Marketing Case Study-The Makeup Cookbook
The Makeup Cookbook was an educational makeup community that taught users how to create simple and complex make-up looks with detailed pictorials designed as recipes.
OBJECTIVE: This case study is going to come off a little different— because I’m about to tell you about some of the biggest mistakes I made in business and how they came about through executing my first ever company.
TARGET AUDIENCE: Our target audience was me. I loved makeup but was horrible at it. YouTube videos moved too fast for me and it always felt like even when someone taught me what to do, I could never do it the way they explained it. I figured that if I had this problem there had to be others with the same problem too.
When we launched the page, we attracted many people like me: people who loved makeup, but didn’t know how to do it. I learned quickly that that demographic was more interested in paying someone to do their makeup than actually going through the process of using a recipe to generate their looks.
CHALLENGES: My biggest challenge is I was running my first business. I had no frame of reference or real skill set to asses whether or not I was effective at what I was doing. I wasn’t making any money and my team was made up of friends who were supporting rather than professionals who were productive (including myself).
I used my ignorance to fuel my season. I embraced what I didn’t know and I completely invested myself in building a community that I could ask questions. The more questions I asked, the clearer I was one my next steps.
ESSENTIAL STEPS FOR FIRST TIMERS:
Figure out who you’re serving and what they want. Avoid giving them what you think they want.
Focus on production. Forget perfection
Network with a purpose. Connect with people on your level and above your level.
Schedule your research time. Learn the market, learn your industry and get clear on where your opportunities stand.
TAKEAWAYS: After failing to bring in income through the company and learning how to generate income through my social media management skills, podcasting and event management talents, I shut down the company and started on a new venture: a podcast.
I hosted celebrity guests, got invited to Beautycon for free and secured flights and entry to exclusive events in exchange for my media coverage. Many of the popular influencers I referenced on my page and on the podcast reposted my content and engaged with the platform, adding credibility to nano community. I learned new ways to make money and I learned what skills I did and did not have. This was the first step into what would be my life changing career. To be honest, I don’t think I’d do over anything.
If you’re starting your first company and you’re struggling with how to make money, it’s time to start investing more of your focus into what you’re doing instead of how it’ll benefit you. I truly encourage you to join our content academy for weekly tips and access to our online courses. Scroll to the top and click “Join The Content Academy” today.
