Introduction
L’Oréal is a massive multinational corporation that specializes in the production of a wide range of skincare, cosmetics, and beauty products. One of its top-ten offers is L’Oreal Paris Smooth Intense Shampoo, which sells incredibly well and carries the brand name. This paper will review 5 prospecting methods suitable for today’s marketing environment. The chosen methods include E-prospecting, customer referral, telephone and telemarketing, networking, and public exhibitions and demonstrations.
E-Prospecting
The first way to reach out to potential clients is through the Internet. L’Oréal can acquire services from companies that handle personal data to customize the banners and offers individuals see in screen advertisements. The strength of such an approach lies in its reach – the Internet has long surpassed other forms of media in terms of users (Kingsnorth, 2022).
It also allows for tailoring advertisements and products to specific customers. At the same time, the likelihood of active purchasing behavior per ad remains low. Still, this is the best method for reaching a wider audience, especially for smaller products like shampoos.
Customer Referral
This strategy revolves around loyal customers introducing new ones to the product. Typically, this method results in a higher percentage of purchasing behaviors. The reason is that loyal customers serve as experts and a guarantee of high quality and personal satisfaction (Paley, 2021). However, this method is slow and typically requires an incentive for customers to start advertising to their friends, family, and co-workers. Nevertheless, it can be used by the company as an efficient way to attract and expand a loyal customer base.
Telephone and Telemarketing
One of the classic prospecting methods, this type has an advantage that E-marketing does not. It allows for a degree of personal and direct communication with the client, making a persuasive attempt much more likely (Ferrell, 2023). With telemarketing, the customer can see the presenter’s face, whereas in telephone communication, it is personal and voice-only. While this method has less reach, it is also more likely to drive purchase behavior among L’Oreal customers.
Networking
Networking is a method in which a prospector attends a thematic event and seeks to make connections with others before selling them products. This is a good way to find partners and complete large contracts (Perreault et al., 2021). Visiting a retail store networking event, for example, can help L’Oreal be sold in those specific retail chains. While this method does not allow for direct sales, it enables achieving greater profits through the economy of volume.
Public Exhibitions
This approach to prospecting allows the seller to present their product and enables potential customers to experience it. During the process, there is plenty of opportunity for two-way communication and relationship-building (Grewal & Levy, 2022). This increases the likelihood that individuals will buy the product and become loyal customers. However, this method is expensive, as it requires a public space and the provision of free shampoo samples to visitors. Nevertheless, L’Oreal can afford to promote the product.
Conclusions
The methods presented are some of the most efficient for prospecting a product like L’Oreal Paris Smooth Intense Shampoo. When used together, they enable brand recognition, direct sales, and large-scale contracts with potential distributors. These qualities make them useful when selling small-time cosmetics, such as shampoos, to customers who may express varying degrees of interest, promoting the goods as useful and unassuming purchases.
References
Ferrell, O. C., Hartline, M., Hochstein, B. W., & Boivin, M. (2023). Marketing strategy. Cengage Canada.
Grewal, D., & Levy, M. (2022). Marketing. McGraw-Hill.
Kingsnorth, S. (2022). Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers.
Paley, N. (2021). The manager’s guide to competitive marketing strategies. Routledge.
Perreault Jr, W. D., Cannon, J. P., & McCarthy, E. J. (2021). Essentials of marketing: A marketing strategy planning approach. McGraw-Hill.