Now Where do I Find the Customers?

I've been a bit quiet with this blog the last week. Some maybe betting I've given up already but I haven't. I've just been busy launching a new product.

The Antiques Day Trips is open for business. It is the next phase in the life of my company Wilson Picks and brings together a couple of my passions in one go - travel & 'vintage'. It was staring me in the face but it took me awhile to figure it out. I have now and the big uphill journey starts. Just how do we find the customers? Where are those antiques lovers?

Wilson Picks is now almost 2 years old. I really do love our eclectic collection of pre-loved china, glass, furniture and fabric items. The reality though is they just doesn't make enough money. It is back-breaking work setting up stalls, carrying boxes of china (inevitably you will break some each time) and then packing away for the next event or fair. Vintage items sell slowly online. They are mostly one-offs and are a subjective buy often triggered by already owning a pattern or just wanting that specific shape or colour. And they are a tactile sale. Customers want to touch, look over and stare for a few minutes before making the purchase. You obviously can't do that online.

We don't want to give it all up though - we just needed a different angle. So along comes our mate Tom Keane of Chiswick Auctions and television auction expert whose been playing a bit of a guardian angel over us and voila, an idea is hatched. Tom bought the fantastic The Swan in Tetsworth last year - 40-rooms known as Britain's best Antique Centre (with a claim to fame of having had Queen Victoria stay overnight within its 500-year old walls). It all made sense all of a sudden. We love antiques, we love travel, we love good food (the restaurant is fab), we love all those tv experts from the various Antiques Shows - so why not combine them all together and give people a day trip to remember. 

It never fails each fair we do, someone asks where we find our china and other items so we know people are keenly interested in learning more. Although many won't acknowledge it, Bargain Hunt is one of the most popular daytime tv shows. Then there is Cash in the Attic, Flog It and Antiques Road Show and Antiques Road Trip and the list goes on.  So many are hooked and so many are desperate to find that one special treasure which turns out to be worth a fortune. This trip is for all those people.

So where do you start marketing and promoting? We admittedly have a limited budget. Facebook, Twitter and blogging is where I've started (after the website of course). I need to work those channels hard. As it is meant to be one of my expertise, I've got to grow those quality followers and quickly. The blogging has also started in earnest and like this blog, it needs persistence. We also need to find other bloggers to do some shouting too. A simple brochure is being designed which we'll get out to hotels and other relevant spots where our potential customers may be. Instagram and Pinterest are on the list to do soon.

A lot of what needs doing is just good, old fashioned hard graft. We need to pick up the phone, send emails, send letters and direct mail and generally spread the word.  The world moves quickly now but I still believe some of the old ways are still the best ways. I'm determined to get these trips booked up. Wish me luck. Will be updating on progress as we go. How exciting!

Starting Over Again – I Can Try

15 January 2015

I’m getting back on to the original topic of this blog which is to chronicle my year of change ahead. Big clue is in the title ’56 years to change’ (yes I’m admitting my age – brave no?) Can’t avoid getting older but do I have to act that way?

Sometimes it takes a while to figure out what really makes you happy. In my case, it has taken a very long while. Life over the last years has gotten in the way of clear thinking about me – things such as family illnesses, some very bad business decisions and perhaps just going down a wrong path which at the time seemed to make sense. Over the holidays with lots of time to think, it suddenly dawned on me what I didn’t want to do and then with a bit more time started to figure out what I did want to do.

Change for lots of people can be a very scary thing.  But change when you’re older adds an extra layer of fear. The reality of changing your work or business at my age is the odds are stacked against me.  It is a young world out there and keeping up with all the latest trends, digital channels and, frankly, the time-commitment makes it a tough task. If you take the example of a job opening, say Manager of a Retail Shop, and there was one 30 year old with 5 years’ experience and one 55 year old with 30 years’ experience, I would bet good money the 30 year old would get it 90% of the time. Even taking into account all that experience and the potentially better work ethic and loyal attitude on the side of the older candidate, the younger-aged person wins it more times than not.

So I’m going to try my best to buck the standard on this one. Had a great meeting today to discuss moving forward with a number of new ventures and ideas. From my new Antiques Days Trips and new product line for Wilson Picks to getting into property and joint ventures with new business partners, I feel truly optimistic. There will be ups and downs and some of life’s issues haven’t gone away but I really feel like I can make the change and make a difference in 2015, my 57^th year.

One last thought. It was pointed out to me today that I use the expression ‘no spring chicken’ a lot. I apparently said it today and wasn’t even conscious of it. So one more resolution to add to the pile. Stop saying that Jeannie!

May Not Look Like It But I Am Thinking About Business

04 January 2015

I had a really nice day today. My niece and her husband came over for a visit with my great niece and great nephew. We had a lovely time and the kids are gorgeous (okay slightly prejudice but I do think so). They make the house so lively with their laughter and fun. My mom is still buzzing from their visit.

So you ask what does that have to do with my goals and future business prospects? Well specifically not a lot but good laughter and having your nearest and dearest around making you feel good and that means you are relaxed and enjoying life. And that is so important for the work-life balance.

I ran the Antique Day Trip idea past my niece and her husband and they thought it sounded really interesting. So far the reaction about these trips has been extremely positive. I really do think this has a lot of legs and the reality is, it will all be down to the marketing and spreading the word to enable the success. Well what I mean is it has all the signs of being something people really will want to do – it is just a matter of letting people know it exists.

That marketing challenge scares me and it will show whether all my years of experience will pay off for my own venture. But I need that sort of challenge. I need to be able to use Social Media, SEO, networking and PR cost-effectively and efficiently. I’m just waiting for the first draft of the website (hope any day) and also need to get the booking process set-up. My goal is to launch by the 15^th of January latest but sooner if at all possible. Where there is a will…

This week is the first full week of work for the New Year. I would think most will be back at their desks at some point this week. I have one more week in New York helping out with things for my recovering mom but I am working as much as I can being 5 hours behind (getting up at 5am doesn’t phase me). I suspect a number of clients will be in touch this week raring to go with marketing projects. I look forward to that. The more, the better for me. I thrive on being busy. It is when I am too idle or unchallenged that I think too deeply in the wrong direction. Must stay focused.

So business 2015 starts now. I so want a good year!

Still Here and Still Determined

02 January 2015

So now I am out there. Just sorted out my new blog site http://56yearstochange.blogspot.com/ (which of course if you are here then you know). Decided to go with Blogspot after going through the possibilities. Blogspot is Google so thought why not try and leverage the power. Reminds me I must get to grips with Google+.

Now that I’ve set my resolutions I need to start getting my rear in gear. The UK Driver’s License I will sort  once I get back to the UK. Will maybe book a long weekend away in Wales or Cornwall where you can drive pretty much non-stop and then take your test. The blog resolution day 2 is happening as I type. Good girl – don’t give up yet.

On to business now. How to move forward. Well I started the process last year. First thing was selling my flat and putting the money aside for safe keeping to contemplate what I wanted to do. Then I found Kevin Whelan & Gill Alton who are my ‘money eyes & ears’. With experience in more than just pensions and the stock market, I hope to get the money working wisely in investments in property & business too. I have a meeting in the diary on the 15^th of January with Kevin & Gill when the real work starts with that – very exciting.

I also have some interesting plans for Wilson Picks, my ‘vintage china’ business. After a year of working very hard selling our gorgeous wares, Lesley & I realised it just wasn’t a good enough business. We love it but it is hard to make money and the back-breaking work travelling from fair to fair is exhausting. But we aren’t giving up Wilson Picks – love our brand too much. We are going to spin it out in a number of ways.

Firstly, we’re going to take some cabinets in Antique shops including the fabulous The Swan in Tetsworth Oxfordshire to sell our stock. Then we’re going to investigate a new product to sell including developing something ourselves (got something in mind but won’t divulge just yet). Finally and most exciting is the launch of our new Antique Day Trips. That’s coming in April and hope to launch the website in the next 2 weeks (a few weeks later than hoped but still fairly quick). If you love Bargain Hunt, Cash in the Attic, Antique Road Show and all those fun television shows, then you’ll love these tours. We’ve got some of the best tv experts working with us on these trips (with much thanks to the fabulous Tom Keane). Been fun developing – now the hard part to get the word out there.

Still I have lovely customers for my marketing consultancy and look forward to doing more with them this year. I want to be clear about what I offer any new Marketing clients so that it works for both of us. I know my experience is valuable but providing the best for my clients and enjoying what I do is key.  That is definitely a big work in progress.

So I guess I am off to a pretty good start with much potential (some I haven’t even gone into). Much work to do and still much to think about. But I think it is fair to say I’m on my way.