Zero Waste Boxes
Through investing in companies that sell goods to consumers, and helping them expand their reach and penetrate new markets in the process, JH Partners is able to develop increased brand awareness by employing multichannel marketing strategies. One of the brands in which JH Partners has invested is TerraCycle, a developer of recycling systems with a focus on products that were previously considered non-recyclable.
One of TerraCycle’s most innovative platforms is its Zero Waste Boxes, which allow for the recycling of almost any waste products. Users can choose their intended waste stream from several clearly defined options (including specific waste products such as batteries or corks, or waste collected from a certain room), and the company will send them the appropriate Zero Waste Box to put it in.
Once the box is filled, it is posted back to TerraCycle, with the cost of postage being included in the package. TerraCycle will then sort through the waste and repurpose as much as possible so that it doesn’t end up in a landfill. Zero Waste Boxes are best used for the collection of waste that cannot be recycled through traditional means.
JH Partners serves as a forerunning investor in the sales and marketing industry and works with a wide spectrum of global consumer brands with a focus on building capital and facilitating product innovation. Headquartered in San Francisco, JH Partners also helps businesses grow and extend their sales channels. Such sales channels include catalog marketing, which offers a number of benefits, including:
1. Expanding customer geography. Catalogs can reach customers inside and outside of a company’s community, expanding the customer base. Moreover, the location of manufacturing facilities and distribution warehouses will not impede or limit customer growth.
2. Retaining customers. Customers with even a slight interest in a catalog they receive may decide to keep it for future use, increasing the chances of its exposure to the customer’s family and friends. The onetime expense of creating the catalog results in building a link between consumer and company.
3. Boosting potential for online purchases. Sending print catalogs can encourage consumers to visit the company’s website and make online transactions, helping build a reliable customer base. Furthermore, consumers who order from print catalogs will likely become frequent online buyers.
4. Offering versatility. Catalog marketing is a viable strategy for a wide variety of industries and consumer markets, from health and beauty to clothing and household goods. Catalog marketing also works well in the business-to-business sector, which enables distributors to market to schools, retailers, and offices.
Private equity firm JH Partners has extensive experience in investing in and promoting consumer brands. Utilizing its industry-specific techniques and a multi-channel marketing strategy, which includes the use of infomercials, JH Partners helps brands reach new markets and grow their businesses.
Infomercials are an important tool in marketing a brand’s products and growing a brand’s following. Due to having a comparatively low cost to produce as well as an ability to target local markets, infomercials offer brands a unique opportunity to test the market and fine-tune their message. If successfully used as part of a multi-channel marketing strategy, infomercials can lead to major retailers stocking a brand’s products, which is where the most money can be made.
Several techniques may be used in the creation of a successful infomercial. Often, a story is presented which describes a problem, and then demonstrates how the brand’s product can solve it. This can be done using rhetorical questions that begin with, “Have you ever…?” An important aspect to providing the solution is showing the product in action and revealing the results. Testimonials from people who have used the product before also add to the narrative, giving a sense of the product’s usefulness in real-life. Comparing the product with other products that do not work as well also adds value.
Moreover, infomercials create a sense of urgency by suggesting that there are limited supplies available, or by giving a time limit for a special offer. The discounts themselves are also an incentive for consumers to buy now, rather than wait and pay full retail price. Lastly, offering a money-back guarantee shows confidence in the product, and mitigates the perceived risk in making the purchase.
JH Partners is one of the leading private equity firms in the United States focusing on consumer brands and their search for the ideal marketing strategy. As the company has evolved, JH Partners has adapted its strategies to accommodate the growing social media trend. This adaptability makes it a good fit to work with brands like Bare Escentuals, a makeup manufacturer based in San Francisco.
Claudia Poccia was recently appointed as the chief marketing officer of Bare Escentuals. She replaced Sandy Saputo in the post, who served as the company’s adviser until the end of the year.
According to president and CEO of Bare Escentuals’ parent company Shiseido Americas, Marc Rey, Poccia has an impressive record in the beauty industry and is considered a visionary. He is confident Poccia will play a vital role in the company’s growth in terms of ROI through new multi-platform and co-branded consumer marketing initiatives.
One of the many roles of Poccia will be to lead the brand to a global market. Furthermore, she is responsible for coming up with strategies for the brand and will work with Shiseido’s Digital Center of Excellence in New York to inspire the company’s consumers all over the globe and to connect with them in a more authentic and personal manner.