It is no longer a question of if major companies will adopt Network Marketing, it is now only a question of when…
With all the new options for communications media,
ranging from mobile to blogs to satellite radio, what’s a marketer to
do? Party!
Companies ranging from AT&T to Aerosoles to Jockey are rediscovering house parties, Tupperware’s innovation from the 1950s.
The programs generally work like this: Marketers pay
women (and they’re usually women) or give them free products to sell at
parties. The women invite their friends, who can order the products.
That’s how Jockey’s Person-to-Person initiative works.
The program, launched last year, employs "comfort specialists" who
receive a training manual and DVD, a product guide, party cards and a
bra fit and measuring guide. Jones New York started a similar program
this year. Jones expects to recruit more than 3,000 style consultants
to show the brand’s jewelry and accessories. The consultants get
commissions as high as 35%.
Aerosoles has marketed its shoes via home parties for
at least five years. The number of Aerosoles home parties jumped 40% in
the first quarter this year compared to last.
Karen Sadick, evp-retail merchandising, credited busy
lifestyles and multichannel shopping habits comprising everything from
catalogs to the Internet to discounters. Now, Aerosoles is going beyond
house parties and hitting offices, hair salons and dentist offices.
Apparel companies aren’t the only ones tapping house
parties. Michael DeRose, co-founder/CEO of House Party Inc., Irvington,
N.Y., targets backyard Fourth of July barbecues, Halloween parties and
New Year’s Eve celebrations to promote products including CDs, DVDs, TV
shows and video releases. AT&T, meanwhile, uses house parties to
promote U-verse, its TV-over-phone line service.
