Question

Topic: Advertising/PR

Whats The Best Way To Advertise A New New Treatment For Stretchmarks?

Posted by Anonymous on 8/3/2004 at 8:08 AM ET 200 Points
hello all,

i came across this site a while ago and as i need some advice i thought i would get your views.

i am 26 worked in retail all my life and have little practical pr/advertising experience of any kind.i was introduced to a french company that manufacture treatment systems that remove stretch marks.
basically it is like a salon treatment but you can do it at home and the customer isnt just given a cream (which dont tend to work anyway) the customer also gets a mini micodermabrasion kit plus the after cream.

i think this is what makes the treatment unique,as usually women just relay on a cream to remove the stretch marks.my target group will be women-from early 20's i think.i have found that one of the things that women are most concerned about during pregnancy and after is the marks that are left on their bodies after having their kids.

the other group i could target are people who have lost weight and have stretch marks due to this.some teens also experience stretch marks but i am unsure if they would buy this product.

i have been unable to find a comparable product already on the market,and similar treatments cost a fortune in salons.i have done the research with regards to importing the stocks but have little creative ideas as to marketing.

i thought of placing ads in local papers-but my greatest worry is the right people wont see it and hence will be a waste of money,ads in national papers i just cant afford at the moment.infact although the product is backed by medical testimonals i just cant see how to best market the product on limited means.

i have thoought about waiting,getting more money together, but by then someone else may be importing it as the manufacturers arent going to wait around for me and they will be going to various trade exhibitions soon.just getting a few initial sales would be a great confidence boost to me,i have puzzled over this for a few weeks now and at the moment i am thinking may be i should leave this to more experienced people and just get on with my job???

even placing a series of 3 ads in womens mags would cost a fortune something i didnt realise,i like to think i could a run an ecomonical business(been to a few night classes and really enjoyed meeting like minded people) and make a decent living from it but advertising/marketing is beyond me-do you guys think i should purse or leave this?

any advice would be welcome.sorry for the long post.
thanks,debbi.
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RESPONSES

  • Posted by SRyan ;] on 8/3/2004 at 5:26 PM Accepted
    Debbi, welcome to the KHE, and thanks for putting so much thought and time into your question.

    Devoting yourself to a new business is exciting stuff, especially when you are a big believer in your products and you know your customers inside-out. It's never, ever easy, though... and you really need to have other means to support yourself for a year or two AND have enough money to do the necessary marketing and distribution. (Ads aren't marketing, by the way!!)

    Unless you can structure a financial partnership with a salon or with the manufacturer, this doesn't sound like the best opportunity for you to pursue. Keep your mind and spirit open for the next one, though!

    ¤ Shelley ¤
  • Posted by Deremiah *CPE on 8/3/2004 at 7:10 PM Accepted
    debbi,

    I wish we had more who put time into your post like you did. A very interesting product but to answer your question honestly debbi I would not venture into a selling job with the kind of product you're trying to get the public to buy unless I used it myself and it worked. And right now you are the only one who might be able to answer this question. debbi does it work? Have you used the product with great results? These are the questions that come to mind when I'm buying something. I hope this helps you. The good news is you're so much closer now to what you need to do in life. Remember to focus on your passion and if helping women and teenagers get their stretch marks to disappear is your passion I say go for it? But if it's not Get up and Go for your Passion! Is there anything else I can do for you?

    Your Servant, Deremiah, *CPE (Customer Passion Evangelist)
  • Posted by Mushfique Manzoor on 8/4/2004 at 11:23 AM Accepted
    Dear Debbi

    I agree to Deremiah's asking question "does it work", Have you tried & Tested it yourself and u are convices of its performance and results??

    if yes then i suggest you to do the following (although i am not an expert). I dont know how much it costs you to put Ad in women's magazine or newspaper, but i suggest you not to. rather than that do

    - enter into a contract with a fitness center frequented by new-moms and demonstrate target customers the UNIQUE-NESS and userfriendliness of the product along with a comparison of other existing products.
    - make sure you show consumer your product features against existing "only creams".
    - make sure you show them a simple cost benefit analysis between buying your product and getting the same treatment from Salons, which you said costs a fortune.
    - do the same for young girls at a place where girls frequent, remember your both place of demonstration must make the target consumer comfortable.
    - have a POS materials counter to induce consumers to buy the product.
    - if possible provide the consumers with a leaflet that states some facts regarding the outcome of existing cream using by users.
    - give that fitness center (for new-moms) and the center for young girls a trade discount of purchase so that they push the their clients to buy your product.
    - last but not the least, your demo program must be run by a beautician who has certified competency in dermatology or a dermatologist. This will give a sort of tetimonial to the product.

    i hope this helps! hope to hear from you soon.

    cheers!!

    Mushfique
  • Posted by SRyan ;] on 8/5/2004 at 7:49 AM Member
    Deb, not all of the top 25 experts on this forum are "for hire," but if you're determined to pursue this cream/kit as a business, I recommend you hire one of them for at LEAST a short-term consultation. The money you spend now will probably save you a bundle of bucks (and time) in the long run.

    On the right side of this page, click the link to the Main Page. The overall top-ranked Experts will be listed on the right, and you can click on their IDs to read their profiles and get their contact data. (Yep, I'm in the list for now, but no, I'm not for hire.)

    Good luck!
  • Posted by Mushfique Manzoor on 8/7/2004 at 11:03 AM Member
    The pleasure is all mine, Debbi.

    cheers!

    Mushfique
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