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Monthly Archives: June 2013


Absolutely No Cursing!

Posted on June 26, 2013 by jstratton

I love local. It’s the heart and soul of a community, our neighborhoods, and our social circles.  The term brick and mortar actually means something to me. Now, I am not that person who doesn’t like a good online deal despite my local retailer, but I am that person who feels there is a happy medium.

Recently my wife of two weeks and I shared some fish and chips at our favorite family owned Irish pub.  While sitting at the bar a gentlemen next to us was reminded several times by the bartender “Sir, (pointing at the sign above the bar) this is a family friendly restaurant, absolutely no cursing!”  I say several because on the forth attempt to remind him, the bartender cashed him out and asked him to leave. I must admit, this was a first for me. 

The whole time I was in awe of how professionally the employee stood her ground – stern yet sympathetic, understanding yet consistent.  What does this have to do with local you ask?  Everything! To me, local is an experience – the food, the employees, the décor, and the front line employee talking to the owner on a daily basis.  In this situation, I was most impressed by the employee and her actions.  She consistently took the high road, she knew the brand “family friendly”, she spoke the brand with not only her words, but body language. This is what every owner, every customer service trainer, every parent would be proud of.  And all because she had a connection with her workplace or shall I say passion about her customer’s experience.

In the typical marketing environment, we tend to lean toward outbound channels. So, take this wonderful example of why we as marketers should never forget about the experience within our own “brick and mortar”.  Internalization of the Brand should always be first.  Your employees are the best brand ambassadors in the world.  If the marketing message on the billboard, website, email, etc. is not being fulfilled upon arrival – Houston, we have a problem! Fiddler’s Hearth understands that every employee has the opportunity to “market” to their customers.


The Ecommerce Secret Sauce

Posted on June 19, 2013 by nmcelwrath

Getting the most out of your online store is paramount. There’s a good chance your online store exists to actually make money. The trick is to get the most from your visitors by knowing what it takes to get your visitors to return. One essential ingredient in creating a “sticky” online store: Engagement. But how do we create engagement? There are several factors that help your customers take the plunge and place that order.


Relate to your customer

Knowing your audience is important in any marketing effort, but knowing your audience’s habits and history will help you notice trends and be able to deliver content that is useful to them. For example, if you know certain pieces of the puzzle, say their IP address, you can perform an IP lookup to get their location and deliver location related information that may help them make a buying decision. Just a simple IP lookup can turn up some very useful data such as census data of the buyer’s city. Creating audience personas can help you better target your customer. Name the personality traits, situations, family structure, anything that will help you better focus delivering relevant, yet specific content to your customer.

Remove the friction

Remove the hurdles that your customer has to jump over in order to purchase your product. Put yourself in your customer’s shoes, make yourself repeatedly walk through the buying process as a buyer, minimize any doubt that may keep them from placing an order. These steps can help eliminate abandoned carts. Creating a pleasant user experience is essential in engaging your buyer.

Measure it

Above all, how you are measuring, analyzing and reacting to this data is key to all of this coming together. If you are targeting users in the Great Lakes States but not having a way to measure who is visiting your site based on their location, there will be missed opportunities aplenty.