Sorting out social media and social media influencers to sell your own perfume

Social media is a terrific marketing tool.

But it's a tool that can be hard to get a grip on.

If you are reading this because you believe social media could help your case, but you aren't currently deploying social media to support your brand, let's review a few of the issues that might be holding you back.

Issue # 1 — "Social media" is as broad a category as "print", "radio", "TV", or "direct mail." Within the social media category, new platforms are being introduced regularly. Some older platforms are falling out of favor while others have seen a dramatic demographic shift.

Because the use of social media is currently free, it's easy to forget that you are acting in the role of media buyer when you select the platforms you want to address. You make your selections the same way any media buyer would. Your goal is to maximize return on investment. You are concerned with the demographics of the platform, the reach of the platform, and what the cost to you will be.

Issue # 2 — What will it cost you to use free social media? If you promote using only your own social media assets, the cost is nothing more than the time and energy you put into conversations with your followers. But social media marketing has become much more than a conversation with your own followers, however large their numbers may be. Global brands, for all their money, power, and name recognition, have turned to freelance "social media influencers" for help in marketing their products. Brands pay cash for these services. Why? Because these freewheeling young kids do a better job of promoting. You may find yourself paying for their services too.

Issue # 3 — Social media influencers — These are the handful of generally young people who, through their social media conversations, have developed large followings of loyal devotees whose buying decisions can be influenced through these conversations.

No certificate is needed to be a social media influencer. No college degree or government accreditation is required. It is the ultimate entrepreneurial use of the free resources that the various social media platforms make available to anyone.

But there's money in the business of being an influencer. Top influencers currently earn from $100,000 to $500,000 annually. Being a social media influencer is both a career and a business.

Issue # 4 — The dream of becoming a social media influencer. Think of how attractive the idea is, if you have an Android or iPhone and are regularly "on" social media, to become a social media influencer yourself. Think of the stuff brands will give you, think of the fame, think of the money. Think how this career promises so many more benefits than those your school guidance counsel suggests.

It costs nothing to get started. You (the young person) already have your own smartphone and that's all (you think!) you need. With that phone you can make and edit videos and post them to all your social media accounts. You can do all this while attending school. And even if you don't make money, it's both cool and fun.

There are no barriers to prevent anyone from trying to become a money-making, social media influencer. Your success will be judged only by your performance and your presentation and your performance, as perceived by marketers, may be judged largely by your presentation!

But this leads to confusion over who can really deliver results. Major brands can afford to make a few mistakes and are better equipped than small marketers to monitor results. So this leads us to the next issue — "influencer marketing agencies."

Issue # 5 — Influencer marketing agencies — Marketers complain that they don't know what an "influencer" is worth. How much should they pay to have their product exposed by an influencer? Influencers, particularly beginners, don't know how much they should ask. To help solve this problem, a new sort of talent agency has arisen, the "influencer marketing agency." Their advertised service is to bring marketers who have money together with people who claim to be influencers and who want money.

Just as anyone can advertise themselves as a social media influencer, so too anyone can advertise their business as an influencer marketing agency. Presentation is all important, "performance" can be finessed.

If you are a small marketer of your own fragrance, you might try going to one of these agencies (that are popping up all over) to save yourself the confusion of finding and approaching a self-described social media influencer on your own. Will the convenience be worth what you might pay? If you do decide to go this route, it is wise to TEST on the smallest possible (buy practical) scale. But at times you just have to pick a starting point and go forward, learning by experience and perhaps getting burned just a little in the process.

Analysis

If you are the marketer of your own perfume, it is likely that you'll want to make some use of social media. You may have your own social assets — Twitter, Facebook, Instagram, or whatever — but if you're going to do some heavy selling, it's likely you'll be led to consider working with an "influencer." This was a topic that was explored in the May 2016 issue of Perfume Strategies. The article made some suggestions but the fact is that, to data, there is no clear and simple path to using this tool. At present we can only keep our eyes open, be aware of what others are doing and, should a practical opportunity present itself, test this pay-to-post "influencer" tool on a moderate scale.


Making Perfume By The Quart
Making Perfume By The Quart: A do-it-yourself project book

Many who love perfume dream of having their own -- but it can seem too complicated, too "from another world." Making Perfume By The Quart brings it down to earth for you in ten remarkably easy to understand chapters of instructions that guide you through the complete production process, from concept to finished perfume. But you make just one quart.


Creating Your Own Perfume With A 1700 Percent Markup! (3rd edition)

Perfume is famous for the markup it can achieve, even for a middle market fragrance. While "everybody knows" that perfume costs next to nothing to make (not completely true) the making of it is often considered an esoteric secret. "Creating Your Own Perfume With A 1700 Percent Markup!" details how a 3-person company with no experience created their own fragrance in response to a marketing opportunity that was too good to pass up. The book explains exactly what was done to create a fragrance for that opportunity but it is far more than a history of the author's project. "Creating Your Own Perfume With A 1700 Percent Markup!" lays out every step in the process of creating your own perfume, either as a do-it-yourself project – and without the benefit of automated equipment some compromises and workarounds are required – or full bore professional production under your supervision. Either way you will be producing a quality fragrance at a remarkably low cost. Do you have a marketing opportunity that would be wildly profitable if only you could obtain your fragrance at a ridiculously low cost? "Creating Your Own Perfume With A 1700 Percent Markup!" is the guide you need to do it.


Naming Your Perfume And Protecting Your Name

A really great name, a special name that is just right for a particular perfume or perfume marketer (or entrepreneur with money to invest!) can be worth a ton of money. But few individuals with great ideas ever manage to cash in on those brilliant ideas. Instead they wait while others "discover" their idea, acquire legal rights to it and make all the money while they are left out in the cold without a penny having been earned for what was once THEIR idea.

If you are struggling to name your perfume and are looking for a name that will have real value, "Naming Your Perfume And Protecting Your Name" will help you weed out low value names and point you to names that have better marketing value plus the potential to become valuable assets in themselves.

If you have a great name you want to protect but no fragrance, "Naming Your Perfume And Protecting Your Name" will guide you through the simple steps you must take to acquire a legal right to that name before someone else grabs it! Best of all, "Naming Your Perfume And Protecting Your Name" shows you how to gain strong legal protection for your name without a lawyer and without spending more than pocket change.

Never had an idea for a product name? Never thought much about perfume? "Naming Your Perfume And Protecting Your Name" may stimulate your interest in a whole new game that, when played well, can make you lots of money without your having to leave the comfort of your home office.


How To Launch Your Own Perfume Company: A Simple Business Plan

You can build a perfume business of your own using this business plan as a guide. By following its detailed strategy you learn to identify motivated groups of potential perfume buyers. Members of these groups are near the tipping point of desire for a new perfume. You don't know these people and they don't know you but you know a marketer they trust, one who does not currently sell perfume and might never think of selling perfume were it not for your approach. Here is where you step in with a professional plan, promotion, and perfume to take advantage of this ripe opportunity for mutual profit. Before your first promotion has peaked, you will already be developing a relationship with your next marketing partner. Following this plan, you will gain more and more profit with each new marketing partnership.


Creating your own perfume from dropper bottles: Methods, mechanics, and mathematics

Now when you make your own perfume you can make it fully "commercial" meaning you will be creating a product ready for regular, continuous sales to friends, relatives, and the public! If the fragrance you've made has already won praise, why not share it with others? Some might pay you for it and want it for their web stores or retail boutiques! Creating your own perfume from dropper bottles: Methods, mechanics, and mathematics guides you through steps that can turn your hobby project into a perfume business. Discover how close you are now and how little more you must do to take what you made with essential oils and dropper bottles into a business of your own! For an introduction to this book, watch this video.


How To Create A More Valuable Name For Your Perfume

When you name a perfume you create a valuable asset – the name itself. To sell your perfume you want the most effective name possible. But a good name can have value beyond the edge it gives your sales. In naming your fragrance you are creating a trademark and a trademark can have value independent of the product. The value of that trademark can vary. Much depends on how well, in naming your perfume, you follow the trademark "rules." How To Create A More Valuable Name For Your Perfume first helps you develop a name that will be effective in selling your perfume. It then prods you to make use of certain techniques that can turn a good name into a great trademark, strong and valuable. If you have questions about how to protect a name, How To Create A More Valuable Name For Your Perfume will answer many such as:

  • Can you protect your name yourself or do you need a lawyer?
  • Can you register a trademark without a lawyer?
  • What does it cost to register a trademark?
  • How do I enforce the rights I have established?

How To Create A More Valuable Name For Your Perfume covers both state, federal, and international protection.


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Philip Goutell
Lightyears, Inc.