The other day I was cleaning up some links on the "members only" pages of our Perfume Maker's Club. Going through the "Small Companies That Sell Their Own Perfume" links -- clicking on each to see if the companies still existed -- I was struck by the wide variety of styles of these websites, all of which sold perfume.
Let me say here as an "aside," you can make this study for yourself without being a member of the Perfume Maker's Club simply by doing a bunch of your own Google searches.
Dead links themselves fascinate me as they aren't all dead for the same reason. Some links die because the companies (or people) simply pack it in and go out of business. Either perfume was not so profitable for them or they moved on to other ventures that were more to their liking, or more profitable.
Then there are dead links from companies that have changed their website name (Bond No. 9 for example) and moved without leaving a redirector at the older website. (Maybe they did for a while, until they were sure everybody knew their new web address -- or perhaps they just felt those who were interested would find them through Google.)
A third set of dead links arose when companies and individuals perfumers changed their company name or business affiliation and thus their web addresses. These people were still making and selling perfume, their commitment unchanged but perhaps in a new business arrangement.
You may ask, what is the great interest in all of this? For me, since it has been about five years since I first put up this web page, I'm fascinated by those who have survived and those who have not. Remember, it can cost well under $100 a year to maintain a website so, for those who are gone, times must have gotten pretty tough; or perhaps their interest simply faded.
Among those who have continued in business I have noted some changes, some "upgrades" to websites that made them more graphically appealing. Yet among the group, at least one survivor had an absolutely crude, unaesthetic web site. And it is still offering to take orders. Of course the wonder of the internet is that a very small company can have a very beautiful, professional website which gives off the aura of major company size and success. But let's go on about these small perfume marketers.
Excluding the grotesquely inartistic, the web styles I found ranged from "friendly" to "ultra sophisticated." In the middle of this are websites that I would describe as simply "businesslike," websites that exist to take orders but don't make much effort to charm.
Now for the purpose of all this discussion: If you (or I) are thinking about setting up a new website to sell perfume we've made (or perfume someone else is making for us) it is important to match the tone of the website -- the text, the graphics, and the MECHANICS -- to our perfume ... and to the "reality" of our prospective customers.
Are they sophisticates? Then our presentation should be sophisticated. Are they down to earth fragrance lovers? Then our website should be down to earth. Do they already know exactly what they have come to buy? Then let's make it easy for them to complete their purchase.
Developing a website is, essentially, is a marketing exercise. It exists to connect our product to our market. To do this we must gain credibility with the type of people who are most likely to buy our perfume. We must ask, "What do they expect to see when they come to our website?" And then we must create a website that fulfill those expectations.
It is worth remembering too that if we try to create a website for "everyone" we only manage to create a website for no one. We need to take a position; to identify our most likely prospect; to craft our website to that individual -- not to "everyone."
At the beginning this is difficult since often we don't have a clear picture of who are best prospect will be. If we also have a retail business, a bed & breakfast, a "museum" (Fragonard) or some such, we can match our web design to our shop design. We are in the enviable position of having face-to-face dealing with our customers. Lacking this advantage, we sometimes must simply take a position and say, "this is what I am going to be ... these are the people to whom I will sell my perfume" and then design the website around this fantasy and hope that it works.
Your website is your opportunity to create your own fantasy world or to extend the ambiance of your retail shop, B&B, or museum. But by studying what others have done and are doing, you get ideas that help stimulate your own creativity and lead to greater success in selling your own perfume.
Saturday, July 3, 2010
Tuesday, March 16, 2010
Hooking up with someone bigger than you
I was reading about this fellow in Thailand, a pharmacist who had a new toothpaste. He was making good sales. How? By hooking up with a popular political party, associating his toothpaste with that party, and then selling his toothpaste through the party as a fundraiser for the party.
For him, toothpaste sales were good, so good that he was already looking for a second product to add to his line.
The concept can as easily be applied to perfume if you have a credible perfume that really pleases.
There's no getting around the fact that developing a perfume that pleases a large number of people is not an easy thing to do. But think how hard it is to develop a new toothpaste, a toothpaste that can go up against the giants in the field.
Moreover, if you are a small operation, you don't have to look for a giant opportunity -- just an opportunity, someone to hook up with, that will help you get exposure and profits for your perfume beyond what you could otherwise achieve.
If you are a developer of perfume, and you find yourself with one or more perfumes that people really like, and the number of people who like them is beyond your ability to market, give some thought to marketing through another organization. It might just give you the breakthrough you are looking for.
For him, toothpaste sales were good, so good that he was already looking for a second product to add to his line.
The concept can as easily be applied to perfume if you have a credible perfume that really pleases.
There's no getting around the fact that developing a perfume that pleases a large number of people is not an easy thing to do. But think how hard it is to develop a new toothpaste, a toothpaste that can go up against the giants in the field.
Moreover, if you are a small operation, you don't have to look for a giant opportunity -- just an opportunity, someone to hook up with, that will help you get exposure and profits for your perfume beyond what you could otherwise achieve.
If you are a developer of perfume, and you find yourself with one or more perfumes that people really like, and the number of people who like them is beyond your ability to market, give some thought to marketing through another organization. It might just give you the breakthrough you are looking for.
Tuesday, January 19, 2010
Can You Sell Your Own Perfume, Soap, Candles, Oils, etc., etc. On The Internet?
I've been approached with two marketing problems in the last week, both of which I would LIKE to address with solutions ... if I had any, but I'm not sure I do.
In one case we were talking about shooting a video at our 2010 Perfumery Workshop -- but shooting (and editing!) a professional quality video costs money, so how is that money recouped? How is that video marketed in such a way that it makes money? And in competition with all of the free offerings on YouTube? It would take some serious thinking, researching, planning and testing, all of which would take considerable TIME ... and, as you've heard so many times, "time is money."
In short, the first question that has to be asked is whether the TIME it (and the outlay of at least some petty cash) would be worth the potential financial reward that the project might bring.
In this particular case, I can't yet "smell" enough money down the road to make the project feasible in spite of the low (almost zero) cost of using the internet as a marketing tool.
The second project that was discussed involved selling quality -- unusual -- natural aroma materials online. Now here we already have a lot of people doing it and certainly the internet -- a website -- is an excellent marketing and retailing tool for this sort of business. The questions are (1) how would I drive appropriate traffic to the website? and (2) how would I establish credibility for the products so that, in a competitive market, they stand out and are preferred over those of other vendors?
These are pretty standard internet issues and they can with effort, I believe, be addressed successfully. The first issue -- appropriate traffic on the website -- depends largely on the overall CONTENT of the website, content that is directly related to the products being sold and which goes beyond the stories being told by competitors.
This means digging deeper when researching the products you sell, digging deeper when researching your competitors products, and then being able to articulate your findings in a story using mostly words and, as appropriate, photos, illustrations, diagrams, videos, etc. And TESTIMONIALS from customers that also tell an appropriate story on behalf of your business.
If you've done your research, if you've amassed a ton of reports on the industry, your products, your competitor's products -- you ARE in a position to establish yourself as an EXPERT in the field, which gives you credibility when recommending your own products.
So you set all this in place, on a nice website with lots and lots of pages with real, relevant information about your products, their origin, their use, and perhaps ways to use them that your competitors have not yet discovered.
Then you get busy with the social networking -- make "friends" -- communicate regularly -- develop a following -- and, in time, you begin to make sales.
For those products that are "internet friendly," -- products that people LOOK FOR on the internet -- the internet is a great way to make sales. But it takes TIME ... lots of time, to put it together ... and it takes lots of creative energy.
The good news is that it does NOT take much money. Less than $100 a year if you're doing it all yourself. That's pretty darn affordable.
In one case we were talking about shooting a video at our 2010 Perfumery Workshop -- but shooting (and editing!) a professional quality video costs money, so how is that money recouped? How is that video marketed in such a way that it makes money? And in competition with all of the free offerings on YouTube? It would take some serious thinking, researching, planning and testing, all of which would take considerable TIME ... and, as you've heard so many times, "time is money."
In short, the first question that has to be asked is whether the TIME it (and the outlay of at least some petty cash) would be worth the potential financial reward that the project might bring.
In this particular case, I can't yet "smell" enough money down the road to make the project feasible in spite of the low (almost zero) cost of using the internet as a marketing tool.
The second project that was discussed involved selling quality -- unusual -- natural aroma materials online. Now here we already have a lot of people doing it and certainly the internet -- a website -- is an excellent marketing and retailing tool for this sort of business. The questions are (1) how would I drive appropriate traffic to the website? and (2) how would I establish credibility for the products so that, in a competitive market, they stand out and are preferred over those of other vendors?
These are pretty standard internet issues and they can with effort, I believe, be addressed successfully. The first issue -- appropriate traffic on the website -- depends largely on the overall CONTENT of the website, content that is directly related to the products being sold and which goes beyond the stories being told by competitors.
This means digging deeper when researching the products you sell, digging deeper when researching your competitors products, and then being able to articulate your findings in a story using mostly words and, as appropriate, photos, illustrations, diagrams, videos, etc. And TESTIMONIALS from customers that also tell an appropriate story on behalf of your business.
If you've done your research, if you've amassed a ton of reports on the industry, your products, your competitor's products -- you ARE in a position to establish yourself as an EXPERT in the field, which gives you credibility when recommending your own products.
So you set all this in place, on a nice website with lots and lots of pages with real, relevant information about your products, their origin, their use, and perhaps ways to use them that your competitors have not yet discovered.
Then you get busy with the social networking -- make "friends" -- communicate regularly -- develop a following -- and, in time, you begin to make sales.
For those products that are "internet friendly," -- products that people LOOK FOR on the internet -- the internet is a great way to make sales. But it takes TIME ... lots of time, to put it together ... and it takes lots of creative energy.
The good news is that it does NOT take much money. Less than $100 a year if you're doing it all yourself. That's pretty darn affordable.
Thursday, December 3, 2009
Getting To Know The Fragrance You Sell
When a giant fragrance marketing company launches a new fragrance today, chances are they have done a LOT of homework trying to match up the "image" they will be using to sell the fragrance (a celebrity, for example) with the fragrance itself, and with the packaging. Hundreds of thousands of dollars will be spent. By one estimate, the entire anticipated first year's sales will be plowed into developing the fragrance and its launch.
And for all that, it's a crap shoot.
Giant fragrance launches need giant numbers of buyers. I was taught many years ago that to appeal to the masses -- the only place you can find a giant number of buyers -- you have to make the sales pitch as tame as possible. It must be acceptable too all, offensive to none. Leave out anything that might be regarded as controversial. Keep everything "nice." And in perfume, the same goes for the fragrance. Keep it "nice" so EVERYONE likes it. If you think this is boring, please read on.
For someone who wants to sell their own fragrance and IS NOT a marketing giant, the opposite approach works better. In fact, it is the only way to make headway against the giants. Let your product be a little "edgy" ... let your advertising be targeted to the few rather than the many. Don't try to compete with Coty and Estee Lauder on packaging.
But to make this work, you have to know your chosen market. And your fragrance.
Now let's talk about people who are making their own fragrances who are NOT part of the industry. Let me speak for myself.
When I work on a new fragrance, unlike the system of the giant fragrance marketers, I DO NOT have it all together in my head as to who (exactly) my target market will be and how I am going to appeal to them in my packaging. As to the fragrance itself, I may start off with a theme or image in mind, but for the most part I am working with my nose. I am tracking down "smells" that interest me, fascinate me, provoke me, and challenge me to "do something" with them. One of the results of this "method" was my men's fragrance, Toxic.
Of course like anything you create yourself, it's hard to see it the way others might. Among the first people to get a sample of Toxic were a perfumer with over thirty years of industry experience and a research chemist working for one of the world's largest fragrance creation houses. They were NOT impressed. (At least, not impressed favorably.) I was a bit disappointed, as anyone would be, but I kept my disappointment to myself and proceeded to offer Toxic to the world -- at least to my small niche in the world -- my websites.
At this point, Toxic has been around for a few years and I can't tell you how many men are using it but I can tell you that I use it myself. And I use it more frequently now than I did a year ago, because I have come to understand it.
Understand it? Yes. And a little background in history has helped me. First, my thoughts have very much been on "modern" art -- the art that emerged in Europe around 1900. This art was DIFFERENT from traditional art. It was scorned and rejected because it called for a new way of seeing. The eye -- and mind -- had to adjust to what the artist was doing. It took time, interest, and motivation. And today we look upon those once rejected painters as the heroes of the art world.
So ask yourself. Must today's men's fragrances smell like yesterday's men's fragrances? Is there room for a breakout? Can we adjust our noses to something new?
My nose had adjusted and, as a result, a whole lot of mass market fragrances are now nothing but stink to me ... and I am quite happy to wear Toxic in public.
But there is a second side to it that also relies a bit on a knowledge of history and it deals tenacity -- the ability of a fragrance to linger on, for a long time. Most 19th century fragrances -- particularly men's fragrances -- lacked tenacity. It is said that Napoleon Bonaparte never went anywhere without several bottles of cologne in his boot. When you think of a cologne lacking in tenacity, you can understand his need to keep refreshing himself.
And "refreshing" is perhaps the key historic word that goes with cologne.
4711, which claims to date back to 1792, calls itself "The Instant Freshener," Mennen called its famous after shave "Skin Bracer." Edmund Roudnitska's Eau Sauvage for Christian Dior was distinguished by its lack of tenacity. The deal is simple. Refresh and go away! Don't linger. Don't make a man feel "perfumed" (as a good number of men's fragrances do today!) Just wake the guy up in the morning, make him feel good, and then tone it down to just above zero by the time he gets to the office, factory, school or college, or the big government office.
In fact, seen THIS way, Toxic is a PERFECT fragrance that will not offend, even if a guy works in a "fragrance free" zone!
So here's what I've learned about my own fragrance, Toxic. First, you have to look at it like a piece of modern art. Your nose has to adjust to the concept -- and it can. Then when it does, you'll understand and appreciate it.
Secondly, Toxic's lack of tenacity is a VIRTUE, not a shortcoming. It gives you that 7AM jolt, it wakes you up and helps you get EXCITED about the day (what mass market men's fragrances can do that!) and then it settles down to just a very, very light, lingering note that won't offend the most vehement fragrance objector.
This is what I've learned about Toxic, my own creation. And now I want to learn more about the men who "accept it."
And for all that, it's a crap shoot.
Giant fragrance launches need giant numbers of buyers. I was taught many years ago that to appeal to the masses -- the only place you can find a giant number of buyers -- you have to make the sales pitch as tame as possible. It must be acceptable too all, offensive to none. Leave out anything that might be regarded as controversial. Keep everything "nice." And in perfume, the same goes for the fragrance. Keep it "nice" so EVERYONE likes it. If you think this is boring, please read on.
For someone who wants to sell their own fragrance and IS NOT a marketing giant, the opposite approach works better. In fact, it is the only way to make headway against the giants. Let your product be a little "edgy" ... let your advertising be targeted to the few rather than the many. Don't try to compete with Coty and Estee Lauder on packaging.
But to make this work, you have to know your chosen market. And your fragrance.
Now let's talk about people who are making their own fragrances who are NOT part of the industry. Let me speak for myself.
When I work on a new fragrance, unlike the system of the giant fragrance marketers, I DO NOT have it all together in my head as to who (exactly) my target market will be and how I am going to appeal to them in my packaging. As to the fragrance itself, I may start off with a theme or image in mind, but for the most part I am working with my nose. I am tracking down "smells" that interest me, fascinate me, provoke me, and challenge me to "do something" with them. One of the results of this "method" was my men's fragrance, Toxic.
Of course like anything you create yourself, it's hard to see it the way others might. Among the first people to get a sample of Toxic were a perfumer with over thirty years of industry experience and a research chemist working for one of the world's largest fragrance creation houses. They were NOT impressed. (At least, not impressed favorably.) I was a bit disappointed, as anyone would be, but I kept my disappointment to myself and proceeded to offer Toxic to the world -- at least to my small niche in the world -- my websites.
At this point, Toxic has been around for a few years and I can't tell you how many men are using it but I can tell you that I use it myself. And I use it more frequently now than I did a year ago, because I have come to understand it.
Understand it? Yes. And a little background in history has helped me. First, my thoughts have very much been on "modern" art -- the art that emerged in Europe around 1900. This art was DIFFERENT from traditional art. It was scorned and rejected because it called for a new way of seeing. The eye -- and mind -- had to adjust to what the artist was doing. It took time, interest, and motivation. And today we look upon those once rejected painters as the heroes of the art world.
So ask yourself. Must today's men's fragrances smell like yesterday's men's fragrances? Is there room for a breakout? Can we adjust our noses to something new?
My nose had adjusted and, as a result, a whole lot of mass market fragrances are now nothing but stink to me ... and I am quite happy to wear Toxic in public.
But there is a second side to it that also relies a bit on a knowledge of history and it deals tenacity -- the ability of a fragrance to linger on, for a long time. Most 19th century fragrances -- particularly men's fragrances -- lacked tenacity. It is said that Napoleon Bonaparte never went anywhere without several bottles of cologne in his boot. When you think of a cologne lacking in tenacity, you can understand his need to keep refreshing himself.
And "refreshing" is perhaps the key historic word that goes with cologne.
4711, which claims to date back to 1792, calls itself "The Instant Freshener," Mennen called its famous after shave "Skin Bracer." Edmund Roudnitska's Eau Sauvage for Christian Dior was distinguished by its lack of tenacity. The deal is simple. Refresh and go away! Don't linger. Don't make a man feel "perfumed" (as a good number of men's fragrances do today!) Just wake the guy up in the morning, make him feel good, and then tone it down to just above zero by the time he gets to the office, factory, school or college, or the big government office.
In fact, seen THIS way, Toxic is a PERFECT fragrance that will not offend, even if a guy works in a "fragrance free" zone!
So here's what I've learned about my own fragrance, Toxic. First, you have to look at it like a piece of modern art. Your nose has to adjust to the concept -- and it can. Then when it does, you'll understand and appreciate it.
Secondly, Toxic's lack of tenacity is a VIRTUE, not a shortcoming. It gives you that 7AM jolt, it wakes you up and helps you get EXCITED about the day (what mass market men's fragrances can do that!) and then it settles down to just a very, very light, lingering note that won't offend the most vehement fragrance objector.
This is what I've learned about Toxic, my own creation. And now I want to learn more about the men who "accept it."
Thursday, November 19, 2009
Split Run Testing
The "split run" is a testing device long employed in mail order advertising. You have two ads. Which is more effective? You get the answer with a split run test. In addition to testing the effectiveness of an entire ad, headlines, photos, color vs. black and white, etc. can all be tested.
The mechanics for a split run test are simple. The advertiser prepares two ads of identical size and gives each a separate key code on its order coupon. When the coupons (orders) come in, the numbers are read and the winner declared.
The "perfect A-B split" is made possible thanks to the mechanics of the printing press. Some (not all) publishers of newspapers and magazines are able to print in such a way that, as the pages come off the press and are bound, alternate "books" include first the "A," then the "B," then the "A" ad again, etc. Thus a "perfect" split as the publication goes into distribution.
But now we're on the internet. How do we test ads and advertising concepts? It isn't easy and the attempts we make produce much less precise results than a "perfect" A-B split. Yet there are times when we still want to give the concept a try.
I have a number of fragrances that I have created. By myself. My own formulas. And I sell them on the internet. I have been developing a website, FrankBush.com and that website has produced some sales.
But, since I'm pretty much unknown as a perfumer outside of my own blogs, I need to stand on my head to get attention -- like the owner of a used car lot -- so to give the FrankBush.com website some "personality" I have tried to make it a bit colorful and not exactly what most perfume buyers would expect.
FrankBush.com website soldiers along.
But could I do better? Would a more "serious" approach to selling my own perfume outdo the seemingly frivolous approach of FrankBush.com? Thanks to the low cost of setting up a new website, I decided I would give it a try. Thus I now have a second website selling my own perfume and men's fragrances, a "serious" site, PGLightyears.com.
This split test will never have the accuracy of a traditional mail order perfect A-B split. But, as the new site acquires visitors (this will take time), I will be able to see whether I get more sample requests from the one or from the other. This information will help me develop new dvertising pages that sell more effectively.
Ultimately, it's the perfume itself that will make or break the business. But without a "following" you can't expect sales and I want to develop effective communications to build that following. I'm sure that you want this too.
The mechanics for a split run test are simple. The advertiser prepares two ads of identical size and gives each a separate key code on its order coupon. When the coupons (orders) come in, the numbers are read and the winner declared.
The "perfect A-B split" is made possible thanks to the mechanics of the printing press. Some (not all) publishers of newspapers and magazines are able to print in such a way that, as the pages come off the press and are bound, alternate "books" include first the "A," then the "B," then the "A" ad again, etc. Thus a "perfect" split as the publication goes into distribution.
But now we're on the internet. How do we test ads and advertising concepts? It isn't easy and the attempts we make produce much less precise results than a "perfect" A-B split. Yet there are times when we still want to give the concept a try.
I have a number of fragrances that I have created. By myself. My own formulas. And I sell them on the internet. I have been developing a website, FrankBush.com and that website has produced some sales.
But, since I'm pretty much unknown as a perfumer outside of my own blogs, I need to stand on my head to get attention -- like the owner of a used car lot -- so to give the FrankBush.com website some "personality" I have tried to make it a bit colorful and not exactly what most perfume buyers would expect.
FrankBush.com website soldiers along.
But could I do better? Would a more "serious" approach to selling my own perfume outdo the seemingly frivolous approach of FrankBush.com? Thanks to the low cost of setting up a new website, I decided I would give it a try. Thus I now have a second website selling my own perfume and men's fragrances, a "serious" site, PGLightyears.com.
This split test will never have the accuracy of a traditional mail order perfect A-B split. But, as the new site acquires visitors (this will take time), I will be able to see whether I get more sample requests from the one or from the other. This information will help me develop new dvertising pages that sell more effectively.
Ultimately, it's the perfume itself that will make or break the business. But without a "following" you can't expect sales and I want to develop effective communications to build that following. I'm sure that you want this too.
AMAZING TWO CENT SALE
I have said repeatedly that trying to develop an "internet only" perfumery is not a wise move for anyone who is totally unknown yet hopes to get rich quick. Please credit me with patience.
I do believe that developing such a business is possible and my own results to date have been, if not dramatic, at least encouraging. I believe that the "secret" to making such a business flourish is to find a compelling "hook" that will stimulate significant numbers of visitors to request a sample or samples, of your perfume or cologne.
So the fist challenge in this business, even before the fragrance itself, is finding a hook that will bring in sample requests. If you get lots of sample requests but no sales, you can rest assured that the problem lies in your fragrance, not your marketing.
So while my brain and nose are working on new fragrances, I keep my eyes open for marketing ideas that will stimulate requests for samples. My latest brainstorm, which I want to share with you, is the "TWO CENT SAMPLE" offers I am currently employing at my new retail sales website, PGLightyears.com.
The deal is simple. Send me two cents (plus postage and handling) and I'll send you a generous sample of each of the fragrances you request. Obviously two cents doesn't cover their cost. The standard postage and handling charge helps. Of course it would be nice to offer absolutely free samples because I really would like to get them out there but the last time I made a significant "free" offer, about sixty-five percent of those who took me up on it were serving prison sentences and not likely to become cash customers, even upon their release.
"Free" is a strong concept but in the practical world of business it has to be controlled. Thus "two cents (plus postage and handling.)
Will this concept work? Time will tell and I'll be happy to report back at some future date. Meanwhile for your own perfume marketing projects, always keep in mind the value of a sample and the need to get those samples out in the marketplace where they hold the potential to stimulate profitable sales.
I do believe that developing such a business is possible and my own results to date have been, if not dramatic, at least encouraging. I believe that the "secret" to making such a business flourish is to find a compelling "hook" that will stimulate significant numbers of visitors to request a sample or samples, of your perfume or cologne.
So the fist challenge in this business, even before the fragrance itself, is finding a hook that will bring in sample requests. If you get lots of sample requests but no sales, you can rest assured that the problem lies in your fragrance, not your marketing.
So while my brain and nose are working on new fragrances, I keep my eyes open for marketing ideas that will stimulate requests for samples. My latest brainstorm, which I want to share with you, is the "TWO CENT SAMPLE" offers I am currently employing at my new retail sales website, PGLightyears.com.
The deal is simple. Send me two cents (plus postage and handling) and I'll send you a generous sample of each of the fragrances you request. Obviously two cents doesn't cover their cost. The standard postage and handling charge helps. Of course it would be nice to offer absolutely free samples because I really would like to get them out there but the last time I made a significant "free" offer, about sixty-five percent of those who took me up on it were serving prison sentences and not likely to become cash customers, even upon their release.
"Free" is a strong concept but in the practical world of business it has to be controlled. Thus "two cents (plus postage and handling.)
Will this concept work? Time will tell and I'll be happy to report back at some future date. Meanwhile for your own perfume marketing projects, always keep in mind the value of a sample and the need to get those samples out in the marketplace where they hold the potential to stimulate profitable sales.
Tuesday, October 20, 2009
Marketing with Museums
I was updating the perfume museums listings for our Perfume Maker's Club the other day and it struck me that there were more "perfume museums" this year than there were a few years ago, and a significant number of these new museums were connected to a shop or business.
Now museum shops are nothing new. All sorts of art museums and cultural enterprises feature a "museum shop" that helps them raise money to support the museum. But in the world of perfume marketing the priorities have been reversed. In a number of interesting cases the "museum" exists to support the shop! For example, in France, one perfume house has two "museums" in Paris, one in Grasse and a fourth in Eze, just outside Grasse.
The deal is simple. You visit the museum and the museum tour leads you to the museum shop where you can buy that which you have just learned something about.
Fragonard has been the master of this technique but now Gamilard and Molinard are getting into the game. The Perfume Museum in Havana, Cuba is another example of this concept. Of course these are reasonably well financed operations so you wouldn't be setting up a museum and shop combination on their scale, perhaps.
But look what you can do with the concept.
It starts with a tourist attraction. This can be a very small tourist attraction if you happen to be in a part of the world where tourists come but there isn't much for them to do. A lot of tourist destinations are like this.
Next you need a location -- some "retail" or "museum" space. Think in terms of people selling antiques out of their home, garage or barn or an inexpensive storefront. Whatever it is, it should be inexpensive and it should have room for a nice sales area.
Now for a concept. Every museum needs a concept. The concept should, of course, entice visitors into buying a bottle or two of your perfume.
But your concept also has to have enough "educational" content so that your museum will make it into local tourist guides. It has to be more than just "come and see how I make my perfume." So turn it into, "come and see how perfume is made," and perhaps and additional flourish such as "with all natural ingredients" or "by an historic, traditional method." You can work out the theme but it should not sound too, too self serving.
Next you have to set up your museum. What do you need? A few bottles. Some modern equipment. A demonstration of how you work. It's up to your imagination but the more interesting you can make it for others, the more likely you are to get FREE publicity on local websites and in local tourist guides. If you can come up with a really strong concept and back it up by creating a really interesting and educational little museum, the bigger, more commercial enterprises in your area may actually highlight your activities, to draw visitors to the area, visitors who will stay at their hotels, B&Bs, or whatever.
All this needs to be done in a pleasant environment. No pressure sales. Friendliness toward all visitors whether they buy or not. Constant new additions to your "museum." A constantly developing website. Lots of energy.
But, if you think it out carefully and develop it with love, you just might build yourself a "museum" that can sell perfume!
Now museum shops are nothing new. All sorts of art museums and cultural enterprises feature a "museum shop" that helps them raise money to support the museum. But in the world of perfume marketing the priorities have been reversed. In a number of interesting cases the "museum" exists to support the shop! For example, in France, one perfume house has two "museums" in Paris, one in Grasse and a fourth in Eze, just outside Grasse.
The deal is simple. You visit the museum and the museum tour leads you to the museum shop where you can buy that which you have just learned something about.
Fragonard has been the master of this technique but now Gamilard and Molinard are getting into the game. The Perfume Museum in Havana, Cuba is another example of this concept. Of course these are reasonably well financed operations so you wouldn't be setting up a museum and shop combination on their scale, perhaps.
But look what you can do with the concept.
It starts with a tourist attraction. This can be a very small tourist attraction if you happen to be in a part of the world where tourists come but there isn't much for them to do. A lot of tourist destinations are like this.
Next you need a location -- some "retail" or "museum" space. Think in terms of people selling antiques out of their home, garage or barn or an inexpensive storefront. Whatever it is, it should be inexpensive and it should have room for a nice sales area.
Now for a concept. Every museum needs a concept. The concept should, of course, entice visitors into buying a bottle or two of your perfume.
But your concept also has to have enough "educational" content so that your museum will make it into local tourist guides. It has to be more than just "come and see how I make my perfume." So turn it into, "come and see how perfume is made," and perhaps and additional flourish such as "with all natural ingredients" or "by an historic, traditional method." You can work out the theme but it should not sound too, too self serving.
Next you have to set up your museum. What do you need? A few bottles. Some modern equipment. A demonstration of how you work. It's up to your imagination but the more interesting you can make it for others, the more likely you are to get FREE publicity on local websites and in local tourist guides. If you can come up with a really strong concept and back it up by creating a really interesting and educational little museum, the bigger, more commercial enterprises in your area may actually highlight your activities, to draw visitors to the area, visitors who will stay at their hotels, B&Bs, or whatever.
All this needs to be done in a pleasant environment. No pressure sales. Friendliness toward all visitors whether they buy or not. Constant new additions to your "museum." A constantly developing website. Lots of energy.
But, if you think it out carefully and develop it with love, you just might build yourself a "museum" that can sell perfume!
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