Dave Sattler of Scentsy donated an excellent guest post over at Jen Fong’s blog this week that got me thinking. The entire post is a must-read for anyone in direct sales, because I think it nails the sentiments that most of us handling web marketing on the corporate side of a direct sales company feel and want to express.
But what really stuck out with me is his claim that Scentsy has truly grasped the idea of a democratized brand. In Dave’s words,
We believe that the brand perception is best carried forth by our evangelists – whether consultant or a customer. This new marketing relationship prescribes certain expectations for the company and the evangelists. In short it’s our job to produce a relevant product, amazing brand experience, and help you share the brand, and it’s your job to influence the relevancy of the product and carry the brand promise through to the end-user.
Wow! What a succinctly great way to capture the roles and responsiblities of both corporate and the independent rep.
From coast to coast, I would daresay any struggling direct sales company is screwing up at least a part of this equation. What’s been your experience?
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