January is traditionally a time for reviewing the year that's gone by and planning for the new year ahead. As a retailer, planning one's "marketing" calendar is part of that process.
At LaDIFF, we enjoy plugging in both sides of our brains to get the creative/right brain working with the strategic/left brain.
This year - 2010 - we have something very special to celebrate: LaDiff's 30th anniversary. As you may have read in our previous blog, an homage and plea to assist earthquake-stricken Haiti, the seed of inspiration to begin LaDifference began on that very island, 30 years ago.
For many retail businesses, marketing is all about "advertising". The traditional channels of print, television, direct mail, and radio are now all mixed up with the newer channels of web advertising and social media. Often when meeting with an 'expert', these are the channels discussed: where dollars should be spent, should you use image or promotional creative spots, which is better: frequency or audience... etc. etc. etc.
Seldom do the 'experts' mention an area that means quite a lot to LaDiff: "Cause Marketing"
Cause marketing is when you find a way to present your mission and vision and hopefully reap financial success in such a way that it also brings attention to a "worthy cause." When businesses, both big & small, choose to allocate some of their "advertising" dollars to causes that matter both to them and to their customers, their customers respond.
In the last week, our customers have called and written in support of Andy's blog post and (subsequent Richmond Times Dispatch reprinting!) about his memories of Haiti.
In the last week, we delivered over 400 pounds of canned goods to the Central Virginia Foodbank and will be following that up with a healthy cash donation - all from our customers who enjoyed giving to a local cause in exchange for a fun holiday sale.
In the last week, we tallied up the donations for our Ekornes promotion to learn we exceeded our goal and nearly tripled what we brought in last year. We will be presenting a very happy check to the Caritas Furniture Bank on behalf of the customers who wanted to give.
In the last week, I have responded to a giant pile of solicitations for silent auction donations for area schools and non-profits, whose board members and donors and party attendees are all current or future customers of LaDifference.
To whom you give and how you help can vary. We are fortunate to have a LARGE building where we can support the occasional fun evening event. For the second year in a row, Easter Seals will be throwing their annual Eggstravaganza bash in our store!
Whether you put up posters to help others advertise their fundraisers, you put a jar for donations on your counter, you stroke a check to sponsor an event, or you simply spread the word through Facebook, Twitter, or email lists to help "causes"... you CAN make a difference in your community.
We've got plans for more 'cause marketing' in our 2010 advertising budget.
I hope you do, too.
Thursday, January 21, 2010
Wednesday, January 13, 2010
Our Haitian Beginning...
guest blogger: Andy Thornton, president and founder of LaDifférence, Inc.
For La Diff the news of the earthquake yesterday, January 12th, is close to home in many ways. La Diff is celebrating our 30th anniversary this year and it was Haiti that spawned our creation in 1980. Our very name, LaDifférence, comes from Haiti’s national slogan – Haiti, Vive La Différence.
From 1978 – 1980 I lived in Port au Prince and created an export business handling handicrafts, artwork, rugs, and the like. We worked with hundreds of Haitians in the capital, in Gonaives, Jacmel, St. Marc and in the countryside. The experiences were incredibly formative and rich. Some were delightful, some were quite painful but they all left an indelible impression on me.
The news that we are now getting out of Haiti is indeed very sad. Once again this poor country has been hit with tragedy – this time in the form of a massive earthquake whose epicenter was close to the capital of Port Au Prince.
Because of the lack of communication systems, the rest of world is only just starting to get reports of the nature and extent of the damage; it seems to be pretty devastating.
If one were Haitian it would seem fair to wonder why so much travail and hardship is 'dumped' on this island and its people. Already the poorest country in the Western Hemisphere it has suffered from innumerable hurricanes, political violence, corruption, deforestation, over population and a litany of other ills that would break most people’s spirits or beliefs. Now they are faced with rebuilding their lives and homes after the worst earthquake in the region in 200 years. It seems hard to understand how anyone could suffer so greatly and still go on.
And yet the Haitian spirit seems irrepressible. These are lovely people who have faced adversity countless times but keep smiling and persevering. They will survive and they will rebuild. Ask a Haitian "comment ou ye?" (how are you?) and the most likely answer will be "map debat" (I am getting by). They have an uncanny knack for survival and good humor and good grace but certainly could use any help that we can give them in this dark hour.
Personally and through LaDifférence, we will extend financial assistance to Haiti to assist in relief work and to help rebuild this island nation. There will be many outlets for providing support; we only ask that you donate to established, reputable organizations, such as the Red Cross, Oxfam. The Huffington Post is providing lists of ways we all can help, and they will be updating the list regularly. We hope you will help us show support to this country of survivors.
My heart goes out to Haitian friends from years gone by – William, Lionel, Luckner, Francois, Jean-Jacques, to their families and to so many more. "Monsieur et madame, m’pense ampil d’ou jodi a."
For La Diff the news of the earthquake yesterday, January 12th, is close to home in many ways. La Diff is celebrating our 30th anniversary this year and it was Haiti that spawned our creation in 1980. Our very name, LaDifférence, comes from Haiti’s national slogan – Haiti, Vive La Différence.
From 1978 – 1980 I lived in Port au Prince and created an export business handling handicrafts, artwork, rugs, and the like. We worked with hundreds of Haitians in the capital, in Gonaives, Jacmel, St. Marc and in the countryside. The experiences were incredibly formative and rich. Some were delightful, some were quite painful but they all left an indelible impression on me.
The news that we are now getting out of Haiti is indeed very sad. Once again this poor country has been hit with tragedy – this time in the form of a massive earthquake whose epicenter was close to the capital of Port Au Prince.
Because of the lack of communication systems, the rest of world is only just starting to get reports of the nature and extent of the damage; it seems to be pretty devastating.
If one were Haitian it would seem fair to wonder why so much travail and hardship is 'dumped' on this island and its people. Already the poorest country in the Western Hemisphere it has suffered from innumerable hurricanes, political violence, corruption, deforestation, over population and a litany of other ills that would break most people’s spirits or beliefs. Now they are faced with rebuilding their lives and homes after the worst earthquake in the region in 200 years. It seems hard to understand how anyone could suffer so greatly and still go on.
And yet the Haitian spirit seems irrepressible. These are lovely people who have faced adversity countless times but keep smiling and persevering. They will survive and they will rebuild. Ask a Haitian "comment ou ye?" (how are you?) and the most likely answer will be "map debat" (I am getting by). They have an uncanny knack for survival and good humor and good grace but certainly could use any help that we can give them in this dark hour.
Personally and through LaDifférence, we will extend financial assistance to Haiti to assist in relief work and to help rebuild this island nation. There will be many outlets for providing support; we only ask that you donate to established, reputable organizations, such as the Red Cross, Oxfam. The Huffington Post is providing lists of ways we all can help, and they will be updating the list regularly. We hope you will help us show support to this country of survivors.
My heart goes out to Haitian friends from years gone by – William, Lionel, Luckner, Francois, Jean-Jacques, to their families and to so many more. "Monsieur et madame, m’pense ampil d’ou jodi a."
Saturday, January 2, 2010
What the 'experts' are saying...
Who doesn't like to be right? Or, at least, have their opinion validated by some experts in print.
My chest was all puffed up yesterday morning, as we greeted the New Year and read an article in the Richmond Times Dispatch about Home Trends to watch for in 2010. First off, the puffed up chest went well with my puffy eyes and face from actually seeing midnight for the first time in a few years (I really needed to say goodbye to 2009 in person, and watch it leave... for good.) ... but that's a different story.
While Mr. President of LaDiff was none to pleased that design blogger Patricia Shackelford "thinks we'll see more patchwork quilts, hooked rugs, needlepoint and chintz" in the year to come, you have to read between those words to see the meaning of her message.
Remember... when times are 'tough', comfort is KING, and what is more comforting than the familiar? and, little does he know, we've just added a beautiful very antique quilt, hand-sewn by my great grandmother Carrie Ferguson and great great aunt Bess, to our homestead.
My belief has been that if you surround yourself with items you love, that are beautiful to you, they will 'work together' to become something harmonious. In the same story, Keith Johnson, buyer at large for Anthropologie (one of my FAVORITE stores to visit in NYC... and now a 5 minute walk from my Richmond home) talks about selecting items on the Sundance Channel program "Man Shops Globe." Johnson says "recycled items will be purchased only if they are beautiful." Beauty+function+recycled=a great combo.
So, how would you expect a 'modern' furniture store to react to this infusion of the 'comforts of traditional fare'?
For those who know our store, you also know we've always been a bit 'eclectic'. (Richmond Magazine even described us that way in one of their annual 'Best of...' issues). When LaDiff first opened, a whopping 30 years ago in Charlottesville, VA, the store sold Haitian handcrafts. Furniture didn't even come into the mix for about 2 years.
Having the name "LaDifference" means you are not locked into ONE style. We have ventured down all of avenues of design: Shaker, arts & crafts, minimal, glamour, whi
msical, stark, rustic, high gloss, over the top, shabby chic, recycled, old world, mid-century modern, ... you name it, we've seen it, done it, sold it... because this is how people (YOU) truly live. Last year, we added Vive as an expansion of our love for the eclectic and exotic.
In October, the blog about purposeful eclecticism showed our thoughts in how these designs are now merging and mixing together more beautifully and in a more accepted fashion.
Reading the 'expert opinions' on Saturday morning was quite interesting. Not that we 'need' the validation (okay, yes, ... yes, sometimes I do), but it was nice to wake up on the first day of the new year and 'read' that our look is on the right track.
Here's to 2010 - twenty-ten - MMX - look for more celebration and fun and walks down our 30 year memory lane as the year goes by. We hope to see YOU more often, inside our wonderful 'recycled' building, enjoying our historic downtown, and loving our eclectic yet modern home furnishings. ... Our goal is to inspire you to take a few pieces back to YOUR home too.
Happy New Year!
My chest was all puffed up yesterday morning, as we greeted the New Year and read an article in the Richmond Times Dispatch about Home Trends to watch for in 2010. First off, the puffed up chest went well with my puffy eyes and face from actually seeing midnight for the first time in a few years (I really needed to say goodbye to 2009 in person, and watch it leave... for good.) ... but that's a different story.
While Mr. President of LaDiff was none to pleased that design blogger Patricia Shackelford "thinks we'll see more patchwork quilts, hooked rugs, needlepoint and chintz" in the year to come, you have to read between those words to see the meaning of her message.
Remember... when times are 'tough', comfort is KING, and what is more comforting than the familiar? and, little does he know, we've just added a beautiful very antique quilt, hand-sewn by my great grandmother Carrie Ferguson and great great aunt Bess, to our homestead.
My belief has been that if you surround yourself with items you love, that are beautiful to you, they will 'work together' to become something harmonious. In the same story, Keith Johnson, buyer at large for Anthropologie (one of my FAVORITE stores to visit in NYC... and now a 5 minute walk from my Richmond home) talks about selecting items on the Sundance Channel program "Man Shops Globe." Johnson says "recycled items will be purchased only if they are beautiful." Beauty+function+recycled=a great combo.
So, how would you expect a 'modern' furniture store to react to this infusion of the 'comforts of traditional fare'?
For those who know our store, you also know we've always been a bit 'eclectic'. (Richmond Magazine even described us that way in one of their annual 'Best of...' issues). When LaDiff first opened, a whopping 30 years ago in Charlottesville, VA, the store sold Haitian handcrafts. Furniture didn't even come into the mix for about 2 years.
Having the name "LaDifference" means you are not locked into ONE style. We have ventured down all of avenues of design: Shaker, arts & crafts, minimal, glamour, whi
msical, stark, rustic, high gloss, over the top, shabby chic, recycled, old world, mid-century modern, ... you name it, we've seen it, done it, sold it... because this is how people (YOU) truly live. Last year, we added Vive as an expansion of our love for the eclectic and exotic.In October, the blog about purposeful eclecticism showed our thoughts in how these designs are now merging and mixing together more beautifully and in a more accepted fashion.
Reading the 'expert opinions' on Saturday morning was quite interesting. Not that we 'need' the validation (okay, yes, ... yes, sometimes I do), but it was nice to wake up on the first day of the new year and 'read' that our look is on the right track.
Here's to 2010 - twenty-ten - MMX - look for more celebration and fun and walks down our 30 year memory lane as the year goes by. We hope to see YOU more often, inside our wonderful 'recycled' building, enjoying our historic downtown, and loving our eclectic yet modern home furnishings. ... Our goal is to inspire you to take a few pieces back to YOUR home too.
Happy New Year!
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