Instagram's Pest Analysis For Carousel

Our third consideration was cultural and aesthetic appeal. In terms of aesthetic, FACE blends in well with neighboring businesses: it is minimalist and unassuming, yet classy and cool. They also have a distinctly “progressive” tone that sets them apart from similar businesses, insofar as they emphasize all-natural offerings and employ gender neutral colors and messages. This is achieved without any overt political messages or tinting, which means they probably won’t lose much business on cultural grounds. FACE’s aesthetic is well positioned to attract the typical trendy, wealthier female crowd that frequents the 12th South, both young and old. Moving on to company value, FACE’s value proposition to customers is oriented around providing high-end,
spa-quality beauty and skincare services in a salon-style environment, thereby encouraging customers to treat skincare as a more regular ritual like hair treatments as opposed to a special once-a-year event. The owners and operators of FACE believe that customers will, through their services and tutorials, learn to appreciate the importance of regular skincare and see longterm beauty, health, and aesthetic benefits associated with continued treatments. As an added bonus, FACE places special emphasis on using and retailing only environmentally-friendly products in its store so customers will feel they are playing a part in “saving”the Earth while they are indulging in luxury beauty services that might elsewhere involve non-green products. After considering both the target audience and the value FACE is offering to that audience, we have devised a three-pronged marketing strategy that accounts for both FACE’s unique circumstances and the strategies that similar, successful businesses have employed. We are confident that this strategy will help marry FACE’s offerings with its target market in the long run.
Three-Pronged Marketing Strategy (“The Big Idea”): The first part of our strategy relies on the creation and deployment of a loyalty program for FACE’s customers. One of the trends in the beauty industry that we identified through our analysis of Sephora and Kiehl’s was the proliferation of customer loyalty programs, which help businesses earn customer loyalty, track their purchases, and gain valuable insight into customer behavior. A loyalty program would be of massive benefit to FACE, which, as a new business, despite having a preexisting pool of clients to draw upon, needs to take action to draw in and keep new customers. FACE currently utilizes the “Mind Body” system to track their appointments and customer purchases. Mind Body has a partnership with loyalty program provider, “PerkVille,” which would allow FACE to integrate the “PerkVille” suite of programs with FACE’s existing Mind Body booking system. “PerkVille” would allow FACE customers to receive rewards for their visits and new customer referrals. Additionally, “PerkVille” will allow FACE to recommend new products and services to existing FACE customers based on their past purchases. The second component of our strategy involves a social media overhaul. FACE’s current social media campaign is barely scratching the surface of what it is capable of. FACE has 625 Facebook likes, 326 Instagram followers,and 4 followers on Twitter. It would be advantageous for FACE to focus on the Facebook and Instagram social platforms because 79% of online adults use Facebook, compared to 24% that use Twitter. In addition, 83% of women that use the internet and nearly 80% of people ages 30-64 years of age use Facebook (Greenwood). Thus, FACE could gain social media presence by using the influence they already have with their current clientele on Facebook. One way they could implement this is by implementing a promotion where every person who shares a specific FACE promoted post on Facebook is entered to win 20% off of their next signature facial service. By inadvertently repurposing their clients as their own advertising advocates, FACE can expand their presence on a social media platform and gain viewership from more of their target market. Facebook has a Cost Per Click (CPC) or Cost Per Mille (CPM) option. CPM is the cost for 1000 impressions. FACE’s CPC would likely be $1 and their CPM around $7 due to the company’s small size (Marsan).
While FACE posts on Facebook and Instagram roughly every 2-4 days, they do not use their Twitter account which is an opportunity, although a lesser one, for growth.
By simply using Instagram and Facebook’s feature of sharing posts on their platforms to Twitter and using hashtags, they can reach consumers who prefer the Twitter platform with the same content as those on the others. However, the most well equipped platform for FACE is Instagram, and they should turn to it to gain more of a following. Since the beauty and skincare market are filled with visual concepts, Instagram’s video, carousel, and story ad features are great ways to engage current and potential clients. Video ads can be a maximum of 60 seconds; carousel ads are rotating pictures or videos that come in a package which people can scroll through; story ads are “Snapchat video-esque” and are displayed at the top of people’s feeds. FACE should use all three features. On Instagram, FACE could showcase several clients’ brow tint or lash lift makeovers in a sped-up video advertisement, post before and after photos of a client’s lash tint, and run carousel advertisements chronicling a client’s microblading experience. The promotional features on Instagram cost between $0.50 and $1.00 per click, or roughly $6.00 per 1000 impressions (Giustino). Ultimately, FACE needs to use Instagram to demonstrate their services and encourage customers to come in for the chance at having their FACE experience, and a link to their account as to gain followers (should they choose), shared across their social media platforms. With the help of promotional programs, FACE could gain instant exposure to hundreds or even thousands of potential clients on
Instagram. The final component of our strategy emphasizes promotional and educational workshops as an opportunity to raise interest in FACE’s products and services in the local community. Our team recommends FACE hold and promote organic makeup tutorial workshops for mothers and daughters and convince the participants to buy the products they showcase by revealing the value of their products. Furthermore, they can use this as an opportunity to demonstrate how much they value community outreach over social media. Another example of this concept is a workshop educating older woman about how to maintain their skin as they get older through FACE’s products and services. Not only does this develop interest, it also pushes FACE’s message about treating skincare as an ongoing personal health challenge. Kiehl’s had great success with giving out free samples of their product; however, this idea takes the concept one step further by showing consumers the benefits of the products through demonstration. Furthermore, these types of workshops would not just get people in the door and generate product sales but present FACE with an excellent opportunity to demonstrate their more obscure/niche procedures and intrigue new potential customers.