NRG Global Inc heap praise on Maybelline for driving consumer conversation offline

Chicago-based sales and marketing outfit NRG Global Inc have spoken out in support of cosmetic brand Maybelline for utilizing a strategy that encompasses both on and offline realms of marketing effectively.

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Last week, it was revealed that Maybelline has developed an advertising strategy that integrates both on and offline advertising endeavours in a complimentary manner, with offline conversations about the beauty brand soaring over the last six months, according to recent data from Engagement Labs.

While it might be easier for a household name like Maybelline to drive offline conversation naturally, NRG Global Inc believes that many smaller companies are also having success with rises in consumer conversation about their brand as a consequence of face to face marketing. It is their hope that the size of Maybelline in this context, though, will be what hits the nail on the head for many businesses currently sitting on the fence about offline forms of marketing.

Indeed, whether conversation about a brand takes place on social media or face-to-face, NRG Global Inc believes what consumers say about the company is at the core of its identity. While it can be difficult for brand managers to control how they’re perceived online, the business argues face-to-face marketing has proved to give brands a greater ability to take back control of their image through shaping perception.

“A company as big as Maybelline obviously invests heavily in digital marketing, but I’m thrilled that through free samples and offline engagement they are optimising every consumer touchpoint to peak conversation in both on and offline realms,” stated Managing Director of NRG Global Inc Rafael Grossi.

The data collected from Engagement Labs showed that in offline, in-person conversations about Maybelline references to product samples rose to 10.3% in the 6 months ending January 2018 - from 4.6% during the previous 6 month period. This activity also created a sharp pike in offline brand sharing, heavily suggesting that free samples resonated with consumers in offline conversations.

Grossi hopes the publicized success Maybelline has had with such offline forms of marketing will pave the way for other cosmetic brands to ‘break the mould’, and adopt a more encompassing marketing approach.

Source: https://www.marketingdive.com/news/maybellines-marketing-gets-consumers-lips-to-do-the-talking/525753/