Beauty by Design Advertising Campaign€¦ · Web viewSuch as Valentine’s Day special and also...
Transcript of Beauty by Design Advertising Campaign€¦ · Web viewSuch as Valentine’s Day special and also...
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Beauty by Design Advertising Campaign
Introduction to MarketingIndianola High School1304 E. First Street Indianola, IA 50125Abbi Sudbrock & Madison Koonce
Table of ContentsExecutive Summary.......................................................................1
Description.................................................................................2-3
...................................................................Objectives of Campaign
4.....................................................................................................
Identification of Target Markets
Primary Markets...................................................................4
Secondary Markets...............................................................5
Advertising Media necessary for Campaign
Twitter..............................................................................5-6
Direct Mail...........................................................................6
Radio................................................................................6-7
Indianola Community School..............................................7-8
Drawings..............................................................................8
Advertising Schedule.....................................................................9
Promotion Schedule.....................................................................10
Budget........................................................................................11
Statement of Benefits to the Client/Advertiser...............................12
Bibliography................................................................................13
I. EXECUTIVE SUMMARY
About Beauty by DesignBeauty by Design is a local home salon on the south side of Indianola, Iowa. The salon is known for their high quality and low prices of haircuts and services. The salon offers a variety of services from haircuts, to body waxing and also sell many different types of hair products. Beauty by Design’s goal is to provide high quality services while maintaining low prices.
Campaign ObjectiveA) Primary Objectives
Increase Beauty by Design’s revenue by 5% Increase returning clientele by 75 people Increase each stylist’s revenue by 3% Increase stylist knowledge of trends
Target MarketsA) Primary Target Market
Women Ages 16-50 Earns average household income Individuals who enjoy being pampered Individuals who care about their appearance People in the Indianola surrounding area
B) Secondary Target Market Men Ages 25-40 Earns average household income Individuals who enjoy a clean appearance Individuals who look for a quick cut People in Indianola surrounding area
Forms of Advertising:We will advertise Beauty by Design through many different sources. These sources include Twitter, Facebook, Radio, and Indianola Community School District. We will also incorporate many different drawings through social media and at the salon. We will also be creating many different holiday specials in order to bring in more customers. Such as Valentine’s Day special and also a Christmas special, the customers who choose to participate in these contests will have the chance to win different products or gifts.
BudgetOur budget is rather low, but we are incorporating many different forms of advertisement into it. The forms of advertisement that will cost are the radio ads, and support the school. Setting up a Twitter account is free, and so is continuing to run a Facebook page. Keeping our cost low allows Beauty by Design to make a higher profit with low cost.
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II. DESCRIPTION
Description of Business:
Beauty by Design is a locally-owned hair salon in Indianola, Iowa. They offer many
different services and products, those of which include; highlights, hair
colors, haircuts, and body waxing .They also offer a wide range of
beauty products in addition to the salon services. Paul Mitchell,
Redken, Bed Head, Big Sexy Hair, Kenra, and Scruples are some of the
brands they sell.
Indianola is located about 10 miles south of Iowa’s capital, Des Moines. Indianola has a
fast growing population of 14,782. It has a very family friendly environment with cost
friendly events. The average income is $52,694.
The salon offers many different products, including; hair services, body waxing,
products, and a select amount of clothing and accessories. The salon is located in
Indianola, at 500 S. Jefferson Way, at the south end of Indianola. The salon owner receives
her products, by ordering from sales representatives, and ordering name brand products
from catalogs. Consumers are able to purchase these products in the salon, and set up
their appointments. The salon offers different promotions including; a punch card, buy ten
haircuts get one free, select products have occasional sales, such as buy one get one half
off, and the salon supports Indianola Athletics, the company always sponsors an athlete
for homecoming, and regularly buys from fundraisers.
About the Owner:
Beauty by Design was started in 1994, and is celebrating
20 of being in business this year. The owner, Sarah
Breeden, decided to start her own business because during
her schooling she got to meet with other salon owners
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“Our goal is to incorporate a relaxing environment into our salon while maintaining low prices with
high quality products”-Sarah Breeden, Owner
which inspired her to open her own one day. Prior to owning her own salon, she worked for
two different salons in town and then decided it was time to open one of her own. One of
Sarah’s long term goals is to have more stylists working in the salon for her. Current
threats for this business would include other salons in the local Indianola area, including
Aveda, Cost Cutters, and Great Clips.
SWOT Analysis:
Beauty by Design has many internal strengths of which include; the owner has a
strong background in beautician work, she has a high level of knowledge on keeping up
with trends, and keeps the latest products in the store. Some internal weaknesses of the
business would be not having enough staff, and lacking in area of building space.
External threats would be, when the economy goes bad, people don’t have the money
to buy products, or get their hair cut, which causes a decrease in profit for the salon.
Outside competition from other salons, would be a threat, because it takes away business
opportunities. External opportunities would be haircuts are a necessity, and changing
trends keep customers coming in. The salon could also move and open up a bigger salon.
III. OBJECTIVE(S) OF THE CAMPAIGN
Increase Beauty by Design’s revenue by 5%
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Service PriceHaircuts $15.00 - 25.00Color/Highlight $45.00 - 100.00Body Waxing $10.00 - 15.00Hair Products $5.00 - 40.00Clothing/Accessories $30.00 - 90.00
Increase returning clientele by 75 people
Increase each stylist’s revenue by 3%
Increase stylist knowledge of trends
We have created many different objectives to better advertise Beauty by Design. In
our campaign we intend to expand to Twitter with a goal to increase clientele. Purchasing
a radio advertisement in order to bring in more customers to expand our company and
increase the revenue as a whole. Also, by sending out direct mail, we can maintain loyal
customers with frequent customer coupons. Beauty by Design can receive a favorable
image by participating in different activities and events through Indianola Community
School District. Beauty by Design will also hold holiday giveaways, every time a customer
comes in the salon; they are entered into the drawing, to receive a gift card. This will help
the salon, by bringing the customers in more often.
IV. IDENTIFICATION OF THE TARGET MARKET
A. PRIMARY MARKET
Demographic
Women Age 16 - 50 years Income range of $30,000 - $60,000
Psychographic
Individuals who enjoy being pampered Individuals who care about their appearance Individuals who look for a relaxed salon environment
Geographic Indianola, IA
B. SECONDARY MARKET
Demographic
Men Ages 25 - 40 years Income range of $30,000 - $60,000
Psychographic
Individuals who enjoy having a clean appearance Individuals who the atmosphere of a salon
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Individuals who look for a quick cutGeographic Des Moines, Iowa
V. LIST OF ADVERTISING MEDIA SELECTION NECESSARY FOR THE CAMPAIGN
Advertisements
Twitter:
Beauty by Design is going to open a free Twitter account and run it themselves in
order to avoid expensive prices. Twitter advertising is a new way to advertise to the
younger market, and will benefit the
company. Beauty by Design is going to tweet
at least five times a week and in their tweets
they need to include; trends, promotions, new services, new information about the
salon/stylists, and new products. Some examples of the tweets that Beauty by Design will
be putting out include: “Check out this new cut Sarah did.” To help promote different
promotions this is an example of a tweet that could be sent out, “This month’s promotion
is, get your hair colored and receive a haircut
for free.” In order to keep our existing
customers up to date about new products the
company could potentially tweet, “Stop in and
check out our new product line.” Beauty by Design would benefit by putting images into
their tweets from time to time.
The company will also be creating holiday giveaways on their Twitter page. For
example, during the holidays they will tweet “Tweet us a picture of your favorite holiday
hairstyle for a chance to win a $15.00 gift card”.
Direct Mail:
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In order for Beauty by Design to maintain their existing customers sending out
direct mail is an excellent way to do so. Sending
out coupons is an easy way to pull new customers
into the salon, hoping that they will become
returning customers. For Beauty by Design to send
out 2,500 pieces of mail with both sides colored it
would be $245.00. The cost for postage would be
$1,200. It would be this price because the size of
mail Beauty by Design is sending out is the same size of a postcard. This technique is best
to utilize only once a month, in order to prevent the company from overspending and
customers from getting annoyed of junk mail. An advantage of direct mail is that the
company is able to use the same mailing list multiple times.
Radio:
Beauty by Design will be able to bring in new customers from different locations
around the metro by purchasing a radio ad. The radio ads range in price from station to
station. The company will also pay per time the ad plays. Beauty by Design will buy time
from the radio station KGGO, because it is a well known station that many local people
listen to. In order to catch a wide variety of people, it is best that the salon purchases an
ad in the morning. The cost for this advertisement will be $124 per time, for a 60 second
ad or $109 for 30 seconds. The company will best benefit by the 30 second ad. This ad will
play around 2-3 times in the morning, based on what
Beauty by Design would like to spend. This will be very
beneficial to the company, because people from all
around the metro will be informed about Beauty by
Design.
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“Beauty by Design is a relaxed environment with quality hairstyles and low prices! Be sure to stop in and see us in Indianola. Mention
this ad and receive 10% off!”
Sales Promotions
Indianola Community Schools:
Advertising within the community is very beneficial because it provides the
company with a favorable image. There are two ways Beauty by Design will get involved
with the community. The first is adding a promotion to the Indianola Gold Card. This
promotion will be 10% off every visit at the salon for the year. Adding this promotion to
the gold card, will not cost the business
anything other than the revenue they will lose. But, by making this discount become
available it will bring in more customers which in the long run will make up for the revenue
loss. This will be very beneficial to the company because many
families in Indianola purchase gold cards to support Indianola
athletics. It is also a very easy way to get Beauty by Design’s
name out there.
The second way the company is going to be getting
involved with the community is they are going to begin
sponsoring a variety of sporting events. By sponsoring events,
the company will be able to interact with the community on a personal level, and be able
to get the company’s name to people who haven’t heard of it before. Sponsoring a team
will cost Beauty by Design $100 - $150, which would include paying for a team’s varsity
poster. The company could also sponsor the football team, by donating $25 for every
touchdown scored at the home football games. Both of these forms of advertisement will
help the company receive a favorable image from the community.
Drawing:
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Beauty by Design currently has a lot of valuable customers, and has come up with a
way to help maintain their loyalty. The company is going to start doing a drawing once a
month. How this is going to work is every time a customer comes into the salon to get
their hair either cut or colored, their name will be entered
into a drawing one time. So, if a customer comes in two
times in one month, their name will be entered two times.
If the customer’s name gets drawn, they will receive some
type of prize. Every month, the prize will vary a little. For
example, one month it would be a basket with different hair products, and another month
it would be a $30 gift certificate. By doing this drawing, the company will maintain their
customers, and as more local consumers hear about the excellent prizes, they will have a
desire to come into the salon, and potentially become returning customers.
Another way Beauty by Design will incorporate a drawing to reach new customers
would be to have a giveaway on their Facebook page. For example, they would post, “If
you share, comment, and like this post you will be entered for a chance to win this
awesome new hairspray”. This would broaden the number of people who will learn about
Beauty by Design through word of mouth.
VI. SCHEDULES OF ALL ADVERTISING PLANNED
November December
Twitter Create a free Twitter account
Send out first tweet about new products
Approximately send 12
Send out 12 tweets Tweet advertise new
merchandise Tweet about Christmas
contest
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tweets Send tweet about
Thanksgiving contesto “Tweet us your best
Thanksgiving hairstyle”
o “Tweet us your favorite holiday hair color”
Direct Mail
Create design for postcard Create a mailing list
Send design to be created into postcard
Buy postage ($1,200)
Radio Contact KGGO Schedule when radio
advertisement will air
Create jingle for radio ad Determine what needs to be
stated in advertisement
January February
Twitter Send out 12 tweets Tweet about new
hairstyle trends
Send out 12 tweets Tweet about stylist achievements Tweet about Valentine’s Day
contesto “Show us your favorite
hairstyle for date night on Valentine’s Day”
Direct Mail
Pay for postcards ($245)
Send out first round of direct mail to existing customers
Send out second round of direct mail to existing customers
Create a new mailing list of non-existing clients
Radio Pay for radio ad ($109 for every time aired)
Have advertisement played 2 times a day
Go one month without airing radio ad in order to keep costs low
VII. SCHEDULES OF ALL SALES PROMOTION ACTIVITIES PLANNED
November DecemberIndianola Schools
Select a specific sporting event
Get in contact with coach
Become a company that offers discounts on Indianola Gold Card
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Sponsor football team by paying $25 for every touchdown
Drawings Inform clients about upcoming contests in store
Post first giveaway on Facebooko Share, like, and comment
on the post to be entered to win free haircut
Begin first drawing in store to win a basket of new products
January FebruaryIndianola Schools
Sponsor basketball team by paying to have basketball posters created ($150)
Keep in contact with sporting teams to help with extra costs
Drawings Announce winners from Facebook and in store giveaways
Create a new giveaway in store, 20% off next purchase
Announce last month’s drawing winner
Create a new Facebook drawing
VIII. BUDGET
Form of Advertisement:
Description: Cost:
Twitter Tweets o Informing about new
products/company information
Free
Radio 30 second advertisement Two times a day
$109.00 - one time
$218.00 - the whole day
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Direct Mail 2,500 postcards Postage Mailing list
$245.00 - postcards
$1,200.00 - postage
Indianola Community Schools
Company on gold card Football game sponsor Basketball team sponsor
$25.00 - per touchdown
$150.00 - postersDrawings Giveaways
Drawings Gain new clients
Prices vary based on giveaway
Total Cost All of the above Around $2,000
We have picked these different forms of advertisements because they will be
efficient for Beauty by Design. Also, they are very cost friendly for the company. In order
to get the company’s name out there it is necessary to advertise which can sometimes be
very costly. Because of this, we have carefully selected a couple different methods to
begin advertising that will fit in the salon’s budget. These different ways of advertising are
going to better help the salon’s awareness become greater.
IX. STATEMENT OF BENEFITS TO THE CLIENT/ADVERTISER
If the steps in our advertising campaign are followed these objectives should be
met: Beauty by Design’s revenue will be increased by 5%, each stylist’s revenue will
increase by 3%, clientele will be increased, and stylist knowledge of trends will be
increased.
During this campaign we are going to increase revenue by gaining more clientele
through direct mail, radio advertisements, and drawings through Facebook. By doing these
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different advertisements we will help make the salon become more successful in many
different aspects. We are trying many different kinds of advertisements, hoping to figure
out which ones work best for the company. By doing this, Beauty by Design is getting their
name out there. Even if the advertisements don’t bring in as many people as hoped, more
people will be familiar with the company. The salon will know if this campaign is working
by noticing if numbers are increasing throughout the salon. With the community having a
better awareness of the company and what it offers, Beauty by Design will grow as a
whole. We are hoping that Beauty by Design will gather a higher gross income after this
campaign is finished. This campaign is budget friendly, has a wide variety, and offers
many different ways for consumers to get involved. We are going to observe the revenue
to be sure of Beauty by Design meeting these objectives.
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X. BIBLIOGRAPHY
Jenkins, Bob, Mr. "[email protected]." 23 Oct. 2014. E-mail.
Website
"Beauty Industry Analysis 2014 - Cost & Trends." Beauty Industry Analysis 2014 - Cost & Trends. Franchise Help, 2014. Web. 7 Oct. 2014.
Evans, Rebecca, Mrs. "Indianola, Iowa." (IA 50125) Profile: Population, Maps, Real Estate, Averages, Homes, Statistics, Relocation, Travel, Jobs, Hospitals, Schools, Crime, Moving, Houses, News, Sex Offenders. Onboard Informatics, 2014. Web. 11 Nov. 2014.
Interview
Breeden, Sarah. "Beauty by Design." Telephone interview. 10 Oct. 2014.
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