Hair Bow Marketing Strategy

1238 Words 5 Pages
I composed a marketing plan for The Hair Bow located in Stamford CT for Mary Brown. Mrs. Mary Brown believed her target market was men, women, and children of all ages; however, after a market segmentation, we discovered that her real target market were women from ages 20 to 75. As a retailer in the beauty industry, Mrs. Brown had some concerns that could potentially hindered her business. The concerns were: utilizing new channels to promote the business without increasing her advertising budget. Another concern was getting customers opinions on the service and products she provided for them. In addition, Mrs. Brown was uninformed about how to use the new forms of digital marketing to remain current and relevant to the beauty industry as well …show more content…
Comparing her numbers from 2012 when she had a website to present time 2016, there was a decrease in sales of 15 percent. However, she has a great chance in recovering the loss over time if she obtained a website and continuously promotes her business through advertisement. I expressed that the website needed to be a responsive, able to adjust to all forms of technology, tablets, computer, and smartphones. She agreed that this was something that she needed to fix and she informed me that she was working on a website http://www.hairbow.com/ that is now up and running and asked for my opinion and constructive criticism on any areas that needed to be adjusted. At first glance, I notice that she did listen to my suggestion from the previous marketing plan by Concentrated Targeting. Instead of focusing on everyone; woman, men, children, and other products that she has carries within her store, the website is dedicated to women’s wigs. Mrs. Brown also took my suggestions to link her social media platforms to the website to keep her customers informed and will allow her to interact, develop communications and exchange with her existing and potential customers. After picking buttons for the apps and the color scheme she sent the Digital Media Applications (Instagram, …show more content…
Brown creates a beauty event or expo partnering with the beauty salon next door to bring in more clients and allow other beauty industry retail and salon owners the opportunity to promote product lines, inform women about their stores as well as demos promoting products like wigs and styling tools. I created a proposal to Mrs. Brown and suggested she consider partnering with businesses within a 5-mile radius. After conversing we agreed that partnering with other beauty industry business within the area would be great; however, at the time she isn’t interested in doing so at the present time. I also gave the proposition that Professor Steiz had given to make some promotional literature to give to Norwalk / Stamford Cancer Centers and Mrs. Brown thought it to be a great idea. We then went back to the drawing board and came up with the idea that she could have a traveling Beauty Brunch at the Stamford and Norwalk Hospital located at the cancer centers. Mrs. Brown can incorporate the partnership that she has already established with the neighboring salon to assist her with patients with hair and scalp care as well as wig styling. The cancer patients that participate would be a part of market testing and would be able to test out new wigs and products without the obligation to buy them. Mrs. Brown felt that this should be in an intimate setting of no more than 15 patients at a time. I advised that Mrs. Brown does this event during breast cancer awareness

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