Smart Marketing:  Kim Kardashian West Launches Cosmetic Line

 

Love her or hate her, Kim Kardashian West is here to stay.  And she has further embedded herself into the national zeitgeist, as she has recently launched a new cosmetics line. This was about a month ago, before she appeared silver-haired in see-through leggings at New York Fashion Week 2017 just the other day.

Her makeup line sold out in minutes.

So don’t be surprised.  I’m not.  I’m a content marketer and Chief Content Officer of Maxima Marketing,  and nothing Kim does surprises me. She has more than a million Instagram followers who hang on her every word – and Tweet and photo. She is not going away any time soon, despite her horrible ordeal in Paris, after which many people thought she would stay out of the limelight.

Kim, along with her sisters, has served as the face of many cosmetic brands over the years, from Estée Lauder to Fusion Beauty. She even was, for a short time, the beauty editor at OK Magazine nearly a decade ago; today, unbelievably, she has a 1 million-deep Instagram following. Kim’s own makeup line, KKW Beauty, launched–and sold out–in  mere minutes. Kim’s beauty vision clearly is relevant with today’s beauty consumer.

Sister Kylie has successfully launched a ‘90s lip look that sold out: Kylie Lip Kits.  So, this past April Kim created a lipstick collection in partnership with Kylie.

Kim’s signature beauty look is matte foundation, sculpted brows, full nude lip, contoured cheekbones, a deeply bronzed eye and false eyelashes.

As contouring is the key to Kim’s makeup style, her debut product is a Creme Contour & Highlight Kit. It contains two dual-ended cream formula sticks and a dual-ended tool for blending — which comes in a pink KKW Beauty pouch.

You have got to hand it to her – Kim Kardashian is an unbelievably successful brand.

Would you like to mimic her? You can.

There’s a new book out called The Kim Kardashian Principle:  Why Shameless Sells (and how to do it right) by a man named Jeetendr Sehdev.  Mr. Sehdev says he has captured the winning Kardashian formula into an acronym called – what else?  SELFIE.  It stands for:

 

Surprise

Expose

Lead

Flaws

Intimate

And Execute

So if you want to copy-cat Mrs. West, this is the way to do it. As a Westwood, Mass., branding expert myself, I can’t say that I condone it — but apparently it works.

If you would like to learn more about smart marketing, beauty marketing, and fashion marketing, contact Maxima Marketing today. We are proud to serve businesses in Needham, Dedham, Newton, Cambridge, and other areas in Greater Boston.  

 

How Customer Testimonials Can Benefit Your Business

DId you know customer testimonials are just as important as content on a website? Content marketing is often about building strategies focusing on delivering your message, value, story, etc. 

However, customer testimonials are just as important because other people’s words often have a lot of power to influence potential customers. Thus, testimonials should be major assets to your content marketing strategy and offer the slight push to help potential clients make a purchase. 

Imagine you are searching for a place to enjoy Italian cuisine tonight and you are comparing two restaurants with the price and the menu about the same, and here is where customer testimonials come in. A well-presented testimonial could truly convince a potential client to make the decision to purchase your service or product. 

So how exactly, can you produce a convincing client experience that will resonate with your sales prospects. Testimonials need to tell a story instead of just a list of features. 

Now comes the hard part: actually capturing the client experience in a way that resonates with your sales prospects.

So when the testimonial is created, what is the best place to post? The answer is everywhere! Post it on your website, post it to all your social media channels, as many places as possible. Even if the visitor isn’t ready to convert yet, the message will stick to their mind. 

If you are looking for help in creating a compelling testimonial from your past clients, contact Maxima Marketing today. We can help you create testimonials that you can build trust with prospective clients by showing the beneficial impact your product or service can provide. Contact us today at (781) 407-9305 or fill out a contact form to learn more. Maxima Marketing is proud to serve businesses in Needham, Dedham, Canton, Westwood, and other areas in Greater Boston. You can also check out our testimonials on our website.

 

Smart Tourism Marketing: Taste The Cayman Islands

If you were traveling to Paris, wouldn’t you love it if the French Government Tourist Office sent you some coq au vin and a baguette?  Or maybe a Nutella croissant that is readily available as delicious street food? How about the makings for a café au lait?

Well, in a new and novel move, the Cayman Islands Department of Tourism is going to be sending travelers free meal kits so they can preview a taste of the islands typically known for offshore bank accounts. Since the Cayman Islands hope to reach many consumers who have never visited the destination, their first impressions will come through the meal kits and destination-infused recipes. As a travel marketing expert, a travel content provider, and a food marketing expert, I believe that this is an excellent example of smart tourism marketing. Foodies can rejoice!

Recently, the Cayman Islands Department of Tourism launched a partnership with a Los Angeles-based meal kit delivery company that is named Chef’d; under this unique partnership, U.S. travelers can order meal kits containing ingredients of Cayman Island recipes so that they can get an idea of the exciting cuisine that the island holds in store for them.

This is unprecedented and one of the first examples of a tourism board working with a meal delivery service as part of a marketing campaign. “Unless you try something, you don’t know how successful it’ll be,” said Rosa Harris, director of tourism for the Cayman Islands Department of Tourism. “We were more specifically concentrated on a luxury, millennial, young professional clientele who is cooking at home and open to different kinds of cuisines.”

Chef’d said its customer base favors women but ranges from ages 18 to 65 and older. Consumers don’t need a subscription or membership to order from Chef’d and can place a one-time order for a meal kit.

So how about some chocolate bread pudding? The tourism board worked with four Cayman Islands-based chefs to develop the five meal-kit recipes for selections such as pina colada chicken and other delicacies.  Chef’d sources all ingredients in the promotion in the United States and will ship the kits from either its headquarters in Los Angeles or from a shipping facility in Brooklyn, New York.

For a small island country in the western Caribbean, Cayman Islands boast more than 230 restaurants; they include Ripert’s Blue, which is the Caribbean’s only AAA Five-Diamond restaurant that is definitely worth the reservation.

“We’ve been promoting ourselves as a culinary capital of the Caribbean for quite some time,” said Harris. “Outside of other Caribbean destinations where you have a property that’s all-inclusive, our country offers the option of dining out and having a different kind of experience.”

But while the islands have earned awards and distinctions for its dining scene, it’s a huge challenge to translate that to meal kits thousands of miles away through packaging and shipping facilities before they reach consumers’ kitchens.  The meal kits take between 40 to 90 minutes to prepare and cook.

The Cayman Islands are trying to distinguish itself away from traditional kinds of marketing; with the meal kits, consumers can directly engage with island recipes from hundreds of miles away from the destination. Bon appetit!

Debbi K. Kickham is Chief Content Officer of Maxima Marketing, a boutique full-service marketing firm in Westwood, Mass., www.MarketingAuthor.com

 

 

 

 

Smart Travel Marketing: Set Sail With Ritz-Carlton Yachts

Like to stay at the Ritz?  Well, I’ve got news for you – the luxury hotel chain has just created its own line of yachts so that you can cruise in upscale style. As a travel marketing expert and a travel content creator, and Chief Content Officer of Maxima Marketing, I applaud this new venture!

The Ritz-Carlton Hotel Company, L.L.C., part of Marriott International, Inc. (NASDAQ: MAR), last week announced its entry into luxury yachting and cruises – bringing the award-winning luxury hotel brand’s service and timeless style to sea. Created by The Ritz-Carlton and maritime experts Douglas Prothero and Lars Clasen, in collaboration with funds managed by Oaktree Capital Management, L.P., The Ritz-Carlton will provide luxury hospitality service under a long-term operating agreement. Named The Ritz-Carlton Yacht Collection, this venture represents a unique foray into the cruise industry for a luxury hotel operator. The first of three lavish cruising yachts in this series is scheduled to take to sea in the fourth quarter of 2019, and distinguishes Marriott International as the only provider of luxury accommodations both on land and at sea. What a great way to go!

“The Ritz-Carlton Yacht Collection will have a distinctive personality and the vessels are sure to be true stand outs in some of the most glamorous ports around the world,” said Herve Humler, President and Chief Operating Officer of The Ritz-Carlton Hotel Company, L.L.C. “This unique combination of yachting and cruising will usher in a new way of luxury travel for guests seeking to discover the world in a relaxed, casually elegant and comfortable atmosphere with the highest level of personalized service.”

Itineraries are being developed with an intent to combine the lifestyle of The Ritz-Carlton’s five-star luxury properties and the casual freedom of a yachting vacation. Calling at intimate and signature destinations alike, voyages will range from seven to ten days. The first ship will cruise a wide variety of destinations depending on the season, including the Mediterranean, Northern Europe, the Caribbean and Latin America. Due to the intimate size of the vessel, the yacht will call at unique locations typically not accessible to large cruise ships, from Capri and Portofino to St. Barths and the old town of Cartagena. With a relaxed pace, that includes both overnight and daytime ports of call, guests will be offered a uniquely curated destination experience.

The specially designed small capacity vessel will measure 190-meters, accommodate up to 298 passengers, and feature 149 suites, each with its own private balcony. The yacht will also feature two 138 square-meter lavish duplex penthouse suites, with modern craftsmanship and interior finishes jointly designed by The Ritz-Carlton and leading cruise ship design firm, Tillberg Design of Sweden. The onboard experience will reflect the sublime comfort and unparalleled level of individualized guest service for which the iconic Ritz-Carlton brand is recognized; a first in the cruise industry.

“The Ritz-Carlton is known for its legendary service and high standards,” said Douglas Prothero Managing Director, The Ritz-Carlton Yacht Collection. “We are delighted to collaborate with The Ritz-Carlton as our hospitality operator in offering the most exclusive yachting experience to be found at sea in a venture that will give new meaning to curated luxury travel,” continued Lars Clasen, Managing Director, The Ritz-Carlton Yacht Collection.

Throughout the journey, guests will indulge in a cruising style that is unparalleled in the ultra-luxury cruise and private yachting sectors. The Ritz-Carlton yachts will feature a restaurant by Sven Elverfeld of Aqua, the three Michelin-starred restaurants at The Ritz-Carlton, Wolfsburg; a signature Ritz-Carlton Spa; and a Panorama Lounge and wine bar, offering a wide variety of onboard entertainment. Additionally, the yacht will offer one-of-a-kind curated destination journeys through collaborations with local chefs, musicians and artists, allowing guests to experience the locations in unique and experiential ways, both onboard and ashore.

Reservations will open in May 2018. The ships of The Ritz-Carlton Yacht Collection are also available for private charter. How about chartering it for your destination wedding on board?  That would be delightful!

For more information, please visit www.ritzcarlton.com/en/yachts. Bon Voyage!

 

Smart Marketing: Stop&Shop And Free Fruit For Kids

Anyone who knows me knows that I am 61 years old and a size 4.  I work hard to stay slim, exercise constantly, and I’m hungry a lot.  But I refuse to eat junk, and I do eat a great deal of fruit, especially smoothies made with almond milk and fruit. Fruit is great – fruit is your friend, people – and there are no points on it in the Weight Watchers Program.  Oprah loves to eat fruit and stated in a recent issue of her magazine that she eats fruit for dessert every night. Fruit is a sweet snack and great for weight control and pure health and filled with vitamins, fiber, and nutrients.

That’s why I was THRILLED to walk into Stop&Shop last week, and to see a display offering FREE fruit as a snack to kids 10 years old and under! What a GREAT idea.  Stop&Shop deserves some kind of award for not only providing something of value that is free to customers but for offering a healthy healthy healthy snack for children.  Off the record, the store manager told me that this campaign has been well-received, and I understand why. It’s a real public service and a great example of smart marketing. As an author of a bestselling marketing book, and a digital marketing content provider, I’m really impressed.

I constantly see that Stop&Shop goes the extra mile – not only are they promoting free fruit, but they also publish a great magazine filled with healthy food ideas.  I love to read it every month and it’s so well-done.  Foodies, you will love it. Another great example of smart grocery marketing.

Stop&Shop also has other things in its repertoire that I love. Its cherry Clear Splash water brand is my favorite thing in the world to drink, and word is, it’s a bestselling flavor.  Yes, it’s made with aspartame, but I can’t stop drinking it, it is so delicious.  (In fact, I am drinking some right now).  I buy tons of it when it’s on sale, then get rainchecks so that I can buy it later. Their raincheck policy is superb – they never expire. As a food marketing expert and a healthy consumer, I can tell you personally and professionally – visit Stop&Shop!

Debbi Kickham is a former Editor of Robb Report Magazine and a Westwood, Mass-based marketing consultant who loves to write about food, beauty, health, spas, and staying young and slim, especially when you travel.  Contact her at www.MarketingAuthor.com and www.GorgeousGlobetrotter.com. Contact Maxima Marketing at (781)-407-9305 for more marketing tips and get a free initial consultation for your business in the Greater Boston area. We offer creative marketing strategies, public relations, branding, slogan creation, spokesperson, travel writing and other marketing services.

 

 

Zappo’s Excels At Customer Service

The other night my husband ordered me a Lacoste polo shirt for Christmas, on Zappo’s. He was blown away by the customer service experience.

And apparently, he discovered something that the rest of the world has known for a long time: That Zappo’s has AMAZING customer service.  You all thought that Nordstrom was the stuff of magic?  Try Zappo’s.  In fact, click here to read an article about some of the Top 10 BEST Zappo’s customer service stories.

Not only does Zappo’s deserve kudos for their customer service, they also should win a prize for what happens when you call and are placed on hold.  You get a joke of the day.

My husband Bill was so impressed that he called me into his office to listen to the exchange.

Now, as a   Boston marketing content creator and a  Dedham marketing blogger, I am always thrilled to hear this kind of information.  I hate when I am put on hold by a business, and simply forced to listen to Muzak.  Zappo’s definitely goes the extra mile, and they also offered my husband FREE shipping. This is all smart marketing, and marketing that gets results.

What a pleasure!

What a novelty!

What a great way to buy for Christmas or any holiday!

I’m impressed – and the next time, especially, when I want a pair of shoes, you know where I’m going.

AT&T’s new “It Can Wait” Safe-Driving Campaign Is Brilliant and Smart Marketing

I am aggressive in my life, when it comes to working towards success, for example. Maybe I should just say that I am assertive. But there is one place where I totally give that up and become defensive every day: in the car. That’s right – I drive defensively. I totally “watch out for the other guy” – which was a successful driver-safety civic–marketing campaign, when I grew up in the Sixties.

I don’t know about you, but I’m terrified of other drivers. Why? Because, chances are, someone behind the wheel – near to me and my car – is texting or Snapchatting while driving. It scares the bejesus out of me. Last night I drove three hours from Trumbull, Conn., to my home in the Boston area, and I worried the entire time that THE OTHER GUY was going to text and drive and swerve and crash into me on the Mass Pike. And then my life would be over.

That’s why I’m thrilled to know about – and participate in – AT&T’s excellent new marketing campaign called “It Can Wait.” See this link: https://www.itcanwait.com/home. This is one of the best driving safety marketing campaigns I have ever seen.
#itcanwait
This wonderful, smart, and important program encourages every driver to “take the pledge” and to vow and commit to never texting when they are in the driver’s seat. It makes IMPORTANT points – that it’s never OK to text while driving (or to do Snapchat), and that NO ONE’S LIFE is worth a text. If you kill someone as the result of looking at a text when you are driving – would that EVER be worth it? Take the AT&T simulated drive and you’ll be terrified into action. Even if you are in the car alone, you are not alone on the road. In my opinion, you should just TURN OFF the cellphone in the car, so you won’t even be tempted. Turn the phone on if you are lost, and need to pull over to get directions or to make a phone call. Or to tell someone you are late. In my humble opinion, I think even changing the channel on the radio is dangerous – that’s probably why my brand new Toyota Corolla has a radio-changer fitted into the steering wheel of my new car. One second, if you take your eyes off the road – and disaster can happen.

Please read this impressive blog post that my husband Bill wrote about this – the powerful video he embedded in his post is one of the best I have ever seen on this subject. My husband Bill is a Boston personal-injury attorney and he knows firsthand how incredibly dangerous it is to drive and text. http://www.bostonaccidentlawyerblog.com/2016/09/texting-driving-u-get-now.html
With a AT&T campaign like this, I’m proud to be an AT&T customer. I’m also a published author of a marketing book, (Off The Wall Marketing Ideas) and a marketing communications writer, (www.Marketinguthor.com) and a travel content creator, and I KNOW a great public-relations campaign when I see one. I am also a former Editor of Robb Report Magazine, where I wrote mountains of articles about luxury cars. Congratulations to AT&T. Now let’s all get onboard, in the car, and do the right thing. For everyone.

Nars Orgasm Blush Debuts New Marketing Program

If you’re a beauty enthusiast, no doubt you know that there are some incredible icons in the beauty industry. Cetaphil cleanser. L’Oreal Elnett hairspray. Rosebud salve for your lips.
And the king of all beauty icons is probably Nars Orgasm blush for your cheeks. This special $30 product has a cult following, and has been in the beauty Hall of Fame for years. It’s a pinky-peach, and it looks incredibly natural on your skin.
This month, I noticed that Nars was marketing its sensational blush in a new way. In this month’s Vogue Magazine was a huge pink insert that actually contained samples of the Orgasm blush! It was beauty heaven! I’ve been around the beauty block for the past 30 years, and this was the first time I’ve seen a blush sample in magazine. Kudos to Nars – this is smart marketing and smart beauty marketing.
They also have a new social media campaign: Go Ahead, blush and tell: #whatmakesyoublush. As a beauty marketing consultant, I love this idea and am sure it is going to be a huge success. I also really like Nars’ message in the big pink insert: “There’s no faking the award-winning afterglow. Experience it to believe it.”
Of course, even the name of the product is smart beauty marketing. It offers that lovely flush you have after making love. Way to go, Nars!
For all my Gorgeous Globetrotter friends out there – make sure to include this wonderful little cult compact in your travel carry-on!

Limousines of CT: The Vroom At The Top

What to do if you’re a travel executive — or just an ordinary business person or on vacation — and want a car in Qatar?

We wanted a thoroughly professional car service, not only to JFK Airport, but one that could also easily transport us in Europe, and for that matter, all across the globe. We selected Limousines of Connecticut based on its excellent reputation and the fact that it has affiliates all across the globe, to assist you in your transportation in foreign countries – everywhere from Europe to Kuwait and Qatar.

This is smart travel marketing — I love the concept — and as a marketing writer and bestselling travel writer, I can tell you that Limousines of Connecticut is your go-to-guide for global transportation.

Limousines of Connecticut has been providing excellence in all aspects of wedding and 8-passenger limousine services, setting the highest standards. The Connecticut limousine service is taking the experience to the next stage by announcing that it has reduced rates for 2016. Now it will be more affordable to book limousines in Connecticut, even for those bigger parties with higher demands for large transportation options around Connecticut, New York, New Jersey, and Massachusetts.
It offers transportation services for:

• Weddings
• Bachelor / Bachelorette Parties
• Sweet 15 and 16’s parties
• Wine Tours
• Shopping Tours
• NYC Tours
• Casino Transportation
• Airport Service to all major airports in the Tri-state and Florida.

Most of the vehicles in the fleet are high-end brands: Mercedes, Cadillac Escalades, Hummers, and stretch sedans.
It’s first-class service — all the way.

(203) 344-0066

Advertisers May Dump Trump at Republican National Convention

Advertisers might skip the Republican National Convention?
It comes as no surprise to me, as a digital marketing expert, that many advertisers are currently struggling with whether or not they should sponsor the upcoming Republican National Convention in Cleveland, Ohio in July.
With Donald Trump likely to be the Republican nominee, it’s easy to see why sponsors are afraid to be associated with him. Trump has alienated all kinds of people – women, African-Americans, Hispanics, and Muslims in this country, to name a few. To be associated with him, many companies believe, is to commit corporate suicide.
Currently, it’s reported that Apple, Google and Wal-Mart are among the many companies evaluating whether or not they should participate. Many companies have already disassociated themselves with Trump, as was reported in a recent issue of Advertising Age, which did a huge cover story about the Trump brand. Some of the businesses that have severed ties with Trump already include Macy’s, Serta, and Perfumania, which carried his fragrances.
Everybody likes a winner – especially in big business – but Trump isn’t guaranteed to be the presidential winner, and he’s seen as far too risky for sponsors to be associated with. I understand this and it’s smart marketing. This is totally understandable on the part of corporate America, whose emphasis is always on the bottom line. It’s going to be interesting to see what happens. Stay tuned.