Being at BeautiControl for close to 20 years, I have seen a multitude of changes. I was here during the days of Color Analysis and have seen the transition of our business into one of the most compelling and dynamic business models in this industry. I have seen us make that shift from being the “World’s Premier Image Company” to being a company that paves the way in anti-aging skin care solutions. Our Spa gives us one of the most compelling selling situations in this business and continued to be the venue in which we can demonstrate and sell our amazing products. With the Instant Facelift, I have seen another transition of our business and a re-focus on selling at the Spa.
Throughout all of these transitions, I have always been known as the “Product Guy”. I thought it might be a good time to outline exactly what areas that my team is responsible for in this business. As VP of Marketing and R&D, my role in the company reaches beyond product development to include all areas of Product Marketing. I am fortunate to have assembled an amazing team that manages this business like clockwork. We continue to strengthen our team and have some really great things planned for you in the coming months.
Just so you understand the full scope of my responsibilities, let me give you a quick run-down of my departments:
Product Marketing
Product Marketing involves so much more than just new product development. Product Marketing is actually managing each brand to perform to annual sales expectations. At the beginning of every year, we set strategic plans to drive the sales performance of each brand in our portfolio to achieve their category performance objectives. Whether it is a new product, a re-launch, re-promotion or a sale to drive brand growth or it is a discontinuation, a re-focus or a line reduction to shift brand growth, these are areas that are within my focus.
We run on a three year planning cycle to ensure that we are ahead of the industry when it comes to developing new products to drive brand performance. In the event that a new product is required, the Product Marketing Managers will create a brief that outlines the specifics of the new product based on market research, field requests or based on necessary updates/voids in our existing product offerings.
In addition to outlining the requirements of a new product, this team will also track the development, choose packaging, create a name, develop brand positioning, create support materials, including literature, video, training, etc, and manage the lifecycle of the product as long as it is an existing product.
Research and Development
When a new product is needed to drive brand performance, the Product Marketing Manager will rely heavily on our R&D Department for the formulation and testing of the product. We have one of the most advanced Research and Development facilities in the industry here at the BeautiControl Research Institute. Our team of scientists are constantly researching the latest industry trends and finding ways to utilize them in ground breaking formulations and delivery systems that ensure maximum efficacy. After a product is created, it is then thoroughly tested for both safety and efficacy with independent laboratories. Our R&D team is responsible for the creation of products that not only set trends in this industry, but leads the industry. Simply put, you won’t find a more advanced product at a price point anywhere comparable to ours. Unlike most companies in our industry, R&D actually reports in to Marketing, which ensures customer focus and the creation of a product that has the end consumer in mind.
Merchandising
The Merchandising group is a very important department within our Marketing umbrella. This team is responsible for forecasting the sales of a product, developing merchandising offers (sales/offers) and balancing inventory levels. Ultimately, this department gets the products into inventory then manages them out of inventory when the life cycle of the product has come to an end.
Client Marketing
Client Marketing includes all the programs that help you contact and market your business to your clients, including Beautipage, E-Postcards, Client Connection, etc. The function of this department is to create tools for you to market yourselves to your clients.
Web Marketing
Web Marketing is responsible for the image, navigation and architecture of BeautiNet as well as various types of Marketing initiatives that help us to strategically drive our points of contact and media support through web initiatives. From a Web Marketing perspective, our goal is to create an innovative, and motivational environment to help Consultants build their business. The purpose of Web Marketing is to create the optimal face of BeautiControl to the public through our web presence…whether it is BeautiControl.com or BeautiNet.com.
We have really made some great changes in this department recently and I think you are going to see some amazing new advancements through BeautiNet in the coming months. Our vision for the future of BeautiNet is to be a one stop shop tool for Consultants to be successful at running an effective, fun and profitable business.
The Spa
One of the things that I am very passionate about is the Spa. This is one area that I will be spending much of my time concentrating on for the next months. The Spa is the source of our sales. A healthy, entertaining and successful Spa means a successful Consultant. The Spa is the source of building clients, creating additional bookings and attracting new Consultants to the business. We have been spending a good deal of our time over the past months creating new tools and training that will help to strengthen your Spas and make them as profitable as possible. I can’t wait to show you more of what we have planned in this area.
Basically speaking, my team is responsible for the products you sell, how you sell them, where you sell them, how much of them you sell and the tools to view your business performance and speak to your clients. The role of Marketing is carefully woven together with Communications, Training, Sales Promotion, Sales Incentives and Sales to create the face of BeautiControl. We have a dynamic team that work hand in hand with one singular focus…your success.
I hope this helps shed some insight into the inner makings of my world. You have an amazing support team here that work tirelessly to help ensure your success. I am proud to be the “Product Guy”, but more importantly, I am proud to be able to represent such a tremendous marketing team. You are in good hands!!!
Have a great weekend.
Man, I would love to be involved in some of that. I'm a college student majoring in marketing, and everything sounds so familiar! The first class I had was "Principles of Marketing" & we talked about the purpose of marketing is to know the customer's needs and meet them. BeautiControl not only does that for our clients, it also does that for us as consultants! I LOVE BC!!!
Posted by: Julie Fielding | June 24, 2009 at 03:05 PM
What a great article!! I always knew BC was on the cutting edge of our industry, but never really knew why. You did a great job of explaining that. Wow, though, it seems very complex, I'm glad all I have to do is have spas!! Thank you Gary for all you do and all your team does!! Thank you for BC's commitment to being the best!! I love BC, too and always will!! Thanks again!!
Posted by: Jennifer Penner | June 21, 2009 at 12:08 AM
Gary, I so appreciate EVERYTHING you and your departments do to support us. I am committed to using every resource you create to grow my business. What a blessing it is to have such support behind what we do! I LOVE BC for LIFE!
Posted by: Michele Honore' | June 19, 2009 at 06:01 PM
Gary,
Thanks for ALL that you do for us as consultants. You are amazing! BC would not be BC without YOU!
Posted by: Jayne Phillips | June 19, 2009 at 03:17 PM
In good hands we certianly are!...and I consider myself blessed to have such an AMAZING team working to ensure that MY best life is possible!! Thank you from the bottom of my heart! Gary---YOU ROCK!
Posted by: KIM | June 19, 2009 at 03:13 PM