In today's competitive美容 service market, local businesses such as nail studios need to effectively reach out to potential customers to promote their offerings. In this case study, we tell the story of working with a client who runs a nail studio in Zielona Gora. She approached us to help inform the local community about a new promotion for manicure and pedicure services. We took on this challenge with a strategic approach based on audience analysis and precise marketing efforts. Our campaign focused on the use of geotargeted SMS, which allowed us to directly contact interested people in the area.
Description of the ideal customer
Before starting any activities, it was crucial to define the profile of the ideal client in order to make the campaign as effective as possible. The ideal client is a woman between the ages of 18 and 45, living in Zielona Gora or its immediate vicinity. She is professionally active or studying, appreciates a well-groomed appearance and regularly uses cosmetic services. Often follows fashion and beauty trends, and is present on social media, but prefers quick and direct forms of communication, such as SMS. She has a medium or higher income, which allows her to invest in beauty treatments, and is open to promotions that offer discounts on new services. This profile allowed us to target precisely, avoiding the dispersion of resources to the wrong audience.
Activities
After defining the profile of the ideal client, we moved on to the selection and implementation of specific activities. We decided on a campaign based on geotargeted SMS, which means sending text messages to people in a specific geographic area around Zielona Gora. The campaign lasted two weeks and involved sending personalized SMS messages informing people about a new promotion at the nail studio. In the body of each message, we included a unique discount code that customers had to enter during their visit, which made it possible to accurately track the effects of our efforts. The content of the SMS messages was concise, attractive and included a call to action, encouraging customers to book an appointment quickly. We monitored responses in real time, adjusting the frequency of the messages to maximize engagement without irritating recipients.
Results
The results of our campaign exceeded the client's expectations. Thanks to geotargeted SMS and discount code, the nail studio gained almost 35 new customers who took advantage of the promotion. All of these people came directly from our activities, as confirmed by the discount code data. The campaign not only increased traffic to the salon, but also raised brand awareness in the local community, which can bring long-term benefits in the form of returning customers. This case shows how precise and measurable marketing activities can significantly support the growth of small businesses.