SMRT Assignment 1 (Post #2)
In the hair care sector of the beauty industry the major players are the large brand names such as Goldwell, Joico, Loreal, etc,, companies that are global in scope, have large advertising and marketing budgets and produce slick, high quality promotional material. For example, the company Goldwell is based in Germany
As of Friday, January 20th at 4 pm this video (Color Zoom 2011) has received 11,013 views, 4 likes, 1 dislike (not me–I really think it is catchy). As you can see the production values are extremely high.
This video was uploaded on January 3, 2012. To date (as of Sunday, January 22) there have been 1,086 views.
“As seen on the catwalks of London, Paris, New York, Berlin and Milan, this year’s fashion is all about the joy for life! Think nature in its most expressive shapes and colours. Fascinated and inspired by the surreal beauty of nature, the International Color Zoom Creative Team has translated the natural magnificence of colours and shapes into fashionable trend colours and styles. The beautiful result? The Color Zoom ’12 FasciNature Collection – looks with enormous visual intensity, vibrant colours and expressive cuts.” (Godwell Color Zoom 2012, http://www.youtube.com/watch?v=cBi7YZJYt84)
The smaller players are the franchises (large and small), and single or multi-owned salons.
For example, First Choice, is a franchise chain throughout the U.S. and eastern Canada. FirstChoice engages in social media primarily trough Facebook and Twitter and are now running a contest to win a trip to New York (they do advertise heavily on television and in the print media). Strangely, on checking their tweets I found the following (current as of 3:50 on Friday, January 20); following 4; 152 followers, and 5 listed @FirstChoiceHair.
The FirstChoice Facebook page is more robust with (as of 3:55 on Friday, January 20th) with 1,643 likes and 54 talking about it. The majority of the Facebook posts are related to product although there is some two-way conversation but it mostly appears to be with salon staff.
Keeping in mind the examples of Goldwell (poduct) and FirstChoice (franchis chain) we are zeroing in on a much smaller, local HamiltonBrantford based chain of salons, HairCrafters and will examine its social media presence, how it is working, how it can be improved, the target audiences, and how they can be enlarged.
Allyson, you’ve put a lot of detail and effort into your blog. I like the use of video clips and your poll. I’m curious how you have the email blast or web hits statistics for this organization. Do you have internal sources?
Yes, they are a client and I have their approval to use as a test case.