Discussion

BOOK: Beginner’s Guide to Mobile Marketing, 1st Edition

By: Garris, Molly

https://bookshelf.vitalsource.com/reader/books/9781606498415/pageid/0

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Password: Blue#2024

Reading: Text Chapters 3, 4, & 5 and Lecture 2

1. App Case Study – 200 Words

Based on the Readings and Lecture, please answer the following:

For your selected brand/client (Delight Nail SPA), what features      would you expect the app to have?

How should they measure success?

What are your favorite brands?

What expectations would you have for these apps?

Find an app for one of your favorite brands. Does it live up to      expectations?

2. Analysing Net Promoter Scores – 200 Words

Watch the video on NPS https://www.youtube.com/watch?v=qWKipJefrN8 and then discuss the following points:  ·         Pick any app of your choice and check its reviews online to find out the approximate NPS for the app.

Give suggestions on how the app can improve its NPS.

Interactive and
Mobile
Campaigns
MEASURING SUCCESS
Agenda
 Difference between Goals +
Objectives
 Convincing Executives
 Key Takeaways
Goals vs. Objectives
 Goals – Where we are today and
where we’ll be tomorrow.
 Objectives: Benchmarking where we
are today and measuring the results of
our efforts tomorrow.
 Example:
 Goal – Look great in new pants.
 Objective- Lose 2” by three months
from today.
Convincing Execs
 Demonstrate S.M.A.R.T. Goals
 Show me the money –
projections
 Less is more. They don’t know
what you’re talking about!
S.M.A.R.T. Goals
 Specific
 Measureable
 Attainable
 Relevant
 Timely
Projections
http://articles.bplans.com/a-complete-guide-to-forecasting-sales-for-yourmonthly-subscription-business/
Key Takeaways
 Establish your benchmarks for
measurement.
 Have S.M.A.R.T. Goals and
Objectives
 Calculate Projected Revenue
 Get to the point and persuade
your executives.
Review
 Difference between Goals
+ Objectives
 Convincing Executives
 Key Takeaways
1
Delight Nail SPA
Introduction
The beauty sector is vibrant and has witnessed expansion as more investors invest in nail spas. In
Beverly Hills, Delight Nail SPA has positioned itself to offer lavish nail care services. It does
this by targeting the affluent housewives in the region. Even though it is a medium-sized
business, it has a significant position in the nail beauty landscape in the region. Its mission is to
be a top-ranking place for all nail care needs. To meet this goal, Delight Nail SPA provides highquality services by providing attention to detail to enhance customer appearance and confidence.
It has a communication campaign to assist it boosts its sales by 20 percent. The campaign aims to
improve brand visibility to attract and maintain customers, increasing sales. Since its
establishment, Delight Nail Spa has been witnessing expansion in its nail services due to its
strong financial foundation. It also gets a higher revenue by charging high prices for its services
since they are unique from its competitors.
Delight Nail SPA Services
The business offers a wide range of high-quality nail services. It has a relaxing environment
where clients receive pampering treatments for their nail beauty. It specializes in nail art and
designs, treatment, nail extension classic gel, manicures, pedicures, and enhancements using the
latest nail products and techniques and well-trained nail professionals. The nail care treatment
includes paraffin treatment and nail repair and refill. It has a luxurious atmosphere to make
clients comfortable as they receive nail services. The SPA is committed to beautifying the
customers’ nails and ensuring they are healthy with or without gel. There are experts that provide
personalized services to meet the client’s needs and ensure they are satisfied. The SPA’s experts
use premium nail products and are keen on hygiene protocols to give the best customer
experience. The business applies a customer-centric approach, prioritizing customer satisfaction
by ensuring each visit becomes a memorable experience. The professionals are trained to listen
to customers, then give their suggestions and allow the customer to make the final decision. Its
commitment to customer satisfaction and provision of personalized experience make it remain
competitive in the nail beauty industry within the Beverly Hills region.
Stakeholders
Stakeholders in this context are individuals with interests in the Delight Nail SPA business.
There are two types; primary and secondary stakeholders. The target customers, employees,
owners, and investors are the primary stakeholders. The target customers are the rich housewives
within Beverly Hills. These affluent housewives prefer high-quality nail services in a luxurious
setting like Delight Nail SPA’s. Delight Nail SPA’s employees are the second set of primary
stakeholders who participate in delivering high-quality services. They start from those at the
reception desks, the receptionists, to the nail technicians and other staff members. They
significantly enhance customer experience by delivering excellent services from how they
communicate and handle the customers. Their expertise is essential in building and maintaining
the SPA’s reputation and ensuring customer satisfaction (Mazza & Furlotti, 2020). The third set
is the owners and the management team of the business. These individuals oversee the operations
and the strategic direction of Delight Nail SPA. They set goals, allocate resources and make
plans to ensure the business maintains and strengthens its market position in the nail care market
within Beverly Hills. Suppliers are also an essential part of the business. They ensure the SPA
have the required products to deliver quality nail services to their customers. The investors are all
known to have an essential financial stake as they are the source of capital for business growth.
They are primarily interested in maximizing business profits to accredit long-term success. The
secondary stakeholders include the community, government, and competitors. The community is
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in Beverley Hills. The SPA always ensures positive community engagement, which is essential
in improving the brand image. It participates in community functions such as sports to strengthen
its relationship. The government affects the business in terms of the regulations and guidelines it
provides for the nail spa businesses. For example, regulations on licensing requirements and
guidelines that ensure there are customers’ safety. Lastly, the competing SPAs within Beverly
Hills. The presence of competing SPAs makes Delight Nail SPA apply more effort to remain
competitive. The collaboration and satisfaction of stakeholders are essential for business
expansion and sustainability. The SPA always focuses on having a robust relationship with them,
fulfilling their needs, and having open communication lines essential for overall success.
Target Market
The affluent housewives within Beverly Hills are the target market and, thus, are the primary
customer base. They are basically female customers from as young as 20 years to about 70 years
who prioritize self-care and love having an attractive nail appearance with healthy nails. They
are ready and willing to pay for luxurious nail services to maintain and improve their beauty as
they have disposable income, unlike those struggling to meet their daily needs (Hill & Sharma,
2020). They prefer receiving nail services from professionals for high-quality services,
personalized attention, and an ambiance relaxing environment. They are fashion-conscious
individuals who value personal grooming and have much pride in their beauty appearance. They
always want to keep up with the latest nail beauty and fashion trends. They are regular Spa-goers
to maintain their nail beauty as it is part of their self-care routines. They seek a luxurious
experience that is available at Delight Nail Spa. They are easily influenced by referrals from
families, friends, and influencers when choosing where to get their nails done and maintained.
Delight Nail SPA aims to fulfill these specific preferences and needs to enhance their
satisfaction. These rich housewives form a valuable niche market for the spa. They are ideal as
they regularly seek nail beauty services and are ready to pay for luxurious services. An insight
into their needs and preferences makes it easy for the spa to tailor its offering and marketing
strategies to attract and maintain affluent clientele.
Customers’ Needs
The customers have various needs that the SPA aims at fulfilling. The first need is high-quality
services. The target customers expect to receive top-notch services such as the latest nail designs
and well-executed pedicures and manicures performed using the latest devices. It means the
customers value being attended to by professionals, using high-quality products, and like
attention to detail in their nail art (Sangpikul, 2022). The second need is a relaxing experience.
Whenever the customers visit the spa, they look forward to a relaxing, luxurious, tranquil
environment. They prefer the spa to have comfortable seating, some soothing music, a peaceful
ambiance, and a spa with an internet connection with their customers. Customers look for an
environment that will make them feel relaxed, distressed, and unwind. Besides being a relaxing
environment, it should be clean. Customers prefer a place where there is a high level of
cleanliness. There should be strict sanitation procedures, such as using sterilized equipment to
ensure the safety and well-being of the customers. Customers also need personalized attention
tailored to all their nail needs (Sangpikul, 2022). They look forward to being attended to by
experts who will listen to their suggestions and preferences and provide customized solutions for
good nail results. Affluent customers also look for trendy offerings. They seek the latest nail
styles and art. They prefer a spa that has a list of fashionable options, and the professionals are
well-informed to deliver the latest designs. Lastly, they look for a spa with excellent customer
service from timely bookings, reasonable pricing, and good recommendations on their nail care
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needs. Overall, customers prefer a spa that offers a comprehensive experience to enhance their
nail beauty.
PEST Analysis
Table 1: PEST Table
Criteria Example
Some of the
regulations and
policies are:
• Licensing and
permits cover
nail technology
and massage
therapies.
• Health and
safety
regulations –
They cover
proper disposal
of waste
materials,
chemical
handling,
infection, and
general
hygiene and
sanitation.
• An example of
legislation is
ADA
accessibility,
where the SPA
must comply
with this act by
ensuring there
is good access
for individuals
with a
disability,
especially at
the entrance
and treatment
rooms.
• Taxation
policies
include:
Political Factors
They are influences
by political
institutions.
They include:
• Government
regulations
and policiesThese
regulations
and policies
differ at local,
state, and
federal levels
(Sadeghi et
al., 2019).
• Current
legislation
• Regulatory
Bodies
• Taxation
policies
• Political
stability- a
stable
political
environment
enhances
business
growth as
there is
reduced
uncertainty.
• There is a
peaceful
power
transition that
instills
confidence in
business
Economical
Economic conditions
influence them.
They include:
• Interest and
exchange rates
• Disposable
income affects
consumer
spending on nail
spa services.
• High disposable
income like that
of the rich wives
increases
demand for
luxury services.
• Disposable
income varies
depending on
economic
conditions
• Unemployment
rates affect
consumer
spending and
demand for
services such as
those offered at
Delight.
• Inflation Ratesrising inflation
will increase the
SPA’s
operational
cause hence
raising the
service prices
•
Criteria Example
• Fluctuations in
exchange rates
may affect the
cost of
imported nail
care products.
• Changes in
interest rates
affect customer
spending.
• It is high in
periods of low
unemployment
and economic
expansion.
• Delight Nail
SPA is likely to
experience a
decline in the
demand for its
services when
customers cut
back on
expenses.
• There will be a
decline in
customer
spending during
economic
recessions.
• For example, an
increase in
employee
wages, rent, and
price of the
supplies will
cause an
increase in
prices to
4
•
•
•
•
•
•
•
Property tax
varies
depending on
the location
Employment
tax, where the
SPA must
withhold and
remit these
taxes such as
social security
and Medicare
taxes (Scheuer
& Slemrod,
2021).
Excise taxes
for nail service
products are
imposed at the
state or federal
level.
Consumer
protection
lawssafeguard the
rights and
interests of a
customer
Federal Trade
Commission is
against
deceptive and
unfair
businesses
such as false
advertisements.
Consumer
Product Safety
Act defines the
safety
standards of
consumer
products to
protect against
harm.
Electronic
Funds Transfer
•
within
Beverly Hills.
There is also
a stable
democratic
system with a
high
commitment
to the rule of
law.
maintain
profitability
5
Act protects
consumers that
make payments
electronica
using debit and
credit cards
Criteria Example
Social Factors
Technological Factors Criteria Example
• For example,
• Lifestyle
• Communication
• Delight Nail
customers
TrendsChannels- use of
SPA focuses on
prefer activities
Wellness and
digital and social
using YouTube,
that enhance
self-care
media platforms
Facebook, and
stress reduction
increase the
to engage
the business
and promote
demand for
customers.
website (Mishra
relaxation
nail care
& Garris,
• Innovation
(Davis et al.,
services.
2014).
potential- new
2019).
• Cultural
• Nail treatments
nail treatment
• Such cultural
Influencesinclude nail
• Industry-specific
influences are
such as
extensions, gel
technologycultural
celebrations
polish, and nail
specifically on
weddings,
and holidaysart such as
nail care
cultural
give
stamping and
equipment
festivals
customers
foiling (Kim et
• Digitalization
opportunities
al., 2019).
• Delight SPA
and Online
to pay for
targets rich
• Nail technology
presencespecialized
housewives
includes nail
involves
nail
aged as young
dust collectors,
embracing
treatment.
as 20 and
electric nail
digital
• Consumer
within a
files, and UV
technologies to
wealthy
attitude and
lamps (Kim et
enhance
neighborhood.
perception
al., 2019).
customer
regarding
• This target
experience and
• Use social
customer
audience has a
increase
media
satisfaction,
high affinity
business
marketing willingness
to
for beauty
visibility.
Delight uses
pay for nail
treatments, and
YouTube and
• Data security
services,
and
women are
Facebook for
and privacy
brand
traditionally
customer
policies to
reputation
known as the
engagement.
protect customer
(Davis et al.,
main
information
• Online
2019).
customers of
bookings and
spas.
• Demographic
reservations are
factors
• Delight is in an
made via the
include the
urban setting
website or
age, gender,
with a higher
email
income
population.
• There should be
levels, and
encryption
6
•
•
•
•
The nail
experts should
be in personal
Protective
Equipment
such as gloves
and face masks
Guest health
screening such
as temperature
and blood
pressure
checks
Linen, such as
towels and
equipment
sanitization.
Regular
sanitization for
common
places.
•
•
geographical
location of
the target
audience.
Health and
hygiene
awarenessthere is a high
demand for
hygienic spa
businesses.
Delight Nail
SPA must
adhere to
strict hygiene
protocols
•
protocols to
safeguard
customer
information.
There should be
informed
customer
consent on data
collection.
Conclusion
Delight Nail SPA is a luxurious nail care business in Beverly Hills targeting rich housewives. An
insight into its stakeholders and needs will assist it in providing exceptional and quality nail care
services to enable it to attain its target for sales increases by 20 percent. The PEST analysis
assists the SPA in recognizing the importance of considering the political, economic, social, and
technological factors in its business strategy. However, it benefits from a stable political
environment, and there are consumer protection laws that lay a platform for fair and secure
business. Economic factors such as disposable income and unemployment rates affect the
demand for the spa’s services, while inflation rates affect the business’s pricing strategies. Social
factors have played an essential role in shaping Delight’s target market. Targeting affluent
women who highly prioritize self-care and with disposable income benefits the business. By
leveraging the available nail beauty technology, make sit enhances customer satisfaction.
Marketing technology assists it in increasing its visibility hence attracting more customers.
Suppose it manages to align its services with the target market’s preferences and stay up-to-date
with external factors. In that case, Delight Nail SPA will attain its aim of sale increase and
maintain its market position as a premier nail care place for all customers. It is worth noting that
its success relies on its dedication to customer satisfaction. Based on the customer’s needs, it
should always maintain a luxurious atmosphere, have well-trained nail professionals, and use
premium nail products. It should constantly be updated with the latest designs to meet trendy
savvy needs. Leveraging all these factors will make it expand its market presence and achieve
long-term success.
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References
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differences in African Americans’ consumption of nail cosmetics. Fashion, Style &
Popular Culture, 6(2), 159–174. https://doi.org/10.1386/fspc.6.2.159_1
Hill, R. P., & Sharma, E. (2020). Consumer vulnerability. Journal of Consumer
Psychology, 30(3), 551–570. https://doi.org/10.1002/jcpy.1161
Kim, N. P., Kim, J., & Han, M. S. (2019). The convergence of three-dimensional printing and
nail-art technology. Journal of Cosmetic Medicine, 3(2), 94-101.
https://doi.org/10.25056/JCM.2019.3.2.94
Mazza, T., & Furlotti, K. (2020). Quality of code of ethics: An empirical analysis on the
stakeholder employee. Social Responsibility Journal, 16(8), 1377-1402.
https://doi.org/10.1108/SRJ-03-2019-0113
Mishra, K., & Garris, M. (2014). A beginner’s guide to mobile marketing. (1st Ed). Business
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through spa customers’ E-complaints in Bangkok. Journal of Quality Assurance in
Hospitality & Tourism, 23(3), 569-596. https://doi.org/10.1080/1528008X.2021.1891598
Scheuer, F., & Slemrod, J. (2021). Taxing our wealth. Journal of Economic Perspectives, 35(1),
207-230. https://doi.org/10.1257/jep.35.1.207
Sadeghi, V. J., Nkongolo-Bakenda, J. M., Anderson, R. B., & Dana, L. P. (2019). An institutionbased view of international entrepreneurship: A comparison of context-based and
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