We already know the various ways that Essie promotes itself from a previous post. some of these ways of mass communication include weekly magazine adds, and billboards. Essie always makes sure to have a full page add in magazines, and the full billboard so that no other "noise" will distract the consumer. But one special thing about Essie is its competitive advantage, Essie is known for its seasonal line which is something no other polish company does giving it the advantage. On Essie.com there are many different options of things to do such as new colors, whose wearing what, but the smartest thing the website has is a feedback section. Consumers can go on the website and express any questions, comments, or problems they may have with the products. Essie always does its job of informing the consumer of the upcoming lines, and just from that the consumers are persuaded, that is why so many women choose Essie as their brand of polish. Essie knows exactly what its target market it, women ages 17-34, and Essie advertisers know exactly what it takes to draw them in. By constantly showing fun exciting colors that remain classy, consumers cannot help but buy the products.
A- Essie gets the consumers interest by advertising in places that the target market will definately not miss it,(magazines and billboards).
I-Essie has its nail polish in all the latest fashion shows, letting everyone know just how much the colors can enhance your wardrobe.
D-To take Essie above the other polish brands they have celebrity's wearing the colors with the hottest new outfits.
A-Essie continues advertising and sales are made.
