From the Owners Perspective
Business owner Tony Nguyen, gave his perspective of the business issues in an initial client interview. I wanted to know how he felt about the business, judging over the past year. “Business is slow, but it is slow everywhere” (Nguyen, 2017). Nguyen expressed how he felt the economy had a lot to do with why the salon was not retaining customers. When asked about the salon image, Nguyen saw no issue with the quality of care or service the business was providing. After being in the field for over 25 years, he shared that he was sure on what his business issues were. He also shared that it is hard to keep technicians in the salon due to low prices.
According to Locality.com, Top Nails is a nail salon that was promoted as being the “cheapest”. They were ranked a 7.0 on a 1-10 scale. The featured information on the nail salon specifically detailed salon prices. Top Nails did not have an official website, but there were two domains found where clients shared views and one could gain concrete information such as operation hours and revenue reports. On the Facebook page, Top Nails was ranked as a 5 star salon by 3 user reports. The Facebook pages showcased all positive feedback from a majority of African American women who reported to live or be from Savannah, Georgia. Students of Savannah State University seemed to be unsatisfied with their services from the salon. One user posted “What’s a good nail salon near campus because Top Nails across the street is definitely not it” (Baby D, 2016). Also posted on twitter one user shared that Top Nails was okay. “Get the man to do them, everybody else is trash.” (JuJu, 2016) in reference to business owner Tony. According to a simple google search, 6 users had ranked Top Nails giving the salon an average score of 2.8 out of 5 stars. All of the social media usage and advertisement done online was majority customers sharing their experience. The Facebook page that shared the best light of the salon, featured no original posts from the salon itself.
Style and Beauty blogger Kristin Booker shares what many women look for in a home nail salon. She pointed out how being able to book a salon appointment is very essential, especially for customers on a busy schedule. Nail salon expert Adair Ilyinsky, reported in the blog how booking was important along with being able to cancel appointments. “At Tenoverten we ask that you give us a call as soon as you know that your plans have changed so that we can fill the spot and the technicians don’t lose out”(Ilyinsky, 2015, p. 1). In relation, Top Nails salon owner discussed issues with clients loading in at one time and not having technicians to take care of everyone’s needs at that time.
In order to gain a more clear understanding of the target audience for Top Nails, primary research was conducted in the form of a survey. The survey was designed to gain information of client wants and needs, client opinions, and client financial terms in relation to money spent at the salon. With information from the survey, one was able to create goals and objectives for the campaign along with advertising deliverables.
The sample selection used was a non-random, snowball survey. Participants were chosen based on demographics sex and age. Some of the participants were specifically college students, while some were specifically nail technicians and women who lived in close proximity to the salon.
In order to achieve reliable results, 15 questions were given to 27 participants regarding their opinions and knowledge of Top Nails salon, along with needs regarding nail care. The survey collected demographics sex, some financial background, and home zip code. This information was used to gain information based on specific audiences. Data was collected using Google Forms excel sheet and paper survey format. All results were then manually put into Google Forms statistics software where statistics were computed from the original survey results.
A consent form was presented and signed that explained the survey's purpose and that all information collected from the survey was confidential. It also explained participants could decline from completing the survey at any time, if they chose to.
Shown in Figure 1: When examining the survey results, data showed that 66.7 percent of target audience was aware of Top Nails nail salon, 29.6 percent were not aware, and the remaining 3.7 were unsure of their familiarity.
Shown in Figure 2: When asked which words participants associated with Top Nails, 41.7 percent agreed that “friendly” was their top word association. 33.3 percent of the audience responded Top Nails was “professional”. 29.2 percent reported that the salon was “dirty”. According to the data this tells majority of customers agree Top Nails has a friendly professional image. Their strongest negative withdrawal deals with the cleanliness of the salon.
Shown in Figure 3: When asked “Does your current financial situation allow you to use professional nail care as much as you would like to?” 44.4 percent reported yes, 40.7 percent reported no, and 14.8 percent reported maybe. This shows some truth to the owner’s assumptions that his clientele does not currently have the financial stability to visit the salon, but majority of the target market does
The campaign goal is to re-establish a nail salon that appeals to its audience by correcting negative connotations clients have made with the salon, but to also build on the positives which will allow honest advertisement of the brand image of Top Nails nail salon.
Women and Savannah State University young women who live within a 10 mile radius of Top Nails nail salon.
To decease the percent who view the salon as dirty by 5% by March 5th, 2017.
To increase the overall opinions of the salon from a grade average of 3 to 4 or above by the end of the campaign.
To increase the amount of customers who use a scheduling system to book visits by 8% by March 30th, 2017.
Professional meets affordable at the new and improved Top Nails.
Channels and Strategies
The strategy was to effectively deliver the brand message to target audiences through media and non-media channels and in return retain business by living up to the key messages.
1. Website Ad
2. Electronic Newsletter
3. Fact Sheet
4. Online Scheduling Tool
6. Door Hanger
8. Business Card