beauty bar marketing research - mackenzie...

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Beauty Bar Marketing Research

Final Project Report

Prepared for:

Dr. Rebecca VanMeter

Prepared By:

Taylor Booher

Joshua Brown

Kaitlyn Crowder

Mackenzie McGilvrey

Mikayla Swoveland

Marketing 350 – Section 1

Ball State University

Beauty Bar Stars

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Ball State University

2000 W. University Ave. Muncie, IN 47306

April 2, 2015 Dr. Rebecca VanMeter Ball State University Whitinger Building 316 Muncie, IN 47306 Dear Dr. VanMeter: The immersive learning assignment presented to us by The Beauty Bar of Geist and Ball State University’s Marketing 350 class has concluded as of April 2, 2015. Thank you for authorizing the Beauty Bar Stars with such a task. We are happy to present to you the final report for the survey from our team. This report represents our findings from the data gathered through the survey we distributed to more than 1,200 people. The purpose of this report was to provide The Beauty Bar at Geist with the information needed to help make important strategic decisions for the future and success of their company. It will also be used to reach the potential clientele market.

Our team has included a copy of the report we have made that contains the methods, research objectives, limitations, and final findings of the research. The Beauty Bar Stars hope you find the information and recommendations provided helpful to The Beauty Bar at Geist.

We present this information in hopes of future success. If there are any questions, please contact our project leader, Taylor Booher, [email protected].

Sincerely,

Taylor Booher

Joshua Brown

Kaitlyn Crowder

Mackenzie McGilvrey

Mikayla Swoveland

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Table of Contents

Cover Page ……………………………………………………..…………..PAGE

Letter of Transmittal………………………………………………….….…2

Introduction…………………………….……………………………….....6

Research Problems and

Objectives……………………..…………………………………………….7

Method………………………………………………….…………………..7

Results………….………………………………………..………………….8

A. Have you ever received services from the Beauty Bar at Geist? B. How were you referred to your current salon, spa, or barbershop?

a. Verbally b. Text-messaging c. Facebook d. Twitter e. Instagram f. Yelp g. Pinterest h. Email

C. How likely is it for customers to recommend someone they know to their current salon, spa, or barbershop via certain social media platforms?

a. If unprompted-People that have received a service from Beauty Bar before i. Facebook

ii. Verbal Communication b. If prompted by your service provider-Current Clients

D. How likely are consumers to use the services offered at The Beauty Bar at Geist? a. People that have received a service from Beauty Bar before

i. Haircut ii. Color/Highlights

iii. Manicure iv. Pedicure v. Massage

vi. Skin Care Treatment vii. Hair Removal

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Limitations………………………………………………….….………….27

Conclusions and Recommendations………………………………………27

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Executive Summary

Purpose

This research study seeks to answer research questions posed by The Beauty Bar at Geist, a full service salon and spa featuring a full service bar. This study seeks to determine the likelihood to recommend a service to a friend via the social media sites. The study also searches to determine the awareness of the services offered at The Beauty Bar at Geist, based on current clients and non-clients.

Method

Responses gathered from the created survey consist of a convenience sample made up of Ball State University students, staff, alumni, parents, and members of the Muncie community. Friends, family, organizations, and social media friends were also included in this survey. We were able to collect 949 completed responses out of the 1240 people attempted the survey. This sample is not representative of a specific group. Results may vary in different states, country, and world.

Conclusions and Recommendations

Differences in Likelihood to recommend based on Social Media Platforms

When weighing the differences in likelihood to recommend a salon, social media outlets trail to verbal communication. Word-of-mouth is the most popular form of communication, showing that 48.9% of people were referred verbally. To improve the activity on social media platforms, the Beauty Bar at Geist should channel more promotions, like they do on Instagram, on their Facebook. From our data, we show that Facebook is more likely to be used when recommending salons, spas, and barbershops. In addition, their Facebook has more activity and followers in comparison to their other social media sites.

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Awareness of Services Offered based on Current Clients

The awareness of services offered, based on current clients, shows that they are aware and very likely to get a haircut at Beauty Bar at Geist. These clients are also very likely to purchase manicures/pedicures from the salon, as well. Massage services are somewhat likely to be purchased. The services most customers are unlikely to use are hair removal, skin care treatment, and color highlights.

Awareness of Services Offered based on Non Clients

The awareness of services offered, based on non-clients, shows that more “one-time” customers utilize nail services. They are aware of the other services offered, but prefer to use the nail services.

Introduction

The client, The Beauty Bar of Geist, is offering an all-inclusive salon for men and women in the Fishers, Indiana area. The salon is equipped with a full service bar to provide clients with the optimum in relaxation and fun. A bar linked with a salon turns the experience into an unforgettable event. By opening a bar and linking it with a salon, the necessity of getting one’s hair, skin, and nails done transforms into an memorable experience created by the hairdressers themselves. The Beauty Bar at Geist provides a space for parties, luncheons, and other celebrations for all ages. Events are held in this facility simply for the spacious environment and open atmosphere. It is a place to enjoy a cocktail while still tagging themselves as “kid friendly” to the public eye.

Salons and spas similar to The Beauty Bar at Geist are still a reasonably new experience for clients around the Indy area. These salons are more popular in the south, but have been growing to the Midwest as popularity and demand grows. These businesses that combine liquor with a service are currently in the introduction stage of the product life cycle, although they are growing rapidly. There are no direct competitors in the area, because no other salon in Indiana offers liquor for clientele. Most businesses only offer beer or wine. The Beauty Bar at Geist is the first of its kind to offer mixed drinks and shots to be enjoyed by clients.

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Research Problems and Objectives

Problem 1: The client would like to know what the best marketing vehicles are for their company. For this issue, we wanted to focus on recommendations and using those to help market their company.

Research Objective 1: Likelihood to recommend: Conduct a survey based on a convenience sample of people in and around the Fishers, IN area that would be likely to recommend Beauty Bar to others via: use The Beauty Bar’s services to determine if they would utilize a “Buddy Beauty Pass.” 2: Share location via Twitter or Facebook (and tag The Beauty Bar at Geist), or post a photo on Instagram with the location shared and The Beauty Bar at Geist tagged. This will be rated on a 7-point scale. (1= very likely to 7= very unlikely)

Problem 2: The client is concerned that many people in the Fishers area are not aware of the fact that they is a one-stop-shop for many of their beauty needs. The Beauty Bar wants consumers to know that they offer almost all of the services they may partake in, but have to go to more than one place for, at one place.

Research Objective 2: Awareness of Beauty Bar services: Conduct a survey based on a convenience sample of people in the Fishers, IN area. The survey format will have a list of the services that The Beauty Bar at Geist offers. The question following will allow the customer to rate their awareness that the Beauty Bar does offer these services on a scale. (1= not aware, 7= Extremely aware of all services)

Hypothesis: We believe that current salon users are likely to recommend the Beauty Bar at Geist’s services to unaware salon users via social media.

Method

For this project, we sent out an online survey asking for personal input on beauty services. The survey was created using Qualtrics software. Before distributing the survey, students were responsible for analyzing their questions to ensure there were no loaded, leading, double-barreled, ambiguous, or over-stated questions. We distributed the survey’s link through email, social media, text messaging, and personal contacts. Each student was encouraged to find sixteen participants to fill out our questionnaire.

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The Beauty Bar at Geist’s target market was set to reach the Fishers and surrounding Indiana areas. Because of our limited reach as students, we were restrained to those in and around the Ball State University community. As a result, we ended up with what is known as a convenience sample. This means the sample was distributed to users based on easy accessibility and accommodation. Our survey reached Ball State University faculty, students, and residents near the Muncie area. We were also able to reach parents, friends, and coworkers located closer to the Fishers area.

We ended up with a total of 1,240 respondents, but only 949 respondents were applicable for running our data tests. The 291 respondents not applicable for running our data tests were void responses because of their failure to finish the survey. After acquiring the data from the respondents, each group was required to analyze their own data by means of SPSS software. This software enables us to run different tests on the data (i.e. Frequencies, Descriptives, Paired Samples T-Test, Anova, etc.). As far as our specific survey, respondents used checkboxes and the likert scale to answer questions aimed at finding data relevant to our specific research objectives. We were then able to run frequencies, formulate null and alternative hypotheses, and hand-calculate the confidence intervals.

Results

The results of our analyses are presented in this section of the report and are organized by alphabetical characters. The subheadings under each of the alphabetical characters are associated with that heading’s analysis.

With each heading, we will present the research question, followed by the hypothesis if applicable. If we found a category to be non-statistically significant, we clarify that fact and omit the data table for that category.

A) Have you ever received services from The Beauty Bar at Geist?

We ran a frequency test to determine how many of the surveyed individuals have received a service from the Beauty Bar at Geist. Upon running this test, we discovered that 77.1% of the surveyed individuals have in fact received a service from the Beauty Bar at Geist.

This statistic is important because the people that have received services before will be the individuals recommending the business and it’s services to future clientele. When looking at the likelihood of recommending a business through social media platforms,

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we wanted to consider that 77.1% of those surveyed have received services from this establishment.

Have you ever received services from The Beauty Bar at Geist?

Frequen

cy Perce

nt

Valid

Perce

nt

Cumulati

ve

Percent

Valid Yes 317 25.6 77.1 77.1

No 94 7.6 22.9 100.0

Total 411 33.1 100.0

Missing Syste

m 829 66.9

Total 1240 100.0

B) How were you referred to your current salon, spa, or barbershop?

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We ran a frequency test to determine how many of the surveyed individuals were referred to their current salon, spa, or barbershop based on different communication platforms. Below are the results for each test we ran in regards to that specific communication platform.

a. Verbally The frequency test determined that 48.9% of the people that finished the survey were referred to their current salon, spa, or barbershop verbally. Of all of the forms of communication that we included as options on the survey, this was the most selected form of communication for referring individuals to their current salon, spa, or barbershop.

How were you referred to your current salon, spa or barbershop? -Verbally

Freque

ncy Perce

nt Valid

Percent

Cumulati

ve

Percent

Valid 1 464 48.9 100.0 100.0

Missing Syste

m 485 51.1

Total 949 100.0

b. Text-messaging The frequency test determined that 2.2% of the individuals that completed the survey were referred to their current salon, spa, or barbershop via text message. We do not find this data to be statistically significant and therefore, do not consider text messaging to be a commonly used source of communication for recommendations.

c. Facebook The frequency test determined that 5.1% of the individuals that completed the survey were referred to their current salon, spa, or barbershop via Facebook. From the data, we can say that this is the second largest form of communication when recommending a salon, spa, or barbershop for the people that we surveyed.

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How were you referred to your current salon, spa or barbershop? -Facebook

Frequen

cy Perce

nt

Valid

Perce

nt

Cumulati

ve

Percent

Valid 1 48 5.1 100.0 100.0

Missing Syste

m 901 94.9

Total 949 100.0

d. Twitter Based on the frequency test, 0.3% of the people that completed the survey were referred to their current salon, spa, or barbershop via Twitter. We do not find this data to be statistically significant and therefore do not consider Twitter to be a commonly used source of communication for recommendations.

e. Instagram Based on the frequency test, 0.6% of the people that completed the survey were referred to their current salon, spa, or barbershop via Instagram. We do not find this data to be statistically significant and therefore do not consider Instagram to be a commonly used source of communication for recommendations.

f. Yelp Based on the frequency test, 1.4% of the people that completed the survey were referred to their current salon, spa, or barbershop by the application, Yelp. We do not find this data to be statistically significant and therefore do not consider Yelp to be a commonly used source of communication for recommendations.

g. Pinterest Based on the frequency test, 0.2% of the people that completed the survey were referred to their current salon, spa, or barbershop via Pinterest. We do not find this data to be statistically significant and therefore do not consider Pinterest to be a commonly used source of communication for recommendations.

h. E-mail Based on the frequency test, 1.1% of the people that completed the survey were referred to their current salon, spa, or barbershop. We do not find this data to be statistically

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significant and therefore do not consider e-mail to be a commonly used source of communication for recommendations.

C) How likely is it for customers to recommend someone they know to their current salon, spa, or barbershop via certain social media platforms?

If unprompted:

a. Facebook H�= Of the people that stated that they have received a service from the Beauty Bar at Geist before, at least 50% of those surveyed would belong to the categories of “somewhat likely,” “likely,” or “very likely” to refer someone via Facebook to their salon, spa, or barbershop if unprompted.

H�= Of the people that stated that they have received a service from the Beauty Bar at Geist before, less than 50% of those surveyed would belong to the categories of “somewhat likely,” “likely,” or “very likely” to refer someone via Facebook to their salon, spa, or barbershop if unprompted.

At 95% confidence, we fail to reject the null hypothesis: “Of the people that stated that they have received a service from The Beauty Bar at Geist before, at least 50% of those surveyed would belong to the categories of “somewhat likely”, “likely”, or “very likely” to refer someone via Facebook to their salon, spa, or barbershop if unprompted.”

If unprompted, how likely are you to use each of the following to refer someone to your salon,

s...-Facebook

Frequency Percent Valid

Percent Cumulative

Percent

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Valid Very Unlikely 47 14.8 19.9 19.9

Unlikely 31 9.8 13.1 33.1

Somewhat Unlikely 15 4.7 6.4 39.4

Neutral 23 7.3 9.7 49.2

Somewhat Likely 46 14.5 19.5 68.6

Likely 36 11.4 15.3 83.9

Very Likely 38 12.0 16.1 100.0

Total 236 74.4 100.0

Missing System 81 25.6

Total 317 100.0

b. Verbal Communication

H�= Of the people that stated that they have received a service at The Beauty Bar before, at least 85% of those surveyed would belong to the categories of “somewhat likely,” “likely,” or “very likely” to refer someone via verbal communication to their salon, spa, or barbershop if unprompted.

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H�=Of the people that stated that they have received a service at The Beauty Bar before, less than 85% of those surveyed would belong to the categories of “somewhat likely,” “likely,” or “very likely” to refer someone via verbal communication to their salon, spa, or barbershop of unprompted.

At 95% confidence we fail to reject the null hypothesis: “Of the people that stated that they have received a service at The Beauty Bar before, at least 85% of those surveyed would belong to the categories of “somewhat likely”, “likely”, or “very likely” to refer someone via verbal communication to their salon, spa, or barbershop if unprompted.”

If unprompted, how likely are you to use each of the following to refer someone

to your salon, s...-Verbal Communication


Percent Cumulative

Percent


Unlikely 23 1.9 2.5 5.1

Somewhat

Unlikely 23 1.9 2.5 7.6

Neutral 38 3.1 4.1 11.7


Likely 260 21.0 27.8 53.5

Very Likely 434 35.0 46.5 100.0

Total 934 75.3 100.0


Total 1240 100.0

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If prompted:

H�= Of the people that stated that they have received a service at The Beauty Bar before, at least 60% of those surveyed would belong to the categories of “somewhat likely,” “likely,” or “very likely” to refer someone to their salon, spa, or barbershop if prompted by their service provider.

H�=Of the people that stated that they have received a service at The Beauty Bar before, less than 60% of those surveyed would belong to the categories of “somewhat likely,” “likely,” or “very likely” to refer someone to their salon, spa, or barbershop if prompted by their service provider.

At 95% confidence we fail to reject the null hypothesis “Of the people that stated that they have received a service at The Beauty Bar before, at least 60% of those surveyed would belong to the categories of “somewhat likely,” “likely,” or “very likely” to refer someone to their salon, spa, or barbershop if prompted by their service provider.”

How likely would you be to refer someone to a salon, spa or barbershop if a service provider

asked you to do so?

Frequency Percent Valid Cumulative

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Percent Percent


Unlikely 10 3.2 3.5 8.4

Somewhat

Unlikely 19 6.0 6.7 15.1

Undecided 48 15.1 16.8 31.9

Somewhat

Likely 73 23.0 25.6 57.5

Likely 80 25.2 28.1 85.6

Very Likely 41 12.9 14.4 100.0

Total 285 89.9 100.0


Total 317 100.0

D) How likely are consumers to use the services offered at The Beauty Bar at Geist?

People that have received a service at The Beauty Bar before:

a. Haircut H�= Of the people that stated they have received a service at The Beauty Bar before, at least 70% belong to the categories of “somewhat likely,” “likely,” or “very likely” to partake in the haircut service at The Beauty Bar at Geist.

H�= Of the people that stated they have received a service at The Beauty Bar before, less than 70% belong to the categories of “somewhat likely,” “likely,” or “very likely” to partake in the haircut service at The Beauty Bar at Geist.

At 95% confidence we reject the null and can say that less than 70% belong to the categories of “somewhat likely,” “likely,” or “very likely” to partake in the haircut service at The Beauty Bar at Geist. After running a frequency test, the data revealed that 45.6% of those that stated that they have received a service at The Beauty Bar before belonged

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to the “very unlikely,” “unlikely,” or “somewhat unlikely” categories, when asked if they would partake in the haircut service.

How likely are you to use each service offered at The Beauty Bar at Geist? -Haircut


Percent Cumulative

Percent


Unlikely 58 18.3 18.5 38.9

Somewhat

Unlikely 21 6.6 6.7 45.5

Undecided 27 8.5 8.6 54.1

Somewhat

Likely 25 7.9 8.0 62.1

Likely 26 8.2 8.3 70.4

Very Likely 93 29.3 29.6 100.0

Total 314 99.1 100.0

Missing System 3 .9

Total 317 100.0

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b. Color/Highlights

H�= Of those that stated they have received a service at The Beauty Bar before, at least 50% belong to the categories of “somewhat likely,” “likely,” or “very likely” to partake in the color or highlighting services at The Beauty Bar at Geist.

H�= Of those that stated they have received a service at The Beauty Bar before, less than 50% belong to the categories of “somewhat likely,” “likely,” or “very likely” to partake in the color or highlighting services at The Beauty Bar at Geist.

At 95% confidence we reject the null. We can say that of those that stated they have received a service at The Beauty Bar before, less than 50% belong to the categories of “somewhat likely,” “likely,” or “very likely” to partake in the color or highlighting service at The Beauty Bar at Geist. After running a frequency test, the data revealed that 56.6% of those surveyed belonged to the “very unlikely,” “unlikely,” or “somewhat unlikely” to partake in a color or highlighting service at The Beauty Bar at Geist.

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How likely are you to use each service offered at The Beauty Bar at Geist? -Color/Highlights


Percent Cumulative

Percent


Unlikely 67 21.1 21.3 49.7

Somewhat

Unlikely 22 6.9 7.0 56.7

Undecided 26 8.2 8.3 65.0

Somewhat

Likely 25 7.9 8.0 72.9

Likely 22 6.9 7.0 79.9

Very Likely 63 19.9 20.1 100.0

Total 314 99.1 100.0

Missing System 3 .9

Total 317 100.0

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c. Manicure

H�= Of those that stated they have received a service at The Beauty Bar before, at least 50% belong to the categories of “somewhat likely,” “likely,” or “very likely” to partake in the manicure service at The Beauty Bar at Geist.

H�= Of those that stated they have received a service at The Beauty Bar before, less than 50% belong to the categories of “somewhat likely”, “likely”, or “very likely” to partake in the manicure service at The Beauty Bar at Geist.

At 95% confidence, we fail to reject the null hypothesis: “Of those that stated they have received a service at The Beauty Bar before, at least 50% belong to the categories of “somewhat likely,” “likely,” or “very likely” to partake in the manicure service at The Beauty Bar at Geist.

How likely are you to use each service offered at The Beauty Bar at Geist? -Manicure


Percent Cumulative

Percent


Unlikely 29 9.1 9.2 20.4


Undecided 23 7.3 7.3 34.4


Likely 46 14.5 14.6 69.7

Very Likely 95 30.0 30.3 100.0

Total 314 99.1 100.0

Missing System 3 .9

Total 317 100.0

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d. Pedicure

H�= Of those that stated they have received a service at The Beauty Bar before, 50% belong to the categories of “somewhat likely,” “likely,” or “very likely” to partake in the pedicure service at The Beauty Bar at Geist.

H�= Of those that stated they have received a service at Beauty Bar before, less than 50% belong to the categories of “somewhat likely,” “likely,” or “very likely” to partake in the pedicure service at The Beauty Bar at Geist.

At 95% confidence, we fail to reject the null hypothesis: “Of those that stated they have received a service at Beauty Bar before, 50% belong to the categories of “somewhat likely,” “likely,” or “very likely” to partake in the pedicure service at The Beauty Bar at Geist.”

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How likely are you to use each service offered at The Beauty Bar at Geist? -Pedicure


Percent Cumulative

Percent


Unlikely 21 6.6 6.7 17.8

Somewhat

Unlikely 20 6.3 6.4 24.2

Undecided 13 4.1 4.1 28.3


Likely 56 17.7 17.8 65.6

Very Likely 108 34.1 34.4 100.0

Total 314 99.1 100.0

Missing System 3 .9

Total 317 100.0

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e. Massage

H�= Of those that stated they have received a service at The Beauty Bar before, at least 25% belong the categories “somewhat likely,” “likely,” or “very likely” to partake in the massage service at The Beauty Bar at Geist.

H�= Of those that stated they have received a service at The Beauty Bar before, less than 25% belong the categories “somewhat likely,” “likely,” or “very likely” to partake in the massage service at The Beauty Bar at Geist.

At 95% confidence, we fail to reject the null hypothesis: “Of those that stated they have received a service at The Beauty Bar at Geist before, at least 25% belong the categories “somewhat likely,” “likely,” or “very likely” to partake in the massage service at the Beauty Bar at Geist.”

How likely are you to use each service offered at The Beauty Bar at Geist? -Massage


Percent Cumulative

Percent


Unlikely 52 16.4 16.6 33.4


Undecided 56 17.7 17.8 62.1


Likely 29 9.1 9.2 89.5

Very Likely 33 10.4 10.5 100.0

Total 314 99.1 100.0

Missing System 3 .9

Total 317 100.0

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f. Skin Care Treatments

H�= Of those that stated they have received a service at The Beauty Bar before, at least 50% belong to the categories of “very unlikely,” “unlikely,” or “somewhat unlikely” to partake in a skin care treatment service at The Beauty Bar at Geist.

H�= Of those that stated they have received a service at The Beauty Bar before, less than 50% belong to the categories of “very unlikely,” “unlikely,” or “somewhat unlikely,” to partake in a skin care treatment service at The Beauty Bar at Geist.

At 95% confidence, we fail to reject the null hypothesis: “Of those that stated they have received a service at The Beauty Bar at Geist before, at least 50% belong to the categories of “very unlikely,” “unlikely,” or “somewhat unlikely” to partake in a skin care treatment service at the Beauty Bar at Geist.”

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How likely are you to use each service offered at The Beauty Bar at Geist? -Skin Care Treatment


Percent Cumulative

Percent


Unlikely 63 19.9 20.1 42.7

Somewhat

Unlikely 28 8.8 8.9 51.6

Undecided 54 17.0 17.2 68.8


Likely 28 8.8 8.9 91.1

Very Likely 28 8.8 8.9 100.0

Total 314 99.1 100.0

Missing System 3 .9

Total 317 100.0

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g. Hair Removal

H�= Of those that stated they have received a service at The Beauty Bar before, at least 40% belong to the categories of “very likely,” “likely,” or “somewhat likely” to partake in a hair removal service at The Beauty Bar at Geist.

H�= Of those that stated they have received a service at The Beauty Bar before, less than 40% belong to the categories of “very likely,” “likely,” or “somewhat likely” to partake in a hair removal service at The Beauty Bar at Geist.

At 95% confidence, we reject the null hypothesis: “Of those that stated they have received a service at The Beauty Bar at Geist before, at least 40% belong to the categories of “very likely”, “likely”, or “somewhat likely”, to partake in a hair removal service at the Beauty Bar at Geist.” After running a frequency test, the data revealed that only 33.1% belong to the “likely” categories, while 54.5% belong to the “unlikely” categories.

How likely are you to use each service offered at The Beauty Bar at Geist? -Hair Removal


Percent Cumulative

Percent


Unlikely 63 19.9 20.1 48.7


Undecided 39 12.3 12.4 66.9


Likely 31 9.8 9.9 89.5

Very Likely 33 10.4 10.5 100.0

Total 314 99.1 100.0

Missing System 3 .9

Total 317 100.0

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Limitations

When looking at the survey results, The Beauty Bar at Geist should consider that this survey was based on a convenience sample of 1,240 respondents with 949 fully completed surveys. Therefore, this study may not necessarily be representative of the city of Muncie or surrounding areas. In addition, results may vary if the survey were distributed to a more representative sample of the city of Fishers, IN.

Conclusions and Recommendations

Differences in Likelihood to recommend based on various social media platforms

Through tests, we discovered that the two most used forms of communication when recommending people to a salon, spa, or barbershop is verbal communication and Facebook. Communication through The Beauty Bar at Geist’s Instagram, as far as promotions go, is very prevalent. However, their Facebook is used more to post tips and tricks for Beauty. We recommend that they channel their promotions through Facebook as well as their other social media platforms because the posting to social media sites connected to The Beauty Bar at Geist should be unified. Facebook is a more used form of communication when it comes to recommending salons, spas, and barbershops. This is shown by their following on these social media sites. Their Instagram has only 200 followers, while their Facebook could reach a wider market with 2,730 likes.

Although the other social media forms did not have high likelihoods when asked if they would be used to recommend salons, spas, or barbershops, it is still important to have a professional presence on all platforms. We recommend that they still focus on upkeep

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of their social media sites, as well as possibly keeping the people posting on these sites consistent. Keeping the posts relevant to their business is also important. They should utilize these sites to not only share promotions, but also to showcase their business’s products and skill sets.

Awareness of Beauty Bar services

After running tests, we discovered that nail services such as manicures and pedicures are the services that individuals, who have received a service at The Beauty Bar before, are most likely to partake in. Since respondents were less likely to use services such as haircuts, coloring, hair removal, and facials, it could be beneficial to offer promotions for nail services. This would bring clients in the door, and then once they are there, they could be exposed to the other services offered inside.

When considering which types of promotions to utilize, The Beauty Bar at Geist should consider offering something such as a free beverage to any client who gets a nail service. Once they have tried the nail service, you could offer another promotion that is relevant to hair service, massage, or hair removal; such as a discount off of their first service of this nature.

Furthermore, we could also attribute this lack of likelihood to utilize these services (Haircuts, coloring, etc.), toward the fact that they are on the upper level of the salon. We realize that it is unrealistic to ask the Beauty Bar to redesign their salon to a different layout that allows clients to view all of their service options at once. However, doing promotions to increase the likelihood of use, as advised before, could also allow the clients to realize that these are in fact services they offer. In addition, signage to direct customers around the salon could help to increase awareness of the less frequently used services.

To attain more regular clients, The Beauty Bar at Geist should focus on getting customers in the door by promoting their most popular services; manicures and pedicures, through Facebook and verbal communication efforts. These two services seem to be the two that more people are willing to branch out on and try new salons for. Once The Beauty Bar at Geist gains the trust of clients through their nail services, they may be able to encourage them to branch out into the less popular services such as hair coloring and skin care treatments.

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