babepi

styling • strategy • teaching

Instapost from October 24

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Last October 21 Modena wrapped up its experience as a Hollywood location, for Ferrari, the Michael Mann movie to be released in 2023.

A couple of weeks ago I visited one of the set locations, now abandoned, but still littered with leftover props. The sign on the left, “Lessons to be learnt” is incidentally one of the most important and overlooked phases of project management. It’s also one I cherish, since the time I used to plan destination weddings and on my way back from a job I would record vocal notes detailing what had worked differently than expected and what I could have done about it.

It’s also the principle I apply to my monthly newsletter about personal organization (only in Italian). To learn something in life you don’t always need to enrol in a course 😉

Virtual events for brick and mortar stores

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Traditionally, this is the season when brick-and-mortar stores plan the most events. To attract new customers, enable Holiday shopping, and run tantalizing discount events.

How can you get the most out of this period during a pandemic? How can you quickly adapt to varying degrees of lockdown and/or limitations? I have been collecting ideas for a few months and what follows is a practical guide for independent stores.

My advice is to rethink your traditional promotional events, turning them into virtual or semi-virtual events that allow people to participate without compromising their safety.

If you had been planning to run a product launch party, or a promotional sales event in your store, this Fall/Winter, do it virtually.

If the pandemic conditions in your area will allow it, you will still be able to integrate the virtual event with some in-person activities, but it’s important you set yourself in the most appropriate frame of mind.

Face change with a long-term approach

You should not approach rethinking your events as an emergency and short-term solution. On the contrary, you should strategize a long-term plan for events, that is effective and efficient no matter the pandemic situation.

Don’t plan based on a supposed comeback to normalcy (whatever that might mean). By planning this season as the first one where consumers will change their relationship with stores, you will be ready to serve them better even in the future. It’s not just common, it’s also a smart response to recent research that highlighted the impact the pandemic had on consumers’ behavior, and how there’s a trend of this impact stabilizing.

Just read this paper McKinsey published last August: Meet the next-normal consumer. McKinsey and Oxford Economics highlighted consumers are increasingly drawn to:

  • choosing e-commerce over in-person shopping;
  • sticking with brands they already know;
  • shopping less frequently, but buying more;
  • picking stores that are local to them;
  • prioritizing sustainable options.

The future is now

Let’s be clear, your customers will come back to your physical store. But it’s likely they will do so only if you’ll be able to nurture a satisfying relationship with them even when restrictions prevent them from visiting.

Whatever resistance you have to this vision of the future, there is no denying planning virtual events has many advantages for a physical store:

  1. it allows you to reach and engage people who are not local but who have been a fan of the store;
  2. it allows you to accommodate more people than your limited store space would have allowed.

Goals are the same, you just need to adjust how you achieve them

Furthermore, changing the way you plan events doesn’t mean giving up on your goals. You can still plan events that will attract new customers, or engage the ones you have, or launch a new product line.

Your needs and goals do not change, you are simply finding new ways to nurture the relationship with the customers you want to attract and engage. For example, you could run a televised home shopping feature through your Instagram stories from your store. That would allow your customers to virtually visit your store and shop from it with your assistance.

Everything you need to plan a virtual event for your store

If you haven’t set up an ecommerce yet you might be scared of a switch to virtual promotional events. Clearly an ecommerce would provide a seamless virtual shopping experience, but it’s not vital right now.

The basic checklist of things you need to plan effecting virtual events in your store has three items only:

  1. a steady online presence with a proprietary website (built on the foundations of an SEO strategy) and your Google My Business page. The latter should be frequently updated, especially as far as your contacts, opening times, and reviews are concerned;
  2. any social media profile with a “live” tool and possibly a linked products catalog. Instagram is the easiest one to use, but consider your client base and whether Facebook might a better option, depending on which generation you are targeting;
  3. virtual perks. To ensure people will attend your event you will need to provide added value that needs to be virtually deliverable. For example, you could provide a virtual consultation (Trinny London started doing this during the first lockdown in the UK), or a discount code that can be redeemed online as well as in person, or even a gift you can post to your customers.

Useful tools

Once you’ve taken care of the basic check-list of things you need to make your virtual event happen, you need to collect a few tool that will ensure your event is a pleasant experience.

Start with these three:

  • a good quality camera and a tripod. You could make do with the latest model of any smartphone, but if the event requires you to move around your store you might want to have somebody else filming you with a stabilizer;
  • a lavalier microphone to make sure your voice comes out loud and clear. Sometimes smartphone earphones are enough;
  • any data collection system that ensures you adhere to privacy laws (depending on where you are). It should be easy to use and to access online so that people can use it from home or in person. You could create a landing page linked to your website, then have either people fill in their info from a tablet you will provide in-store, or access it from a link sent via Whatsapp or from a QR code. Make sure the wording of your privacy form allows for shooting photos or videos of people coming to your store during the event if you plan to do so.

Integrating virtual and in-person experience

Maybe you’ve noticed all the advice I have provided until now is suitable for both fully virtual events and in-person events that allow for virtual connection.

I encourage you to keep planning hybrid events for a while, to accommodate a range of restrictions. All kind of events can be planned as hybrid, you could:

  • launch a new collection (or new products) to 15 of your most loyal customers, then stream it for everyone else to see;
  • arrange a limited sale (with special prices reserved to registered customers) online at the same time as you have it in-person at your store;
  • strike a partnership with another store in your area, sharing clients’ lists and planning a workshop together. This could be a limited-access in-person event in your store and be streamed on your Instagram account.

And so forth. But let’s dive in one example.

How to launch new products hybridally

The brand of jewellery you sell exclusivally in your town has a new collection out. How can you launch it effectively?

First of all, plan a virtual launch, creating:

  • a presentation page for the collection on your website;
  • product pages for every element of the collection on your ecommerce;
  • alternatively, product pages on your Facebook/Instagram catalogue.

Shoot pictures of every item in a recognizable area of your store, and write product pages making sure you describe every item as completely as possible, thinking of ways to substitute the sensory experience of seeing them in real life. Clearly show sizes, write them down in the description, describe every nuance of color, material, finishing.

Then plan a presentation for a Sunday morning and allow access to registered customers only. Create a limited discount rate for the duration of the event (or the day of), that you will provide to registered customers only.

During and after the event

Make sure you shoot images of the items as they’re tried out, moved around, combined with other accessories. Ensure the in-person experience is safe, and sanitize the space accordingly.

Ask for help from relatives and friends so you can accept orders via phone and/or Whatsapp if you have no e-commerce yet. Start packaging items as soon as the event is over (choosing sustainable solutions) and arrange for delivery as soon as possible.

The week after the event send a thank you note to everyone who attended (virtually or in-person). An email or Whatsapp text is enough, but a postal card will make all the difference. Pick a simple message: “thank you for being a part of <the event>, you’re now officially part of our tribe”. Include a minimal discount code that they will be able to redeem for a long time, or add a pin with the logo of your store.

Even if you should run the event from your own home you will have ensured sales and loyalty from your customers!

Cover photo by Markus Spiske via Unsplash.

Quitting Instagram, my own strategy

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babepi | quitting Instagram

When Lush announced they would quit social media last year my first reaction was calm curiosity. Unlike many colleges I didn’t think it was simply a media stunt, nor that it would turn out to be a one-size-fits-all solution.

On the contrary, I followed what happened and I gathered intel, because I myself was contemplating the option to untie my marketing from social media.

In fact, over the past six months, I came to the decision to quit Instagram.

Quitting Instagram at this moment, when it’s wildly populated and popular feels counterproductive both if you have a business to promote and if you’re looking for a creative outlet online.

I came to my decision mainly for ethical reasons and based on past experience.

In 2017 I was off Instagram for ten months.

Entirely. I didn’t have an app installed on my phone, I wouldn’t browse the portal from the web, I wouldn’t post nor interact with other users. I can attest I survived.

Furthermore, aside from a period when I was dealing with health issues, during those ten months I continued to work, in fact rebuilding a brand from scratch, without any active Instagram profile or Facebook page until May 2018.

Clearly, this is not for everybody. But it’s feasible. Especially if our values no longer align with those of Facebook Inc.

I never thought “fighting with algorithms” or poor redemption on campaigns were valid reasons to disavow a social presence. At the end of the day, algorithms regulate any online interaction, and campaigns are rarely made successful by the channel alone.

However, Facebook Inc. has increasingly and unequivocally taken political and ethical stands that I don’t feel comfortable with.

The Cambridge Analytica case is but the tip of an iceberg built on a conspiracy of silence and questionable decisions during recent political events. During the lockdown, I started feeling increasingly uneasy about it. I wasn’t comfortable with sharing that much data with the company, at exploiting their tools to market my name, at advising clients on how to build strategies based on its resources. It was this discomfort that triggered my completion of this new website.

At the same time I resolved to plan a strategy to quit Instagram and Facebook at least with my brand.

I am not as naive as to think I will be able to entirely quit both channels shortly, precisely like I know I will never be able to go entirely zero waste. But I trust this is the right direction, and that I can do my best from now on to align my values and my practice on social media too.

How the transition will work

First of all, I have designed a marketing strategy heavily relying on proprietary channels such as my website, this blog, and my newsletters.

I began working on this strategy during last Summer, firstly planning regular website updates so that this platform will deliver fresh content on a regular basis.

Within this blog, I created a new category that will soon group more visual blog posts. These will replace my regular Instagram posting. I have planned to invest in having a custom theme designed in 2021 to better showcase this content, so that you can browse it as you would my Instagram grid.

My newsletters (mostly the Italian ones) are increasingly providing conversation-starting sparks, that are picked up by readers on email or in real life at events. I love this kind of exchange and it’s arguably the most important part of my marketing.

Next, I scheduled these changes, drafting a roadmap to quit my profiles.

I decided I will run one advertising campaign on Instagram and Facebook next Fall (it’s my first, with the babepi brand). In fact, it will be two campaigns servicing different goals.

During the months leading up to June 2021 I will post on Instagram to:

  • share some insights on themes I am passionate about;
  • show some behind the scenes from the La Fortezza cookbook that I am producing with Annette Joseph;
  • interact with people I admire, to foster connections that can move to LinkedIn or on email, and personal relationships that I can deepen live.

Ideally, I would like to quit Instagram during the summer of 2021. But realistically, 2020 messed so many plans that I will not be strict about this deadline.

Where will my social media efforts move to?

At the moment Pinterest is the social network that seems to both be aligned with my values and useful for my brand. I have been a user since 2012 and I have always reaped great benefits from a presence on it.

During the last months, I have gradually redirected the main focus of my profile to my current business goals, I have created custom templates for my fresh pins, and I have drafted an editorial plan.

Next on my planner is to gradually implement this editorial plan, heavily investing time in pin creation and scheduling. But also, hopefully launching campaigns next Spring.

What about you? Should you also quit Instagram?

Any strategic decision should be solely based on your business goals, values, and mission.

This also applies to my decision to quit Instagram. I decided to discuss it here for three reasons. I wanted to:

  1. explain to you the changes you will see on my profile in the next few months;
  2. make you my accountability partner on this, bounding me to deadlines that have been on paper only until now;
  3. offer you a different perspective on social media to make you aware of possibilities.

There is no social network that you should use regardless of your goals, values and mission. There are conscious choices that you can make to use a tool or not.

This is why I will not advise my clients to quit Instagram themselves. For most of them, this is still an unavoidable resource in terms of cost/benefit ratio. That being said, I will certainly make them aware of the implication of using this platform.

I might even go on using it myself, as a creative outlet, even though I plan to create a more personal visual blog.

But that is another story.

Cover photo by Lucrezia Carnelos/Unsplash.

Women I admire: Caroline Hirons

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Questa immagine ha l'attributo alt vuoto; il nome del file è babepi_carolinehirons-1024x538.jpg

Since I’ve had blogs I’ve always wanted to devote a series to profiling women I love unconditionally. Public figures, I mean, that anybody could look up to.

Before you ask, no, it’s not a duplicate of my ‘styling icon’ series, even though they also are all women. If that series is about professional profiles linked to the styling profession, this one is about females across the board of professions and personalities. The only common trait they have is that I feel for them that complex feeling that is half “ohmygod I love everything she does” and half “I want to die and come back as her”. In a word, this is a more frivolous series, and only occasionally professionally relevant.

Today’s post is the exception to the rule, because it’s devoted to Caroline Hirons, aka “the queen of beauty”.

In fact, a crucial reason why I (and thousand of others like me) love CH is because of her influencer role and how she plays it.

‘Influencer’ takes what I do and makes it about what I can do for a marketing team or brand. I’m a blogger/YouTuber. I have influence, but it’s not why I do what I do.

– Caroline Hirons, interview March 21, 2018

For starters, Caroline Hirons didn’t start in her profession to become an influencer. Quite simply she developed a passion for what she was doing (selling skincare), she trained for it, worked with it, and then naturally went on to open a blog, a YouTube channel, a Facebook group, and eventually an Instagram feed that could revive discontinued products and make them into bestsellers just because she mentions them.

Breathe. That was a handful, I know. But that’s the breathless feeling you get whenever she launches anything.

On May 1 she sold out her Spring kits in around an hour (featuring skincare products from some of the best brands globally, some of which were produced in a limited edition for the kit). Some 60 thousand kits went in 60 minutes distributed over half a day, because her well-prepared website would crash every other minute (with up to 100 thousand connections at a time). On May 4, when she announced discount codes from the same brands in the kit, most of the brands’ global e-commerce websites crashed in a matter of thirty minutes. Some of the brands ran out of the products included in the kit in a couple of days.

You cannot fake these metrics, and this is the kind of numbers you should ask a prospect influencer about when you’re considering working with them.

Not the number of Instagram followers they have (CH has just over 400 thousand, but she had around 300 thousand a few months ago). Then you should look at how they operate and at the kind of engagement they generate.

On the website of the agency representing her, Caroline Hirons is said to be “honest, informative and extremely helpful when distributing skincare advice”, and that’s not a marketing spiel. I personally have a history of DM on Instagram where I asked her for advice and she answered, always in person (her dry and assertive style is pretty unmistakeable).

The same kind of interaction happens in comments on her social media posts and during her lives. Again, you cannot fake this kind of interaction with numbers, nor numbers can adequately describe it.

The reasons why I love Caroline Hirons and why you should go check her out now if you don’t follow her already, are also a large contribution to the engagement she generates.

Assertive competence

Many women are tremendously competent about what they do, or about their passion, but they convey that either with arrogant self-centredness, or fake humbleness, or self-deprecation. Instead, CH states what she knows without frills or embellishments, with assertiveness and a clear sense of purpose. In short she puts her competence to use to help people and to provide advice and guidance.

I’m sure this has to do with how she acquired that competence. She naturally transitioned from selling beauty products in real life (at beauty counters) to consulting brands on how to best sell their products, then moving onto effectively selling beauty through the Internet. It took her twenty years to get there, and before that, she had trained, tried, worked for the industry she influences about.

That level of competence cannot be faked. It provides a consistent stance on the topic at hand that maybe won’t register immediately with fans, but over time it will get traction. Some wannabe influencers don’t realize that talking about every product they are submitted as if it was their favorite, relaying the spiel they’ve been fed by the brand, makes them much less impactful and more interchangeable over time.

In terms of working with bloggers in a sponsored situation, it works best if you leave the script at home and let the blogger advise on what will work. We know our reader/viewer better than anyone. And brands that won’t listen/think they know better are best avoided, no matter how much money they wave in front of you. The reader comes first.

– Caroline Hirons, interview March 21, 2018

It’s not just a matter of credibility (as I said, I doubt most fans give it enough attention to notice), it’s definitely more about relevance and impact.

Strong opinions

If you’ve never heard Caroline Hirons rage against novaxxers you’re missing out. But even if you don’t agree with her opinion you can appreciate her coherence and the strength of her beliefs.

Coherence leads her to turn down collaborations and to publically state she had changed opinion on a product or brand, generating backlash (as it happened recently with Drunk Elephant) as well as waves of support.

I can’t give specific brand examples, that would be beyond unprofessional, but I am asked to endorse products that I don’t use all the time. We all are. It may be turning down a fortune but it’s not worth your reputation with your reader.

– Caroline Hirons, interview March 21, 2018

This level of integrity conveys substance to any statement Caroline Hirons make. I’m not the only one trusting her as the sole source of information on how to care for my skin (check with Francesca Marano and Daniela Scapoli).

Self-awareness

What makes it even more natural to trust Caroline Hirons is the frequencey with which she shows awareness of her role and of her impact. And of the consequences of her actions.

She constantly warns her followers not to “credit card their skincare”, and she always provides alternatives in any price range for the products she mentions and promotes. Furthermore, she uses her influence to affect change. Like at the beginning of the pandemic, when she was very vocal about calling out retailers for laying off employees or for keeping them home without pay.

It’s not common to find that level of self-awareness, but I believe it’s the mark of true greatness.

So yes, I will die happy if I can have an inch of that greatness when I get her age (in seven years). I know, it’s impossible, but a woman can dream.

How to shape a new in-store experience for your customers

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Questa immagine ha l'attributo alt vuoto; il nome del file è babepi_experience-1024x538.jpg

I came up with the idea for this post on a rare outing during the lockdown. Before you rage at me, I was out grocery and meds shopping for my 74-year-old mother, I was wearing a mask and gloves, and keeping a good two meters away from anybody else.

Walking in the city center when shops are closed always ignites musings in me, even on a regular Sunday. I think it’s because I tend to notice shop windows more, and I also have time to explore my own sense of loss and to think of the reasons why I would go in a store rather than the other. At this pandemic time, the same musings took a different angle.

What could you change in your store to allow your customers to experience it differently?

As I was walking along deserted streets, shop windows seemed a bit banal and altogether I missed opportunity, I felt an urge to enter the smaller shops to rearrange them according to social distancing, and so on. Since we’re getting nearer to the time when shops will at least partially reopen, I thought those musings could come useful to some of you.

I only kept ideas that could be implemented without any investment, and by using what you already have, especially your time and the relationship you have built with your customers.

Style your windows so they can speak for you when the store is closed

Start thinking about your shop window as you would have programmed your answering machine a few years back, use your voice, provide useful information, with your usual tone (whether it’s formal or quirky).

Your store window, now on more than any other time, should not simply display your seasonal stock (that people could find elsewhere), but it should house:

  • a carefully curated selection;
  • items chosen from your customer’s go-to purchases, and items that are eponymous with your store;
  • items that are bound to better satisfy the needs your customers feel now.

If you sell skincare, for example, display your best hand creams, and face masks and moisturizers. Dehydration is one of the worse ways lockdown affects our skin.

Don’t crowd your shop window with the products you want to sell but that customers are not currently interested in. If you really must, display those at check-out as a complement for your primary products. For example, if you sell jewelry (real or costume), people will be more inclined to buy items that can be seen during a video call, like earrings and necklaces. Display rings at check out, and offer them to customers who bought hand cream, as a finishing touch to their pampering but make sure they’re made of materials unaffected by cosmetics.

If you were used to writing price tags by hand, maybe with a personal, hardly readable handwriting, this is the time to go the print route or block writing, and to display them right next to the item they refer to. Avoid listing all the prices in a tiny sheet hidden in a corner of the window.

Finally, create a neat sign with graphics coordinated with your brand (Canva.com has great options), listing a few simple rules for accessing your store. Make sure to add a link that people queuing can view while waiting. It could lead them to your Instagram profile, or to Shopify e-commerce you’ve set up during lockdown, maybe one where they can shop and pick up in-store. This way, even those in a hurry will be able to buy from you, without entering the store and arranging for a later pick-up instead.

Arrange for customers to visit by appointment

Especially if your shop is small, customers will not be able to visit exactly as before. Depending on the size of your space you might need to allow one person in at a time, while the rest will need to queue outside.

How can you organize this in a way that doesn’t penalize your most faithful customers? First of all you could grant them priority access. If you have their contact information (even just their Instagram handle), reach out with a message including:

  • a genuine request after their well-being; it’s a great way to re-establish a connection, plus it could lead to asking them “I know you’ve had other things on your mind, but is there anything you have missed from my store and that you would like me to set aside for you?”
  • information about reopening, including times and days, and how to access your store;
  • the possibility to book an appointment, at the time most convenient for them, if they were thinking of visiting, so they can skip the queue.

Once you have reached out to your best customers, you can announce the possibility to book an appointment on your website and all your other channels. Including your newsletter, but you might want to do it there first, while you’re still calling your customers, this way people who receive the newsletter will still feel its value as an access point to exclusive offers.

Your announcement should clarify whether you will be welcoming customers by appointment only (I wouldn’t do that), or if people will also be able to visit you directly, but in that case, they should be warned of potential waiting times. As you will start reopening and experiencing this new way of work, keep track of average visiting times so that you can better warn your customers of waiting times, on your website, your channels, and the sign in your store window.

If people (understandably) tend to linger just for a chat, set a gracious timer for their visit. Explain it to them and seek their collaboration, pick a fun song to mark the end of their allotted time, and if you can and are willing to, allow them to book another visit at a quieter time for more chats.

Finally, if you have pavement space or a parking lot under your control, arrange for a few seats to make the queue more pleasant.

Build on the one-on-one experience, as if you were a personal shopper

Making do with limitations is my favorite approach to hurdles and change- Much better than whining and despairing over things beyond our control don’t you think?

My making do of reduced store accessibility would be to turn any visit in an appointment with a personal shopper. At the end of the day you don’t need much:

  • submit a shortlist of questions to anybody booking an appointment; ask them what they hope to purchase, what kind of need they’re trying to fulfill, how much they intend to spend, what are their likes and dislikes. Ask the same questions to any visiting customer, show them a genuine interest in helping them;
  • arrange for an area of the store where customers will be able to sit and peruse a selection of items you’ve prepared for them according to their answers; take the time to illustrate how each item is the right fit for them, then leave them alone to evaluate their purchase;
  • bring a thermal bag to your store with a bottle of bubbly and single-use cups, and offer your customer a glass of white to go with their experience.

This idea works best if you have a wide array of stock that could disorient your customer, but it will work if you’re willing to step in their shoes and arrange for a selection of items that they truly desire and need. And if you make them feel taken care of.

Never before, now and in the following months, customers will come to you looking for what they truly missed: human touch, attention, and service.

How to survive this global pandemic

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Questa immagine ha l'attributo alt vuoto; il nome del file è babepi_survive-1024x538.jpg

I honestly thought I would refrain from writing yet another personalistic blog post about “life at the time of Covid-19”. Then Kelli Lamb asked me to write a post for her personal blog, and since she’s the editor in chief of my favorite online interior magazine… I couldn’t tell her no. Then I realized I was posting on Instagram about the life we’re leading at home, and it quickly escalated from there.

This blog post doesn’t provide a unique and fool-proof way to come out of lockdown with a sound mind, fit and recharged, nor it lists ten steps (I’m too busy surviving to come up with anything truly SEO-friendly).

On the other hand this is a list of things you could do in order to survive.

It starts from here.

‘Survival’ is the key.

This is a time when our wellbeing is under attack:

  1. physically, because we’re just at the beginning of a global pandemic that will last until 70% of the population will be immunized by vaccination, which realistically won’t happen for another 18 months;
  2. economically, the sudden global economic downturn has already affected the world, and the situation will stay bad for a while;
  3. psychologically, the uncertainty of our future, fear for our own well-being and the safety of our loved ones, a long period of social distancing are our travel pal, and they will stick with us for months.

In a nutshell: hand me the vodka bottle.

Within this context there is not point in setting lofty goals to achieve, because regardless of the commitment and effort we’ll put into it, life will probably keep on giving us the finger.

So, personally, I lowered my expectations to the bare minimum: surviging, breathing, eating, sleeping, etc. Incidentally this means I feel like a goddess whenever I accomplish anything!

Just to be clear, I’m not advocating for idleness (although there’s nothing wrong with it), I’m rather proposing that we should be very very generous with ourselves, and be even more mindful of expectations. Both ours, and other people’s ones.

The same goes for work. If your clients or your employers expect you to do the impossible at this time… defend yourself the best you can).

If you are self-employed, try to focus your little energy and resources on keeping it alive. It might mean pivoting your business, but mostly it’s about cutting operations to the bone in order to be sure you can perform them at your personal best. This way you ensure you leave a good memory to your customers… or certainly better then those businesses that decided to build whole e-commerce from scratch during a pandemic then they can’t keep up with logistics.

Routines save your life.

They’re not glamorous, they are seldom fun, they require time to catch. But they truly save your life.

Again, this works for both people and businesses.

Routines trick people into a false sense of security and control. If you’re doing the same things day in and day out, you can pretty much predict what’s going to happen today, which eliminates the paralizing uncertainty regarding your immediate future. Even if we don’t know for sure when this pandemic will be over, we can control what time we’ll wake up tomorrow, what we’ll eat for breakfast, what we will wear, and so on.

The more simple, natural for you to do, and pleasant a routine is, the easier you’ll get used to it. And yet conquering a routine provides an accessible success that will make you feel like you’re actually in control of your life.

For business, routines are about enforcing good systems (from order management to sanitizing procedures and safety measures) while reducing costs and the opportunity for mistakes.

Socialize less but socialize better

Humanity doesn’t perform that pleasantly under pressure, regardless of how many flashmobs and donations are publically arranged. Since social networks are a stage for humanity it shouldn’t come as a surprise that they aren’t very nice places to frequent at this time.

Personally, I find harder to deal with those channels that rely on words, because they welcome opinions. I find that reading them doesn’t help me cope with what’s going on, and it provokes extreme reactions in me.

The types of post that would lead me straight to alcohol poisoning (if I hadn’t stopped going into Twitter and Facebook) are the following ones:

  • complaints by teachers about what is expected of them;
  • obnoxious commentary on any Government pronouncement, and on any opinion about it. Nothing is ever good enough, even if nobody has any idea what good enough would look like;
  • posts by people who aren’t parents, mocking parents because they’re going crazy at home with their kids (apparently it’s because we raised brats, not because any kid would go nuts if she went without socializing or outdoor time for months);
  • pretentious posts (but I couldn’t stand them before either);
  • posts exposing anybody violating social distancing. Get a life;
  • every “it’s going to be alright” post. First of all, not everything is going to be alright, and spreading this false optimism is going to giving people an alibi not to be proactive. The way I see it, things will go according to what we do, not according to a predetermined happy ending;
  • every post calling phase 2, a “new beginning” or “freedom”, etc.

By all means, if writing and reading these posts is helping you feel better, don’t make me stop you. You do you. But be aware of any signal from your psyche, because you don’t want to snap at a loved one you’re living with just because of something a stranger wrote.

Also, now it’s the time to find yourself, somebody, you like to have in your life, even just as a friend, and to spend more time talking with them about things you’re both passionate about.

It’s great to do good, but try not to harm yourself.

Let’s just say it’s not super-smart to extinguish your funds to support the businesses you love if that leaves you without money to pay the bills.

The same goes for emotional resources. They’re not unlimited so try to ration them, rather than extinguishing them on endless phone calls with people who’re in need of psychological support. You won’t realize it at first but they might drain you.

Once the communal feeling ‘we are all in this together’ fades, it’s time to take stock of the material and immaterial resources you have and need to navigate this crisis, then pace yourself as you spend them.

It’s not being selfish, it’s surviving.

Photo by John Cameron/Unsplash.

10 marketing actions for brick and mortar stores

da

I inaugurated 2020 in Georgia, United States. AmericasMart had invited Annette and me to talk to the visitors of their January Atlanta Market.

Our event was on January 16 and you can read Annette’s reportage on her blog (and see my pictures from that trip on Instagram in my Highlights). I thought that a time of lockdown it would be useful to revise the content of our talk.

Ten simple tips for brick and mortar shops, to stay relevant online in 2020

The tips below are grounded in Annette’s experience working with brands and stores, in our common editorial background, as well as in my marketing expertise. Finally, we were lucky enough to have our friend Kelli Lamb, editor in chief of online magazine Rue, to moderate the lively conversation with the audience in Atlanta.

We structured our talk to address mostly owners and buyers of independent stores specializing in interior, decoration, and gifts, so you will not relate to this content if you own an e-commerce or if your shop is part of a chain.

I must preface by saying that looking back over my notes now, I am very proud of the advice we came up with, that it is still valid and useful. I hope that this could help your store weather the Covid-19 storm over the next months. More down the line, I will publish another article focused on the customer experience in-store, with more practical advice for a pandemic season.

1. Make peace with constant change

Atlanta Market 2020 Talk - 1 cambiamento

No matter the business model, you have to contend with accelerated change in any market, nowadays. There is no point in coming up with a model that you plan to keep unchanged for years. The sooner you make peace with this, the better you will be prepared to face change rather than surrender to it.

2. Find your niche

Atlanta Market 2020 Talk - 2 nicchia

You must have heard this a milion times, but it’s always worth repeating if there are still businesses and stores trying to please everyone. Customers want to feel like they walk into a space concieved for them.

Furthermore, once you define your niche you will be able to get to work on authentic communication suitable for that public. Your voice is precisely the combination of the tone, register, and content that speak of your customer, far before they speak at her.

3. Apply your style to your brand

Atlanta Market 2020 Talk - 3 marchio

Your business idea will influence your store style, and it is imperative it shows on your brand. That is the fastest way to be found and recognized by the right audience.

Clearly a brand is more than just your logo. Your store signage, the color you picked for its walls, the way you styled your merchandise, your packaging, must all tell the same story, in order to be effective.

4. Think like a concept store

Atlanta Market 2020 Talk - 4 concept

In the world of lifestyle, a store selling just one category of merchandise is missing opportunities.

It’s a complex topic, and it would need pages and hours to fully be explored, but to cut it very short, the experience is a decisive factor in a world where most products can be bought online at a cheaper price. But experiencing is about all our senses, and it plays on different neurological connections, thus it cannot be bound to just one product category.

5. Curate your space to create a memorable experience

Atlanta Market 2020 Talk - 5 spazio

It is vital that your customer has a memorable experience in store, if you want her to come back and not to buy online next what she bought from you. The first element of this that you can shape is your store space.

Design your store with your customer’s experience in mind, trying to make it as seamless, pleasant, and satisfactory as possible. Focus points might vary according to the merchandise you sell, but reception, hang our, payment, and packaging/delivery are always crucial.

6. Style your merchandise with Instagram in mind

Atlanta Market 2020 Talk - 6 allestimento

Even before thinking of a digital marketing budget, you should design a store that your customer wants to photograph and display on their Instagram feed.

Arrange products in appealing vignettes and make sure stock storage is nice to look at as well as well organized. Next, let your customer know they are welcome to take pictures and share them; make it easy for them by displaying signs granting permission and providing your tag. Then thank them, they are advertising you to your target audience.

7. Use Instagram as an e-commerce

Atlanta Market 2020 Talk - 7 vendere su Instagram

Since your customers are already advertising you on Instagram, make it super simple for their followers to buy the products they fall in love with!

Use the Catalogue feature provided by Facebook/Instagram to create a ‘Shop Window’ feature with product sheets displaying neat pictures. Then animate your own feed with inspirational images of your products seen in action, and tag them!

8. Craft a seamless experience

Atlanta Market 2020 Talk - 8 esperienza

The easier it is for your customers to shop with you, the better. So stop forcing them to come to you when they need to restock their favorite candle! Instead, invite them to visit when you have something new to see, just for them.

To do this, you need to create an omni-channel experience beginning in store, but continuing online and with delivery.

9. New shopping experiences

Atlanta Market 2020 Talk - 9 esperienza

The bottom line is, you need to create new shopping experiences that fulfill your customers’ needs. Membership and loyalty programs should provide you useful data to better serve your customers, reminding them only of new arrivals they will absolutely adore, and allowing them to better spend their money.

Coming up with subscription programs to your customer’s favorite products (candles, skincare, stationery), better even if they’re scheduled to be delivered to them around the time they might run out of them, will make them loyal to you.

10. Welcome your customers back

Atlanta Market 2020 Talk - 10 benvenuto

Finally, as soon as it’s possible, open up your store to unique and truly engaging events. Give your customer a reason to come back to visit you, beyond seeing what new products you have.

What do you think of this advice? Do you own a store? Have you tried doing any of this already? If you feel like it, DM me on Instagram to tell me about it.

What I mean when I say Lifestyle Design

da

Once upon a time in a faraway galaxy, I used to plan and style destination weddings for a living. Then I had a burnout episode. My business model was utterly personal and yet not entirely viable, psychologically speaking. As I sometimes do, I hadn’t entirely followed my own advice.

Three years later, I still haven’t made up for all my mistakes, but I am confident I have finally designed myself a viable lifestyle, and one that fosters well-being. The word choice behind ‘lifestyle’ and ‘designing’ is entirely purposeful, as I feel ‘organization’, ‘life’, ‘work’ can be limiting concepts, taken by themselves.

This post is where I take the time to explain what I mean by “designing a lifestyle”.

I came up with the ‘lifestyle design’ definition back in 2016, to market a series of personal consultancies revolving around strategy and organization. The service was built off my planning skills, my knowledge of organization and strategy tools, and my stance, steadily on my clients’ side.

These consultancies allowed me to lend my expertise, capacities, and approach to those women who couldn’t seem to build a life aligned with their identities and their aspirations, without being influenced by outside expectations.

Why lifestyle design

I immediately embraced the concept of lifestyle design for a number of reasons.

First of all, work is not necessarily central to a lifestyle.

I find the idea that work defines our lives culturally biased. Not everybody has aspirations to build their lives around a career.

When Dave Evans and Bill Burnett created the Designing your life method they used the term ‘life’, but they were actually focusing on helping people find a professional vocation that would ultimately allow them to achieve a ‘joyful and well-lived life’. Life was the by-product, not the focus.

But what if I wanted to build my life around a different vocation, something not work-related? What about people who choose to accept a menial job just to get an income to finance their free time and more personal passions? Do Evans and Burnett think that a bus driver could not achieve a ‘joyous and well-lived life’?

The idea that the quality of everybody’s life should be determined by their choice of profession and work is not only culturally biased, but it’s also very typical in Northern American US culture. I for one don’t identify with it. I personally think we are more defined but who we are than but what we do. I personally think that even people who legitimately built their lives around their careers (and accordingly they would benefit from Evans and Burnett’s method) did so because of a choice stemming from their identity.

But contrary to what Evans and Burnett (and generations of North American motivators) seem to think, the job we choose cannot always be determined by our vocation and motivation alone. Our choice is always determined by a variety of factors, like chance and opportunity (which are sadly not equally available), by the choices other people made for us, by our gender, the color of our skin, our accent. And the list goes on.

There is something that can be exempt from this outside influence, if we try, something less determined by chance, timing and other people’s choices. And that’s our identity, who we are.

When I say ‘lifestyle’ I mean the application of our identity to our life.

The choice we make to try and live a life aligned with our identity, the purpose we find in life, the people whose company we decide to keep, the way we employ our time; all of these decisions can be entirely ours, regardless of the work we do.

So why don’t I simply use the word ‘life’, but I chose ‘lifestyle’ instead? Because unlike our choices and decisions, the life we live is not exclusively influenced by our will. We are not traveling to time and place in an enclosed tunnel, we’re more weaving in and out of viscous ecosystems, where the tiny choice of a toddler on the other side of the world could have an impact on what happens to us.

It is arrogant and irrealistic to think that we could willfully and completely shape our lives. I think our time is much better spent focusing on shaping the style we’d like our lives to have, the broad design of its picture. Focusing on the direction we want to wander towards, rather than expecting to pick every single stop on the journey, allows us to stay flexible during its course, thus being more reactive to unforeseen changes.

In 2016 I didn’t know about Evans and Burnett, because their book was still relatively unknown in Italy, but I chose the verb ‘design’ very purposefully none the less.

By ‘design’ I don’t mean a method, I’m not suggesting to apply design thinking to the creating or a lifestyle. Mainly because I feel like there is never one method that fits all, precisely as there is no one right way to learn any skill or art.

To me, designing is an approach.

Designing is drawing the outlines of an existence that will make us feel fulfilled, creating a blueprint within which to move more assuredly, free from the blank page panic that often leads to us turn back towards the past rather than facing the future.

I always thought writing was a great metaphor for lifestyle, so I found serendipitous this quote about outlining by Laura Carrada:

The secret to avoid anxiety and white page panic is… not to have a white page in front of you. Fill it with your journey plan, one that you will refine and rework as you go. It won’t limit your freedom, on the contrary it will free you of many a qualms.

– Luisa Carrada, Scrivere, che bello!

An approach for females only

As I did introducing lifestyly design in 2016, so today I am considering a consultancy for female clients only. It’s not a matter of positioning and target, but a choice based on the belief that the people who need guidance in this matter more are females. Women by birth or by choice alike.

The world weights down female humans with expectations and a heavy gaze, if anything because of that pesky biological detail that places the responsibility of procreation on our bodies. Women’s bodies have been a battlefield since the dawn of time.

It’s a gender issue, and for a woman to purposefully design her own lifestyle is a political act, precisely because we’re often expected to have nothing to design, but simply to choose if we want to breed or not. And even that choice is often taken from us.

To offer this kind of consultancy only to women means not to place more responsibility on them to keep a balance. On the contrary it’s a way to even the field, to provide tools to make more informed choices and decisions without being influenced by the expectations, the opinions and the demands of everybody else.

Over the past here I have resumed lifestyle consultancies, and they will be available to book from my website. I hope this post clarified what’s behind a seemingly meaningless definition. More than anything, I would like it to be crystal clear what lifestyle design is not.

Lifestyle designing is not coaching, nor therapy, nor a personal organization service

It’s not coaching, because there is no hierarchy between a consultant (me) and a coachee.

Every analysis, answer, decision, and choice coming out of a lifestyle designing consultancy is entirely produced by the person whose life is the focus. My role is to provide tools, looking for them if need be, to provide questions and a sounding board.

Could you do it alone? By all means, yes! I didn’t invent the tools and questions involved in the process. My personal contribution is my ability to effectively listen while withdrawing judgment and biases. ‘Anything goes’ is my guiding principle.

It’s not therapy because it doesn’t involve solving or treating imbalances, mental issues, uneasiness, and it doesn’t delve with the unconscious.

Designing is a very active and intentional process. It might draw on thoughts, emotions, desires, but its work affect the physical reality around us. It’s not about working on the self, but on manifestations of that self.

Do you need therapy? If you asked me, even without knowing you, my answer would always be yes. I think everybody would benefit from therapy, if they can afford it, and have the time and energy to allow it.

It’s not a personal organization service because it doesn’t necessarily start from a point of disorganization. It’s not about applying a system to sort through the mess.

Lifestyle design is useful to very organized women as well as to unorganized women. It could be repeated multiple times during one’s life, because we might grow out of our choices, or some vital circumstances might change.

Does it teach you to be organized? It could, but that’s incidental. Organization is one of the tools it relies on, but only if your path needs it. After all, consultancies always mold around the focus and the specific needs of the person who’s being consulted.

I hope this was clear and easy to understand. If you have any more questions, please ask away!