Leopard Dog provides an upscale mobile barbering experience for customers.
I assembled a full marketing campaign for this start-up business. This involved writing and presenting a fully detailed marketing plan for the business owner and designing all of the marketing materials for the launch.
Role
Art Direction, Brand Identity, Copywriting, Marketing
Year
Fall 2019
With businesses such as Instacart and Uber Eats becoming more popular, consumers are choosing the most convenient option for completing normally time-consuming tasks. In the same way that these businesses deliver products, Leopard Dog delivers the full barbering experience to businesses, wedding parties, events, and more.
The strategy
The initial marketing strategy for Leopard Dog involves building brand recognition and establishing its place in the Buffalo market. This strategy focuses on social media content marketing as a low-cost and long-term plan for developing relationships with new and existing clients. Since the Master Barber of the business already has a sizable pre-existing client base, the strategy has been broken down into two segments: Retaining the existing clients and attracting new clients.
Marketing materials have been designed to communicate that the mobile barbershop experience is the best option for the target demographic. Every service and interaction with clients will be based upon fulfilling the mission’s goal: to continuously provide convenient, top-quality luxury men's grooming services in an exciting new atmosphere.
Retaining current clients
Master Barber Eddie Jakubowski has approximately 200 recurring and regular clients at his current location in the Allentown neighborhood near Downtown Buffalo. Tactics for ensuring a smooth transition for these existing clients include developing an accessible calendar online and distributing print materials with Eddie’s contact information. Eddie will allow time each week for the shop to park near the Allentown neighborhood where his clients are used to seeing him. Leopard Dog will offer a significant incentive of 60% off the first service to Eddie’s current clients to encourage them to experience the new mobile location.
Attracting new clients
Leopard Dog’s strategy for attracting new clients is to focus on the target market and target locations. Leopard Dog plans to use a grassroots approach in this area, generating community support and word-of-mouth referrals. Companies that largely offer employee appreciation incentives and have a demographic of mostly male employees will be the initial businesses to target. Eddie will use social media and the distribution of print materials to reach wedding planners and companies who are expected to be interested in his services based on target market research.