1. Audience Research

Audience and client research for client project

1. Client Project Research Georgia Brown

2. Honeycomb Cabin: Salon & Spa Hair and Beauty Salon based out of a log cabin in Huby, York. Owned by Janet Brown who has been in the industry for over 35+ years. She can do hair, nails, waxing, facials and massages. They use Neal’s Yard Organic and L’Oreal products. They want me to make a short moving image advertisement, a website and a leaflet.

3. Client Information Owned by: Janet Brown Born 1965, Woman Self employed Only person who works in the salon. Address: Honeycomb Cabin Shilling Cottage, Gracious Street, Huby, York YO611HR Contact: Email: [email protected] Mob: [phone] Work: 01347 811128 Opening Hours: 9:00 - 17:00 Wednesday - Saturday Hair and beauty salon: Includes, hair cuts, colours, restyles, on men, women and children using L’Oreal products. She does shellac nails and manicures on hands and feet. She does facial and body waxing. She does Swedish massages. She does facials using Neal’s Yard products. Logos:

4. Audience Research The general target market that the salon aims for is middle aged women between 35 – 65. Although she does do anyone  who would like an appointment this is the main clientele as many men and young boys go to a Barber as it is quicker and cheaper. The main reason these women go to this or any salon is obviously to get a treatment done, however they also pay for the ambiance and relaxation. This is why the prices may be cheaper for men in a barbers as they just want the job to be quick whereas in a salon it is a turn off for customers to feel rushed or anxious. Because of this the salon caters towards this client as they are the majority of the people she sees on a return basis. The socioeconomic status of her clients is generally quite high, usually they are married women who don ’t work and are housewives. This  means that their husbands make enough money for them to go and have treatments done often and so that the women don ’t have to work. It also means that they are off in the week and midday when the children are at school  and so can easily fit in with the salons opening times. Although this is a very stereotypical representation of middle to high class women who live in a rural area, it is mainly true and is a large part of my client’s audience. In a way this client is both mainstream and niche. The mainstream part of it is that she can do anyone's hair and almost every person gets their hair cut and therefore she has a large target audience, however she is mainly limited to people who are a short distance away. This majorly limits the business and makes it niche. Additionally not many people have massages or facials and therefore again makes it niche so it is a mix of both depending on which area my client wants to concentrate on when I make the advisement.  The psychographic which m ost likely fits the client of the salon will be a ' belonger ' as  they are living in a small city or town and will respond to messages that are family or community oriented, refer to product being made UK and that do not suggest change. This is more likely to be them as they are focused around their family and like products to be made in the UK since they live in the countryside and that is generally how many people who live out there feel. Geo-Demographics ​ The salon which I will be working with is based in Huby a village outside of York. Based on the facts found on Cameo UK the area of  YO611HR, which is the postcode for the salon, is in the category ‘Old Money’ or 1E. The demographics for this area actually fit in very similarly to the general demographic for the salons clientele. Around 70% of the people who live in the village are married and over 95% of those will be heterosexual couples meaning that there is a wife and a husband. This fits in well as the salon mainly caters for women but also does men's haircuts too. The average age for people who live in this area is age 45+ with either dependent children which are under the age of 18 or non-dependent children which would be students or 18+. Obviously she does a range of ages from children to older women however the main age of people who visit he salon are middle aged between 35-65 and therefore they fit in well with the average age of people in the  surroun d ​ ing area.

5. Audience Geo-demographics (continued) Another demographic about the people who live in the area would be that the majority of people own or have a mortgage on their home. This suggests that they have stable money and therefore should have enough to spend a little on treatments at the salon. Another fact is that the houses they do buy are generally detached with more than 7 rooms which suggests that they are expensive and therefore that they have more money to spend. The actual house prices are far higher than the general price in the UK meaning that it is an affluent area and that there should be more people with more money to spend. Additionally, on Cameo it says that they have a very low credit risk which shows that they are even more suitable since they do have money as they pay off any loans or credit cards they may have. Finally  it says that the main way in which people in this area save is either big long or short term, meaning that they save for things big and small and so will be more likely to send a lot of money for a nice spa day at the salon since they can save and afford to spend their savings. The social class of this area is AB which is the highest two groups meaning that these people have a high income. Because they have a high income it means that theoretically they should have more of a disposable income and therefore would be more likely to spend it on something as, technically, unnecessary as beauty and self care. In addition the majority of people who live in the area are self-employed which fits in well with the target audience of the cabin as they will need to be flexible as she works during the week in possible business hours which means if you work a Monday-Friday 9-5 you may be less likely to get an appointment and so self employed people are better clientele for the salon as they are more flexible during the week. Since women are the target audience for my client, it is good that the majority of women who live in the area look after family or are retired and are therefore free during the day and need to fill there time with something and therefore are more likely to want to do something that benefits themselves like visit a hair and beauty salon.

6. Bibliography

7. Bibliography Cameo. (2018). Search by Postcode. Available: https://www.cameodynamic.com/ . Last accessed 14.11.18 YouGov. (2018).  What the World Thinks.  Available: https://yougov.co.uk/ . Last accessed 28/11/2018. Maps. (2018).  Search.  Available: https://www.google.com/maps . Last accessed 28/11/2018. Janet Brown. (2018).  Honeycomb Cabin.  Available: https://www.facebook.com/honeycombcabin . Last accessed 28/11/2018. Google. (2018).  Search.  Available: https://www.google.com . Last accessed 28/11/2018. YouTube. (2018).  Hair Salon Advert.  Available: https://www.youtube.com/results?search_query=hair+salon+advert . Last accessed 28/11/2018. Huby Community. (2018).  Community Website.  Available: http://hubyvillage.org.uk / . Last accessed 28/11/2018.