Mary Kay Shakes Things up with Virtual Networking
Mary Kay has a reputation for being a door-to-door business, where potential clients are engaged in low-tech environments like the kitchen table. During the Mary Kay Leadership Conference this year, Mary Kay shook up its legacy to give its Independent Beauty Consultants a platform where they could engage and grow their client bases and, in turn, make sales.
The effort took place during a live-streamed event on Mary Kay Makeover Day at Mary Kay headquarters in Addison, Texas, that featured presentations on new products and demonstrations by celebrity makeup artists working on professional models. While several hundred Mary Kay Independent Beauty Consultants attended in person, more than 11,000 consultants tuned in virtually during their own Makeover Parties they were encouraged to host that day.
During the conference, Independent Beauty Consultants could “Pin a Party” to a BuzzMap platform (marykaybuzzmap.com) created for the campaign that streamed on event monitors, displaying the number of consultants participating and hosting Makeover Parties, based on their location. Not only did this build momentum among consultants, through this geo-location technology new potential clients were able to easily locate the nearest Makeover Day party and participate. The technology also enabled consultants to interact with executives, professional makeup artists and other consultants on-site. The results: Mary Kay surpassed last year’s record of makeovers by 33 percent.