Laurel Tielis

Are you flexible? I don’t mean can you do a split, although I’m impressed if you can. Nor do I mean can you touch your head to the floor without bending your knees. That’s great in Yoga class, and I concede, it probably means you’re holding less stress, which is good for both your body and your business.

But in business agility relates to how quickly you can change, whether it’s your merchandise or your marketing, your design or display, to make sure you’re giving customers exactly what they want, when and where they want it.

As business is moving at an unprecedented speed, every company, no matter its size, needs to move just as quickly. If you’re not nimble, you’ll lose sales. Being able to pivot, to change course, has been the key to success for companies from Facebook to Twitter to Groupon.

Now Macy’s is attempting to be more nimble. Recognizing Amazon’s success with its distribution centers located near major population centers, the department store chain has started shipping online orders from the back room of about 35 per cent of its 800 stores. In effect, it’s using them as warehouses to fulfill orders more quickly, and at lower cost. It’s able to do this now because of advances in technology which make it possible to immediately update the status of merchandise.

But even with the improvement in a tech sense, the shift wouldn’t have been possible if that powers that be at the chain weren’t willing to shake things up; if they weren’t open to new possibilities.

And when you think about, why should they make changes. Macy’s has been consistently successful; profit is up a whopping 38 per cent, while online sales have increased by more than one-third. But because they’re savvy, they’re not thinking about what has happened, they’re thinking about the future. They’re making these changes now because they want to make sure of Macy’s continued success.

That’s a good lesson for all of us to keep in mind. No matter how well things are going at any given time, we have to be open to the new. Today, we all have to be futurists.

If you want more ideas about bringing in business, I can help. I’ve been a retail reporter at Women’s Wear Daily and Home Furnishings News, a columnist at the Miami Herald and a correspondent at People.

I’ve also handled the marketing and public relations at major corporations and small businesses. Need a speaker or a consultant? Get in touch at Ask Laurel (one word) at laureltielis.com. Connect with me at LinkedIn, or follow me on Twitter @laureltielis.

Read Ka-Ching! How to Ring Up More Sales, for easy and effective ways to bring in more business.

Copyright © 2012 Laurel Tielis

Laurel Tielis

We are a nation of liars. We lie about our height, weight, age, and income. We tell “white lies” to friends, ” That dress looks great on you,” and we put off people we don’t want in our lives, by claiming to be busy, even when we’re not.

We tell half truths as well. When I wrote the society column for the Miami Herald, I remember a woman saying she had dinner with Luciano Pavarotti the previous night. She had, as one of the 600 people at the charity event. Here’s another way we inflate what we’ve done: A term at a university easily turns into a place where we got a degree–with honors!

So in one sense lying on a resume is no big deal–except when it is–when you get caught. What was Yahoo CEO Scott Thompson thinking, or wasn’t he thinking at all, when the resume with inaccurate information was created? I don’t know. Thompson doesn’t have a degree in computer science, but he makes the claim he does. That’s bad.

Laurel Tielis

Noted football coach Vince Lombardi told players, “If you aren’t fired with enthusiasm, you will be fired with enthusiasm.” Guess what? It’s the same for your retail business.

It’s the enthusiasm you bring to your store and your story that differentiates you from competitors. You can’t be halfhearted at a time when brick and mortar stores, no matter their size, are challenged by online retailers.

Remember Show and Tell?

So how do you let people know how much you value them and their business? You “show” your passion in everything. It’s obvious from the way you listen to and learn from your customers. It’s there in the care you put into merchandising your store and displaying products. It’s apparent from the attractive and eye-catching entryway and window, to the appealing dressing or seating areas, to the cleanliness of your restrooms.

It’s also the way you answer the phone, and how promptly you return messages. It’s in your smile and your service. You show your passion for you business in everything you do.

You also convey the intensity of your connection to your customers by aligning with other retailers in your area, by sharing your expertise through involvement in your community, and by supporting and partnering with local charities.

Tell Your Story to Increase Sales

You “tell” your passion in mainstream and social media. Anything you do that’s out of the ordinary, that contributes to your brand, to making you a destination—whether it’s a theme party, a special service, or a change in your hours or your venue—needs to be written about on Twitter, posted on your Facebook page, shared on LinkedIn and Google +, discussed in your blog, covered in your e-newsletter (extra points for creating a hard-copy one that you distribute in-store and mail out to your clientele), mentioned on your website, and distributed through press releases.

Set up Google alerts so you’ll know when your business is being discussed online. In addition, respond promptly to comments or criticisms on social media. Check your Facebook wall, read tweets that mention you as well as direct mail on Twitter, reach out to Yelpers and Citysearch commentators, and keep your eye on YouTube.

If you’re not happy with a comment, respond to it and see if you can mitigate it. Or, get satisfied clients, customers, colleagues, vendors, and suppliers to post information that supports you.

Want to make people you sell to feel heard? Establish a “moan-phone,” a direct contact line for people to share their concerns or problems with you. If you can’t set up a dedicated line, initiate a specific time for customers to call when they know they can get direct assistance.

You need to be a good communicator to build business. Start with a good story, tell it in an interesting fashion, and keep the focus on What’s In It for the Customer/Client.

Establish one-on-one relationships with a wide range of people–everyone from journalists to bloggers to other influencers; people who are known in the book business as “big mouths.” If you create good relationships with one or two well-known bloggers, you can parlay that to getting attention from others at that level.

Passion pays off in business. When you show customers how important they are to you, you make your store a destination, which generates more traffic and increased sales.

If you want more ideas about bringing in business, I can help. I’ve been a retail reporter at Women’s Wear Daily and Home Furnishings News, a columnist at the Miami Herald and a correspondent at People.

I’ve also handled the marketing and public relations at major corporations and small businesses. Need a speaker or a consultant? Get in touch at Ask Laurel (one word) at laureltielis.com or connect with me at LinkedIn.

For easy and effective ways to bring in more business, follow me on Twitter @laureltielis and read Ka-Ching! How to Ring Up More Sales.

Copyright © 2012 Laurel Tielis

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Laurel Tielis

Chris Brogan has 208,000 followers on Twitter. Dan Zarrella has 50,000 followers. What’s interesting is that both of these men have recently written that while social media is important, email brings in more business.

So while it’s true that social media is growing, and that businesses need to participate in the online conversation to stay front of mind, no one is sure just how much being on different platforms moves the needle on sales. For example, this article in the Wall Street Journal talks about whether companies are getting their monies worth from advertising on Facebook.

Statistics, though, are clear about the strength of email. It leads the way as a method of conversion–turning contacts into customers. It’s a winner because the people on your mailing list have already shown an interest in your business, by specifically allowing you to contact them.

Mother’s Day, Father’s Day, Graduations, and June Weddings

Market analysts are predicting strong sales for the upcoming holiday–Mother’s Day, Father’s Day, graduations, and June weddings. To make sure you get your share of the dollars spent, reach out to your customers and clients through Facebook, Google+, Twitter, and LinkedIn, to find out what they’re hoping to get, and what they’re planning to spend.

That will help you engage with your fans and followers, allow you to ramp up merchandise in areas whose importance you might not have recognized, and serve as the basis of your email campaign.

Use Email to Engage and Convert

Then contact your email list. Let people know what others find hot this year, so they’ll be able to buy while there’s still availability. Provide gift suggestions and let your contacts know about gift cards, layaway (if you’re offering it ), as well as inexpensive fun add-ons.

Send out coupons, info on special offers like BOGOs (buy one get one), or two-for-one opportunities, as well as other promotions that are available in-store or online. Since shoppers generally buy more in-store, offer the option to purchase online and pick up at your store, or create an online contest, where the entry form has to be dropped off at your brick and mortar location.

Let shoppers know if you’re offering free shipping and/or free gift wrapping. Use email to make it clear the last possible day they can make a purchase so their gift arrives on time.

While it’s easy to get carried away with what’s new, it’s a good idea to take advantage of what’s known to work. By activating your email list you’re sure to reach your sales goals and achieve the profits you’ve been working toward. Social media gurus Brogan and Zarrella say so, and they ought to know!

So how important is email to your business? How do you use it to bring in more traffic? Share your thoughts and your tips.

If you want more ideas about bringing in business, I can help. I’ve been a retail reporter at Women’s Wear Daily and Home Furnishings News, a columnist at the Miami Herald and a correspondent at People.

I’ve also handled the marketing and public relations at major corporations and small businesses. Need a speaker or a consultant? Get in touch at Ask Laurel (one word) at laureltielis.com or connect with me at LinkedIn.

For easy and effective ways to bring in more business, follow me on Twitter @laureltielis and read Ka-Ching! How to Ring Up More Sales.

Copyright © 2012 Laurel Tielis

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Laurel Tielis

How did Marks & Spencer, Britain’s largest retail chain, know I’ve got a cluttered closet? I guess I must be just one of many whose purchases exceed the space in their homes.

My solution has been to get rid of something, whether it’s a sweater, a pair of shoes, or even a belt, donating it to a charity, every time I buy something new. Marks & Spencer has now named, and claimed, this kind of behavior.

They’re calling it shwopping and they’ve set up shwop drops next to the cash wrap in all of their 342 stores.

The donated items, which could have been bought anywhere, will go to the international human rights association, Oxfam, to be resold, reused, or recycled. Nothing will be wasted–they’re even asking for used bras, for which there is a need in Africa.

Sadly, the department store chain hasn’t asked me to spearhead the program. Instead, Joanna Lumley, best known for channeling Ivana Trump in her role as Patsy on the television show Absolutely Fabulous, is the spokesperson.

Of course, clearing out closets is not the main concern for creating the fashion initiative. There’s the landfill problem.They’re full!

The company estimates it sells 350 million clothing items a year and that’s a lot of landfill. If customers go shwopping instead of shopping, they’ll reduce it significantly.

Isn’t it nice to know that by simply adding a letter, and emptying a closet, consumers can help the economy and the environment. If you’re a retailer, why not promote the initiative in your store?

If you want more ideas about bringing in business, I can help. I’ve been a retail reporter at Women’s Wear Daily and Home Furnishings News, a columnist at the Miami Herald and a correspondent at People.

I’ve also handled the marketing and public relations at major corporations and small businesses. Need a speaker or a consultant? Get in touch at Ask Laurel (one word) at laureltielis.com or connect with me at LinkedIn.

For easy and effective ways to bring in more business, follow me on Twitter @laureltielis and read Ka-Ching! How to Ring Up More Sales.

Copyright © 2012 Laurel Tielis

Laurel Tielis

Customer engagement is one of the secrets to increasing sales. So if you’ve been looking for an easy and inexpensive way to bring in more business, take a note from this small store that got big benefits by taking advantage of people’s propensity to sit–at their desks, on their couches, and behind the wheels of their cars.

Paul’s Hat Works, a San Francisco-based men’s hat shop owned by four savvy young women, created buzz for its brick and mortar business by inviting neighbors and customers to sit in the front window. Talk about engaging with the clientele!

The small store has been in business on the same street since 1918. The most recent owners, who call themselves the Four Pauls, are Abbie Dwelle, Wendy Hawkins, Olivia Griffin, and Kirsten Hove. They bought the 1,600 square foot shop in 2009 and learned how to custom-craft hats from the previous proprietor. No one, though, has had to teach them how to get the word out. They are mistresses of the art of guerrilla marketing.

Playing on the interest in Mad Men, the TV show about a time in U.S. history when everyone wore hats, they used their front windows–each about four feet by six feet–to set a scene of the 1950s and ’60s. Since women’s and men’s roles were clearly delineated at that time, the two windows were set up to reflect that difference.

The window for women offered a manicure kit, a yarn holder and knitting needles, as well as appropriate reading matter. The men’s window featured an upright typewriter, a pipe, a newspaper, and a glass of scotch (actually apple juice).

The Women’s Window

The Men’s Window

Combining social media with mass media, they invited people to the shop through their page on Facebook, their blog, and by sending out press releases. The idea was people could visit the store, pop on a hat, and take a trip to the past.

The story was written about in the local newspaper, and picked up on a number of blogs. Passersby stopped to look, and to shop. Some offered to window-sit themselves. Word-of-mouth started working.

According to Kirsten, “More people wanted to sit, than there was time.” Sales, she said, increased by about 10 per cent. The Four Pauls found the idea successful enough to plan on making window-sitting an annual event.

Their innovative idea required a minimal outlay of time and dollars, and resulted in ongoing business that continues to pay off. Use it in your store to increase both your sales and your connections with customers.

If you want more ideas about bringing in business, I can help. I’ve been a retail reporter at Women’s Wear Daily and Home Furnishings News, a columnist at the Miami Herald and a correspondent at People.

I’ve also handled the marketing and public relations at major corporations and small businesses. Need a speaker or a consultant? Connect with me at LinkedIn, or follow me on Twitter @laureltielis.

You can also get in touch at Ask Laurel (one word) at laureltielis.com. For easy and effective ways to bring in more business, read Ka-Ching! How to Ring Up More Sales.

Copyright © 2012 Laurel Tielis

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Laurel Tielis

Congratulations! You’ve figured it out, and you’ve chosen the social media platform that best suits your style and your business. The one where your current, potential, and former customers or clients hang out.

Now what can you do so that they know you’re there, and start responding to your tweets, your links, your updates, and/or your comments? Because if you’re not getting potential customers or clients to pay attention to you, to shop at your store, or use your services, there’s really no point to spending time on social media.

Here are five top tips to optimize your time and energy, to achieve social media success

Get ‘Em From the Get-Go

Whatever social platform you’re using, think of a newspaper headline as you create your post. The headline’s few words encapsulate the rest of the message, and tell you if you want to read further. Whether it’s your Facebook, Twitter , LinkedIn, or Google + update, the first couple of words should be interesting enough for a reader to want to know more.

Be Provocative

You don’t have to be a shock jockey à la Howard Stern, or offer nude photos like some British newspapers, to be provocative. Create fireworks and capture attention by offering an opposing point of view to what’s commonly held to be right in your industry. When you show yourself, you build your readership and your business. But remember, no matter what you say, use a cordial tone when you say it.

Be Timely

Tie what you’re writing about, no matter which social platform you’re using, to what’s going on right now. You can do it by covering the world at large, or in your local business arena. But get known as the person who’s on top of things, and people will want to know what you know when you know it. After all, everyone is interested in being first, whether it’s first in line or first with information. Share the inside story, and people will be happy to check out your postings.

Be a Maven

What’s a maven? A trusted expert. You can be one by establishing yourself as an authority in your field. If you’ve been around for years, and you’ve learned from field work, let online readers know about it. If you’re new to the business, but want to quickly get established, follow leaders in your field, curate their material, and quote their most salient remarks. In no time, you’ll have established yourself as an authority.

Learn From Your Followers

You can become a thought leader by reaching out to others for information. As you know, people love to help. Ask questions, takes polls, and run surveys. Give your followers a place to sound off. Most people love putting in their two cents, and they’ll love you for letting them.

Educate, entertain, and inform people on whatever social media platform you’re using. That’s the best way to ensure that they’ll be interested enough to engage in the conversation, and in time, become your customer or client.

If you want more ideas about bringing in business, I can help. I’ve been a retail reporter at Women’s Wear Daily and Home Furnishings News, a columnist at the Miami Herald and a correspondent at People.

I’ve also handled the marketing and public relations at major corporations and small businesses. Need a speaker or a consultant? Get in touch at Ask Laurel (one word) at laureltielis.com or connect with me at LinkedIn.

For easy and effective ways to bring in more business, follow me on Twitter @laureltielis and read Ka-Ching! How to Ring Up More Sales.

Copyright © 2012 Laurel Tielis

Photo:  Fireworks by y ♥ForUrEyeZOnly♥ http://www.flickr.com/photos/forureyezonly/30275623/sizes/z/in/photostream/

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Laurel Tielis

What does social media mean to you? By now, no matter how much of a luddite you are, you know that businesses that use social media are growing. So which social media platforms are you taking advantage of, and how is your strategy paying off?

Do you have a business page on Facebook, and if so, what are you posting?  Have you tried a store? How about Twitter; how often do you tweet items of interest to customers or clients; how many of your followers interact with you?

Google + grabbed a lot of attention when it debuted, and millions of  people signed up for the service, but are you of the ones who actually filled out a profile and use the site to engage with customers or clients? Then there’s LinkedIn. Is it helpful for a business owner, or is it best used by someone looking for a job?

Both YouTube and Vimeo let you  for upload videos. Do you take advantage of them to attract clients or clients? And how about social media’s newest darling, Pinterest? Do you have a picture story to tell, and have you started using Pinterest to tell it?

If you’ve tried one of these sites, a couple of them, or all of them, and you’re still bemused and confused, take heart. Here’s a rundown of the audience of social media sites, and which businesses can best profit from using which sites.

Faceb00k has by far the most users, with more than 845 million on the site. The downside for many business owners, though, is that Facebook is mostly most used by younger people, and they use it to hang out. That’s why a number of major retailers, like Gap, J. C. Penney, and Nordstrom, have closed their shops on the site.

Twitter has 140 million active users who are posting daily; it skews more heavily toward women, and divides about equally to those under 30 and those 30 to 50 years old. If your target market falls into those parameters, that’s where you want to put your energy.

Twitter’s sweet spot is that sending out a tweet takes a minimum amount of time because you’re limited to short comments, the pithier the better. By checking out the hashtags that apply to your area of business you can find followers. The next step is converting them to customers or clients.

Google + is male dominated at this point–its 100 million users is made up of two times more men than women. Unsurprisingly, most of them are techies. Although anyone discounting Google’s power and reach would be foolish, currently it’s most valuable if you’re involved in the population it serves.

LinkedIn users are divided almost equally between men and women, the majority between the ages of 25 and 55. Its biggest benefit is allowing you to easily reach out and connect with other people who share your mindset and your business goals.

If you see the value of television as a promotional tool, now’s the time to upload videos to YouTube or Vimeo. As actual TV watching declines, these sites have grown. More than two-thirds of the populations tune in, men more heavily than women. The secret to gaining viewers (who will in time become customers or clients), is starting with a good story, one that benefits your audience. Create engagement, and don’t worry about production values.

Social media’s newest darling is Pinterest, a virtual pin board. Just think old-time cork bulletin board, the place where you thumb-tacked items that were important to you or ones that interested you, and you’ll understand its currency. Today, most of its users are young women; they pin items related to weddings, like apparel, accessories, and gift and home. If you manufacture or sell these products, Pinterest is the place for you.

The best thing about social media is that it’s a two-way conversation. In short order, you discover if what you’re doing benefits your business. If you’re using a platform that isn’t reaching your audience, or if your uploading information that doesn’t interest it, there are a lot of options you can explore, with new ones coming along daily.

If you want more ideas about bringing in business, I can help. I’ve been a retail reporter at Women’s Wear Daily and Home Furnishings News, a columnist at the Miami Herald and a correspondent at People.

I’ve also handled the marketing and public relations at major corporations and small businesses. Need a speaker or a consultant? Get in touch at Ask Laurel (one word) at laureltielis.com or connect with me at LinkedIn.

For easy and effective ways to bring in more business, follow me on Twitter @laureltielis and read Ka-Ching! How to Ring Up More Sales.

Copyright © 2012 Laurel Tielis

Photo: You Look Confused and You Don’t Know What to Do by Alex Bellink http://www.flickr.com/photos/zbellink/5076824636/lightbox/ 

Laurel Tielis

Does going green get a business out of the red and into the black? Will it bring you more shoppers? Clearly, it depends on the customer base, but more people are becoming conscious of the need to make better use of resources by conserving energy.

So what’s the best way for you as a retailer to go green and drive traffic to your store? Start by thinking in terms of words beginning with the letter R. Reduce, reuse, recycle, repair, and if you want to make sure to captivate customers, don’t forget reward (because I assure you, they won’t).

R Words Rock

Ours is a country where we need to reduce everything–from waste to waists. If you sell apparel, you can start a club where shoppers meet weekly to share diet tips. You can go green by serving greens.

The reward to you? Weekly trips to your store. The reward to customers? A discount of 5 percent when they lose 5 pounds, 10 percent when they lose 10 pounds, and so on. It’s definitely the season to do this, with summer fast approaching, and low prices on fruits and vegetables.

Own a restaurant, a gourmet retail shop, or do you sell meals from a food truck? Reduce waste by encouraging customers to reuse products like plastic spoons, forks, and glasses, as well as wooden chopsticks. The reward to you? A savings on the cost of doing business. The reward to customers? A coupon or discount on their next meal.

Are you an indie bookstore owner? Sponsor a Bring a Book, Take a Book evening, so that people can recycle their old books, giving away ones they’ve read and taking others that are new to them. Once they’re there, most people will browse and buy a book or books from you. That’s your reward. The reward to them is wine and cheese, or coffee and cookies, as well as a discount on any purchases.

Do you sell housewares or home goods? Reward customers who buy reusable linen dish towels or cloth napkins with a gift with purchase. How about napkin rings or a towel holder?

Host a Repair Fair

If you’re an independent hardware store owner, have a Repair Fair for broken items. From sunglasses that need an ever-so-tiny screw replaced, to rewiring lamps, changing plugs, or fixing zippers on suitcases, briefcases, and handbags, shoppers will seek out your services.

Charge a fee if they want to keep what they’ve brought in once it’s fixed, or give them a discount on a new purchase. In either case, donate the takings to a charity of your choice. You’ll increase the opportunity of getting coverage for your business in the media, and elevate your standing in the community.

Jewelers can restring inexpensive necklaces (or teach a class to show shoppers how to do so), replace clasps, and clean rings and things to update their look. Again, charge a fee to those who want to keep the items, and give a discount on new purchase to those who donate.

The reward to you is renewing contact with your customer base as well as bringing new customers into your store. And, once again there’s the possibility of publicity for your donation to a non-profit. The reward to customers is spring cleaning their jewelry boxes of old items, and replacing them with new ones at a good price.

Are you a wordsmith? If you own a writing service, jump on the reuse, recycle, repair bandwagon by offering a special price to rewrite or update resumes. With the economy doing better, more people are thinking about changing jobs. The reward to them is the potential of a better job. The reward to you is untapped business.

If you want more ideas about bringing in business, I can help. I’ve been a retail reporter at Women’s Wear Daily and Home Furnishings News, a columnist at the Miami Herald and a correspondent at People.

I’ve also handled the marketing and public relations at major corporations and small businesses. Need a speaker or a consultant? Get in touch at Ask Laurel (one word) at laureltielis.com or connect with me at LinkedIn.

For easy and effective ways to bring in more business, follow me on Twitter @laureltielis and read Ka-Ching! How to Ring Up More Sales.

Copyright © 2012 Laurel Tielis

Laurel Tielis

Please say a fond farewell to retail. Because retail as we’ve known it, is gone. Certainly, the old attitude of “It’s on the floor, so we’re done” is gone, and in that case, good riddance. While that might have worked when there was only one store in town, now, no matter how small a town is, competition comes via the Internet.

So what can you do to ensure that your business stays rock solid? Engage in exceptional customer service. It will be the differentiator between those stores that stay, and the ones that go away.

But if you’re a small business with a small budget, how can you offer exceptional service. Filmmaker and Webby founder Tiffany Schlain has the answer. It works equally well online or off.

She says the best way to get the people you want involved in your projects or your business, is by offering them a “love sandwich.” Here’s how to make one.

Recipe for a Love Sandwich

Step one is by giving some love, the second step is asking for what you need, and the last is finishing off with a heaping portion of love on top.

Here’s how it works when people come to your store. Start by making them happy. Do it by saying Hello when they enter, and be really friendly when you do so. After all, you are happy to see them; without them, you have no business.

Offer a small compliment (if it’s sincere), and give them something simple. Trader Joe’s does it with its food and coffee bar, and you can do something similar. Make sure you tell them, Help yourself, so they feel comfortable doing so.

Then ask for what you need–in this case it’s the sale. Do that by asking whether they want to look around or whether they want help. If they want help, don’t point and don’t tell what aisle it’s on. Take them straight to what they want, and if you stock several different models of what they’re looking for, clearly explain the differences to them. That shows shoppers that you appreciate their business, which makes them more inclined to buy from you.

Then finish up with love. You can do that by complimenting their taste or their savvy, by wrapping their purchase carefully and beautifully, and by placing it in a shopping bag that you’re proud of (after all, it has your name on it!), and that they’re proud to display.

When you take care of people, they take care of you. By offering exceptional, caring, customer service, you show the value of your business and you bring in more. Find more suggestions on How to Drive Traffic to Your Store here.

If you want more ideas about bringing in business, I can help. I’ve been a retail reporter at Women’s Wear Daily and Home Furnishings News, a columnist at the Miami Herald and a correspondent at People.

I’ve also handled the marketing and public relations at major corporations and small businesses. Need a speaker or a consultant? Get in touch at Ask Laurel (one word) at laureltielis.com or connect with me at LinkedIn.

For easy and effective ways to bring in more business, follow me on Twitter @laureltielis and read Ka-Ching! How to Ring Up More Sales.

Copyright © 2012 Laurel Tielis