Shawny D. ChiefSac

My Favorite Comment...

You thought that Easter Bunny (2 posts ago) was ugly?  Recognize this guy (RIGHT)?

I liked this comment from my blog 2 posts previous made by James Crofton: 

Well to be honest, I do not think this poster is going to be effective in boosting sales. In terms of shock value, It certainly is effective. My view of Love sac is really comfy cool different furniture. Perhaps the playboy bunny would be better. Just not to revealing to avoid turning away families. The cigar and bad teeth to me have a darker unclean connotation. I would be attracted to the humour and punch line while strolling through the mall if you just change the Bunny. (Sorry old yellow teeth dude, Hope its not a relative of King sac)....!

my sense is that this image is shocking but unappealing. its funny yes. But ultimately I am not sure many people will identify with the message. The audience with the buying power is probably older then he target audience that will appreciate the poster.

James, I'm not sure if the poster is effective in boosting sales, either.  A lot of people had the same concern, apparently.  Frankly, with our limited window of reach (one small window display in a mall full of marketing "noise" from the smallest store-front in the mall, in only 25 of the 5000+ shopping centers in the country), if we can just get people to LOOK, I'd call it a win.  Our little seasons are up and then down in just a few weeks.  The average person doesn't even make it to the mall any more often than we put up a poster.  Sometimes they'll be sweet.  Sometimes they'll be simple.  Sometimes they'll be boring.  Sometimes they'll be raunchy.  Sometimes we want to communicate our "brand ideals," and other times we just want to make people look, or have a good laugh, or....(and this most of all)...MAKE A REMARK-ABLE poster.  (IE: Causing the person to remark).  So, based on your numerous comments, and some of them with tales of people taking photos in front of it, for whatever reason, I'd call it a "success."  My favorite line from any movie of all time...From Pirates of the Carribean: "Captain Jack Sparrow, you must be the worst pirate I've ever heard of."  Johnny Depp: "Ahhh, but you have heard of me."

SO MANY of your comments were great, though, and I actually heard them all.  Some made me think deeply about our artwork and marketing, and you gave me some great ideas.  I kinda like the idea of playing off the "Bunnies" as James says above, next year--in at least a semi-classy way.  I also think some of your specific comments on this piece were good.  Had I had them earlier, maybe we would have done things a bit differently, no doubt. 

But most of all, I am REALLY proud of our great design team here at LoveSac.  From Roger Hagadone, our master photographer here in NYC, to Ben our Art Director, to Dave, Mary, Spencer, and the whole creative team, I say: Great work.  These guys work hard to keep us weird.  Remark-able.  Here is our poster from last year at this time (below).  Like it any better?  Find IT offensive!?  Comment here, tell me what you think.       

Like it or not, we'll keep the weirdness coming.  I would love to continue to get your feedback!  Wait until you see our poster for Father's Day.  "Dad's and Grads Get Inked," is the theme.  We are launching the SICKEST Limited Edition Covers we have ever done along with it...should be cool. 

Also, if you were one that did like the Easter poster YOU CAN OWN IT!  Make sure you get your bid in!  EACH STORE WILL BE HOLDING A SILENT AUCTION from now until Easter.  Simply write down the price you'd pay for the poster ($1, $15, $240...whatever you would pay)...the customer with the highest bid gets the poster, but must be paid in cash.  The $$$ earned goes toward a store party for your local crew. 

James, send me your shipping info & T-shirt size to chairmansac@gmail.com.  You win.  You get a T-shirt on me.

Keep it weird.

-- Shawny D.

Virgins Shouldn't Sell Out

Last night I had the opportunity to attend the grand closing party of the Virgin Megastore in Times Square, NYC.  This marks the end of an era--both for the music business, and in my mind, for Virgin as well.  Virgin's SOUL is music, just as LoveSac's soul is the Sac.  Although we will likely sell 10 times the Sactionals than we have sold or will sell Sacs, we will never abandon the Sac.  It is our namesake--it is our soul.  [RIGHT: Scott McDonough (my former biz partner), Tiffany, Me, Alex & Sarah Rhodeen attended the Virgin finale on March 26th in Manhattan.]

I am sure that much thought and consideration went into the decision to sell the Megastore business.  Knowing what I know of the organization (excluding Richard) I am sure it is just a financial consideration, no doubt.  In fact, this segment from an article in the NY Times summarizes it nicely:

It has remained “very, very profitable” by shifting its merchandise toward apparel and electronics, including iPods, he said, adding that those two categories accounted for about 25 percent of sales during the holiday shopping season. (Simon Wright, Virgin MegaStore's CEO)

But the chain’s owners, two big New York-based real estate development companies, saw greater potential in leasing the prime space to Forever 21.

The Virgin chain, once part of Sir Richard Branson’s business empire, has been owned since 2007 by the Related Companies and Vornado Realty Trust. It comprised 11 stores when it was acquired, but now will be down to just five, two of them in California. Virgin closed other stores late last year. (visit: http://www.nytimes.com/2009/01/15/nyregion/15virgin.html to read the entire article)

It is obviously the new Real Estate Group's perogotive to do whatever they like with the business they bought.  My argument is that Virgin should have never sold the Megastore (especially not the Times Square one) in the first place.  The real estate behind them clearly had value, which could have been realized sub-leasing under-par locations to any other concept, but as the article above states, the store itself was very profitable.  Virgin should have taken less money (the ongoing profits from the store), kept its soul and continued to focus on its other businesses.

I'm sad to see Virgin Mega NYC close its doors - just watch any movie that shows Times Square...Virgin Mega WAS Times Square.  But what do I know about building a mega-brand...I'm just the Rebel Millionaire.  Last I checked, the Rebel Billionaire is doing just fine. 

-- Shawny D.

[ABOVE: Me, Simon Wright & Lori Levin.  All ex-Virgins.  Simon, CEO of Virgin Mega was a board member at LoveSac for 3 years.  Thanks for everything Simon!]

Give Me Your Honest Opinion...

So LoveSac is, of course, always striving to do things a little differently.  You see, it is strange that we're in tiny mall stores selling furniture.  It is even stranger that we sell 8 foot Sacs of foam, and other surprisingly versatile furniture, as well as T-shirts, stickers, etc.  So in the spirit of NOT being just another lame furniture store, as well as keeping it current with each passing season, we do things like this...

OUR EASTER WINDOW POSTER.  You may have also seen it on our homepage at lovesac.com.  So here's just an honest, open-ended question: WHAT DO YOU THINK???  Do you like it?  Do you hate it?  Do you think it is effective?  Do you think it is repulsive?  Repulsive in a good way?  Repulsive in a bad way?  More importantly, WHY?    Please comment!  I will send my favorite, well-thought-out comment (positive OR negative, doesn't matter) a newly designed LoveSac T Shirt.

I don't care if you are a LoveSac employee or a customer, or just a random web-surfer.  I want to know what you think about this piece of art...or any of our (often bizarre) promotions & artwork.  So comment here and tell us what you think.

ALL comments welcome.

--Shawny D.

How LOVESAC Goes Green...

Ryan Johnson is my business partner, and LoveSac's CFO.    Being that Ryan handles all the money for LoveSac, he is generally has pretty serious business to attend to.  The Easter Bunny pictured to the right is not Ryan.  It is, in fact, Ryan's hi-jacker.  He's sitting in Ryan's office.  Nice place, right!? We'll call this pic the "Before" pic.  Ryan wasn't at work today.  You see, it's St. Patrick's Day and Ryan claims to be Irish or something, which apparently gives him the right to take the day off and go be "Irish." (as if we all don't know what that means).  So in the great tradition begun by the ongoing Lauren vs. Mike Office Prank Battle (see previous posts), and in trying to keep pace with the marketing agenda of every other company in America, we decided to help you go green!!!   Check out this video... 

A big thanks to Lauren, Liz, Davey, Spencer, Ben, Mary Tashia, Tiffany, and the rest of the crew who pitched in to do this right.  Like I always say: If you're gonna do something, might as well go all the way. A HUGE thanks to Susan, who also sits in the corner & has to live with it too.

Yes, those are custom painted Sactionals in the corner.

Yes, that is new wall-to-wall astro-turf fake lawn.

Yes, his computer still works.

Yes, the paint was (mostly) dry.

Yes, there is an editor of a magazine visiting the office tomorrow to do an interview....should be good.

 

Yes, the girls took the edge off with a mini-keg of Heineken (NOT to be consumed in the office, of course). 

Yes, I think Ryan might actually be part Irish.

Yes, some work actually did get done this day besides just this prank. (Thanks finance team).

Yes, in person it is even better. It is not just green--it OOZES green out the door, thru the windows.  Ugh.

No, Dave did not split his pants this time, participating in this event.

This is the door that Ryan found, early the next morning, when he arrived at the office, as usual, before anybody else.  As he walked across the room, toward his office, he probably chuckled, thinking, "Ha, ha, they put some St. Pattie's Day decorations in my office"...

So please comment and tell Ryan what you think!

So THANK YOU, Ryan, for giving LoveSac H.Q. an excuse to finally, GO TOTALLY GREEN!   I feel more American (and Irish) than ever.

Happy St. Patrick's Day. NEVER stop rockin' the Sac.

--Shawny D.

  

This guy "GETS" LoveSac Value

(sent to me recently by a customer)

Dear Shawn,

 

I just bought a LoveSac - a SuperSac - IT IS FANTASTIC. I wanted to write you an email, as everyone is amazed that we bought one. I am known for being frugal; very frugal. I was hypermiling years ago (when gas was under $2 a gallon), I maintain a body mass index of 18.5 to save money on groceries, and wear multiple layers of clothes when flying to avoid the new luggage surcharge. I personally do not see myself as cheap, what I look for is value for money - paying twice as much for groceries and getting diabetes does not fly with me, but spending $700 on something so comfortable, that I can share with my fiancé and really unwind is worth every cent.

 

It will not be too long before we return to Jeremy (in Natick - he is by far the nicest employee in the whole mall) to purchase a sectional. My biggest fear about investing in furniture is as young adults we are likely to move around before buying our own abode. What fits in this apartment might not in our next - one look on craigslist demonstrates that many people waste thousands of dollars because of this. This is not a risk with your sectional, I know I can spend good money today and not worry about having to throw it out in a year when we move.

Do keep up the good work, and as you roll out with new products Jeremy will see me back at your store (unless he has been promoted by then).

 

Cheers,

ABOVE: Jeremy, Natick Manager 

Iain

 

THIS JUST IN (MARCH 17, FROM IAIN VIA EMAIL):

- just to update you we did go back to Jeremy and buy the sactional. The more I thought about it, the more I realized that it is the only way to go with furniture. I think we have had it for 2 weeks now, and it is FANTASTIC. Can't wait to get a big place, and buy more pieces!!!

Keep up the good work - really do love your products.

Iain

 

THEN, today my biz partner, Nancy, sent around a great article about how real "Value" is the new "big thing" in business today, and our Retail Director, Alex, asked the crew (via email) how LoveSac offers "value."  A good response, by Dan, in Salt Lake City...

 

Our product has a lot of the same value as hybrid cars in the sense that in some cases it is more expensive than some of our customers would have gone with but much cheaper in the long run. Our lifetime guarantee ensures this you will never have to buy another sofa ever if you so choose. Some of The most common reasons people replace furniture are because they are moving, our furniture is extremely easy to move with, the furniture gets old and worn out looking, our cover can easily be replaced, and probably more common than anything people get bored with the same old couch everyday, if you get new covers and switch the setup it would seem as though you spend thousands and bought an all new living room set for a fraction of that cost. my favorite question that people ask me is how are we doing in this current state? I always answer we are doing great let me show you exactly why and I'll lead into a sactional demo. the story about coffee with McDonalds and Starbucks made me laugh because you should never just forget the experience to get value. Lovesac is like Starbucks coffee served at McDonalds prices with an experience that tops either of them and rivals that of your favorite local coffee house one more like you see in the TV show "Friends" and we offer free refills.  [Dan, shown extreme left, above.]

Dan Bostelman

Gateway Manager

 

 

WHAT CAN I SAY?  I AGREE. SMART CUSTOMER.  SMART MANAGERS.

 

--Shawny D.

YOU BE THE JUDGE

So there has been a bit of an ongoing feud between Lauren & Liz here at LoveSac H.Q. vs. Mike & his henchmen.  Mike is our Director of e-commerce, the man behind the curtain here at LoveSac.com.  Shown to the right is Liz & Lauren's latest caper...blanketing Mike's entire area with good ol' David Hasselhof.  I mean, who can get enough of the Hof?  Obviously here in Stamford, CT, there's just not enough Hof to go around.

According to Mike, the history reads like this:

 

Mike and (creative team)

1. Started with a fake ticket on Liz's car

2. Employee of the month page and email:

http://www.lovesac.com/liz_casey_lauren_ressa.asp

3. Liz and Lauren Lost and Drunk Poster (posted all around the block)

4. Moved Liz's car and she freaked out and called her dad

5. Wrapped Laurens car with packing wrap (completely encased from top to bottom)

6. Put bread on Lauren's car to get seagulls to crap on it

7. Taped Lauren's markers to window

Liz & Lauren

1. Wrapped my desk with packing wrap (check out the movie):

http://www.youtube.com/watch?v=T-Goqriyua8

2. Fake ticket on my car

3. Had bartender in Atlanta call me pretending to be Victor from ACS (our cs outsourcing company)

4. Put washable paint all over my car

5. Gave me a "Healthy Aging for Dummies" book with highlighted sections

6. David Hasselhoff pics in our corner

According to Lauren it is GIRLS 6, MIKE 1.5 (maybe).

SO THE QUESTION IS: WHO'S REALLY WINNING THE WAR?  COMMENT & TELL EM WHAT YOU THINK. 

-- Shawny D.

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Who Kills People?

This guy does... 

SPENCER, PRODUCT DESIGNER, LOVESAC H.Q.

From: Lauren Ressa
Sent: Tue 3/10/2009 3:09 PM
To: LoveSac All

Subject: His Mustache Brings All The Girls To The Yard

 

So, I dared Spencer, our Product Development Dude, to grow a mustache.  He did it not once but twice because the first time I never took the picture.  He had to shave it before going to an important meeting and not wanting to look like a total Creep-O and scaring away some potential LoveSac clients.

 

 

Spencer, you officially win the Best Mustache at HQ Contest.  Yes, you were the only contestant but even if anyone else here could grow one (they can’t, by the way) – you would have won anyway!

 

 

**pictures taken by photographer DUNDERWOOD and his magnificant iPhone**

LAUREN CLEARLY KEEPS THE WHEELS TURNING AT LOVESAC HEADQUARTERS.  BTW, I CAN'T EVEN GROW A MUSTACHE IF I TRIED.  I'M LUCKY TO SHAVE EVERY OTHER DAY.

-- Shawny D.

and the WINNER IS....

THANK YOU to all of those who sent in their effin' cute pics.  I was truly amused by so many of them, and it is flattering to see just how much LoveSac has become a part of your lives.  But...Before I announce the winner, let me just say this: This person was ahead in the voting even BEFORE he went and turned on the robotic voting machine (however he did this).  I'm not calling him, or any other customer of LoveSac a cheater, I'm just saying that judging by the I.P. addresses and statistics that are visible to me from the back-end of my blog, I am sure that the 49,957 votes are not all living, breathing, LoveSac enthusiasts who also love cats.  We will be taking steps in our next contest to avoid such "creative" competition.  But hey, I couldn't claim to be the "Rebel Billionaire" if I didn't say: "Hats off" to WINNER: JASON TAYLOR for being competetive, entrepreneurial and creative in his endeavor to win the grand prize, as well as for clearly being a LoveSac enthusiast!  Jason's winning entry, with 49,957 votes is shown to the right. Jason won:

1. A LIMITED EDITION 1 POUND BAR OF LOVESAC EMBOSSED CHOCOLATE. (It is actually amazingly good chocolate.  We have smashed to pieces and eaten 5 or 6 of them at LoveSac HQ recently). Plus...

2. A LIMITED EDITION LOVESAC HEART PILLOW. Plus...

3. A LIMITED EDITION LOVESAC TRAVEL BAG, BY OGIO. Plus...

4. A $100 GIFT CARD GOOD IN ANY LOVESAC STORE LOCATION.

But Jason was not the only winner!  I must say, so many of the pics were great.  Below are the 5 Runners Up who each won a Limited Edition LoveSac Chocolate Bar!  I'm going to throw in one of our BRAND NEW LoveSac T Shirts for each of these as well....NEW to lovesac.com.  (If you haven't seen them, check them out: http://www.lovesac.com/tshirt.asp). 

First John Wirono with 26,968 votes on one photo & 4006 on another:

Next we have Dan Bird with 15,555 votes, who jumped out to an early lead for obvious reasons (a different view shown here, below/right).    Talk about production value.

We have Cynthia Ryan, whom I believe actually got 1300 legitimate votes!  (below/left) 

We have Tammy Graf with a whopping 3267 (probably real!) votes.  With my vote for originality (not many photos of actual LoveSac DawgPads--very cool!... 

And finally...Krystal Theobald with 62 votes, and one of my favorite pics of all of these.  In fact, I think I'm going to add this pic (and maybe a few of these) to our store walls, where we put 250 actual framed photographs in all of our new stores.   These were really great:  

THANKS AGAIN to all of you who entered.  I promise to try even harder next time to make it fair.  Keep an eye out for our next contest, coming very soon.  All of you winners and runners up: email me at chairmansac@gmail.com with your contact info and mailing address.  We'll get your swag out to you right away.

NEVER stop rockin' the Sac.

--Shawny D.

LoveSac Photo Contest VOTE NOW!

So for those of you just tuning in, check out my previous post to learn more about this contest we're having.   Cast your vote using the form to the left for whichever photo you think is the "cutest effing" photo of the bunch.  The winner gets HOOKED up with all kinds of LoveSac swag (as noted in my previous blog post).  THANKS to all of you who submitted, and to all of you who do the American thing, and VOTE!  Voting cuts off soon, so PASS IT ON to your friends.  -- Shawny D.   best contestant  and vote.
Click Full Screen contestant's name and descriptions.

There's Still Time to Enter....

Because of the great response I've gotten to this LoveSac "Pretty effin' cute photo contest" we're running (see 2 blog posts previous), I'm extending the deadline to enter until tonight (Monday, March 2nd) at midnight.  SEND ME YOUR CUTE EFFFIN' PHOTOS!  Voting begins tomorrow at noon!  BELOW are just a few that have been sent in so far...

By sending me your photo to chairmansac@gmail.com you are automatically ENTERED TO WIN THE GRAND PRIZE....

1. A LIMITED EDITION 1 POUND BAR OF LOVESAC EMBOSSED CHOCOLATE. (It is actually amazingly good chocolate.  We have smashed to pieces and eaten 5 or 6 of them at LoveSac HQ recently). Plus...

2. A LIMITED EDITION LOVESAC HEART PILLOW. Plus...

3. A LIMITED EDITION LOVESAC TRAVEL BAG, BY OGIO. Plus...

4. A $100 GIFT CARD GOOD IN ANY LOVESAC STORE LOCATION.

**Top 5 runners-up each get a 1 Pound Bar of LoveSac Chocolate sent to their doorstep.

I'm in Vegas, baby, on the LoveSac Bus, setting up for the Bar & Nightclub show.  Sactionals are a big hit with nightclubs internationally....the only changeable, washable, customizeable, modular seating solution.   

As customer, John W. said (see photo right), "Look who's jealous."....

NEVER stop rockin' the Sac.....and send me your photos!

--Shawny D.