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Mar 16 2017

Instagram, Baby Moccs and a Mom Marketer’s Weakness

I’ve never been particularly fond of moccasins, and I’ve always thought baby shoes were a waste of money. But I’m currently obsessed with Freshly Picked baby moccasins. This, dear reader, is a story about storytelling and how one shoe company has used it to to build an incredibly successful business.

I was introduced to Freshly Picked at a friend’s baby shower, when my son was two and my daughter was simply a twinkle in my eye. While I wasn’t super impressed with the look of moccasins, the idea of soft soled shoes appealed to me. I quickly followed them on Instagram while I munched on cake. When I got home, I looked at the website and saw that the cost averaged $60. Sixty bucks for baby shoes? No thanks.

But I never unfollowed them. I watched as they released new designs and I started to actually like the look of the shoes. I saw pictures of chunky legged babies and energetic toddlers living fantastic lives, so it seemed, because of the moccs. I read testimonials from other moms claiming these were the best shoes ever. And now, as we approach my daughter’s first birthday, I am saving up to give her a pair of Freshly Picked moccs. I’ve caught the bug, and I’m not even sorry about it.

Surely, a company hasn’t turned me into a believer simply through their Instagram feed? They have. Honestly, it’s the only interaction I have had with them. Here’s how they did it:

Powerful visual storytelling

They’ve dubbed their shoes “memory keepers.” After a while, the baby’s footprint will appear at the bottom of the shoe. Their instagram feed is full of mom’s sharing old pairs of moccs that they hang onto because they love the footprint. It reminds them of park days, birthdays, first steps, first vacations, games of tag with siblings. Other FP posts show pictures of these events, smiling babies on a swing, sleeping newborns, big kids walking off to kindergarten. Scrolling through their feed is like looking at photo albums of a million happy, healthy, mocc wearing babies. Who doesn’t want that story for their kids? And while I know my kids can be perfectly happy without these shoes, cute shoes certainly don’t hurt.

Focused messaging

About 90% of Freshly Picked posts are about their moccasins. Whether it’s introducing a new design or showcasing a babe wearing their shoes, it’s mocc talk most of the time. When they do sway from the messaging, they still remain in the same sphere of family and baby products. This is important because it builds brand consistency, reinforces the message, and reduces risk of conflict or offense. As the old adage goes, do one thing and do it well. They do moccs and they don’t pretend to do anything else.   

Lots of engagement

I think they average one contest a week. And generally they are the same…in order to enter, you have to like their post and tag a friend. My friend and I tagged each other in every contest for a  year before one of us won (she did, not me. Sad day) And we could tag multiple friends for multiple entries, so I introduced a few friends to the brand through tagging. Those are simple actions for followers with a big impact for the brand. They have 724,000 followers. If even just 10% of those followers tagged one friend every contest, that’s exposure to 72,400 new followers every contest.

Freshly Picked not only encourages engagement from their followers, they do their part to engage as well. They respond to comments and questions on their posts, they like comments, and they repost photos of their customers sporting the moccs.

Through this engagement, they have created a community. While their Instagram feed is definitely a place where they introduce new product, advertise sales and encourage people to buy, it doesn’t FEEL like one big advertisement. It feels like a community, like a series of small stories. That’s why I keep following.

As someone who works in marketing, I like to consider myself immune to the “tricks of the trade.” But the truth is, the tricks work. Which is why baby girl will be getting a pair of ridiculously priced moccs on her first birthday. Sometimes, you just  gotta give into the emotional marketing, even if you know better.

Freshly Picked Baby Moccasins freshlypicked • Instagram photos and videos

Jan 24 2017

6 Tips For Strong Marketing Start To 2017

2017 is three weeks old. But if you’re like me, the first three weeks were spent putting away the Christmas stuff, getting sick, complaining about the rain, taking care of sick family members, returning gifts, and getting sick again. I’m just now making some headway on my resolutions and getting into a productive routine. SO, if you’re like me and getting a slow start to 2017 DON”T FRET! A slow start can still be a strong start. And for the next 6 weeks, we’ll be sharing some tips for getting a strong start in terms of marketing. Follow us on Facebook and Twitter to easily see a new tip every Tuesday. If you’re inpatient, you can just see them all here.

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Feel free to share these tips and images on your Facebook, Twitter or Pinterest page

Jan 04 2017

3 Guidelines For Making Resolutions You Might Actually Keep

new years resolutionsIt’s that time of year…resolution time! The time when everyone buys gym memberships, starts diets and begins one of the 12 self help books they are supposedly going to read this year. I don’t always make resolutions, in fact, the past 5 years or so I’ve been staunchly anti resolution. But I spent half of last year pregnant and the other half surviving life with a newborn and a toddler so I need to get back on track and live life with a little more intention. I created a list of reasonable resolutions and I’m pretty confident I’ll keep about half of them.

When I was creating my list, I kept the following guidelines in mind to help me create reasonable resolutions.

Improve on something you already do.

I have a three year old and an infant. This is not going to be my year to try new things. It is going to be the year I learn to live normal life with two kids. With that in mind, I decided that my “increase physical activity” goal for the year would be to simply do more of something I already do: walking. I usually load the kids up in the stroller and go for a 30 minute walk once a week, and looking at the year ahead I decided that I could reasonably increase that to 3x a week. It’s not glamourous, and it probably won’t be as much fun as the Zumba class I want to try, but it is a reasonable action that will help me obtain my overall goal of maintaining health and general sanity.

As you determine your goals, both professional and personal, I encourage you to look at the good habits you already have in place and think of ways to improve them. It’s a lot easier to keep a resolution when you’ve already got some momentum going.

Focus on the “do” more than the “do not.”

The horrific and divisive climate of 2016 caused a deep loathing in my soul for social media and my phone in general. One of my resolutions was to limit my phone usage. However I, much like my three year son, do not like to be told “no” even if I’m the one saying it to myself. Instead of simply having a resolution that says “no phone” I came up with resolutions that encouraged other activities. There’s the “walk 3x a week for 30 minutes” one, as well as the “read 16 books by the end of the year” goal. If I’m busy walking and reading, there will naturally be less time for heated debates with internet trolls about Obamacare.

As you determine your goals, both professional and personal, I encourage you to focus on things you want to do, rather than things you don’t want to do. If you’re going to free up time by NOT doing something, you better have another, better activity to fill that void so you don’t fall back on bad habits.

Have a “why.”

With every resolution I wrote down, I ask myself “why?” Why do I want to do this? Then I asked myself “is this ‘why’ strong enough to keep me going for a whole year?” One of my more fun resolutions was visit every regional park in my county with my family. Why? Because it will encourage more time spent with my family. It will give me new environments in which to walk. It will get me and my kids outside more and in front of screens less. I have a lot of “whys” for this resolution so it’s more likely I’ll keep it throughout the year. And I wrote those “whys” down so that when it’s Saturday morning and I’m tempted to let the TV do some babysitting while I search Instagram, I’ll hopefully find my motivation to get outside.

As you determine your goals, both professional and personal, I encourage you determine a “why” for each one. Write it down, and think about it for a day or two. Is this why strong enough to motivate you all year? Is this why still going to be a why in February? If the answer is no, ditch the resolution.

Why New Year’s resolutions did you come up with? How likely are you to keep them?

Apr 07 2016

Direct Mail Postcards for Mother’s Day

Mother’s Day is Sunday May 8th and we have several Mother’s Day postcards you can use to reach out to your farm, social list, clients and leads. Download the  Mothers Day Order Form and either email it to info@onestepservices.com or fax it to 949-452-0381. Order by April 19th and receive 10% off printing costs.

Mother’s Day 1 & 2

mothers day postcards direct mail postcards small business

 

 

 

 

 

 

These two postcards can be used for real estate agents or small business owners. They’re sentimental message is perfect for connecting with your audience on a personal level.

New House for Mama

mothers day postcards for real estate

 

 

 

 

 

 

This lighthearted, real estate centered postcard is perfect sending Mother’s Day wishes and generating leads in the form of buyers and sellers.

 

Dec 04 2015

Marketing doesn’t take a holiday

During the holidays, the hares of the business world take a break. They know they are bigger, faster, and stronger than the competition, so why not relax a little and enjoy the fruits of their labor? But all it takes is one determined, unrelenting tortoise to break ahead and push the hares back. come January, the tortoise has a strategic marketing plan in place and is already seeing an increase in business, while the hare is scrambling to get back in the race.

bethetortoise3 Ways to Gain the Lead in 2016

Update your brand– One Step Services’ designers will update your logo and overall brand so that it fits your new goals and business plan, without being so different that your current client base doesn’t recognize you anymore.

Set up a campaign– It takes a little bit of time, effort and brain power to create an effective direct marketing campaign. Get started on your direct mail and/or direct email campaign in  December, and the whole thing will be ready to launch first week of January.

Try new marketing pieces– Did you know that at One Step Services we can create and print listing presentations, pre listing brochures, trade show displays, storefront signs, stationery, die cut printed pieces, booklets, magazines, and so much more? If you are looking to spice up your marketing, we can give you some great marketing ideas.

Come in for an appointment with our Director of Client Relations to discuss your small business marketing needs and get set up for success in January. Schedule your FREE 90 minute consultation by calling 949-587-5301 or emailing info@onestepservices.com

 

Nov 25 2013

Mailbox Monday- A sales pitch I didn’t mind reading

Seeing as I work in the direct mail marketing biz, I pay attention to my junk mail more than the average person. Every so often I come across a piece that strikes my fancy, either because it’s particularly good or particularly bad. When I come across these pieces, I share them in a fun little segment I call “Mailbox Monday.”

Last week, I received this email from a vendor we worked with at the beginning of the year.

Hi Brianna,

It’s been a while since we’ve worked together, and I just wanted to check and see if this email was still active and if you had any need of our services! We are still the best for Promotional Products and have your logo on file if you have any projects on the horizon.

Please let me know how I can assist you and earn your business again.

Thank you,

I appreciated this email for several reasons. One, it was personal. It was addressed to me specifically and it was signed by a specific sales rep. Its amazing how simply using personal names, instead of generic terms like “client” or the business name, can make a piece of communication much more appealing to the recipient.

A second thing that I appreciated about this email was that it was short, simple and to the point. Between work and taking care of my infant son, I do not have time to read a long, drawn out sales pitch.  Nor do I have the patience to dicipher a complicated discount (if you order this many products by this time while standing on your head and eating banana, we’ll give you 50% off!). I appreciated that the sales rep respected my time and said what he needed to say quickly.

Thirdly, this email does a great job of being customer centric, while at the same time promoting the business. I read tons of marketing blogs and they all say the same thing “Focus your marketing on the customer! Identify and address the customers needs. Talk about the customer more than yourself.” All of this is great advice and is crucial to a successful marketing plan. However, if you only focus on the customer and never promote yourself, you won’t make the sale. This email essentially says “if you have a need, we are the best ones to meet that need.” The sales rep also points out that he has my logo on file, reminding me that it would be much easier to place orders with them than starting with another company. He addressed a need (I need things to be easy) and told me how he could meet that need (they already have my artwork on file so placing an order is easy).

The last thing I appreciated about this email was that a  real live person from the vendor took the time to reach out to me. I actually responded to this email, which is something I rarely do, and thanked the service rep for reaching out. And he responded with a simple thank you, again reminding me that a real live person is taking the time to communicate with me.

When its all said and done, I didn’t place an order with the sales rep that day because I simply did not need his services. However, the next time I do, you can bet that I’ll be going directly to him. Hopefully he continues to occasionally reach out to me to keep himself at the forefront of my mind.

Good Cause Marketing