FYI
changing demographics of the U.S. population: for exam- ple, the Hispanic population is growing dramatically, while 92% of all U.S. population growth comes from minorities of all kinds. He also offered this advice "Figure out the female consumer and you've figured out retail." After lunch, attendees were treated to an exploration of how businesses can effectively use social media, with a presentation by Amanda Hite, CEO and founder of Talent Revolution, titled, "Using Social Media to Ignite Movements That Make Meaning and Money." She showed, through several examples, how social media is an incredibly powerful tool, which can create a sustained online word-of-mouth movement that can result in increased sales activity at bricks-and-mortar stores. "All success online starts offline," Hite added, noting that retailers can enlist and incentivize members of their staff
– or a particular staff member – to burnish their store's "brand" in a variety of social media forums. The conference concluded with discussion by author Caitlin Kelly on "How to Find, Manage and Motivate Productive Employees." Her book, "Malled: My Unintentional Career in Retail," explains how Kelly, a highly educated journalist, was forced to work at a just-above minimum wage retail job after being laid off. She spent more than two years as a salesperson, and related several impressions she derived from that expe- rience, including the strengths and weaknesses of man- agers in dealing with their staff, what characteristics are important in a good salesperson, and why managers should recognize just how important a really top-notch employee can be to their organization.
—Richard Brandes
Having a good time at the Conference is Jim Gooley, products divi- sion director, United Package Liquors, Indianapolis, IN.
David Jabour, president of the Twin Liquors chain, headquartered in Austin, TX, during his fascinating presenta- tion titled, "How Designing by
Demographics Can Fuel Your Success."
Amanda Hite, CEO and founder of Talent Revolution, Inc., explained to atten- dees how various strategies using social media can energize their businesses.
Caitlyn Kelly's session, titled, "The Four Ps – How to Find, Manage and Motivate Productive Employees," was a moving and informative presentation and a fitting conclusion to the day-long Conference.
Paul Kaspszak, executive director of the Minnesota Municipal Beverage Association, makes a point during the Retailer Panel segment.
Michael Ibsen, owner of Oscar's Liquors, Maumelle, AR, draws some laughs for his com- ments during the Retailer Panel.
12 • Beverage Dynamics • www.beveragedynamics.com • March/April 2012
