La Mav approached Marketing Angels to seek help with launching their start up organic skin care label. La Mav was to be Australia’s first certified organic skin care product with active ingredients.
Tarj Mavi, the founder of La Mav, was extremely passionate about her product but knew little about marketing and was seeking help defining and executing a marketing approach during the critical start up phase of the project. Marketing Angels was tasked with creating and implementing materials and tactics to launch the brand.
Marketing Angels acted as La Mav’s outsourced marketing team to project manage the design of the packaging, the initial website and launch to market.
Launch event – Marketing Angel organised and staged a very successful launch event to introduce the brand to the public and media. The event invites were sent to brand ambassadors, key distributors. Media were invited to the launch event. Who were invited as part of a whole strategy for the launch event. Brand ambassadors were chosen and used to generate positive word-of-mouth at a grassroots level. Press releases were paired with the media invites. Appropriate media were targeted and contacted, and a strategy to recruit distributor partners. Key people within the skincare industry were also invited.
Distributors and Retail Strategy –We managed the recruitment of the appropriate distributor. Discussions were kicked off early in the marketing process, and then finalised as a General Manager was appointed in-house. The day that the brand was launched, Marketing Angels was very involved in an initial introduction to the retailers. In the 8 weeks from launch, we had 4 online retailers taking the brand on board and 15 traditional retailers. By May 2009 – we had 19 retailers in total.
Online marketing and social media –A social media presence was created with Twitter and Facebook accounts, which at the time was a new initiative for skin care brands in this space. Ongoing management of the social media has been done in-house.
Promotional Strategy –Sampling was used to introduce the product to retailers and the media. Online beauty portal Beauty Heaven ran a free sampling promotion and over 3000 sample requests were received. These requests then formed the initial database for online orders. Retailer and point-of-sale promotions included free sampling and a “gift with purchase” promotion.
Public Relations –Marketing Angels managed and created ongoing relationships with key media. We generated media callouts for samples and product information and responded to online media calls key print publications and bloggers. This activity attracted Body and Soul which is a key lift out in the Daily Telegraph. They featured La Mav products twice in the first year. La Mav was also featured Clean Food Organics – Nature and Health, G Magazine, Prevention, Professional Beauty.
Marketing Angels were a critical component in the successful launch of the La Mav‘s brand.
With clever low cost marketing tactics and a successful launch, La Mav was able to quickly build an initial database. Developing a sales and distribution strategy and then subsequently creating supporting marketing materials helped reach customers and generate sales.
La Mav‘s distribution grew rapidly in the proceeding months continued to grow – they built over 100 stockists as a result.
With the help of Marketing Angels, were able to successfully implement initial marketing materials, tactics and launch the brand while delivering to the brief. As a start up it was very important to make the most of the resources we had. The Marketing Angels team were able to use smart cost effective tactics and with a successful launch, we were able to quickly build on that initial success.
We really enjoyed working with Marketing Angels. The team took time to understand our product and the market and delivered fantastic results. We would recommend them as outsourced marketers to any businesses that need to enhance their marketing.
