Marketing Plan: Touché Beauty Salon
Andrea Vasquez
Overview 🔎
The plan identifies the target market, the value proposition of the brand or the product, the campaigns to be initiated, and the metrics to be used to assess the effectiveness of marketing initiatives.
Problem & Solution 🤝
Although Touché has quality service and creativity, there are areas for improvement to complement the customer experience.
Goals/Requirements:
- Improve customer service by integrating staff or through a chatbot
- Provide after-sale service
- Integrate new services into the portfolio
Process 🛣
The client recognizes Touché through their social networks, a possible problem is that there is not enough diffusion of the services or a Community Manager.
The second step is for the client to schedule their appointment, so one problem is that they take a long time to answer the messages.
The third step in the Customer Journey is when the client arrives at the salon, a problem is the lack of staff training and the salon being remodeled.
The fourth step is that the client pays for the service, the problem is that some clients perceive that the services are very expensive and the salon does not accept payment with cards.
Finally, it is the recommendation of the client (word of mouth) that the problem is that the business does not have 100% retention.
Results 🎁
Now that the problems of the process are established, the strategies are
- Product development
- Offensive Strategies
- Ensuring attractive customer service
- Communication: AIDA Model
- Post-sale communication
KPIs
Average ticket, total monthly sales, monthly service sales, product sales, CAC, Engagement, messages, calls, and ROI.
Takeaways 📣
The different tools and models allowed a correct and objective analysis of the brand in order to provide strategies based on updated, timely and relevant information for proper decision-making.
👀View the whole marketing plan by clicking down below!
2021
