From the moment Meredith Oliver, CSP, stepped on stage at our NSA-VA Chapter, November 11, 2016 workshop, she was teaching. I think if I thought about it a little more, she started her teaching long before she showed up that day.
There is a lot that goes into an out of town speaker getting to our NSA VA Chapter meeting. When Meredith showed up, she literally brought a lot of “you can take it to the bank if you take action on what I say” with her. She gave it to us in an understandable, down to earth manner and provided great examples too.
She brought her son Brady with her on the ride from North Carolina. After speaking with the audience for awhile, she checked in with her son. She asked if he was okay and had he written down three things he had heard her say so far, that he learned. This was his assignment before he was to start playing the computer games he had with him. I felt this was a pretty powerful testament about this young mother. What do you think?
She started out talking for what felt like 10 – 12 minutes, about a business called StitchFix. It is an online personal shopping service for women who have a little time to shop for clothes, shoes, and accessories.
StitchFix works like this.
“First the CUSTOMER completes a detailed profile including style preferences, body type, and size information. Next, the CUSTOMER rates several sample outfits on a scale from Love It to Hate It. The CUSTOMER then sets a budget range per item and indicates the type of clothing, colors, and fabrics which are not acceptable. For example, I don’t wear pink or anything furry. Next the CUSTOMER writes any specific comments or requests and includes a link to her My Style Pinterest Board. Finally, the CUSTOMER schedules the frequency of fix, or shipment. The whole ordering process is completely customizable based on budget and fashion needs. There’s a $20 styling fee, which is applied to the cost of any single item. The first fix is on the way!”
Above is the base formula of the StitchFix process, there are other decisions the company has to make based on the information received from the CUSTOMER. I hope my capitalization of the word customer has brought out the point Meredith was making with her story. We, no matter what our business is about, need to listen and respond to OUR CUSTOMERS needs.
StitichFix is so successful because it combines technology, data science, and the human touch of seasoned stylists, to make personalization feasible and scalable.
One of Meredith’s quotes was “when you market to everyone, you market to no one.” We need to determine who our target clients are and put our focus there. She asked if we remembered our WHY? And she also asked what is YOUR clients (FANs) WHY?
There were a few things Meredith listed as “Speaker Engagement Obstacles.”
- Content is repetitive
- To many vanity posts
- To much personal information
- Lifestyle/travel information not relatable to clients
- To many “I know It All” posts
- In consistent online marketing (YouTube, Facebook, LinkedIn and other social media need to look alike)
Now about those Stiletto High Heel Shoes and the business of speaking. Meredith shared that it seemed wherever she went, women were commenting on her shoes. One day one of her clients (fans) asked “Why don’t you start a page so you can tell us where you get your shoes?” She listened and if you go to Instagram and type in @MeredithsShoes22, you will be amazed at the activity there. All because she paid attention to what her tribe was saying and took action.
She provided us with a lot of resources. You can go to GetTalk.at/NSAVA to get to these priceless jewels. I think our business growth can be taken to another level in 2017. How? We can take the advice of the Find Your Fan Factor presenter AND ladies we can check out her Stiletto page, sooner than later.
Happy New Year everyone and don’t forget “You Matter.”