© Anastasia Barbashina 2024
Case
Rebranding of a Moscow region beauty salon that increased the average check and raised sales
Strategy for services catalog expansion, supplement business opening, and personal brand development
Sphere:
beauty salon, beauty industry (small business)
Business model:
B2C
Work period:
3 months (1st month - work on the strategy; 2 months - consultations 2 times a month)
Goal:
to change the beauty salon positioning to increase revenue and attract new customers
The client is a beauty salon owner in the Moscow region with 15 years of experience in the beauty industry. She came with a request to change its positioning due to a rise in the range of services. She wants to increase sales and start attracting customers not only through word of mouth
Client's pains identified during the consultation:
No business growth
A desire to change the beauty salon positioning
No understanding of how to promote a new range of services
A lack of knowledge on how to promote business online
The tasks set and types of work done
Based on the client's requests, I have offered the following package of services:
- Work on online brand promotion
Together with a beauty salon owner, we drew up a detailed list of tasks for a successful operation:
01
To create a new name
02
To prescribe potential clients' portraits, based on which we will form an offer for creatives in social networks and newsletters
03
To generate the cost of new and review the cost of current salon services
04
To create a promotion strategy and design channels on Instagram and Telegram
05
To develop a plan to retain and expand the customer base
06
To create a loyalty and bonus program for salon visitors
In this project, we worked in stages: in the format of a Marketing Strategy and Consultations after launch to track the result and finalize the strategy if necessary:
- Collecting the necessary information (120 minutes of phone call with the client)
- Naming creation (12 hours)
Result:
The client received 6 naming options from which she selected the more liked one (Dolmatova Beauty Hub)
- We have worked on pricing
- We have formed a list of services
- We have integrated add-on services
- We have compiled a list of recommendations on ways to earn extra money through the salon
We have developed a strong offer based on the analysis of competitors and potential target audience
Result:
Clients know why they should choose Dolmatova Beauty Hub salon
Result:
Clients know why they should choose Dolmatova Beauty Hub salon
- We have identified the target audience and its needs, which helped us to make future advertising creatives, content for social networks, and newsletters for customers
- We have outlined a plan to attract new and retain old customers
- We have compiled step-by-step instructions for several months of work
- We have worked with the current customer base and set up regular notifications about salon news
- We have developed a loyalty system and a system of seasonal discounts
- Packing of social networks
- We have developed a strategy to attract new customers
- We have created a further development plan: to reform the salon into a beauty coworking, which we will promote through the personal brand of the founder
Result:
We worked on her personal brand and drew up recommendations for its development
The result of the work
The main digital indicators that show the quality of work done:
6 options
of naming created for the client's salon
30%
the growth of monthly profit in the salon occurred after the carried out work
75 posts
with useful information and creatives on the Telegram channel
160+
subscribers on Instagram who regularly look through the salon content
We also came to the following results:
- We have redesigned the approach to working with clients and formed a package of services that is in demand and brings additional income to the business
- By creating accounts on social networks, not only has the number of Dolmatova Beauty Hub customers increased, but sales through new channels have also enlarged
As a result of the joint work, the client received an 11-page marketing strategy and recommendations for further company development
During our cooperation with the owner of the Dolmatova Beauty Hub salon, we developed a marketing strategy and a business promotion plan that allowed us to increase the awareness of this project in the Moscow region and Moscow, attract new target customers, and increase sales. A pleasant bonus was my client's desire to try to transform the salon into a beauty coworking in the future, which will prove itself and attract masters and specialists of the beauty industry through the well-developed personal brand of the founder, as well as the successful experience of running a beauty studio business.
Anastasia Barbashina
Interesting facts about the project
Client's review
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©Anastasia Barbashina 2024