This company's strategy, message and marketing are being built by collaboration (survey and concensus in the first stage) and crowdsourcing (implementing the tweaking and tuning of the campaign by putting out each component, from logo design and homepage refurbishment to the whole approach to packaging and positioning the products in the next phase).
Be part of the experiment. --DC
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Entrepreneurial E-Commerce and Branding - Cosmeceuticals, Rene Derme and Installment 3 of a Series On Branding and Growth in a Young Company...Welcome to our Collaborative Laboratory.
[Igor will escort you down to the laboratory...bundle up, it's a bit dank and chilly there...please watch your step, as the stairs are rather old and in need of repair]
Note: This ongoing series , where entrepreneurs, TNNWC Members, and the general public are invited to participate in providing useful input, feedback and suggestions that will help a small "boutique" business into a nationally-known brand with rapidly-expanding revenues and affiliates is brought to you jointly by TNNWC and by Mad Marketing Tactics.
You may learn about the products, the business and the website by visiting http://www.renederme.com/ . Then, please take our Survey #2 to give us your comments, criticisms and suggestions. Greg Martin, the company's Founder is receptive and ambitious. He has willing subjected himself, his website, his company, his beliefs and his products to a crowdsourced-survey approach. Your participation and enthusiasm regarding this wonderful experiment is profoundly appreciated.
After you've seen the website, you might just come back here, click on the Rene Derme Poll # 1 at: https://ciof.wufoo.com/forms/rene-derme-poll-1/, submit your opinion (which is valued), and then come back here!
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We are rapidly approaching 100 respondents to this survey, and some of the most significant findings (in terms of the frequency of their being mentioned as a recurring theme amongst the respondent population) thus far have been these:
1) Most men and many women do not know what the term "cosmeceuticals" means. A female's perception will be more cosmetics-oriented (as in the use of anti-wrinkle creams, skin care creams and superficialities, for which they customarily pay very prices and invest large sums of disposable income), while a male's view will be more toward naturopathic medicine, life-extension and anti-aging. Males are more wary and want to see more third-party scientific or anectodotal evidence. Males (especially) want to be told (i.e., educated) before they are sold.
2) Respondents liked the limited, fine-tuned product focus, and the specialization of the different formulations and their common "theme."
3) Respondents would like to see a simpler opening page, with an educational introduction about the benefits of honey and the other ingredients. It is something artful (it softens the "sell"), but it is also scientific -- it strengthens the informational value of the site and creates more excitement, curiousity and confidence on the part of the prospective Rene Derme product purchaser.
There is much more to come. If you haven't done so already, take a good look at the site, fill out your evaluation, and let us have the benefit and honor of your viewpoint.
Thank you for your many constructive comments about Rene Derme's site.
Faithfully,
Douglas Castle,
for TNNWC Market Research, Surveys and Polls.
The information in this article originally in the Mad Marketing Tactics blog.
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