Slide 1 Supported by 10 Marketing Tips To Promote Your Cosmetic Brand Effectively Ivan Rahal, Marketing Manager, in cosmetics Asia A definition of marketing “The management process responsible for ide.
10 Marketing Tips To Promote Your Cosmetic Brand Effectively Ivan Rahal, Marketing Manager, in-cosmetics Asia Supported by: A definition of marketing: “The management process responsible for identifying, satisfying and anticipating customer requirements profitably” Supported by: What will we cover? Market Research / Advertising / Online / Direct Marketing / PR Supported by: Tip 1: A marketing person’s opinion doesn’t matter • Identify your target audience • Research your direct / indirect competition • Gather published (free) information • Run surveys (quantitative & qualitative) • Run focus groups • Track (inconsistent) behaviour • Trust your instinct (sometimes!) Supported by: Tip 2: Make your brand memorable http://www.youtube.com/watch?v=ow9qNEIV2sw Supported by: Tip 3: When launching a new campaign, AIDA rules Global branding: Clinique’s international campaign in South Korea, India and France Supported by: Tip 3: When launching a new campaign, AIDA rules Global branding: Nivea’s campaign in the UK, India and The Philippines Supported by: Tip 3: When launching a new campaign, AIDA rules China: From advertorials to endorsements and sophistication Supported by: Tip 3: When launching a new campaign, AIDA rules India prides itself in its heritage; The Philippines are embracing social media Supported by: Tip 3: When launching a new campaign, AIDA rules South Korea: High tech and innovative Supported by: Tip 3: When launching a new campaign, AIDA rules Europe (UK, Germany, Russia) : Social media-friendly, contemporary, technical Supported by: Tip 3: When launching a new campaign, AIDA rules France: Varied, confident and oozing sex appeal Supported by: Tip 3: When launching a new campaign, AIDA rules Effective ads follow the AIDA principle: • Attention: Catch their attention (lay-out/colours) • Interest: Kindle their interest (prestige, demonstrable benefits, involve them) • Desire: Create a desire (endorsement, product scarcity, solves problems) • Action: Call them to action (eg offer but limited) Supported by: Tip 4: In-store, don’t go by appearances • In-store the AIDA principle applies, too • Be distinctive, not interchangeable (avoid “saming”) • Packaging needs to work hard: appeal, protect and conform • Packaging needs to be designed for consumers but, primarily, for shoppers • On the shelf, packaging needs to communicate Special Thanks to Engage Consultants: www.engageconsultants.com Supported by: Tip 5: Website content is king but make sure it is signposted! SEO: To get your website to rank high, you need to optimise it for search engines: Search for “Google Keyword Tool” Make your content -and keywords- relevant, discoverable and “crawlable” Supported by: Tip 5: Website content is king but make sure it is signposted! Improve your • Get the coding right • Get the loading speed right! • Make navigation easy • Get inbound links from trusted sources • Research your keywords Supported by: ranking • Monitor your high-ranking competitors! • Use keywords high up and “frontload” • Get content and keep it fresh • Build a sitemap • Tell search engines where you are! Tip 6: Social Media is not a sales tool! • Don’t it for the sake of it – plan campaigns • Get the icons (including Google +) on your site • Be prepared to respond 24/7 • Use it for feedback (positive / negative) • Use it for competitions / giveaways • Research what your customers like / want • Don’t just ask people to Like - reward them for it! • Identify influencers / brand advocates and engage • Be followed – more than follow • Produce content – blog your way to success! • Measure its impact! Supported by: Tip 6: Social Media is not a sales tool! Supported by: Tip 7: e-mail is dying but it may still work for you • Ensure your database is opt-in / clean • Test emails / content / timings • Ensure you subject line is enticing • Don’t get caught in spam filters (no “Free! Act Now! Win! Risk-Free”) • Personalise the content where possible • Keep it relevant at all times • Promote key content at the top • Avoid putting images at the top (if graphics are off) • Measure success (open rates, click-throughs, bounce rates) and act on it! Supported by: Tip 8: Capitalise on Direct Marketing’s revival • Get the right (clean) lists • Segment lists and offers (if possible) • If high value client, FEDEX or DHL • Combine with other communications • Don’t make it look like DM (if possible) • Keep it short and intriguing • Promote the benefits, not the features • Include a limited time offer / deadline • Include testimonials - from real people 41% of Filipinos are “perceived value seekers” (vs new brand enjoyers) They want value for money and an emotional connection from their brands, not just the cheapest product or top brand* *Source: Grey Group Supported by: Tip 9: Public Relations – Be gentle with / helpful to the media • Go on a media training course if possible • Find out who the best media contact is • Understand them and their titles • Journalists are busy • Keep your pitch short and relevant • Offer exclusives • Ask them what they’re working on • Come up with ideas for stories • Don’t send attachments! • If you don’t know, say so • Follow up! • Be reliable and respond fast Supported by: Tip 10: Networking and raising your profile = helping people • Memorise names • Understand your industry • Use Linkedin effectively • Network cleverly • Join industry associations • Attend trade shows and meet the experts • Attend training courses • Speak at events • Offer your services as an expert • Write for the media Supported by: Conclusion – 10 Tips in brief •Tip 1: Research your customers to identify, satisfy, anticipate – profitably •Tip 2: To achieve brand recognition, stand out and be bold •Tip 3: A good ad is about Attention, Interest, Desire and Action •Tip 4: Shoppers are not always customers •Tip 5: Good coding, content, keywords & inbound links = Google ranking •Tip 6: Quality social media = planned engagement, not selling •Tip 7: Good email = tested, segmented, right format, personalised, relevant •Tip 8: Effective DM = good data, good offer, limited availability •Tip 9: Get on the right side of the media – understand them, support them •Tip 10: Best networkers help people; raise your profile by attending events Supported by: THANK YOU! For more information and a copy of the presentation, visit: www.in-cosmeticsasia.com/manilamarketing Any questions? Supported by: ... your services as an expert • Write for the media Supported by: Conclusion – 10 Tips in brief •Tip 1: Research your customers to identify, satisfy, anticipate – profitably •Tip 2: To achieve brand. .. but make sure it is signposted! SEO: To get your website to rank high, you need to optimise it for search engines: Search for “Google Keyword Tool” Make your content -and keywords- relevant,... on your site • Be prepared to respond 24/7 • Use it for feedback (positive / negative) • Use it for competitions / giveaways • Research what your customers like / want • Don’t just ask people to