As a marketing major, I feel that there is an internal battle with myself when it comes to being marketed to. Sometimes I react to marketing strategies that are used on me differently than the average consumer. When it comes to myself being affected by the marketing of products, I feel like part of me does not want to “fall for” marketing techniques, and other parts of me want to buy a product just because of how well it was marketed and I want the company to get credit for it.
One of the times I tried to resist being affected by a marketing technique was when I got my haircut at Emporium salon, a branch of Aveda, in Athens. I had been looking for a better hair place than Great Clips, which is where I frequented for my first 2 years of college #rip. I scoured google for somewhere to get a cut that was not insanely expensive. (also the fact that boy haircuts cost significantly less than girls is a situation that I would like to protest, but that is for another time.) On the website, I saw that The Emporium offers a 20% discount for your first visit. I get it, you discount the first one to get the customer in the door and then they keep coming. I am a marketing major, I know how they think. My thought was “Oh, I will use this discount this time, but joke’s on them. I won’t come back” and I went back, and back again, and now this is my preferred hair place and I recommend it to all of my friends. Good job, Emporium, you won.
I am in need for a haircut again, so I went to the website to see if I could set up an appointment online. I found out that I can’t do that, BUT I saw that they have a YouTube channel with some ads for their products, hair tutorials from real life people using their Aveda products, and videos on Aveda’s philanthropic efforts to help the environment. I also found their Instagram and it is very well kept up, and seems to be the main avenue that Emporium uses to get updates out, such as closing for weather and new promotions. There is also a Pinterest that is linked to Emporium’s website. However, it is obviously not watched as closely as the Facebook and Instagram accounts. It would be acceptable to elect not to devote time in to making a Pinterest account since Pinterest is not one of the top 3 social media platforms. However, it would be a missed opportunity not to be present on Pinterest. Pinterest is the platform people use to find new hairstyles and trends, which is where Emporium wants to be.
What I have learned about Emporium Salon is that their digital marketing is done very well, and they know what they are doing. My one critique is that they should commit a little more to their profile on Pinterest.