Implications Beyond the Cosmetic Counter
The findings of the FromTopDown research have implications which go well beyond the cosmetics and fragrance markets. In fact, several marketers in the music, automotive, film and entertainment businesses have embraced experiential marketing. Brands that provide consumers with product experiences to “test drive” will more likely be recalled at what Procter & Gamble Chairman A.J. Lafler calls the “moment of truth”, i.e. the time of purchase. The strategic implications of experiential marketing are clear: brands that create emotional engagement will be able to break through the clutter and connect with customers wherever they shop, in leading department stores, in “big box” retailers, or online. The strategic insight of the study of cosmetics purchasers is the importance of developing a marketing plan that allows consumers to experience the brand – literally in their hands – at the same time they are experiencing the brand’s message, shortening the interval from brand awareness to purchase intent and ultimately to purchase. Although sample-enhanced campaigns typically cost a premium to execute, they are clearly more effective, creating a much greater percentage of sales lift and therefore offer better ROI than advertising alone.
