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Mary Kay Limitless Plans Book

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Mary Kay Book- Revised Final
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Mary Kay Limitless Plans Book

  1. 1. When we release ourselves from society’s expectations we become free to grow, to express, to live our passions and remove our inhibitions. We are Mary Kay. We are LIMITLESS. The Mary Kay case study revolves around how the company can expand in the 18-25 year old female demographic with the new launches of At Play color products, Botanical Effects skin care, Clear Proof acne products and core line products. The task was to design a creative and engaging campaign that incorporates non-traditional advertising ideas. Our group came up with an unorthodox and engaging campaign that leverages both social media and word-of-mouth. These efforts will gain a positive perception of the Mary Kay brand, countless organically earned media impressions, and more direct interaction with the target market. Our exciting and creative approach supported by thorough and extensive research will create a personal connection with the target market in a fresh and attractive way. Our rebranding efforts and new campaign will increase awareness and purchase consideration for Mary Kay products within the target market, without alienating our existing clients. index 1 - 9 RESEARCH 1 Executive Summary 2 Our Task 3 Target Market 4 New IBC’s 5 Interviews 6 Surveys 7 Focus Groups 9 Industry Analysis 11 - 18 CREATIVE 11 Mary Kay LIMITLESS 12 Coordinated Product Lines 13 Product Lines Discussion 14 MUSE / App 15 Decision Continuum 17 Guerilla Marketing 18 Strategy 19 - 24 MEDIA 19 Social Media Plan 21 Schedule / Budget 22 Concept Testing MKMinute 23 Campaign Evaluation 24 Limitless Bonus Contest 25 Bibliography and Thank You 26 Our Team INDEX 1
  2. 2. 2 The challenge we faced was to grow awareness and positive perception of Mary Kay as a brand, while increasing purchase consideration amongst 18 - 25 year old women. What do they believe? They believe in the importance of independence and desire to be empowered to make their own decisions while effectively leading others. What are they afraid of and who do they admire? They genuinely admire their friends, family, and mentors. They are afraid of failure and are devoted to hard work. Their determination and drive will lead them to success. What are they seeking? They seek independence, happiness, and new opportunities that will bring success, and strong relationships with people who encourage them to be who they are. Who are their friends? Their friends are people with common interests who support them no matter what. They are people to joke with, vent to, grow with, and learn from. challenge TARGET MARKET SUMMARY OUR TASK
  3. 3. THE NEW LOOK Nikki is a freshman in college, and being involved in organizations is an important part of her life. She enjoys meeting new people and uses social media to stay connected with friends. Facebook, Twitter, and Instagram allow her to stay on top of the hottest trends. She likes to change her look and try new things because she’s still trying to figure out who she is. BUILDING THE LOOK Lauren is a senior college student trying to figure out what’s next in her life. She’s a little nervous to be entering the workforce in just a few short months. She values the importance of building connections and establishing social networks for herself and her future career. She enjoys going out with friends and meeting new people. She tends to prefer consistency in many aspects of her life. Her purchase decisions consist of receiveing feedback from her friends and looking up reviews on social media blogs. She’s becoming more environmentally conscious and tends to wear more of a natural makeup look. MAINTAINING THE LOOK Erica has been in the workforce for a few years and has started to realize she has more money to spend on things she enjoys. Her priorities in life have dramatically changed. Paying off student loans, saving money, and thinking about starting a family are some of the things on her mind. She currently lives with her boyfriend and may be planning a wedding in the near future. She uses social media to stay in touch with college friends, but it doesn’t play a huge role in her life anymore. She uses a consistent set of makeup brands. targetmarket 3 TARGET MARKET I am always up for trying something new Reaching out and building connections is my goal Small consistencies make the difference
  4. 4. 4 JUST STARTING OUT Emily is a freshman in college who loves her new sorority of around 40 girls. She has a large network of friends and considers herself to be approachable, social, and creative. She is a leader, loves the classes she is taking, and is very involved in extracurricular activities. She is proficient in communication skills, as well as organizational skills, and is actively involved in the community. She feels very passionate about greek life and will forever be a sorority sister at heart! She loves to change up her style for all of her different events. BUILDING HER FUTURE Ashley is a university senior and has taken on the presidential role of a student life organization. She has perfected life balance by juggling school work, her student organization, volunteering, work, and social life. It may be hectic, but her goal is to get the most out of her college experience. Her involvement has allowed her to thrive in the university’s social scene over the years by developing a large network of friends. She is excited to graduate and is looking forward to striving for excellence in the real world. She needs makeup that is quick and affordable to fit into her busy lifestyle. LASTING SUCCESS Jessica is a recent graduate with a marketing degree. She developed a passion for creating awesome visuals from her marketing and design classes. She loves solving day-to-day problems, no matter what they entail, and is learning more about the world of social media at her internship. Over the years, she has developed a variety of friendships and in her free time she enjoys journaling and talking with her closest friends about their futures. After her internship is completed she hopes to obtain a position where she can utilize both her marketing and graphic design skills. With her busy life she doesnt have time to shop for cosmetics and needs a simple way to purchase makeup. consultants bensonNEW IBC’s
  5. 5. 5 interviews 50in depth interviews want to try before buying too much pressure to purchase isn’t that my mom’s makeup? prefer to buy from peers frankly bland and boring parties need to be more fun...friends, food, drink key insights
  6. 6. 6 SURVEYS surveys We created an online survey that explored a variety of aspects of the cosmetic industry and what the target market’s perception was toward Mary Kay and its competitors. The survey yielded 470 responses from 10 states and 35 cities. 62% of our survey applicants are currently in college 93% have heard of Mary Kay 13% have used Mary Kay products of that 13% only 52% use Mary Kay on a daily basis 77% of our survey applicants are between the ages of 18 and 25 89% of our survey applicants said the primary vehicle of communication is word-of-mouth Figure 1 Figure 2 In our survey we asked respondents to rate their perception of the Mary Kay brand on a seven point scale from worst (1) to best (7). Mary Kay was rated significantly lower (p<0.001; two-tailed t-test) than both Neutrogena and Clinique, but was not significantly different from their perception of the Olay brand. This means that we need to reposition the brand so that it is more positively perceived by the target market.
  7. 7. FOCUS GROUPS ...ON SOCIAL MEDIA focusgroups 7 The target market uses social media to stay in touch with friends and family. Many participants in our focus groups explained how checking in on social media is a daily routine. The target market later claimed to use these social tools as a way to distance themselves from “real world” issues. The platforms they primarily used included Twitter, Facebook, Instagram, and Youtube. Participants from both focus groups are using primarily two internet radio platforms to listen to their music. The platforms specified were Pandora and Spotify. Our research revealed that Spotify was the most popular music platform. However, further research exposed that Pandora was the leading internet radio choice amongst the target market. Therefore, our media plan will be utilizing both Pandora and Spotify. ...ON MUSIC
  8. 8. focusgroups 8 ...on Beauty Our focus groups revealed that the hallmark of good makeup was to have it look natural, clean, and healthy. One group of girls, which had an age range of 18-20, expressed that they wanted their makeup to be fun and adventurous. Another focus group, of 21-23 year old girls, stated that their makeup should feel both light on their skin and have a non-oily feel. It was observed that age played a significant role on how the target market wanted to express themselves through their makeup. ...on the buying process Participants unanimously stated that they felt an awkward and uneasy obligation to buy at parties. This translates into a negative perception of the party structure and the Mary Kay brand. They did express how much they enjoyed being able to try the products at the home party. When given the option to buy cosmetics in either a home party setting or on the internet, almost everyone said they would prefer to purchase products online. ...on flashmobs “Spontaneous”, “random”, and “fun” were all used to describe flashmobs. In addition to these factors, participants stated the most attractive factor about flash mobs is the “shock” that one feels during these events.
  9. 9. INDUSTRY ANALYSIS 9 ONLINE PERFUME / COSMETIC SALES INDUSTRY industry Threats: Retailers and the Online Market Retailers that sell cosmetics and tools are staffed with knowledgeable beauty experts. They can answer questions and recommend products, while online retailers cannot. The inability for consumers to test products before they buy leads the purchaser to steer away from shopping for cosmetics online. Internet Connection Boom - Reliance on the internet for shopping will continue to dramatically increase. - Annual growth of mobile internet connection: 27.4% - Broadband connection increase of 14.8% Product and Market Opportunities - Consumers under the age of 25 constitute the smallest industry market segment. - Disposable income for these shoppers is expected to increase at an average of 2.3% per capita through 2017. Competitive Landscape... A Limitless Opportunity There is a low level of concentration in this category, with the four largest companies accounting for only 14.5% of the online market. Industry firms must ensure customer loyalty and repeat buyers in order to survive the online cosmetic market. Revenue Annual Growth 07 - 12 Annual Growth 12 - 17 Profit Wages Businesses Figure 3A
  10. 10. 10 U.S. DIRECT SELLING industry OVERVIEW - Driven by improved consumer confidence and an increase in disposable income, consumer spending in this industry is anticipated to rise. - The industry will increase moderately at an average annual rate of 1.8% over the next 3 years. External Competition Intensifies - Department stores, large retailers, and e-commerce sellers have slowly eroded direct selling companies’ market share by providing convenience at friendly price points. Increasing pressures from the retail market will prevent long-term growth. - Consumers’ ability to compare prices and product information, via shopping at a retail store or through the internet, before making a purchase has attracted consumers away from direct sellers. - The increase in internet access is expected to grow dramatically, which will further encourage retailers and other competitors to develop better online stores. - Pyramid schemes and other fraudulent forms of business practices in recent years have soiled the reputation of the direct selling industry. Mary Kay’s Target Market, and Direct Selling Industry Consumers in the 18-25 year old demographic are more likely to shop at speciality shops or online. Key Success Factors Positive word-of-mouth recommendations boost credibility and therefore attract additional consumers. Having competitive pricing against other businesses helps to keep companies in this industry thriving. Attractive product presentation is key in order to motivate impulse buying. Revenue Annual Growth 07 - 12 Annual Growth 12 - 17 Profit Wages Businesses Figure 3B
  11. 11. 11 MK LIMITLESS is about empowering IBCs to reach out to younger communities in new, meaningful, and effective ways. Our campaign is centered around rebranded and coordinated product lines. The MK LIMITLESS campaign will empower community groups, college campus groups, and respected community organizers to bring about positive change in their communities and expose the MK LIMITLESS potential of working together. MK LIMITLESS updates Mary Kay’s current perception with product lines focused on growing a broad basis of involvement in building community ties, something Mary Kay has been for over 50 years. Our new product branding of Unmasked, Untouched, and Unleashed speak not only to what the products are doing to the individual, but also to what MK LIMITLESS represents for the community around them. Additionally a new service, MK MUSE, will reduce the intimidation of individuals to make expensive and pressured purchases at traditional Mary Kay parties while also generating a new and stable revenue stream for IBCs and Mary Kay. MK LIMITLESS Bonus is an opportunity for Mary Kay to give back to the community each month. Backed by strong corporate support and an active community, we will encourage and inspire people to become IBCs not just because they can make a profit for themselves, but also to have a positive effect on their community. limitless LIMITLESS
  12. 12. newpackaging 12
  13. 13. 13 limitless MK LIMITLESS is backed by a bold new advertising campaign that shows young and vibrant women engaging with their community and helping others who just happen to be Mary Kay consultants. The changes made to the packages are based on focus group feedback and a close look at our research regarding the target market. We recieved comments about the old product designs surrounding the ideas that they are too juvenile, they look like the AOL symbol, are bland and boring and they didn’t speak to them as a young adult audience. The groups wanted more fun and colorful packaging that didn’t dip into the arena of being childish. Our designs hit the right note of being adventerous and bold while keeping to the whimsical and healthy feel of the
  14. 14. 14 MK MUSE The MK Muse companion app extends the MK MUSE experience even further. Customers are able to manage their queue on the fly from anywhere and browse the entire Mary Kay catalog at will. Additionally, the MK MUSE app can send push notifications to the user to let them know about product updates, seasonal releases, and hot items that are trending in their location. MK Limitless is also extended through the app by allowing users to see events that are happening around them that are part of the MK LIMITLESS campaign. MK MUSE is a new service from Mary Kay that radically redefines the way that Mary Kay customers interact with the company. It is a subscription model of delivering cosmetics that is “invitation only” to current and future Mary Kay customers. MK MUSE features tiered pricing plans that deliver Mary Kay products to the customers door at whatever interval and volume the customer chooses. This approach allows customers to get the products they want on a schedule that works for them. As an added benefit, Mary Kay will be able to offer and expose customers to seasonal products as soon as they become available throughout the year. Being “invitation only” creates a sense of community and excitement that will continue to grow as the product develops in years to come. COMPANION APP mkmuse unmasked untouched unleashed timewise products sign uptips and tricks videos MUSE
  15. 15. 15 In order to reach our objectives, we must be sure that potential customers are aware of Mary Kay’s launch of MK LIMITLESS. We plan to use the MKminute as our means to create recognition and interest amongst women in our target market. The MKminute is designed to be fun, fast, and informative. By handing out free MK LIMITLESS samples to potential customers we are changing the perception of pressured buying. Through the use of handouts, flyers and social media the target market will be informed about an upcoming No Purse Party. DECISION CONTINUUM continuum Those who were present during the MKminute will receive both information about the No Purse Party and who to contact for further information. Those who were not at the MKminute, can use our social media outlets to learn about the upcoming events. The plan also indicates that the target market will be informed using micro-targeted internet advertising. CREATE AWARENESS/INTRIGUE SEEK INFORMATION The decision continuum is a formula to grab the consumers’ attention and lead them through the purchasing process. Figure 4 is a illustration of the process that consumers will experience throughout the entire MK LIMITLESS campaign.
  16. 16. 16 continuum Purchases will be made after the attendee has tried the product on their own accord. The IBC can use the contact information she received at the party to talk to No Purse Party participants about the fantastic value that MK MUSE and LIMITLESS products have to offer. This step can also be used to educate the consumer of the other products that Mary Kay offers. MK MUSE will add an immense amount of value to repeat purchases by offering monthly purchasing packages, the ability to customize their order every month and try more products. Throughout the entire purchasing process, a relationship between the IBC and the consumer is essential in alleviating cognitive dissonance. IBCs will make monthly contact with each of their customers through the use of social media, emails or phone calls. The purpose of this monthly contact is to inform the consumers of MK MUSE specials that can add value to their shopping experience. After the customer has found more information, they will want to make contact with an IBC, who will then invite them to a No Purse Party. When they arrive at the party, the IBC then begins the process of generating leads from the attendees by requesting email addresses, Twitter handles, and joining Facebook groups. It is imperative that the IBC makes it clear that there is no commitment or pressure to purchase at the No Purse Party. She is simply there to educate and host a great party. This is the point where the IBC introduces MK MUSE to the potential customer. To encourage attendees to sign up for MK MUSE, they will receive a free month of MK MUSE upon registration. Figure 4 POST-PURCHASE BECOME A LEAD PURCHASE
  17. 17. GUERILLA MARKETING 17 guerilla GUERILLA MARKETING AND WHY IT WORKS In today’s culture, it takes much more than traditional channels of promotion to capture the attention and imagination of the youth. It takes something bold, unexpected and memorable to generate the kind of buzz that gets people talking. Guerilla marketing is the spark to the fire of any good viral marketing campaign. It is about making a splash, turning heads, and getting people talking about your products. It is a low cost, creative avenue to command the attention of our target market. The intentions behind guerilla marketing efforts are clear: Quick. Creative. Unexpected; and most importantly, Impactful. MK LIMITLESS aims to shatter the pre-conceived notions about Mary Kay. With the allocation of the MKminute budget, we will distribute portable signage and engagement stickers to IBCs hosting MKminutes. We will be able to advertise the MK LIMITLESS campaign quickly and effectively at a low cost. It is for these reasons that we have created Our catalyst. Our spark. Our guerilla marketing tactic: The MKminute. LIMITLESS LIMITLESS @marykay #MKminute
  18. 18. 18 strategy STRATEGY MKminute MK MUSE is a new and exciting way for both new and existing customers to purchase Mary Kay online. A member would pay a price each month to recieve a selection of monthly sized products. The selling point for MK MUSE is that it allows customers to try new products in smaller sized packaging. The benefit to receiving this monthly size of a cosmetic is that it allows customers to test a new product without risking a large amount of money on a product that they may not use again, making them more likely to try new things. MK MUSE gives members how-to videos to stay up on current styles and trends. Being a member also allows you to receive special promotions and try the newest products first. People who have attended a No Purse Party have the privilege to join MK MUSE and have their first month of products free. Those who have not attended a No Purse Party still have the option to join MK MUSE, but do not receive the first month free. The aspect behind the No Purse Party is to build a relationship that leads to customers purchasing Mary Kay regularly in the long run. This party is essentially used to showcase MK LIMITLESS and the rest of the Mary Kay line. The reasoning is that we wanted to eliminate the pressure to buy, a feeling most people have when they attend a Mary Kay party. These No Purse Parties will be hosted by a specific individual who will be in contact with an already established IBC. These IBCs will help guide and teach these individuals to run their own party. These parties will be targeted towards various sororities, clubs, and groups across the nation. By targeting these organizations, we would connect the most to our target market. Our goal in establishing these No Purse Parties is to give these potential customers a person to contact for further questions. Therefore, we find it crucial to get contact information from the attendees. These parties will allow the people in attendance to learn about Mary Kay products as well as MK MUSE, our re-vamped online purchase channel. No Purse Party MK MUSE MKminute is our primary guerilla marketing tactic. This will spark interest and create a memorable brand experience. By handing out free samples and urging people to use social media, this incorporates both grassroots and viral marketing. This is a quick and exciting experience that is unforgettable to the audience. These events will create buzz and allow the Mary Kay name to be promoted by word of mouth. A Makeup Minute can be held in any public place with high traffic to effectively reach the audience. Mobile devices allow social activity to spread virally in a matter of minutes and create curiosity, which allows for the Mary Kay name to spread as well. People in attendance of these events will be informed about No Purse Parties so they can be educated about products by an IBC. Once the audience is exposed to Mary Kay samples, they can turn to social media and the Mary Kay site to find out more about the products. Posts on social media will inform and remind the audience when and where a No Purse Party will be held.
  19. 19. SOCIAL MEDIA PLAN 19 mediaplan FACEBOOK Includes instrumental marketing features such as image hosting, instant messaging, social “liking”, groups, status updates, sharing and tagging. Collectively, these features can generate interest amongst consumers regarding Mary Kay and its new brand image. Paid Media: Using “suggested” posts will be an essential part of spreading our new brand image, while also reminding our customers how easily accessible our products are. Owned Media: We will post our own videos from the Mary Kay website to generate buzz about our products and the new face of Mary Kay. Our owned media will also help us build our relationships with our current customers, and create even more INSTAGRAM Consider this the digital scrapbook. It provides an excellent setup for an easy, on-the-go method to editing pictures and uses hashtags for various promotional advertisements. Paid Media: This is something new coming to Instagram and will be available for use in the near future. Owned Media: The most beneficial use of Instagram will be the ability to target specific audiences through the use of promotional hashtags, and to provide a digital customer experience before they purchase the product.
  20. 20. 20 mediaplan Earned Media Earned media will be gained by collectively utilizing all four social media outlets, and the features they offer, to better aid in the brand development of MK LIMITLESS. The main driving factor behind the launch of MK LIMITLESS will be earned media, which must be handled in the right manner. Earned media will have the largest impact on consumers, but gives Mary Kay the least amount of control over the message being spread. The proper implementation of paid and owned media is imperative to the success of earned media. YOUTUBE The source of all Mary Kay’s video advertisements will be shared with a large audience through our social media links including: Facebook, Twitter, and Instagram. Paid Media: Advertisements in the form of short commercials to generate interest, and offer links of intended interest so customers can take full advantage of the offers. Owned Media: Any promotional videos created internally with the intent to directly benefit our customers. We will post a series of tutorial videos that will give our subscribers new ideas about how to use the MK Limitless products. TWITTER A medium which can be used as an alert mechanism for new products, promotions, and events. Hashtags are an integral part of the tweeting experience, and can create buzz and excitement through trending; an event in which a hashtag is used at a more significant rate than other hashtags. Paid Media: Sponsored tweets to branch out and gain more followers. Owned Media: On the account we will post and plan tweets that inform followers of our products, or events that will then link back to the Mary Kay website. This Twitter account will also post pictures and videos of products, Mary Kay parties, events, and even makeup tutorials.
  21. 21. budget SCHEDULE / BUDGET 21 This graph shows the number of people reached per dollar spent. Based upon our research we have found that the MK LIMITLESS campaign reaches a larger amount of people than traditional advertising avenues. PEOPLE REACHED PER DOLLAR Figure 6 Figure 5
  22. 22. 22 OBJECTIVES AND GOALS: 1. Increase awareness among female consumers ages 18-25 2. Increase positive perception among female consumers ages 18-25 3. Increase consideration for product purchase AUDIENCE: Our audience was that of the target market, women ages 18-25. We chose a university as the host of our MKminute because of the large concentration of women around the target age range and for their knowledge of social media. MEDIA: The MKminute is an example of earned media in which we rely on word-of-mouth and the making of an impression to spread a positive brand image to those within our target market. Our media focus went towards our Mary Kay twitter account which had multiple uses during this event. First and foremost, the account was used to familiarize students with Mary Kay and establish a persona surrounding MK LIMITLESS. It was then used to alert students of the MKminute by posting information and photos prior to the event. We carried over its involvement by having students tweet @MaryKay and using the hashtag #mkMinute to have a chance at winning a Botanicals Cleanse or Eye Makeup Remover. ACTION PLAN AND TIMELINE: We used six women within the target age group to hand out $1200 of Mary Kay merchandise to students passing through the halls from 10:50AM to 10:55AM. It was essential that we draw attention to ourselves, which was accomplished by beginning our mkMinute with loud and exciting music. Although the actual distribution of the merchan- dise only lasted for five minutes, we continued to hold peoples’ curiosity for quite some time after the event. CONCEPT TESTING FOR MKMINUTE concept
  23. 23. CAMPAIGN MEASUREMENT AND EVALUATION 23 evaluation Gross Profit - Cost / Cost = ROI C - (A + B) (A + B) = D BRAND PERCEPTION We will evaluate brand perception based on the increase of brand awareness, the improvement of customers attitude, and perception of the Mary Kay brand. We will implement quarterly awareness and attitude evaluations that will be compared to previous quarters for measurement. Figure 7* *Figure 7 shows the approximation of the monthly return on investment through our social media campaign. These numbers are an estimate but this table is a valuable tool to measure the return on investment. IBC The purpose of measuring the number of IBCs each month is to ensure an increase of consultants in our target market. This allows us to evaluate the effectiveness of the MK LIMITLESS IBC recruiting tactics. We will achieve this by comparing the monthly IBC recruitment statements and look for a positive gain every month. SALES To prove the overall effectiveness of the MK LIMITLESS campaign we will be measuring the increase in monthly sales. By measuring the monthly sales of Mary Kay products in the specific MK LIMITLESS campaign regions we can better understand how effective our campaign has been that month. To achieve this, we will take monthly measurements of IBC’s sales who lead No Purse Parties and the number of sales generated from MK MUSE. The effectiveness of our campaign will be measured in four distinct ways. We plan to measure the change in brand perception, the reach and effectiveness of social media, the increase in IBC’s in the 18-25 year old target market, and the increase in sales of the MK LIMITLESS product line. Through the use of Google Analytics we can calculate a return on investment that will give us an accurate performance indicator of our social media. SOCIAL MEDIA MEASUREMENT
  24. 24. bonuscontest MK LIMITLESS BONUS CONTEST 24 For each month of the MK LIMITLESS Campaign, Mary Kay will be donating $100,000 towards charity. This will be known as the MK LIMITLESS Bonus. This has been designed as a community engagement opportunity for Mary Kay which allows them to give back. THE WAY IT WORKS Every person who has been involved with a recent MKminute or No Purse Party has the opportunity to qualify for the MK LIMITLESS Bonus. The criteria necessary to be eligible, are a detailed video showing the MKminute or No Purse Party attended and an explanation of what their plan will be to do with the donation. This can include, but is not limited to, local charity organizations or individuals in their community that need help. At the end of each month, Mary Kay will decide who had the most compelling reason or story of why their community needs the MK LIMITLESS Bonus. BENEFITS The point of the MK LIMITLESS Bonus is for Mary Kay to lend a helping hand to loyal customers and their communitys that support Mary Kay. The MK LIMITLESS Bonus allows Mary Kay to create a personal connection between the consumer and the brand. In addition, it allows for the consumer to become engaged not only with the Mary Kay brand, but also a charitable foundation in their local community. People don’t buy what you do, they buy why you do it
  25. 25. 25 bibliography Avery, Jim. Advertising Campaign Planning. Chicago: The Copy Workshop, 2010. Carlberg, James. University sample survey, conducted from October 14, 2013 to January 14, 2014. Cambell, Anita. “Small Business Trends.” What Is “Owned, Earned and Paid Media”?. (2013): 1-5. http://smallbiztrends.com/2013/08/what-is-owned- earned-paid-media.html, accessed February 5, 2014. Godin, Seth. “Who are your customers?”, Seth Godin Blog, Retrieved from http://sethgodin.typepad.com/seths_blog/2014/01/who-are-your-customers. html, accessed January 4th, 2013. Lerman, Sally. “IBIS World Industry Report 45439 Direct Selling Companies in the US,” IBIS World Inc. (November, 2013). www.ibisworld.com. Levinson, Jay C. and Shane Gibson. Guerrilla Social Media Marketing. Irvine: Entrepreneur Media Inc., 2010. Panteva, Nikoleta. “IBIS World Industry Report OD5090 Online Perfume & Cosmetic Sales in the US,” IBIS World Inc. (September, 2012). www.ibisworld. com. Simmons Market Research Bureau, Simmons Choice3: 2012, (data set). Re- trieved from http://oneview.experian.com. Vaynerchuk, Gary. Jab Jab Right Hook: How to Tell Your Story in a Noisy Social World (New York: Harper Business, 2013). Westling, Lauren and Ashley Colford. focus group with 15 18-20 year olds, Feburary 13, 2014. Westling, Lauren and Ashley Colford. focus group with 15 21-23 year olds, Feburary 13, 2014. BIBLIOGRAPHY WITH A SPECIAL THANKS TO: Our advisors, Sara Pitterle, James Vileta, Shane Pehrson, Kelsey Malsom, Ashley Benson, and Mary Kay for the opportunity and the free products.
  26. 26. 26 RESEARCH NICK BONKO ERIC LALIBERTE LAUREN WESTLING EZRA McPHAIL MARTY SPADAFORE ASHLEY COLFORD ALEX BRITZ MIRANDA WURDELMAN CREATIVE BRIAN VOIT MELISSA PETERSON BRITTNEY DUHAIME SAVANNAH GOLDEN ERIKA MONETTE MEDIA JAMES CARLBERG MADDIE McGINTY JUSTIN ARSENEAU ALLIE LEWIS CODY SEABERG COADY MAHOLD TREVOR NORDBERG MATTHEW BARVELS RYAN WICKARD ourteam

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