completed bevel mktg plan
TRANSCRIPT
Page 1 of 28- Bevel IMC Plan
BEVEL-MARKETING COMMUNICATION PLAN
Immanuel Howell-Bey
MBA Candidate
Roosevelt University Heller College of Business
IMC 409- Methods of IMC
Spring 2016
Page 2 of 28- Bevel IMC Plan
EXECUTIVE SUMMARY
The goal is this marketing campaign to assist Bevel in increasing overall brand awareness, sales,
and market share with their target audience of African Americans and other minorities aged 19-
45 years who are looking for a solution to skin irritations. The campaign is entitled the Question,
which will feature the message: “Are Multi-blades for you?” This message is directly targeted at
your current competitors Proctor and Gamble who dominate the men’s Multi-blade shaving
market with Gillette brand razors and products. This message is designed to make current
minority men question why they’re using Gillette brands, and to educate them on the damage
that those products are doing to their skin. This campaign seeks to increase sales and raise
overall brand awareness by making current customers market their experiences, in the form of
video testimonials (vlogs) to social media followers and friends. Many people make buying
decisions based on the recommendation of those closest to them and the overall number of ways
they’re directly marketed to.
We are proposing a number of tactics that when combined with the Video Testimonials will
create a lot of buzz about the product:
- Public Relations: Building relationships with Pubic Blogs, YouTube Channels, Celebrity
Endorsements
- Digital Marketing: Facebook, Instagram, YouTube, Twitter, Pinterest
- Event Marketing: Barbershops
- Sales Promotions, Contest, Sponsorships
- Direct Marketing – Emails, Text, Newsletters
This marketing campaign will be the first that markets directly to minority customers who have
been ignored by mainstream grooming products for years. By directly marketing to our target on
all fronts we have the opportunity to profit off of the minority Trillion dollar buying power.
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Table of Contents
Executive Summary …………………………………………………………………… 2
Business Situation Review…………………………………………………………….. 4
Strengths………………………………………………………………………............. 4
Weaknesses……………………………………………………………………………. 5
Opportunities…………………………………………………………………………… 6
Threats………………………………………………………………………................ 8
Secondary Research……………………………………………………………….…... 8
Trends………………………………………………………………………………….. 8
Buying Behavior…………………………………………………………………….…. 9
Competitors…………………………………………………………………………….. 9
Positioning……………………………………………………………………………… 11
Analysis of Communication Situations………………………………………………… 12
Communication Objectives…………………………………………………………….. 12
Marketing Objectives…………………………………………………………….…. 12
Marketing Communication Objectives……………………………………………… 12
Strategic Idea ………………………………………………………………………….. 14
Target Audience Analysis …………………………………………………………… 16
Competitive Target …………………………………………………………………….. 18
Message Analysis………………………………………………………………………. 18
Program of Tactics ……………………………………………………………………… 20
Questions in Forum…………………………………………………………………… 21
Sales Promotions/Contest……………………………………………………………… 21
Public Relations…………………………………………………………………………. 22
YouTube Promotion…………………………………………………………………… 23
Marketing Event ……………………………………………………………………… 23
Paid Advertisement …………………………………………………………………… 24
Podcast……………………………………………………………………………… 24
Music Sharing Service ……………………………………………………………… 25
Endorsements…………………………………………………………………………… 25
Executions ……………………………………………………………………………… 26
Final Conclusions………………………………………………………………………. 27
References…………………………………………………………………………….… 28
Page 4 of 28- Bevel IMC Plan
Business Situation Review
Strengths
Bevel- A shave system with black men in mind
Bevel is a company that can relate to its target market. Like many men of color we have all asked
ourselves – “What can I do to stop razor bumps”? Potential customers are drawn to Bevel
because of the CEO’s story- A young graduate student wanted to find a solution to cure his razor
bumps caused by using products that were on the market. Most men are defeated and simply to
shaving all together or rely on home remedies to combat this Issue. Tristen Walker saw the lack
of commercial products on the market that directly target this issue and started Walker and
Company and design a product with People of Color in mind.
All in one packaging of razor and natural Skin Care system
Bevel’s Shaving system is in line with what Dermatologist suggest, is the only method that men
of color should follow during their shaving routine. Due to having curse and curly hair, hairs
must first be soften and lubricated prior to applying shaving cream. Bevel provides priming oil
which contains olive and lavender oil that adds a layer of protection against irritation and
swelling. Next step Dermatologist suggest that the skin must be exfoliated and lifted which
Bevel achieves with its engineered Brush and Shave cream with White Tea and Aloe Vera. Then
there is the razor itself, a steel double single blade razor that cuts hairs close but not deep below
the surface. Doctors don’t recommend anyone who may suffer from razor bumps or skin
irritation to use multi-blades as cutting too deep will cause bumps and irritation. The final and
most important step is the aftershave. Alcohol which is a key ingredient in most popular
Page 5 of 28- Bevel IMC Plan
aftershave brands is harsh and dries the skin. Bevel’s aftershave is made with tea tree oil, jojoba
oil which repairs and moisturizes the skin.
Low Cost subscription service
Today Bevel has a large community filled with people of color, many of which are first time
shavers. They love the convenience of signing up for a system and not having to worry about
running out of the products they love. With the inexpensive monthly subscription service,
products arrive every to customers home every 30 days.
Online community to assist first time users
Bevel has grade-A customer service representatives, but also an online forum that lends a
helping hand to gentleman who are new to the service. The employment of the “Each one, Teach
one” initiative is key to the family atmosphere and it makes new users feel welcomed and apart
of the Bevel family.
Weakness:
Bevel is a hidden gem.
It’s a great product that lacks mainstream advertising and widespread distribution. Products are
currently only offered online through the GetBevel.com website. While this may create a cool,
exclusivity factor for the product, it has proven to prevent market share growth for the Walker
and Co flagship product.
Page 6 of 28- Bevel IMC Plan
Credit Cards Only
Due to online only purchases, customers without credit cards are locked out the opportunity to
purchase Bevel products. Also older men who may not be technically skilled with using the
internet may also miss out on purchasing your items.
For Men Only
The Bevel brand only caters to men of color. African American women face the same lack of
mainstream grooming products of their male counterparts. Bevel is missing out on a
demographic that they can assist.
Other minority groups
While it is known that black men suffer from skin irritation from multi-blade razors, Asians and
Latinos are also suffering from lack of products aimed to assist them with skin irritation. Both of
these demographics represent a large portion of the country and could help increase market
share.
Opportunities:
Bevel has a great opportunity to drive customers away from main stream competition.
Let’s get younger
With a target market aged at 21-40 there is room to market the Bevel Shave system to younger
men of color. College aged students 17-20 are looking for a clean look as they are taking part in
student leadership as well as internships. Currently men of color are in that age demographic are
purchasing the Gillette Fusion Power sensitivity Razor or relying heavily on their barber for their
Page 7 of 28- Bevel IMC Plan
facial grooming needs. By directly marketing to this segment, there is an opportunity to get an all
in one shaving kit in their heads has the opportunity to be a gateway to those teens becoming
lifelong Bevel men.
Women of Color
African American women spend 5 times the amount on grooming products then their male and
white women counterparts combined. Venus Shavers are receiving a large portion of that market.
By creating a product designed to eliminate razor bumps in women, Bevel will gain minority
women customers that Venus currently holds.
Sensitive Skin
Men with acne and sensitive skin will benefit from directly marketing your natural skin care
products that are included in your Bevel Shaving kit (natural face lotion, face prime oil,
exfoliator), current leaders Dollar Shave Club, Gillette and Harry’s aren't offering products to
fight and prevent irritation. We can take customers away from those companies due to their lack
of product offerings.
All Minorities
Current Marketing Material focuses on African American men, while other minorities such as
Latinos and Asians also are unable to use multi-blade razors. Data shows that many minorities
are using Schick Hydro razors. Increasing marketing materials that features all men of color
would ensure that they too feel that this product is for them.
Page 8 of 28- Bevel IMC Plan
Threats:
Procter & Gamble who owns over 60% of the shaving market has created an online shaving club
that currently reaches 20% of the market. Currently they follow and lead the multi-blade shaving
trend, yet if they created a single blade shaver it could cause an issue with the Bevel Target base.
L’oreal who is a very popular brand in the African American community due to their skin care
products, could break into the men and women shaving sector. Having already secured a place in
the mind of minorities if they entered the market they could have a large market share that would
compete with Bevel.
Secondary Research:
Trends
In the African American Community, growing long facial hair
has been a leading trend for years. It’s become more of a
mainstream phenomenon with famous NBA star- James Harden
(pictured left) Hip hop superstar Rick Ross (pictured right)
growing their breads to an extremely long length. But that
doesn’t mean that men of color aren’t
shaving or using grooming products.
Male skin care is one of the beauty industry's fastest-growing sectors.
According to a study done by Mintel, African-American consumers
make up an estimated $774 million in retail sales, and within that
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report it showed that AA Men are more likely to use grooming products, moisturizers, and
razors. Although growing their beards longer African American men are shaving the neck area.
Black men groom more frequently in order to maintain a clean clear facial hair look.
Buying behavior:
Large companies such as Proctor and Gamble simply don’t market their products to the African
American community. According to data from Defy Media 40% of men whom purchased their
grooming products in the last 3 months were made aware of them by close friends or family.
African American consumers are five times more likely to purchase ethnic beauty and grooming
products on personal-hosted websites than any other ethnic group, according to a consumer
report published by Nielsen. Local Ads, coupons and mailers were almost equally effective at
spreading the word: 41% of respondents said they were made aware of a grooming product they
purchased in the previous three months thanks to well-executed advertising.
Competitors:
Proctor & Gamble: Gillette Pro-glide with Flex ball technology sales for
$12.09/razor blade. It is a 5 Multi-blade razor designed for sensitive skin.
It uses Gillette’s soft, protective micro fins to help protect skin from cuts
and nicks. It also features a Pro-shield with lubrication. Gillette Marketed
this product in Ebony Magazine and many people of color are consumers
of this product despite some according to reviews still experiencing razor
bumps.
Page 10 of 28- Bevel IMC Plan
Dollar Shave Club currently has 58% of online subscription grooming market, and is the No. 2
cartridge brand by volume With large TV ads their business have
grown at an high rate. By offering a low rate monthly subscription
of $1/twin razor they have shown that they are a real threat to
Gillette and the Men Grooming Market. The addition of Shaving
products, some of which are natural is direct competition for Bevel.
The Humble Twin is a dual blade razor and its main consumers are those with sensitive skin.
Schick prides itself on offering the best sensitive multi-blade razors
on the market. The Hydro 5 Sensitive Razor is the flagship
sensitive razor for what is now the 3rd
ranked Multi-blade brand in
the United States. Due to its sensitivity reviews and marketing men
of color represent 14% of the customer base for Schick.
Local Barbershops African American men on average get a
haircut/trim every 8 days. The barber is the trusted hair guru who
helps you achieve the look of your favorite celebrity or style icon. It is also the only place that
many trust receiving a shave. Due to the fear, lack of
knowledge, or available products many men of color leave
all skin shaving care up to master barbers. But electric
trimmers mixed with improper techniques cause the same
irritation and razor bumps as multi-blade razors.
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Positioning In the male grooming market Bevel positions itself as the lone Single blade shave
system designed for men of color on the market. It is also one of the few that directly targets
black men. Major grooming brands such as Gillette, and Dollar shave club only market to the
mass audience and consider minorities as the Niche market. Bevel positions itself as the true
solution to skin irritation faced within the minority community particularly American Americans.
SINGLE BLADE MULTI-BLADE
LOW COST
HIGH COST
Gillette
Dollar Shave Club
Barbershop
Schick
Bevel Shave System
Page 12 of 28- Bevel IMC Plan
Analysis of Communication Situation
Bevel is doing a great job at connecting to its audience, being featured a number of times in
fashion magazines Gentleman Quarterly, Esquire, In-style, tech giant websites Cnet.com,
Engadget, and the Huffington post. Bevel has been named GQ 2015 grooming product of the
year and has inked many celebrity endorsements in the African American community. Hip hop
legend Nas, NBA legend Magic Johnson, current NBA superstar Carmelo Anthony have all help
Bevel with brand awareness.
Marketing Objectives:
The primary objective is to build on momentum from celebrity endorsements and magazine
publications to increase marketing share and raise overall brand awareness by 10% by fall 2016.
Use the increase of local demand to start the pull strategy in order to get products into large chain
retail stores. Marketing communication outline to achieve this objectives are as follows:
Marketing communication objectives:
The marketing communication tools used to complete our objectives will be – direct marketing,
advertising (magazines, podcast, music sharing apps), social media (facebook, twitter, Intagram,
Snapchat, Vine,) digital marketing, (blog, Bevel website, Newsletter) Public Relations (Events,
Brand Ambassadors), and sales contest/promotions. Each tool when combined will raise
awareness, by being visible in more places, customers. We want customers to will feel a
connection with the product and the Bevel brand. The goal is to get a conversation started and
raise the consciousness of our consumers, and ensure that word of mouth will make the Bevel
shave system a product creditable, and reputable.
Page 13 of 28- Bevel IMC Plan
The new campaign “Are Multi-Blades 4 U” will serve as a message that will focus on educating
men about the negative effects of Multi-blade Razors on their skin. This will serve as a rally cry
to let men of color know that there is an alternative to the mainstream market trend of multi-
blade razors.
Advertising will continue to be done in popular fashion magazines, but I would like add Ebony,
Black Enterprise, Jet, XXL, and Sports Illustrated. These magazines are popular among our
target audience; they also feature our popular endorsers. Ads in these publications will increase
the likelihood of our message reaching our intended audience.
The campaign will of course be advertised throughout the Bevel website and blog. Being that
African Americans make a ton of purchases through personal websites and blogs, Bevel already
has the framework to capture more of this market. Adding subscribers to the blog will be
extremely important to carry the campaign message to current and potential customers.
Social Media is a place where individuals communicate their ideals and daily habits to the world.
While we will place banner ads on each of these medias, we will also use our current customers
to spread our campaign message by using hashtag #AreMultiblades4U. Using the data from
Buying Behavior section we know that men buy items because their friends and family have
recommended them to use it. In this new generation “followers” or “friends” on social media
also draw people to make purchase decisions.
Sales Promotion/Contest will be combined with the social media hashtags to encourage our
customers to participate. This will bring more local awareness to our brand and add to our
creditability, that not only celebrities but real people use the Bevel product.
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Public Relations will be used as the glue to bring Brand Ambassadors to carry our message.
Spreading our message to barbershops, events and other key figures will increase brand
perception and create the “essential factor” Bevel needs to be a staple item in the community. It
will also be important to use other avenues of new media such as podcast sponsorship and music
subscription services, as both reach millions of users.
Strategic Idea
This communication strategy will be aimed directly to American minority men aged 19 to
45 with coarse and curly hair, who are seeking guidance on grooming techniques due to their
struggle with skin irritation and razor bumps. In order to reach our target market and gain their
attention I propose that we start with a digital marketing campaign that asks a simple question-
Are Multi-Blade Razors for you? The answer to this question will be the baseline of attracting
and educating customers on the harm of multi-blade razors. We will then in turn explain why a
single blade has been the blade of choice throughout history. We will explain the benefits and
exactly how to use this grooming tool effectively.
The digital marketing strategy will roll out using platforms that are already in use by the
bevel company. The website and blog will serve as the central hub for users to see
advertisements and articles featuring images of men using the products and gaining education for
proper techniques. The “Are Multi-Blade Razors for You” question will be posed to the Bevel
community forum in order to encourage current customers to start a conversation and share
stories of their troubles using the razors and how bevel has been a solution. Direct newsletters
will be sent to blog subscribers to explain that Bevel wants to take the AMBR4U campaign
conversation to social media, and encourage everyone to use the hashtag #AreMultiblades4U.
Page 15 of 28- Bevel IMC Plan
During the social media push, we will also email E-newsletter to our subscribers encouraging
them to create and share their own Vlog or Social media post answering the “Question”. A free
30 day supply of Bevel grooming products will be awarded to those whom create the best videos.
The Vlogs will feature men using the Bevel System and giving testimonials of why Bevel is the
true alternative to Multi-blade razors on the market. The Vlogs will then be place on other
popular social media- YouTube, Instagram, Snapchat and shared on Facebook, and Twitter. This
campaign message is designed to speak directly to Gillette customer base. We want them to
question their shaving techniques and know that not only does Bevel offer a quality and superior
product but an entire system which will save them money over the lifetime of product use.
During this time we will use our Public Relations team to reinforce our message and spread it to
blogs, magazines, podcast, and internet radio stations and popular YouTube review channels.
They will also host events at local barbershops to encourage barbershops to carry our product
and become our local brand ambassadors.
Through our social media and digital campaign, potential customers will begin to
recognize the Bevel brand but we have to transition that interest into sales. This is where I
believe the digital marketing paired with Bevel being offered for online sale exclusively helps.
By ensuring that each vlog, blog and social media post will feature links to the product for
purchase; customers will make quick buying decisions. Through the sale subscription service
that you offer each new customer is generating 3 months of revenue and continued business.
Once we physically enter the community through barbershops, barbers will use and sell our
products which will create demand.
Page 16 of 28- Bevel IMC Plan
The positive impact of this successful campaign will be measured and evaluated by the number
of website clicks, vlog shares and subscriptions it generates as well as the sales volume.
Expressing our gratitude to our customer base at the conclusion of the campaign will serve as an
opportunity to drive more awareness and show that we care about our customers. This also sends
a message to our new customers that they now belong to the Bevel family.
Target market analysis
The target markets for the Bevel Shave System are African American and other minority men
aged 19 to 45 with coarse and curly hair who are able to grow facial hair. These men may lack
proper shaving knowledge, suffer from ingrown hairs and/ or razor bumps and are looking for a
solution.
Why this demographic?
Age- By the age of 19 men are starting to grow into habits that will remain for the remainder of
their life cycle. When men find an essential product such as a grooming product that works it is
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very difficult to change their habits. By gaining share of this age demographic we are ensuring a
potential life-long customer relationship.
Race/Nationality- It’s simple science that has been proven that single blade razors dramatically
reduce the risk in men of color from having razor bumps. It also known that current market
leader Gillette doesn't have a single product that is aimed for men of color. By ignoring this
customer base it is only natural that they are looking for a company to cater to their needs, and
Bevel is that solution.
Is the target big enough?
African American men spend millions of dollars on grooming products annually, and most of
that money is going to products that don't directly market to them.
Will the target be easy to convince?
Minority men have been quietly suffering from skin irritation without a real widespread solution;
we want to attract those men with our message. The “Are Multi-Blade Razors for you” campaign
ads picture minority men, the psychological importance of this cannot be overstated. To be able
to see advertisements that you can relate to and hear stories that are far too common to your own
will convince potential customers to spend their money on the Shave System. The impact of this
relatability will cause the world to spread and convince others whom are in the same
circumstances.
Page 18 of 28- Bevel IMC Plan
Message Analysis
Are Multi-blade Razors for You?
This is a question that on the surface is extremely simple and streamline, with a simple yes or no
answer. Either they are for you or they aren’t. But it actually taps into the emotions of those who
for years have walked down the aisle of Target or Walmart and tried to find a solution to simply
shave their face. It’s painful to realize that none of the boxes in the aisle feature a face that looks
like you, and that 3, 4, 5 and now 6 blades will do more harm to your skin then help. This
message is relatable to anyone who has been in that situation. Or anyone who has tried to shave
and ended up with a neck full of embarrassing razor bumps. The answer to this simple question
has an answer in the form of a solution which is Bevels shave system. Bevel’s founder is a guy
who asked himself this same question and created a brand so that others never have to go
through the trouble of not having a product designed for their skin. There is 100 years of history
behind the multi-blade competition, but Bevel need not worry. This campaign message will
inform consumers that Bevel is not just a grooming company with just a few shaving products,
but rather a problem-solving company. None of the current shaving businesses market a single
bladed razor, and Bevel's subscription is cheaper than other competitors.
Competitive Target
Our message focuses on the damage that Multi-blade razor can have on men of color’s skin. And
although dermatologist recommend heavily against the use of multi-blade razors, men of color
still use these products as they feel they simple don't have a choice. Gillette whose parent
company Proctor and Gamble are the lead in multi-blade shaver market. Our number one goal is
to successfully gain market share from Gillette, our number one competitor in the market.
Page 19 of 28- Bevel IMC Plan
Gillette has built its brand on the creation of the multi-blade system. In the early 1970’s their
creation of the Trace II was marketed as ‘a product that reduces the amount of force needed to be
applied to the face and thus reduced the amount of irritation to the skin’. They were extremely
successful because of advertising campaigns and slogans denigrating the straight razor's
effectiveness and questioning its safety. This effectively started the revolution of what we see
today-three to five to seven blade razors. But how much research has been done behind the true
science of what a multi-blade does to hair above and below the surface.
Bevel’s advantage over Gillette is in the science of the effects of a multi-blade razor.
Let’s take a look at a three blade razor- Mach3 which has been the leader of Gillette product line.
This product markets itself as the fastest way to receive a close shave. The three blade system is
designed to use multiple blades to achieve a close shave. The first blade that passes pulls your
hair in an upward direction, the second blades cuts the surface hair while the third cuts hair
beneath the skin. While this does produce a close shave, it also increases the risk of trapping
hairs beneath the skin which is the number one cause of ingrown hairs. This irritation is
especially more likely to occur if the user has coarse or curly hair. The single blade system while
timely, avoids cutting hair below the surface.
Using an evidence-based approach to market the Bevel grooming system by educating and
informing users of the direct differences between multi-blade and single edge razors, will
increase credibility to the brand. Also by comparing our shave system to a widely known and
respected system will bring awareness to those who may have heard about the Bevel Shave
System.
Page 20 of 28- Bevel IMC Plan
Program of tactics:
We plan to use a number of well thought out tactics to build momentum and covey that Bevel is
aimed at providing an end to skin irritations and razor bumps caused by multi-blade shavers and
improper shaving techniques in men with coarse and curly hair. The tactics will roll out in
particular order to increase the knowledge of the message.
Advertisements and Stories on Bevel Blog/Website
The first tactic will be creating stories and advertisements on the Bevel website. The first story
will be titled with our campaign message: “Are Multi-blade razors for you” in this article we will
compare multi-blade razors with single blade razors. Information from this article will serve as a
baseline to our campaign. Accompanying this article will be photos of razor bumps and how
multi-blade razors cut users skin deep below the surface. More ads displaying pictures of men
shaving with easy Bevel Shave System steps.
Questions in the Forum
Using the Bevel blog, moderators will encourage the bevel community to share their stories with
using multi-blade razors. These forum stories are designed to give more first-hand information to
the Bevel community, in hopes that they will share this information to family and friends.
Social Media Hashtags
The next step in the campaign will be the use of social media hashtagging. We want the
community at large to be informed about Bevel’s awesome products. We know that social media
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is a key communication element and reaches individuals far quicker than any other media today.
Through a newsletter sent to our community we will encourage the Bevel community to post
pictures, videos testimonies accompanied with the hashtag: #AreMultiblades4u. Our goal with
the hashtag initiative it to make it a trending topic. We want to start an online conversation with
potential customers, and make them question their current grooming techniques. When
individuals see their friends and follows discussing issues with Multi-blades, they will research
the company and become potential customers. One we gather steam with the hashtag initiative
we will turn it into a contest.
Sales Promotion/Contest
The Bevel brand #AreMultiblades4u contest rules will be designed to increase flow of traffic to
Bevel website, as well as provide free marketing and promotion for our campaign message. For
those who want entry into the contest, they must first add the Bevel social media accounts -
Facebook, Instagram, Twitter, and Pinterest. Next contestants must share one of Bevels: Are
Multi-blade razors for you blog post. Contestants must then post a Video message to their
personal social media account with the #AreMultiblades4u hashtag. The contest will last for 3
weeks and at the conclusion the winner will receive a free 30 day supply of product. With a
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large number of posts circulating the web, it will be hard to avoid the Bevel brand name. We
want each social media platform to storm with videos from Bevel customers.
Public Relations-
The Bevel public relations team will build relationships with popular men’s grooming bloggers,
high subscriber YouTube channels and fashion and lifestyle blogs.
According to Nelson African American’s spend 50% more time on personal hosted websites
(blogs) than other groups. This means that having our message and products featured on popular
review blogs increases the likelihood of more consumers purchasing our products.
Grooming blogs are in need of products designed with minorities in need, in an interview
popular blogger AJ James, founder of Ruggedly Groomed, a men’s grooming blog. “It’s nice
that I receive tons of grooming products by mainstream brands. It’s not as nice that I end up
having to get rid of it because I simply can’t use it”. He continues by adding “You would think
that a lot of bigger brands would focus in on men of color and say let’s make a line underneath
our line that does focus on men of color,” Placing the Bevel shaving system Kit in the hands of
bloggers will encourage positive reviews, as well as assist with share of mind with our target
audience.
Popular Glooming bloggers that we want to review Bevel Products:
• The Urban Gentleman: 100,000 Subscribers
• Ruggedly Groomed: 250,000 Subscribers
• Grooming Essentials Blog: 275,000 Subscribers
Fashion bloggers are major influencers on Style and trend analysis, it is also key to have the style
bloggers endorse our product as people look to them in higher regard than celebrity
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endorsements. Fashion blogs will give our product the cool factor and they will write reviews on
the look and feel of the product.
Popular Fashion Bloggers that we need to review Bevel Products:
• Street Etiquette: Over a Million Subscribers
• Brooklyn Circus: Over a Million Subscribers
• Men’s Style Pro: Over a Million Subscribers
YouTube Channels-
Just as important as having internet blogs review and written articles on your brand, it is
extremely important to have popular YouTube channels cover your brand. Some of the most
popular you tubers have a following well over 1 million. With their content being shared on
other social media sites, our message of the single blade razor will be heard a number of times by
our target market.
Events in Barbershops
As mentioned in the competitor’s portion of this plan men whom are unable to shave by regular
means often allow their barbers to trim their facial hair each week. It will be important for the
Public Relations team to host events inside local barbershops. At these events, potential
customers will be informed about the Bevel brand and product line. The PR team will educate
barbers as well as customers on the importance of shaving with single blade vs multi-blade or
facial trimmers. Samples of products will be given to customers and barbers will become brand
ambassadors, helping spread the word about Bevel.
Page 24 of 28- Bevel IMC Plan
Paid Advertising:
Combined with the success of the social media and digital marketing campaign it is equally
important to run advertisements, in popular familiar magazines and publication amongst our
demographic. We will play close attention to placements and I recommend that we run smaller
ads a number of times as they perform better and grab more attention than larger ads that aren’t
run as frequent. The print ads will be aligned with our online campaign “Are Multi-blades for
You”. Ads will picture the full product included in the Bevel grooming kit along with quotes
from dermatologist explaining the benefits of Single Blade Shaving. We would ask that men of
color be pictured shaving in order to reinforce the idea that this product is geared toward
minorities.
Our ads will be featured in Ebony, Sports Illustrated, Jet, XXL, and Black Enterprise. These
magazines are highly read and regarded as the go to magazines for in black business, fashion,
lifestyle, sports and music and entertainment.
Podcast:
iTunes podcast app is the home of thousands of shows that have a huge following. Everything
from your favorite television shows, talk radio, politicians and reality stars have their own
podcast. 53% of our target markets are Podcast consumers according to Triton Research survey
conducted in 2015. In order to market our message to podcast listeners we have to assist with
sponsorship. It is important to be strategic and research which podcast will have the biggest
impact on our target audience. Popular Podcast with large following amongst our target
audience:
#1- The Read over 250,000 subscribers 49% are members of our demographic
#2- Another Round- just over 200,000 subscribers 45% are members we need to reach
Page 25 of 28- Bevel IMC Plan
#3 Friends like us- 175,000 subscribers with 60% of our demographic
Music Sharing Apps Apple Beats 1 Radio, Pandora, Spotify, Tidal
More and More people are listening to music not on the radio but through their smart devices,
and using the four major music sharing applications. Pandora, Apple Beats 1 Radio and Spotify
lead the pack with Tidal in a far distant 4th place. Total each is combined with over 300 million
subscribers. Subscribers will not only hear our message but thanks to in app advertising and
purchases, they will be able to buy Bevel product after reading why Multi-blade razors are a bad
choice for their skin. Paying for ad space is a good idea to increase brand awareness and
message.
Endorsements:
We will continue to look to add more celebrity endorsements in sports, entertainment and
business. We would want to have those celebrities feature our products in their social media as
we believe that seeing celebrities actually using the products is far more creditable and would
add more excitement than a magazine ad featuring them with our product.
Page 26 of 28- Bevel IMC Plan
July 10, 2016
Public Relations get reviews on popular Men’s Grooming
blog
JUNE-30, 2016 CHECK WEBSITE SUBSCRIPTION
NUMBERS & SALE INFORMATION
ARE MULTIBLADE RAZORBLOG POST ON
BEVEL.COM WEBSITE
Questions Begin to be posted on bevel.com Message board to users about
campaign message
HASHTAG SOCIAL MEDIA PROGRAM
#AREMULTIBLADE4U
GROOMING BLOG REVIEWS CONTEST BEGINS
EVENTS IN BARBERSHOPS
JUNE-1, 2016
Begin to post a series of articles and pictures concerning the new Campaign message: Are Multi-blade Razors for
You?!?
June-15, 2016 Begin 2nd phase of AMB4U Campaign Getting Bevel community conversation
started in forum
June-30, 2016
Bevel Community Begin #AreMultiblades4U on popular
Social Media Sites
JULY 5, 2016
Bevel Community Begin #AreMultiblades4U Vlog Contest on
popular Social Media Sites
FASHION BLOG REVIEWS YOUTUBE REVIEWS
BRAND AMBASSADORS
SELLING PRODUCT
AUG 1, 2016
Paid Ads featured on popular Streaming Apps
JULY 21, 2016
Bevel Community Begin #AreMultiblades4U Vlog Contest on
popular Social Media Sites
July 23, 2016 Bevel Community Begin
#AreMultiblades4U Vlog Contest on popular Social Media Sites
JULY 26, 2016
vlog contest ends- sales promo for winners
JULY 30TH, 2016
Sponsor popular podcast, use them to spread campaign message to followers
JULY 15, 2016
Public Relations gets reviews on popular Men’s fashion blog to write
reviews
July 15, 2016 Public Relations get’s reviews on
popular Youtube Channels to reviews
JULY 16, 2016 CHECK WEBSITE SUBSCRIPTION
NUMBERS & SALE INFORMATION
July 24, 2016 Check website subscription numbers &
Sale Information
CONTEST ENDS SPONSOR POPULAR PODCAST
PAID ADS ON STREAM MUSIC
APPS
SEPTEMBER ISSUES ADS IN
MAGAZINES
Events in Barbershops CELEBRITY ENDORSEMENTS
POSTED ON SOCIAL MEDIA
AUG 5, 2016
Bevel commuity 2nd Event at locial barbershops
AUG 15
Large Ad featured in september issue of popular magazines
Aug 10, 2016 Current and new celebrity endorsers
use product on their social media
Aug 1, 2016 Check website subscription numbers &
Sale Information
Execution
Page 27 of 28- Bevel IMC Plan
Final Conclusion
Once the tactics are executed the “Are Multi-blade Razors 4 U” campaign will lead to an
increase of sales and market share growth. The success of this campaign is contingent on the
success of the initial social media hashtagging and contest. Those elements need to create
excitement online and start the conversation. Backing this excitement will be the educational
post on the Bevel Blog and Website. Potential customers need to be armed with the knowledge
of the harmful effects of Multi-blade razors. But blogging images and catchy titles won’t be
enough; we need doctors to give their expert opinions on why men of color she steer clear of
multi blade razors. The reinforcement of those words will give our message and campaign
creditability. Men of color with coarse and curly hair will understand that Bevel Shave System
is designed with them in mind. The pleasure of finally having a product that they can fully
endorse will lead to conversations with friends and family to also try Bevel. We can make this
product an essential and place it in the hands of every consumer who wants it. We first have to
achieve building strong momentum so that demand is so loud stores will have no choice but to
carry The Bevel Shave System.
Page 28 of 28- Bevel IMC Plan
References
Chong, Celena. “A startup that sells $1 razors is now worth $615 million thanks to campaigns
like, ‘Our blades are f—ing great” June 22, 2015
<http://www.businessinsider.com/how-the-dollar-shave-club-became-a-615-
million-company-2015-6>
Gordon, Gerald. Gillette Launches the Razor Black Men Really Need: Finally, a great razor for
the brothers. May 08, 2014.
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Holmes Elizabeth. “Dude, Pass the Exfoliator: Marketers find what makes men buy eye cream,
start by labeling it for men.” April 26, 2015.
<http://www.wsj.com/articles/>
Hunt, Christopher. “African American Men and Grooming: Are Grooming Companies Ignoring
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grooming.html>
Iandoli, Kathy. Get Treated: The Ingrown Hair Dilemma April 18, 2016
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Satterfield, Stephen. Becoming a Bevel Man: the final verdict April 7, 2016
http://bevelcode.com/becoming-a-bevel-man-the-final-verdict/
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< http://www.telegraph.co.uk/men/style/is-the-grooming-market-ignoring-black-
men/>