Cosmetic still life is our first love, strong marketing is its natural effect. At Studio Concept we focus on the beauty of the image, here is our recipe for reaching the customer.
Indice
Understanding the market and target audience
Many consider it an unknown or at least abstract step, the study of the market is the most concrete moment in the elaboration of a strategy worthy of one’s brand. Certainly, fifty thousand centres throughout Italy is a figure to be taken into consideration. This, however, is not enough.
Aesthetic marketing feeds on local figures, first of all one needs to understand the reality in which one is immersed. It is precisely here that the game of strategy can bear fruit. Tantalising the market means presenting an offer that can offer the alternative, creating a dialogue is the essential step. Generating leads can be the way to do this.
Creating a strong brand identity
A brand is effective when it conveys an idea that is consistent with its mission. The principle is always valid, but in aesthetics, practice counts more than anything else. You need to start from a concrete approach, this is the basis for building an image that is up to scratch.
Professionalism of the staff but also the quality of the furnishings are details that do not go unnoticed, the customer must perceive the idea of an exclusive context and above all of a highly professional service. It takes the courage to dare, to achieve results and to put one’s face on. The brand is made of people, the ones the customer is looking for to achieve beauty goals.
Effective online presence
Professionalism also communicates through the Web, organising a fluid site is the first step. The quality of texts and images is essential, turning to professional communicators is the detail that marks the advantage. The Net offers many tools, one of them is Google My Business: free, the locator directs the customer to Maps.
SEO is pure strategy, optimising one’s own content means getting the right response to the needs of the public. Being there, however, is not enough, the relevance of the content is just as important as consistency in its publication. The language must address people, not too many technicalities. Competence is enough.
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Social media strategies
No matter how well one masters the language of social, aesthetic marketing must make use of influencers. Involving an influencer and, why not, a local advisor allows us to guide the target audience towards our aesthetic proposal. After all, what are social media if not the evolution of word of mouth? A few tricks can multiply its effectiveness.
Clustering the target audience is important, the social approach is more functional when targeting new contacts. Good lead generation allows other channels to be used to pamper customers, the social context is the ideal showcase to display results and stimulate testimonials. Here, advertising can go straight to the target audience.
Loyalty programmes
The quality of one’s offer is the first reason for customers to return. When the benefit is double, the next time is even more pleasant. The customer must be taken care of with dedicated attention; it is no coincidence that the birthday gift is always a successful approach. The dedicated discount always works.
Loyalty also passes through prize campaigns, perhaps by raffling off some of the most exclusive treatments. The beauty industry offers many ideas in this regard, offering a free gift of one of its services fuels the value of the beauty brand. WhatsApp is smarter, but even the classic SMS can provide welcome attention.
Local collaborations and partnerships
Relating with other professionals always fuels brand authority, conveys the idea of a reality that places professional enrichment at the service of the customer. If dialogue between technicians is important, so is conveying its benefits to one’s audience. It is necessary to do this in a simple but above all concrete manner; the customer must perceive the added value.
To collaborate means to give advice even free of charge, this communicates the right passion but also earns good publicity. Succeeding with local initiatives is a great way to put your brand into circulation, perhaps associating it with useful gadgets and gift vouchers but also discounts to use in the beauty centre.
Taking care of brand identity with Studio Conceptsnc
Aesthetics is beauty, the professional use of images is therefore part of the strategy. Visual communication makes the brand value aesthetic, so the target group can appreciate its strengths. The classic agency approach aims at targeted communication, made up of images that arrive because they reflect clear ideas.
Our marketing proposal starts with an analysis of the potential of the beauty brand, paying due attention to the study of competitors. Our experience in the beauty sector is the value we offer at the service of effective campaigns. Still life, social media, video and text are our languages. This is how marketing really gets there.
