Liar, Liar, Pants on Fire!

When you live with daughters everything is a crisis. I can be happily washing the dishes at the sink downstairs, humming along, enjoying the serenity of the moment when BAM!!! - screeching, ear piercing shrills from the bathroom up the stairs, “Mom Help! Help! There is no shampoo!” Needless to say, parents have crisis management down to a science.

When organizations fall into crisis, the parent becomes what is professionally refered to as "the crisis manager". According to news columist, Larry Woodard at http://www.abcnews.com/, crisis mangement has become advertising, marketing and public relation's youngest sibling and crisis managers are needed in today's dense media world.

Public relations experts like to use “wiggle” words when addressing a crisis, verbiage such as: usually, often, it looks like, it appears to be, prefer to, I did not have sex with that woman, etc. Like the ogre in the famed fable, Jack in the Beanstalk, who utters “fee-fi-fo-fum, I smell the blood of an Englishman”, the media can ferret out a story in a minute, so words are important. And according to Robert Andrews, former assistant director for public relations at Johnson & Johnson during their famed faux pa, today’s media, thanks in part to social media, often knows about an unfolding crisis well before corporate executives do. Therefore, it is imperative that corporations have a crisis management plan in place well ahead of the game.
 
I can only guess how my beloved Nordstrom’s would handle a crisis. What happens when Louboutin stops making shoes, I shudder to think? Of course this means I am going to have to go to http://shop.nordstrom.com/ to research this assignment. This is hilarious; I can now tell my husband that I need to go to Nordstrom for research, hee, hee.

Leave it to Nordstrom not to disappoint me. The main page has a tab called, Investor Relations, http://phx.corporate-ir.net/phoenix.zhtml?c=93295&p=irol-irhome , one click and there is the strategy to outreach to investors, “E-mail Alerts”. All anyone has to do is enter one’s email address and they will receive “Nordstrom News” such as proxy statements, financial and news alerts. Click and there is SEC filing news, the governance of publically traded stocks, which is automatically sent out. The SEC archive has access to everything SEC related since Nordstrom went public. By the way, Nordstrom stock traded up today by 4.02%.

Our text book, Digital Strategies for Powerful Corporate Communications by Paul Argenti, states that one’s corporate website is an effective means for communication with stakeholders during a crisis. 71% of the participants in the 2008 PR Week/Burson-Marsteller CEO Survey believed that a company’s website is the most effective means for a company to communicate with consumers in a crisis. Nordstrom has that box checked and I would not have an augmentation to a "nordie" plan, they may vote me off the island and an email alert is a viable means to communicate in a crisis.

Here is my version of crisis management do’s and don’ts. First and foremost tell me the truth. I truly believe the truth is the right answer in a crisis – not too much but not too little. If you are not going to ever put my precious Louboutins on sale – just tell me. This way I can start saving. Don’t dottle. It is important to respond quickly. Don’t forget me. The customer, stakeholder and/or victim should never be ignored or blamed. I don’t hear you. Get your head out of the sand and do not ignore negative issues. And if all else fails – read how Johnson & Johnson handled its Tylenol crisis over two decades ago. And most important, don’t wear pants and there will be nothing to catch on fire – just wear those fire engine red Louboutins.

Do you have an Innie or an Outie?

After years of watching black and white movies depicting corporate moguls banging on their desks demanding that their employees “tow the line”, I have a preconceived notion of the corporate message. As I walk the streets of Manhattan, I often look up and imagine a secret group of spin masters hiding in a corprorate bunker on the top floor conspiring how to integrate their message across the internal sound systems embedded in the showrooms below - sell, sell, sell…

At this point it is rather clear that Nordstrom is obsessed with customer service but the question is how Nordstrom’s translates this corporate agenda to its employees without demeaning their role in the cause. In reading Chapter five in our textbook, Digital Strategies for Powerful Corporate Communications by Paul Argenti, today’s corporations must open the lines of communication between one’s employees and employers – the top-down approach is a dinosaur of the past, no longer in black and white.

According to Matt Gonring, a consultant with Gagen MacDonald, “corporate communications is a dynamic two-way process that is recognized by senior management.” Nordstrom ran into snag in 1990 when it was discovered that employees were not treated at the same level as their precious customers and were often underpaid and overworked – quickly the new generation of Nordstrom management rewrote the culture to a more two-way personal line of communication and a power-sharing agreement was established. Management handed out their email addresses and cell numbers hoping to incubate the one-company philosophy – all for one and one for all.

Nordstrom’s has two official blogs, http://blogs.nordstrom.com/ titled The Thread and NYFW. Both are written to the customer for the customer. In fact, I was side tracked in getting on task with my homework by today’s blog – “Gifts for him under $100 dollars”. Forty five minutes later, back on track, after finding the perfect gift for my nephew I found www.glassdoor.com, a free career website which allows employees to anonymously write about their employers. Nordstrom features 695 postings and an overall rating of “satisfactory.” Unlike the “7 Tips for Employee bloggers” listed in our textbook, these posting seem to be a free for all and really anyone can say they are an employee. These websites stage a platform for a small a flock of Macy mice, Sak’s snakes and Neiman Marcus gnats all chirping against my beloved Nordies, appalling!!!

Blogs written by actual Nordstrom employees for their customers would be fun to read. Maybe saying why they enjoy providing such high-end customer service. Maybe some fun stories about their different customers and their craziest requests. Nordstrom’s spotlights its employees on their corporate web site pages but 99% of what corporate is putting out there regarding its employees is related to community service, environmental citizenship and human rights. An internal blog, which may exist on an intranet, spotlighting employee’s customer service challenges and achievements would be inspiring. According to Mike Wing, vice president of worldwide intranet strategy and programs for IBM “corporate interaction is neither top-down, nor bottom-up; it’s horizontal”. The blog should be written by all levels of the corporation from their perspectives – the trick is to make sure that it doesn’t become a complaint box.

Nordstrom does not have one stand out spokesperson. The Nordstrom men, those Nordic hunks, seem to be the face of the company although they live in the background as any good parent would.  As descendants of the founder, they still emulate the American dream, Swedish immigrants coming over to find gold and ultimately discovering it – in shoes, gold Louboutin shoes.

So corporate communications are no longer innies or outies, they are inbetweenie.

Tradition

In the immortal voice of Zero Mostel,” Tradition! Tradition!

Newspapers, Radio, TV are all vehicles of traditional media relations strategies. I used to watch my mother on Sunday’s peruse through the New York Times reading upcoming designers being promoted the following week at Saks 5th Avenue, Bonwit Teller and Bergdorf Goodman.  Post war radio ads featured girls singing about nylon stockings and TV has been an institution for traditional media since its inception.

Nordstrom has utilized traditional media since the get go. According to the Seattle Post, Nordstrom started advertising shoes to miners in Seattle in 1901 at $3 a pair. Today full page ads are still favored in the Sunday New York Times. The Nordstrom catalog, something I covet the minute it arrives at the door, is a jewel of a Tradition! and the pillar piece of high end retail media relations.

Nordstrom use of new media is embracing of its customers and their feedback. Argenti refers to traditional media as the mouth piece of the corporation – a means for the company to say what it wants to say without recourse but we all know with new media such as twitter, Facebook, Blogger the voice of the people can make or break you in one signal push of a button.

Nordstrom loves its customers. Maybe that is why new media has been such a great marriage for the company. It is cult-like. Nordstorm’s brand is customer service. There isn’t a blogger out there who can deny that fact. Nordstrom blogs are all about value, tips and paints the Nordstrom experience seamless with a tea party at the Palm Court. There are e-mail updates like a secret whispered in one’s ear – shop today’s one day sale only. Before I know it I am in the car half way to White Plains. Ok, the hook has been set, I just found their exclusive application for my Ipad. Log in my Apple Id and password and bam! So am I the Cardio Queen? The Social Butterfly? The Downtown Girl? The Modern sensualist? (Really what is that?) or the Timeless Eclectic? I will take the later. Hm….Cole Haan, Burberry…..Louboutins, Louboutins, louboutins. Now on my Ipad and Iphone – when on my feet.   http://blogs.nordstrom.com/index.php

A Snap of a Finger

Instant pudding, instant oatmeal, instant messaging – everything is at one’s fingertips any given split second. The days are long gone of waiting for one’s news via a sheet of rolled thin grey newspaper dropped at one’s door. Corporations can no longer put their beautiful “tied up in a red bow” marketing messages out there with limited no push back. Imagine it is 1955, and between the baking, watching Guy Lombardo in black and white and ordering the milk from the milk man, one would have the inkling, let alone nerve, to question the business plans of the great Jack Welsh? But today with social media anyone, at any time, saying anything is able to do just that and they do, frequently. My mother was a social activist – she was actually on Nixon’s famed “most hated list”. She trained our Mexican parrot, Harry, to say F-you so when the Governor, corporate leaders and other dignitaries came for dinner he could say what she was feeling and he often did from his perch in his gilded cage in the corner. Just think what she would have done with twitter.

So how does a corporation protect their messages, embrace the new media and move forward. Clearly social media can have it benefits. If the customer/stakeholder is the source of profit embracing them would be a good strategy for any company. Empowering one to say what they think they need to say, even if it is not valuable or true in the Boardroom, has its rewards. There are dollars in allowing one to feel appreciated by the company – having a voice – something every ego wants. We learned on the playgrounds’ of life that “sticks and stones may break one’s bones but words will never hurt me”, so let your customer rip because ignoring them can be catastrophic. In a nutshell, I can sit around all day and attack via social media; it no longer matters if I have expertise. Heck I don’t even have to know how to spell.

Nordstrom’s has embraced social media. They utilize twitter, Facebook and manage multiple blogs. I just read that Nicole Ricci was at Nordstrom at the Grove (click on the hyperlink and the directions and a map is right there) promoting her clothing line. Dang I missed it. Next time I am planning a trip to LA instead of Trip Advisor to locate museums, restaurant, events, etc., I can go to Nordstrom’s blog for their stores and see what’s doing in the LA fashion world – where in the world is Rachael Zoe today? Social media has brought other interests, which generate profit, outside the standard loop of sightseeing into the fray. Nordstrom blogs about Nordstrom, about fashion trends and has a blog strictly devoted to fashion week. Sitting at my desk in suburbia, with a push of a button I can be transformed to every moment of the famed week. Who is wearing what and what has already been determined as “in” and an upcoming trend is all there with video. And yes, this all transcends into “I need it”.

According to out textbook, where social media gets sticky for a corporation, is the fact content is for batum– once it is our there, it is out there forever. They say only a cockroach will survive nuclear blast, I think we can add the internet to that list. Therefore web and one’ social media must be continually revised, reviewed, and updated to reflect the message that the higher ups want to maintain – and it better be squeaky clean from any recourse.

Nordstrom’s content is short and sweet. Back in the day we referred it to the “KISS” method of communication – Keep It Simple and Stupid. Lawyers love this – less exposure. Nordstrom tends to take the same lead. The content is informative, on the mark with little to no frill – simple, direct and useful. Nordstrom’s use of twitter runs the gambit – how to find a job, an issue with an order, directions, upcoming sales and promotions, etc. It a two way quick instant means to get one’s questions answered or point across. There is no waiting for the next available operator; this is “Peggy”, how may I help you?

Fascinating who Nordstrom’s follows on twitter: individuals like Monica Wright who just lost a friend – Nordstrom sends their condolences Monica if you missed it; BBC World News – nice to know Nordstrom’s is socially conscience; The University of Maine Ice Hockey Team???– Someone is using work time for personal pleasure.

Nordstrom seems to embrace it all – its user friendly, professional and chalk full of more info than I could read in a life time. I like the photos – they are so inviting. I keep a picture of the newest Louboutin pumps in a silver frame next to me bed in hopes that someday they will pop out into my closet – the technology of the future – sending actual atoms across the internet that reconstitute themselves into the matter you are coveting. Got to love it.

PS Nordstrom is having a huge sale.

 http://la.popsugar.com/Nicole-Richie-Nordstrom-Grove-Pictures-20375970

Its all in a Name

When I think of “branding”, I conjure up a group of cowboys sitting around a camp fire heating up their unique branding irons to inflict pain on the rumps of their cattle. These brands, marks if you will, were created to establish a means to recognize ownership of livestock when the farm hands rode out for roundup on the vast plains.


Think of the big bad world of sales – it is an endless plain of consumers. The mark, brand if you will, of a company is imperative to identify, set the hook and reel in one’s piece of the pie. Brands are used to create instant recognition of a company and its products. Corporate spin artists look to create brands that will produce an immediate image, feeling, and identity - something distinctive.

Nordstrom is the fashion house of the images of others; it offers Gucci, Fundi, Chanel, et al. The brand identity is in its founder’s name and that first shoe shop where the birth of designer value, and quality was born. Johnson and Johnson is a great example of a “name” brand – instantly Band-Aids come to mind. When I see the Nordstrom name, its mark, I think Tory Burch, Kate Spade, Marc Jacobs, value, exotic smells, glass, spacious changing rooms, chrome escalators, Laboutins…...not the personality of a Hollywood starlet but one of an upper Eastsider.


Nordstrom’s brand may not be unique, there is no gimmick, no mark like my favorite double GG’s but it is recognizable. The font and the corporate specific grey/purple bag are as familiar to me as the Nike swish. The core message is luxury, quality and value, the same core message established at the foundation of the corporation, those many years ago. It’s all wrapped up in white tissue, with a silver Nordstrom label.


For this shopper, the brand identity of large high end shopping franchises are so different one from the next. Bloomingdale’s, for instance, is the birth of the likes of Betsey Johnson and wild eclectic designers. According to their website, they tag themselves as “not a store but a destination”. It sure is, just walking in the store is chaos. There are so many people, and the isles are so narrow, one gets the feeling of being back stage at a fashion show. Saks 5^th Avenue is top-top end designers; value does not enter the equation. Its corporate brand was founded on fashionable gracious living. Macy’s, once known for its market place experience has sadly fallen to the top of the JC Penney chain. Harrods, on the other hand, its brand is so over the top – it’s aligned with yachts, Rolls Royce and Private Lear jets. – an international Dubai experience in one city block of London. They have a caviar bar., Num.

Nordstrom, it a name, it brings to mind instantly - luxury, value and quality. It’s all in the name.

Born to Shop until I Drop

Ask any shopaholic and they will tell you Nordstrom's in the mecca for designer clothing. For this fashionista, it is not just the merchandise and the top labels that draw me in. The whole scene gets my going; the smell of Chanel when you enter the store, the white, glass and metal opulence of the decor, and the sheik sales associates all decked out to the nines. One automatically feels richer, more fashion forward and worthy of all the attention, regardless of the bank account.


Interestingly enough, on http://shop.nortstrom.com finding a mission statement for the company is like looking for a needle in a haystack. But those “to die for” Gucci metallic gold pumps are right there, center stage. (Check out the photo, just the way they are casually lying provides the vibe that they belong in your closet.) Digging deeper there is a company history dating back to 1887 about a Swedish immigrant who after striking gold in the Yukon, invested in a small shoe store, the incubator of the great Nordstrom chain of today. “Tack Sa mycket Johan Nordstrom".


According to the corporate website, the company's philosophy hasn’t changed since 1901. “offer the customer the best possible service, selection, quality and value.” Amazing enough this holds true – Nordstrom has the best designers, best variety, best sales, best customer service and best ambience. I can just sit on the couch all day and try on Louboutin shoes one after another and never crack the sale’s person willingness to help – even when it seems obvious to me that I am not going to spend a dime.


CCN.com says that Nordstrom is ranked 74 out of the 100 best companies to work for. Searching for “Mission Statement” on the corporate site resulted in an “employee mission statement, a diversity mission statement and a diversity vender statement”. Clearly Nordstrom is about the employee; it is all about the sales force, the experience and the value. What seems clear and according to CNN, it the ability for the company to “use good judgment in all situations” for the last 110 years. The company seems to breed the culture of every one is worthy of the experience, maybe I will not be buying Louboutin shoes today but if I ever was, I would be going to Nordstrom’s, no doubt.


Back to the service, selection, quality and value previously referenced, at Nordstrom.com’s customer service page the menu is as accommodating as its sales people. I can’t tell a lie; I did order a pair of $750 Prada boots a couple of weeks ago – to die for!!! I knew I couldn’t keep them but for little to no inconvenience and no cost, I could wear them around in my carpeted room for a whole night, pretending I am Carrie getting ready to go out with Big, without the slightest inconvenience or even gilt. It’s like Nordstrom’s is playing the odds, let everyone experience the look and feel of Park Avenue and hopefully a select few will actually buy. And certainly those who can, well, why would they go anywhere else?


Nordstrom’s doesn’t stop there. One can earn Nordstrom Notes, fashion awards, buy on-line and pick up in a store and the company will even search for you, acquire and have it all wrapped up with a big Nordstrom bow just about anything you want, even if they don’t carry it. Wonder what would happen if I ordered a buffalo, not sure what the return policy would be, but it wouldn’t surprise me if one came along with a preprinted return label just if I change my mind and want to return it for a full refund. Wish Toys” r” Us had that feature when my daughter wanted a “talking Elmo”; we stood in line for days on that one.


Below I found the original Employee handbook on Wikopedia.com which is still the foundation of the employee handbook today. Every employee is required to carry this simple philosophy in their pockets – next time I am in the shoe salon, trying on those outrageous gold Gucci pumps, I will pick that sale’s person pocket to see for myself. Actually since they are so nice to me, I’ll just ask.

Welcome to Nordstrom

We're glad to have you with our Company. Our number one goal is to provide outstanding customer service. Set both your personal and professional goals high. We have great confidence in your ability to achieve them.

Nordstrom Rules: Rule #1: Use best judgment in all situations. There will be no additional rules.

Please feel free to ask your department manager, store manager, or division general manager any question at any time.