'Barber Shop'

BARBER SHOP CREATIVE STRATEGY BRIEF

2/10/07

CLIENT: BARBER SHOP BAR2-07IV1

BACKGROUND
Currently called Arnie & Dick’s Barber Shop, the shop is located in Middleton, WI. It has been in the same location for over 40 years and has been in the Middleton area for 60 years. Until last year, it was owned by two gentlemen, Arnie and Dick. It was recently purchased by Lisa, who has worked as a barber at The Stadium Barber for over 20 years. The clientele of the Barber Shop was steady, however it has aged and many of the clients have been going there for a long time. Lisa the current owner is looking to rename the Barber Shop and create a brand identity to attract new clientele.

STRATEGY
Through advertisements develop a brand identity for Barber Shop. This will include a name; advertisements, direct mail, in-store signage and the overall feel of the Barber Shop.

HOW WE’LL KNOW IT WORKED
Increase in awareness of the Barber Shop

Increase in traffic and clients for Barber Shop

MESSAGE BARRIERS
The Barber Shop has little name recognition outside of their current clients and will be using a different name.

Money. This is a small Barber Shop that cannot afford to advertise, as larger ‘chain’ stores such as Cost Cutters are able to. We need to develop a brand identity that will be used for in store signage, look and feel and in order to develop a quality customer experience and generate referral business.

THE CUSTOMER
Men looking for a quality haircut and comfortable experience. They are loyal and looking for “their” barber to cut their hair. They like to know the people at the Barber Shop and have them know who they are. It is a personal touch that they are looking so they don’t have to explain how they want their hair cut each time they go in.

CURRENT ATTITUDE
“I get my hair cut like everybody else, but I have not found ‘the place’ that I go. I frequent Cost Cutters and other such chains, but the people are always different and of all different levels so I do not get the highest quality. I wish there was a ‘town barber’ that would take the time to get to know how I want my hair cut and actually care about getting to know me personally.”

DESIRED ATTITUDE
“I go to ‘Barber Shop’ because they know me personally. I do not have to explain how I like my hair each and every time I get my hair cut. They take the time to get to know me and the same people are there every time I visit. It is comforting to know that the quality of my haircut is predictable and not ‘up in the air’ depending on who happens to be working there that week like at a Cost Cutters.”


MY HEADLINE
“Barber Shop is the place I go because of the high quality and the one-on-one personal attention that I cannot find anywhere else.”

SUPPORT
The Barber Shop has been in the same location for over 40 years.

Lisa, the owner, has over 20 years experience as a barber in Madison, WI.

MUST-HAVES
A BIG idea is needed. This will be carried through all touch points to the customer including how we communicate with them and the look and feel of the interior.