2012: Ready, Set, Wait ... Not So Fast!

January 1, 2012... The year is fresh and so is my resolve. However, this time around I'm going to take baby steps. Who knows, maybe I'll actually get there! (Historically I start out the year all fired up with good intentions, but burn out the engines before I even make it past Spring.)

So, here's hoping this year's journey is packed with all the right things -- good intentions, focus, dedication, and follow-through, with just the right amount of enjoyment to provide a smooth, steady trip.

Cheers!

Social Marketing - My Current Day Pac-Man Game?

Okay, I'm probably going to be dating myself a bit here, but back in the day, I spent many an hour playing Pac-Man — you know, those multi-colored arcade video game creatures you navigate through a maze, eating up all the little dots along the way, with the hope of moving on to the next stage.   Well, these days, I'm once again trying to navigate my way through a maze, except this time, it's not a game, it's serious business, and the little dots that are being eaten ... well, those are minutes and hours that have been disappearing from my day as I work to increase sales through social marketing.

Thankfully, with time and effort comes reward.  Sales have been good and actually even seem to be picking up.  So, imagine my surprise when I discovered that it may not be my new game plan after all that was advancing me to the next stage, but instead just good old dedication to the cause.

Wait....  What did she say???

Yes, checking the analytic reports for my online shops, I found that only 10% of my traffic was being referred through various links and other outside sources, social marketing included.  Those familiar with and coming directly to my site made up 9% of the traffic, while the majority of traffic (81%) was still coming from pure organic searches.  Hmmm... 

Checking the ecommerce overview on my own website (a Google analytics feature that tells me the source of each sale), I again found that organic searches were providing the bulk of sales, with one entry reflecting that the buyer came directly to my site.

Now ever curious, I decided to extend my social reach and just get downright nosy with a couple of Internet neighbors, both of whom sell comparable items in competitive fashion (quality content and in-line pricing).  I found that not only is Facebook falling flat on its face for the friend taking the social marketing route, the other — who is more old school, with no interest in Facebook or any of the vintage hangouts — has been having even greater success with her sales.  Again, I thought Hmmm...

The more I've thought, the more I've come to speculate that maybe, just maybe, at least in the world of antiques and collectibles, none of this should be a great surprise.  Not sure you agree?  Let's experiment. 

For those of you on Facebook, pick your most favorite thing to treat yourself with — maybe it's jewelry, maybe it's art glass, vintage clothing, or coins.  Now pick a particular brand name, item, maybe even color, and then search for it... on Facebook.  Are you at a loss for which one to choose from or are you simply at a loss in your search? If your buying habits are anything like mine, I imagine it's the latter.

Yes, we've all come to know, love, and appreciate the fact that the Internet can provide instant gratification — a good thing, since most days disappear like the dots in the maze.  If there's something we want, we go to the most likely source — the bigger, the better — and then we look.  Most times, it's mission accomplished.

Now don't get me wrong.  I'm not being a social marketing naysayer. I do believe there is definite value in creating awareness of a site, or sale, or special promotion.  But I tend to think that instead of link after link and "Like" after "Like," it might just make more sense to try to increase traffic through inviting, engaging means that have more of a personal and personable feel.

Maybe there are a few aspects I'm overlooking, and then again, maybe I've given some of my readers some food for thought.  I'd certainly love to hear some of your thoughts on the social marketing maze, as well as buyers' search and shopping practices.

Being a Steward of the Past

As an online seller of antiques and collectibles, I frequently find myself needing to hunt down information on my newest old treasure.  Take, for instance, this boxed set of pastel-colored glass snack sets.

Thankfully the set was still in its original box marked "It's A Dilly," and clearly identified the maker as the Gailstyn Company, based in New York --  just enough information for me to search further and get a sense of age.  But what would I have done if I didn't have the box?  Few, if any, of my friends are familiar with this pattern or company, and none of the books in my library have a section devoted to the Gailstyn Company.  Having and preserving this type of information can sometimes be invaluable.

Of course, preserving information solves only part of the dilemma; knowing what you're looking for and actually being able to find it is an altogether different story.

Now that I know the name of both the set and the maker, I find myself wondering how to best preserve and share that information with the next individual who is not so fortunate to have the box. 

Have you discovered any information cubbyholes on the internet that proved to be priceless?  I'd love to hear any thoughts or suggestions you might have on being a better steward of information from the past.

Well, What Do You Know…

Ahhh, finally, we were getting out of town for a long weekend to visit family.  Even better was the fact that this time I was going to be a passenger, which meant I could gather up a stack of books to flip through and learn from along the way.  With so many to choose from, I decided to include my book on British Glass from the 1800s, a perfect one to share with my aunt who still, after all these years, could inspire a smile with just her British accent. 

A Profile on Memories

I must admit, it caught me totally off guard. While checking for upcoming events, there it was, the Facebook notice reminder that Jacqie’s birthday was just around the corner. Except this year, Jacqie wouldn’t be celebrating her birthday; the cancer finally made sure of that. But as I looked at her profile photo, I couldn’t help but smile and send her a hug through the air waves. Although she was now gone, she certainly was not forgotten.

The Art Of Minding My Own Business

I’ve managed to do it again. A day that started with good intentions of getting a number of things accomplished is fast transitioning to an evening of scratching my head, wondering just where the time actually went. I did get a few things photographed and a bit of research started, but as for shop listings… well, I don’t yet have anything to show for my efforts. Thankfully, there is still time left in the day and coffee left in the pot. Now, if I could just find my focus.

Yes, somewhere along the way today, I (again) became slightly distracted, checking out the flood of friends’ Facebook posts of their own and others’ shop additions, with a peek at the upcoming local auctions to make sure I don’t miss any treasures.

One of these days, I’ll get it right, start to finish, and actually perfect the art of minding my own business…

The Magic of the Green Velvet Case

A cigar-shaped green velvet case, worn with years and thread bare at the edges, sat closed amidst a group of old dusty bottles, a lusterless arrangement from days gone by. My initial response was a quizzical frown, fearing that the morning’s trip may have been a wasted one. But, conditioned by the antique trader’s creed of leaving no box unopened, I reached for the case and gently pressed the front lever as I carefully lifted the lid.

And the Facebook Oscar for Best Performance goes to…

"You like me, you really like me!"

Social media marketing, just like our ability to accurately remember things, can sometimes be a bit unreliable. If you’re like me, you may have thought the opening “you like me” phrase was what Sally Field said to the viewers and fans back in 1985. It wasn’t. Instead, she exclaimed, “You like me, right now, you like me!" which, you will note, subtly hints at the fickle nature of fans – a near-universal truth, regardless of the platform from which it is proclaimed.

New USPS Priority Shipping Rates -- Thinking Outside the Box

For those who ship primarily through the U.S. postal service, we now all know that the postal rates have (unfortunately) gone up once again, with this increase affecting only those items shipped priority mail.   One thing the thrifty shipper (or shopper) may not know is that parcel post may not always be the most cost effective way to go.  

Online Discussion Groups … Priceless

It’s a big event and the room is full. Wall to wall, elbow to elbow, so many people engaging in so much chatter, and there you are … no invitation and the sudden realization that you might just be in way over your head. Party? No-o-o-o... You have just entered the world of online sales.

When The Cost Of Shipping Weighs Us Down

I often find that people don't realize many of the behind-the-scenes considerations of this business, and I suppose it only makes sense -- I mean, do we generally know or understand how to successfully operate our neighbor's business? Ummmm, nope, can't say that I do.

One of the things in my own business that I often struggle with is the idea of selling over-sized items. Not only do I have the challenge of allocating and managing storage space, sometimes the biggest elephant in the room is shipping. Well, actually the cost of shipping. And I realize that, from a buyer's perspective, once you factor everything in and look at the bottom line,

The Story of Golda’s Locks and the Three Buyers

Once upon a time there was a young girl named Golda who collected antique locks.   As she grew older, Golda found she had more locks than she could ever hope to manage, so she decided to set up shop and hang out her shingle, offering her locks to the world.

Realizing much of her collection was alike, Golda decided her “extra” locks would be the perfect place to start.   With visions of that first and many sales, Golda excitedly arranged her front window display with two dozen extras, in rows and rows of colors and size alike. 

Days turned into weeks and many people passed, some slowing to take a peek, but still none stopped to venture in.

Finally, one day a young man opened the door and came inside, quickly scanning the locks in the front window as well as the few others in Golda’s display.

“Can I help you find anything?” Golda asked.