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    Glossier

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    Eulalie Serhal
    The document discusses different marketing media programs that could complement the growth of the Glossier brand. It analyzes peer-to-peer sales representatives, influencer marketing, paid media, and customer loyalty programs. For each program, it outlines positive and negative aspects. It ultimately recommends focusing on a customer loyalty program, as this option presents the most advantages for Glossier by helping to retain loyal customers, enhance relationships, and achieve business goals in an organic way.

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    Glossier

    Uploaded by

    Eulalie Serhal
    157 views2 pages
    The document discusses different marketing media programs that could complement the growth of the Glossier brand. It analyzes peer-to-peer sales representatives, influencer marketing, paid media, and customer loyalty programs. For each program, it outlines positive and negative aspects. It ultimately recommends focusing on a customer loyalty program, as this option presents the most advantages for Glossier by helping to retain loyal customers, enhance relationships, and achieve business goals in an organic way.

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    The document discusses different marketing media programs that could complement the growth of the Glossier brand. It analyzes peer-to-peer sales representatives, influencer marketing, paid media, and customer loyalty programs. For each program, it outlines positive and negative aspects. It ultimately recommends focusing on a customer loyalty program, as this option presents the most advantages for Glossier by helping to retain loyal customers, enhance relationships, and achieve business goals in an organic way.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    157 views2 pages

    Glossier

    Uploaded by

    Eulalie Serhal
    The document discusses different marketing media programs that could complement the growth of the Glossier brand. It analyzes peer-to-peer sales representatives, influencer marketing, paid media, and customer loyalty programs. For each program, it outlines positive and negative aspects. It ultimately recommends focusing on a customer loyalty program, as this option presents the most advantages for Glossier by helping to retain loyal customers, enhance relationships, and achieve business goals in an organic way.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 2

    Perhaps the statement “we learned a lot from listening to people” summarizes how the brand

    operates and the relationship with consumers. Let us agree on Glossier’s vision, which is to focus
    on the individual and collective needs of customers. In other words, the brand differentiates itself
    from competitors that set a standardized idea regarding what is beautiful.

    The issue is to decide on the right marketing media program to complement the growth of
    Glossier. Reading the case, we understand that the brand is not about the product but rather the
    person wearing this product. Thus, let us define and analyze each program (positive and negative
    aspects) and draw the findings.

    First of all, the peer-to-peer sales representatives is a practice where consumers promote and
    advocate the brand’s products to their peers. The program is similar to the traditional Word-of-
    Mouth marketing strategy (sharing a product experience with a close entourage). However, in
    this case, the information is also shared with another customer.

    Perhaps the negative aspect is mentioned in the case “Only on- quarter of the reps were creating
    social media content regularly and most generated fewer than 25 orders”. Thus, being a loyalist
    to the brand doesn’t necessarily mean you are interested in creating content and promote your
    thoughts. Human connection is surely essential, but might not be the best solution.

    Second of all, talking about influencer marketing program, it is partnerships or collaborations


    with influential personalities in order to promote the brand to a broader market. For instance, we
    are talking about the beauty tutorials we see on social media platforms such as Instagram or even
    our preferred celebrity’s make up routine on YouTube.

    In this case, several costs might occur such as the pay per post, the pay per click, the pay per
    view and the pay per sale. Nevertheless, it is important to note that not all individuals follow the
    same routines to resemble their idols. Therefore, the relationship is different when it comes to
    Glossier’s objective where the product by itself is not as important as the person wearing it.

    Third of all, it is true that paid media generates a relative “buzz” while creating earned media.
    This program is mitigating because of the ratio between the average order size (57$) mentioned
    in the case, and the customer’s acquisition cost of 52,50 $ on average (which is less significant
    than preceding years). The diminishing efficiency is also underlined “there wasn’t as much as
    competition in the online space”. Thus, the relationship is also altered due to the lower click
    through rate.

    Finally, we have the customer loyalty program. Implementing effectively this program could
    benefit customers by giving them incentives such as “discounts, free samples, early access to
    new products, and invitations to special events”. The case also mentioned the success of Sephora
    while using the Beauty Insider rewards as a strategy to strengthen its relationships with
    customers. The whole goal is to retain and satisfy an individual who is using the brand’s
    products. By rewarding them, consumers feel valued and appreciated for being loyal go Glossier.
    After analyzing the pros and cons of each media program, the peer-to-peer sales representatives
    and the customer loyalty programs offer great solutions to complement marketing strategies.
    Nevertheless, I think that focusing on a customer’s loyalty is the best option for Glossier to
    pursue since the program presents slightly more advantages as mentioned previously. It is also
    interesting to note the statement “Thus far, our retention has been completely organic”. It might
    be the best alternative to retain loyal customers, enhance existing relationships and then, achieve
    business goals.

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