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Marketing Case Study For Group Events: Glamour Cosmetics

•Jennifer Quitman became an Independent Consultant for Glamour Cosmetics in 2007.

•The Santa Monica, CA-based businesswoman saw Glamour Cosmetics as a great business opportunity.

•Jennifer began reaching out to her family and friends, and in just two months, she’d built a clientele of over 50 people.

Background

•Quitman decided to advertise her business, purchasing a pair of car magnets to place on her SUV

•She also ordered a set of Glamour Cosmetics business cards.

•The total expense for these two advertising mediums was $150.

•The cards and the magnets were successful at bringing in 20 more clients.

Marketing Strategy

•Jennifer consulted her Glamour Sales Director, Laura Fontaine, who suggested incorporating group parties into her schedule.

•Having only booked one-on-one appointments, Quitman saw parties as a great opportunity to grow her business.

•She added a car window decal to her vehicle which said “Book a party and receive a free makeover!” along with her picture, phone number, and the Glamour logo.

Inclusion of Group Parties

•Within a week of installing the car window decal, Jennifer had booked three parties, two of which were from new customers.

•For an expense of $125 (for the car window decal) as well as $100 in free product per hostess, the parties resulted in $2000 in revenue.

•With a 50% profit margin, that’s a pretty good result!

Results

•The three parties brought Jennifer 32 new clients.

•20 of these clients booked immediate follow-up appointments, and 2 booked their own parties.

•Jennifer is thrilled with the result as she has realized that when people get together, they spend more.

Results

•The best way to reach a new client is to offer them a promotion, which lessens the initial risk. •Recognize the lifetime value of a customer. Don’t “sell” so hard that you gain new business and then immediately lose it.

•Gathering customers in groups is a great way to increase sales for your business. Having a party creates a fun atmosphere with less pressure on “sales,” which come more-naturally as the party attendees participate together.

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