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5 Ways to Launch Your New Product Successfully

Posted by Joann Marks on Thursday, June 25th, 2015

New-Product-LaunchDid you know that each year there are about 250,000 new products launched AND the typical failure rate ranges between 85% to 95%. Here are 5 steps to launching your new products successfully:

1. Understand your market
American families on average buy the same 150 items repeatedly, which comprise 85% of their household needs. It is therefore a bit difficult to get something new to become part of the routine and very important to market your product to the correct consumers. The quickest way to ganin a new customer is through TRIAL. According to the recent Arbirton Product Sampling Study, More than 25% of consumers who have never heard of a product buy it right after sampling it and almost half of consumers plan to buy it in the future. The CosPro agency is expert at targeting specific demographics. Contact us about our teen, males, college, senior, Hispanic and African American sampling programs.

2. Let potential customers try your product
In-store demo events allow customers to try your products prior to purchase giving them confidence in their purchase and removing the worry of buyer’s remorse. Since 89% of first time purchases are the result of trial or sample, it is important not to skip this step in your launch plans. Our partner CosPro Agency are experts at product demonstration, fragrance sampling and complete beauty makeovers – they are the only agency with over 1,500 professional makeup artists. In addition, Cosmetic Promotions can add many of the extras that make your events more exciting – such as custom coupons to further encourage purchase, educational brochures for more complicated products or even a gift-with-purchase as an added incentive to buy today.

3. Create a surround sound event
A true launch will interact with the customer on many different levels. A product launch should include multiple media outlets such as print ads, online marketing, email blasts, sweepstakes, flyers, signage and more added to your in-store promotions. Cosmetic Promotions is a one stop shop for all of your custom chain marketing needs. Some of the added extras we offer include in-store signage, sales contests, store employee training, bag stuffers or even a national consumer sweepstakes with a custom web page component to create a surround sound event. With full online and in-store support, your launch will be on the road to success.

4. Train your sales force
Remember the importance of the people selling your product. If they don’t believe in your product, then they aren’t going to be committed to selling it. You certainly don’t want customers to know more than the salespeople about the product. During your in-store promotion, our Agency demonstrators train the store employees on your products on the day of the event. They also hand out product training guides for the stores to keep, so the off duty employees are able to review later as well. The one-on-one training and product training guides are just one more helpful extra that we provide to create a sales force around your launch that can continue to sell, sell, SELL once our demonstrators have left.

5. Utilize social media
Today we have SO many social media outlets and it is important that you don’t underestimate the value of these. Cosmetic Promotions posts to Twitter and utilizes such sites as www.freebeautyevents.com, www.eventbrite.com, www.zevents.com and www.foursquare.com to promote your event to drive customers to the stores to try your new products. It is just as important to drive traffic to the store for your event as it is to reach the customers that come in, so that your launch event reaches as many consumers as possible.

At Cosmetic Promotions, we love to brainstorm and create new and interesting ways to execute events and create excitement around product launches. Let Cosmetic Promotions help launch your new product successfully. Find out more about our Launch Kits and Beauty Box program.

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5 Ways to Choose the Right Demo Agency for Your Beauty Products

Posted by kristen on Saturday, May 10th, 2014

Consumers of beauty products tend to be brand loyal; switching to a new product takes some extra incentive. To get them to change, they need to try the product and get a personal recommendation. A recent survey revealed 58% stated that personal recommendations weighed heavier than celebrity marketing, and only 44% bought a product for its benefits claims. Therefore, in-store interactive demonstrations that allow trial and sampling are the best way to attract customers, establish a relationship with your brand and see an instant sales lift. But how do you choose which demo agency to hire for your product? Here are 5 ways to choose the right demo agency for your products.

1. Think about your distribution channels.

If your product is distributed through mass retailers, you will definitely need to work with an agency with an existing relationship with these retailers. Choosing an agency that has not worked with the chain you prefer means more effort on your part. The CosPro Agency has existing relationships with store such as Rite Aid, CVS, Walgreens, Ulta, JCPenney, and more.

2. Is your product innovative or ground-breaking?

Innovation is wonderful. However, it’s not exciting to your customers if they don’t know how to use it. Unfamiliar packages and unconventional products can be frustrating for customers – and returned. If the product you’re launching or promoting has some unique features, a demonstration is only beneficial if the demonstrator is thoroughly trained. The CosPro Agency uses a three-step training process so your product is properly represented.

3. Are you targeting a Hispanic market?

At this point, you may have done extensive demographic research and hired expensive marketing copy translators for products that would be appreciated by the Hispanic market. At this point, you want to continue the momentum of high-quality target marketing with demonstrators that speak the language. Finding bilingual demonstrators can be a time-consuming process. Be sure to hire an agency that already has relationships with bilingual talent. The CosPro Agency has access to over 1,500 makeup-artists and demonstrators, including the bilingual talent you need to make your event a success.

4. Point of Purchase Signage

When picking an agency, it’s important to determine at the beginning whether or not you need anything beyond demonstrations. For instance, customized signage can be advantageous when your promotion is really important and you want to stand out. If this is something you’re interested in, you may want to choose an agency that offers more than just in-store demos. The CosPro Agency’s parent company, Cosmetic Promotions, can create, print, and distribute chain specific signage.

5. Customer Giveaways

As mentioned before, if you want to go beyond demos, it’s important to choose an agency that has the capability of handling other promotional activities for you. The CosPro Agency can provide customized sign kits with sweepstakes, mail-in-rebate programs, coupons, and gift-with-purchase programs. These additions make your brand stand out and of course entice more customers to your demonstrator’s table.

 

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5 Questions to Ask a Demo Agency Before You Hire Them

Posted by kristen on Monday, March 17th, 2014

With customers being bombarded with marketing messages all the time through various medium, the value of being able to try a product right at the point of sale is immense. Demonstrators add the personal touch of explaining your product’s benefits that are of relevance to the customer. However, not all demonstrators are equal. Before you hire a demo agency, here are five questions you should ask.

1.      How many years of experience do you have?

Creating a successful event requires more than just getting a pretty face and sending them to the store. Agencies with experience know what it takes to executive a successful demonstration. They should be able to provide demonstrators appropriate for your target market. Also you want an agency that has worked with your type of product before. You don’t want to be an agency’s first trial run. The CosPro Agency has over 22 years of experience placing beauty experts and makeup artists on a national scale.

2.      How will the demonstrators be informed about the product?

Product information sheets are helpful, but a demonstrator is more impactful when they’re doing more than just reading off facts from a piece of paper. A quality demo agency will ensure that whoever is representing your brand is well-versed on the products and your core message. The CosPro Agency discusses the goals of the client and how their product is different. This knowledge is passed on to demonstrators, and they are trained with supporting information about the product. Demonstrators are only eligible to work an event after they have completed their training – which is done via a gotomeeting platform on the phone in front of a presentation, plus they need to complete a quiz on line AND they get printed materials.

3.     What geographical area do you cover?

Ask the prospective demo agency what area they cover. This is important when you’re considering the scope of your event. Whether you’re doing something at a national chain or just a simple event in one state, you should know what your agency is able to handle in advance. The CosPro Agency has access to beauty experts and makeup artists just about anywhere in the U.S., and is equipped to handle hundreds of events occurring in various cities at once.

4.      How do you gauge the success of the event?

Calculating ROI for marketing activities is always a challenge. You should ask your demo agency how they calculate the success of the event and the skill of the demonstrator. Otherwise, how can you justify the expense of the event? The CosPro Agency provides detailed reports on sales, store traffic, sample/coupon distribution, and if you need it, survey data. Also, we check in each beauty expert personally by phone and have the lowest no-show rate in the industry.

5.      What do you recommend for this event?

A good demo agency should have the expertise to recommend the best way to market your product at events. You might also want to ask what other services they provide. The CosPro Agency customizes each event for the needs of the client – no two events are the same. For example, the CosPro Agency offers printing services so you have the custom support materials you need to enhance your event.

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5 Things You Need to Know before Hiring a Makeup Artist to Represent your Company

Posted by kristen on Thursday, January 9th, 2014

eraseOne of the things you can do to ensure the success of a new beauty product, or increase brand loyalty on your brand is to offer a chance for the customer to try before they buy. As department stores have long figured out, when a customer is seated in a chair with a professional makeup artist, they are much more likely to buy.  They view that makeup artist as an ambassador of your brand; there to address their concerns personally. But having the WRONG makeup artist can backfire, so it is extremely important to get the right person to represent you. Here are five things you need to know before you hire a makeup artist.

  1. Looks matter

Remember that the makeup artist is representative of your product and your brand. So if the customer is to believe your makeup artist is an authority on beauty, their presentation should reflect that.  The CosPro Agency keeps pictures on record of all makeup artists and hires ages 21-45 and since it is a fact that 37% of all purchasers of color cosmetics are between ages 35-44, the age of the makeup artist is very relevant.

2.  Hire makeup artists with at least 2 years of experience

Consumers like to try before they buy.  A makeup artist skilled in application can optimize that experience and show the customer how to use the product as your brand intended.  In fact, sales can increase up to 400% from in-store demos. The CosPro Agency only hires makeup artists who are experienced. We understand the importance of them having a comfort level applying cosmetics and representing a brand before they do your event.

3. Train your makeup artists thoroughly

Your makeup artist serves as a representative of your brand. They are the ones that are relaying the message to your customer why your product is different when they have hundreds of other options. Be sure that your makeup artist is not only familiar with the benefits of your cosmetics, but also key ingredients and features so they are a true expert. For instance, they’re not just selling a lipstick they are selling beauty, hydration, and whiter teeth. The CosPro Agency doesn’t simply send makeup artists in with products. All artists are trained thoroughly in three ways – interactive training on the phone in front of their computer via Gotomeeting , given a training manual,  and an online quiz. Only makeup artists who participate in the meeting and pass the quiz are allowed to work the event.  And our makeup artists get the kit before the event so they can try the product and wear it to the event.

4.  Make sure the makeup artist matches the target market or the style

Four out of five women wear makeup, but many brands are competing to get their attention. It is important (literally and figuratively) to speak their language.  For example, if your brand or colors appeal to a Hispanic market, make sure the makeup artist is Hispanic and speaks Spanish – nothing is worse than having a Scandinavian looking blonde makeup artist at an African American location.  It shows you don’t care about the customer and the customer won’t be able to relate to the makeup artist. They need to feel that the makeup artist understands their beauty challenges. Did you have a certain makeup style in mind when you launched your product? For instance, if your product is unique and high drama, the makeup artist should come to work with makeup reflecting that. They should also be skilled in creating those looks. The CosPro Agency can hire makeup artists based on your target market or the style you want to create.

5. Use makeup artists with proven success

Beauty is subjective, but how many sales a makeup artist is capable of making is not. Be sure to hire makeup artists that have a proven track record of selling products. The makeup artist should be able to take their training and makeup expertise and effectively sell. A makeup artist’s selling style should not be pushy. If they present themselves as an expert in beauty and know how to speak to your product’s benefits, the sales should come organically. The CosPro Agency trains their makeup artists not only on the product but how to sell and keeps records on our top sellers. Plus only CosPro Makeup Artists have a process to train the store employees so that they keep selling your product long after the makeup artist has left the building.

 

 

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Cosmetic Promotions: Retail Beauty Marketing
Cosmetic Promotions, Inc.
2111 W Pine St. Orlando, FL 32805
Phone: 407-310-4839