How can we continue to deliver growth through such turbulent times, especially when customer confidence is low?
During lockdown, there was genuine fear in the market. The competition had increased with other similar barbers entering the picture. Digital performance for Chaps was set to hit rock bottom and salons were bracing themselves for the impact of Covid. Chaps & Co Barbershop came to us as they wanted to drive the online side of their business forward. This meant creating a multi-channel digital strategy that went beyond the traditional channels in play. We needed to instil confidence in previous customers to bring them back to the salon whilst also generating brand awareness among their target audience.

Our strategy for Chaps & Co was based around a full-funnel approach. We wanted to increase returning customer bookings, drive brand awareness, increase consideration and, ultimately, generate more online bookings – all during the worst pandemic of our generation. To do this we had to utilise multiple media channels in order to target users at different stages of their decision-making process. With a heavily fortified content strategy based around trust and confidence, our media plan was then based around using Social Media Advertising and YouTube at the top and middle of the funnel, whilst leveraging the power of Google at the bottom of the funnel via PPC and SEO.

AUDIENCE DEFINITION…

By having a deeper understanding of the existing customer base we could leverage existing data to define key audiences within Facebook Ads Manager, drive greater brand awareness and higher quality traffic to the website resulting in a better conversion rate.

RETARGET, RETARGET, RETARGET…

This year, our target audience was altered slightly to prioritize existing customers. Through our retargeting program, we targeted users and customers with the right message, at the right time as they moved down the booking funnel.

TEST & LEARN

We know that performance marketing isn’t an exact science. We carried out iterative testing of adverts across various paid channels. Via this iterative approach, we continually test and learn in order to understand what drives optimum performance.

COVID FRIENDLY MESSAGING…

To instill customer confidence it was important that we adapted our messaging across all channels to give the customer reassurance that their safety comes first and Chaps is the place to go.