If you read Part 1 of “Blogging and Social Media – Content is King” on our blog the Week of November 5, you know our take on blogging surrounds the fact marketplaces are breeding grounds for interactions, and marketing is foundational upon participation. In short, B2B and / or B2C marketing involves engaging with customers, rather than merely marketing to them.

Continuing in the process of building and maintaining truly beneficial blogs, business professionals stand a good chance of developing new and stronger relationships with customers and others who can reflect well upon business objectives. A solid business blog accomplishes a few important goals. To start, a blog that is oriented for B2B or B2C purposes provides a voice for a company, one that allows for ongoing, open conversations between the persons behind the blog and those who turn to the blog for information and engagement. With that in mind, blogs that provide valuation encourage customers to use or follow the content as it yields new conversation threads. In due course, well-planned and managed blogs offer a nontraditional, nonthreatening platform for free-form dialog. This ability to connect with people whom might otherwise be unreachable leads to guiding positive brand perceptions and addressing customers’ predispositions and assumptions.

However, there are still many businesses not taking advantage of blog relations simply by implementing their blogs as if they are the usual form of marketing communications. Yes, that old familiar norm of marketing is to push-out the message to the customer audience. You know the type: newsletters with one-way offers of specials and discounts; direct mail cards with two-sides of written information but sent with one-way intentions; print brochures featuring written copy infused with hoped-for calls to action. Now, before thinking we do not endorse the aforesaid means of marketing, let it be said all of these marketing forms have value, to be certain. Though, today’s marketing calls for a more communicative and forthcoming information exchange.

In terms of modern marketing, it is no longer sufficient for all assemblages of promotion to be based upon outgoing messaging. With social media and its easy, fast access to everything under the sun, customers now expect to be enabled to interact with their favorite brands, retailers, product manufacturers, growers, designers, etc. They have questions and needs, and they demand answers and solutions – quickly. And, what is wrong with that? – Sounds good to us. How about you?

Whether your company has a blog or is considering one, we recommend consistent development and maintenance with a predetermined B2B and / or B2C approach. Conversely, stray from the usual mentality that every blog post must come with a specific sales offer. Blog content that helps companies connect with their customers – on emotional and supportive levels – leads to augmented exchanges between the two. Liken this to a verbal conversation with a group of customers or industry peers at a meeting or trade show forum. At times like this, you converse peer to peer and share practical experiences that bring about a sense of unification. In the same manner but with a different format, business bloggers can open the door to building trust in their brands, products and companies. By writing and posting blog content that avoids sermonizing or the mere administering of information, companies can simply supply helpful intuitiveness to customers. Facts, figures, trends, ideas, and suggestions are all needed and coveted acumen from which customers can benefit. And, you can contribute all of this as well as participate in the resulting online discourse. During the process link back and forth via other helpful and relative social media channels, connecting the dots of inviting and accessible communication for your company and customers.

Of course, even the best laid blog plans can go awry given busy schedules and business deadlines, so keep your blog on course with a schedule of activities, assigned content to colleagues, and, most of all, collaboration with management and staff members. If you take the necessary time to plan based on your customers’ needs, applicable blog content will become more easily evident. Following through, concentrate upon open-ended subject matter that produces discussion and dissection of multifarious topics of interest. Ultimately, when dedicating your blogosphere responsiveness toward the manifestation of listening, observing and sharing, you play the coveted role of emcee or moderator. And, your customers will slowly but surely desire to partake in the conversation.

~ Don

For all designer-types and members of the media who follow our blog, did you know Englishman’s Fine Furnishings offers decorative accents and style-setting options in addition to high-end European-style furniture? If you are attending The Atlanta Fall Immediate Delivery Show today through Thursday, stop by the showroom to learn more about these options for design jobs, your clients or customers, and your own home or personal use. Special items are being featured during the show this week such as furry pillows to add a sense of plush comfort to any bed, cozy throws to adorn dens and bedrooms, and small occasional tables of many sizes and types. These and many of Englishman’s items are available for immediate delivery.

Anita Vreeland, Englishman’s president of marketing & design, and her staff have brought an unexpected surprise to the company’s AmericasMart showroom. Visitors to the showroom will be able to see a collection of leather purses with subtle yet stunning detail.
With leather purses making a splash in current style trends for fall and winter, these showroom introductions are timely. According to experts like the stylists for Trend Hunter Luxury and celebrity designer Rachel Zoe, leather purses are a must-have style bag for the season, so be sure to stop in this week for immediate delivery.

While there, take a tour of Englishman’s Kitchens & Fine Custom Cabinetry new display area. The new kitchen design / build line was launched this summer based upon the company’s long-standing business of building custom furniture. In addition, if you missed the July market or have not been to Englishman’s Fine Furnishings’ showroom since mid-summer, you will be treated to an overall showroom expansion to include a total 9,300 square feet of display space. Showroom location: AmericasMart Atlanta (Building 1, 11-D 2).

IDS Dates and Hours: Permanent Showrooms – Tuesday, November 9 through Thursday, November 11, 2010, 9:00 a.m. – 6:00 p.m. EST.

Temporary Exhibits – Tuesday, November 9 through Wednesday, November 10, 2010, 9:00 a.m. – 5:00 p.m. EST and Thursday, November 11, 2010, 9:00 a.m. – 2:00 p.m.

~ ECPR Team

NOTE: For a larger view of any of the attached photos, simply click on the desired image.

Have you ever wished you could gather all of your customers or clients into one room, and speak with them about all of the incredible information your company has to offer? Or, in line with another approach, would you round up your customers in one place if you could, with a goal of relaxed conversation about their needs and exactly how you can provide solutions for them? While speaking to a group of industry professionals made up of manufacturers, designers and retailers not too long ago, one of the audience members expressed these quintessential ambitions.

The topic of the session was two-way communication with customers, clients and constituency groups, and she said, “My marketing and sales teams believe we have a ton of valuable information to tell our customers – not just about our new product introductions and promotions, but also solid insights we know could provide benefit.” When I asked her how she was communicating with her customers other than the expected advertising and press campaigns, it was revealed her company hosts or sponsors trade events when budgets permit. In exchange, she explained, they hope for a few minutes of “speaking” time at the onset of the events. The problem therein; her company has many brands, varied product lines, and regional-based customer diversity. And, a few minutes of speaking “to” a group of customers with a price tag of $20,000 is just that, a few minutes of one-way talking for a lot of money.

Okay, I am not saying that event sponsorship is inapplicable, far from it in fact. Our own ECPR has sponsored many industry events and believes in the practice wholeheartedly. However, there are other supplements to traditional advertising, marketing and sponsorship that strategically evoke connections with customers in large numbers. Take blogging for instance. While possibly one of the earliest forms of social media, blogging is likely the most misunderstood by businesses. Even with over 110 million active blogs to date, many business leaders still view corporate blogs as toys rather than the valuable business tools they can be to interface with customers. If it is true that our customers can benefit from what I call the three “i’s”: our insights, input, and involvement, then, why shouldn’t we consider the value of blogs? When done correctly, corporate blogs can provide cost-effective, ongoing and solution-oriented content that supplies our customers with advantageous valuation, not to mention calls for action every time we add new posts. Still, blogs should not be for the purpose of selling. Better yet, they have the true ability to yield meaningful dialogue that induces relationships with customers and potential customers.

Ok, we’re just getting started here…Check back the week of Nov. 15 for the second part of this post, where we’ll offer some tips and ideas our team has learned about leveraging B2B and B2C communications through blogging.

~ Don

Co-owner of Terra Nova Nurseries and horticulturalist known ‘round the world, Dan Heims will be speaking in two different Kentucky cities this week. A renowned speaker, author and authority on horticulture for 34 years, Heims has traveled extensively seeking new plant varieties and developing new forms of plant breeding, resulting in national and international awards for more than 30 Terra Nova Nurseries plant introductions, with total introductions exceeding 600 new plants. If you will be in Kentucky in the coming days or have interest in interviewing Dan for articles or on air, the following offers his speaking schedule:

“Garden Gems”
Thursday, October 28 at 7:00 p.m.
The Arboretum – 500 Alumni Drive Lexington, KY 40503
A fun compilation of some of the newest, most exciting perennials, tropicals and woodies seen today from Dan’s lifelong adventures in gardens, shows and trips all around the world. Kentucky Landscape Architect Board will award one hour of continuing education credit for the lecture. Tickets: $12 for general public, $10 for Master Gardeners / Arboretum Friends, $5 for students (with valid student ID). For more information visit The Arboretum’s website or call 859-257-6955.

“Right Plant – Right Place: Plant Solutions for Problem Areas” Sunday, October 31 at 3:00 p.m.
Crescent Hill Woman’s Club – 2641 Grinstead Drive Louisville, KY 40206
Individual gardens involve a variety of environments from deserts to swamps to shady refuges. Come hear Dan’s engaging and informative presentation which will enlighten attendees on how to make good plant choices for problem spaces. Tickets: $15 for adults, $5 for students (with valid student ID), free admission for Botanica Members. Proceeds will benefit the Louisville Botanical Garden and Conservatory. For more information visit www.botanicakentucky.org or reach out by email, president@botanicakentucky.org.

Media members, contact us anytime you’d like to plan interviews with Dan.

~ Sarah Kate

As many of our blog followers know, the High Point Market Authority is hosting the popular fall 2010 furniture market this week. With 188 buildings and 12 million Square Feet of exhibit and showroom space, the 85,000 attendees are certainly feasting their eyes on the top furniture introductions and emerging trends for 2011. Based upon the helpful resources provided by the Authority and with some of our own clients’ input in mind, we wanted to point out a few ways for designers and retail buyers to create successful market experiences for their companies.

If you haven’t yet studied the Fall 2010 Planning Guide, it offers information about the local High Point area. The market’s website points out information to find thousands of new introduction pieces at market during the week; calendar insights regarding planned expert seminars; listings of some of the must-attend social gatherings / networking; and comprehensive information about making your way to as many inspiring showrooms and exhibits as possible.

Also, tap into the Authority’s Exhibitor Media Kit, which is a great way to synchronize your marketing efforts with theirs; engage your sales force about some of the changes at the market; connect with media members; develop relationships with buyers, drive traffic, and more. Then, too, take time to read the 2010 High Point Market Authority’s Business Outlook. Valuable interviews and research were conducted to uncover data surrounding personal consumption expenditures, furniture retail sales, employment rates, and consumer expectations indexing.

All in all, we agree with the findings, in that, economic growth of the months ahead is still somewhat uncertain; however, the tides are turning with the last several months showcasing slow but steady recovery. With that said, we believe 2011 business success for many of us in the industry may very well mean changing the ways in which we think about business and marketing. By evolving with today’s more modern marketing communications and social media strategies, we stand the chance to yield new growth. As tough as it may seem at times, change is a good thing. We encourage our readers to embrace innovative approaches to business management and brand marketing as we enter a positive new selling season. Keep tuning in to our blog and Facebook Fanpage for upcoming articles and posts about executing new marketing for a new era as well as case-studies regarding how some industry companies are doing just that.

For our media contacts, email or call us with your needs for furniture product photos and trends information as you plan your post-market coverage.

~ Don

As most of you readers out there might know, our firm is located in Atlanta, GA. Atlanta is commonly known for its traditional Southern roots, but when it comes to interior design, many Atlantans opt for personal style and tastes, ranging from traditional to retro glam and all the way to sleek and modern. Luckily, our city is packed with a similar range of retailers, design centers and interior designers all well-versed in said different styles. And, a magazine we hold in high regard for exploring beautiful homes is Atlanta Homes & Lifestyles. Flip through the magazine’s pages and you’ll see a mix of luxurious, drool-worthy designs – like a cozy Grant Park bungalow, a Colonial home in Buckhead, a chic Midtown high-rise loft, or a slew of second homes scattered across the Southeast at lakes, mountains and beaches alike. Stemming from the second half of its title, Atlanta Homes & Lifestyles also covers the finest food, wine, art and shopping that Atlanta has to offer. That is where one of our clients, Englishman’s Fine Furnishings, comes in. In a special section of AH&L’s October issue, the magazine’s staff rounded up a selection of local arts, antiques shops and reproduction sources. The photos below included the cover and the page featuring Englishman’s.

We were especially thrilled to see the coincidental relation between the cover words “bespoke pieces tailored to perfection” and our client, Englishman’s. Following in the great tradition of England’s legendary cabinet-makers such as Chippendale and Hepplewhite, Englishman’s uses only the very best artisan craftsmanship. No two pieces of furniture are created exactly the same in that Englishman’s hand-crafted reproductions model European antiques from the 17th, 18th and 19th centuries. Pieces in their furniture collection can also be customized per specific designer needs and homeowner preferences.

You can also read about Englishman’s on AH&L’s website here. Thanks, Atlanta Homes & Lifestyles! We’re looking forward to the next issue already!

~ ECPR

Landscape and Irrigation magazine is dedicated to shedding light on notable industry professionals, projects, products, innovations, and industry news. The magazine does a highly credible job of reaching and informing landscape design, construction and maintenance professionals as well as those who work in the fields of turf, irrigation and water management. What we like about Landscape and Irrigation: it truly aims to enhance the industry thanks to one of the top editors in the business. So, having worked with the editor to facilitate an educational article with the expertise of our client, Jeff Speck, vice president of sales & marketing for Big River Industries, we wanted to share the Q&A-style information. In short, for the September issue, Landscape and Irrigation turned to Speck for advice on stormwater run-off issues and different land planning and water management options. Since many of our fans are industry professionals and related media members, we thought you may enjoy reading the article.

The Q&A article examines the real problems that stormwater and run-off can cause to landscaped areas and, in turn, the environment. It also focuses on the benefits of creating efficient, engineered soils to manage these water challenges and how to do so.

One challenge Speck addresses is low-impact development- controlling stormwater run-off with as little burden to the development’s original environment. One example of a project that faced this challenge was Big River Industries’ work with Ecos Environmental Designs and ERTH Products on the surrounding landscape of a new building development on Georgia Institute of Technology’s campus.

It’s all about a healthy soil profile, according to Speck. The article looks at what percentage of soil should be water, air and solid particles. If soil is not properly balanced, it can cause poor water drainage and poor nutrient reception. Big River Industries – and its partner businesses like those already mentioned as well as Garick Corporation – produce products like FiltRocks and HydRocks (or other products using Big River’s expanded lightweight clay aggregate. This, combined with conceptive design / build or engineering methods, help not only control stormwater run-off, but also further ecological vegetation systems.

To read the full article online, you can find it on Landscape and Irrigation’s website or in the September digital magazine. Scans of the hardcopy magazine are seen above. By clicking through these images, you can read the Q&A here, too. Thanks to John, editor at L&I magazine, for your help and time, and to Jeff for your expertise.

~ ECPR Team

I must admit that it was my inner reality TV addict that tempted me to check out a tweet from this morning promoting a Kim Kardashian case study based off of her tweets and Twitter profile. But, after reading the article, I do think the author makes an interesting point about the quantity of Twitter followers compared to the quality of Twitter followers that an individual has. The article, which can be read at length here: http://mashable.com/2010/10/01/twitter-kim-kardashian/, examines the relationship between Kim Kardashian and her loyal tweeps by how many hits her official website receives via her Twitter account. According to Mashable.com, her site is ranked 54th out of all websites that are clicked from Twitter users, and that takes into account sites like TwitPic, Flickr, and dozens of sports and news sites. And, while Kardashian is a popular celeb on Twitter with just under 5 million followers, she’s still not as favored as Lady Gaga, Britney Spears, Ashton Kutcher, or even Justin Beiber. She just knows how to tweet a fine balance between her thoughts and comments and her business ventures to keep her followers interested.

The article provoked me to think about how truly loyal Twitter followers, Facebook fans, Flickr contacts, YouTube friends etc. can be. Leaders of online communities can become quite influential by paying attention to their sources and connections – whether they are customers of a local garden center or green industry professionals or adoring celebrity fans. Then, use that knowledge to supply followers with what they want and need and it seems (in Kardashian’s case) that that they will become even more loyal. A great small business example of this scenario that is more geared towards our work / industries is Sickles Market, an independent garden center retailer. I’ve never seen a Facebook page buzzing as much as theirs does- every post has multiple comments, every photo or video is liked and shared. It’s amazing the steady, cult-like mass of fans they have, which is more than 2,000 in the town of Little Silvers, NJ where there are only about 6,000 residents. Here’s their page: http://www.facebook.com/SicklesMarket for more inspiration on quality vs. quantity of social media followers.

In our realm of all things related to home, garden, and design products and people, social media is an important means for companies and brands to interact with customers, the media and other important groups. It provides an opportunity to participate in online communities and conversations in ways not otherwise possible. The lessons learned from celebs, such as Kim Kardashian, are certainly notable as they were the ones who fanned the social networking flame to make it what it has become today. And, leaders in our industry, like Sickles Market or even the bigger names of Kathy Ireland, Paula Deen, or Donald Trump, who know how to network themselves in ways to create devoted followers of their home furnishing lines or other design-based products for homeowners, are clearly setting examples for all of us who want to better our social sites.

Let us know what you think about this issue by leaving a comment below.

~ Sarah Kate

Click over to our Facebook Fanpage to check out our newest post regarding Englishman’s Kitchens & Fine Custom Cabinetry. You’ll be able to learn about a new venture on the part of Englishman’s Fine Furnishings. The company’s leadership team has again addressed the home trend of customized design for lasting value and comfort. With a background in fine cabinetry and furniture-making, Englishman’s introduces its custom kitchen line and design / build options housed in a newly expanded furniture and accessories showroom at AmericasMart in Atlanta. Read about this on our Fanpage and log onto www.englishmansfurniture.com for further details about the company and its beautiful home furnishing capabilities. Note: Designers and media members, tours with the company’s owner are available upon request.

The Sol Maya woven pattern is highly weather resistant and is currently available in six different colors: ivory, wash, honey (pictured), java, graphite, and onyx. Sol Maya’s cushions are made of quick-drying foam and are Hand-crafted.

Sokul’s entire collection is 100% recyclable and so is its production and packaging. Even Sokul’s website is powered off of energy produced from windmills. What an extraordinary effort they make to be environmentally and socially responsible and aware. We are proud of the “green” efforts being made in the casual furniture industry and proud to feature so many of these companies on our blog.

~ Jeff