PURPOSE

Assessment Task is designed for you to reflect and report on the process and quality of the marketing activity designed for your target market using digital technologies.

ASSESSMENT TASK

Scenario

You have just commenced working at eSpa. A salon based at Stone's Corner in the suburb of Greenslopes in Brisbane. eSpa salon has replaced an existing salon and now offers a choice of spa treatments, facials, eye treatments, nail services, makeup, tanning and waxing. Further information about the salon can be found in the business plan located here: eSpa Homepage

You are enthusiastic and looking for ways to build your clientele. Tuesdays and Wednesdays always seem quiet in the salon and the weekends are very busy. You are keen to pamper the existing clientele (mainly women aged 55+), but you also want to attract new customers. You are acutely aware that when you attract new customers, you need to create satisfaction for the customer as well as cash flow for the salon. The goal would be to create long-term customer relationships where you and the customer both win with value enhanced, satisfying exchanges.

Over the years, the area that the salon is located, has seen changes in demographics and cultural growth. Based on the information you find when researching the surrounding area, you narrow down and concentrate your efforts of marketing your products and services to a targeted market.

You can research the area and its demographics by clicking here: Australian Bureau of Statistics data for Greenslopes/Stones Corner

The growth and change in the community has seen an increase in portable communication devices such as smartphones, tablets and laptops. This has boosted the ability to be contacted or make contact anywhere and anytime. Traditional methods of reaching out to people with letters and print media are costly and time delayed. Hence the marketing objectives in the eSpa business plan are centered on digital engagement strategies for your target market.

A part of promoting your salon's products and services will include knowledge of the importance of keeping abreast of your competitor's activities. You are aware of at least 2 salons in the vicinity of Stone's corner and Greenslopes that are offering very similar products and services to your salon. It's now that you start formulating ideas and ways to market your products and services differently to them and promote your salon's unique selling proposition.

Assessment Task: Reflection

Now that you have researched, analyzed, planned and created a marketing activity for manicures and pedicures, consider the journey your customers have taken. The ideal scenario would resemble this:

Receive a promotional email > book an appointment > receive service > potentially purchase additional product/service > rebook and tell their friends!

a. Create an ‘after service questionnaire' (10 questions) that you email or ask the client to complete in the salon. The questionnaire needs to be designed to gauge the customer's reaction to the mail chimp promotion as well as identify future opportunities for change or improvement. The questionnaire must be ethically and culturally appropriate and align with customer and industry expectations.

b. Collate the data from client responses to identify the effectiveness of the marketing strategy. Display it in a table that is presentable for briefing appropriate personnel.

c. Describe what other methods you could use to evaluate the effectiveness of your promotion?

d. As this was your first attempt at marketing, you identified performance gaps that need corrective action if you are to conduct this promotion again in the near future.

i. Describe an identified performance gap and how you could improve it.
ii. How could you encourage other relevant people to propose ways of improving the marketing performance?

e. List 2 other ways you could plan and implement marketing strategies to promote products and services using digital technologies. Explain the costs and benefits for these strategies.

f. In your own words, draw your own conclusion to explain how relevant the marketing concept was.