Scott Silverman, Executive Director, Shop.org

Scott Silverman Introducing Andy Sernovitz
At the 2008 Strategy and Innovation Forum

Pastor Paul's Club became a member of Shop.org in July just prior to the Online Merchandising Workshop on July 18-20, 2007. I was confident that by becoming a Shop.org member, I would gain the insights in e-commerce that I needed to build Pastor Paul's Club into a successful business. By understanding marketing, merchandising and the online business environment, I could make the right decisions about the actions I needed to take to reach that goal. My first experience at the first workshop, although challenging, offered the networking, expertise and vision I needed. The first 'take-away', a term I became familiar with, was the importance of 'new media' online marketing encompassing many avenues. I would start with blogging and podcasting.

On Pastor Paul's Blog, I first posted 'Retro Blogging March 16th-May 16th less than one month after the Online Marketing Workshop. The Tongues of Fire-Pastor Paul's Podcast-Introductory Episode #00-Friends aired May 23, 2007 on Pentecost one week later. I recognized that I received exactly what I needed at that workshop to add to our online presence, www.pastorpaul.org and Pastor Paul's Club Store. I am somewhat familiar with audio files because Pastor Paul's archived taped messages are available to download and are streaming. A weekly podcast would be sent by RSS feeds sent to subscribers. It is no longer necessary to listen to a streaming message at a computer. The files can be sent to the subscriber's choice; a computer, iPod, phone or cd. The blog is just such an important communication tool. It is interactive and an attribute of all social networks. It is important for people to discuss issues and make comments. Social Networks such as Digg, twitter, flickr, Linkedin, technorati, and del.icio.us. to name a few, are another avenue of 'new media'. I have profiles in these while I have been focusing on blogging, podcasting and twitter.

I arrived in San Diego, rented a car and headed for the Glorietta Bay Inn across from the Hotel Del Coronado. The Shop.org Online Merchandising Workshop was sold out. This workshop was focusing on metrics, basing merchandising decisions by analyzing data. By learning to analyze the website data future actions can be made to create a more effective customer friendly environment that will produce more profitability. In other words, find out what is working and what is not by reviewing the data, then make the needed changes. First, I checked in and went across the street to the Hotel Del Coronado to the Opening Reception at the Commodore Ballroom.The hotel did not have a Commodore Ballroom and had no information about the workshop. When I registered for the workshop the hotel was full to capacity so I found the Glorietta Bay Inn across from the Coronado Hotel. Could there be a mix-up? Yes in fact there was. The workshop was taking place at the Loews Coronado Bay Resort. By the time I found the Commodore Ballroom it was empty. Thankfully I would know how to get to the correct hotel the following day.

Counting my blessings, I decided to go to the grocery store pick up some French bread, cheese, fruit, walnuts, juice, water and cherry coke. I went back to the Glorietta Bay Inn and stocked the refrigerator. I looked forward to relaxing. I had quite a bite to eat. Getting ready to relax and review some materials I felt something like a small stone in my mouth. I took it out and examined it. It was a little square white piece of something hard, but it wasn't a stone. I happened to be in front of the vanity and looked in the mirror. To my horror, it was the front of my tooth. One of my front teeth had a large square piece missing. I could not believe it. I just looked at it and could not believe it, could not believe it, could not believe it-HAD TO BELIEVE IT! The front of my tooth was gone. It was too late to find a dentist. I actually considered not going to the workshop.

I had to talk to myself and convince myself that going to the workshop, networking with new people, talking in intimate round table discussions, going to dinner, meeting with exhibitors and everything else involved in this workshop, would not be adversely affected by the fact that I needed emergency dental work that I could not get, and that it was messing with my head. I had some serious internal conversations about vanity. Then I considered keeping my mouth shut for the entire time. I knew I could go without eating, but smiling and conversations, I might as well be dead. How would I handle it? I would try to ignore it. If it was necessary, I would tell what happened on a need to know basis. Nothing was going to get my attention except the workshop. God help me!

Arriving at the workshop I saw Nicole Edmund, Shop.org Membership Director. I smiled at her. She smiled back. I told her what happened to my tooth. After I told her what happened she looked a little upset and said she did not notice. I believed her and told her how I was going to handle it. She agreed. Next to the Commodore Ballroom to hear the Opening Keynote, Avinash Kaushik, Author, Blogger, Google Analytics Evangelist. He spoke about Trinity Strategy; Behavior Analysis, Outcomes Analysis, and Experience Analysis. The bottom line was that 'Customer Relevancy Improves Conversion.' An excellent presentation. Later in the day he sat next to me and we talked and exchanged cards. I did not recognize him until I read his card. I was thinking more about what he was saying than what he looked like. I hoped the same was true of me.

Lauren Freedman, Author, President, e-Tailing Group gave another morning Keynote Address presenting 10 takeaways about 'Metrics Driven Merchandising and Measuring the Art and Science of eCommerce.' A very in depth presentation with a 15 page handout and contact information to refer back to later. I have talked to Lauren and we both have gold plated Space Pens on chains. Later that morning I joined a Round Table discussion facilitated by Brett Hurt, Founder and CEO, Bazaarvoice, 'Protecting Brand Concerns When Featuring Customer Reviews.' User generated content is important and customer reviews that are negative can be used to improve products or merchandising. It is better to know what the customer thinks than to try to protect a brand that may need improvement. Customers rely on consumer reviews. To have customer reviews helps conversion rates. Later in the afternoon, I joined the 'When to Redesign' Yellow Round Table, 'Realigning vs Redesigning: An Overview with Kathy Wahlbin, Director User Experience, Mindshare Interactive.

Later in the afternoon were Concurrent Sessions with panel discussions from various speakers. I attended the 'Role of the Manufacturer in Retailer Merchandising Efforts. The speakers included: Jed Alpert, Vice President of Marketing, WebCollage, Inc., Sam Taylor, SVP, HP Direct, Wen M Yuan, Director Online Sales and Marketing Western Europe and North America, Phillips Domestic Appliances and Personal Care, and Don Nelson, Senior Marketing Manager, Sam's Club. The discussion centered around how the manufacturer works with the retailer to insure that the customer is getting the correct and necessary information in order to make a purchase. This increases the retailers profitability, the manufacturers credibility, and the consumers satisfaction by a knowledgeable purchase.

On my way to the Dinner and Reception held at the Excursion Dock, I met Karin Miller, President Consultant, Miller Merchandising currently working with Teleflora. I did tell Karin about my tooth. We actually laughed about it. Dinner was fantastic and we were joined by Elaine Rubin, President, ekrubin, inc and 1-800-Flowers, who helped found Shop.org in 1996 with Scott Silverman, it's Executive Director. We talked about nutrition and especially our love for bread. I referred to one of my favorite books 'Eat Right 4 Your Type'. We discussed how people are connected by blood type and that we are 'biochemical' individuals. It was an interesting conversation not related to retailing. I was sitting between two 'FlowerPowers' (not related to this link!)

The next day I caught up with Scott Silverman, Executive Director, of Shop.org. As always he is very busy overseeing everything, introducing Keynote Speakers and talking to everyone. He is so kind and really sets the tone for the conference by his involvement. I have talked to his team and they are all involved in different aspects of the workshop to insure that everyone's needs are met. The many speakers are experts in their respective fields and represent many Fortune 500 Companies. You take away so much valuable information that helps you to make informed decisions for the direction your business can take to reach your goals. The varied panel discussions are lively and interactive. The round table discussions are a way to meet other like minded people and facilitators who are experts in their field. Many varied exhibitors who are friendly and informative answer questions and many times offer help for follow-up conversations. The hotels, dinners and receptions are always the best. Scott's leadership is reflected in the success of the events, although, more important is the fact that you leave the event inspired, educated, connected and ready to make informed decisions that will directly reflect the profitability of your business whether it is large or small.

At the end of the second day of the Online Merchandising Workshop, I had a conversation with Scott. I did tell him about my tooth. His reaction was reserved but concerned. He said he too was suffering from his own malady, laryngitis. I brought my M-Audio MicroTrack II for on location interviews/conversations. I had not used it at this point. I asked if we could record a conversation about the workshop. Veterans to the end, here is this conversation:

Listen to this conversation with Scott Silverman, on July 20, 2007 at the Online Merchandising Workshop at the Loews Coronado Bay Resort in Coronado Bay, California.

To commemorate their 15th Anniversary, I will be blogging about my experiences with Shop.org and about some of the great people I have met at the conferences and workshops. Please join this conversation with some of your comments or experiences with Shop.org. The next blog will focus on Andy Nulman, President and Chief Marketing Officer, Airborne Entertainment Keynote Speaker at the Strategy and Innovation Forum.