MKT17 advertising campaign

MKT17 advertising campaign



hey guys my name is Bree Rodriguez and for my advertising campaign I was able to work with b-natural salon and Shop where they're keeping you and the planet beautiful so for today's presentation I'm going to be diving into situational analysis s wot analysis objectives and targets and sample ads I was able to sit down with the owners of being natural salon and shop and talk to them about marketing efforts that they're currently using within their salon they recently moved in through their Crystal Lake location in October of 2018 and are finding the demographics to be different than the last location let's take a closer look at their target market and their current marketing efforts so looking at the marketing techniques that they currently have they're using blogs which are featured on their Facebook email and website and are readily available to consumers to make the company appear fun and happy one of the many ways that blogs are utilized as we learn to chapter 10 their blogs consist of events tips and tricks for potential viewers and I was able to find a sample of one on their website next we look at the social media platforms that they're present on such as Facebook Instagram and Pinterest on Facebook they advertise their events encourage their customers to check in at their salon for referral marketing and offer Frederick deals and lists all their contact information and website where customers can easily book an appointment and find prices on Instagram they feature their hair stylists work as well as promote various promotions and products on their page on Pinterest they focus on reposting hairstyles that their hair stylists have created as well as linking their website to these pins that potential customers can easily and readily book an appointment through there next we have Frederick offers and this is another great way to utilize marketing because it's a smart salon marketing tool that sends out various coupons and promos on platforms such as Groupon and Facebook it's available to send through text and it uses a lot of urgency the goal of Frederick offer is to fill openings quickly by offering the consumer a deal that expires immediately the customer is able to book and redeem the promo through a link of a matter in seconds next we have guerilla marketing and this is utilized through a special strategy called you marketing that focuses on how they can help the customer directly as we learned in chapter 10 the emphasize the importance of being the best you you can be and through this offer services to improve the quality of a customer's appearance they utilize and strategize their marketing efforts in a smart and efficient way to gain traffic into their salon and offer many different promotional opportunities as well in order to benefit their business and gain customer loyalty next let's look at their target market talking with the owner about the client base it is primarily made up of women because of how often they get their hair done they are offered coloring services and haircuts every couple of months the age of these women range from children all the way to senior citizens but the most common is middle-aged women they are established enough to keep up with the cost of their hair services and are in most need of it because of the activities and responsibilities that they're involved in to keep up in appearance next we have families after talking with the owner about the average client they see it happens to be middle-aged women who have established families therefore they bring in their children and their husbands for their haircuts and other services next we look at the Crystal Lake population and according to area vibes a site dedicated to measuring and analyzing demographics and local cities 92% of crystal lakes location is primarily white this plays a factor in what these target market looks like and who they reach out to next we look at the psychographics and has talked about in chapter 4 there are various types of psychographics that appeal to different target markets these target market is especially geared towards achievers consisting of consisting of families who want to have a prestige and well put appearance to others experiencers younger people who are looking to change up their looks from time to time to Kika keep up with the current trends and strivers people who want to keep their appearance well-kept for the approval of others be seeks these groups because they know they can best satisfy their needs and want and and wants by helping them through their appearance now let's see a closer look at their SWT analysis first off we have their strengths so shrinks 4br they listen bee house tagline thats a tear artists who listen they have a staff that creates a look a customer want to the best of their ability the owners have a background in HR and have worked on the marketing team of Pravana a large and popular beaters beauty supplier in the industry this gives them an advantage as they know what products work best for them and experience and you they're not knowledge to better the business internally for both their staff and their client base they have an awesome awards program he offers this referral program if they recommend a family or friend they received $10 and reward points and the person that they refer also gets $10 off their first service this is a great way to have their loyal customers before refer others and also get marketing through word-of-mouth next be is team based so be works as a team and then non-compete if a customer does not enjoy a style from a certain team member they're able to try among the team and since they are non-competitive their pays also not based off of commission commission next let's look at their weaknesses opportunities and threats so for weaknesses the experience and be they believe that education is valuable and will therefore take on stylists that are fresh in the field they would like to mentor them and teach them but they have to start somewhere therefore the hair hair stylists are not always the most experienced which could cause internal conflicts within their business they are also limited on certain products that they have to offer because they are in all eco-friendly hair salon so they are limited to what they can have in the salon and their staff as of right now V only has 16 members and it's rather small for that salon and this could definitely cause a conflict when scheduling and it affects the staff and the customers both because they're not able to take a large consumer base with a small team hours B is closed on Tuesdays and open from 1:00 to 8:00 on select days during the week open from 9:00 to 5:00 on the weekends this presents some challenges for internal booking in the salon and could become a conflict for customers and as I mentioned before their location B is new to the area of Crystal Lake with a new demographic it's been hard to reach new customers and since their move was too far for some of their existing customers they lost some of their customer base according to the owner next looking at their opportunities B is present on social media and is active on all of these various platforms and uses them to show their skill set within their team they use their merchandise and come as a whole to reach through their social media they were able to let their customers know what they have going on what they had to offer and what their company believes in together brand loyalty next we look at the organic aspect that B has to offer V carries all natural and organic products to ensure that their customers are receiving the best care possible for both them and our earth this creates an opportunity to lock out competition by offering organic products that customers can only get through their salon and since they are new in the area this perceives an opportunity because they B values and holds beliefs that are new and fresh and they offer a contemporary place for customers B is located near downtown Chris Lake which is an older location and with a new and contemporary vision and style there are very few salons in the area that offer the same aesthetic looking at the events that they also have to offer they're very adamant about being involved in the community and always seek different opportunities to sponsor or help out charities businesses etc currently they're partnering with Casa to raise money for children by offering haircuts where all the proceeds will go towards the charity and through their technology fees up to date on the latest technology and offers opportunities such as online booking to their customers for a quick and easy way to schedule an appointment next moving on to the threats as you can imagine there will always be another salon and B is not the only salon in that area there are neighboring salons and that that will always be faced with competition and their pricing B is on the higher end of the pricing scale for their services for example a haircut could range from fifty to seventy-five dollars depending on the hair artists and this is a rather high end pricing compared to other places and looking at the concepts although B is an all-natural salon they are not the only ones who are eco friendly other salons have joined green programs that allowed them to recycle non-traditional items such as foils and tubes of color which present competition as well when like I said before they are new to the area and are still creating a good brand name for themselves and it's hard for people to trust them and this poses a threat is they also lost some of their existing client base which plays a role in to my next point of funding with the loss up with the loss of customers and not a lot of client retention makeup we lose money for funding the company and the staff as a whole so after looking at the SWT analysis I'd like to go into the objectives and targets starting with the advertising objectives I would like to inform the potential customers current followers and their following of the promotion that B has to offer which is $20 off for new guests this will capture their attention for the first time the ideal target market for all of the objectives would be middle-aged white woman with or without a family who is interested in keeping up appearances and young women looking to change their look frequently to keep up with current trends next I would look at persuade them with the $20 off and stressed the importance and limited time offer of this promo this will be the second time they'd see it and understand the urgency and benefits on their behalf lastly I'd remind them of what a great deal $20 off is usually it's only $10 off for new guests but by having this reminder they will have an urgency to quickly act upon it as they now know that it is not a usual deal based off of Hermit Krugman's 3 exposure hypothesis from chapter 7 this will be the third time a potential customer will see the advertisement and will have their attention captured through any voluntary effort next let's look at sales and popularity looking at sales let's start off with retail to break-even with the discount of $20 hairstylist will have to perform relationship selling where they build a connection with their client and perform transactional sales between them customers will be more likely to buy merchandise if they know they are already getting a discounted service so it's a great gateway for hairstylist to sell these products next we have retention having customers pre book their appointments in advance ensures that they will be back and have brand loyalty where they will only visit be to have a services done next jumping into popularity let's look at their following on social media so they have 4904 followers on instagram 2313 on facebook and 865 followers on Pinterest this is a good following on each platform and gives me a good foundation to build more likes and shares on each platform so looking at the closer at the engagement rate of the post on Instagram they we'll have to have an average of 200 likes on the post as well as as well as at least 10 comments to have an engagement rate of 4.5 which the Instagram engagement rate is usually out of 6 for Facebook they will need more exposure from customers by having them for example checking at be and repost content to have more page likes and for Pinterest it will need to be updated with new promotions as well as current and trending styles to be saved and repin with the promotional link attached to each pin next I'm looking at the frequency of the advertisement advertisements to ensure that the goals that I previously mentioned will have to be posted at least three times weekly based off of Krugman's theory and the measuring and chakra tracking a great way to track and measure these goals is through the insights of Facebook and Instagram looking at engagement rings and engagement rates clicked links and shared reposted repin posts will give me good tools to track and measure their success they can also have their customers fill out a small form to see how they found out about B if it was through Pinterest Facebook or Instagram they would have to have the option to list it for B's records now I'd like to look at the sample ads that I created the first time we have is geared towards families and is planned to run on Facebook which one of the largest platforms that allows more than just likes with this ad running three times weekly families more specifically mothers are able to like repost and check in with the B ad to refer more traffic to their site since Facebook is in chronological order there is no need to run it more than three times especially with the ability to have reposted and paid to be a sponsored post to reach third parties and here is the ad that I have created it has the tagline we're keeping you and the planet beautiful with the promotion new guest receives $20 off and the contact information on the bottom the target market here again is for families we have a daughter a wife and a husband next jumping in the second ad that I created is a Instagram ad and it's plan to the in 10 is to attract white middle-aged women who are looking to have a new appearance to appear successful in other people's lives with instagrams algorithm being based off of engagement this ad is supposed to run five times weekly to ensure that it gets enough likes and engagement through bees intended audience here is the second ad that I created and the tagline again is present along the left side we have the promotion take $20 off your first visit and then below that the contact information where they can go ahead and book that appointment and the third and final ad that I have created has the intention to attract the experiencers who are on current trends and are constantly looking to change and keep their appearance up it's planned to run on Pinterest as much of the audience as female dominant and has updated and trending styles that attract experiencers the ad fits the aesthetic of the platform and is scheduled to run three times weekly to allow potential customers to like and repin the ad to their own boards so that their following can also see it so this is the third and final ad that I've created again tagline is up along the top keeping you and the planet beautiful we have a young modern woman we have the city background and the promotion is next to it as well as the contact information and those were the three ads that I have created thank you guys so much for taking the time to watch my presentation it was very fun getting to know the owners of being natural Salon and Shop they are very friendly I highly recommend them and if you have any questions just leave comments below and I'd be happy to answer them thank you so much

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