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Summary
Alysse Asaro welcomed Erika Mandel, co-owner of Created Blinds, to Rossman Radio to discuss the company’s family-owned and operated nature and Ms. Mandel’s journey into the blinds industry. Ms. Mandel explained that after working in corporate America, she joined her father’s business, Creative Blinds, in 1976 and discovered a passion for its multi-dimensional aspects in design and elevating living spaces. The discussion focused on Creative Blinds’ “back to basics” approach, emphasizing integrity, the client experience, and human-centric marketing, exemplified by their preference for real interactions over bots and their “power of the H experience” theme. Ms. Mandel also shared her concern about AI’s impact on online reputation management, specifically Google’s AI mode aggregating old reviews, and discussed the importance of staying current with home design trends and technology.
Takeaways
- Introduction to Creative Blinds Alysse Asaro welcomed Erika Mandel, co-owner of Creative Blinds, to Rosson Radio, expressing excitement about featuring a family-owned and operated business, which they noted are becoming increasingly rare. Ms. Asaro inquired about how Ms. Mandel became involved in the blinds industry, as it’s an unconventional career path.
- Erika Mandel’s Journey to Creative Blinds Erika Mandel shared that her father started Creative Blinds in 1976, and she initially sought a “fancier” career than blinds, having worked in corporate America and started her own sales and marketing company. However, her father eventually asked her to apply her growth strategies to the family business, and she “fell in love” with the multi-dimensional aspects of the business, particularly its role in design and elevating living spaces.
- The Importance of Integrity and “Back to Basics” Approach Alysse Asaro and Erika Mandel emphasized the importance of integrity in business, noting that Creative Blinds’ continued success is rooted in their commitment to “doing the right thing” and maintaining a strong reputation. Ms. Mandel explained that their marketing strategy focuses on “back to basics” and prioritizing the client experience, rather than solely relying on digital trends. They believe that authentic human interaction and tangible product experiences are key differentiators.
- Human-Centric Marketing and the “Human Experience” Erika Mandel stated that Creative Blinds explicitly tells clients they “don’t do business with bots”. They prioritize live events, real photo shoots, and showcasing actual projects online to convey authenticity and personality. Ms. Mandel noted that their internal team, referred to as family, is empowered to bring their full selves to work, aligning with their current theme of “the power of the H experience,” which encompasses both their people and their clients. Alysse Asaro agreed, noting that people can detect AI-generated content and prefer genuine human connection, especially in industries like beauty where overproduction and filtering are prevalent.
- Staying Current with Home Design Trends and Technology Erika Mandel discussed that Creative Blinds’ social media channels spotlight current home design trends, showcase live projects with “before and afters,” and highlight popular products like motorized shades, which she described as “the new normal”. Alysse Asaro shared her personal experience with shutters, emphasizing how quality window coverings enhance a home’s aesthetic. Ms. Mandel explained that while they prioritize the human experience, they also maintain a balanced digital marketing approach, utilizing PPC and SEO efforts.
- Navigating AI in Reputation Management Erika Mandel shared a concern about AI’s impact on online reputation management, noting that Google’s AI mode aggregates old reviews from various platforms, giving them equal weight to current ones, which can be misleading. Her father identified this issue, leading her to consider hiring an AI SEO firm or addressing it on their website. Alysse Asaro acknowledged the importance of AI SEO and advised early adoption, comparing it to traditional SEO where early participants still rank high.
- Advice for Aspiring Entrepreneurs When asked for advice for aspiring entrepreneurs, Erika Mandel recommended “jumping in feet first” and “blindfolded,” emphasizing the importance of not overthinking and allowing answers to emerge naturally. She also highlighted the benefit of simple daily habits like consistent wake-up times and exercise for overall well-being and productivity.