senior vice president of marketing and e-commerce—after being wowed by my first visit to their new boutique in Boca Raton, Florida.

Having had the honor of working with this brilliant team in the past, I was thrilled to literally walk into their newly reenergized brand experience and see this brand burst into an even bolder stance from their already well-designed and lust-worthy “take me on vacation” Web and catalog pages.

Apparently, so, too, were all their other brand fans. “We had customers standing in line for over two hours for our grand opening. It was a party before the doors even opened!” Clark said. “Our models were mingling with our customers while many of our employees greeted our loyal fans as well. It was wonderful to see the passion our customers feel for us.”

Many words came to mind as I first saw their new rose gold starburst signage upon entering the feminine boutique, whiffed the lovely (and proprietary) scent, then made a beeline to all the “must have” color coordinated outfits and finally stepped into the armoire-accented dressing room with attentive stylists standing by like girlfriends ready to “ooh and ah” and accessorize! A+ words like: audacious, all things feminine, amazing. But one word captured my entire experience: sparkle.

Boston Proper is a brand that sparkles. From the leaders who wear the clothes “like no one else” in and out of the office, to the designers who create the clothes with always the proper embellishments, to the photographers whose shoots transport their customers to exotic destinations where they imagine themselves in those clothes, to the stylists who only want to help make their customers shine with just the right outfit—the internal team of Boston Proper brand ambassadors infuse sparkle in all they do. Their brand effervescence is a competitive differentiator. It’s worth toasting!

I know Clark speaks on behalf of her entire team when she says, “There is nothing more exciting than the journey we are on. To meet our existing customers, deliver them a revolutionary boutique experience and welcome new customers to the brand has been truly unforgettable. We are having fun every day, making the Boston Proper experience, in every channel truly unforgettable—one customer at a time.”

Does your brand sparkle? What are you doing that deserves a toast? Is boldness your friend? What brand barriers might be holding you back? Why not spend some time thinking about ways to add a little bubbly to your brand experience?

Generate Leads With Social Media by Provoking Thought, Not Leading It

Why is it so difficult to generate sales leads using social media? Probably because we’re all busy creating “quality content” (whatever that is!) rather than designing content to generate leads. At the risk of my wife divorcing me, I decided to take a year off and find out how businesses who actually are quietly succeeding with social media are doing it. A year’s worth of research confirmed my suspicions about the so-called “social media revolution” and revealed an exciting opportunity: A chance for more B-to-B and B-to-C marketers to generate tangible business leads and sales using tools like LinkedIn, Facebook, blogs and video.

Why is it so difficult to generate sales leads using social media? Probably because we’re all busy creating “quality content” (whatever that is!) rather than designing content to generate leads. At the risk of my wife divorcing me, I decided to take a year off and find out how businesses who actually are quietly succeeding with social media are doing it. A year’s worth of research confirmed my suspicions about the so-called “social media revolution” and revealed an exciting opportunity: A chance for more B-to-B and B-to-C marketers to generate tangible business leads and sales using tools like LinkedIn, Facebook, blogs and video.

The secret is now revealed: Selling with social media requires shifting the paradigm away from being thought leaders and toward being thought provokers.

These Brands Are Making Social Media Sell
My research revealed how people like Laura Messerschmitt of Intuit are convincing more and more customers to sign up for the Online Payroll product. I learned how investment and property management firm, Jones Lang LaSalle is generating tangible leads on seven-figure commercial real estate deals using YouTube. I discovered how Wisconsin’s AnchorBank and the Queensland Teachers’ Credit Union are increasing share of customers’ wallet and acquiring new customers at record pace.

This Is How They’re Doing it
What’s their secret? Turning friends, followers and content into sales, leads and subscribers means solving customers’ problems in ways that nurtures demand for larger solutions. These companies are helping customers gain clarity on complex problems and then leveraging that clarity. How? By answering questions in ways that make it increasingly rewarding for customers to take action, identify themselves as a lead.

Selling with social media demands brands become thought provokers, not just thought leaders.

Design to Sell, Become Addictive
Successful social sellers know: Engagement is not an outcome. It’s an opportunity to create response. But not by chance. Engagement must invite customers’ questions and respond to it in a deliberate way, as part of a social media-driven direct response marketing plan. This design gathers up customers’ itches (problems), scratches them (gives answers) in yet in incomplete ways. Holding back on providing the full solution is key.

The formula is incredibly close to the illegal narcotics trade. You give customers’ a sample providing momentary satisfaction, but not enough for the desire to be completely sated. In other words, here… have a little bit. You will feel something that you’ll enjoy but it won’t be enough, you’ll want to have more of it. In order to have more you’re going to have to talk to me—and you may even find yourself wanting to buy some from me!

Today’s true thought leaders are thought provokers. They are putting interesting, valuable, addictive thoughts “out there” in ways that prompt customers to ask for more, more often.

Take Action
Make social media sell. Ask yourself: are you giving customers a reason to talk to you on LinkedIn? Are your blogs so bold they provoke action? Does your content marketing strategy show customers ways to avoid risks they don’t yet know they have? Do your YouTube videos or white papers reveal hidden opportunity? Are your campaigns designed so that customers will contact you—so they your team can help them more clearly understand what you just provoked?