Connery’s barber SHOP PR campaign By Amy Chappell
contents Company Bio -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐Page 3 Situa4onal Analysis-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐Page 4 SWOT Analysis-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐Page 5 Compe4tor Analysis-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐Page 6 Research-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐Page 7 Objec4ves-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐Page 8 Primary Publics-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐Page 9 Secondary Publics-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐Page 10 Strategies-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐Page 11 Tac4cs-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐Page 12-‐14 Media Outlets-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐Page 15 Timescale-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐Page 16 Evalua4on-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐Page 17-‐19 Review -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐Page 20 Appendices -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ Page 21-‐40 Press Releases -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐Page 41-‐44
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Company Bio Connery’s Barbershop for the dis4nguished gentleman is an independent business which opened on December 12th 2013. The company specializes in tradi4onal vintage skin shaves and haircuTng for men, offering high quality services, different ‘mainstream’ barbers. The company is owned by Lee Normansell, who set up the business as he had a keen interest in old-‐fashioned barbering. He felt Southampton was missing a barbershop with personality and style so created the business that whisked men back to the trendy 1950s. Connery’s feel it is important that the customer is fully sa4sfied with the results by providing the finest treatments.
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Situational Analysis From interviewing Lee, Connery’s typical customer ranges from 24 to 50 years. As their prices are higher than others, their customers are well paid professionals who have good disposable income. They rely on customers to acknowledge that the prices displayed are higher than average, as they pride themselves on excellent service that is worth the money. Connery’s feel it is important to grab the a_en4on of students as well as the business community. They have been able to do this by offering half price discount for students on Tuesdays which has been successful for gaining loyalty. The loca4on of the barbershop is slightly problema4c as they are directly centered in a largely student area and cost wise is a problem as students search for the cheapest prices. However if they were dis4nguished correctly, they could reach a wealthier market. 4
SWOT!Analysis!for!Connery’s! Barbershop! Strengths! Employees!are!well!trained!and!skillful! Strong!visual!interior!in!store!–!welcoming!and!well!themed.! Good!location!–!Highly!populated!student!area.! Products!used!are!all!from!high!street!–!customers!can!buy! them!and!gain!tips.! Only!barber!store!around!Carlton!Place!area!offering! traditional!barbering.(great!service)! Full!treatments!–!Get!your!moneys!worth.!! Promotional!offers!–!Student!discount,!half!price!on! Tuesdays! Offer!gift!vouchers! Complimentary!drink!and!shoe!shine!with!every!cut! Active!on!Facebook!–!210!likes,!regular!feedback!from! customers,!4K5!star!rating.!
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Opportunities! Involvement!in!vintage!fairs/wedding!fairs!–!gain! more!business!and!awareness! Create!more!package!deals!! Create!product!range!for!the!brand!! Sell!hair!and!beard!kits!in!store!! Owner!involved!in!music!business!–!combine!this!to! gain!more!followers! Offer!other!treatments!that!other!barber!shops!do!not! do!in!the!area!–!look!at!various!London!stores!! ! !
Weaknesses!! No!Website! Weak!Social!networking!–!Instagram,!twitter! No!professional!photos!or!brochure!for!store.! High!pricing!–!disadvantage!in!student!location.! Very!close!to!many!other!barbers!in!the!same!area.! No!products!sold!in!store!–!less!money!take!in.! Not!a!steady!flow!of!business!daily.! New!business!–!less!established!(weak!presence)! Business!aimed!for!gentlemen!–!limited!in!such!a!heavily! populated!student!area.!
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Threats! Brand!new!business!–!struggle!to!gain!customers!if! not!successful.! Small!number!of!loyal!customers.! People!are!traditional!–!tend!to!stick!to!where!they! know!best.! A!lot!of!competition!in!the!same!area.! High!prices!–!main!customers!are!students.! Vintage!themed!–!only!certain!men!will!be! interested!and!that’s!their!target.! Weather!conditions!affect!customers!visiting!–!less! likely!during!bad!weather.!
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Competitor Analysis From analyzing the loca4on of Connery’s barbershop, it’s main compe4tors have been iden4fied.
The Barbershop
• Small barbers offering quick service. • Target Student market – low prices • Lacks style and exterior is una_rac4ve.
Crew Barbers • • • • •
Located close to Connery’s. Promo4onal offers – half price cuts before half 10 Mon-‐Fri. Appealing posters and eye catching sign outside. Lacks loyal customers. No ac4vity on Social media.
Equinox • Similar to Connery’s – quality, style and prices. • Offers extra services – male beauty treatments. • Strong online presence – Look book and website. • Lack a rela4onship with student market.
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research From researching Connery’s online, the company has limited online presence. Many of the links to the barbers do not accurately represent their persona and fail to present informa4ve content rela4ng to them. They currently provide a Facebook, Twi_er and Instagram to communicate with customers. Their ac4vity on twi_er and Instagram is weak as they focus their promo4onal offers and updates via Facebook. Most of their bookings come from Facebook through email which is important as social networking has become a main source of communica4on for companies. A huge problem they have connec4ng to their customers is they have no official website, affec4ng the amount of business they gain. Most customers look directly for a website to access contact informa4on about shops. It also benefits a company as it emphasizes professionalism.
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objectives • Build brand awareness and develop a stronger presence of the company in Southampton, increasing clientele by 10% in order to increase profits. • To obtain ac4vity on Facebook and add to it by increasing traffic towards other media pladorms by 25%. • Expand their online presence by crea4ng more ways of connec4ng with their customers. • Differen4ate themselves from other barbers in the same area and make customers aware of the quality treatment and full experience of their treatments to cut out all compe44on.
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primary Publics Students • Students generally do not have a substan4al amount of income and are persuaded to buy through discounts and promo4onal offers. • Young men are more concerned with looking afer themselves and as a result are spending more money. • The students are men aged 18-‐22 • Drawn to media outlets such as magazines, a_rac4ve flyers and local events. Businessmen • Connery’s shop loca4on is surrounded by law firms. • With a good disposable income businessmen are more interested in receiving a be_er service and worry less about money as they have more to spend. • The age is 25 – 50 year olds • Media outlets – local newspapers and magazines and radio adver4sing.
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SECONDARY PUBLICS Men over 50 • Men of 50+ may be interested in there authen4c use of old fashioned barbering and willing to pay more for a be_er service. Gi= Givers • Interested in purchasing a gif for a special occasion. • People are willing to pay more to give the receiver a good quality service and exci4ng experience. Wedding planners • Connery’s is looking to expand by offering stag packages and aim at vintage weddings. • This is aimed at men aged between 25-‐35 as that is the age men are likely to get married. • Media outlets -‐ wedding magazines and vintage and wedding fairs.
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strategies Increase brand awareness by: -‐ Crea4ng a diverse package that will set them apart from other barbershops in the area. Build rela4onships by: -‐ Planning events that connect the company with other local businesses that benefit both and obtain posi4ve reac4ons about Connery’s. Enhance Media Outreach by: -‐ Educate target audience on the style and quality of the business through unique crea4ve format -‐ Create a press package that reaches out to various media outlets -‐ Increase Social Networking pladorms to allow be_er communica4on with target audience.
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tactics Pop up shop at SU Market To target the student market, Connery’s is taking part in Solent university’s SU Market. The market is on the 6th May from 10-‐4pm and Connery’s will be holding a pop up shop for customers to get a haircut for the discounted rate of £10. Also exclusive fob keys will be handed out to all students allowing them to gain a £9.50 discounted haircut at Connery's any4me, providing an incen4ve for students to return. As the event is targeted at the student market, a Facebook event will be created to make the public aware of the pop up shop and allow Connery’s to observe the number of people a_ending. It will also provide an alterna4ve way for students to book appointments for the day by leaving comments on the page. Partnership with local businesses-‐ Music Event In order to establish stronger rela4onships, a music event will be held to enable Connery's to show case their involvement in the local community. This event will be held at Orange rooms club and will include local bands and also haircuts from Connery’s on the night. The event will take place the 13th June and there will be a small entry fee of £5 and a discounted fee of £3 for pre booked 4ckets. They will all include a free drinks voucher as an added incen4ve. By combing music with Connery’s barbering it provides entertainment for consumers and making them aware that Connery’s exists. The event will be promoted via social networking pladorms. Also to enhance social media ac4vity, a twi_er compe44on will run allowing customers to tweet pictures of their experience at the event and in return be in with the chance of winning CD’s and a free £20 gif voucher to spend at Connery’s.
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tactics Development of own Product Range Since the opening of Connery’s barbershop, one of their main goals was to launch their own range of products to sell in store as they want to offer customers an alterna4ve to over priced products sold in other stores. This will increase awareness of the brand and encourage customers to visit to buy products, especially gif givers. The products will allow the customer to style their hair tradi4onally as seen within the store. The product range will be promoted on Facebook as this is Connery’s most ac4ve source of communica4on. In Store and Online magazine Connery’s main form of communica4on with their customers currently is through Facebook and other social media pladorms. For Connery’s to reach out to other target publics such as business men, other tac4cal forms of communica4on with customers would be beneficial, in this case their very own magazine. This will highlight the class and style of Connery’s barbershop and allow them to provide a more stylish way for customers to become acquainted with the brand. The magazine will include a in store photo shoot, an interview with a stylist and up and coming events. It will be available in store and also online. To measure the magazine’s success, the posi4ve feedback it receives online will be monitored and also the demand received for the magazine in store. 13
tactics Stag Package Connery’s have always been interested in becoming involved in styling for vintage fairs and wedding par4es. As the company are looking to expand to this area, an idea that was suggested would be to create a stag party package for gentlemen. This would include the full works and a complimentary drink for all par4cipants for £30 per person. The package will be promoted by flyers around the town but also in order to target the right audiences, various wedding magazines will be contacted about this exclusive deal. This tac4c will be measured by the increase in stag bookings and also through responses from the various magazine companies of which were no4fied about the package. Connery’s official website Connery’s has gained a substan4al amount of loyal customers through their social media sites. However they are hard to find and currently lack accessible informa4on. Another tac4c to boost brand awareness would be to create an official website that customers can easily access essen4al informa4on about the company. This will enable older customers to find the company as they may not use social networking and prefer searching a website as it is more straight forward.
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Media outlets Facebook
Voice FM – business men Twi_er
Social Media
Radio
Radio Sonar-‐ Students
Your Hampshire and Dorset Wedding Radio Solent
Dream Weddings
You and Your Wedding
Media Outlets
Bridal/Wedding Magazines
Plan your Perfect Wedding
Newspaper ISSUE
Solent Life
The Daily Echo-‐ Business men
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timescale February 14 – March 14 April 2014 – May 2014 June 2014 – July 2014
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Arrange a 4me with Connery’s to shoot magazine photos and interviews. Book a pop up shop for the next SU market. Start upda4ng social media pladorms and create online website. Organize details for the Stag party package. Contact local businesses around area to arrange an event e.g clubs/bars Create designs for in store products.
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Do photo shoot at Connery’s and create magazine. Upload magazine online and print for store. Make the website interac4ve Promote SU Market event – design fob key, flyers, Facebook event, emails to radio and magazines. Have the pop up shop at the SU market. Arrange a date for music event and create flyers and 4ckets. Send emails out to various wedding/bridal magazines about Stag Package. Promote new product range on Facebook.
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Hold music event at Orange rooms club/bar Measure the success of the event. Announce winner of twi_er compe44on. Measure the amount of products sold in store. Measure the amount of new clientele in store. Measure success of Stag Package so far. 16
evaluation Pop Up Shop at SU Market The pop up shop event is being held on the 6th May and due to this it is difficult to evaluate as it has not taken place yet. However the event has been promoted via a Facebook event and announced through Connery’s twi_er allowing for an alterna4ve way to measure site ac4vity. Currently, 35 people are a_ending the event out of a possible 289 invites. Considering this event is only small this amount of people is successful already and signifies the student majority are embracing the company’s offers. Currently there are no responses via twi_er, emphasizing there twi_er is weak. On the day we will measure the amount of customers the stall has and the number of fob keys handed out then we can successfully analyze whether the event has increased their brand recogni4on. Partnership with Local Businesses – Music Event As this event is being held in June it is too early to promote and planning is s4ll in progress currently. However by planning the event thoroughly, this already places Connery's in a be_er posi4on with regards to building rela4onships with other businesses. Once the event has taken place it will be measured by the amount of clientele Connery’s gain and also by how many people buy 4ckets for the event as that would specify how many people are now aware of the Connery’s brand.
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evaluation Development of new product range The launch of Connery’s own Product range has been very successful, with the first order of stock being sold out completely. As the products are in such a high demand, Connery’s have created an order system via their Facebook page or by telephone. By promo4ng the product online it has enhanced the ac4vity on their social media. The crea4on of these products are significant in increasing the awareness of the brand as it makes them appear more serious as a company.
Online and In store Magazine By placing the magazine online, it has gained a fair amount of coverage. It has received 54 views from the public and its ac4vity on Facebook has been steady too. Also we placed one copy in store to see how the public would react to it and we have had feed back from 5 customers demanding more copies to be available. Connery’s are now looking to increase the amount of copies for customers, expanding current understanding of the brand.
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evaluation Stag Package Connery’s have already received one booking for a stag party of five men. Their was a posi4ve response from a couple of the bridal magazines and we are now working with Plan your Perfect Wedding to organize an adver4sement to appear in the next issue of their magazine. The stag package can be measured as a success so far for the company as it has increased clientele and reached a wider and more specific audience through the various wedding magazines. Official Website It is difficult to measure the success of the official Connery’s website as we can not predict the amount of ac4vity it has gained. However by crea4ng the website it has developed their online presence and increased the mul4ple ways in which customers can connect with the company.
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review As some of the tac4cs are yet to be pursued, it is difficult for the PR Campaign to be completely evaluated. When looking at the objec4ves of the campaign it is clear that due to more interac4on on the Facebook page from the SU event and Online magazine, the brands awareness with their publics has become more dis4nct. By the introduc4on of a new stag package deal the company have already gained new customers with one stag party booked. With the planning of events, the company has built rela4onships with local businesses and s4mulated more ac4vity on social media, although it seems that most of the ac4vity is on Facebook than others which poten4ally needs to be improved further. Their online presence and the crea4on of an online magazine has helped new customers locate the brand efficiently. Their last objec4ve was to differen4ate themselves from other barbers and make customers more aware of the overall experience which has been demonstrated strongly through the stylish design of the magazine and website. If Connery’s con4nue to create successful incen4ves for their target markets, their clientele will increase and their loyal customer base.
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appendix Stag package poster
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appendix SU Pop Up Shop – Facebook event
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Appendix Pop up Shop event at SU market – Poster Design
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Appendix Pop up shop at Solent Su Market-‐ Fob key design
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Appendix SU event – interacRon with Solent life magazine
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Appendix SU event -‐ Daily Echo Newspaper
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Appendix SU Event – Voice FM
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appendix New product range
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appendix
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Appendix Partnerships with local businesses – Orange rooms event flyer design
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Appendix Orange rooms event-‐ Ticket design
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Appendix Orange rooms event-‐ TwiVer compeRRon flyer design
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appendix Stag Package – interacRon with bridal/wedding magazines – Your Hampshire and Dorset Wedding Magazine
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appendix Stag Package – Dream Weddings magazine
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appendix Stag Package – Plan your Perfect Wedding Magazine
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appendix Stag Package-‐ you and Your Wedding
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appendix Connery’s online and in store Magazine h_p://www.scribd.com/doc/ 219820574/Connery-‐s-‐ Barbershop-‐Magazine
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appendix Official Website
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appendix
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appendix
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pRESS RELEASE 1
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Supporting Material
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Press release 2
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Supporting material
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