Question

Topic: Strategy

How To Post A New Product Line-make Up

Posted by Anonymous on 3/6/2008 at 2:46 AM ET 250 Points
we are about to launch a new make up line in our catalog. i am thinking of a teaser or marketing campaign on how to launch this new product line. since it is included in our catalog, i want to make an ad campaign first in our branches so the readers may not get surprised that there is already an aditional product line.

pls give me ideas on how to go about this and also the best promo strategy for this product line.

thank you.
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RESPONSES

  • Posted on 3/11/2008 at 3:27 PM Accepted
    Hi. I would try to build up the mystery prior to launch. A lot depends on how you are positioning the new line. Is it a fun new line of make-up designed for teens? Then I would announce it as a a cool new surprise line and offer a sneak peak to customers who sign up for your email list online (if you don't have one, this is a great way to start).

    Or is it an upscale product for the female executive? If it's upscale, I would only announce it as a mystery product and offer a "sneak peak" to loyalty card holders (if you have such a program) or preferred customers.

    A new product launch gives you a great opportunity to leverage your client's curiosity to build greater brand loyalty by making them feel a part of something special. But like I said, a whole lot depends on your brand.

    Regards,

    Alexa
  • Posted by michael on 3/11/2008 at 5:47 PM Accepted
    Do more of your sales come from catalog or branches.

    I would suggest a major push within the branches indicating that the product will be announced/sold in the catalog as of some specific date.

    They can sign up at the branch to get the catalog. It'll be an easy test to see if people would PREFER retail vs catalog.

    Michael
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