Organization Name: Arbonne International
Industry: Health, Wellness and Fitness
Contact: Kay Napier, CEO Arbonne International
Web References: Arbonne International
Arbonne is a 34 year old Swiss Health and Wellness company committed to providing safe, environmentally friendly botanically based wellness products. Founded in 1980 and based in Irvine, California. The company markets its products in the United States, Australia, Canada, and the United Kingdom and offers its products through a network of independent consultants and online.
Arbonne products include body care, hair care, anti-aging, baby care, natural balancing creams, weight loss, and nutrition products, as well as color cosmetics for face, eyes and cheeks, and lips. It also offers products for aromatherapy and cellulite.
The idea to provide skincare products unparalleled in quality and effectiveness developed in Switzerland in 1975, when one man, Petter Mørck, together with a group of leading biochemists, biologists and herbalists, fulfilled his vision and founded Arbonne.
“Arbonne is a place where ordinary people do extraordinary things every day to enhance not only their own lives, but also the lives of so many others.”
Petter Mørck | Founder
Building on these same founding principles, the product line has since grown to include both inner and outer health and beauty products that are unparalleled in quality, safety, value, benefits and results.
Katherine (Kay) S. Napier, CEO Arbonne International joined Arbonne in
August 2009. Kay brings to Arbonne three decades of experience in general management, marketing, international and strategic planning.
“To me success is pure transformation. When we help someone transform their life and they in turn transform others, well, that’s a goal worth living.”
Kay Napier | Chief Executive Officer
Arbonne’s Green Commitment:
From botanically based ingredients to forward-looking green improvements, being earth friendly has everything to do with who Arbonne’s values. Taking “pure, safe and beneficial” to the next level in their efforts to match the purity of their ingredients with the earth friendliness of their packaging. So what’s good on the inside is also good on the outside.
“It’s our responsibility to leave the earth a better place
than we found it for generations to come.”
Stian Mørck | Managing Director
Arbonne’s green initiatives span sourcing, manufacturing and operations, taking the lead in the industry, virtually all of their product shipments are certified carbon neutral.
What makes Arbonne products superior?
They are naturally inspired, and scientifically proven. By integrating the most beneficial botanical ingredients from nature with the principles of green chemistry — products are crafted with integrity, expertise and innovation, taking care of our earth at the same time.
“We are passionate about what we do. We develop world-class products with potent botanicals and cutting-edge science. And we continually look for ways to make our products better and better.” Dr. Peter Matravers | Chief Scientific Officer
Arbonne and Social Media Marketing:
- Deliver the message — social media should excite,
motivate and engage all audiences.
- Drive the business — social media must link directly to
growing the business, recruiting new Independent
Consultants and marketing new products.
- Develop the network — social media must continually
evolve — gain audience share through new content and
continual follow-up and measurement. The key is
to build relationships.
Benefits of Social Media Marketing:
Content Marketing is the process of providing information of value to your target market,
that they can use without spending a dime. As prospects come to know, like, and trust you, they are more likely to do business with you.
Content Marketing is Key:
- Link to informational articles
- Avoid product claims
- Re-post relevant info that others share
(giving the original poster credit)
- Share useful tips your target market can use right now
- Find out what they need…then deliver!
Arbonne’s Five Key Steps to Creating a Social Media Strategy:
- WHAT do you want to accomplish?
- WHO do you want to reach?
- WHEN do you have time to use social media?
- WHERE can I find my target market online?
- HOW will I share information my target market will value?
Examples of Social Media Tools and their unique benefits:
• Extended warm market
• Build relationships
• Network with new people/entrepreneurs
• Monitor keywords
• Establish your business credibility
• Beauty, Health, and Wellness Online Groups
• Find those seeking what you have to offer
Tips on Social Media Time Management:
- Define your goal
- Plan activities to reach that goal
- Decide how much time you’ll spend
- Set your timer
- ONLY do those activities you’ve planned during your work time online
Lessons for Others
Simply establishing a presence on Facebook, Twitter or other social media platforms is not enough. There must also be systems in place to measure the effectiveness of your company’s social media efforts. The success of your business does not rely on the number of followers that your social media marketing has attained. You must tailor your social media strategy based on interaction and not just the number of followers and fans.
A comprehensive strategy must be designed to fully reap the benefits of social media and calculate the return on investment (ROI). Social media can take up a lot of time, and you do not want to waste time or money on ineffective strategies. Be sure to be educated about social media, and then take the steps necessary to plan your social media strategy up front.
When you plan first, you can make sure that all the time your company invests in social media contributes to the company’s overall goals and financial health. Social media is becoming a critical factor in a company’s financial growth and overall profitability, no matter what industry you are part of.
Kay Napier, CEO Arbonne International speaks on what makes a leader:
Submitted By: Tina Geisel, SMBP Student, University of Waterloo
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