From losing the market to leading the trend

Salon

Color Shop

Solution:

Fast Branding

Services:

Marketing Consultation, Social Media Campaign.

Challenge

Color Shop is a 30 years established hair salon in the leading shopping complex in Petaling Jaya. Color Shop was famous for the past 20 years with its skilful & experienced stylists. Nevertheless, they were losing the younger generation's attention since their customers have aged. Many had forgotten about the brand itself, especially during the era of social media. Color Shop's stylists urgently needed to narrow the gap between them & the new generation.

Solution

After identifying the challenges & goals of their marketing, we redefined the target market by age group and interests in demography. We spent a month identifying their strengths & expertise in hairstyling. Then we redesigned & repackaged them in detailed with new branding & new marketing message, together with all the stylists who were still passionate about their works. A new name for hairstyling was born: Korean Wave.

After all, the workloads were in focus on TARGETING. We identified a new market segment & created an AVATAR of an ideal customer to bring quality walk-ins. It took a month plus to warm up the market in social media with a Narrow-Down advertising strategy. Emotional & convert-able style of sale messages, together with the right market solution, were shouted out to the target market intensively during the campaign.

Result

The result of the campaign was gradually getting overwhelming after 2 months and the salon was flooded with enquiries and then customers who were very similar to the AVATAR we created. The trend of the Korean Wave which is a Korean style of perming became popular among the office ladies & even the competitors. The brand awareness of Color Shop as a trending & skilful hair salon in the area, was increased tremendously. Most importantly, the business bounced back with tripled up revenue, and the owner regained his confidence again with the right marketing arm.