LOCAL’s UPS is its consignment—this business offers beauty services, a shopping experience, and specialty coffee. Hence, LOCAL’s visitors can get an all-in-one experience in terms of improving their appearance and spending quality time with the store’s special coffee. Moreover, since LOCAL offers unique and rare designs of sneakers, and streetwear, the visitors can differentiate themselves from the crowd through good-looking hairstyles and non-mass market clothes and shoes.
Primary and Secondary Audience
The primary audience is men in the age group of young adults, from 25 to 35 years old. These individuals work in creative industries, such as marketing, art, music, or others. Since they are young but have reached adulthood, they have enough spare income, and due to their creativity, they value their appearance and want to purchase unique clothing and sneakers. The secondary audience is men between 25 and 35 who have office jobs but are creative.
The BIG IDEA for the first campaign is to leverage LOCAL’s USP, which is a consignment of different services that target men’s appearance and provide a good experience due to specialty coffee. This allows customers to save time because they do not have to get their hair done, shop, and drink coffee at different places. By visiting LOCAL, they address their need to have a good appearance, and these customers do not have to go to a separate barbershop, clothing store, sneaker shop, and coffee shop to do this.
The approach to communicating the BIG DEAL of the first campaign should illustrate how the visitors can save time with LOCAL and get everything they want. For example, using a calendar where each day has a different deed, such as “visit a barber,” “find a new pair of sneakers,” “shop for clothes,” and “get a long black coffee.” A different picture next to the first one would show one task for one day signed as “visit LOCAL.”
The idea is that the potential audience will see how much time they can save by choosing LOCAL. Alternatively, the business can choose to communicate the different things that a customer can do with the time they save by going to LOCAL, which is an extension of the previous strategy. For example, the third picture with a calendar can show various activities a young and creative individual would be interested in, such as “visit a party,” “go to a festival,” or “spend time with friends.” The slogan for this campaign is “We value your time” because it reflects the main idea of LOCAL’s USP.
The second campaign will focus on leveraging the secondary audience, who are young and creative individuals, but their job obligations do not allow them to wear LOCAL’s clothes and sneakers at work. Still, because they care about their appearance, they can use the barber services and spend time at the coffee shop while shopping at LOCAL for their leisure clothes. The Big Deal of this campaign is the creative and unique nature of LOCAL’s services and goods: the hairstyles differ from the traditional ones; they feature creative and stylish elements, and the clothes and shoes are limited edition.
The approach of this campaign is to attract a new segment of consumers to LOCAL, which are people who would normally not choose this brand. The communication strategy for this campaign will focus on showing how the people with office jobs can enjoy LOCAL just as any other visitor. This campaign can leverage the tactics of gamification, which “involves the introduction of gameplay to a traditionally non-game environment” (“What is gamification,” 2020, para. 1).
One way to leverage this is by creating a loyalty program, where existing customers can invite their friends, colleagues, or family members to LOYAL and receive a bonus. A reward for each invitation that led to an appointment at LOYAL’s barbershop can be a free coffee at the company’s restaurant for one invite, coffee and dessert for five invites, and a free barbershop appointment for ten invitations. The invitations will include images that show how people can enhance their creativity and uniqueness with LOCAL’s products and services, as was discussed above. Since this campaign implies sharing LOCAL’s details with others, the slogan will be “Let’s enjoy LOCAL.”
Segmentation, Targeting, and Promotional Tactics
With segmentation, it is important to determine the base characteristics of the audience and each market segment (Hanlon, 2021). The segmentation used for these campaigns focuses on young people who are either working in creative industries or have a creative nature that they want to show. According to Deloitte (2020), the number of millennials globally has surpassed that of BabyBoomers and Generation X, and when asked about their spending habits, 20% reply that they “like to treat themselves” (p. 2).
Hence, the experience that this segment receives and their perception of how the purchase will make them feel is the most important for this generation. Considering LOCAL’s USP, the company can promote “treating oneself” while saving time and having access to unique products and specialty coffee. Hence, this generation should be targeted because of the growing number of millennials and their tendency toward spending money on the things or services that will make them happy.
The value of LOCAL’s proposition, apart from uniqueness, is the all-in-one experience, where customers do not have to visit several places to get the look they want. The purpose of this campaign is to reengage the existing customers and communicate the value of using LOCAL’s services to them. With this, LOCAL will be able to increase its profits since the campaign will remind the clients about LOCAL’s services, which is especially important during the pandemic. The gamification strategy from the second campaign, however, intends to attract new customers to LOCAL, which again should help increase the profits of this business. Additionally, the gamification strategy is designed to ensure that the campaign and its message are easy to share because it encourages users to invite others to LOCAL.
The promotional tactic for these campaigns should be social media. According to the statistics, 72% of individuals use social media, and the majority of users’ age is between 19 to 29, followed by the age group of 30 to 40 years old (Pew Research Center, 2021). The same statistics suggest that Facebook, Instagram, and YouTube are the most used platforms, which is why this campaign should focus on advertising on them. Stills will be used for Facebook and Instagram since, as was discussed in the description of the campaign, the communication strategy will utilize images of calendars. Since YouTube is designed for video sharing, this medium should be used on this platform.
Deloitte. (n.d.). Bling it on. What makes millennials spend more? . Web.
Hanlon, D. (2021). The segmentation, targeting, positioning (STP) marketing model. Smart Insight. Web.
LOCAL. (n.d.). Web.
Pew Research Center. (2021). Social media fact sheet. Web.
What is gamification? (2020). Web.