G2G Marketing is Winning Her Over


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G2G Marketing is Winning Her Over

  1. 1. MARKETING matters by alisa marie beyerG2G Marketing is Winning Her OverGirlfriend-to-Girlfriend (G2G) communications have proven to be a strong motivator for women to try a new brand, dump theirold brand and recommend (or not recommend) a brand to a friend. It’s also proven to help move products faster and build upthe bottom line of a beauty brand just as effectively as traditional marketing methods.I n the May 2006 “Marketing Matters” column, a beauty brand to others” ranks in the top beauty purchases, you would have been met I wrote about understanding the power five definitions of what it means to be brand with a great deal of skepticism. of G2G, focusing on women-to-women loyal. (See Figure 1) A woman’s passion for Today, findings from the 2007 Pink Report:recommendations and how they’re gaining in sharing her life experiences is emerging as Beauty and the Blog report:importance for beauty marketers worldwide. a powerful force in shaping beauty productThe Benchmarking Company’s research showed • More than 27% of women have posted a opinions and buying habits, and the globalthat 64% of women recommended beauty comment about a beauty brand on a message forum of the Internet is one means ofbrands to girlfriends on a regular basis, and 17% board, social networking site or blog. broadcasting their strong voices.received beauty advice from their girlfriends. • 67% of women who participate in these sitesThus far, 2007 research indicates that those are more likely to buy a beauty product ifnumbers remain stable and reveals more about Sister Helping Sister—The they read a good comment or review aboutthe reasons why women value G2G beauty Internet as Unbiased and it from their fellow consumers.brand recommendations and which avenues Trustworthy • When they participate in a blog or join athey’re using most to get the word out. social networking site, 34% look to those Recommendations that women give to A decade ago, if you were to tell a beauty sites for trusted advice when it comes toone another are a key component of their brand marketer that blogs, social networks, beauty buying.individual definitions of brand loyalty. message boards, and Internet retailing andAccording to The Benchmarking Company’s beauty specialty sites were going to become • 50% of women ages 18–29 trust blogs,2007 Pink Report, Survival of the Prettiest: important channels for women to gather, message boards and social networking sitesFace and Body Skin Care, “recommending discuss and heed advice from one another on as a main source for beauty advice. Figure 1. **32    Marketing Matters      GCI October 2007
  2. 2. • 54% of women feel they’ve made smarter Make it Personal—G2G The G2G experience needn’t be quite so buying decisions since they started elaborate—it just needs to get women talking visiting blogs, message boards and social Events that Work about the brand and feeling a part of the social networking sites. In addition to using every aspect of the beauty fabric. Many ideas that work are simple,• 59% of women feel they get unbiased Internet to help women to meet and discuss such as incorporating a beauty “club” for your information on consumer-oriented blogs beauty issues with others, successful beauty brand where women can continue to talk to and message boards that they can’t find marketers are also creating and promoting each other about the products and receive anywhere else. in-person events that turn a regular retail more personalized marketing messages at the experience into a social event among same time. Olay is one example of a club that Video sharing Web sites are proving to be girlfriends. works for this purpose online.an important G2G medium as well. On anygiven day, YouTube or Google Video will aireveryday women in roles as “beauty mavens,”with videos showing their fellow females tipsand tricks for applying makeup for certainlooks or special occasions. While many ofthese online divas create these homemadevideos themselves, they are no less effective inpassing on beauty tips (and brands they love)as a means to help other women.50% of women (18–29) trustblogs, message boards andsocial networking sites asmain sources for beautyadvice; 34% look to thosesites for advice when itcomes to beauty buying.Build on Emotion—G2G isAlso About the CompanyWomen are just as enthusiastic about gatheringto discuss beauty products as the sociallyresponsible corporations that make them. Arecent YouTube search listed 54 individualAvon “Walk for the Cure” videos, wherewomen chronicled their walk adventures forothers to see. Many proud and teary momentsproclaiming “we made it!” at the finish linemake for lasting and positive impressions ofthat beauty brand and its cause. 1-800-SURPLUS Dove has also successfully tapped into the 1-800-787-7587creative, philanthropic and emotional minds ofwomen with its Campaign for Real Beauty. Thecompany’s Web site includes numerous G2Gcommunications tools—including an open(and not company-directed) blog, a place forwomen to upload and share essays and storiesrelative to beauty and the campaign, and a Visit Us On-line: www.mckernan.complace for women to donate to the Dove Self- North America, South America, Europe, Asia & Middle East - Call 775-356-6111Esteem Fund as a way to help younger womenwith their feelings about beauty issues.www.GCImagazine.com  Marketing Matters    33
  3. 3. MARKETING matters Figure 2. ** What do you call a fragrance partner with big-company resources and small-company values?34    Marketing Matters      GCI October 2007
  4. 4. Similarly, luxury apothecaries and spas often * The Pink Report is compiled from Pink Panelhave clublike status for frequent patrons, who Girlfriend groups are a surveys. The Pink Panel is a nationwide networkare invited to events where they can meet and of women who take beauty research surveysmingle for exclusive on-site parties, sessions casual, more intimate focus online to reveal what consumers of female beautywith renowned makeup artists or intimate products want.settings for group spa services. group type of research Beauty brands that effectively use G2G conducted in a woman’s ** The data in this article has been taken directlycommunication tools are becoming brand from Beauty and the Blog, an April 2007 Pinkfavorites. Brands like Olay, Bath & Body home where questions are Report, and Survival of the Prettiest: Face and Body Skin Care, a July 2007 Pink Report, consumerWorks and Dove lead the pack as beauty asked and beauty products research reports driven by results from thebrands that both lead in brand conversion(converting one-time triers to faithful buyers) are sampled among her women-only, permission-based Pink Panel andand as brands recommended most. Survival other sources. and her friends.of the Prettiest: Face and Body Skin Careindicates Bath & Body Works has the highest Revisit the May 2006 Marketingrecommendation rating at 13% of women as an important part of its clients’ research Matters column, Understanding the Power ofrecommending it to a friend, followed by arsenal. Girlfriend groups are a casual, G2G, online. n GCIOlay with 10%, Avon with 9% and Dove more intimate focus group type of researchwith 8%. (See Figure 2) conducted in a woman’s home where questions are asked and beauty products are sampled AlISA MArIE BEyEr is CEO of among her and her friends. Mimicking true The Benchmarking Company (TBC), a researchGet a G2G Group Perspective female shopping patterns and the important and branding firm focused exclusively on role that friends and family play in beauty the beauty industry. TBC’s women-only, permission-based Pink Panel provides beautyIn addition to traditional online surveying, purchasing decisions, this type of research can consumer data for the award-winning Pinkfocus groups and other market research provide a valuable baseline of understanding Report, the quarterly research report that reveals what consumersmethods, The Benchmarking Company has of women’s beauty buying patterns, brands of female beauty products want, what they’ll buy and why.increasingly embraced G2G communications they love and recommend, and why. E-mail: alisa@benchmarkingco.com, www.benchmarkingco.com You call us... Discover us at www.agilexfandf.comwww.GCImagazine.com  Marketing Matters    35