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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 identifying,

satisfying and anticipating customer requirements profitably”

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What will we cover?

Market Research / Advertising / Online / Direct Marketing / PR

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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!)

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Tip 2: Make your brand memorable

http://www.youtube.com/watch?v=ow9qNEIV2sw

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Tip 3: When launching a new campaign, AIDA rules

Global branding: Clinique’s international campaign in South Korea, India and France

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Tip 3: When launching a new campaign, AIDA rules

Global branding: Nivea’s campaign in the UK, India and The Philippines

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Tip 3: When launching a new campaign, AIDA rules

China: From advertorials to endorsements and sophistication

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Tip 3: When launching a new campaign, AIDA rules

India prides itself in its heritage; The Philippines are embracing social media

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Tip 3: When launching a new campaign, AIDA rules

South Korea:

High tech and

innovative

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Tip 3: When launching a new campaign, AIDA rules

Europe (UK, Germany, Russia) : Social media-friendly, contemporary, technical

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Tip 3: When launching a new campaign, AIDA rules

France: Varied, confident and oozing sex appeal

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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)

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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

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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”

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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

• 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!

ranking

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Tip 6: Social Media is not a sales tool!

• Don’t do 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!

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Tip 6: Social Media is not a sales tool!

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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!

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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

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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

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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

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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

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THANK YOU! For more information and a copy of the presentation,

visit: www.in-cosmeticsasia.com/manilamarketing

Any

questions?