Marketing Case Study For Group Events: Glamour Cosmetics
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Transcript of Marketing Case Study For Group Events: Glamour Cosmetics
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Marketing Case Study For Group Events: Glamour Cosmetics
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•Jennifer Quitman became an Independent Consultant for Glamour Cosmetics in 2007.
•The Santa Monica, CA-based businesswoman saw Glamour Cosmetics as a great business opportunity.
•Jennifer began reaching out to her family and friends, and in just two months, she’d built a clientele of over 50 people.
Background
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•Quitman decided to advertise her business, purchasing a pair of car magnets to place on her SUV
•She also ordered a set of Glamour Cosmetics business cards.
•The total expense for these two advertising mediums was $150.
•The cards and the magnets were successful at bringing in 20 more clients.
Marketing Strategy
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•Jennifer consulted her Glamour Sales Director, Laura Fontaine, who suggested incorporating group parties into her schedule.
•Having only booked one-on-one appointments, Quitman saw parties as a great opportunity to grow her business.
•She added a car window decal to her vehicle which said “Book a party and receive a free makeover!” along with her picture, phone number, and the Glamour logo.
Inclusion of Group Parties
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•Within a week of installing the car window decal, Jennifer had booked three parties, two of which were from new customers.
•For an expense of $125 (for the car window decal) as well as $100 in free product per hostess, the parties resulted in $2000 in revenue.
•With a 50% profit margin, that’s a pretty good result!
Results
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•The three parties brought Jennifer 32 new clients.
•20 of these clients booked immediate follow-up appointments, and 2 booked their own parties.
•Jennifer is thrilled with the result as she has realized that when people get together, they spend more.
Results
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•The best way to reach a new client is to offer them a promotion, which lessens the initial risk. •Recognize the lifetime value of a customer. Don’t “sell” so hard that you gain new business and then immediately lose it.
•Gathering customers in groups is a great way to increase sales for your business. Having a party creates a fun atmosphere with less pressure on “sales,” which come more-naturally as the party attendees participate together.
Recommendations
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