1. intro
LIPSTICK. TARTE.
Tarte is lip stick that’s as good as lipstick. It’s not just a good lipstick—it’s a “lipstick that’s good like lipstick.” Tarte Lip Glaze in “fuchsia flamme,” $18, tarte.com
This is what we call an “integrated marketing strategy,” where the whole product and brand experience is integrated into one holistic marketing effort. It involves advertising, PR, sales collateral, social media promotion and more. And it also means that wherever possible you need to take advantage of every channel you have access to—social media is a big one—and create content which says exactly what your products do and how they do it (and why).
So let us use this opportunity to give you some tips on how to do that:
2. history of tarte
There are a lot of lipsticks on the market. With so many choices available, it can be quite overwhelming to choose one. It can also be frustrating when you’re disappointed by a particular lipstick — or even worse, when you don’t like the shade you find yourself wearing all day.
In order to get your lipstick right, and make it work for you, there are some things you need to keep in mind:
New women want lipsticks with a high-impact pigment and an intense color payoff. There are dupes for every shade out there but no lipstick should look identical to its closest competitor. The colors should not have too much of anything else going on besides the color, which is what is important to women looking for a great product that will last all day and not have glitter in it (which means not too glittery).
The price point is key too: if people can buy one for $15 or more, but aren’t willing to pay $30+, then there isn’t much of an audience for your product. In terms of marketing, only the top tier brands have significant audiences at this price point — so if you want your lipstick to work as well as they do (and they do) then this is where you need to focus your efforts.
Tarte has been making high-quality products since 1999 and has been around long enough that we have access to real customer data on how they perform against other types of products within the same price range — so we know what works best at this price point and what doesn’t work well at this price point. We also know our competition better than anyone else because we use their data against our own products (to learn about their weaknesses).
3. how to use tarte
The tarte Lip Go was a huge success for Tarte and received tons of media coverage. It’s no surprise that it has been a huge success for us too – the business case for this product is huge and the demand is enormous.
One of the key elements of our marketing strategy is to take advantage of this. Our goal is to use social media to drive traffic to our website, which in turn drives sales through online advertising. This strategy has worked really well so far, but there have been some bumps along the way.
Unfortunately, we didn’t learn from past mistakes when we launched our Lip Go site (shame on us). We had a large influx of traffic with high engagement and conversion rates around launch day (what do you expect?) but afterwards things started getting more expensive and less productive for us – with large amounts of unsold inventory running through inventory levels higher than we would like to see them (worse still, profit margins were lower than desired).
We have made significant investments in content marketing in order to increase awareness of tarte lip get it and push more people towards buying the product. But here’s the thing: while many people are aware that they need lip gloss, they don’t know what it should do; they don’t know why it works or how much better it is than other brands; they don’t understand what differentiates tarte lip get it from other products (or even their own alternatives) – all of which are some of the most important factors when purchasing a new product.
In fact, many people will have never heard about lip gloss at all unless your launch day post goes viral or you sell out your entire stock quickly… or you see a product photo in the press without any additional info about its function or benefits – either way it turns out not being able to market to them is a big mistake that can close your doors for good.
So before jumping into all kinds of tricks to manipulate Facebook likes and Twitter followers on your Facebook page let me remind you that there are two kinds of social media: brand awareness and brand advocacy . Both types work well but only one will lead you into becoming an evangelist for your brand actively promoting your brand on social media sites like Facebook and Twitter… yet another reason why building strong relationships with bloggers via email (which I will cover below), blogs/websites/journalists/etc., whose readership is high enough that they
4. pros and cons
Being able to write in a bubble is a sign of intelligence and creativity. Writing in a bubble forces the writer to be aware of what they are writing (their own thoughts, opinions, etc.). The more you can do this, the better your writing will be and the more you will get done.
In the process of thinking about tarte’s lip-quenchy product line I found that I was able to come up with three different versions of what that product could be:
1. All products are good for our lips. Some are better than others. To pick one, let’s add “lip-quenching” to the mix. Hey! Let me tell you how good these products are! Here is how wonderful it is:
2. Our lips love these products, but they aren’t perfect for them (they can cause dryness or chapping). When we think about our lips, we think about two things: moisturizing and enhancing their appearance and texture (like how lipstick does this). We want to make sure they feel great while they look great, but don’t want them to feel too dry or too tacky or too tight or too chapped or anything else like that. We think about this problem because we have had problems with lipstick causing dryness on our lips in the past and we have also had issues with it making our lips look odd as well because it wasn’t exactly matte. We believe that lip-quenching solutions will be good for both of these problems at once — so if you have any suggestions please let us know!
3) Our lips need something different than lip gloss or moisturizers; they need something that makes everything just a little bit softer (and nothing more). As adults we probably all have some trouble finding something soft on our face unless we wear makeup all day long; but if we didn’t wear makeup all day long then our skin would probably be very hard already so there would be no need for these other products (but maybe a need for an extra layer of sunscreen and sunscreen sprays). We believe that sticky chapsticks could provide just the right thing — a way to soften everything without making your skin greasy at all times. And if you have any suggestions then please let us know!
Now, here is why I chose tarte as my inspiration: As you can see from above (and from most of my posts), my
5. conclusion
At this point, we should have a clear idea on what the product actually is. In our case, the product is pretty much just a gloss. It’s not particularly complex itself, but it has a unique feature that makes it stand out as an alternative to comparable products. Since we only used (and didn’t monetize) the “get it” feature once, we can be fairly sure that users will continue to use it again and again.
So now comes the hard part: how do we convince people to pay for that? The answer is probably the simplest one: “Try the tarte lip gloss!”
It doesn’t matter what you name your marketing channel, or how you structure your sales process. Here you have a very simple concept in which you are asking someone to pay for something they don’t really want or need; and yet, you are in fact selling them something of value. We call this “value marketing” (or in other words, “value-add marketing”). The best way of doing this is to make sure your audience knows exactly what value they are getting from your product — by communicating clearly and convincingly why someone should buy your product instead of another.
And it doesn’t even have to be copywriting — let me show you some examples: