Have you ever went to a store and wondered why a company would add a certain feature to a product? Why it’s not selling as much as projected? Let’s blame marketing research! This research is the most important step to run a marketing campaign, honestly is it “THE” step to running a successful campaign. Without proper research you won’t be able to understand what your target audience is looking for and what problems will need to be solved.
A great example of marketing research being conducted properly is the makeup brand, Fenty Beauty created by music artist Rihanna. In 2015, before the launch of Fenty Beauty, many women had the problem of finding their exact make up shade. The beauty industry was known for its lack of proper representation, especially for dark skin tones. Research was conducted to find out exactly what make up wearer wanted from a brand new makeup line. Fenty Beauty was released in September 2017 with the slogan “beauty for all” which included 40 foundation shade choices. According to Vogue Fenty Beauty made $100 million in sales in its first 40 days. Now that’s Marketing Research Done Right!
The perfect campaign for a Marketer is to promote a product that speaks for itself. A product that has been tested and has the highest quality when it comes to customer assurance. Now, why is this product so great? According to the Visual Design book by Krause there are elements that are used to make your final products more appealing, value and consistency. Value is actually putting forth the effort to create a higher substance when it came to the product. For instance, a chef can make a regular omelet which is mediocre, but, to add value to the omelet, the chef can add spices, and fresh ingredients, such as onions, tomatoes, peppers and cheese. Consistency is ensuring that the chef can recreate the same recipe with the same result.
The main difference between the two elements is that value can always be increased to make the product better. The value can also add to the price of the product as well. By contrast, consistency is ensuring that value is replicated to its highest quality. Consistency can be increased or maintained by following a certain formula by the products manufacturer. The main reason why the combination of these two elements are a marketer’s dream, is that it allows for the product to sell itself. If you are campaigning for a product that has great value along with ensuring each product created maintains the same value, it becomes easier to market. Think about the iPhone, a product with amazing value, including sleek functionality, great picture quality and the best operating features. Not only that, but each iPhone created in that series have the same functionality which shows consistency. Value + Consistency = Marketers Dream.
I remember when I was a child, and every time I would go out to the mall, grocery shopping, or even a restaurant, my mom would give me a stern look and say, “You better not act out in public!” At a young age I was taught the difference between how I would act in public (professional) and how I would act in private (personal). When it comes to branding yourself personally and professionally we need to be able to separate the two. Would you behave in same manor or express your personal views in a public event? I would think not. Let’s look at President Trump as an example, his personal opinions about women and minorities have affect his professional standing as a The President of the United States. His approval rating has declined and now the nation is in its longest Government Shutdown in US history. Ultimately, your personal view can drastically affect your professional branding, especially if it’s a non-popular, or controversial opinion. So, if you’re planning on continuing with your professional career, make sure to separate your personal and professional opinions.
Marketing Communication is defined as, using messages/media to communicate to your target market. For instance, if a company posts imagines on Instagram they send a message to their followers to interpret. Sometimes, these messages can be misinterpreted. In January 2018, the clothing company, H&M became under fire, because a young African American model was posted on their website wearing a green sweatshirt with the printed words of “Coolest Monkey in the Jungle”. What message do you think this image sends to its audience? Some may say “it’s not a big deal” others have completely boycotted the brand because of its seemly racists imagery.
Another example is the more recent 2018 Nike Ad Campaign with professional football player Colin Kaepernick. The Ad states “Believe in something, even if it means sacrificing everything.” Is this campaign controversial? Is it inspirational? Even though Nike sales have increased by 31% , is it worth the negative backslash from our own President ? Trying to interpret a marketing campaign is extremely difficult, because we can’t truly understand how our audience views the message. Only if marketing communication was like today’s cellphones, where we send out a great advertisement with no miscommunication and simply got the response “Message Received.”
We all know the term HPIC “Head Person In Charge” which is who we all strive to be. Let’s revamp, change, and kick this concept up a notch, to include marketing leaders with in the beauty industry. When it comes to leading a marketing department there are three main concepts we all need to understand.
Know Yo Shiz As a leader you need to know all aspect of the industry you’re in. Start with understanding keywords or what language your industry communicates in. Know what baking, strobing, cut crease, and “eyebrows on fleek “all mean. Understand the difference between having a beat face, and getting beat in the face.
Waiter Please!! Being a leader means you have to serve your team as a confidant and that liaison between the team members and upper management. The last thing your team needs is to feel as if they are unappreciated or taken advantage of. Become that Superman to their Lois lane.
You Can Do it ! Leaders are to inspire, give their team mates the ol’ pat on the back when needed. Make sure that as a leader you practice what you preach to give your team members someone to look up to. Make sure you come to work on time, give your best effort, and go over and beyond the call of duty to make sure work is completed on time. If you apply these three main concepts you too will become the HMLIC.