Project Description

Prostyles

Prostyles are a very well established high-end manufacturer producing hair extension products designed to supply the expert salons and technicians with quality hair products at very competitive prices.

Within just six weeks we launched a relevant marketing campaign to generate leads and increase sales through a multi-channel strategy including; event marketing, social media, email marketing, website, and sales funnel programme.

The Challenge

Prostyles have been in business for many years and in the past have had very little competition but due to increased focus and growth of the self-image market and trend extensions have become very popular especially within the celebrity world.  New entrants to the market have been very focused on taking market share using very aggressive marketing strategies using celebrity endorsements.  Prostyles have an amazing brand of very high quality and they are very reasonably priced however they were not shouting about it.  They had invested in the development of a new refreshed vibrant brand identity but had not fully utilised this with relevant marketing strategy and supporting content.

The process

They approached me with a very tight deadline of just 6 weeks to deliver their very first marketing campaign using their new brand.  This deadline was to include an event in London with Creative Head magazine which was supported with paid for advertising space in the magazine.   Timing also coincided with paid-for advertising space booked in OK Magazine which was placed by an article for Kerry Katona who was styled with Prostyles extensions.

As this was their first marketing campaign with their newly launched brand it was important that it was developed with the target audience in mind.  In order to do this, I carried out a thorough internal analysis of the business, the market place and competitors to develop a communication and matrix messaging plan that would enable us to communicate to the segments of their target audience in the correct way.  A full paid for digital marketing campaign was developed across paid for and organise social media, email marketing, and PR.   All literature and competition launched to capture leads at the event and website pages updated to support the campaign and create a call to action.

Results

The campaigns were hugely successful achieving a phenomenal increase in sales by 100% during the month following the campaign.  A large list of leads was captured with training booked with 10 salons to become a new stockist of the products along with 50 new mobile stylists registrations.   New templates and processes were set up to manage all future campaigns effectively and consistently.