Primp and Blow Logo

Brand And Web Development Grow Bookings 214.5%

Summary

We overhauled the client’s brand by developing a new tagline, logo layout, marketing campaigns and website. Appointment bookings grew 214.5% year-over-year.

Part 1: THE CHALLENGE

Primp and Blow is a national, upscale blow dry bar franchise concept that also provides a suite of full-face makeup services

Primp and Blow approached Zion & Zion to further develop the company’s brand in order to drive appointment bookings.

Part 2: THE INSIGHTS

Our strategy and research team conducted primary research in the form of focus groups and surveys as well as empathy interviews. Our research led our team into a deep exploration of customers’ individual journeys and stories. The key insights that emerged from our research were as follows.

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Customers’ self-confidence levels were generally lower at the early stages of their journey (i.e. when considering whether to engage a blow dry bar’s services).

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Customers began to envision the end result pre-appointment, and their self-confidence levels were seen to be higher at this point than they were earlier in their individual customer journeys.

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Customers’ attitudes were primarily characterized by a dramatic increase in self-confidence immediately post-appointment and in the hours that followed (e.g. social settings such as dates, parties, and other events).

Part 3: THE STRATEGY

Our insights didn’t come from a “logical” place of convenience, affordability, styling, etc., but rather from a nearly pure, emotionally-based response—their increased confidence.

As a result, a variety of strategic initiatives unfolded:

  1. We leveraged and combined the expediency of a blow dry bar (quickness of getting in and out) with the end benefit of the customer’s WIIFM, i.e. it makes me feel pretty and pampered – but more so, when I feel this way “I feel confident”—to create Primp and Blow’s new positioning line: Confidence to Go.
  2. We developed a new logo design to play up the “primp” in the Primp & Blow, so as to allow Primp and Blow to position themselves against a growing field of competitors that focused strictly on blow dry services as opposed to the additional make-up services offered by Primp and Blow.
  3. We developed new marketing collaterals and advertising campaigns based on the new positioning.
  4. We developed a new website for the client.
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Responsive Website

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Ads

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Custom Photoshop

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Updated logo

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Social media graphics

Part 4: THE RESULTS

The primary objective of our work with the client, to increase appointment bookings, was dramatically overachieved, as year-over-year appointment bookings increased 214.5%.

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In addition to an increase in appointment bookings, the client also saw direct web traffic increase by 146.6%, average session duration increase by 49.7%, pages per session increase by 22.1%, and bounce rate decrease by 18.9%.