Building Bridges to a Better Business An Advertising Campaign to Help Bridge the Gap Between Top Nails and it's Customers.

CAMPAIGN OVERVIEW

My senior project is an advertising campaign that seeks to examine business tactics to better build the image of Top Nails nail salon in Savannah, Georgia. From observation, I came to understand that Top Nails salon was not achieving customer satisfaction. This was not because of their inability to fulfill client desires, but from their misunderstanding of what it is the customer actually needs.

BACKGROUND RESEARCH

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.

The Facts

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.

METHOD

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.

Participants

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.

Procedure

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.

Ethical Considerations

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.

Original blank survey

Findings

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.

Figure 1

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.

Figure 2

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

Figure 3

PLAN

Campaign Goal

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.

Target Audience

Women and Savannah State University young women who live within a 10 mile radius of Top Nails nail salon.

Objectives

Objective 1

To decease the percent who view the salon as dirty by 5% by March 5th, 2017.

Objective 2

To increase the overall opinions of the salon from a grade average of 3 to 4 or above by the end of the campaign.

Objective 3

To increase the amount of customers who use a scheduling system to book visits by 8% by March 30th, 2017.

Key Messages

 Clean Salon

 Affordable Price

 Friendly Service

 Professional Care

Key Themes

 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.

Media Channels

1. Website Ad

2. Electronic Newsletter

3. Fact Sheet

4. Online Scheduling Tool

Non-Media

5. Brochure

6. Door Hanger

7. Poster

8. Business Card

IMPLEMENTATION

Web Advertisement

Newsletter

Fact Sheet

Scheduling System (Setmore)

Brochure

Door Hanger

Front Door Hanger
Back Door Hanger

Poster

Business Card

Back

Informational Table

Ground Advertising Door Hangers

In Store Poster Advertisement

CAMPAIGN EVALUATION

The campaign was evaluated using three forms of evaluation. Two summative evaluations which measured before and after comparisons. And one formative which analyzed the campaign overall and lessons learned for future reference.

Goals and Objectives

The campaign’s goal was to establish Top Nails as a clean and professional nail salon. Under that, 3 objectives were originally set based upon survey research results. The first objective was to decrease the number of clients that perceive the salon as dirty by 5% by the end of the campaign. The original perception of a dirty salon was 33.3%. The second objective was to obtain a grade average of 4 or above when it comes to overall opinions of the salon by the end of the campaign. The original grade average was a 3. The third objective was removed from the campaign. It was originally to increase the amount of people who use scheduling systems to book salon visits by 8% by the end of the campaign.

Evaluation Method

After implementing the campaigns deliverables, to gain insight on if any change had occurred I used the same research method used in the original study. The purpose of this survey was to measure what percentage of change had occurred under the same guidelines as the original.

Participants

The sample selection used was a non-random, snowball survey. Participants were specifically college women who had visited the events table during implementation.

Procedures

In order to achieve reliable results, a 10 question survey was given to 13 participants regarding their personal opinions, knowledge of Top Nails in general, and knowledge of Top Nails advertising in particular. This information was used to measure the impact of the implementation tactics.

Findings

When producing the survey, certain questions dealt more closely with the campaigns objectives. For example, in light of the first objective, the survey asked which words participants associated with the salon. Shown in Figure 1, zero percent from the target audience examined felt that the salon was dirty. In the original survey, “friendly” was the word most associated with the salon by 33.3%. After implementation “professional” topped the list with 88.9% followed by “friendly” and “clean” both at 55.6%. This demonstrates that the campaign’s message “professional meet affordable at Top Nails”, was effectively accepted by the audience.

Word Association

In light of the second objective, the campaign wanted to increase the overall grade average of the salon from a 3 to a 4 or 5 at the maximum. The survey asked for an overall opinion of Top Nails; 1 being least approved of and 5 most approved of. After implementation shown in Figure 2, 46.2% graded the salon a 4 followed by 38.5% graded at a 3.

Grade Average

When asked about familiarity, 76.9% expressed that they were familiar with Top Nails. 61.5% attested to seeing Top Nails advertising, while 30.8% said they had not been exposed to any advertising materials. 7.7% of the participants were unsure when it came to advertisement exposure.

In the section of the survey dealing with affordability of Top Nails. 39.5% agreed that on average they would pay $25 for a full set. That was followed by 15.4% who would pay $30. In efforts to be most affordable for their target market at Top Nails, their standard full set price is $23. In efforts to reach the college audience, they offer student discounts that 63.6% of the survey participants said they were aware of. 27.3% were not.

With 55.6% of the participants reporting that they viewed Top Nails as a friendly business, it was important to understand how essential this characteristic was to their customers. 84.6% reported that they liked to have a friendly/family relationship with their nail technician.

Other Summative Research

In addition to the survey research, I organized a self-evaluation chart for the business owner. The chart measured the areas of success within the business from the owner’s point of view after the campaign study. On a scale of 1-5, (1 being strongly disagree, 2 disagree, 3 neither disagree nor agree, 4 agree, and 5 strongly agree) the business owner was to rate statements listed on the chart. My client charted that he agreed he was satisfies with the place of his salon. In the initial interviews he made points that he was unhappy with the salon due to slow business. He also expressed that he did not have enough technicians available for a busier salon. During the campaign he hired two additional technicians and he expressed in the evaluation he agreed he had enough help with the salon. During the campaign, I had some issues agreeing with the owner on certain advertising materials and how to promote the salon. He expressed he is still not sure that it s necessary to advertise his business.

CONCLUSION

Overall the advertising campaign set out to do what its purpose was. It decreased the image of a dirty salon by almost 30%. It also helped build the overall opinions of the salon a 4 average. Even though one objective had to be dropped from the campaign, Tony Nguyen, the salon owner offered to work with me on a regular basis and compensate me for advertising materials.

Limitations

Based on the implementation of objectives 1 and 2, the results showed that the audience gained knowledge and approved of the changes that had been made within the salon. If given more time, I would have implemented all eight deliverables and reached the other half of the target audience. If the salon owner was open to trying new things with his business we could have tested out the scheduling tool and website created. For this campaign study, that seemed to be the biggest obstacle. Many ideas in the initial interviews were accepted, but as time went on the owner was less flexible and willing to change some of his business norms. For this reason, I worked to meet him half way and provide services he felt he needed along with my judgement based upon research.

Formative

If I was given the opportunity to reconstruct this campaign, I would have done more research on how many business found success in using certain avenues to attaining customer satisfaction. With those numbers, I believe it would have been easier to assure my client that he should attempt different business tactics.

Credits:

Created with images by Martin L H - "bridge" • Josch13 - "red rose rose rose bloom"

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