Avon calling - for recruits

   It was reported in last Thursday's Irish Independent that Avon is embarking on a recruitment drive for new representatives by advertising on television. I remember the Avon lady visiting my mother when I was a little girl. I loved when she came. The Avon ladies always seemed glamorous in my eyes and they had all these nice perfumes that they'd let me smell.

    In some ways I suspect a downturn in the economy is a marketing dream for Avon. More women are likely to be at home rather than at work, and so able to give their attention to buying from their sales person. They'll also be looking for value for money, more likely to buy an Avon item than a high price brand from a department store. Of course there'll also be more women looking for a flexible job to allow them to supplement the household income which is what the new ad campaign appears to be focusing on.

   Although Avon may seem a rather old-fashioned brand to some eyes a look at their websites (tailored for different countries) actually shows a company that has kept on top of trends and scientific developments. Another thing they excel in is matching a social cause to their business purpose. For many years Avon has supported breast cancer research and services but they do so much more than just hand over a cheque. This is really integrated into their business model.

   Firstly it's an incredibly good match with their staff and customer base.  Yes, before I get the complaints I know that men get breast cancer also but the incidence is low compared with women. I'd make an educated guess that even the men who get it go to the doctor only once nagged by their wives or girlfriends!

   As well as selling specific products aimed at raising funds for cancer research and support services Avon encourages staff, self-employed representatives and customers to get involved in raising money through sponsored walks and runs.  This also means they encourage women to get exercising, an important factor in helping people avoid cancer.

   They localise their efforts so money raised here goes to local breast cancer charities here rather than to Avon head office.  See an Irish example here. This seems obvious but I suspect you'd be surprised at how infrequently this happens in multi-national organisations.  

   In the USA the company uses its main sales channel, people visiting women in their homes, as a way of disseminating important information about breast cancer.  I'm not sure if they do this here in Ireland but isn't that an example of joined up thinking?  There is minimal marginal cost to adding a leaflet to each drop off and ensures the information is left where women are more likely to have time to read it. 

   In the US staff get free mammograms (again not sure it happens here) which shows the company putting their money where their mouth is.   There aren't many companies that exhibit such a smart strategic approach to CSR activity so next time you see the advert or hear the name Avon don't dismiss it as something from a bygone era. They're right up to date.
 

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