CONTACT: Michelle Tjelmeland
Apricot Lane Web Sites
217-498-1073
info@apricotlanewebsites.com
E-websmart Chosen as Preferred Web Site Designer for Apricot Lane USA Boutiques
Rochester, Illinois, June 30, 2009 – Scott Jacobs, president of Apricot Lane USA, announced today that e-websmart, a Rochester-based Web site design firm owned by Michelle Tjelmeland, will be the preferred vendor to build Web sites for Apricot Lane Boutique franchise stores. Apricot Lane USA is a division of Country Visions, which was listed by Entrepreneur Magazine as one of the Top 50 New Franchises in March 2008.
“E-websmart designs sites with unmistakable flair, and Michelle’s creativity is the perfect match for Apricot Lane stores,” Jacobs said. “Her passion for her work is contagious. She is professional and knowledgeable, and we are very excited to be moving forward with e-websmart's services and programs to further support our Apricot Lane Boutique franchise.”
Jacobs said e-websmart will also serve as the social networking specialist for Apricot Lane headquarters in Vacaville, California, and the franchise stores.
“Michelle is an industry leader in technology,” said Jacobs, “and she will be developing our social networking strategy so we can reach out and relate to our customers.”
Apricot Lane is a specialty clothing boutique that features branded clothing apparel, jewelry, gifts, and accessories. There currently more than 40 Apricot Lane stores in 25 states across the United States. The company plans to grow by 20 to 35 stores per year.
“We are so thrilled to have this opportunity to work with Apricot Lane,” said Tjelmeland, who has over 10 years of experience in the Web design industry. “The stores offer a unique shopping experience, and we look forward to bringing that to life on each site we design.”
E-websmart designed a Web site for the new Apricot Lane Boutique that recently opened in Springfield, and Jacobs was impressed with the quality and originality of the design.
“I contacted Michelle and told her how pleased I was with the design of the Springfield site. I asked if she would be interested in being our preferred Web vendor, and she immediately began generating ideas and designs,” Jacobs said.
Tjelmeland said that her small business background gives her insight for creating the sites for Apricot Lane USA stores. “I know how important it is to brand your business and present a unique image that differentiates you from the competition. We design each site with that goal in mind.”
Tjelmeland said e-websmart will reflect and convey the individuality of each store while maintaining a consistent corporate brand. “Customers browsing the sites will not only see what each store has to offer, but will also get a sense of the store’s unique personality and shopping atmosphere. We’ll create excitement that will make customers want to go out and start shopping at Apricot Lane!”
About e-websmart
E-websmart (www.e-websmart.com) is a Web design and consultation firm based in Rochester, Illinois. Started in 1999 by Michelle Tjelmeland, the company focuses on creating insightful, high-energy, business-building solutions to provide a visually appealing yet functional Web site for their clients. In addition, e-websmart offers Web support and hosting and domain setup, integrates e-commerce solutions, establishes e-mail service, and offers blog and social networking support. E-websmart also creates one-of-a-kind logo creation, custom correspondence materials, and other print material to present a consistent image in an attractive, unique package.
About Apricot Lane USA
Apricot Lane USA is a specialty retail franchise that combines opportunities from the fashion and gift industries to offer branded fashion apparel, jewelry, handbags, accessories and gifts in the styles and trends customers want. Apricot Lane carries designer apparel brands such as Lucky Brand Jeans, Joe’s Jeans, 1921 Denim, Habitual and many other premium denim lines. They also carry the hot new collections by Ed Hardy, Crystal Rock, Sinful, Free people by Urban Outfitters, Hale Bob and other up and coming designers. Many of these brands can be found in upscale department stores but the small boutique convenience, service and environment are the attraction. Today there are more than 40 stores in 25 states across the United States. The parent company, Country Visions, was listed by Entrepreneur Magazine (March 2008) as one of the Top 50 New Franchises and was previously recognized in the franchise industry as the #1 Gift Store four years in a row by Entrepreneur Magazine, and was rated 21st in Franchisee Satisfaction by Success Magazine. Stores can be found in lifestyle centers, regional malls, tourist spots, downtown locations and some strip centers.
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Tuesday, June 30, 2009
Monday, June 29, 2009
Promote Your Newsletter on Social Networking Sites
Constant Contact is one of the most popular online e-newsletter creators on the Web. Sending a regular newsletter helps you keep your business, products, and services front and center in your customers' minds. Social networking also brings tremendous opportunities to increase your visibility and encourage communication with your customers. By using both of these strategies together, you can promote your newsletters to your social networking contacts, and also encourage your newsletter contacts to visit your social networking sites.
Sites like Facebook, MySpace, and Twitter offer new ways to encourage more readers for your newsletter. You can use Constant Contact's archive feature to convert your newsletter into a web page, and you can then share that URL address with your social networking followers. Once you have the URL, post it on Twitter, Facebook, MySpace, and your blog.
Post something like, "We've just published our latest newsletter! Read it by going to (insert link)". Remember that Twitter only allows a 140 character post. You may have to short your link by going to www.tinyurl.com so you can fit all the characters within the limit.
As you invite new readers to browse your newsletter, you will generate more interest and gain new subscribers. Be sure to include a link in your newsletter for readers to subscribe!
My next post will show you how to add a "Join My Mailing List" box to your Facebook page. Check back tomorrow!
Sites like Facebook, MySpace, and Twitter offer new ways to encourage more readers for your newsletter. You can use Constant Contact's archive feature to convert your newsletter into a web page, and you can then share that URL address with your social networking followers. Once you have the URL, post it on Twitter, Facebook, MySpace, and your blog.
Post something like, "We've just published our latest newsletter! Read it by going to (insert link)". Remember that Twitter only allows a 140 character post. You may have to short your link by going to www.tinyurl.com so you can fit all the characters within the limit.
As you invite new readers to browse your newsletter, you will generate more interest and gain new subscribers. Be sure to include a link in your newsletter for readers to subscribe!
My next post will show you how to add a "Join My Mailing List" box to your Facebook page. Check back tomorrow!
Wednesday, June 24, 2009
Three Keys to Content Development for Social Media
Social media offers an easy and affordable method to market your small business products and services to the world. But without a clearly defined communication strategy, your message might not be reaching the right people through the right network. Marketing is not just about selling, it's also about educating. The better you educate, the more you create a need for your product (or service). By providing accurate and valuable information, you can also build trust and loyalty among your customers and prospects as well.
With social media, you have plenty of options to distribute your message. The challenge today is to create the right message for the target audience that you are reaching with each network. It's important to have a well-planned strategy for content marketing through social media. So before you jump onto Facebook or tweet through Twitter, take time to think about the type and style of content that you will be distributing.
1. Before you use social media to market your business, be sure you have something valuable to contribute. Identify what your customers need and then suggest a solution that will solve their problem. This is not about making a direct sell. Forget about pushing specific products and focus on consumer education. What do they need to know about your industry to make smart decisions when purchasing related products or services? This is your opportunity to show your industry expertise and credibility. Use the social networks to contribute helpful advice and dependable customer service.
2. While you seek to attract friends, fans, and followers, remember that huge numbers here do not necessarily represent marketing success. Are you attracting the right kinds of followers? Are they interested in your products and services, and do they need them? Will they purchase and remain loyal? Ultimately, it's the content that will attract friends, so make sure the it speaks directly to your target audience. Use the appropriate style, language, and tone, and of course, the right message. You are building connections that will hopefully help you spread the word about your business with viral, word-of-mouth marketing. It all starts with content, and quality matters.
3. When you initiate activity on social networks, you are implying that you are interested in customer experiences, willing to listen, and ready to respond. Your content must reflect that. It's all about creating and nurturing relationships, and you can't do that by simply providing content and then ignoring the response. Customer feedback should direct future content. Answer their questions. Provide the information they need. Content that directly helps a customer is likely to be shared with others.
Social media is only a tool to distribute your message. You wouldn't pick up a hammer and start pounding nails into wood with a clear building plan, so don't jump onto social networking sites and start haphazardly posting information. You need a well thought out communication strategy. Remember that you can't take content back once you've posted it on the Internet! Without a clear strategy, you may send the wrong message, and that mistake could take a long time to overcome.
With social media, you have plenty of options to distribute your message. The challenge today is to create the right message for the target audience that you are reaching with each network. It's important to have a well-planned strategy for content marketing through social media. So before you jump onto Facebook or tweet through Twitter, take time to think about the type and style of content that you will be distributing.
1. Before you use social media to market your business, be sure you have something valuable to contribute. Identify what your customers need and then suggest a solution that will solve their problem. This is not about making a direct sell. Forget about pushing specific products and focus on consumer education. What do they need to know about your industry to make smart decisions when purchasing related products or services? This is your opportunity to show your industry expertise and credibility. Use the social networks to contribute helpful advice and dependable customer service.
2. While you seek to attract friends, fans, and followers, remember that huge numbers here do not necessarily represent marketing success. Are you attracting the right kinds of followers? Are they interested in your products and services, and do they need them? Will they purchase and remain loyal? Ultimately, it's the content that will attract friends, so make sure the it speaks directly to your target audience. Use the appropriate style, language, and tone, and of course, the right message. You are building connections that will hopefully help you spread the word about your business with viral, word-of-mouth marketing. It all starts with content, and quality matters.
3. When you initiate activity on social networks, you are implying that you are interested in customer experiences, willing to listen, and ready to respond. Your content must reflect that. It's all about creating and nurturing relationships, and you can't do that by simply providing content and then ignoring the response. Customer feedback should direct future content. Answer their questions. Provide the information they need. Content that directly helps a customer is likely to be shared with others.
Social media is only a tool to distribute your message. You wouldn't pick up a hammer and start pounding nails into wood with a clear building plan, so don't jump onto social networking sites and start haphazardly posting information. You need a well thought out communication strategy. Remember that you can't take content back once you've posted it on the Internet! Without a clear strategy, you may send the wrong message, and that mistake could take a long time to overcome.
Tuesday, June 23, 2009
Marketing Strategies Your Customers Will Welcome
We're all familiar with the annoying telemarketing phone calls that try to sell us products that we don’t really need. With just a quick 30-second spiel, these callers expect you to hand over your hard-earned money to purchase a product or service from a company you don’t even know. They make it seem as though the product will be a solution for any problem that you might have, and they’re ready to ship one out to you if they could just confirm your name and address, and, of course, your credit card number.
If you’re a small business, you certainly don’t want to gain this reputation. You know that your prospects are busy people, and they can certainly find many other high priority activities besides learning about a great offer from you. Your task, then, is to learn how to present yourself and your business so that your prospects value your marketing efforts and take the time to pay attention. Here are a few tips:
Establish yourself as the expert. Your marketing shouldn't be only about selling a product; it should also position you as an authority in your field. People buy from those they trust, so one of your marketing goals should be to build credibility and show your experience. Include testimonials, recommendations, and awards your company has earned, and then present your sales message.
Provide valuable information. Especially in today's economy, buyers want to know that they are making the correct buying decision. You must give them the information they need to make an informed choice. You need to show them that your information is accurate and trustworthy, and that they will benefit by applying the information that you can provide.
Present a unified image. Your marketing campaigns need to clearly identify you and your brand each and every time. With social networking sites booming, you have the opportunity to develop many different marketing strategies to reach a number of different targets. To be effective, those visitors must instantly recognize you no matter where they find the information. If they navigate from your Facebook page to your Web site, they must know that they hit the correct page. It's important that all of your online profiles, your blog, your Web site, and your print materials have a consistent logo display, color scheme, and professional image.
And finally, develop a regular marketing schedule. Your marketing campaigns should go out at a steady pace and should be frequent enough to keep your customers and prospects aware of your activities. If you allow too much time to elapse between e-mails, newsletters, blog posts, or sales visits, they may forget who you are, what you offer, and why they should buy from you. Communicate with intent in each campaign and be consistent with your efforts.
These marketing strategies will help you earn respect for your business, products, and services so that your marketing efforts are welcomed instead of ignored. The key is to provide expertise, valuable information, a unified image, and deliver your campaigns on a consistent schedule.
If you’re a small business, you certainly don’t want to gain this reputation. You know that your prospects are busy people, and they can certainly find many other high priority activities besides learning about a great offer from you. Your task, then, is to learn how to present yourself and your business so that your prospects value your marketing efforts and take the time to pay attention. Here are a few tips:
Establish yourself as the expert. Your marketing shouldn't be only about selling a product; it should also position you as an authority in your field. People buy from those they trust, so one of your marketing goals should be to build credibility and show your experience. Include testimonials, recommendations, and awards your company has earned, and then present your sales message.
Provide valuable information. Especially in today's economy, buyers want to know that they are making the correct buying decision. You must give them the information they need to make an informed choice. You need to show them that your information is accurate and trustworthy, and that they will benefit by applying the information that you can provide.
Present a unified image. Your marketing campaigns need to clearly identify you and your brand each and every time. With social networking sites booming, you have the opportunity to develop many different marketing strategies to reach a number of different targets. To be effective, those visitors must instantly recognize you no matter where they find the information. If they navigate from your Facebook page to your Web site, they must know that they hit the correct page. It's important that all of your online profiles, your blog, your Web site, and your print materials have a consistent logo display, color scheme, and professional image.
And finally, develop a regular marketing schedule. Your marketing campaigns should go out at a steady pace and should be frequent enough to keep your customers and prospects aware of your activities. If you allow too much time to elapse between e-mails, newsletters, blog posts, or sales visits, they may forget who you are, what you offer, and why they should buy from you. Communicate with intent in each campaign and be consistent with your efforts.
These marketing strategies will help you earn respect for your business, products, and services so that your marketing efforts are welcomed instead of ignored. The key is to provide expertise, valuable information, a unified image, and deliver your campaigns on a consistent schedule.
Friday, June 12, 2009
Facebook Gives Journalists First-Dibs on Personal URL
Facebook has finally decided to allow all users to choose their own user name and password. As my previous blog states, this feature is being opened up tonight at 11:01 CDT. (Go to www.facebook.com/username to get yours). Before tonight, vanity Facebook URLs were only open to Facebook employees and top clients and brands.
Of course, part of Facebook's strategy with the midnight release (EDT) is to create urgency. "Get your name before someone else takes it!" And no doubt, there will be millions of users logging on tonight to do just that. But there are some people who don't have to wait. Apparently, key journalists have already been invited to claim their URL names. Facebook sent e-mails to specific writers with instructions on how to get their names before everyone else.
A fair strategy? Some may say no, but the fact is, Facebook wants to keep the press and bloggers happy to encourage Facebook-friendly articles and posts. We all have to make strategic marketing decisions at some point, and this was one that made sense to Facebook. And it will probably work in their favor!
What do you think? Does this special treatment for journalists and writers change your impression of Facebook as a company? And maybe a better question, will Facebook servers crash after midnight tonight when everyone signs on to claim their name? Stay tuned!
Of course, part of Facebook's strategy with the midnight release (EDT) is to create urgency. "Get your name before someone else takes it!" And no doubt, there will be millions of users logging on tonight to do just that. But there are some people who don't have to wait. Apparently, key journalists have already been invited to claim their URL names. Facebook sent e-mails to specific writers with instructions on how to get their names before everyone else.
A fair strategy? Some may say no, but the fact is, Facebook wants to keep the press and bloggers happy to encourage Facebook-friendly articles and posts. We all have to make strategic marketing decisions at some point, and this was one that made sense to Facebook. And it will probably work in their favor!
What do you think? Does this special treatment for journalists and writers change your impression of Facebook as a company? And maybe a better question, will Facebook servers crash after midnight tonight when everyone signs on to claim their name? Stay tuned!
Choose Your Own Username fo Facebook Today!
Starting today (Friday, June 12th) at 11:01 pm (that's Central time), you'll be able to choose your own username for your Facebook account. Choosing your name will be on a first-come, first-serve basis. This applies to both your profile and the Facebook Pages that you administer. You'll also see a notice on your home page with instructions for obtaining your username at that time.
Now your Facebook url can look like this: www.facebook.com/username/. This will make it much easier to direct friends, family, and coworkers to your profile and business pages.
To select your username, visit the link below after 11:01pm (CDT) on June 12th:
http://www.facebook.com/username/
You can also read the Facebook blog to learn more!
Now your Facebook url can look like this: www.facebook.com/username/. This will make it much easier to direct friends, family, and coworkers to your profile and business pages.
To select your username, visit the link below after 11:01pm (CDT) on June 12th:
http://www.facebook.com/username/
You can also read the Facebook blog to learn more!
Tuesday, June 9, 2009
The Art of Branding to Build Credibility
Anyone can agree with their clients but it's a much harder job to be able to point out what can be improved or even disagree with the approach someone is taking. My ultimate goal is to help my clients move to the next level. Unfortunately, it's often painful! Kinda like when you are sick, you have to get shots or have surgery in order to get better! But, if you don’t get the shots or have the surgery the doctor prescribed – you most likely aren’t going to get better.
I like to call my approach "encouragement criticism" where I want to help someone do better at something they are already doing fairly well. You wouldn't be in business if you weren't doing many, many things right. My job is to help my clients perfect things.
Social networking opens up so many opportunities to gain exposure for your business. But if you're not focused on promoting your brand, and a unified, cohesive image at that, you'll confuse customers and prospects even damage your reputation. Toward that end, I'd like to share a few things about marketing and the importance of branding your business, no matter how long you've been in business.
Remember the KISS philosophy: Keep It Simple Stupid. Just read this article to verify my philosophy. Pay attention to the 5 basic concepts mentioned toward the end of this article.
It goes back to the old cliché’, “Don't sell the steak, sell the sizzle”. No matter how good your product, or how awesome the features are, you must invest time and money into marketing that product. Successful corporate brands understand this principle - you never stop marketing to customers, colleagues, and your virtual network of associates.
One of the most important elements when creating sizzle is credibility. In order to sell, a company and its management team must first be credible in the eyes of its prospective customers. No matter how "hot" the concept, if you can't get your prospects to believe in you, you'll never sell to your concept's potential.
You can show your company's credibility in many ways - experience, longevity, quality products, truthful marketing, glowing recommendations and testimonials, well-designed marketing campaigns, and a strong, stable management team. Your credibility grows each time you strengthen one of these exisiting characteristics or add one more to the list. And this is what attrracts buying, loyal customers.
Author and business consultant, Mark Siebert, has this to say: “If you aren't there already, you can do a number of things to polish your credibility as a company:
"Regardless of age, regardless of position, regardless of the number of years in business, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You. . . . You're every bit as much a brand as Nike, Coke, Pepsi, or the Body Shop."
In summary, always put your company brand first and abide by the KISS philosophy. Miraculous things will begin to happen!
I like to call my approach "encouragement criticism" where I want to help someone do better at something they are already doing fairly well. You wouldn't be in business if you weren't doing many, many things right. My job is to help my clients perfect things.
Social networking opens up so many opportunities to gain exposure for your business. But if you're not focused on promoting your brand, and a unified, cohesive image at that, you'll confuse customers and prospects even damage your reputation. Toward that end, I'd like to share a few things about marketing and the importance of branding your business, no matter how long you've been in business.
Remember the KISS philosophy: Keep It Simple Stupid. Just read this article to verify my philosophy. Pay attention to the 5 basic concepts mentioned toward the end of this article.
It goes back to the old cliché’, “Don't sell the steak, sell the sizzle”. No matter how good your product, or how awesome the features are, you must invest time and money into marketing that product. Successful corporate brands understand this principle - you never stop marketing to customers, colleagues, and your virtual network of associates.
One of the most important elements when creating sizzle is credibility. In order to sell, a company and its management team must first be credible in the eyes of its prospective customers. No matter how "hot" the concept, if you can't get your prospects to believe in you, you'll never sell to your concept's potential.
You can show your company's credibility in many ways - experience, longevity, quality products, truthful marketing, glowing recommendations and testimonials, well-designed marketing campaigns, and a strong, stable management team. Your credibility grows each time you strengthen one of these exisiting characteristics or add one more to the list. And this is what attrracts buying, loyal customers.
Author and business consultant, Mark Siebert, has this to say: “If you aren't there already, you can do a number of things to polish your credibility as a company:
- Hire a designer to update the look and feel of your operation.
- Update your consumer marketing materials and website.
- Retain a PR firm to help you obtain press in the local market.
- Recruit an advisory board made up of your most prominent business acquaintances.
- Develop marketing materials that are better than those of your established competitors.
- And, from a self-serving perspective, retain the best consultants you can afford when you desire to take your business to the next level.
"Regardless of age, regardless of position, regardless of the number of years in business, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You. . . . You're every bit as much a brand as Nike, Coke, Pepsi, or the Body Shop."
In summary, always put your company brand first and abide by the KISS philosophy. Miraculous things will begin to happen!
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