Know-How Exchange : Advertising/PR

The questioner is asking a sincere question which, however naive it might be, deserves an answer devoid of sarcasm . . . one that doesn't make her feel like she asked a stupid question. She joined MP about 6 weeks ago and this is her second question . . . why not give her an answer intended to illuminate rather than humiliate? To use this as a way to teach instead of just more target practice?

(Ann, Allen et al you can whack all that from the post if you choose but I'm responding not to this one answer but a palpable pattern that helps no one)

Now, on with my contribution.

Is this client simply another cosmetic store in another strip mall? Or is it part of a chain with a brand name (eg Sephora or something). If the former (which is what I think it is), a Media Event is not going to be easy.

I'm not sure how "just another" cosmetics store is going to gather enough juice to get even C list celebrities to lend their names (remember as well, celebrities expect compensation for endoresements). And beauty magazines (are they thinking Glamour and Allure etc) might be an unrealistic target for press coverage since they are national not local.

What might pique the interest of local news is something that involves community service--don't think about giving something to the newscaster (who after all has professional makeup people pampering him or her every day) but, rather, to people in the community for whom it would provide value (eg, a makeover for people going on a job interview, free hair care products for a family whose home was damaged . . . that kind of thing).

Since cosmetics are a luxury item (hard to connect the dots between a single parent struggling to support four kids, and good foundation and blush) you might want to expand the notion to include other businesses in the area (if it's in a mall are there other stores--food, dry cleaning, healthcare/vitamins in the same mall) that would join in? It will not dilute the effectiveness for your client to have others participate if it is clear that your client is the organizer and leader of the program (that's your job Dem).

The cost of giving away the products would be, I bet, less than the cost of catering an event.

Hope this helps.

How about instead of celebrities, get a celebrity makeup artist to come in and teach a free class using your makeup. Pay their day rate and ask them to demonstrate techniques on a few audience volunteers. You can also have pampering stations around the place with 15 minute chair massages, mini-facials, manicures, etc. Make sure everyone gets a coupon for a future purchase and one to pass along to friends. Collect names of attendees to add to your mailing list.

As far as the media - if your MUA works on a particular show (makeup artist for Soap Operas or makeup artist for a certain celebrity) you can make a story out of that. Also promote that these are celebrity makeup tips for everyday people. List a few tips on a media tip sheet so they can run them along with the news story. Offer the makeover to one reporter.

Good luck!