Astral Boosts Sales with New Social Media Strategy
Astral Brands, the parent company of cosmetics giants Pur Minerals and Aloette Cosmetics, is pairing the power of e-mail and social media to raise awareness and boost sales of its expanding cosmetics lines.With an e-mail marketing effort that typically returns a 30 percent lift in same day sales, the company's new social strategy uses its ExactTarget-powered e-mail marketing messages to recruit new Facebook fans, providing the company a loyal group of brand advocates.
"Our expanded marketing effort provides both our customers and our independent consultants with new and different ways to interact with our brands," says Nalini Humphrey, online marketing manager at Astral Brands. "E-mail provides a solid foundation for us to drive traffic to our social media campaigns."
The company"s most recent Facebook campaign added more than 3,000 fans in the month of May. Using links in its e-mail marketing messages and on its Web site, the company invited its network of franchises, consultants and customers to become fans as part of the company's 31st anniversary celebration.
"Our expanding Facebook community provides us an engaged customer group that understands our products and wants to learn about the future of our brands and our ever-growing product line," Humphrey says.
"Our expanded marketing effort provides both our customers and our independent consultants with new and different ways to interact with our brands," says Nalini Humphrey, online marketing manager at Astral Brands. "E-mail provides a solid foundation for us to drive traffic to our social media campaigns."
The company"s most recent Facebook campaign added more than 3,000 fans in the month of May. Using links in its e-mail marketing messages and on its Web site, the company invited its network of franchises, consultants and customers to become fans as part of the company's 31st anniversary celebration.
"Our expanding Facebook community provides us an engaged customer group that understands our products and wants to learn about the future of our brands and our ever-growing product line," Humphrey says.