This assignment helped me to address questions in the research process.

1. Name: Josette Borrero
MKT 1414
Secondary Research Project
Source 1
Source Title/Name: How To Build Clientele As A Hairstylist, Barber Or Esthetician: 13
Steps For Success
Source Author: Taru Bhargava
APA format Citation:
BHARGAVA, T. (2020, July 20). How to Build Clientele as a Hairstylist, Barber or Esthetician:
13 Steps for Success. Retrieved December 6, 2020, from [Genbook Learning
Center] ?Lessons to build better business experience website:
https://learn.genbook.com/how-to-build-clientele-spa-salon-barbershop/
Main points (2 or 3 sentences)
This article goes over some of the general steps that work for most service providers in
the cosmetology and barbering industry. It gives different strategies and tactics to help
build a clientele and how a business can lay a strong marketing foundation to bring
people into the business.
Why is this Source Credible? (2 or 3 sentences)
Taru Bhargava is a Content Marketing Specialist at Genbook and has quite a few
years of content marketing under her belt. Genbook itself has been around for over a
decade and; was created by small business owners to help other small businesses build
a better experience.
Connection to Marketing Question (2 or 3 sentences)
The article connects back to the marketing question by giving tips on how to run
promotions, increase your online presence, and utilize referrals; and reviews to build
your clientele. The author also states what is necessary before the marketing process
begins by explaining a little about target markets and the fact that it is a critical step in
the marketing process.

2. Source 2
Source Title/Name: 10 Barbershop Marketing Ideas. How to Promote Your
Barbershop
Source Author: Iris Grossman
APA format Citation:
Grossman, I. (2020, July 8). 10 Barbershop Marketing Ideas: How to Promote a Barbershop.
Retrieved December 7, 2020, from Appointfix website:
https://www.appointfix.com/blog/barbershop-marketing-ideas.html
Main points (2 or 3 sentences)
This article offers more detail on how to utilize the tips given and gives more
examples on how to set up apps or website options. The author talks about setting up
online booking services and building a portfolio so clients can see your work.
Why is this Source Credible? (2 or 3 sentences)
Appointfix is an appointment scheduling software that helps make appointment
setting a little easier for stylists, barbers, and other wellness professionals. Appointfix
also offers business tips, product updates, and inspiration from their blog area. Iris
Grossman is a Marketing Specialist at Appointfix; she is self-taught but has been in her
career field for nearly a decade.
Connection to Marketing Question (2 or 3 sentences)
This article connects back to the marketing question in that it offers different forms of
advertising like text messaging and offering services to magazine and print ads to help
get the barbershop's name out. It also provides suggestions some people might not
think are that important, like a business logo or portfolio.
Source 3
Source Title/Name: The Barber's Guide to Social Media

3. Source Author: None
APA format Citation:
The Complete Barber’s Guide to Social Media. (2019). Retrieved December 7, 2020, from
National Association of Barbers website: https://nationalbarbers.org/barber-social-media-
guide/
Main points (2 or 3 sentences)
This article is about how a barbershop can use social media to gain clientele
because it is one of the most cost-effective ways to gain exposure for your barbershop
business. This article also explains some of the top benefits of social media for barbers.
Why is this Source Credible? (2 or 3 sentences)
I am taking this article to be reliable because; it was written by the National
Association of Barbers. I would assume they would only put out information they know
to be true and correct to the best of their knowledge, educational experience, and
background. NAB has been in business for ten years and strives to support, offer
resources, and protect barbers working in their chosen field.
Connection to Marketing Question (2 or 3 sentences)
This article connects back to the marketing question by delving deeper into the social
media aspect and using it to gain social media traction and exposure to new clients by
using social media advertising. Utilizing the advertising tools on social media will also
help the business to see what the demographics are of the people paying attention to
the ads.
Source 4
Source Title/Name: The Ultimate Guide to Growing (& Keeping!) Your Customer Base
Source Author: Clint Fontanella

4. APA format Citation:
Fontanella, C. (2020, August 7). The Ultimate Guide to Growing (& Keeping!) Your Customer
Base. Retrieved December 7, 2020, from blog.hubspot.com website:
https://blog.hubspot.com/service/customer-base
Main points (2 or 3 sentences)
This article defines what a customer base is and guides how the company can grow
and hold on to its customers. It also details how to grow your customer base by
creating a one of a kind customer experience.
Why is this Source Credible? (2 or 3 sentences)
Clint Fontanella manages the HubSpot service blog and has created multiple blogs
to help people and businesses learn and grow within their industries. Hubspot itself has
been around for over 15 years and has trained and certified over 300,000 people.
Connection to Marketing Question (2 or 3 sentences)
This article connects back to the marketing question by delving into more customer-
related building practices and gives examples on how to keep customers with some
basic practices; That a lot of people and businesses might forget, like how powerful
customer service is. This, in turn, helps the business grow with word of mouth
advertising. Though the article does not directly relate to barbershops, it does have a
relation to building and maintaining a customer base.
Source 5
Source Title/Name: 10 Great Ways To Attract New Customers To Your Small
Business
Source Author: Rieva Lesonsky

5. APA format Citation:
AllBusiness. (n.d.). 10 Great Ways To Attract New Customers To Your Small Business.
Retrieved December 7, 2020, from Forbes website:
https://www.forbes.com/sites/allbusiness/2020/02/28/attract-new-customers-small-
business-tips/?sh=79162d984d1a
Main points (2 or 3 sentences)
This article is direct and to the point with tips for bringing in customers. They touch on
contacting lapsed customers and building a network with other organizations. The
article also talks about businesses showcasing their expertise by volunteering in
workshops and webinars.
Why is this Source Credible? (2 or 3 sentences)
The author of this article is Rieva Lesonsky, a business leader who has been
helping businesses start and grow their business for 30 years. She has worked with
clients such as Web.com, AT&T Small Business, Microsoft, and much more. Rieva
Lesonsky has also written several books regarding small business and
entrepreneurship.
Connection to Marketing Question (2 or 3 sentences)
This article connects back to the marketing question because some of the tips could
help the company better understand the needs of our clients. By contacting lapsed
customers, it might help us to understand why they left in the first place.
Source 6
Source Title/Name: 7 Excellent Ways to Get New Customers
Source Author: Julie Bawden-Davis

6. APA format Citation:
Bawden-Davis, J. (2019, June 25). 7 Excellent Ways to Get New Customers. Retrieved from
Business Trends and Insights website: https://www.americanexpress.com/en-
us/business/trends-and-insights/articles/7-excellent-ways-to-attract-new-customers/
Main points (2 or 3 sentences)
This article touches on your ideal clients and knowing your target market. The
author also talks about knowing your business inside and out; while also positioning
yourself as the answer.
Why is this Source Credible? (2 or 3 sentences)
The author is a widely published journalist and blogger. Julie Bawden-Davis has a
background in business; and personal finance. She has authored 12 books and more
than 3000 articles.
Connection to Marketing Question (2 or 3 sentences)
This article connects back to the marketing question because it asks the question of
who the target market is and where do they live? It also hints at knowing your
customer's needs by positioning yourself as the answer.
Information Still Needed (Make sure these are clear and specific statements)
• Item #1 Examine Paid posts through social media for effectiveness of gaining
new clients.
• Item #2 Understand our current client demographics.
• Item #3Understand the needs of our clients.