Laneige Brand Meeting Minutes_Sep 30,2015
• For all Counter Expansions, please include estimations and floor plans in the slides
• Summarize all the eDM Reports since it started
• Ask Concentrix the result of Malaysia eDM performance
• All Data tables and numbers need some kind of scale or standard so it can be critically evaluated(eg. Target, Grw%, performance scale)
• All DMs, eDMs, SMS should be sent within the first 5 days of each month
o We should not be losing days.
o Please propose DM on the 25th of each month (design, content)
• Do not spend too much for the media. They do not appreciate the money as much as our customers. It would be better to use it on customers
• GWP sets are less appealing- They could be revised
• We should keep track of all process when trying to execute something.
o Even the smallest problem can cause delay
• Please inform BAs and let them fully know WHAT they should be focusing to sell
• The BBC Shopping Bag
o We can benchmark what SWS did and make something Laneige
o Customized shopping bags for GWP
• Please be more active to share things on Whatsapp – it is not a place for reporting. It is for SHARING. You can individually report via LINE
• People who never used cushion before would have no idea that “Anti-Aging” is a new product. It should stand out more with more edge.
o We should include more graphics or something to make the BBC Anti Aging stand out more
• Let’s bring the voice of the customers to the office
o Actively encourage BAs to share customer reaction of certain focus activities or products
Preferably during BA Meetings
• eDM report from HQ should be broken down to be more readable
• People do not wish to listen to our voices -> We should make them listen
o We need more various, effective ways to communicate with customers
• Channels should communicate actively – Counters, H/S, Online
• H/S: Customers are interested in what they actually see. In Korea, we do not sell skincare on Home Shopping. They are usually given out as GWP
• We win or lose. There is nothing in the middle
• Let’s check who is greedy & ambitious: Let’s know which BAs really want it
• Situations are generally bad – However, there are always ways we can get it done
• K. Eva: Please what kind of activities or postings we did when presenting related figures or graphs – it is hard to understand when there is no visual aid + Please include comments as well
• Can we get the viewers to participate, comment, etc with our postings. Currently it is more of a one-sided communication
• Post TV : :Let’s include how much actual air time we have (not the whole airing duration)
• K.Eve: Can you summarize Post TV results?
o What was good & bad
o Where we can make improvements
o Whether we should continue with this
• We do not need to put emphasis on media value (fake money). Numbers would be more useful if they are actual figures of some sort
• We need BAs to compete within themselves – counters can compete in selling focus GWP
• Until we have more than 60K customers, we should focus on recruiting
• Activities and Sales of Focus Products should be in line (Relevance)
• Spending more than 150K for Events are unnecessarily expensive
o Please include ROI (Return on Investment) for PR Events
Although it would be hard to calculate, this is to critically evaluate what we spent money for
• Area Supervisors: Please take the pictures of all counters (Main VMD), Summarize and File
o The status of VMD change for all counters should be visible at all times
• K. Nok: The Plan o’ gram is on your hands now
• Training (K. Ning): Test the BAs! Give Rewards! (No penalty though. This is to encourage and motivate)
• The phrase “Link-Selling” is too commercial
o Recommendation: “Best Partners”, “More Effective With”, etc.
• On the slides: Please compare our products to other competitor products (if purchase is required, expense can be claimed)
• Please check BA status at M6 (Please check whether they would be alright regarding ‘massage’)
• Can we provide BAs with certificates after training? It can boost their morale.
----End of Minutes----