Fantastic Sams

Hilary Jones & Megan Taylor

Brand Objectives:

---Use social media and the internet to bring consumers into Fantastic Sam salons and promote services that go beyond haircuts.

--In order to do this our main objective is Brand Awareness.

--Our biggest challenge is using the internet in a cost effecitve way that will engage our audience.

--Our second challenge is our current economic status where consumers are cutting out “splurges” or “unnecessary” items.

Who are we talking to? --Our primary target audience is women 25-54, and the secondary target is men 25-54.

How do they use the internet?--Our target audience spends 1-3 hours per week on social media sites according to Razorfish Consumer Experience Report-2008

Consumer Social Media Usage Reason for Social Media-28% Twitter -46% Facebook -65.7% stay in touch-41% Tag Clouds -52.1% see what others are doing-52% RSS Feeds -34.1% they help get exposed to new ideas-55% use Widgets -28.7% try new things

Groundswell the idea of people interacting with eachother to get information instead of using traditional correspondance with a company.

Social Technographics Profile

Divided into 6 different categories:-Creators-Critics-Joiners-Collectors-Spectators-Inactives

-We are targeting Joiners because they’re connected via Facebook.

-We also want to engage critics.

Strategy

--Choosing Fantastic Sam’s as a salon for a haircut and other services isn’t just about spending money and pampering yourself, but an investment in yourself.

--This investment will yeild a high ROI.

--We want to emphasize not only physical transfomation of a new haircolor or cut, but provide confidence.

--Confidence is the biggest transformation.

--This strategy was born out of the insight that our audience will be getting haircuts, but may not splurge on extras.

--To create awareness among non-users and seconday audience

--Use current users as a means to communicate with non-users

--Provide promotions on Facebook fan page that will entice them to bring a friend with them on their next salon visit; both of them will enjoy a discount on a certain service.

--This strategy and tactic emerged from:

Tactics --To create awareness of services among users

--We don’t want to alter our audiences habits or cause a lot of disruption

--We know they are on facebook.

--Quizzes have enjoyed an increase in popularity.

--We want to subtly brand quizzes that pertain to FS

--“What does your hair color say about you?”

--“How blond are you?”

--Quizzes will drive traffic to FAcebook fan page where uers will be encourged to join to enjoy promotions.

Measurement Objective: 1- 5 new clients per month/ per salon

--The average salon client visits 6 times per year (client books every six weeks for a haicut)

--Prior Tracking: before Facebook we will use tools like Social Mention which uses a search engine across social media channels to see what kind of presence Fantastic Sam’s has

--We will track fan membership by observing people’s reaction to the quizzes and fan page

In Store:

--before implementation track how many people are coming in for haircuts and track extra services as well--track how many people are bringing in the promotional coupons and how it’s affecting the extra services--track how many people are bringing a friend in from the promotion and if that person continues to use Fantastic Sam’s services

In Store Continued..- New Clients - the average salon only retains 35% of new clients.

-This means that 2 out of 3 new clients that come to a salon for the 1st time do not return

- If an average salon could “keep” 2 out of 3 new clients it could increase its current rate of “new growth” by 100%

Client Retention = number of new clients during a 30 day period whoe return for a 2nd visit within the next 90 days.

Example-

-5 new clients within 30 days, within the next 90 days 2 return that is a 40% total new client retention

Budget- not just using intern for cheap labor/ their demographic understands social media

Conclusion

- Conversations will be monitored beyond Facebook about Fantastic Sam’s by using tools like Social Mention and Google News/Blog Alerts