© 2004 Dream Merchant Dream Merchant • 2309 Torrance Blvd. #104, Torrance, CA 90501 (310) 328-1925 email:Jkm316@aol.com
Kids Kreative Korner
Many Famous and Wealthy Entrepreneurs Have Used Their Creativity to Reach Success.
By Bonnie Drew
Smart marketing campaigns have made some entrepreneurs famous and wealthy. Estee Lauder started her career in cosmetics when she was 16, selling a skin cream manufactured by her uncle. One of her best sales strategies was to give girls at school free facials, then get them for customers.
Estee Lauder believed so strongly in her products that she would stand on the sidewalk in front of dress shops and start conversations with women about caring for their skin. Whenever they bought something from her, she always gave them an additional item free.
Her first factory was a converted restaurant. Estee would sell all day and cook up her products on the old stoves at night. To overcome a limited advertising budget, she continued her policy of "free gift with purchase."
Estee's products such as Clinique, Youth Dew, and White Linen are now displayed in prestigious stores all over the world. Her earnings are reported to exceed $2 billion annually. Other companies have tried to compete again her "free gift with purchase," but Estee set the standard long ago. Those who want part of the cosmetic market today are most likely also offering "free gift with purchase."
Other marketing geniuses include:
Soichiro Honda--He changed the motorcycle industry more than any other person in the world when he introduced his marketing campaign "You Meet the Nicest People on a Honda" in the late 1960s. Until that time, the image of a biker was black leather jackets, boots, and chains. Honda was the first to build unisex bikes with step-through mounts. His upbeat marketing slogans made motorcycles and dirtbikes socially acceptable as good family fun by the 1970s.
Ben Cohen and Jerry Greenfield--They started Ben & Jerry's Ice Cream in 1978 after completing a $5 correspondence course from Penn State University on how to make ice cream. Good friends since seventh grade, their unofficial motto was "If it's not fun, why do it?" They marketed their product by giving away free ice cream and sponsoring local festivals. Their "Save the Rain Forest" campaigns have made them two of America's favorite business people. Today Ben & Jerry's annual sales are over $100 million.
In the next issue, you'll be starting your own marketing path and we'll show you how to develop a campaign to market your business. Until then, begin thinking about who your customers are and how you'd like to reach them.
Bonnie Drew is the author of FAST CASH FOR KIDS (2nd edition), published by Career Press (1-800-227-3371). She is also the creator of the KIDS BUSINESS software for young entrepreneurs, available from Homeland Publications (713-332-9764).
Drew is also Editor of YoungBiz online magazine, published by Kid's Way, Inc., a company that helps youth prepare for business and the workplace of the 21st century. For more information, write to Kid's Way at 5589 Peachtree Rd, Chamblee, GA 30341 or call toll free 1-888-KidsWay (1-888-543-7929). YoungBiz magazine can be found at http://www.youngbiz.com
Previous Index
Idea Help
Next
