How do you begin to handle the recent trauma of the newspaper collapse? Worse, entertainment newspapers and magazines have scaled back their distribution. This has a lot of beauty suppliers worried about how to get their brands like OPI, Alterna, and Schwarzkopf in front of the right salon professionals and buyers. For many beauty wholesalers that answer comes in the form of search engines.
This comes at the right time. Search engine marketing has grown up quite a bit since the dot com bust a few years ago. Ten years ago the search engine world was not up to speed when it came to delivering a brand on the Internet. Many companies had to rely on pay per click campaigns to get their brands on the web. This was costly and it was very limiting. Overall, this was a very costly way to get in front of the right kinds of cash spending consumers. This limited beauty wholesalers up until recently. Search engines are finally ready for smart online marketers to take a second go of it.
“We carry 20 + product lines at Windsor Beauty Supply” says Ted Cantu. “We have pushed OPI to the first page of Google nationwide – coast to coast – without spending a dime on pay per click. This has paid off tremendously for us in the long run. We employed smart search engine, Google friendly, strategies to carry our campaign on the web.” adds Cantu. “Right now you can type in one keyword – OPI – and see us in the number two spot on page 1 of Google and that has us very excited.”
The popularity of Michigan based Windsor Beauty Supply has spread over into 5 locations. Using the web as its hub this beauty powerhouse has been able to reach more people, increase its consumer base and leverage its existing staff.
Cantu has also been behind the popular Hot Metro Finds web site and that has a lot of conventional media people a bit nervous. In addition to creating an online video directory Cantu has been responsible for remodeling how search engines and businesses interact with their buying audience.
“It doesn’t just work for OPI, Alterna and other beauty brands but for other services as well” says the Michigan based search engine gurus. “We have taken our strategies and literally paved the road for 50 other industries including MRI scans, alternative medical, rock bands, import companies, financial and real estate. Its endless. We are making a lot of companies visible on the web. Its all about the brand, the companies involved and their audience.” Says Cantu. “Right now, we are living in a time with zero limits. If you got a brand, beauty product line, fragrance line, or a new medical service you want to launch to thousands of online searchers now is the time to do it. Search engines are ready to roll and have matured. This was the gold mine that the over optimistic dot com investors had hoped for.”
