Serena De Maio, Luxury & Beauty Marketing ExpertAward-winning marketing expert in Luxury & Beauty

Bio

Marketing Executive in Luxury & Premium beauty products, fashion and food industry. Expert in consumer understanding, brand management, advertising campaigns and operational marketing. Managed 20+ brands (incl. Dolce & Gabbana, Gucci and Hugo Boss perfumes), in 50+ different countries. Serial entrepreneur, currently leading a luxury food brand. Teaching Marketing and Entrepreneurship to Masters and MBA students. ____________________________________ Being successful follows an easy formula: Select a VERY specific group of consumers with an unfulfilled important, and ideally urgent, need. Make sure you can fulfill this group's need differently from the competition and be able to communicate your offer in a clear and effective way. If we work together, I will ensure your consumers will have a unique profile. I will help you sharpen your offer so it will be irresistible to them. And I will advise you so you communicate your message in a way that will maximize your ROI, especially if the marketing team is small.

Nothing, not even video conferencing will replace face to face exchanges. Make sure you connect regularly face to face to keep the relationship tight and to make sure you are in control or at least aware of what is really happening when you are not present.

From somebody who lost 100k by spending before having clients, my advice to you is: invest the least possible moneywise, try to sell, finetune your offering, try to sell, reloop ;)

A successful strategy I found is to start with prices that are slightly below the market average, do an excellent job, gather reviews and only then increase your prices. Deliver results that are higher than the price you are asking, gather reviews, increase your prices, reloop.

When your product or service is offering a solution SO unique that influencers and journalists will want to talk about it at minimum cost.

Part of a successful PR campaign is in the product/service and part is in the storytelling around it - the key for both is to be as single-minded as possible: select 1 benefit, select a VERY specific target group and bring to life your benefit with storytelling.

Crowdfunding is best as a pre-launch strategy for products. For a drive in theater, you could leverage it indeed to create awareness and offer pre-launch tickets at interesting rates.

A bigger question would be in my opinion if investing in a drive in theater is a good idea considering the booming of streaming.... But I'm sure you are offering such an amazing and unique experience that an investment of 400k is justified.

You mix the HOW (the platform you will use to provide your lessons) with the WHAT (your offering).

First work on your WHAT and how it answers the need of your WHO (your target group). This is the most difficult part - I can help you with that.

Once you have a unique proposition, then you will know where your target group goes to find the knowledge you are offering.

They come into play when you can't get enough data to support your decision. Or all the time, if you have an unlimited amount of money.

The more unique your name (low competition), the easier it will be to pop up on the first google page.

Forget about your name, which is such an egocentric approach to google search; focus on owning (i.e. repeating) the terms people will search when they look for a product or service like the one you offer.

Free? Yes, slavery. I mean, you do still need to feed the slaves. And they might get sick, and you still feed them while they are not working. I know, such a bummer.

Jokes aside, nothing comes for free in life and it's insulting to ask somebody to work for free.

What about turning the issue upside down. What if you offered defined services vs. unlimited, but you asked your clients to pay what they think the service is worth to them?

Now that's a service worth talking about.

Start with her network to gather successful case studies that she'll do for free. Once she can prove she has a program that works, she can ask her network to introduce her to people that would be interested. that's when she can try to sell her services.

Here is a story.

"The story goes that the ruler or India was so pleased with one of his palace wise men, who had invented the game of chess, that he offered this wise man a reward of his own choosing.

The wise man, who was also a wise mathematician, told his Master that he would like just one grain of rice on the first square of the chess board, double that number of grains of rice on the second square, and so on: double the number of grains of rice on each of the next 62 squares on the chess board.

This seemed to the ruler to be a modest request, so he called for his servants to bring the rice. How surprised he was to find that the rice quickly covered the chess board, then filled the palace! Let's stop here, and see just how many grains of rice this is.

The number of grains of rice on the last square can be written as "2 to the 63th power", which looks like this:

263

This means:

2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2 times 2

. . . or "2 times itself 63 times".

Which can be written as approximately: 18,446,744,070,000,000,000 (I can't write this more accurately as I have only 10 spaces on my TI-34 calculator!)

A grain of rice is approximately .2 inches long. Converting .2 inches to feet (divide by 12 inches to a foot) and then dividing that number by 5,280 feet in one mile, we get the length of the grains of rice, placed end-to-end, to be approximately 60,000,000,000,000 miles. How far is that? Alpha Centauri, the nearest star, is located 25,000,000,000,000 miles from Earth. Placed end to end, these grains of rice would reach farther than from the Earth, across space to the nearest star, Alpha Centauri, and back to Earth again!"

Credit: http://mathforum.org/sanders/geometry/GP11Fable.html

Happy cusotmers are the rice. Network is the chessboard.

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