Question

Topic: E-Marketing

Marketing My Business To The Masses

Posted by Anonymous on 5/31/2010 at 11:57 AM ET 25 Points
Currently, we are an online seller of cosmetics. We have recieved rave reviews of our products and web design. However, this has not translated to sales. Our makeup is considered high end and we are afraid that it is our downfall considering our economic climate in the US. How can we be more effective in our marketing strategy?
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RESPONSES

  • Posted on 5/31/2010 at 12:33 PM Accepted
    Narrow your focus. Really zero in on a small niche market, so you can be as relevant as possible to your limited target audience.

    Narrow based on geography, demographics, psychographics and other brands used (in relevant categories). You're better served getting a 100% share of a small market than a 0.00001% share of a huge one ... and it will probably cost you a lot less too.

    You might also consider using simple landing pages that sub-segment your audience rather than a "rave review" website. That way you will know even more about what works with each sub-segment of your market.

    Finally, have you actually interviewed your target audience to see what they want, how they learn about your products, and what they like/dislike about the category (and your brand, if they're aware of it)?

    This is usually a first step in the marketing process, but a lot of people skip it, thinking they have the answers in their own heads. Don't make that mistake, and if you have already made it, it's not too late to rectify the situation.

    Doing more of what you're doing isn't likely to change the outcome, so be prepared to make some significant changes.
  • Posted on 5/31/2010 at 12:55 PM Accepted
    I have looked at your website, if you are boxcosmetics.com, then I would suggest that you look into getting a user experience review for the site.

    What you sell is being sold by many companies how you differentiate your offering is dependent on the service you provide. It has been suggested by mgoodman that you speak to your customers. this is a good plan and whilst doing this exercise develop user personas of each user group.

    Ask yourself what are people buying when they want one of your products? It is not necessarily what you are selling. For instance you are selling cosmetics. Why do women buy cosmetics? To look good, hide a scar, attract a lover or one of many other reasons. You have to tap into this if you want to build a following and increase sales.

    Research is the main part of marketing and the more you do the better your chance of success. Good luck in your business.

    Nigel T Packer
  • Posted on 5/31/2010 at 1:28 PM Author
    No we are not it's www.box-cosmetics.com. I think that's one of our downfalls...there is another website of the same name that is not named Box. We are looking for another domain name that reflects our brand.
  • Posted on 5/31/2010 at 1:30 PM Author
    I forgot to say: Thanks Nigel. lol
  • Posted on 5/31/2010 at 4:21 PM Moderator
    Just visited www.box-cosmetics.com . No wonder you have no sales. I can't figure out how to get past the lengthy Flash intro screen!

    Aha! I found the "enter site" link ... at the very bottom of the page, below the fold and in a dark color on a black background.

    Who gave you those "rave reviews?" They should be banished from the website review community. And you'd do well to lose the whole Flash intro regardless. It takes too long, doesn't communicate anything useful, and doesn't help the search engine bots check out your site.

    Is it possible you've been drinking too much of your own wine?
  • Posted on 5/31/2010 at 4:57 PM Author
    Thanks Mr. Goodman! That's the kind of "constructive" criticism we need. We like the idea of zeroing in on a niche market, we will take heed of that.
    I don't drink BTW. lol

    Thanks!
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