Kirstie Alexander, Steven Collins, Allison Oberlin, Molly Gibson, Carmen Shelton, Jessica Fatherly
“Ironworks is a luxury salon for adult men who value quality service and exceptional experience because of its local convenience and variety of services to build great men.” Being a men’s salon, Ironworks’ demographic is adult men who are willing to pay higher prices for high quality and an experience opposed to just a haircut. A point of parity for Ironworks is its convenience, whereas a point of differentiation is how it is considered to be a luxury, niche salon due to its variety of services, customer orientation, experience, and uniqueness in offering beer. Ironworks hopes to build great men with each client that walks in and out of the salon.
1. Push Private Label
2. Create Content Strategy
3. Attract Older Millennials
2. Instructional/Educational/How To’s
4. Local Community (RVA)
The main goals of the advertising campaign are to attract successful businessmen from ages 26-35, who are young enough to be open to try new brands, while also having the income to frequent luxury men’s salons. In order to gain their attention, this group will make a video commercial which is relatable while promoting the key ideas of quality, luxury and Ironworks’ slogan “Building Great Men”. A video is beneficial because it can be posted on a broad range of spectrums from the brand’s website, to Facebook, in addition to traditional television commercials.
This ad is something every man can relate to, leaving home to do errands and go to work. The man will have a family, nice car and is dressed in a suit. His age falls within our target market 26-35, but more specifically around the age of 30 years old. This type of lifestyle is relatable for many men above the age of 35, and for those below that age, it is a life they aspire to have one day. This would be a great way to market to both demographics because most millennials are willing to try something new if it means achieving a desired look. The man is seen interacting with his family when he gets a text alert about his appointment at the shop that morning. In a consumer survey, a reported 33.3 percent of current customers said they were alerted about their next appointment through text or email notification. This is something the salon should advertise, people would not expect such convenience from most local companies. Convenience is something all people enjoy, and customers should be able to choose how they are alerted; younger people tend to prefer texts, while older people prefer emails.
Later in the ad, the man enters the store, he loosens his tie and rolls up his sleeves to symbolize this is a relaxed place. Many find that going to get their haircut is a chore, so portraying relaxation in the ad, portrays the business as an enjoyable activity. The rest of his time in the store shows the type of experience a customer should expect to receive at the salon. This can be resembled by portraying a welcoming atmosphere, showcasing the product with close up shots and a closeup of the finished product.