Blog 1: Buyer Persona and Marketing Objectives
Blog 1: Buyer Personas and Marketing Objectives
Company Overview: Status Glow
Status Glow is a tanning salon based in Manukau, Auckland, which provides tanning and beauty services. The company, founded in 1994 as Body Bronze, changed its name to Status Glow on June 2022 by its new owner, Omer Gilroy (Gilroy, 2022a). The brand's mission is to inspire clients to put self-care first and encourage them to raise their status and glow (Gilroy, 2022b).
Status Glow offers full and half body spray tans and packages for school balls, muscle competitions and bridal parties. Spray tans are the service I will focus on for this blog.
Persona 1 - Awareness stage
Awareness Needs and Frustrations
Debbie needs to look fabulous for the awards dinner to impress not only her boss but potential love interest. Her friend also mentioned she would "look amazing if she had a spray tan".
Spray tans are now on Debbie's radar as something that could help with her transformation. With the awareness of spray tans, she starts researching.
A few frustrations that concern Debbie are that she has never had a spray tan, and has heard/seen horror stories about some people turning orange and grey. She is quite anxious about stripping down in front of a stranger, so would need some assurance of privacy. She is also quite particular about cleanliness.
This is where Status Glow would come and save the day by creating content to answer her questions through blog posts/articles, videos, infographics, or social media posts (Rayco, 2021).
Example content:
- Benefits of a spray tan - how it can make people feel sexy.
- How to prepare for a spray tan
- Spray tan process, how does it work?
- A behind the scenes tour of the facilities highlighting health and safety factors and cleanliness
These articles/posts could bring Status Glow to the top of the consumer's mind increasing brand awareness.
Persona 2 - Consideration stage
Consideration Needs and Frustrations
Tia wants to get a spray tan for her wedding day and honeymoon, and is familiar with the process as she has had spray tans before. One of her frustrations is that her tanning salon has closed down, so she needs to compare other salons. She is considering different options, such as "self-spray tan versus professional spray tan", and looking at salons to compare. If she did get a professional, she needs one that pays attention to detail to cover up her eczema and is reliable and quick due to her busy lifestyle.
Example content:- Self-spray tan versus a professional spray tan?
The consumers are not ready to buy and still deciding whether your solution is a good fit for them (Sellers, 2022).
Example content:
- Self-spray tan versus a professional spray tan?
The consumers are not ready to buy and still deciding whether your solution is a good fit for them (Sellers, 2022).
Persona 3 - Decision stage
A larger version of this image is available to view here: https://ibb.co/t8Fjfnv
Decision Needs and Frustrations
Jakub needs a professional spray tan job done for his upcoming bodybuilding competition. Although Jakub has hesitations due to a bad experience in the past, Status Glow is on his shortlist due to his partner's recommendation. He needs a professional that has had muscle competition experience. He will definitely be basing his decision on other reviews and testimonials available from Status Glow and other third-party websites such as Google Business Profiles.
To answer questions immediately on the website, chatbots help with conversions in the decision stage (Sellers, 2022).
Campaign Strategy for Status Glow
Campaign Goal - Increase Brand Awareness
Since taking over the business from Body Bronze, Status Glow's goal has been to increase Brand Awareness. By gaining more followers and website traffic, Status Glow hopes to increase leads for the business.
S - To increase Brand Awareness by growing traffic to the business-owned media channels by 30% within 6 months.
M - Increase followers, views/shares/post reach and website traffic from Social media presence and Search Engine Marketing by 30%.
A - This can be achieved by putting a solid social media strategy along with SEM, as Google has a 91.7% market share of search engine traffic (Similarweb, 2022), and people regularly search on Google for beauty services.
R - Expanding brand awareness on social media by creating content for the target audience segments can help increase leads and, hopefully, conversions.
T - The timeframe is six months.
Objectives
Objective 1
Increase follower count on social media (Instagram and Facebook) by 15% within 6 months.
1. Share before and after stories (These will be called Tansformations) with a testimonial quote on Instagram and Facebook, using high-quality graphics that make the posts stand out
2. Share checklists such as "7 tips on how to prepare for a spray tan."
3. Partner with a female and male Influencer from the New Zealand Federation of Body Building and Fitness, and do a video from a top body building competition.
Objective 2 - Increase website traffic by 15% within 6 months
Content Strategies
1. Optimise the website for Search Engine Optimisation, and add a blog that is regularly updated. A solid website foundation needs to be in place when traffic comes to the website.
2. Create a Google Ads campaign targeting people aged 18-39 (Gregory, 2022) in Auckland, for keywords like "spray tan Auckland" (see Figure 4)
Figure 4
3. Post-high-quality image posts on social media promoting a 20% discount for new customers, with a CTA to a landing page.
References
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