scribbles

1. Widescreen Pictures
Pictures can also be presented more dramatically in widescreen.

2. Squarelle tonacity
50 256 shades of grey brown

3. Video the product being used





The hair must look utterly
fabulous
the demo video will need to be
fantastic quality
The hair needs to be brilliant
and the camera crew and stylist
need to dazzle the consumer
Shoot : short, medium and long
hair in light, medium and dark
shades and red tones giving a
wide variety of videos to use to
show versatility. Shoot stills too.
Tell the story !!

4. Use the video







Brand ambassadors in mall
awareness campaign
Blitz social
Engage with loyalty schemes
Survey with rewards
Encourage direct engagement
with brand
Run advertorials in own
magazines
In store launch and future …
I ma g e o
f the
video be
ing
shown t
oa
shopper
m a ll b y in a
a
brand
am bass
a dor


5. Blitz the malls @ £15k per day
1 team of 3
brand
ambassadors
and 1
manager plus
agency fees
= £1000 per
day x 15
shopping
malls =
£15k per day
blitz
Brief on the target consumer ::: see next slide

6. Consumer 1
they don't
watch much
TV, both
have ipads
and iphones
and are
quite tech
savvy.
Jane Fry is 40 something, she always tries to be vague about her age, and
has been dying her hair for years. She has two teenage daughters, 17 and 19
who also use hair colouring products.
She likes to experiment with colours and layering or 'stripes' in varying
amounts but even with her favourite colourist the results are sometimes
uneven.
She has a busy schedule and juggles several roles with her and her partners
two companies, one is event planning and one a business publication.
She needs to look glamourous for the events that she has to attend and will
spend some time each month on beauty treatments and hair salon
appointments.
Janes' partner is a photographer just to add to the usual pressures of looking
good at all times.
Jane will try almost anything once
Janes daughters colour her hair using tonality and she's delighted with the
results


7. Consumer 2
they don't
watch much
TV, both
have ipads
and iphones
and are
quite tech
savvy.







Amanda Hughes, 51, runs a marketing company and keeps several horses. She
also has a 12 year old son who takes part in a lot of activities
She has less time for looking glamourous but still needs to be neat and tidy and
up to date with the slightly younger set of Toby's mates mums, some of whom
she's quite friendly with.
The horses take up a great deal of her time and although she has a very
reasonable income she can't get to the salon or beauty parlour as often as she
really needs to and often ends up doing the hair colouring at home herself. The
results are good but it's not quite the same as getting highlights or low lights done
at the salon.
The idea of really good quality multi level colour, even at quite a premium, is very
appealing. But it will have to be bullet proof and idiot proof, she doesn't have time
to mess around.
Mandy sometimes gets interviewed on the telly when she does well at the horse
of the year show, plus her horse Humdinger is breaking a few records.
Mandy is quite cautious with her hair as she works a lot with the police force and
likes to keep it conservative.
She is convinced to try tonacity by one of Toby's mates mums, 37, and is suitably
impressed.

8. Blitz ‘social’

Pic of facebook
campaign

Pic of twitter
campaign
How much to engage with FB
How much to engage with Twitter
How much for those adwords
I don’t know 1 single person that used Google to search for a hair colour …
expecting to find ????? WHAT ?????? exactly …

9. Start recruiting to the hair care
academy
Use the social network
to

Get people to share
Reward them for social
reviewing (tipping)

Recruit consultants


10. Engage with loyalty schemes




Nectar
HoF points
JLP points
M&S points
Nectar rewards loyalty
House of Fraser
John Lewis / Waitrose
points
M&S loyalty points
Research cost of engagement

11. Engage with consumers via
surveys
Nectar canvas / eshops
 House of Fraser via
eshops or customer panel
 Debenhams eshops and
panel and beauty rewards
 John Lewis / Waitrose
points
 M&S loyalty points
Research cost of engagement

Nectar
HoF points
JLP points
M&S points
Debenhams
– it should be zero as these women will be providing the

12. Engage with consumers directly



Using their data to email them and engage
with them directly
Invite the select few to the glamourous HQ
make them feel special, help them become
home experts

13. In store experience