Estée Lauder is a great people of the cosmetics industry, she presented the idea of " jars of hope" of beauty creams.She died when she was 97 years old. The company Estée Lauder was found bt Mrs.Lauder and Mr.van Ameringe in 1946.
The picture shows us that Mrs. Lauder was introducing the products for customers at the store. (From: A Lifetime of Beauty)
One of the reasons that Estée Lauder was successful because of her hard working efforts. During the period when Mrs. Lauder was still in her business, she loved to touch her customers. She often showed up at stores when the new products came out. Also, her marketing strategies were also successful. She knew the rewards was important,and she was known for the free simple and " gift with purchase" in the industry. What's more important, she spent $50,000 for advertising by an agency.
Mrs.Lauder ran world-of-moth campaigns before the marketing become mainstream. Her slogan was" telephone, telegraph, tell a woman. Jane Lauder her grandson said " she was the best saleswoman ever:she just kept going, kept convincing you." Her success because of her insistence, she insisting on touching every customers.“I wanted a goal, I wanted to be the top of something,” Estée Lauder says. “I would stop at nothing.”
Mrs.Lauder told us that the successful marketing strategy is about hardworking, insistence, touch customers, and word-of- mouth. To touch customers is a good way to make the free advertisements for the company. Word-of-mouth is good marketing advertising tool that make more and more customers aware the company and products. If we want to be successful, we should insist doing it and do not give up
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