Small Business Marketing, Haircare, Shop,

1. +
Diego
Paramio
DIRECT MAIL PROPOSAL

2. +
INDEX
 STATE PROBLEM
 MARKET RESEARCH
 ANALYSIS:
 SURVEY
 SWOT
 BUSINESS
 LOCATION
 PROBLEMS
 SOLUTIONS
 DM EXAMPLES
 BUDGETING
 EXPECTED RESULTS

3. +
STATE PROBLEM
 Lack of awareness of Williamsville Store
Direct Mail Campaign

4. +
MARKET RESEARCH
 We attempted to target middle aged women with a disposable
household income
 We conducted surveys at Tony Walker & Co. which is the
biggest luxury fashion retail store in Buffalo area.
 We collected 50 surveys and analyzed them using SPSS
(Statistical Package for the Social Science)

5. +
How Familiar are you with Lengths?
7.1%
3.6%

6. +
How likely would you shop in Lenghts?
36%
32%
20%
8 %
4% 50% 50% 100%

7. +
Area of the Customers
39.3%

8. +
How likely would you buy in Lengths?
72.7%
27.3%
14.3%
71.4%

9. + Correlation between customer’s household income
and willingness to visit Lengths
50%
100%
42.9%
7.1%
18.2%
54.5%
18.2%
9.1%

10. +
BUSINESS ANALYSIS
 Trend Analysis of Beauty Product Businesses
 Competitors of Lengths
 Products = Biggest Strength

11. +
SWOT

12. +
LOCATION ANALYSIS
Pros:
 Large Store
 Clean and Organized exposition
 Located in a mid-high (income & class) Neighbourhod
 Next to a Tops
Cons:
- No Foot traffic
- Not many complimentary stores nearby
- Extra stop to shop at the location
- Problem of awareness

13. + Identifying Problem : Lack of Awareness
Survey Results: Most of the woman in Williamsville and
Amherst with a household income of $100,000 or above have
NEVER HEARD from the shop.
I DON’T
KNOW

14. +
DIRECT MAIL MARKETING

15. +

16. +

17. +

18. +
PROPOSING IDEAS
 Carry out a direct mail campaign highlighting Lengths’
strength: selling complete lines of many premium hair care
products,
 The direct mail will be mailed to affluent neighborhoods in the
surrounding Williamsville and Amherst areas in order to target
the demographic of middle aged women with a household
income of $100,000 or more.
 Consult with a direct marketing agency such as
www.directmail.com

19. +
PROPOSING IDEAS
 Create a customer database for future campaigns
 Offer discounts and info about our company in the postcards

20. +
EXAMPLES

21. +
EXAMPLES

22. +
EXAMPLES

23. +
EXAMPLES

24. +
EXAMPLES

25. +
BUDGETING
 Up to date Mailing Listing $100 for 1000 adresses (Medium
detail lists)
 Printing 1000 postcards / 10cts = $100
 Handing out the postcards (1000) = $50

26. +
Expected Results
 Create global awareness of the brand
 Inform middle aged woman in the area about our products
 Keep track of the campaign and build database with coupons
 Boost sales thanks to less aggressive coupons
 4 out of 10 people will ignore the post cards
 Make another marketing plan to engage first time customers

27. +
FEEL FREE TO ASK ANY QUESTIONS !!!