 By Terry Johnson, IPF Vice Chair, Business and Marketing Teacher For those Natural Perfumers who are attending or contemplating attending the trade event in Houston, Texas August 14-16, here are three event strategies that can make your participation a complete success!
1. Develop a pre-event plan
2. Maximize the use of time spent at the event
3. Complete the after-event follow-up The most under-appreciated but necessary key to event success is the strategy of after-event follow-up. It always amazes me that this most important event strategy is nearly always neglected or entirely forgotten. It probably has a lot to do with people returning from a trade event having to catch up with things put off by their event attendance. Even so, proper follow-up has to be immediately scheduled and completed within one week of returning, since the effectiveness of proper follow-up rapidly declines over a very short period of time. Here are a few suggestions to get the most out of your follow-up strategy:
These are proven strategies can make your event attendance less stressful, knowing that you will be immediately following up and making your event a complete success! Please email me at [email protected] with any questions you may have on successful event management. IPF is here to help!
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 By Terry Johnson, IPF Vice Chair and Business and Marketing Teacher Finally, we are emerging from winter’s cold and doldrums, and now we can begin embracing the positive spirits of transformation and renewal - giving Natural Perfumers significant marketing differential advantages.
Spring can provide us with these key lessons:
For those wishing to have a better understanding of marketing, compare it with growing spring flowers properly from germinations, to seedlings, to robust plants, and finally, to colorful flowers. Each stage of plant development is like a link in a supply chain, with each stage completed using optimum flower growing standards to produce superior and sustainable blooming plants. Like spring flower growing, marketing also involves understanding the complete supply chain from production to processing, to distribution, to consumer purchases, consumption, satisfaction, and repurchases. Each link has a responsibility to add value and then pass on that added value to the next link: all to maximize consumer satisfaction with our natural essence products. Here are some thoughts that can help you Spring Forward this year:
 By Terry Johnson, Marketing and Business Teacher From Flowers to Well-being in a Changing Consumer World Beginning in February there are a series of five US holidays in a four-month period that contribute a huge percentage to retail florist’s annual sales. This is important because florists sell flowers which, in a marketing sense, is similar to those selling the essences of flowers. Here is a breakdown of those five holidays this year with their dates and how they rank among all yearly holidays: February 14 Valentine’s Day #1 March 8 International Women’s Day #7 April 5 Easter #6 May 10 Mother’s Day #2 May 25 Memorial Day #5 These five holidays represent as much as 60% or more of total annual sales for retail florists and are opportunities to sell your health-related natural essences (and/or gift cards) to consumers who generally consider health a top priority in 2026. Key 2026 consumer concerns include: Mental Health: Mental health remains a top priority. Stress, anxiety, and sleep issues remain major concerns for consumers. Why is this important for those selling natural essences? Because we have products that not only can help with these important issues but can also be natural alternatives to strong pharmaceuticals, not to replace strong medication necessarily, but to help prevent consumers from having to take them in the first place. Value and Quality: Consumers’ budgets are currently thinner when it comes to anything they want but don’t need, so you should develop marketing and sales strategies to convince them they need your products for their good health for a lifetime. Human and Natural Connections: Despite digital and virtual adoptions, consumers are still worried about the erosion of the Human Connection and are increasing looking for natural options in the products they purchase, so make sure your website, your products and all forms of communication with consumers reflect your commitment to balance technology with nature and humanity. Here’s what a major US retail said about today’s consumer focus on health: "We see a broader shift towards holistic health as consumers recognize that health is multifaceted, encompassing not just diet but also lifestyle and overall well-being. We also know that consumers are increasingly looking for ways to integrate health and wellness into all aspects of their lives. Since diet, lifestyle and overall well-being are top of mind, brands and retailers that recognize and respond to this comprehensive view of health will be better positioned to meet the evolving needs of their customers." Take advantage of these coming holidays to get the message out that giving gifts of health will provide wellness benefits to their loved ones while helping them Reconnect with Nature.
 By Pr Terry Johnson, IPF Vice Chair and Business & Marketing Teacher I recently reviewed a website (I won’t reveal which one to avoid embarrassing them) who had this definition of Natural Essence marketing:
“Marketing is a bizarre science that consists of the study of the process and the motivations that make human beings do something that no other living creature does: buy things, the end aim of all economic activity.” There is really nothing correct about this statement. What this author (as well as many others in natural essences) is really talking about here is “selling” not marketing. Selling is part of marketing, but marketing is a much more complex process including:
The true “end aim” of economic activity for Natural Essences should be helping millions of new consumers understand the importance and value of making Natural Essences part of their daily lives for a lifetime. If you want to learn more about marketing, enrol for Terry Johnson's Business and Marketing course  By Terry Johnson, Business and Marketing Expert and Teacher Natural essences, and the flowers and plants they come from, are some of Mother Earth’s greatest gifts, benefiting human health and happiness for centuries. Knowing this, aren’t all of us who work with these essences obligated to ensure those benefits continue for our customers, ourselves, our children, and our children’s children? If you are interested in a more sustainable business, here are several steps you can take beginning today: 1. The first step is a personal commitment to sustainability. When we fly, the flight attendant always instructs us to first put our own mask on before helping others. Sustaining Mother Earth begins within ourselves. 2. Next step is to make sustainability part of your Purpose Statement, Mission Statement, and Value Proposition and make sure everyone working with you understands your commitment and what it means to everyone else in the supply chain. 3. Once these commitments are made, begin educating yourself on what sustainability really means for your business, the natural essence supply chain community, and most importantly for establishing and keeping customers for a lifetime. Consumers prefer buying from companies that don’t just sell great products. They are also looking for authenticity, integrity, and transparency. Companies that work with growers and processors that are mindful of the air, water, earth, and the animals and plants that surround them, can help you build trust and confidence with consumers, which is why IPF and other leading experts in essential oils around the world developed Sustainable Essential Oil Standards (SEOS) in 2020. Real sustainability (rather than greenwashing or virtue-signaling) is far more comprehensive than just working with a single program that is environmentally friendly. SEOS breaks down sustainability into 5 Pillars and then expands each of these Pillars into 5 standards per Pillar, totaling 25 separate sustainable standards. 5 Pillars of Sustainability Environmental Sustainability Cultural Sustainability Social Sustainability Distribution and Labeling Sustainability Economic Sustainability Here is a list of benefits SEOS will bring:
You can find out more about sustaining Mother Earth in natural essences by visiting the SEOS website here: https://www.essentialoilstandards.com/  By Terry Johnson Business & Marketing Expert and Teacher Green buds are finally appearing here in the Mojave Desert, a sure signal that spring is on its way! Temperatures are slowly rising, which means much more time outdoors but also reminding us that it is time for some serious Business Spring Cleaning.
Here is my spring-cleaning list of things to do: 1. Dust Off Your Business Plan When was the last time you reviewed your business plan? If your business plan has been collecting dust, spring cleaning is a great time to give it the attention it deserves. Instead of a one-time exercise, think of your business plan as a tool that can help you reevaluate how you’re doing and where you are in your business. As small businesses constantly develop and change, unexpected things happen, and your business plan needs to adapt to these changes. 2. Brush Up on Your Vision, Mission and Value Proposition These important business tools are mechanisms that keep businesses continually focused in the right direction. Does everyone working with you within the natural essence supply chain thoroughly understand them including employees, your accountant, lawyer, banker, suppliers, and customers? 3. Do a Full Sweep of Your Customer List As a small business, your customer list is likely one of your most valuable assets. Are you nurturing and caring for those customers as best you can, or are the responsibilities of running your small business keeping you too distracted? Spring is a great time to check in with customers, past and present. For those you haven’t served in some time, see if they need your services again. While cleaning up your customer list, you can also make a list of potential customers and try to secure new business. Remember, in these post-covid times everyone needs natural essences now more than ever. 3. Scour Your Books Spring is when many small business owners are already getting their financial paperwork and tax documents in order, but it’s also an opportunity to take a step back and do a financial inventory. See where your business stands, review your revenue and expenses and identify areas where you can save. That could even include evaluating your current accounting processes to see if there are ways to make them more efficient. 4. Clean Up Vendor Relationships As part of your spring cleaning, take some time to reconnect with your various vendors to express how important they are to you and how you can work together to improve and develop even more valuable relationships going forward. 5. Spruce Up Your Marketing Strategies Marketing is vital to any small business, and spring is the perfect time to examine and spruce up your marketing strategies. Like your business, marketing tactics are constantly changing, so you must consistently improve your marketing plan. You might research new marketing trends, take a deep dive into social media, or set up new marketing technologies . What marketing efforts are producing the best results? Consider eliminating and replacing any marketing strategies that have not resulted in expected revenues. Spring is a wonderful opportunity to refocus, reevaluate, and strengthen your business going forward for the rest of the year. If you need assistance for your perfume business, follow Terry Johnson's course: Learn Business and Marketing in the essential oil environment.  By Terry Johnson, Business and Marketing Teacher Another year has passed, and another has begun. Last year is now history and time to reflect on what we have learned from the previous year that can be passed on by proper planning to those (including ourselves) who will benefit from that additional knowledge and experience gained in traveling on our own personal Perfume Roads.
Here are a few tips on planning this year’s Perfume Road journey: Step 1: Thoroughly review last year’s goals, achievements, and setbacks and develop an overall evaluation of how the market may have changed during the year that might impact the coming year. What modifications to this year’s planning should you make due to achievements or setbacks you might have experienced last year? Set aside enough time to give your undivided attention to the project. The best way to ensure you’re dedicating the right amount of time is to schedule a time slot for every day over the course of the week. Step 2: Review your Purpose/Vision, Mission Statement and Value Propositions which are your blueprints to stay on course traveling your Perfume Road. Did you stay on course to fulfil your Mission and Purpose for the year? Is it time to get back on track? Step 3: Incorporate your past years’ history and experience as well as the history of perfumes into your marketing strategies going forward. Friends and relatives from outside the natural essence community ask me why it is so important to educate consumers about the history and culture of natural perfumes and essences. Besides the fact that perfume history is important human history, understanding our perfume past helps us properly shape the future through effective planning, successful marketing, and giving more meaning to consumers about how important natural perfumes and essences are in their personal lives. Creezy Courtoy’s beautiful book The Perfume Roads and her excellent IPF Teacher’s Academy course World Perfume History Course teach us about the importance and value of the culture and heritage of natural perfumery. What those ancient Perfume Roads created historically has a direct and important link to what we did last year and what we will be doing this year and beyond. This is because we are still on those Perfume Roads that will lead us to a better world for futures generations, and your business success will benefit from the efforts you make today in planning your Perfume Road journey going forward. To find out more about world perfume history, visit this link.  By Terry Johnson, Natural Perfumery Business and Marketing Expert When most natural perfumers start perfume businesses, there is generally only one person involved doing every business activity. This means all responsibility and authority rests with one person. If a one-person business is the plan, then all is fine. If, however, a natural perfumer wants to take full advantage of the growing consumer interest in natural perfume or natural aromatherapy and significantly grow their business, they will have to make the decision to develop a team to professionally carry out all of the growing business functions.
Here are some fundamentals every growing company needs to consider on team delegation: 1. Make careful choices for every person added to the team, including looking for indications of experience in team play. For example, ask if they have ever played on a sports team and enjoyed it. 2. Ensure each member of the team thoroughly understands the company’s Mission, Purpose/Vision, Value Proposition, and policies, and how important their job is in fulfilling these fundamentals. Develop a company manual containing these fundamentals and policies and give the entire team regular access to them, reviewing the manual with everyone periodically. 3. Assign each team member’s responsibilities with some appropriate authority. It is quite easy to delegate responsibility without authority - just tell one of your team to do something. It is not as easy, however, to properly delegate responsibility that includes authority. Delegating responsibility without authority can result in failure, team disengagement, and even resentment, and is also known as "dysfunctional delegation." Proper management practices necessitate clearly stating the lines and limits of each team member’s authority and responsibility. 4. Review each team member’s job performance and knowledge of fundamentals periodically and continually re-focusing on your team regarding your purpose, mission, and value proposition. This keeps the entire team on the same page. 5. Manage the team with balance between ignoring or hovering, and monitor team performance without undermining employees. Remember, team members may do things a bit differently than you would do yourself, but that is part of the give-and-take nature of team delegation of responsibility. Want to learn more about operating a business and marketing natural perfumes and essential oils? Sign up for Business and Marketing in the Natural Essence Community.  By Terry Johnson, Business and Marketing Expert In the vibrant world of perfumery, new brands and budding perfumers often find themselves looking toward established giants like Chanel for inspiration. However, it's crucial to remember that these iconic brands have spent decades cultivating a rich cultural legacy that goes beyond just the fragrance itself. Consumers are drawn to these brands not only for their scents but for the stories, emotions, and the status they represent. In contrast, the realm of natural perfumery offers a unique opportunity for emerging brands to carve out their niche and promote powerful brand differentiation through authenticity, effective storytelling, engaging senses, deep connectivity to sustainable ingredients, and strong community relationships. The Importance of Authenticity In today's market, consumers are increasingly discerning, prioritizing transparency in the products they purchase. Natural perfumes, which often contain sustainably sourced ingredients, resonate with health-conscious consumers seeking authenticity. Brands can leverage this by being open about their sourcing practices, ingredient origins, and production methods. This transparency not only builds trust but also creates stronger emotional connections with consumers who value sustainability and ethical practices. Crafting Compelling Stories Storytelling is a powerful tool in marketing, particularly for natural perfumery. Each fragrance has stories to tell, be it the inspiration behind the scent, the journey of its creation, or the cultural and significance of the sustainably created ingredients used. By weaving these narratives into their branding, new perfumers can create a rich tapestry that engages consumers on deeper, emotional levels. This approach not only differentiates their products from mass-market offerings but also fosters a sense of community and shared values among consumers. Engaging the Senses Natural perfumes are unique in their composition and often offer sensory experiences that differ vastly from synthetic fragrances. Power Marketing strategies should emphasize the sensory journey of product: how they smell, how they feel on the skin, and even the emotions or states of wellbeing they evoke. Engaging consumers through sensory experiences can be achieved through various mediums, including samples, immersive store displays, and tailored online experiences that allow potential customers to explore the fragrances in meaningful ways.  Building Community Connections
Community engagement plays a pivotal role in the Power Marketing of natural perfumes. By fostering connections with local artisans, suppliers, and even consumers, brands can create strong support networks that enhance their authenticity. Hosting workshops, pop-up events, and collaborations with like-minded brands can help engage and build loyal customer bases that feel personally invested in the brand's success. This sense of community not only promotes word-of-mouth marketing but also reinforces the brand's commitment to ethical and sustainable practices. Finally, as the natural perfume market continues to expand, Power Marketing will be crucial in distinguishing new natural brands from their more established synthetic counterparts. By embracing these power principles, new perfumers can effectively resonate with a growing consumer base that prioritizes sustainability, health, and emotional connections in their purchasing decisions. With a thoughtful approach to marketing, the world of natural perfumery holds immense potential for innovation, creativity, and meaningful consumer relationships for a lifetime. Focusing on these core Power Marketing elements will provide new brands in the natural perfumery space with the tools to set themselves apart and thrive in an increasingly competitive market. If you want to know more about marketing your perfume our your essential oil business, enrol for Terry Johnson's Business and Marketing course.  By Terry Johnson, IPF Vice Chair and Business & Marketing Expert Don’t wait for opportunities in the distance but recognize them and embrace them right where you are! One of the biggest mistakes businesses make severely limiting their success is stopping the learning process after a certain level of business experience is achieved. It’s as though once they figure out how to make their business work initially, they don’t believe any further training or learning is valuable or necessary.
In contrast, if there is one attribute that all successful businesses have in common, it is having the ability to continuously learn and then teach what they have learned to others needing that information for a lifetime. So, who should we be learning from and teaching to, and who benefits from these learning and teaching processes? Everyone in the Natural Perfumery supply chain including:
Action Steps all Natural Perfumers should consider: 1. Decide what content you should be teaching, to whom you will teach it to, and by what method(s). 2. Determine the best content to learn and where that content will come from. Sources of learning can come from a variety of places within the Natural Perfumery Community, and each Natural Perfumer should learn as much as possible about what makes Natural Perfumery as valuable to consumers as it is. Two courses from the IPF Natural Perfumery Teacher’s Academy immediately come to mind: World Perfume History, and Teaching Methodology. Both courses are taught by IPF Founder and Chair Creezy Courtoy, and you can find the teaching methodology course here: https://www.teachers-academy.org/masterclasses.html and the World Perfume History course here: https://www.teachers-academy.org/courses.html 3. Don’t wait for opportunities in the distance, but recognize them, and embrace them, right where you are! |
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