Digital Marketing Strategy: Rogues and Rascals Barber Shop Analysis

This report details a digital marketing strategy for Rogues and Rascals Barber Shop, focusing on the importance of digital advancement for business survival. It analyzes the impact of social media and email marketing, aiming to maximize ROI through digital services. The report covers the company background, situation analysis using SWOT and PESTLE frameworks, target audience identification, and outlines channels, action plans, and budget considerations. It addresses the impact of digital technologies on the target audience and the hair dressing industry, locally and globally, while also exploring future trends like mobile apps. The report emphasizes customer engagement and retention, providing a comprehensive approach to digital marketing implementation and management for the barber shop.

Digital Marketing Strategy
for Rogues and Rascals
Barber Shop

Executive summary
The present report is based on research project that main aim is to have development and
integration if digital marketing for Rogues and Rascals Barber shop. Henceforth, this assignment
is based on to identify the importance of technical advancement for survival of firm in the
present competitive business environment.
It is based on to analyse the massive amount of growth in technologies as social media and
email marketing and impacts on business venture. By correctly implementing the digital
marketing strategies for Barber shop aids to have return on investment to its highest level.
However, the aim of Rogues and Rascals is aim towards to creating digitalised services to
discerning customer base and this will add tremendous value in the eyes of customer.
Henceforth, report has cover the activities as to conduct identify the background of the
enterprise and their suitability relates with integration of technological advancement. SWOT will
be done to conduct situation analysis to recognised the effect of technical changes on the hair
dressing industry. However, this modification in existing digital technologies and future trends as
mobile apps, integration of technical advancement and local dominant technical advancement are
deliberate to complete research paper. Henceforth, it has to be done in terms to enhance
engagement of customers and to reach out to new customers and to retain exist customer. Lastly,
report has covered the impact of digital technologies over the target audience, industry at local
and global level.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Organisation background-...........................................................................................................1
Situation analysis.........................................................................................................................2
Target audience............................................................................................................................2
Objectives....................................................................................................................................2
Channels......................................................................................................................................2
Action plan...................................................................................................................................2
Budget..........................................................................................................................................2
Measurement................................................................................................................................2
References & Appendices............................................................................................................2
Structure & Layout......................................................................................................................2
REFERENCES................................................................................................................................3

INTRODUCTION
Digital marketing strategy defined as series of action that assist to accomplish desired
company goals through carefully selection of online marketing channels (7 Digital Marketing
Strategies and How to Plan Your Own Campaign, 2018). On the other hand, strategy is term that
derived as plan of action that aids to achieve desired goals. Henceforth, this is inclusive of
channels as search engine optimization, Email marketing, pay per click advertisement, social
media marketing and website design and testing (Watson and et.al., 2018). This is broad term
that defined as to explain number of steps to achieve the digital plan of action. Furthermore, this
is termed out as to promote commodities online through digital channels. It is strategy that
derived the particular course of action.
Therefore, digital marketing tactics as social media are effective tool that not only for to
improve customer services but this also leads to have better relationship with customer by
allowing brands to analyse needs and wants of their customers. Hence, digital marketing strategy
is one of the effective tool that serves as to create more leads for commodities and business lines.
Thus, present report is based on to implement the strategies as digital marketing for the
enterprise as Rogues and Rascals Barber shop. It is firm that provide Barber services to the
customers and this is expert in hairstyle and well grooming products for hairs.
Henceforth, report will cover the things as to produce the digital marketing strategy,
implementation of plan and polices and ongoing management plan for the enterprise digital
activities. Lastly, report will demonstrate ability to prepare and articulate well-founded business
case in terms to implementation of the digital marketing strategies as an integrated strand for the
organization marketing and communication.
Organisation background-
Rascals and rogues is barber shop that provides the services to all ages customers. They are
well expert in hairstyles. Henceforth, they have established their Barber shop in 33 E Main St,
Broxburn, Scotland and this entity has marked with 3.8 star. This is the enterprise that is mainly
engaged in Personal care Barber shop. Additionally, this entity is having good reputation within
the Broxburn streets (Yeow, Soh and Hansen, 2018). Therefore, to have the service the customer
has to book appointment 2 week prior. They have built great reputation within the local area for
providing great hair cut in the comfortable atmosphere. It is the entity that also provides the
grooming products for men and also has great range of hair products. Managing the international

teams develops the greater awareness of the values, behaviours and attitudes of varied culture.
Henceforth, working in international team aids to enhance collaboration and also allows to
brainstorming ideas and skills of individuals. Working at the international level aids to have
diverse knowledge and experience (Henderson, 2005). This is entity that is engages in providing
well grooming service to client with use of high quality products. It is highly recognized existing
business that choose to promote excellent service to their customers.
Therefore, enhancement in innovation, creativity and prosperity aids to grow business
activities at huge level. Technical advancement has made it easier to conduct the business
activities at the global level through improving communication and this is effective to conduct
the working activities effectively (Aswani, Ilavarasan and Dwivedi, 2018). Working with
international teams also brings national and cultural differences and this can also have huge
impact on the working of the Rogues and Rascals Barber Shop (Chaffey and Ellis-Chadwick,
2019). Henceforth, it can be stated that integration of technical advancement plays great role for
having development within the hair dressing industry. Better and advanced technical
advancement plays vital role in terms to create new business opportunities and also allows to
improve the customer experience. Digital marketing aids firms of all sizes by giving access to
mass market at an affordable price. Henceforth, the main advantage of digital marketing is that
the targeted audience can have better and effective services. Thus, main aim of digital marketing
strategy is to promote and sell product and service within the market.
Situation analysis
Rogues and Rascals Barber Shop is working in the hair dressing industry which is
working in Scotland and having different aged customers. So, marketing for this type of
company will be very much important which help them to monitor their number customers
(Chaffey and Ellis-Chadwick, 2019). Marketing is that major activity that provides overall
functions and operation for company guiding them through different phrase. So, for analysing
which type of marketing strategy the company should adopt it is very much essential that they
could analysis their current situation which is possible with help of SWOT or PESTLE analysis.
Strength-
 With the help of social media Rogues and Rascals Barber Shop get increase number of
customers and is also exploring with help of branded channels like that of YouTube or
IGTV.

 It can be added that social media is most preferred platform for engaging with customers
which Rogues and Rascals Barber Shop is using and with its help they interact with their
customers and having more online presence (Graham, Moore, and Miller, 2019).
 The company is also using e-mail marketing tools for more segmentation or promotional
offers to their customers this is useful as they will get to know more about company.
 Rogues and Rascals Barber Shop is also having is very good online review of their
services that they are offering to customers this help in boosting brand value and
attracting more and more customers.
 Rogues and Rascals Barber Shop is using this social media tool that would be helping
them in increasing traffic with use of multiple digital tools including like that of Website
of company, YouTube and Facebook.
Weakness-
 While it can be noted that Rogues and Rascals Barber Shop is not that much aware of
what will be the results of several digital technology.
 The company is also not having clear knowledge of leading trend in industry which is
related with digital technologies.
 There is also lack of research within the barber shop industry which means that company
will not be having any chance for getting proper data or insight for other data (Graham,
Moore and Miller, 2019).
 Rogues and Rascals Barber Shop is also having lack of budget for their online
advertisements cut off as it is small company working into industry.
 If there are any negative comments for the product or service of company than this will
cause negative perception for Rogues and Rascals Barber Shop into market and among
customers as well.
Opportunities-
There will be many sorts of opportunities for Rogues and Rascals Barber Shop include like
that of online tools for managing the data of their customers into industry (Paul, Bhuimali, and
Bhowmick, 2018).
 It can be noted that Rogues and Rascals Barber Shop can also develop their own
application or use website for attracting more and more hair dressing appointment
through it.

 This digital technology will require less amount of budget as compared to traditional
marketing so they can utilise best form of techniques while managing them.
 For providing those with more proper and accurate customer experience digital
technology will be there with the help of integrating digital technologies.
Threats-
 There are several safety and security issue which is faced by companies while they are
providing their online services in terms of appointment (Frishammar, Hernell and
Carlsson, 2018).
 Certain type of laws and regulation of company can hamper the usage of digital
technology which directly impact company.
PESTLE analysis-
It is one of the well-known tool that used in business and marketing planning to review the
broader forces that termed out as macro environment that aids to shao a business. Thus, its
defined in following manner as-
Political- The one of the factor that define as how legal authorities and political system
affect influence the corporate strategy of enterprise. Hence, legal authorities have always been
supportive to various polices that aids to enhance the growth of the enterprise. Technical
innovation impacts politics in financial side (Sousa and Rocha, 2019). Thus, digital technologies
require the less amount of investments as compare to tradition marketing features.
Economic factor- It is the factor that determines the certain economy performance.
Henceforth, components as economic growth, tax policy, foreign trade policy and unemployment
rates covered under it. Thus, integration of digital marketing strategies requires huge investment
but it will require less amount as compare to the traditional marketing strategies (7 Digital
Marketing Strategies and How to Plan Your Own Campaign, 2018). These are the factors that
have direct and indirect effect on the working of the enterprise and this also affects the
purchasing power of the customers. Thus, integration of technical advancement also impacts
over the way companies price their product and service.
Social factor- It is the factor that relates with general environment that represents the
demographic characteristics such as norms, values and customs. However, the components as
age distribution, income distribution, lifestyle attitudes and cultural barrier has wide impact on
choice and preferences of customers. Integration of technological advancement can affect the

price of product and service. So, these factors are crucial at the time of targeting certain
customers.
Technological factor- Innovation within the enterprise may have wide impact on the
operation of the industry. Henceforth, the level of innovation, automation, creation, research and
development, changes within the technical advancement influence the decision of firm to
integrate digital marketing strategies. Thus, technical innovation leads to have faster working and
this aids to create customer satisfaction. By analysing that what firm prefers technical wide can
aids to prevent firm from spending lot of money on developing technology advancement. Herein,
disruptive techniques aids to gain competitive advantage within the enterprise.
Hence, high advanced tool as to use computer scanning machine that can scan the face of
customers. This will help to choose the suitable hair style to customer so that can attract
customers. Henceforth, high advanced tool can gather the attraction of the customers and this can
also lead top have competitive advantage within market.
Environmental factors- It is inclusive of ecological, environmental aspect such as weather,
climate and environment offset as this also affects the industry at the huge level. Henceforth,
technical advancement is one of the significant development and also enhanced productivity that
satisfy the need and also impact the environment negatively. High use of technical advancement
increases gas emission and this affects the working of industry at the huge level (Ardito,
Petruzzelli and Garavelli, 2019). It is the components due to which firm led to getting more and
more people involved in practices such as sustainability and corporate social responsibility.
Legal factors- It is the components that is inclusive of political, discrimination law,
antitrust law, employment laws and healthy and safety laws. Furthermore, growing awareness of
the potential impacts of climate changes can also affect the firm working and how they offer
product and services.
Target audience
To target the customers is crucial action to gain long term retention within market. If
enterprise wrongly target the audience than they are unable to generate profitability. In this
digital era, the entities get actual needs and wants of customers. However, Rogues and Rascals
Barber Shop will segment their audience by use of differ digital platforms. Henceforth, this
enterprise could use segmentation as geography, demographics and psychographics. At this, firm
will look at the age and gender. Rogues and Rascals will create their own website and people can

visit their and can book their appointment as per their suitability (Frishammar, Hernell and
Carlsson, 2018). Thus, this digital marketing approach will be benefited as this will provide
chance to get ease services. Therefore, entity will serve their service to customer by offering low
price and convenient barbershop that is attractive to young adults, middle age women etc. For
this, both men and women will be selected by having attractive haircuts and they also look for
affordability of services. Rascals and rogues is a barber shop that is located within Prescot,
England. It is the busiest street. Therefore, they are trying to take initiative to have use of digital
technologies in this 21st century and to cope up with increasing market competition for business.
They will develop digital marketing strategies for business so that customer can get attracted
towards the services of entity.
Henceforth, the haircut prices are low as compare to their competitors. Thus, primarily
focus is on the low price as indication of value. To attract the customer, they have adopted the
strategy as high-quality hair cut with affordable price rates.
Objectives-
The main aim is to provide comforting yet stimulating services with use of digital marketing
strategies (Yang, 2018). Henceforth, positive atmosphere has to be develop so that customer can
able to relax their body and mind through having advantage of wide range of services. Thus,
objective of the Rascals and Rogues are as-
 Specific- To generate a service base firm whose primary goals is to enhance
customer expectation and to attract 500 new visitors.
 Measurable- To put major, emphasize over quality, originality and world-class
service.
 Action- To create the new and modern hair saloon with use of digital marketing
strategies to customers and increase sales by 10%.
 Realistic- To analyse the need of customer and to know how they are affected by
the technologies and accordingly develop digital marketing strategy for Rogues and
Rascals Barber shop (Frishammar, Hernell and Carlsson, 2018).
 Time- To have enhancement in the number of client service by the at least 20%
within period of six months through superior performance and world of mouth
referrals.

Channels
It is defined as people, organisation and activities that transfer the ownership of goods
from the point of production to the point of consumption. This is defined as way in which
products gets to the end user. Thus, the channels are defined in following manner are as-
Social media- The strategy as social media aids to reach maximum number of customers. In
this digital era, the number of customers use to relay over strategy that aids to gain competitive
advantage within market. Social media strategies are expert in terms to manage online
communities. This is one of the attractive channel that aids to create and oversee the execution of
plan through specific steps to meet out the desired goals and objectives. It is defined as long term
approach that aids to attract customers. However, this is one of effective strategy that helps to
meet the desire goal of the entity (Kumar, 2018). This is inclusive of channel as Facebook,
Instagram, search engine, mobile app, E-mail etc. The Facebook aids to provide the information
as increase and decrease in page likes. Thus, awareness about the new offers and services can be
done with the help of this channel. Thus, total number of followers on the Instagram page aids to
identify the strength and weakness to the firm. Rogues and Rascals has their own website. This is
one of the effective channel as people can visit the website and book appointments as per their
suitability.
Digital display advertising- This is type of online advertising strategy that comes in several
firms and also inclusive of banner ads, rich media etc. It is also termed out as the banner
advertising that conveys text, logos, animation, videos and other graphics. However, this is one
of the effective tool that frequently target users with particular course of action that aids to attract
the customers. It is defined as online advertising that reflects within number of forms as banner
ads, rich media and more. Henceforth, this is attractive channel that mainly based on elements
such as audio, images and video to communicate advertising message. On the other hand, it can
be stated that digital display strategy defined as plan of action that incorporates text, pictures and
logos on a website or search engines. This is one of the attractive tool that aids to attract
customer also aids to build competitive advantage within market.
Email marketing- This is defined as tool that defined as sending of commercial message,
typically to group of people with use of email. Hence, this allows and aids to create targeted and
personalised message. However, it can be stated that this aids to improve response rates to direct
marketing campaigns (Graham, Moore and Miller, 2019). Henceforth, email marketing defined

as effective digital marketing strategies that promote brand and increase sales. Additionally,
Email marketing strategy defined as set of procedures that marker identifies and follows on terms
to gain desired marketing goals from email advertising. This is defined as plan of action that
gives business the direct channel of communication and also allows to have brand promotion. It
is termed out as efficient way that ensures small business that can reach out to customers,
enhance customer base and build their reputation. Thus, Rogues and Rascals can have the use of
this strategy in terms to aware customer about the new services to customer with unique and
attractive messages. Periodically. communication with customers aids to achieve desired
marketing goals from email advertising.
Affiliate sites- This is defined as an affiliate programme and also termed out as an
automated electronic program that involves web advertiser and recruited webmasters. It is one of
the advertising models in which firm compensates third party publishers that leads to firm
product and service (Frishammar, Hernell and Carlsson, 2018). Henceforth, internet has
benefited in terms to increase the prominence of affiliate marketing. Thus, Rogues and Rascals
can have the use of this channel as this works as to promote the product and service to customers
and to gain competitive advantage within market. This is defined as process of earning
commission by promoting commodities within the market. It is kind of creation and product
marketing across the different parties to sell their services.
Search engine optimisation- This is process that defined as strategies, techniques and
tactics that used to enhance number of visitor to website by obtaining high ranking placement.
Therefore, entity needs to have use of search engine as google, bing, Yahoo and other search
engine etc. With the use of this application, the customer within the market can get attracted.
Video advertisements- It is the channel that works as to encompasses the online display
advertisement that have video to attract customers. This is one of the strategic tool that aids to
gain the competitive advantage within market. To create high impact video advertising, Rogues
and Rascals can attract the customers for long term purpose. Thus, video advertising aids to
capture the attention of the target market. This will allow firm to inform quickly and visually
entertainment that creates powerful platform for conversion. Thus, one of the benefit advantage
is that firm can advertise their product and service at the cheaper rate with internet marketing as
compare to other traditional methods (Kim, 2018).

It can be defined as the selection of the suitable source through which the Rogues and
Rascal Barber shop can advertise their goods and services via adopting a effective digital
marketing strategy. Selection of the effective marketing strategy will allow the company to
enhance the sales which results in maximised profitability and growth of the firm (Venkatraman
and Murthy, 2018). Selection of the appropriate channel based on 4 Cs framework model which
describe the selection of the potential strategy, these factors are described below:
Customer
This strategy will allow the company to identify the revenue and profit maximising
strategies which allows the company to satisfy the needs and requirements of the customers. It
allows the Rogues and Rascals Barber Shop to focus on being product-led to companies by
making things that customers didn't want (Aswani, Ilavarasan and Dwivedi, 2018)..
Cost
This digital marketing strategy will allow the company to offer the cost which will satisfy
the needs and requirements on a nominal price. As this digital marketing strategy will allow the
Rogues and Rascals Barber Shop to influence the buying behaviour of the customer.
Convenience
This factor within the digital marketing strategy will allow the Rogues and Rascals
Barber Shop to make the products available easily (Li and et.al., 2018). Therefore, Rogues and
Rascals Barber Shop will have the easy reach and also provides the easy convenience to use the
products and services (Aswani, Ilavarasan and Dwivedi, 2018). Along with this this type of
digital marketing strategy will allow the business to attract more customers as this company has
developed an attractive showroom to provide the First-class hair saloon facilities to their
customers.
Communication
As Rogues and Rascals Barber Shop have expanded the services at their shop so it need
to be clearly communicated to the large number of audience in order to engage more customers
to try such facilities at barber shop. So, this strategy basically focuses on the clear
communication via using strong digital platform to communicate the services to the large
number of audience (Aswani, Ilavarasan and Dwivedi, 2018). It will create the urge among the
customers to try such services once and this will ultimately maximise the profits and sales of the
firm.