Hi there, I’m Richard, and welcome to Beauty Business Journal, a community for entrepreneurs, indie founders, marketers, and industry professionals. Every week I address reader questions about marketing, digital, growth, strategy, and anything else that’s stressing you out in your business. Send me your questions and in return I’ll share actionable insights and advice. 📝
Q: I’m doing a research for my compnay on the impact of advocacy programs on the sales of beauty brands. Can you share insights on how beauty brands utilize advocacy programs to boost their sales?
Back in October 2020, Toby Britton (co-founder and CMO at Miappi) wrote this article for BBJ about the value of advocacy as a brand building tool. I want to revisit advocacy today – not just as a means to raise brand awareness and spread product education, but as a powerful way to drive sales.
A key focus for me over the last few weeks has been the darkly looming recession. Everyone’s talking about it, and it’s going to affect beauty brands (and all brands) in a big way. But that doesn’t mean that everything we do to brace for the economic downturn has to be seen through a doomy, gloomy lens; now is the time to refocus your marketing strategy and build new tools to make sure your customers feel strongly enough about your brand that they want to stick with you over the next few years.
And an advocacy program can do just that. It’s not just about cheating the system via UGC – advocacy can drive solid sales and extend the customer lifecycle.
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Updated December 2022
