Category Archives: Trend: DIYism

Trend: DIYism

Self-empowerment(!) creating a markedly different sense of control; an attraction to that which is experiential (and valuing the experience); creativity, renewed; the anti-immediate gratification movement

The New Failure

I’ve never had much of a green thumb, but I come from a stable of accomplished gardeners — on both sides. I guess eventually it just catches you. I finally caught the gardening bug at our first house about 10 years ago.

The house was a traditional, tiny downtown starter home owned at one point by someone who was quite a gardener. In the time between her and when John purchased the home, the yard and plantings overgrew. Beneath all the tangles and years of neglect, all that beauty was still there, waiting to be rediscovered.

Area by area, we hacked out the clingy vines and cut the wild weedy trees. We pulled out years of thick English ivy. One by one I learned what lived there and how it needed to be cared for. By the time we moved a few years later, I handed the new owner a thick manual of plant placement diagrams, pruning instructions and details of improvements we’d made. It was no Biltmore Estate by any means, but I think we managed to recapture some of the yard’s original beauty. While the new homeowner managed to destroy most of that work within a year, my green education stuck.

My green thumb had finally taken root.

Three years ago, I decided to graduate from a mildly successful jalapeno plant grower to a full-blown raised bed gardener. My neighbor, who is an accomplished gardener, cheered me through all my fears and insecurities and shared more know-how than a pile of books. I still remember the excitement of seeing tiny starts of romaine lettuce and thinking ‘I could grow lettuce at home!’ I wasn’t thinking at all about the superior taste of homegrown veggies nor was I thinking I’d get much more than a salad or two. I ended up getting weeks and weeks of crisp lettuce that made store-bought lettuce taste like sawdust. So now I am completely spoiled.

My first garden did fine for a complete amateur. My second spring garden did much better, which led to a summer and winter garden that year, too. Now in my third year of gardening, it’s safe to say I am always growing something.

All my life I’d thought my parents had some classical training. How were they able to amble through a yard and identify almost everything? How did they know where to cut, when to plant and if something was dead or dormant?

It turns out, there’s no big secret to cultivating a yard or a garden. You just stick your hands in the dirt and give it your best shot.

I think we’ve been afraid to do things ourselves for too long. What if I fail? What if it doesn’t work? I don’t know how to do that. But these days, fear is giving way to something better, something brighter.

Consumers of the new economy have a rekindled sense of DIY. They are seekers, and learners. They collaborate, cultivate and share. It may be something as simple as learning to garden or joining forces with a friend to form a new company. There’s an exciting fearlessness that’s refreshing after the drought of a recession.

Consider the explosive growth of the digital scrapbooking site, Pinterest. While primarily used by young women, it’s growing by never-before seen leaps and bounds. It’s even managed to sneak its way up in usage right behind Tumblr and Facebook.

The new reality is that nothing is out of reach in the minds of today’s consumers. Trying and faltering is no longer a failure. It’s how we learn.

Being afraid to try is the new failure.

Goodwill for Goodwill. And There’s a Prize!

from chair spindles to gorgeous tree ornaments

We couldn’t be happier about this one if we tried. Working with Goodwill Industries of the Upstate/Midlands SC is a dream assignment—powerful mission, great people, interesting projects.

A wonderful bonus of the work we’ve done for Goodwill is the friendships we’ve developed along the way. Good Life blogger Kendra Ardis, for instance.

We first met Kendra when she responded to our Craig’s List ad looking for The Perfect Person to help us develop and launch our first lifestyle blog, The Good Life. The blog centers around the definition of thrift we love the most, from Wikipedia:

the recycling of formerly-owned items, finding new use and new love for vintage material goods which had been thrown out, and the thrill of imagining what the former life of the item was like

A thrifter from way back, Kendra is the Perfect Person to write The Good Life.

wouldn't these look swell on your tree?

As a bonus, Kendra and The Good Life brought to us another artist who takes thrift to a new level, Barb Blair of Knack Studios. In a guest post on The Good Life, Barb transforms these old chair spindles into the most incredible Christmas Tree ornaments around. What’s more, she’s allowing The Good Life to give them away a set of 12 in a contest on the blog’s Facebook page as a way to bring more people who love the art of thrift to the blog.

(To enter to win these ornaments, just click on this link. Deadline is midnight tonight.

Maybe it’s just the traditional feeling of goodwill (pardon me) the holiday season brings, but we’re feeling grateful for so many things that came to Riggs Partners wrapped in the Year 2011—not the least of which is a wonderful new client and all the relationships therewith. We are truly grateful.

Discovering the perfect brand experience, freewheeling through Etsy

I’ve always longed to take a freewheeling road trip. You know, the kind of journey where you head out, no real destination in mind, no particular route to follow. You just go, following the option that looks most interesting at the moment.

Where would it lead, I wonder? Where would I end up?

I made that journey last week, albeit vicariously. Sitting right on my sofa, right in my pretty little keeping room, I jumped into a blog I love, saw something interesting, clicked on a link, which lead to a link, which lead to a link, which lead to a link, and before I knew it, I was joyfully lost amidst the wild DIY wonderland that is Etsy.

There were beautiful treasures everywhere I clicked. Such creativity. Such originality. Such inspiration. I wandered. And then I landed at Jaros Designs. Every pretty offering spoke to me.

my heart's desire

I wanted that pair of Vintage Valentine Red Freshwater Pearl and Antique Brass Drop Earrings! And the Mixed Metal Petal hoops. And that sweet, pretty Ocean Droplet Pearl Seafoam Necklace. I needed them. They needed me! And so I ordered, and just two days later, the little box of boxes arrived on my doorstep. I tore into it.

The joy of a simple blue bow. There they were—a collection of pretty little chocolate brown jewelry boxes, each with simple, gorgeous, happy blue bows. And suddenly my shopping spree (oh, the guilt!) became a wonderful indulgence (presents for me!)

Inside, the pretty treasures were wonderfully cocooned within fold after fold of tissue paper, secured with yet another pretty bow. Analisa Jaros had included a handwritten note, thanking me for my purchase. “That’s the difference in handmade,” I thought. “There’s a human being on the other end of this purchase.”

the complete package

Minding the details. The package from Jaros Designs made me think about the power of an exceptional brand experience. I landed rather randomly on Analisa Jaros’ Etsy shop, but in the midst of my freewheeling click click click excursion, something about her merchandise, and its mouthwatering photographic presentation, made me stop. And stay. And buy, even though that night’s cyberspace journey was begun with no conscious intention to shop. Analisa’s personal touch and attention to the tiniest details brought her Etsy “handcrafted jewelry” brand promise home to me, full circle. I loved buying from an artist who included a personal note and with whom I have now had several pleasant email exchanges.

That, I believe, is a brand experience done right—well defined, differentiating, consistent, relational, and intentional. Nicely done, Jaros Designs.

Marketing Trends: Cracking the DIY Code

In this changed economy, DIY culture is king. Let me introduce you to the new consumers (and they can be intimidating): they’re ready to reupholster a great Craigslist chair, bake sixty homemade pies for their wedding, or use online home rental services to play travel agent. They’re also deliberately choosing to support other DIY friendly ventures—shopping Etsy for handcrafted Christmas gifts or spending more to eat at locally-sourced and operated restaurants.

Ok, you’re thinking, I get it.  But unless you’re Home Depot or an Etsy extraordinaire, you’re probably wondering: what does this mean for my marketing strategy? If you crack the DIY code, the answer is simple. Three words: do it yourself. Emphasis on the last word. The DIY movement is all about you, which, for consumers, translates to “all about me.”

Here’s a simple fact: everyone wants to be unique. In a world where we are all constantly sharing with each other, consumers are in search of individual experiences. This quest can be reduced to three basic elements: experience, creativity, and control.

The “experience” is equally, if not more, important than the product itself. When the Recession hit, values shifted and sent consumers seeking authenticity. The economy might have motivated people to roll up their sleeves and redecorate their own house instead of hiring a decorator—but the experience of painting their own kitchen together late into the night is what will convince them to tackle their landscaping next spring.

Think about the experiences you are providing or creating:

  • Are they authentic?
  • Are they engaging?
  • Are they an integral component of your product/service/cause?

People don’t just want to be authentic—they want to stand out.  Global marketing and social networking means that we’re all becoming a little more homogeneous. A significant part of the DIY appeal is the simple fact that no two products or endeavors are alike. Ultimately, people want to identify with causes or companies that strengthen their identity as an “individual.”

How are you allowing your customers to express their individuality?

  • Keep in mind that consumption itself can be a creative act.

Consumers who have been empowered by DIYism expect a certain amount of control. Their new consciousness of their own capabilities and creativity heightens their sense of authority in interactions with companies and products.

Are there opportunities for customers to engineer or “craft” their experience with you?

  • Do your customers have choices? A place to speak up?
  • Does their input actually impact the final outcome?

Include your customers in the dialogue, but recognize that when you talk to the new economy consumer, you have to speak his language. Consumers are smart, empowered, and creative, and if they are not satisfied with your efforts, they’ll just do it themselves.

–Kathryn White

The Power of Control

Third in a series analyzing seven new economy trends

A recent article in MONEY magazine says it all: It’s finally sinking in: No one is looking out for you but you.

It’s true. Self-security is the new entitlement, the article states, because we don’t trust anybody anymore. We’ve been flat-out misled by accountants, regulators, rating agencies, stock analysts, mutual funds, hedge funds, mortgage brokers, banks, and CEOs, it says. So much so that in a recent MONEY poll, half of the respondents said they don’t trust financial advisors.

I find that to be a startling statistic, and if you’re the marketing director of a financial institution, it’s one you should carefully consider. This is a pivotal time in the life of your brand as the health of your relationship with half of your customers is at risk. It’s also a time of unprecedented opportunity, since the same is true for your competitors.

Let’s consider “no one is looking out for me but me” for what it really is in marketing terms: a powerful consumer insight that speaks to a basic human need. How can you meet that need? An obvious path is to demonstrate that your company/service is looking out for the best interest of your customer. (This is a SHOW, not a TELL.) But here’s another direction that might be more relevant in this new economy:

Do what you can to give your customer a sense of control.

Give your customer a choice. By exercising choice, your customer will feel a sense of control over their environment. But be careful not to overwhelm. Two options can be plenty.
Let your customer talk. Open the door to two-way conversation, be it in-branch (or in-store), via telephone or online. Ask, and your customers will not only tell you what they need, they will feel relieved and more confident.
Give your customer something to do. Nothing replaces a sense of vulnerability faster than taking action. What if you offered a free seminar on local vacation planning? Budget conscious meal options? Online selling? (Note I’m not talking about traditional financial management topics, although they are an obvious option.)

Basic tenets of human behavior apply here. Give your customers a sense a certainty, as best you can, and they will repay you with their loyalty.

Up Next: The Power of Humanity