From Kim Bhasin:

The marketing world has changed a lot in the past decade-and-a-half. The Internet ramped up, and entire waves of technologies have come and gone. Social networks like MySpace and Facebook exploded onto the scene, inevitably altering the ways we interact with each other.

Not many people have studied these changes as closely as Marc Schiller, founder and CEO of digital agency Bond Strategy and Influence (formerly known as ElectricArtists). He has been in social marketing since message boards and chat rooms were the main digital social networks of the day.

"As a marketer I focus in on behaviors, not technologies," says Schiller. "We really need to look at and adapt to the behaviors of what people do online—how they express themselves, how they create, how they curate. Then, you have to provide value to that. That is the key to success."

But through all of these changes, how have people changed the ways they behave? Are the influencers of today still acting as they did 15 years ago, except over new platforms?

I recently sat down with Schiller to talk about those behaviors, influencers and how everything has changed with the rise of the digital world. Here's what he had to say.

How have things changed in the marketing world over the past 15 years, with the rise of all these new technologies?

I'm always looking at behaviors first, technology second. I don't think Twitter, as a company, creates the uses for Twitter. It's from the behaviors of the people who use it.  So, from that, technologies have come and gone. The things that have stayed the same is that there's a fundamental need to be heard, to express yourself, and to find an audience that will gravitate toward your passion and your point-of-view. The Internet has always been a way to have the same opportunities as mass media, but you don't have access to that. To find an audience, so to speak.

Understanding influencers has always been a focus of mine. Take music, for example. Years ago, we did a thing with Christina Aguilera, and my team determined that to reach nine million passionate music lovers, you actually only needed to market to the 1,300 that had been building these networks and put themselves at the center. That influence was very much about what music they bought. Determining who the 1,300 were was a really strong focus, and to embrace and empower those 1,300 people and let them become part of the process was always my strategy.

So today, we have that same culture, but what we have now that's different is a full integration. Before, you would go to a website, or a chat room, or a message board, and they were very disconnected. Now, they're all connected into one. There was also a big disconnection between offline and online experience, and there was this thing about people getting lost in cyberspace. That never really happened, because of the rise of mobile and the mobile Web. We're actually experiencing more of our daily lives and sharing it online, than cutting ourselves off from the real world.

The tools have changed, but the behaviors haven't. They've just gotten stronger and more accessible to a larger group of people.

How about the influencers themselves? How have they changed?

There's certainly more of them now. Access to tools like Twitter and Facebook and podcasting; that whole world has empowered people. Back in 1993, if you wanted to be an influencer you created a fan page and you became a destination. Now, you can create and curate and mix-and-match.

The biggest change is how we consume media. For somebody who is heavy into social media, what that person is doing is curating what reaches them. What they're doing is pulling from lots of different things—their friends, family, celebrities, blogs, journalists, traditional media sources feeding headlines through RSS—and basically building their influence network. If news or information doesn't reach me, it doesn't matter. Because I've curated so much around me that if I don't hear about something, it doesn't really matter because it would've reached me if it was important.

This behavior is really brand new. This idea of 'the feed.' It's like you prune it, you're bringing new things in and then you don't want too much information so you're cutting off the dead wood. We don't surf the web anymore; back in '93 that's what everyone was talking about. You check out your feed, whether its Facebook or Twitter or Foursquare or Instagram. You're keeping up with the things that you want to curate into your life.

Why do people want to express themselves so much, and how can brands tap into that?

Most people do not have a validation that they themselves have real worth. And I know that sounds dramatic, but 90 percent of the population doesn't have that confirmation that they're being heard. I think that what drives people to express themselves online is a confirmation of their own self-worth. It's very much life-affirming. The reason why people write on walls is to say, hey listen, I'm here. I'm a person.

What brands need to do is to recognize that need, and to help fulfill that need. The brands that get closest to their customers are the ones that celebrate the creativity, the presence of the audience. We're constantly looking at new ways of doing that. In the film space, most marketing campaigns are very one-way. Here's our stars, here's our marketing message and we open on Friday. And they just keep pumping you with that same message. The way we market those digitally is to take the audience and make the fans the center of our campaign. To show that we're there because of them, and put a mirror on who is going and loving our movies.

The focus is not to use social media as a distribution channel, but to use it as a true community of people that are involved and vested in the product's success. While some of this might look like its obvious, it's not the norm yet.

Do different industries have different levels of how influential influencers are? Or are all influencers essentially the same?

I've found that people who follow creativity, whether its design or fashion, are extremely influential. Any of the passion points can be considered that. The key is to make sure that you pick things that don't become echo chambers, that don't become so insular that you're not really expanding.

Is the digitization of everything making consumers more prone to change who they follow?

We need to work harder now to make sure you stay committed. At the end of the day, it's choice, and the amount of choices that you have now means that you are going to use your time very wisely. In the past, we could be fairly arrogant because there were only three channels you could watch on TV. Now there's 5,000, and now there's the Internet. I don't think the audience is more fickle, I think the audience is more discerning and more able to move on if they don't like something.

For small businesses that can't afford to do traditional advertising, could they do all of their marketing solely through social channels?

More and more, the answer is yes. I think they need a good product and they need commitment and passion. Money cannot buy passion, and that's the most powerful marketing tool. As a marketer, I want to create the environment for passion to happen, and then amplify that passion. Small businesses are more committed to their product and their customers than any, and I think that the more they reflect their core values and their culture, the more people will respond and become part of that.

We need to tell stories, as marketers. If we document our journey and people come along for that journey, the commitment that they make is huge. The key is to create a narrative and let people be part of it. Let them actually affect the narrative. And that is what social media marketing is. Creating a narrative that somebody can join. Like any great narrative, there are twists and turns and unexpected things, and if you do that well, your audience will come along for the ride and become extremely vested in your success.

Image credit: Bond Strategy and Influence

From Hannah Howard (Serious Eats):

I work for a fantastic grocery store full of specialty products. So I know firsthand that everyone has a food brand these days.

Customers have so many choices. Herbal tea connoisseurs can pick from aisles and aisles of fine teas, beautifully packaged. Mountains of fancy jam choices crowd the shelves, as well. You name it, there are plenty of specialty brands on the shelves already, and dozens of budding brands clamor to join them.

How can you make your product stand out from the rest?

Maybe you're dying to open that restaurant you've always dreamed of. A trendy comfort-food restaurant? Brick-oven pizza? Small plates and wine? You and everyone else have had that idea.

But there is always room for something unique and really good. There’s no reason the next big success story shouldn’t be yours. Here’s how to compete with what’s already out there.

Make it your passion

It’s hard to bring your best game to a venture when your heart’s not in it. Restaurants and food companies are especially difficult ventures: The margins are small, the stakes are high, the competition is tough and the hours are brutal. The failure rates are staggering.

Loving what you do is a good start toward beating those odds. Like great artists, entrepreneurs are most effective when what they do is rooted deep in their blood and bones. It’s who they are. Do something else instead? Unimaginable!

Be unique

These days, we live in a food-obsessed world. Some cool companies have made it big with creative concepts. From designer tonic water to iced teas that claim to cure illness and enhance well-being to restaurants that sell wine from an interactive tabletop screen, offbeat ideas can work.

If you’re going to do something that’s not revolutionary, that’s OK, too. Little in food is truly new. But before opening up a burger joint or a cocktail lounge, find your spin, the point of view that sets your company apart. Maybe your focus is a casual sandwich spot with truly stellar service and a fun vibe that fits the local hip scene. Or, maybe your scrumptious apple pies are made from the fruit of your family’s old orchard.

Find what makes you you, what you have to offer that competitors don’t have. That edge will help you stand out from the crowd. It will set you apart in a boundless sea of choices.

Know your audience

First you need a conviction that your endeavor is truly wonderful and original. Next, and more importantly, you need customers who will see the light, who will love your product too.

When I helped launch a Philadelphia restaurant, we misfired by offering our neighbors something they wanted. We envisioned a very small, impeccably curated menu that focused on beautiful dishes. We thought an abstract menu with poetic descriptions would inspire discussion and spark interest. Instead, we left our diners confused.

Our guests let us know loud and clear that they wanted more food, and that they wanted to know what they were eating.

We reworked our concept. We kept what we cared about—the quality, the finesse, the detail, the attention to seasons and aesthetics. We changed our whimsical menu descriptions into something more approachable.Flavors, smells and feels of the garden became Spring salad.

It worked.

Your brilliant vision is only as brilliant as your customers understand it to be. Look and listen so you know what customers respond to. Talk to them, even the kooky ones. When you find that intersection between making something true to your vision and their desires, you have reached a branding sweet spot.

Be consistent

You can’t serve an intricately layered foie gras terrine one day and a heap of fries the next. It messes with your customers’ heads. They come craving that foie. If they wanted french fries, they would have gone elsewhere. Now they’re grumpy and unsatisfied and won't return anytime soon.

Everything you do should reflect your brand. There’s room for change and growth, but it should stem from who you are at your core. So the fancy tonic company might start to sell classy seltzer or high-end vodka. And that’s great, as long as the new products stem from their credo.

Everything you do speaks volumes. Your customers pay attention. So that sandwich shop with a cool atmosphere has to make sure the bread is fresh and satisfying and that the lighting is flattering. All the details matter.

Back up your reputation

Once you’ve built a winning identity, you have to make good on the promise. If your gig is selling impeccably aged cheese, you can’t sneak in a wheel that’s past its prime and hope it will go unnoticed. It won’t, or not for long.

Customers will run away fast when they feel let down. If they’ve come to expect the world’s fluffiest pancakes from your diner, you had better deliver. If they love your grocery store’s unbeatable prices, the prices must remain competitive.

When you’ve established your brand, go for it. Do your thing, and do it the very best that you possibly can.

From Jay H. Lee:

You’re probably familiar with Facebook, but if you’re like a lot of business owners, you may not know how to get the most mileage out of it. To find out how small business owners can use Facebook to attract holiday shoppers, I spoke to Nick Robinson, contributor on the social news site Business 2 Community and Director of Client Services at Social Media HQ.

Q: What is your top social media tip for making the most of the holiday season?

A: For the upcoming holiday season, the keyword this year is "value". People's wallets are tight, and your product or service needs to be perceived as above and beyond what a customer would normally get for the price. So how do you create the perception of value in social media? Amazing content! Rather than saying, "Hey look, here's our product," show people how the products or services make people happy, more efficient and successful. A great example is creating a video of happy customers using your product. Also reach out to your brand advocates to spread the word through user-generated content.

Q: Should small businesses use both online and offline efforts to get “Likes” on Facebook, and if so, what advice can you give?

A: Online and offline marketing should always be integrated and seamless. Brick-and-mortar businesses, in particular, should raise awareness of their Facebook presence through print ads, billboards, television, radio and events. One tip for driving Facebook "Likes" through offline tactics is to tell people the exact address of your Facebook page. Too many businesses display the Facebook symbol, but this does little if people don't know where to go. For example, if your Facebook page's address is facebook.com/yourbusiness, make sure to spell it out in each offline channel.

Q: What can businesses using Facebook ads do to get the most out of their advertising budget?

A: Facebook ads can be effective if implemented properly. Here are the steps I suggest:

1. Look at your Facebook Insights demographic data. Identify the top demographic profiles for the people who like your page. Then identify the audience that you would like to reach on Facebook.

2. Create at least 10 design variations for an ad campaign.

3. Within each design variation, target at least three to four different segments.

4. Test broad category types for each ad variation.

5. Decide whether you want to drive traffic to a landing page on your website, or if you want to acquire more "likes". If you decide to acquire likes, what is it that you want the user to do after they click the "like" button? Figuring this out before launching a campaign will allow you to measure conversions. Clicking on the "like" button is a microscopic conversion, so you will also need to measure more important conversions, such as downloading content, submitting an e-mail address or using an application within Facebook.

6. After launching your ad campaign, monitor closely for the best and worst performing ads. Decrease spending or pause the poor-performing ads and increase spending on the best-performing ads.

Q: How can businesses tap into Small Business Saturday on November 26^th to help broaden their Facebook presence?

A: Small Business Saturday was created to raise awareness about the importance of small businesses to our economy. Small business owners should contribute to raising awareness by creating and sharing content that inspires the community to act. Content can be anything from videos to blog posts to simple one or two sentence Facebook status updates.

Q: Can you share two great tips for building online excitement in the lead-up to Small Business Saturday?

A: First, create a lot of informative content. Second, spread that content to as many online channels as you can (i.e., blogs, social networks, video sharing, social bookmarking, e-mail), including those you own and that others own. Sharing your content on other people's channels is important because these people have their own audiences that may be receptive to your messages. The key to effectively sharing your content on others' channels is to create a relationship first by offering a helping hand. If you've done a good job of cultivating a relationship, you will be allowed to share your content infinitely with their audiences.

As you prepare for Small Business Saturday, I hope you’ll find a way to use Nick’s advice to boost your business. And, as you explore his suggestions for Facebook, you may find some of the marketing tools and offers available through YourBuzz, a social media management tool from OPEN, to be helpful. YourBuzz is free, so sign up today.

YourBuzz is provided by Clickable, Inc., under an account agreement between the customer and Clickable, Inc. Clickable is solely responsible for the performance of YourBuzz. To see YourBuzz Terms of Use for full terms, conditions and restrictions click here. All users of the YourBuzz services are, in addition, subject to the Clickable privacy Policy and agree to be bound by the YourBuzz Terms of Use. American Express will receive compensation from Clickable in connection with this referral.

Source: AppCenter

From Julie Fajgenbaum:

With Small Business Saturday (November 26^th) fast approaching, I’d love to hear from small business owners on how they’re planning to make the most of it. Are you promoting your participation in-store or online? Offering special deals? Are you using any of the free marketing tools on facebook.com/shopsmall?

Some business owners, like Princess Jenkins, owner of The Brownstone clothing stores in Manhattan, are hosting events. Having served champagne to customers as part of last year’s Small Business Saturday, this year, she and her staff are putting together a fashion show to showcase their new collection, while also offering discounts at their second, and newest, store.

“Last year we found out about Small Business Saturday a little bit late, but this year we’re looking forward to it and preparing well in advance,” says Jenkins, who is using the Small Business Saturday marketing tools to get word out earlier this year. She’s promoting the event on Facebook and putting up the Small Business Saturday posters in her windows. “We want to show that small businesses are important to the community. We also want them to know we are here and can provide them with great products and services plus fantastic customer service,” adds Jenkins. “The toughest part of being a small business these days is never feeling like you have enough marketing dollars to get the word out, which is why Small Business Saturday and having the muscle of American Express behind it so important.”

Last year, Small Business Saturday garnered support from more than 1.2 million Facebook fans, along with 130 small business advocate groups government leaders, public and private organizations—like West Roxbury Main Streets, in West Roxbury, Massachusetts, a group devoted to helping local small businesses. Their website, http://wrms.org, features Small Business Saturday on the homepage.

“The Main Street Program is really promoting Small Business Saturday,” says Aaron Thompson, co-owner of Wicked Sharp, a winter sports emporium located in West Roxbury. “It was a great thing to be a part of last year when we first opened. The timing was excellent as it helped us introduce ourselves to the neighborhood.  We’re looking forward to it again,” says Thompson.

In checking in with Big Break winners, Bud and Lisa Lefevre at Distinctive Gardens in Dixon, Illinois, I found that on their Facebook page, they’re inviting visitors to check out their community’s Shop Small website at http://saukvalleyshopsmall.com, as well as Sauk Valley’s Shop Small videos on YouTube.

There’s a lot that businesses can do to tie into Small Business Saturday.  For example, look at this e-mail promotion by River Road Books of Fair Haven, New Jersey, inviting customers to take advantage of the $25 statement credit American Express Cardmembers are eligible to receive. ¹

Or look at this special offer by The Giving Room, of Southold, New York, who tied in their own discount as a matching offer to the statement credit and doubled the value for their customers!

And I love how David’s Reedley of Reedley, California, incorporated Small Business Saturday into their profile image on Facebook.  Given that fans are 40-150 times more likely to consume your content in their newsfeeds than to visit your Fan Page, even more of their fans will be reminded to support David’s Reedley on Nov. 26^th. ²

But these are just a few of the thousands of small business owners throughout the country who are encouraging consumers to shop small this holiday season.  I want to hear from you.  How will you get more customers this holiday season?   Let us know by adding a comment below.  And be sure visit facebook.com/shopsmall to find free, easy-to-use tools that can help you get the word out via Facebook, email, YouTube and more!

¹Cardmembers can receive a $25 statement credit offer when they register their Card and spend $25 or more on Small Business Saturday at any qualifying small business that accepts the American Express Card.

² Comscore: “The Power of the Like” July 2011

From Heather Whaling (Mashable):

When small businesses contemplate a social media strategy, Facebook and Twitter get lots of attention. However, niche social networks and online communities offer additional opportunities for brands to connect with consumers in an environment that’s highly targeted and often less congested. Let’s look at how different brands are using Instagram, Pinterest and Foodspotting to reach out to potential customers in novel ways.

Instagram: “Mod” photos take center stage

Instagram is a photo-sharing app that makes it easy for anyone with an iPhone to snap a photo, apply a filter and share it with friends on Instagram and other networks, including Facebook, Twitter, Flickr and Tumblr. The filters offer an added sense of creativity and color correction: perfect for amateur photographers.

ModCloth, an online retailer of vintage and retro clothing from independent designers, joined Instagram this summer. After creating an account, ModCloth discovered a strong pre-existing fashion community.

“Many of our employees, including our co-founder and CCO Susan Gregg Koger, were already huge fans of the platform. So, we were very enthusiastic about joining in on the conversation and we found their mission similar to ours,” says ModCloth’s Alicia Barnes. “We want to make fashion accessible to all women, and Instagram makes beautiful photography possible from your iPhone.”

ModCloth shares Instagram images a few times each day, everything from marketing campaign images and photo shoot accessories to bloggers and staffers donning Modcloth’s trendy clothes.

Pinterest: Pin your way to the top

In addition to assimilating into Instagram’s fashionable, photo-centric community, ModCloth found similar success with Pinterest, a virtual design “pinboard.” On Pinterest, people can “pin” items they find on the web, everything from recipes and home décor to DIY crafts and style inspirations.

ModCloth joined Pinterest in the fall of 2011, but it’s already one of ModCloth.com’s top unpaid referral sites in terms of traffic and revenue. Why? According to Barnes, it's thanks to “product photography and blog content that resonates with their audience." ModCloth has approximately 7,000 pins tagged on Pinterest, and 99 percent of them are from advocates of the ModCloth brand and products, she adds.

Foodspotting: Taste and tell

According to locals of Gainesville, Fla., the city boasts a wide selection of independent restaurants—hidden gems that residents new and old may need help discovering. As director of social media and marketing for apartment company Contemporary Management Concepts, Melanie Ling wanted to use her love of food to create new connections with local residents and differentiate her property selection from the competition. Then, she discovered Foodspotting, an app that draws attention to specific dishes offered at local restaurants.

Ling realized the service could help CMC connect with local businesses and residents, both key referral sources, while also providing a "value add" to existing residents. As she explains: “The food here is really good. Why not start sharing it as content for the blog and our residents?”

In addition to sharing more than 150 photos on Foodspotting, Ling took the food-focused concept a step further by writing restaurant-review blog posts and hosting an “eat up” for local Foodspotters (another helpful way to connect with potential residents and referral sources).

Ling says incorporating Foodspotting into CMC’s online presence has helped the company develop relationships with local businesses, some of which have referred new employees to CMC apartments.

Tips for going niche

Thinking about how your business can leverage one of these niche networks or a network like Tumblr, Turntable.fm, Tout or Streamzoo? Members of these communities won’t respond well to advertising messages; instead, take the time to understand the networks’ specific cultures and then determine how to assimilate and participate in a manner that supports overall goals, such as increased brand loyalty and awareness.

According to Barnes, “Participation should be consistent and authentic, behavior that makes sense for site etiquette. These niche communities, as strong as they are on their own, cannot exist in a silo. For them to truly succeed, they must be part of your larger brand story and be supported by the other channels.”

From Heather Whaling (Mashable):

When small businesses contemplate a social media strategy, Facebook and Twitter get lots of attention. However, niche social networks and online communities offer additional opportunities for brands to connect with consumers in an environment that’s highly targeted and often less congested. Let’s look at how different brands are using Instagram, Pinterest and Foodspotting to reach out to potential customers in novel ways.

Instagram: “Mod” photos take center stage

Instagram is a photo-sharing app that makes it easy for anyone with an iPhone to snap a photo, apply a filter and share it with friends on Instagram and other networks, including Facebook, Twitter, Flickr and Tumblr. The filters offer an added sense of creativity and color correction: perfect for amateur photographers.

ModCloth, an online retailer of vintage and retro clothing from independent designers, joined Instagram this summer. After creating an account, ModCloth discovered a strong pre-existing fashion community.

“Many of our employees, including our co-founder and CCO Susan Gregg Koger, were already huge fans of the platform. So, we were very enthusiastic about joining in on the conversation and we found their mission similar to ours,” says ModCloth’s Alicia Barnes. “We want to make fashion accessible to all women, and Instagram makes beautiful photography possible from your iPhone.”

ModCloth shares Instagram images a few times each day, everything from marketing campaign images and photo shoot accessories to bloggers and staffers donning Modcloth’s trendy clothes.

Pinterest: Pin your way to the top

In addition to assimilating into Instagram’s fashionable, photo-centric community, ModCloth found similar success with Pinterest, a virtual design “pinboard.” On Pinterest, people can “pin” items they find on the web, everything from recipes and home décor to DIY crafts and style inspirations.

ModCloth joined Pinterest in the fall of 2011, but it’s already one of ModCloth.com’s top unpaid referral sites in terms of traffic and revenue. Why? According to Barnes, it's thanks to “product photography and blog content that resonates with their audience." ModCloth has approximately 7,000 pins tagged on Pinterest, and 99 percent of them are from advocates of the ModCloth brand and products, she adds.

Foodspotting: Taste and tell

According to locals of Gainesville, Fla., the city boasts a wide selection of independent restaurants—hidden gems that residents new and old may need help discovering. As director of social media and marketing for apartment company Contemporary Management Concepts, Melanie Ling wanted to use her love of food to create new connections with local residents and differentiate her property selection from the competition. Then, she discovered Foodspotting, an app that draws attention to specific dishes offered at local restaurants.

Ling realized the service could help CMC connect with local businesses and residents, both key referral sources, while also providing a "value add" to existing residents. As she explains: “The food here is really good. Why not start sharing it as content for the blog and our residents?”

In addition to sharing more than 150 photos on Foodspotting, Ling took the food-focused concept a step further by writing restaurant-review blog posts and hosting an “eat up” for local Foodspotters (another helpful way to connect with potential residents and referral sources).

Ling says incorporating Foodspotting into CMC’s online presence has helped the company develop relationships with local businesses, some of which have referred new employees to CMC apartments.

Tips for going niche

Thinking about how your business can leverage one of these niche networks or a network like Tumblr, Turntable.fm, Tout or Streamzoo? Members of these communities won’t respond well to advertising messages; instead, take the time to understand the networks’ specific cultures and then determine how to assimilate and participate in a manner that supports overall goals, such as increased brand loyalty and awareness.

According to Barnes, “Participation should be consistent and authentic, behavior that makes sense for site etiquette. These niche communities, as strong as they are on their own, cannot exist in a silo. For them to truly succeed, they must be part of your larger brand story and be supported by the other channels.”

From NELL MERLINO:

What if your product were in the hands of a Kardashian or on Gossip Girl or lining the shelves of Walmarts around the country? What if your business's product becomes as well-known as the iPod or, for that matter, the Band-Aid? Not a bad idea, is it?

One of our goals at Count Me In is to not only inspire female entrepreneurs to grow their businesses, but to make their mark in a big way. And what, exactly, does that mean? Visibility. Getting their products in the right hands—whether it’s with a national retailer, the hottest celebrity or both!

Obviously there are enormous benefits to wider exposure, whether it’s with a chain or through a celebrity. A larger audience can, quite literally, make or break a company. It’s the difference between selling a few hundred items and selling hundreds of thousands items. Or, in simpler terms: It’s the difference between a new Honda Civic and a new Ferrari.

Of course, this is a lot easier said than done. There’s no rulebook; as with most things entrepreneurial, it’s often just a matter of trial and error. But there are some general guidelines. So I asked some of the women from our CMI community to share their top tips on getting major exposure.

Do trade shows. “I always advise even small companies to do trades shows in their industries,” says Bonnie Marcus, founder and CEO of Bonnie Marcus Collection, a stationery and gift designer and manufacturer in Westport, Conn. Ten years ago, Marcus had a booth at a stationery show at the Javits Center in Manhattan—and walked away with orders from Saks Fifth Avenue, Barney’s and Bloomingdales. Her advice? Walk the trade show floor first and make sure the product is really appropriate for the industry. If it is, get a booth, and find out what the buyers are looking for. “Make sure there’s nothing else like what you’re thinking of doing already, and make sure your price point is in line with the other products on the market.” Marcus knows what she’s talking about: This fall, she launched a gift card line in Target.

Partner with the big boys. “They have so much power in terms of press and manufacturing capability,” says Marcus. For example, this year she entered into a licensing agreement with Kodak, where they will manufacture a line of her cards, designed in conjunction with celebrities like Molly Sims. A portion of the proceeds is going to the children’s charity of the celebrity’s choice. “If you partner with larger companies, it enables you to open bigger doors,” she says.

Be tenacious. That’s the advice from Romy Taormina, the co-founder and nausea relief chief of Psi Health Solutions. Her company sells Psi Bands, FDA-cleared acupressure wristbands for the relief of nausea due to morning sickness, motion sickness, chemotherapy and anesthesia. Tenacity is part of how she got her products into national retailers like Rite Aid, CVS, REI, Whole Foods, Meijer, Walgreens.com and Target.com. Psi Bands will be launching at BabiesRUs in December. Taormina, along with a former Target buyer, recently launched a blog called "Both Sides of the Retail Table," which offers strategies for getting your product onto retail shelves.

For starters, you can’t be shy. “Almost all websites these days have corporate phone numbers,” she says. “Call up the company, ask for the name, phone and e-mail address of the person to whom you wish to communicate (i.e. baby products buyer, over-the-counter buyer, feminine hygiene buyer, etc). Sometimes the receptionist will give you the contact info you wish, or at least the buyer’s assistant’s contact info.” If that doesn’t work, call back to see if you get a receptionist who is a little more compliant. If that doesn’t work, call the PR or media department (most major retailers have a media contact listed on their website and/or have press releases included that indicate a press contact), and explain that you had a recent media success and want to discuss it with the buyer. (Granted, this requires drumming up some press…)

Another option: Go to the store you wish to do business with and ask to speak with the store manager. Give them your elevator pitch and ask them for their regional or corporate buyer’s contact info. If all else fails and you cannot get in touch with the buyer via e-mail, send them your pitch via snail mail along with product samples, if you can afford to do so. (Note: Do not expect to receive unsolicited samples back.)

“Once I have the name of the buyer and their e-mail, I e-mail them,” says Taormina. “My e-mails are succinct. I introduce myself, my product, and why I feel they should consider adding my product to their assortment. Within the e-mail, I include a photo of Psi Bands in and out of package and a reputable media feature to catch their attention. As an attachment, I include a customized PowerPoint presentation (stay tuned for an upcoming blog on five must-have items for your retail pitch to buyers).” She also asks for their reply. If she doesn’t get one, she follows up. But remember: “Always be mindful of the buyer’s time. They are extremely busy. You should always be respectful, polite and even add humor where appropriate.”

Give celebrities discounts, within reason. Marcus’s creations have made it into the hands of Angie Harmon, Marcia Cross, Katherine Heigl, Ellen Pompeo and Cindy Crawford, among others. Marcus says she either offers an initial celebrity discount, or offers free thank you notes to go along with their invitations. "Once a few celebs use your products, they tell two people, and then they tell two people," she says.  She also has her company information and website on the back of every card so the friends of celebrities know how to find her. 

Barter. A Hollywood publicist once approached Marcus and asked if she would do the invitations for a certain star’s birthday party. In exchange, she would send out information on Marcus’s company. Marcus agreed and got tons of business from other celebrities. “You never know what will come of it,” she says.

Always cross your t's and dot your i's. So says Julie Goldman, the founder and CEO of The Original Runner Company, which makes nonslip fabric aisle runners for weddings, bar mitzvahs, fashion shows and other events. Goldman’s 8-year-old company provided the custom aisle runners for the weddings of Bethenny Frankel, Fergie, Kevin Jonas, Ashlee Simpson, Nicole Ritchie and, yes, Kim Kardashian. (So what if the marriage only lasted an hour? The runners looked fabulous!) But before anyone steps foot on the runner, Goldman has a detailed contract in place. And she does not donate her products. “The expectation is that they call up and they think you’ll donate products,” she says. “We don’t donate; we gauge the price on how much exposure we think the event will get for us. If it’ll be on national TV and seen and featured on the cover of People magazine, that’s one thing. In other words, make sure you know exactly what you’re getting in advance.”

Don't cannibalize your company and don't be afraid to walk away. Even though it’s thrilling to have your product in a major chain, it might not make the most sense from a bottom-line perspective. Every company takes different percentages, so you have to know what the restocking fee is, as well as the damage fee. “The deals are always to their advantage,” says Goldman. “So you have to find the best advantage to your company and if it’s the right fit. Your mark-up is so small once the retailer takes their piece. In contrast, when I sell stuff off my web site, I keep everything after production costs.”

Brittany Hodak, the president and co-founder of 'ZinePak, agrees. Her company produces a configuration of entertainment packaging comprised of a small-format magazine, CD or DVD and one or more exclusive merchandise items. “Sometimes small business owners are so anxious to have their products carried by major retailers that they will say ‘Yes!’ to any terms and at any cost,” says Hodak, who has worked closely with Walmart to release four exclusive ‘ZinePak packages in their stores, including two for the popular Kidz Bop brand, one for American Idol winner Scotty McCreery, and one for the 2011 Academy of Country Music Awards.  “It’s important to remember that not having your merchandise carried by a national retail chain is more advantageous than having your merchandise on their shelves, but taking a loss to do so,” she explains. “It can sometimes be challenging to stand up to a retailer and say ‘No’ as the little guy, but it’s something that is necessary if you want to be taken seriously by major corporations in the long run.  This includes compromising your profit margins, your suppliers or the overall cost [or] integrity of your product.”

Nuture your relationships. What’s it like to do business with the grand poobah (that would be, Walmart)? According to Hodak, it’s great—but you have to do your homework. “Walmart has thousands of buyers and marketing managers across its vast array of categories, so finding the right one to talk about your business or your product can be tough,” she says. “Some categories even have special third-party companies that help manage inventory.  That’s the case with music; a third-party distributor maintains the entertainment inventory at Walmart stores. So, it’s important to build a relationship with both companies in order to succeed.”

Finally, surround yourself with other entrepreneurs in the same boat.  “It’s really important to educate yourself and surround yourself with people who’ve worked with national retailers before or had products in a chain,” says Goldman, who often bounces ideas off the women she’s met through CMI.  “It’s great to have a community to talk to.”

Pictured: Kim Kaupe and Brittany Hodak of 'ZinePak with American Idol winner Scotty McCreery

From NELL MERLINO:

What if your product were in the hands of a Kardashian or on Gossip Girl or lining the shelves of Walmarts around the country? What if your business's product becomes as well-known as the iPod or, for that matter, the Band-Aid? Not a bad idea, is it?

One of our goals at Count Me In is to not only inspire female entrepreneurs to grow their businesses, but to make their mark in a big way. And what, exactly, does that mean? Visibility. Getting their products in the right hands—whether it’s with a national retailer, the hottest celebrity or both!

Obviously there are enormous benefits to wider exposure, whether it’s with a chain or through a celebrity. A larger audience can, quite literally, make or break a company. It’s the difference between selling a few hundred items and selling hundreds of thousands items. Or, in simpler terms: It’s the difference between a new Honda Civic and a new Ferrari.

Of course, this is a lot easier said than done. There’s no rulebook; as with most things entrepreneurial, it’s often just a matter of trial and error. But there are some general guidelines. So I asked some of the women from our CMI community to share their top tips on getting major exposure.

Do trade shows. “I always advise even small companies to do trades shows in their industries,” says Bonnie Marcus, founder and CEO of Bonnie Marcus Collection, a stationery and gift designer and manufacturer in Westport, Conn. Ten years ago, Marcus had a booth at a stationery show at the Javits Center in Manhattan—and walked away with orders from Saks Fifth Avenue, Barney’s and Bloomingdales. Her advice? Walk the trade show floor first and make sure the product is really appropriate for the industry. If it is, get a booth, and find out what the buyers are looking for. “Make sure there’s nothing else like what you’re thinking of doing already, and make sure your price point is in line with the other products on the market.” Marcus knows what she’s talking about: This fall, she launched a gift card line in Target.

Partner with the big boys. “They have so much power in terms of press and manufacturing capability,” says Marcus. For example, this year she entered into a licensing agreement with Kodak, where they will manufacture a line of her cards, designed in conjunction with celebrities like Molly Sims. A portion of the proceeds is going to the children’s charity of the celebrity’s choice. “If you partner with larger companies, it enables you to open bigger doors,” she says.

Be tenacious. That’s the advice from Romy Taormina, the co-founder and nausea relief chief of Psi Health Solutions. Her company sells Psi Bands, FDA-cleared acupressure wristbands for the relief of nausea due to morning sickness, motion sickness, chemotherapy and anesthesia. Tenacity is part of how she got her products into national retailers like Rite Aid, CVS, REI, Whole Foods, Meijer, Walgreens.com and Target.com. Psi Bands will be launching at BabiesRUs in December. Taormina, along with a former Target buyer, recently launched a blog called "Both Sides of the Retail Table," which offers strategies for getting your product onto retail shelves.

For starters, you can’t be shy. “Almost all websites these days have corporate phone numbers,” she says. “Call up the company, ask for the name, phone and e-mail address of the person to whom you wish to communicate (i.e. baby products buyer, over-the-counter buyer, feminine hygiene buyer, etc). Sometimes the receptionist will give you the contact info you wish, or at least the buyer’s assistant’s contact info.” If that doesn’t work, call back to see if you get a receptionist who is a little more compliant. If that doesn’t work, call the PR or media department (most major retailers have a media contact listed on their website and/or have press releases included that indicate a press contact), and explain that you had a recent media success and want to discuss it with the buyer. (Granted, this requires drumming up some press…)

Another option: Go to the store you wish to do business with and ask to speak with the store manager. Give them your elevator pitch and ask them for their regional or corporate buyer’s contact info. If all else fails and you cannot get in touch with the buyer via e-mail, send them your pitch via snail mail along with product samples, if you can afford to do so. (Note: Do not expect to receive unsolicited samples back.)

“Once I have the name of the buyer and their e-mail, I e-mail them,” says Taormina. “My e-mails are succinct. I introduce myself, my product, and why I feel they should consider adding my product to their assortment. Within the e-mail, I include a photo of Psi Bands in and out of package and a reputable media feature to catch their attention. As an attachment, I include a customized PowerPoint presentation (stay tuned for an upcoming blog on five must-have items for your retail pitch to buyers).” She also asks for their reply. If she doesn’t get one, she follows up. But remember: “Always be mindful of the buyer’s time. They are extremely busy. You should always be respectful, polite and even add humor where appropriate.”

Give celebrities discounts, within reason. Marcus’s creations have made it into the hands of Angie Harmon, Marcia Cross, Katherine Heigl, Ellen Pompeo and Cindy Crawford, among others. Marcus says she either offers an initial celebrity discount, or offers free thank you notes to go along with their invitations. "Once a few celebs use your products, they tell two people, and then they tell two people," she says.  She also has her company information and website on the back of every card so the friends of celebrities know how to find her. 

Barter. A Hollywood publicist once approached Marcus and asked if she would do the invitations for a certain star’s birthday party. In exchange, she would send out information on Marcus’s company. Marcus agreed and got tons of business from other celebrities. “You never know what will come of it,” she says.

Always cross your t's and dot your i's. So says Julie Goldman, the founder and CEO of The Original Runner Company, which makes nonslip fabric aisle runners for weddings, bar mitzvahs, fashion shows and other events. Goldman’s 8-year-old company provided the custom aisle runners for the weddings of Bethenny Frankel, Fergie, Kevin Jonas, Ashlee Simpson, Nicole Ritchie and, yes, Kim Kardashian. (So what if the marriage only lasted an hour? The runners looked fabulous!) But before anyone steps foot on the runner, Goldman has a detailed contract in place. And she does not donate her products. “The expectation is that they call up and they think you’ll donate products,” she says. “We don’t donate; we gauge the price on how much exposure we think the event will get for us. If it’ll be on national TV and seen and featured on the cover of People magazine, that’s one thing. In other words, make sure you know exactly what you’re getting in advance.”

Don't cannibalize your company and don't be afraid to walk away. Even though it’s thrilling to have your product in a major chain, it might not make the most sense from a bottom-line perspective. Every company takes different percentages, so you have to know what the restocking fee is, as well as the damage fee. “The deals are always to their advantage,” says Goldman. “So you have to find the best advantage to your company and if it’s the right fit. Your mark-up is so small once the retailer takes their piece. In contrast, when I sell stuff off my web site, I keep everything after production costs.”

Brittany Hodak, the president and co-founder of 'ZinePak, agrees. Her company produces a configuration of entertainment packaging comprised of a small-format magazine, CD or DVD and one or more exclusive merchandise items. “Sometimes small business owners are so anxious to have their products carried by major retailers that they will say ‘Yes!’ to any terms and at any cost,” says Hodak, who has worked closely with Walmart to release four exclusive ‘ZinePak packages in their stores, including two for the popular Kidz Bop brand, one for American Idol winner Scotty McCreery, and one for the 2011 Academy of Country Music Awards.  “It’s important to remember that not having your merchandise carried by a national retail chain is more advantageous than having your merchandise on their shelves, but taking a loss to do so,” she explains. “It can sometimes be challenging to stand up to a retailer and say ‘No’ as the little guy, but it’s something that is necessary if you want to be taken seriously by major corporations in the long run.  This includes compromising your profit margins, your suppliers or the overall cost [or] integrity of your product.”

Nuture your relationships. What’s it like to do business with the grand poobah (that would be, Walmart)? According to Hodak, it’s great—but you have to do your homework. “Walmart has thousands of buyers and marketing managers across its vast array of categories, so finding the right one to talk about your business or your product can be tough,” she says. “Some categories even have special third-party companies that help manage inventory.  That’s the case with music; a third-party distributor maintains the entertainment inventory at Walmart stores. So, it’s important to build a relationship with both companies in order to succeed.”

Finally, surround yourself with other entrepreneurs in the same boat.  “It’s really important to educate yourself and surround yourself with people who’ve worked with national retailers before or had products in a chain,” says Goldman, who often bounces ideas off the women she’s met through CMI.  “It’s great to have a community to talk to.”

Pictured: Kim Kaupe and Brittany Hodak of 'ZinePak with American Idol winner Scotty McCreery

From Ivana Taylor:

Do you stay quiet on social media because if you admit that you don’t get it, social media experts look at you like you have three heads? You are not alone.

A lot of business owners feel that this marketing tool is beyond their understanding and will remain so. If you secretly feel hopeless or stupid about social media marketing, read on. You’ll find a strategy and a day-to-day plan that will get results.

Focus on objectives, purpose and brand

First, stop worrying about individual social media applications and tools, and get clear on the purpose of your business and your brand.

• What does your business do for customers?
• What is your brand promise?
• What do you want to be known for?

Don’t over-think these questions, just jot down a few notes and thoughts. They will become your talking points as you step into the Twitter, Facebook, LinkedIn and Google+ worlds.

Think of social media applications as rooms

Once you’re clear on your message and your talking points, imagine each social media application as a room at an event. Walking into any social media space is like walking into a bar.

When you walk into a bar, you might join a group of friends and chat with them. TVs tuned to the news have a newsfeed running across the bottom. (The links that people share on social media sites are like that newsfeed.) You might also hear tidbits of conversations from the people around you. You may leave one conversation for another, or just listen to several conversations.

When you think about it this way, it’s obvious what your behavior on social media sites should be and what kind of information you might want to share with people. You wouldn’t think about blatantly selling anything at a bar because a bar is not a retail outlet. But you would share your experience with a product or service. You should be active in social media to interact, learn and inform others—casually.

Give your business or your brand a voice

Maybe you’re used to relating to marketing communications as a company instead of as a person. In the past, we’ve been conditioned to separate our personal lives from our business lives. But social media marketing emphasizes personal voices inside brands.

Every social media platform was originally designed for individual communication—for people, not companies. Think about what it is that you have to share that supports your business and your brand.

One of my favorite examples is Shashi Bellamkonda, director of social media at Network Solutions (@ShashiB). He is committed both personally and professionally to small business and its participation online. His personal expertise and experience fully support that of the larger Network Solutions brand. Visit his Twitter profile and notice how comfortable he is in this room.

Focus on your marketing objectives and results

Many small business owners try to use social media to achieve sales objectives instead of marketing objectives. Selling on social media is not only ineffective, it’s a sure way to put people off instead of attracting them to your brand.

From a marketing perspective, what are you trying to achieve, and who are you trying to attract?

Suggestions by business type

• Business-to-consumer or retail: Build relationships with your local community to attract local people. Use Twitter and Facebook to communicate what’s going on at your location.

• Professional: Build your credibility and expertise by sharing information and educating your target audience. Participate in LinkedIn groups and Facebook groups and pages in your vertical markets. Build your focused network across regions if that’s appropriate for your business.

• Business-to-business: Build relationships with relevant people in your networks. Use LinkedIn to find and connect with decision-makers and influencers inside the companies you work with and in your customers’ companies. Create lists on Twitter that include experts in your industry and conversations about the industry topics that you’re interested in. Google indexes Twitter conversations, so have those keyword-rich conversations there. Google+ is the latest social media tool that combines the benefits of Facebook and Twitter and makes it possible to collaborate and work in a social media environment.

Create a place for conversations to land and expand

You may not be successful with social media because you don’t have a clear place for these conversation to “land.” It’s hard to get any traction from social media when you don’t have an “offer” or an internet representation of what you’re talking about.

Don’t just link to your home page–that’s confusing for your audience. Write blog articles that clearly communicate your brand and your offer in a way that is useful, engaging and educational. Start conversations. You can capture people from the online world and add them to your own sales and marketing database by creating landing pages that have offers such as downloadable reports, e-courses, white papers, videos and templates.

Focus on a few key social media spaces and let go of the rest. If you do everything I’ve outlined here, you’ll come up with a few key sites that support your marketing strategies. Participate more fully in the areas that you’ve targeted based on your goals and objectives.

Base your social media policy on your marketing strategy

Writing a policy doesn’t have to be a big, scary, official thing. It’s a set of rules that you follow on social media that supports your goals and objectives. It keeps you focused on what you’ve decided to work on as you navigate social media spaces.

Have fun

Focus on your marketing objectives and then use social media marketing to engage with your audience in a way that generates interest and, ultimately, new customers. Use social media to build a community that is engaged in your brand because you are engaged in helping them understand and use your brand.

You’ll experience the satisfaction that comes from having access to your customers and influence in your market.