KING OF SHAVES - PDF document

KING OF SHAVES JUSTIN THOR HOYER | JTHOYER@GMAIL.COM @JTHOYER Let’s teach Australian’s to appreciate & love the art of shaving. Let’s generate discussion towards creating a culture of what it means to become king in their everyday lives starting with a kings shave. All underlined text is a link to an example SHAVINGS CURRENT CULTURE IN AUSTRALIA Currently, Australian brands are focussed on getting a quick, close shave. But Most men have a hate/hate/hate relationship with shaving, particularly if they’re hairy beasts and work in jobs in which a daily shave is expected. If you’re an of�ce worker, the pain of shaving may also be exacerbated by the fact you’ve got to wear a collar and tie, which can be like snapping handcuffs on to sunburned wrists when you’ve got a sweaty neck rash. (source) All underlined text is a link to an example HOW WE ARE GOING TO CHANGE IT Shaving itself doesn’t get much buzz unless people are purposely discussing someone’s good looks, or bad shaving job . Hot or not ..? So why not get this discussion leveraged through social media ( Facebook , Twitter , YouTube ). Create a widespread Australian experience Building respectability and quality of shaving like that of a” made man ”. A “king”. A “respected face”. A “man in charge” face. As likened to getting a shave from a career Brooklyn barber. Or at the oldest and most respected barbers of London. And allowing Australian’s to take that �nished shaving result to their home, with quality products that give them a kings shave. The get must always be worth more than the give, both rationally and socially . All underlined text is a link to an example KEY AREAS TO TAKE NOTE Barriers Time A great shave comes from completing three tasks therefore taking longer than usual. • The Prime - a face wash or hot towel • The Shave - a sharp razor that gets the job done well, and • The Protect - treating the skin after havinig been shaved Cost The King of Shaves products are generally 20% ($2-$10) more expensive than their competitors. Awareness As King of Shaves is relatively new to australia it’s not so well known in comparison to the Australian price competitive razor focussed market. All underlined text is a link to an example KEY AREAS TO TAKE NOTE Opportunities Shaving in Australia is about getting the job done quickly and cost effectively, usually consisting of grabbing foam, shaving and using a towel to wipe away the foam. We need to educate shavers in a way that showcase the worth of a kings shave even if the actual shave itself takes longer...(longer process = better shave, and will probably cause you to shave less often). Prime and protect Appreciating that a good shaving experience on its own doesn’t create good skin, King of Shaves took on the challenge of men’s skin care as well . Consisting of face washes (because removing bacteria before shaving is important), scrubs (to help prevent any pesky ingrown hairs), moisturisers (for a more supple and �nessed �nish) and a line speci�cally designed for sensitive skin. Male consumers are de�nitely more on the practical side. “Men generally want to know how to use the products correctly. They need more education on their routine but they don’t really want to know the key ingredients. They just want to know how it will bene�t them and also if the products really work.” All underlined text is a link to an example WHO WE ARE GOING TO FOCUS ON Men Johnny Young 16-20’s Malcom Trendsetter Late 20’s-30’s Kathy Newbie 14-20’s Women Henry Middle 40’s + • Recent to shaving (either getting what the dad uses/used or what mum will buy them) • Wants to experiment and discover themselves through their growth, so being told to shave is probably authoritarian and annoying • Has been shaving for a while • Knows the difference between products (knowledge of ingredients) May have been to a “cut-throat” for a professional job in the past (would de�nitely be open to the idea of it) • shaves in the shower • Possibly can’t afford waxing/ladies expensive products • Queen of shaves Takes his time with the little things (personal time - Possibly only personal time - that and the bathroom) • Wants cheaper as he’s getting frugal, but realises quality and is willing to make a smart choice, not just a cheap one. All underlined text is a link to an example CREATE AWARENESS What we are trying to achieve through this We are going to create buzz through paid media by showcasing the King of Shaves ideology and possibly include the gameplay of a competition and drive traf�c to the owned media available to King of Shaves. (KoS website, Facebook, Twitter, YouTube) TV “Even though there are these new multiple ways, what we’re seeing is it is happening in addition to, not at the expense of traditional television viewing. “They’re (viewers are) spending more time in front of the traditional television screens and the time they’re spending on these other devices is on top of that,” Ms Buchanan said. Source. Print ads FHM: Readership 231,000 Ave income 60k+ GQ: Readership 100k ave income $128K The Australian 212k The Sunday Times 356K Banner ads To add to various target rich sites. All underlined text is a link to an example HOW TO IMMERSE THE TARGET IN OUR MESSAGE King of shaves com.au com.au/blog/ Facebook page Twitter account Youtube page (Lady barber) Webpage expansion through edm If we can create enough conversation, engagement and interaction with the brand, this will hopefully lead to the future consideration of the brand when purchasing. All underlined text is a link to an example EVERYONE HAS A NUMBER What’s the ask? To consider the King of Shaves brand and try King of Shaves products. What is a conversion? Increased participation in the brand, Will create a movement with the King of Shaves ideology and Lead to increased product sales. King of Shaves is currently at 9 percent market share. Gillette dominates the world razor industry with 72 percent market share. Schick is the second largest but a meager 15 percent share followed by BIC 6 percent market share. We want to double our percentage within two years and take the number two spot.