On January 27th, I had the pleasure of being an on-air guest alongside Nina Tooley from Sole Society and stiletto shoe designer Jerome Rousseau (yes, THE Jerome that I have so many shoes from!) on "A Really Big Shoe Show" with UnfinishedBusinessTips.com hosted by Renee White Fraser, PhD and Betsy Berkhemer-Credaire. I had such a great time chatting with the hosts that I'm bringing one over to Stiletto Gal today to walk a mile in her shoes - Renee Fraser!
Based in Los Angeles, Renee is a tour de force in the business world, hosting UnfinishedBusinesstips.com as well as holding court as a CEO for Fraser Communications and Robot & Child. Today she tells me a little bit about her businesses and why you shouldn't network for the sake of card collecting.
Hillary Gadsby: What does Fraser Communications does for its clients that sets them apart from the pack?
Renee Fraser: Fraser Communications a full service communications firm that delivers results for clients. We develop integrated and well researched plans that help build a brand, drive traffic, increase awareness or produce social change. Our clients have included Toyota, East West Bank, MarketSmith, Saint John’s Hospital Cedars Sinai , the Gas Company , the State of California to build awareness of solar water heating through Go Solar!, BeWaterWise for MWD and Nutrition and healthy lifestyle outreach throughout the state for First 5 California.
We measure the impact and effectiveness of all that we do so that our social media, digital and traditional campaigns are effective. Constant improvement, which we learned from our Toyota client, means we optimize and improve at every step.
HG: You also host a radio show called UnfinishedBusinessTips – tell us more what happens there and how you decide what kinds of guests to include on your shows.
RF: Betsy and broadcast an hour long show each week on Sundays , 4-5 PM on KFWB 980 AM and the show features news and trends in business. As two successful entrepreneurs we share insights, mistakes, experience and interview leaders in business. The show emphasizes practical tools you can use - we get below the surface and learn what it takes to run successful business and how to be better leaders. Our shows have included insights and interviews with Howard Schultz of Starbucks, Alan Buckelew , CEO of Princess Cruises, and the Global Head of Marketing for Whole Foods among others.
HG: Who was one of your most memorable guests, or topics, on the show?
RF: We do shows on how businesses run on everything from cars to shoes to restaurants and even pets! One of my favorite shows was about pet hotels and agility training schools – the insight was cater more to the pet owners and realize you are training and diagnosing them. This is a lesson true to all businesses.
HG: What has been your biggest shoe splurge?
RF: A pair of Manolo Blahniks. I still wear them for special events and feel sexy, and tall l when I do!
HG: Finally, what are three pieces of advice you would give to women in business?
RF: Build up your internal confidence - investments in shoes and clothes are often a part of that. Do your homework – know the company you're working with and its issues and always try to think about solutions from the customer's life perspective. And don’t just network for the sake of collecting cards or contact names! Build relationships with customers or prospects - stop selling and listen instead. If you care about customers as people and listen to their needs you will be much more successful.