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Marketing Case Study For Group Events: Glamour Cosmetics
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Marketing Case Study For Group Events: Glamour Cosmetics

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This is a marketing case study on the effective use of group events to reach new clientele. It outlines the case of Jennifer Quitman, a consultant for Glamour Cosmetics and covers the details of a new …

This is a marketing case study on the effective use of group events to reach new clientele. It outlines the case of Jennifer Quitman, a consultant for Glamour Cosmetics and covers the details of a new group party campaign, including the results of the campaign in terms of number of clients and increased revenue.

Published in: Business, News & Politics

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  • 1. Custom Window Signs, Car Signs & Banners
    www.signazon.com
  • 2. Marketing Case Study
    For Group Events:
    Glamour Cosmetics
  • 3. Background
    • 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.
  • 4. Marketing Strategy
    • 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.
    • 5. The total expense for these two advertising mediums was $150.
    • 6. The cards and the magnets were successful at bringing in 20 more
    clients.
  • 7. Inclusion of Group Parties
    • 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.
  • 8. Results
    • 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
    • The three parties brought Jennifer 32 new clients.
    • 9. 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.
  • 10. Recommendations
    • 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.
  • 11. Feel like an expert now? Great!
    Order your window signs today at
    Still have questions? We can help!
    Visit us online at www.signazon.com