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This Video Explains Which Statement is True: Celebrity Endorsements Improve Marketing or Celebrity Endorsements are a Double-Edged Sword.
In the conventional advertising world, celebrity endorsement is very effective. Among the factors for effectiveness includes the fame of the celebrity, the connection with the product or service, whether or not the celebrity is a user and whether or not the statements of the celebrity appear as truly authentic or merely a “pay for endorsement.”
The use of celebrity endorsement is far less successful in the direct selling industry. In fact, the advertising model for MLM is quite different than conventional advertising. In conventional distribution, such as retail stores, internet or broadcast media, companies pay advertising dollars and endorsement fees to promote the brand. However, in direct selling, the commissions and rewards paid to distributors are effectively the advertising
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When you are starting your MLM, direct selling, network marketing, or party plan business, you’ll find that recruiting experienced distributors is often essential to your company’s success. And if you don’t have the background yourself, as a successful recruiter, you need to budget for a Sales Manager position for an individual who does have that capability.
Your ability to recruit directly equates to your success. If you have a background in recruiting and a background in direct selling, then your need for capital will be substantially lower. Recruiting top distributors will enable your company to have the capital to stay afloat and even grow. If recruiting is slow then you will need to raise one to three years of buffer capital in order to support your company in the event of stagnation or loss. And remember, the remuneration that is offered to top distributors will be effective in their decision to stay and help grow the business.
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Invite your friends on Twitter, Facebook, LinkedIn, and Instagram to try your product or to join your company.
Obviously, there is no substitute for your warm market. Network marketing is a relationship business. And, to a certain extent, recruits sign on with you and customers buy from you based on your relationship credibility which means that you are putting your credibility on the line. For this reason all network marketing companies ask consultants to make a prospect list which is first led by the “low lying fruit:” family, friends, neighbors, co-workers, business associates, church members, PTA members, club members, Facebook friends, etc.
Beyond the “low lying fruit,” head to your social networking contacts on the web. Invite your friends on Twitter, Facebook, LinkedIn, and Instagram to try your product or to join your company. Try to get the most use out of these social networking websites by marketing in the ways that those who join these sites like to be marketed to… For instance, when you receive a fresh batch of cosmetics or a new pair of shoes from your
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The issue of levels has not been the focus of the Federal Trade Commission (FTC) or state attorneys general in the enforcement of pyramid laws.
The issue of depth of levels seemed to be a major focus prior to the internet and other non-postal (mail) means of communication. In the late 1980’s the United States Postal Service (USPS) examined numbers of levels to make a determination of whether or not, in its opinion, the depth of levels created a “lottery” element under U.S. Postal lottery laws that forbid payment based on chance. Various cases and consents sorted out a safe harbor (at least from the U.S. Postal Office standpoint) for at least four levels (not necessarily agreed to by the direct selling industry). Separately, the Postal Service looked for evidence of “supervisory requirements.” Most companies adopted specific supervisory requirements of sponsors to demonstrate some managerial activity by distributors. For the past 25 years, little recruitment activity is conducted by U.S. mail and it has been a long time since the U.S. Postal Service has expressed a serious interest in this subject. The issue of levels has not been the focus of the Federal Trade Commission (FTC) or state attorneys general in the enforcement of pyramid laws. Instead, the focus for the last two decades has been on the whether or not product/service
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Tthe advertising model for direct selling is quite different than conventional advertising.
In the conventional advertising world, celebrity endorsement is very effective. Among the factors for effectiveness includes the fame of the celebrity, the connection with the product or service, whether or not the celebrity is a user, and whether or not the statements of the celebrity appear as truly authentic or merely a “pay for endorsement.”
The use of celebrity endorsement is far less successful in the direct selling industry. In fact, the advertising model for direct selling is quite different than conventional advertising. In conventional distribution, such as retail stores, internet or broadcast media, companies pay advertising dollars and endorsement fees to promote the brand. However, in direct selling, the commissions and rewards paid to distributors are effectively the advertising dollars that would be paid in other channels of distribution. Instead, the branding, in direct selling, is accomplished by the promotion of the sales network of the direct selling company. Looking at the success of major companies such as Avon, Mary Kay, Tupperware, Herbalife, etc., the branding task has been accomplished by the consultant force, and generally without the use of celebrity advertising.
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Some colleges have noticed that network marketing is underrepresented in business schools and have been offering classes and certificates in network marketing
If network marketing is such a powerful business model, why don’t business schools teach it in their curricula?
Some colleges have noticed that network marketing is underrepresented in business schools and have been offering classes and certificates in network marketing. Bethany College, for example offers a network marketing certificate, as well as a marketing major with a network marketing emphasis. The college reports that it seeks to promote integrity, trust and transparency in network marketing.
Even earlier, Utah Valley State offered a course on network marketing using the book, Network Marketing: What You Should Know by Jeffrey Babener as course material. Seminars in network marketing have been presented at University of Illinois at Chicago, University of Texas at El Paso and University of Houston. Cases studies of direct selling companies have been utilized at the college and graduate level and numerous academic studies have been published pursuant to grants from the Direct Selling Education Foundation (DSEF).
Network marketing courses focus on developing leadership skills that aid in becoming successful in a MLM company. General topics include selling, distribution, advertising, referral marketing, personal sales organizations, the legal environment, and compensation plans.
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The need for capital is in inverse proportion to your ability to recruit.
This is the million dollar question. The need for capital is in inverse proportion to your ability to recruit. Your network marketing company will either have hired that talent or you will bring on a vice president of marketing to help search for key first leaders, typically under some type of Presidential Founder Program, which will include protocols for products and rewards to key first leaders.
Distributors should first search their “warm market,” that is to say, family, friends, work, church, clubs, etc. Surprisingly, if one looks at the top distributors of many companies, it will be noted that they did not have experience in MLM, but rather their success was driven by their passionate bonding with product, management, sales leaders, and vision of
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Your ability to recruit directly equates to your success.
When you are starting your MLM, direct selling, network marketing, or party plan business, you’ll find that recruiting experienced distributors is often essential to your company’s success. And if you don’t have the background yourself as a successful recruiter then you need to budget for a “sales manager” position for an individual who does have that capability to recruit.
Your ability to recruit directly equates to your success. If you have a background in recruiting and a background in direct selling, then your need for capital will be substantially lower. Recruiting top distributors will enable your company to have the capital to stay afloat and even grow. If recruiting is slow then you will need to raise one to three years of buffer capital in order to support your company in the event of stagnation or loss. And remember, the remuneration that is offered to top distributors will be effective in their decision to stay and help grow the business.
Continue reading »
Most direct selling companies permit advertising, but provide specific guidelines and protocols for promotion. Some companies require that all advertising be submitted to the company for approval.
The MLM company does, in fact, have the right to set the rules for marketing of its products or services, and those rules are typically found in the advertising guidelines section of the company’s policies.
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