A well-designed marketing strategy makes selling irrelevant.--Peter Drucker

Knowing and understanding your target market is of paramount importance.  Most luxury real estate marketing professionals use an ineffective buckshot marketing strategy that lacks focus. They have not clearly identified an under-served audience to whom they could market with heart and passion, which is the surest route to success in this business. 

There are many women who suffer from low self-esteem, because they have bought into aesthetic cultural biases.  This represents an under-served market niche for the cosmetic industry. Here is an example of how M A C Cosmetics strategizes to tap into this under-served market niche in the cosmetic industry.

Yesterday, we noticed this M A C Cosmetics display (pictured above).  These women are not models. They are contest winners. M A C has an annual contest asking its customers to upload photos and a 100-word description expressing what makes them awesome. 

Contestants were required to share this on MAC’s social media pages.  Six lucky winners won an all-expense paid trip to NYC, where they were given a complete makeover.  A photo shoot followed and they became the next face of the “M A C nificent Me” Collection.

To experience what it feels like to reach your target with heartfelt precision and passion watch this brief video.

Are Your Marketing With Heart and Passion?

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.