The Crane Lane Chop ShopFrances Street, Dublin 7

Core Target Market

● Hipsters● College students● Artists/bohemian● Age 17 - 30● Males & Female

USP - Unique Selling Point● Pop up barbers in NCAD - bi-monthly● Tailored for men and womens ‘short’ hairstyles● After cut care - tips and advice on maintaining style for

every customer before leaving the shop ● Stock a range of trendy vintage products, such as dax

wax and Layrite● Mustache and beard expert on site● “Ride and slide” ruined helmet hair?

come in and get a quick gel hair fix

Competition

● Boston Barbers● Sam’s barbers● The Grafton barbers● Local independent barbers

Strategy● An increase in advertising for Oct in the run up to Movember● Social media foot print (personalised hashtag, FB, Twitter, Vine,

Instagram)● Instragram, Twitter, facebook, Vine - #CLchopshop● I’ve been chop shopped● App - weekly notifications of special offer, book an appointment,

participate in a loyalty scheme, product announcements● Consistent branding across all sites● Tone of voice: vaguely sarcastic inner city dublin slang●

Online Channels● Mobile optimised website● Social - Instragram, Pinterest, Twitter, Facebook ● Email - Monthly ezine, with latest trends, products,

offers, images from Rock a’ Billy (hipster) styles, Contextual Advertising

● Mobile - App● Online PR : Vine - ‘The 6-second cut’ & ‘Hair style hacks’● Content Strategy - sharing tips, examples of hairstyles

cut in store, special offers, sharing of latest trending hairstyles online, link to local businessesi.e coffee shops