Page 17 - Engage -- no.11 -- Winter 2018

store traffic by generating warm leads from digital channels, including Facebook and Google. [This is intended to] supplement Harley’s traditional strength in word of mouth and reach younger potential buyers,” explains Pinckert.
Today, Mary Kay’s Independent Beauty Consultants no longer rely solely on door-to-door canvassing—they incorporate calls to action and carefully curated hashtags in their social strategy. On a corporate level, Mary Kay also employs curated Pinterest boards to encourage users to share “skin-spiration” photos and seasonal styling tips. The brand’s Instagram account boasts more than 390,000 followers.
“Mary Kay is a great example of an old brand learning new tricks,” says Pinckert. “Through a deep partnership with the TV show Project Runway, Mary Kay engages makeup enthusiasts by showcasing models and makeup artists putting Mary Kay products to use in a singularly aspirational context. Viewers then enjoy exclusive content on MaryKay.com and active engagement with the brand through social media fan voting.”
Mary Kay’s digital tactics go beyond eyeliner how-to guides. The brand’s Virtual Makeover app allows users to upload selfies to experiment with hair and makeup combinations, and the company’s e-catalogue comes complete with keyword-searchable pages, video tutorials, and social-sharing capabilities.
LASTING LEGACIES?
It’s no secret that many legacy companies
today are struggling to keep pace with changing consumer demands. But brands are making
moves to stay relevant in the face of modernity.
For example, the Mary Kay Foundation, which
is dedicated to finding a cure for cancers that
affect women and to ending domestic violence, aligns with millennials’ penchant for social consciousness. Harley-Davidson is experimenting with the changing American cultural landscape; the brand’s 2011 big-screen feature film, Harlistas: An American Journey, examined Latino motorcycling culture in the United States—a nod to diversity. And Patagonia falls right in line with America’s newfound obsession with corporate responsibility.
So, what lies in store for the future? VR cross- country motorcycle journeys or mountaineering experiences? Holographic makeup consultants? The next frontier of digital is yet to be determined, but one thing is certain: these brands’ legacies won’t soon be forgotten. n
MARY KAY’S
MARKETING MAKEUP
In the ‘60s and ‘70s, Mary Kay’s primary sales venues consisted almost entirely of housewives’ living rooms. Today, this space has partially migrated online. In the era of the mommy blog and beauty vlogging, there’s great potential to peddle products to a highly targeted online demographic.
Winter 2018
15
Brands Gone Social: How Social Media Has Irrevocably Changed Word-of-Mouth Marketing
Of all the digital innovations that have turned the world of marketing on its head, social media is arguably the most disruptive. Twitter, Foursquare, Yelp, Pinterest, YouTube, and the coveted comments section have made word-of-mouth marketing into a whole new ball game. (Don’t even get us started
on Amazon reviews.)
Brands such as Harley-Davidson and Mary Kay, which have relied heavily on WOMM since their early days, are emblematic of the exciting possibilities that social media presents in this arena. And yet, social media is a marketing tightrope act. Questions abound: Can controversy be a good thing—if it gets us trending on Twitter? Does share count translate into conversions? Is there a damage control plan in place for a runaway hashtag?
Despite the challenges, there’s little doubt that social is here to stay. Below are three ways brands can streamline social buzz in 2017 while maintaining brand consistency.
Marry IRL activations with online content. Real-world events provide the perfect catalyst for quality social media campaigns. For example, Harley-Davidson taps into its loyal fan base with H.O.G. events and corresponding email marketing and social campaigns.
Mary Kay sponsored the 50th Annual CMA Awards, aligning
with the hashtag #BeautyLovesCountry. These tactics are prime examples of blending online and o ine worlds with grace.
It’s not just about the “four
Ps” anymore. In a 2014 Forbes article, former president of
the WOMMA (Word of Mouth Marketing Association) Suzanne Fanning suggests that marketers today should place less emphasis on the “four Ps”—price, product, promotion, place—that were drilled into their heads in business school. Today, she says, it’s more about the “three Es”: engage, equip,
and empower.
Reviews and recommendations
are hugely valuable. With an overwhelming percentage of all purchases (some studies cite as much as 50 percent) resulting from personal-network recommendations, it’s worth putting considerable time, money, and e ort into platforms that facilitate bona de testimonials—or o ering such a feature on your website’s product section—and nding a way to prominently feature positive reviews via social media.