October 2006 - Pink Truth

Getting the Word Out
Business success is all about
customer awareness! And as
a small-business owner, you
know there’s just no substitute
for the right kind of attention.
That’s why Independent
Elite Executive Senior Sales
Director Julie Weaver was
elated when she heard about
the Company’s advertising
campaign and sweepstakes
last fall. Her excitement created
a chain reaction of higher
sales, deeper customer
relationships and a new
appreciation for the Company.
16 Applause October 2006
About the time the Mary Kay advertising campaign
gained momentum last fall, Julie noticed an interesting
effect. “Many of the younger gals thought Mary Kay ® products
were only for older women,” she explains. “The incredible ads
proved that Mary Kay ® products are for every woman who wants
to look her best, regardless of her age. I’ve always known the
products are cutting-edge, but the ad campaign made everyone
else aware of it.”
The After-Thanksgiving sweepstakes also hit a particular chord
with Julie as she strategized how best to reach her customers
during those all-important holidays. “A brilliant move on the
Company’s part,” she enthuses. “Women have a natural curiosity
and optimism. So, naturally, they just had to go online and
enter to win! I didn’t expect the phone to ring off the hook with
orders immediately, but the sweepstakes led the way to women
who genuinely wanted to try Mary Kay ® products.
Those who had tried them before
were even more excited to see new
offerings.”
Many of Julie’s sales after
the sweepstakes came from
women who logged on to
her Mary Kay ® Julie says, “Make the
Most of Positive Attention”
• Get a Mary Kay
Personal
Web Site in the privacy of
their own homes or offices.
“Generation Y women
wanted the latest technology
as well as superior products, so
they were drawn to the electronic
presentation. That, combined with
the impressive ad campaign made some
women more open to accepting the Mary Kay
opportunity.”
Julie expresses her gratitude. “Mary Kay Inc. continues to
find ways to help get the word out. Thank you, Mary Kay!”
® Personal Web Site and tell everyone
about it! You can put the address on your business cards.
• Advise your customers in advance about upcoming ad
campaigns and sweepstakes. People love to be in the know!
• Follow up for feedback and referrals!
• Suggest that customers who work in offices with
lots of women host online “shows” to generate
even more online traffic and exposure to
ad campaigns and sweepstakes!