Brand And Web Development Grow Bookings 214.5%

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.

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).

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.

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).

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.

Responsive Website

Ads

Custom Photoshop

Updated logo

Social media graphics