Digital Marketing Case Study: The Hair Bow

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…
While it was important to link her digital media applications to the website, Mrs. Brown ran into problematic issues that caused her to panic. She needed a strategy to help aid her in what content to post to her forms of social media and when to do so. I suggested that she use Instagram to share product promotions and upcoming sales in picture form and share them with other forms of social media. Sitting with her I was able to link her Facebook and Twitter accounts by going to settings and adding the accounts to her Instagram by putting her username and password. This enabled me to connect the applications and saving her time by allowing her to make one post instead of multiple posts. Now every time she posts something to Hair Bow’s Instagram it will appear on both Twitter and Facebook. We also repeated these steps for Twitter and Facebook. I asked Mrs. Brown what times were most convenient for her to go on her digital media applications and the busiest times in her store. After telling me the information and with the help of Google Analytics, we set a schedule that would tell her when she should post to promote her business. She posts twice a day one in the morning at 9am and another around 2:30 pm when school is out. 3:00pm is the time when there is heavy traffic in the area and busiest in her store. As she has …show more content…
Brown was cooperative and responsive during this marketing plan experiment, she took the suggestions given and applied them to her business. As expected, Mrs. Brown has seen an increase in sales due to her obtaining a website and properly using social media to promote her business. Though it is an excellent idea, at this present time Mrs. Brown expressed that a beauty expo is not in her budget at this present time, nevertheless feels that with proper planning and time that the beauty expo can be a success. Mrs. Brown also is excited for the upcoming spring to promote her first beauty brunch at the Stamford hospital during breast cancer month. I have created a mock flyer