Getting It Right

2 CommentsTuesday • March 13, 2012 • by Imei

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Getting It Right
B. Imei Hsu, RN, LMHC, Artist

While I write my book, Designing Your Practice, I am already thinking of my book signing launch party. The moment you invite the public to view your baby is a very special moment. No matter how artistic you are, there are elements to presentation you need to consider before you put it out there. While most of us do not have the capital of a large department store, I’d like to highlight my experience with the Nordstrom Rack’s recent opening in downtown Seattle as an example of a company who is “getting it right” when it comes to presenting something in which they take great pride.

I peeked into the windows of the closed Nordstrom Rack store, right past the sign that indicated that the store was closed for a private event. Nordstrom Rack’s advertisement to the blogging community indicated that they wanted each of us to feel welcome, but not to share this event beyond our close friends and influencers. Why? Because this was an exclusive event they wanted just for us: the very first people people in the public to see their store and shop their merch. The store was not officially open, and they wanted us to know that their staff was there for us.

Tip #1: make your guests feel known by name, welcomed, and exclusive.

The manager of the store, Peter McMahon (@Seattle_Rack on Twitter)  was there to greet every guest. He stopped and looked me in the eye, shook my hand, and looked at my name tag while pronouncing my name. I know that seems simple, right? But you have no idea how many places I go to — even doctor’s offices, where the receptionist, medical aid, and other workers do not even bother to acknowledge who I am.

Tip #2: for crying out loud, address people by name.

As I descended the escalator, I heard applause. Uh-oh, there is a gauntlet of clapping staff members wearing green staff shirts that identify them clearly as staff, and trays and trays of white wine and vodka limonadas. Oooh-la la, I have to have one of those [erm, maybe two, since I'm taking light rail home]. Instead of thinking, “This is over-the-top,” I realized the staff were being primed for what they will be doing from this time forward: happy that you are a customer. Happy that you might come to their store and have a good experience, find what you like, and purchase something.

Years ago, my grandmother came to visit from Taiwan. Her clothing did not look expensive to others, but she was a wealthy woman who asked me to take her shopping at an exclusive women’s shop in Bellevue, WA. The staff did not pay attention to her because she didn’t speak English, and she didn’t look rich. I had to catch the attention of one of the assistants by whispering, “My grandmother has $10K in her purse. Would you care to wait on her?”

The Nordstrom Rack is like any other business. While they specialize in value-priced clothing for those watching their budgets, they aren’t turning away women who look like my grandmother. I know, because they didn’t judge me, and I am certainly no fashionista wearing couture and flashing money. [BTW, my grandmother bought $5000 worth of clothing that day. Cash.]

Tip #3: respect everyone who looks at your business, your art, your products, and thank everyone equally, even if they don’t buy anything. You never know the outcome until you get to the cash register.

Before I descended down the escalator, I was handed a thin and seemingly light swag bag. They didn’t tell me what was in the bag, but I found out later how each bag contained a gift certificate for $50.00. How nice! While there was no expectation that you had to spend it then, they hoped each blogger would tweet using their hashtag, share with their friends what they bought, and say something kind. If you did so, you were entered to win an item. Press was invited to capture those moments, and a DJ stood at attention to pump out some tunes.

Tip #4: give something people like to get something you will like.

I ended up asking the Nordstrom Rack Twitter representative why I was invited to this event, since I know Seattle is bursting with Social Media people who have larger followings than I do. She said that while they targeted Twitter users with followings higher than 800 (which would qualify someone like me), they also looked for community members who others looked to for advice. She looked at my Twitter handle and said, “Oh, you’re the bellydancer.”

I smiled. Someone did their homework.

Tip #5: it’s not the number of followers someone has, or a popularity contest. It is your power to influence, to persuade, or project a positive impact that others find valuable. Invite those people to your events.

They did their part: they wanted me to shop, and they gave me a gift certificate. I did my part: I was the shopper, and I bought items I wished to show others.

Tip #6: know the purpose of your artful event. You have a role, and your guest has a role. Respect the roles. In fact, have fun with them.

I am very sorry to report that @Superbetch did not like the raincoat I purchased for the transitional days between Winter and Spring (where it rains and rains, but it’s not cold enough to wear the heavy black rain coat).  But he did like the ring I bought, pictured here. I love both items, and I think I’ll get some major use out of the coat. If I get tired of the color, I’ll tell Superbetch I had it professionally tye-dyed. [Ha ha].

My book launch, your artful events, and both of our presentations of what we love and what we do must have the same sense of preparation, care, excitement, smart presentation, and giving as any other business. While we may not have the same budget to give everyone a couple of glasses of wine and seemingly endless appetizers, giving away signed CD’s and books, sharing links for free podcasts, and showing how guests can win free items are helpful in getting your art into the hands of those who not only appreciate your work but tell others about it too.

Here’s to getting it right! [Good job, Nordstrom Rack!]BTW, they gave each guest a bunch of tulips in a variety of colors. I got a bunch to match my new watermelon-colored raincoat. Nice touch to remember them by: simple beauty at an affordable price.

Now, tell us what you think. Do you think art openings need to have the same attention to detail in being “consumer oriented” as other business openings? What transferrable concepts do you see that will help you the next time you throw a house concert, a locals show, or a dance performance to a new audience?

Editor’s Note: I am NOT picking on @Superbetch. He and I both know that I love everything black, and every once and awhile I have to be spontaneous and purchase something that is not black, grey,  white, or chartreuse.  It’s Springtime, darling [Mwah].

Posted in: Art, Business, consumers, entertainment, how to, Internet, Shopping