• #162: Avon – Ding Dong Avon Calling

  • Jul 17 2024
  • Duración: 17 m
  • Podcast

#162: Avon – Ding Dong Avon Calling Por arte de portada

#162: Avon – Ding Dong Avon Calling

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  • David McConnell ditched his door to door book selling gig to pursue the bribe that he we giving for attention. Dave Young: Welcome to the Empire Builders podcast, teaching business owners the Not-So-secret techniques that took famous businesses from mom and pop to major brands. Stephen Semple is a marketing consultant, story collector, and storyteller. I'm Stephen's sidekick and business partner Dave Young. Before we get into today's episode, a word from our sponsor, which is, well, it's us, but we're highlighting ads we've written and produced for our clients. So here's one of those. [Travis Crawford HVAC Ad] Stephen Semple: Ding dong. What makes you think of when the doorbell rings, what ad? Ding dong. Dave Young: Ding dong. Well, I was expecting a topic, first of all. Stephen Semple: Okay, well work with me here. What do you recall? Dave Young: Shoot, in the last five years, just chasing people away from my front porch. Stephen Semple: Oh, okay. Dave Young: Avon calling. Stephen Semple: There you go. Avon calling. That's who we're going to talk about. Dave Young: Yeah, I don't think they're doing that anymore. Stephen Semple: No, they aren't. But that recall is really, really interesting from the fact that you were able to remember those ads. Because those ads have not run, they stopped running in the late sixties. We were like... Dave Young: Oh my gosh. Stephen Semple: We were really young when those ads stopped, and yet you were still able to recall it. Dave Young: And I'm probably recalling it as a persistent meme in our culture that Avon calling, it became, not, it was woven into probably movies and TV and mass culture, so that for the next decade or decade and a half, it was still echoing, right? Stephen Semple: Correct. Dave Young: Yeah. Yeah. Wow. Stephen Semple: So think about how powerful that was. We're going to talk about Origin, a little bit about Avon. Dave Young: I think that's a fascinating phenomenon. I'm anxious to hear the Avon story. It reminds me of cigarette jingles as well that ended when they banned cigarette advertising in the mid-seventies. Yet for the next 20, 30 years, I mean, anybody that was alive then could still tell you Winston tastes good like a cigarette should, right? There's so many of those. So yeah, they just become a part of us. Stephen Semple: And they're powerful enough that they're, as you said, spoofing them on Simpsons and things along that lines. But back to Avon. So Avon's a really old company. It was founded in 1886 by David McConnell, and today, it's still around today. They do 9 billion in sales, they have 23,000 employees. There's over 6 million representatives of Avon, and it's still privately held by Natura Holdings out of Brazil. And they're giving you an idea, there are four Avon lipsticks sold every second. Dave Young: Dang, that's a lot of lipstick. Stephen Semple: Boom four, boom four, boom four. Isn't that incredible? Isn't that amazing? Avon's founder, David McConnell, started in sales back in the 1880s as a door to door book salesman. And so we've heard this happen with other businesses because he then used a popular gimmick. Remember Wrigley's? Remember how Wrigley's didn't start by selling gum? The gum was the free giveaway? McConnell offered a free gift in exchange for a moment of the customer's time. So it was a gift with appointment. And guess what he gave away? Perfume. Dave Young: Oh, okay. Stephen Semple: Most of the customers McConnell dealt with were housewives who were home in the afternoon hours while their husband was away at work. And so he decided to work with a local pharmacy to create a fragrance that he could give away, little quantities for anybody who was willing to listen to the book pitch. But a funny thing happened, they were way more interested in the perfume than the books. So just like Wrigley,
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