All this talk about social media is just that, talk. The genius of social media lies in the simple: marketers must ask, 'will my client's target audience find this useful?' I want to applaud whoever came up with Estee Lauder's latest promotion: offering free makeovers and photo shoots at its department-store cosmetics counters to produce shots women can use for their online profiles.
Instead of a 'free gift', the gift of an online profile includes the Estee Lauder logo in the background and could give the brand lasting presence on Facebook beyond its own 27,000-member plus fan page. The promotion is being plugged on their Facebook page, on the company website and in press releases.
With a target market of ages 35 to 55, they are hoping to modernize the brand for younger women while recognizing that the 'older women' are online everyday as well.
Obviously, this will help direct sales at makeup counters as well. Simple and Genius.
Friday, May 14, 2010
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