It's that time of the week, dear readers. Jane is proud-- might proud-- to bring you our Smart Woman Online, Toby Bloomberg.

Toby is one of our original blog buddies. We connected with Toby back when Lip-sticking was in its infancy (we are only toddling as it is, now). Once we discovered her blog Diva Marketing, we knew we'd found a sister, a friend, and a trusted resource for our questions on marketing and branding. Toby is personally responsible for some excellent sales of our little book (you know which one, dear readers) and has influenced our blogging more than she knows. We think today's interview will knock your socks off! After all, it is St. Paddy's day. So, bring out the green beer and let's get started...

Lip-sticking: We consider your blog one of the MUST reads of the week (we wish we could read it every day but the days just get away from us-- do you suffer from that disease, too?) and we wonder how much time you spend
pulling all that great content together?

Toby: Yvonne, It’s a thrill to be part of Lip-sticking’s Smart Women Online series.  I’ve enjoyed your interviews with both “smart” women and men. Definitely a must read.

Thanks for your kind words about Diva Marketing Blog. It’s been a wonderful adventure writing the blog. The time-cost runs anywhere from 3-4 hours a week to 10 plus. When I’m researching a post I sometimes get lost in the process. I turn a corner and find something wonderful. Then follow a link that leads to another great idea or send off an email to find out more information and before I know it … zap there’s an hour gone. (we totally relate!)

Lip-sticking: Jane believes that more and more women will take to blogging this year-- either as writers (both business and personal) or, as dedicated readers. Can you comment, from a marketing perspective, as someone who
knows a lot of bloggers, herself?

Toby: It appears to be a good ol’ boys club doesn’t it? Henry Copeland, of Blogads, recently posted results of a survey he ran. Granted it might not have been “statistically valid,” but it does provide us with an "idea" of the composition of the blogosphere. From the 30,079 blog readers who responded only 24.5% or 7370 were women. (he didn't tell Jane about it...she could have gathered up a dozen women....maybe more!)

However, my sense is that there are more women bloggers and blog readers than we realize and the numbers will continue to grow. Within the past couple of months I’ve met at least a dozen women who have launched a business blog or are in the process of launching one. These are women who work for nonprofit organizations, small businesses and large companies. While not highly visible in the “blogosphere” women are making a difference within specific niches.

Lisa Stone, Surfette, is suggesting a new conference for women bloggers - Bloghercon. Hmmm…sounds like I heard that idea before - from you Yvonne. (yes, months ago we thought having a group of women bloggers gather together would be marvelous...we know a number of women who feel this way...we think we should contact Lisa.)

Lip-sticking: Are there any industries or professions you don't think should blog? This is a continuing topic, lately, on some blogs we read. What works, what doesn't...for instance, blogging for real estate professionals: GREAT IDEA. Blogging for undertakers-- maybe NOT a good idea? What about Dog Groomers?

Toby: A dog groomer blog! How cool would that one be? My Westie, Max, hates to be brushed. It would be great if I could “talk” with a groomer and other dog owners about ways to make sure he doesn’t get matted in between haircuts.

Should all companies blog? Let’s start with the premise that the main goal of a marketing/business blog is to encourage people-to-people conversations (we call them bloggersations) that humanize corporate speak (by corporate speak I mean collateral materials, websites and press releases; you know the drill.). With that in mind, any industry or profession can benefit from a blog strategy. The parting point is the company culture. Will the culture support an honest and transparent public conversation? Will the company allow the resources of people and time needed to ensure a successful blog?

A blog for the mortuary industry?  Think about the popularity of the TV show “Six Feet Under.” If done with grace and sensitivity, I think a blog that helps people through the difficult time of what to do after loosing a loved one would be wonderful. Or on the other side, a blog that supports the professional aspect of undertaking would work too! Perhaps I am simply a blog evangelist who drank too much of the cool aid.

Lip-sticking: (we had some of that cool aid-- you're not alone) We're sure you know this is Women's History month. What, in your opinion, is the best thing that has happened to women this century? (yes, we mean THIS century-- not the last century.)

Toby: Better wrinkle creams! (hear, hear!) On a more serious note, acceptance and excitement about entering each phase of life. From women in their twenties to women eighty plus we’re learning to embrace each stage of the adventure. We’re accepting that it’s okay to be young and it’s okay to be older. With acceptance comes confidence. Confidence to be who you are to pursue what you want - whether it’s a career, a life style or time just for yourself.

Lip-sticking: We met you eons ago (well, months ago...in insect years) through blogging and the AMA, American Marketing Association. What do you think has changed the most about marketing since the advent of the Internet? Sometimes Jane feels her head spinning from all of the marketing advice--banner ads, rich media, skyscrapers, audio and video email-- heaven's to Betsy-- what is an average business owner to make of all of that?

Toby: Yes, it sure does feel like eons ago when you graciously commented on a new born blog opening the door to what would become a wonderful friendship. In the blogosphere time seems to move at warp speed. 

In terms of choices, there can be too much of a good thing! The internet certainly changed the marketing paradigm. Through easy, free access to information it became possible to find out all you ever wanted to know and more (!) about anything and anybody. Customers could do it 24/7/365. Customers were in control of the buying process. Blogs take that to another level.

Smart companies quickly learned that by incorporating online strategies they could extend their reach and awareness and often do it better..faster..cheaper, and with added value to their customers. A huge benefit is that internet-based tactics are accountable… you can track metrics and change direction in hours or days vs. weeks or months.

I’m betting that like me, many of your smart readers - women and men - are chocolate lovers. Take a quick look at Godiva Chocolatier’s website. It’s a best practice example of how to take an offline brand online. The site includes lots of “value-added content such as a gift reminder, address book, customer service online chat and much more. The look and feel reflects the elegance of the brand. It reminds me of a delicious box of gourmet chocolates. (sounds female-friendly to Jane.)

However, with all the choices that marketers now have to promote brands, it becomes more critical to develop a strategic plan. In addition to setting goals and objectives, a plan helps determine and monitor resources … dollars, people and time. That’s very important no matter the size of your business.

Lip-sticking: We particularly enjoy your blog's subtitle: An approach to marketing that's fun, bold and savvy…but always strategically aligned with your brand's objective-- so tell us what a 'brand objective' is, besides just getting folks to buy your stuff. For instance, at a luncheon the other day, a local ad agency talked about branding and showed off some of their work-- it was impressive, but...their fancy ads were far too costly for us, and other small businesses. Which left us wondering, should small businesses even think about branding, or worry about a "brand objective"?

Toby: Let’s first define branding. From my perspective, branding is the promise you make to your customers wrapped in a style. The “brand objective” is a way to focus and achieve that goal or style.

So is it fancy ads and a high priced logo? Could be-- if your brand objective is to create an uptown image. It could also be a brown bag and a crayon drawn icon if your brand style is down home and casual.

The Ritz is a wonderful example. Yes, I realize the Ritz is far from a small business, however, their brand promise is easy to see. The brand promise is “we are ladies and gentlemen serving ladies and gentlemen.” From the moment you walk through the doors you are treated with old world graciousness. Every customer interaction reflects that style.

The secret is consistency within all customer touch points. In these terms, branding can be a powerful competitive advantage that helps small businesses establish and reinforce credibility, as well as, create a memorable impression.

Lip-sticking:  From your perspective, what's a good price to put on a new marketing campaign, when money is tight? Better yet, can you offer some low-cost, even FREE ideas for our readers?

Toby: Sure. A marketer’s answer to, “what is a good price?” is - it depends. <laugh> Seriously, it does depends on your goals and objects. For a small business owner it also depends on people and time resources. Keep in mind that any strategy, even a free strategy isn’t worth the paper it’s written on if it can’t be implemented.

Diva Marketing Tips for Lip-sticking Readers

Before you begin to create a strategy you should be able to answer these questions.
1. Know your product or service. Can you describe what you offer in one or two sentences?
2. Understand your customers. Who are they? How does your product/service help them solve a problem or make their lives better?

Now you can begin to create strategies to promote your business!

Public relations should be part of every marketer’s toolkit. Great way to promote your business through third party endorsements. Here’s a three-phase integrated Free Strategy (or almost free…remember all strategies cost in resources)

  1. Understand the media’s/publication’s focus and audience before you “pitch.”
-Traditional: send a media release to local (smaller) newspapers and trade organizations.
-Non traditional: build relationships with bloggers in your niche, once established ask for a review or mention of your product.
-Use the mentions in proposals, send them to clients and prospects.

2. Write a series of “tip articles.”
Examples:  An accountant could write - 10 Tips That Save Time & Money When You Meet With Your CPA. Or how about this one for a nail salon? 10 Tips To Help Your Manicure Last Longer.

Offer the articles free to the media/blogs/publications that you sent your press releases. In addition to providing value-add content for their audiences you reinforce your positioning as a leader in your field.

Remember what your mom taught you. Send a thank you note to the people who mentioned your business or used your articles. Not only will they appreciate your professionalism but chances are you’ll stand out from the crowd vying for their attention.

3. You now have some great articles that you can distribute to new prospects and send to clients. Great way to keep you top-of-mind.

Lip-sticking: WOW! That's a bonus, dear readers. Now, back to the interview; when you're not busy blogging, or traveling, rubbing shoulders with all the A list folks (we read about that on your blog-- you're quite a star!), what do you do for fun? Do you, perhaps, shop online? For--exotic foods? For-- jewelry? For-- shoes? What's your weakness when it comes to shopping?

Toby: <Blush.> I’ve been very fortunate to have met some of the nicest people in our blogging world. Yvonne, you’re definitely one of the super stars of the blogosphere. (aw, go on! no, no...we mean it...go on, and on, and on...oops, we forgot, this is YOUR interview!)

Okay… let’s have some fun and dish a little! As a once upon at time theatre major, I love the arts! In Atlanta, we’re lucky to a great regional theatre and some creative off Broadway type “little theatres.” I work with the Alliance Theatre as a teaching artist which is one the best ways to keep the child within alive. Great for bursts of creativity and it’s just plain fun. Although I’m not a “foodie” I enjoy cooking, entertaining friends and learning about (and drinking!) wine. A lot of my non-business readings are cookbooks and food magazines and women detective novels too. Great way to relax! And then there’s my loved but neglected little rose garden.

I’ll let you in on a little secret, I do love to shop but I don’t do much online shopping. I like to touch and feel things before pulling out the plastic. I was one of those little girls whose moms were always saying “don’t touch.” Even buying books, I prefer the experience of wandering the aisles and flipping the pages. I do find online shopping convenient for out-of-state gifting.

Lip-sticking: Last week we read a fantastic quote on the wall at The Women's Center at Canisius College (Buffalo, NY) when we were there-- "A woman is like a tea bag. You never know how strong she is until she gets in hot water." Eleanor Roosevelt said that-- we know you like quotes-- do you agree with that one?

Toby: What a hoot! You never know where you’ll find inspiration. For men and women both, life’s challenges present opportunities that test our inner resources. When tragedy strikes even people that you thought were flakes can surprise you. It’s a wonderful quote and the touch of humor makes it even more memorable.

Lip-sticking: Give us a quote-- a Toby quote-- some insight into how Toby looks at the growing women's market, and the power of the purse. We know you have one buried deep inside...

Toby: Okay, how about - The mystery to opening the purse strings of the women’s market is embarrassingly simple. Ask. Listen. Hear. Respond.

Thanks, Yvonne. It’s been great fun! Now do we drink some green beer for St. Paddy’s Day?

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The green beer is on us, dear readers. Close your eyes, dream of exotic climes, take a left at the first palm tree, listen for sounds of laughter...and you're there. Toby and Jane will greet you with pitchers and pastries.

Now, what's not to like about that?