Beauty by Design Advertising Campaign



Beauty by Design Advertising CampaignIntroduction to MarketingIndianola High School1304 E. First Street Indianola, IA 50125Abbi Sudbrock & Madison KoonceTable of ContentsExecutive Summary1Description2-3Objectives of Campaign4Identification of Target Markets Primary Markets4 Secondary Markets5Advertising Media necessary for Campaign Twitter5-6 Direct Mail6 Radio6-7 Indianola Community School7-8 Drawings8Advertising Schedule9Promotion Schedule10Budget11Statement of Benefits to the Client/Advertiser12Bibliography13I. 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 ObjectivePrimary ObjectivesIncrease Beauty by Design’s revenue by 5%Increase returning clientele by 75 peopleIncrease each stylist’s revenue by 3%Increase stylist knowledge of trendsTarget MarketsPrimary Target MarketWomenAges 16-50Earns average household income Individuals who enjoy being pamperedIndividuals who care about their appearancePeople in the Indianola surrounding areaSecondary Target MarketMenAges 25-40Earns average household incomeIndividuals who enjoy a clean appearanceIndividuals who look for a quick cutPeople in Indianola surrounding areaForms 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. II. DESCRIPTIONDescription of Business:5201920303530Beauty 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. “Our goal is to incorporate a relaxing environment into our salon while maintaining low prices with high quality products”-Sarah Breeden, OwnerAbout 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 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. ServicePriceHaircuts$15.00 - 25.00Color/Highlight$45.00 - 100.00Body Waxing$10.00 - 15.00Hair Products$5.00 - 40.00Clothing/Accessories$30.00 - 90.00III. OBJECTIVE(S) OF THE CAMPAIGN Increase Beauty by Design’s revenue by 5%Increase returning clientele by 75 peopleIncrease each stylist’s revenue by 3%Increase stylist knowledge of trendsWe 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 PRIMARY MARKETDemographicWomenAge 16 - 50 yearsIncome range of $30,000 - $60,000PsychographicIndividuals who enjoy being pamperedIndividuals who care about their appearanceIndividuals who look for a relaxed salon environment GeographicIndianola, IASECONDARY MARKETDemographicMenAges 25 - 40 years Income range of $30,000 - $60,000PsychographicIndividuals who enjoy having a clean appearanceIndividuals who the atmosphere of a salonIndividuals who look for a quick cutGeographicDes Moines, IowaV. LIST OF ADVERTISING MEDIA SELECTION NECESSARY FOR THE CAMPAIGNAdvertisementsTwitter:338264529660853382645733425??? 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:3714750458470??? 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 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!”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. Sales PromotionsIndianola 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 4605655697865anything 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:42729151106170Beauty 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 PLANNEDNovemberDecemberTwitterCreate a free Twitter accountSend out first tweet about new productsApproximately send 12 tweetsSend tweet about Thanksgiving contest“Tweet us your best Thanksgiving hairstyle”Send out 12 tweetsTweet advertise new merchandiseTweet about Christmas contest“Tweet us your favorite holiday hair color”Direct MailCreate design for postcardCreate a mailing listSend design to be created into postcardBuy postage ($1,200)RadioContact KGGO Schedule when radio advertisement will airCreate jingle for radio adDetermine what needs to be stated in advertisementJanuaryFebruaryTwitterSend out 12 tweetsTweet about new hairstyle trendsSend out 12 tweetsTweet about stylist achievementsTweet about Valentine’s Day contest“Show us your favorite hairstyle for date night on Valentine’s Day”Direct MailPay for postcards ($245)Send out first round of direct mail to existing customersSend out second round of direct mail to existing customersCreate a new mailing list of non-existing clientsRadioPay for radio ad ($109 for every time aired)Have advertisement played 2 times a dayGo one month without airing radio ad in order to keep costs lowVII. SCHEDULES OF ALL SALES PROMOTION ACTIVITIES PLANNED NovemberDecemberIndianola SchoolsSelect a specific sporting event Get in contact with coachSponsor football team by paying $25 for every touchdownBecome a company that offers discounts on Indianola Gold CardDrawingsInform clients about upcoming contests in storePost first giveaway on FacebookShare, like, and comment on the post to be entered to win free haircutBegin first drawing in store to win a basket of new productsJanuaryFebruaryIndianola SchoolsSponsor basketball team by paying to have basketball posters created ($150)Keep in contact with sporting teams to help with extra costs DrawingsAnnounce winners from Facebook and in store giveawaysCreate a new giveaway in store, 20% off next purchaseAnnounce last month’s drawing winnerCreate a new Facebook drawingVIII. BUDGET Form of Advertisement:Description:Cost:TwitterTweets Informing about new products/company informationFreeRadio30 second advertisement Two times a day$109.00 - ?one time$218.00 - the whole dayDirect Mail2,500 postcardsPostageMailing list??? $245.00 - postcards$1,200.00 - postageIndianola Community SchoolsCompany on gold cardFootball game sponsorBasketball team sponsor$25.00 - ?per touchdown$150.00 - postersDrawingsGiveawaysDrawingsGain new clientsPrices vary based on giveawayTotal CostAll of the aboveAround $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 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.X. BIBLIOGRAPHYEmailJenkins, Bob, Mr. "Bob.jenkins@." 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.InterviewBreeden, Sarah. "Beauty by Design." Telephone interview. 10 Oct. 2014. ................
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