Natural Trendsetters
7.25.2023
─
Version 1: Marketing Plan with $8000 Monthly Budget
Duration: 3 Months (12 weeks)
Goal: Increase brand awareness, attract new clients, promote Natural Trendsetters' hair
care products, and drive attendance to the grand opening event on September 1st.
Additionally, focus on selling surplus hair care products from the salon's inventory.
1
Target Audience: Men and women aged 18-45 interested in natural hair care, trendy
natural hairstyles, and innovative hair products, within the Palm Beach, Broward and
Miami-Dade counties.
Social Media Platforms: Instagram, Facebook, TikTok
Posting Schedule
● Instagram: 3 posts per week (Monday, Wednesday, Friday)
● Facebook: 2 posts per week (Tuesday, Thursday)
● TikTok: 2-3 short videos per week (spread throughout the week)
Content Themes:
​
​
​
​
​
​
-Client Transformations: Before and after photos/videos showcasing the salon's
expertise in styling and natural hair care using their products.
-Product Features: Highlighting specific hair care products, their ingredients, and
benefits.
-Natural Hairstyles: Showcasing popular and trendy hairstyles achieved using
Natural Trendsetters' products.
-Behind the Scenes: Sneak peeks of the salon's daily operations, product creation,
and the teamwork behind the brand.
-Client Testimonials: Video testimonials of satisfied clients sharing their positive
experiences with the salon and products.
-Hair Care Tips: Educational content about natural hair care, maintenance, and
styling techniques.
Production Schedule (weekly):
● Sunday: Meeting with the Art Director and Salon Manager to plan the content for
the upcoming week, discussing the themes, products, and hairstyles to be
featured.
● Monday: Videographer and Still Photographer capture client transformations and
behind-the-scenes footage. Stylist creates the visual look/style for appearance
Art Director oversees the creative direction and ensures brand consistency.
● Tuesday: Videographer and Still Photographer continue shooting client
transformations and product-focused content. Stylist prepares hairstyles for
future content. Art Director reviews and organizes content from Monday's shoot.
2
● Wednesday: Videographer and Still Photographer capture more
behind-the-scenes footage and hair care tips from stylists. Art Director reviews
the content and provides feedback for improvement.
● Thursday: Videographer edits video footage from the week's shoots. Still
Photographer selects and edits the best photos from the week's shoots. Art
Director approves edited content and prepares captions and hashtags for posts.
● Friday: Social Media Manager schedules and publishes content on Instagram,
Facebook, and TikTok throughout the day. Art Director engages with followers,
responds to comments, and monitors social media metrics.
Local Radio Campaign:
● Radio Stations: HOT 105 FM and 103.5 "The Beat"
● Radio Ads Production and Airtime Costs (10% of total budget): $800
● Overnight Radio Ads: Air overnight radio ads to reach the night owl audience,
promoting the salon's services, products, and grand opening event.
● Streaming Audio Ads: Target mobile listeners with streaming audio ads,
emphasizing the salon's expertise in natural hair care and grand opening
celebration.
● In-Person Interview: Arrange an in-person interview with the salon owner, Simone,
on one of the radio stations, discussing the grand opening event, special
promotions, and surplus hair care products available for purchase.
Email Marketing Campaign:
● Email List Building: Encourage website visitors and salon clients to subscribe to
the salon's email list for exclusive grand opening offers and discounts on surplus
hair care products.
● Segmented Email Campaigns: Send personalized emails featuring event details,
special promotions, and limited-time offers on hair care products.
● Monthly Newsletter: Share updates about the grand opening, product
promotions, and client testimonials.
● Abandoned Cart Emails: Follow up with customers who abandon their online
shopping carts, offering exclusive discounts on surplus hair care products.
Grand Opening Event:
● Date: September 1st
3
● Location: New salon on Sistrunk Ave
● Activities: Live hair demonstrations, product sampling, music, and giveaways.
● Promotion: Promote the grand opening event heavily on social media, radio ads,
and email marketing to drive attendance and generate excitement.
Surplus Hair Care Products Sale:
● Objective: Sell $30,000 worth of surplus hair care products during the 3-month
marketing campaign.
● Promotional Strategy:
​ Flash Sales: Organize periodic flash sales, offering limited-time discounts
on specific hair care products. Announce the flash sales on social media,
radio ads, and email marketing to create a sense of urgency and
encourage immediate purchases.
​ Bundle Deals: Create attractive bundle deals that combine complementary
hair care products at a discounted price. Promote these bundles as
exclusive offers available only during the grand opening event and
throughout the campaign.
​ Exclusive Incentives: Offer exclusive incentives to customers who
purchase surplus products, such as free salon services, discounted future
appointments, or loyalty program benefits.
​ Influencer Collaborations: Partner with local influencers or beauty
bloggers to promote the surplus products. They can create reviews,
tutorials, and testimonials, encouraging their followers to take advantage
of the limited-time deals.
​ Giveaways and Prizes: Hold contests and giveaways on social media and
during the grand opening event, where customers have a chance to win
free hair care products. This will increase engagement and drive more
people to purchase products.
​ Upselling During Services: Train salon staff to recommend surplus
products to clients during their salon visits. Offer personalized
recommendations based on clients' hair types and concerns, emphasizing
the benefits of the products.
​ Product Sampling: Offer product samples during the grand opening event
and use them as an incentive for customers to make a purchase.
Encourage customers to try out the products and experience their
effectiveness firsthand.
4
Action Plan:
Week 1-2: Pre-Campaign Preparations
● Conduct a thorough inventory assessment and categorize the surplus hair care
products based on popularity and demand.
● Set sales targets for each product category to achieve the overall $30,000 sales
goal.
● Prepare marketing materials, including promotional graphics, social media posts,
and email templates.
● Coordinate with influencers and schedule collaboration content during the
campaign period.
Week 3-5: Launching the Surplus Sale
● Start promoting the surplus hair care products through social media posts,
stories, and TikTok videos, highlighting the attractive discounts and exclusive
bundles.
● Launch the flash sales and bundle deals, with different offerings each week, to
maintain excitement and encourage repeat visits.
● Leverage radio ads to announce the surplus sale and encourage listeners to visit
the salon for exclusive offers.
● Integrate product sampling during the grand opening event and encourage
attendees to purchase the full-sized products.
Week 6-8: Mid-Campaign Push
● Analyze the sales performance of each product category and adjust the
marketing strategy based on the results.
● Utilize email marketing to send reminders about ongoing promotions and
limited-time offers to the salon's subscriber list.
● Continue influencer collaborations to keep the campaign visible and tap into new
audiences.
Week 9-12: Grand Finale
● Plan a special closing event for the surplus sale to create a sense of urgency and
boost sales during the last week of the campaign.
5
● Offer additional incentives, such as surprise discounts or gifts with purchases, to
motivate customers to make final purchases.
● Send a "Last Chance" email to the subscriber list, urging them to take advantage
of the remaining deals before the campaign ends.
Post-Campaign Evaluation:
● Measure the success of the surplus sale by tracking sales figures and comparing
them to the $30,000 target.
● Analyze the most effective marketing channels and promotions to inform future
sales strategies.
● Offer a customer survey to gather feedback and testimonials from clients who
purchased the surplus products.
● Use the feedback to improve product offerings and tailor future marketing
campaigns to customer preferences.
Budget Allocation:
​
​
​
​
​
​
​
​
​
Videographer and Still Photographer fees: $1,500
Stylist fees: $1,000
Art Director fees: $800
Radio ads production and airtime costs: $800
In-person interview arrangement: $300
Email marketing platform fees: $300
Grand opening event expenses (decorations, giveaways, etc.): $1,500
Production costs for creating hair care product content: $500
Contingency budget for unexpected expenses: $500
Total Monthly Budget: $8,000
6
Version 2: Marketing Plan with $5000 Monthly Budget
Duration: 3 Months (12 weeks)
Goal: Increase brand awareness, attract new clients, promote Natural Trendsetters' hair
care products, and drive attendance to the grand opening event on September 1st.
Additionally, focus on selling surplus hair care products from the salon's inventory.
Target Audience: Men and women aged 18-45 interested in natural haircare, trendy
natural hairstyles, and innovative hair products, within the Miami area.
Social Media Platforms: Instagram, Facebook, TikTok
Posting Schedule (similar to @mania_dreads):
● Instagram: 3 posts per week (Monday, Wednesday, Friday)
● Facebook: 2 posts per week (Tuesday, Thursday)
● TikTok: 2-3 short videos per week (spread throughout the week)
Content Themes:
​
​
​
​
​
​
Client Transformations: Before and after photos/videos showcasing the salon's
expertise in styling and natural hair care using their products.
Product Features: Highlighting specific hair care products, their ingredients, and
benefits.
Trendy Hairstyles: Showcasing popular and trendy hairstyles achieved using
Natural Trendsetters' products.
Behind the Scenes: Sneak peeks of the salon's daily operations, product creation,
and the teamwork behind the brand.
Client Testimonials: Video testimonials of satisfied clients sharing their positive
experiences with the salon and products.
Hair Care Tips: Educational content about natural hair care, maintenance, and
styling techniques.
Production Schedule (weekly):
7
● Sunday: Meeting with the Art Director and Salon Manager to plan the content for
the upcoming week, discussing the themes, products, and hairstyles to be
featured.
● Monday: Videographer and Still Photographer capture client transformations and
behind-the-scenes footage. Stylist creates the overall visual look/style for
employees/biz to be presented to clientele. Art Director oversees the creative
direction and ensures brand consistency.
● Tuesday: Videographer and Still Photographer continue shooting client
transformations and product-focused content. Stylist prepares hairstyles for
future content. Art Director reviews and organizes content from Monday's shoot.
● Wednesday: Videographer and Still Photographer capture more
behind-the-scenes footage and hair care tips from stylists. Art Director reviews
the content and provides feedback for improvement.
● Thursday: Videographer edits video footage from the week's shoots. Still
Photographer selects and edits the best photos from the week's shoots. Art
Director approves edited content and prepares captions and hashtags for posts.
● Friday: Social Media Manager schedules and publishes content on Instagram,
Facebook, and TikTok throughout the day. Art Director engages with followers,
responds to comments, and monitors social media metrics.
Local Radio Campaign:
● Radio Stations: HOT 105 FM and 103.5 "The Beat"
● Radio Ads Production and Airtime Costs (10% of total budget): $500
● Overnight Radio Ads: Air overnight radio ads to reach the night owl audience,
promoting the salon's services, products, and grand opening event.
● Streaming Audio Ads: Target mobile listeners with streaming audio ads,
emphasizing the salon's expertise in natural hair care and grand opening
celebration.
● In-Person Interview: Arrange an in-person interview with the salon owner, Simone,
on one of the radio stations, discussing the grand opening event, special
promotions, and surplus hair care products available for purchase.
Email Marketing Campaign:
8
● Email List Building: Encourage website visitors and salon clients to subscribe to
the salon's email list for exclusive grand opening offers and discounts on surplus
hair care products.
● Segmented Email Campaigns: Send personalized emails featuring event details,
special promotions, and limited-time offers on hair care products.
● Monthly Newsletter: Share updates about the grand opening, product
promotions, and client testimonials.
● Abandoned Cart Emails: Follow up with customers who abandon their online
shopping carts, offering exclusive discounts on surplus hair care products.
Grand Opening Event:
●
●
●
●
Date: September 1st
Location: New salon on Sistrunk Ave
Activities: Live hair demonstrations, product sampling, music, and giveaways.
Promotion: Promote the grand opening event heavily on social media, radio ads,
and email marketing to drive attendance and generate excitement.
Surplus Hair Care Products Sale:
● Objective: Sell $30,000 worth of surplus hair care products during the 3-month
marketing campaign.
● Promotional Strategy:
​ Flash Sales: Organize periodic flash sales, offering limited-time discounts
on specific hair care products. Announce the flash sales on social media,
radio ads, and email marketing to create a sense of urgency and
encourage immediate purchases.
​ Bundle Deals: Create attractive bundle deals that combine complementary
hair care products at a discounted price. Promote these bundles as
exclusive offers available only during the grand opening event and
throughout the campaign.
​ Exclusive Incentives: Offer exclusive incentives to customers who
purchase surplus products, such as free salon services, discounted future
appointments, or loyalty program benefits.
​ Influencer Collaborations: Partner with local influencers or beauty
bloggers to promote the surplus products. They can create reviews,
tutorials, and testimonials, encouraging their followers to take advantage
of the limited-time deals.
9
​
​
​
Giveaways and Prizes: Hold contests and giveaways on social media and
during the grand opening event, where customers have a chance to win
free hair care products. This will increase engagement and drive more
people to purchase products.
Upselling During Services: Train salon staff to recommend surplus
products to clients during their salon visits. Offer personalized
recommendations based on clients' hair types and concerns, emphasizing
the benefits of the products.
Product Sampling: Offer product samples during the grand opening event
and use them as an incentive for customers to make a purchase.
Encourage customers to try out the products and experience their
effectiveness firsthand.
Action Plan:
Week 1-2: Pre-Campaign Preparations
● Conduct a thorough inventory assessment and categorize the surplus hair care
products based on popularity and demand.
● Set sales targets for each product category to achieve the overall $30,000 sales
goal.
● Prepare marketing materials, including promotional graphics, social media posts,
and email templates.
● Coordinate with influencers and schedule collaboration content during the
campaign period.
Week 3-5: Launching the Surplus Sale
● Start promoting the surplus hair care products through social media posts,
stories, and TikTok videos, highlighting the attractive discounts and exclusive
bundles.
● Launch the flash sales and bundle deals, with different offerings each week, to
maintain excitement and encourage repeat visits.
● Leverage radio ads to announce the surplus sale and encourage listeners to visit
the salon for exclusive offers.
● Integrate product sampling during the grand opening event and encourage
attendees to purchase the full-sized products.
10
Week 6-8: Mid-Campaign Push
● Analyze the sales performance of each product category and adjust the
marketing strategy based on the results.
● Utilize email marketing to send reminders about ongoing promotions and
limited-time offers to the salon's subscriber list.
● Continue influencer collaborations to keep the campaign visible and tap into new
audiences.
Week 9-12: Grand Finale
● Plan a special closing event for the surplus sale to create a sense of urgency and
boost sales during the last week of the campaign.
● Offer additional incentives, such as surprise discounts or gifts with purchases, to
motivate customers to make final purchases.
● Send a "Last Chance" email to the subscriber list, urging them to take advantage
of the remaining deals before the campaign ends.
Post-Campaign Evaluation:
● Measure the success of the surplus sale by tracking sales figures and comparing
them to the $30,000 target.
● Analyze the most effective marketing channels and promotions to inform future
sales strategies.
● Offer a customer survey to gather feedback and testimonials from clients who
purchased the surplus products.
● Use the feedback to improve product offerings and tailor future marketing
campaigns to customer preferences.
Budget Allocation:
​
​
​
​
​
​
​
Videographer and Still Photographer fees: $1,000
Stylist fees: $800
Art Director fees: $500
Radio ads production and airtime costs (10% of total budget): $500
In-person interview arrangement: $200
Email marketing platform fees: $200
Grand opening event expenses (decorations, giveaways, etc.): $1,000
11
​
​
Production costs for creating hair care product content: $300
Contingency budget for unexpected expenses: $500
Total Monthly Budget: $5,000