completed bevel mktg plan

of 28- Bevel IMC Plan

BEVEL-MARKETING COMMUNICATION PLAN

Immanuel Howell-Bey

MBA Candidate

Roosevelt University Heller College of Business

[email protected]

IMC 409- Methods of IMC

Spring 2016

mailto:[email protected]


EXECUTIVE SUMMARY

The goal is this marketing campaign to assist Bevel in increasing overall brand awareness, sales,

and market share with their target audience of African Americans and other minorities aged 19-

45 years who are looking for a solution to skin irritations. The campaign is entitled the Question,

which will feature the message: “Are Multi-blades for you?” This message is directly targeted at

your current competitors Proctor and Gamble who dominate the men’s Multi-blade shaving

market with Gillette brand razors and products. This message is designed to make current

minority men question why they’re using Gillette brands, and to educate them on the damage

that those products are doing to their skin. This campaign seeks to increase sales and raise

overall brand awareness by making current customers market their experiences, in the form of

video testimonials (vlogs) to social media followers and friends. Many people make buying

decisions based on the recommendation of those closest to them and the overall number of ways

they’re directly marketed to.

We are proposing a number of tactics that when combined with the Video Testimonials will

create a lot of buzz about the product:

- Public Relations: Building relationships with Pubic Blogs, YouTube Channels, Celebrity

Endorsements

- Digital Marketing: Facebook, Instagram, YouTube, Twitter, Pinterest

- Event Marketing: Barbershops

- Sales Promotions, Contest, Sponsorships

- Direct Marketing – Emails, Text, Newsletters

This marketing campaign will be the first that markets directly to minority customers who have

been ignored by mainstream grooming products for years. By directly marketing to our target on

all fronts we have the opportunity to profit off of the minority Trillion dollar buying power.


Table of Contents

Executive Summary …………………………………………………………………… 2

Business Situation Review…………………………………………………………….. 4

Strengths………………………………………………………………………............. 4

Weaknesses……………………………………………………………………………. 5

Opportunities…………………………………………………………………………… 6

Threats………………………………………………………………………................ 8

Secondary Research……………………………………………………………….…... 8

Trends………………………………………………………………………………….. 8

Buying Behavior…………………………………………………………………….…. 9

Competitors…………………………………………………………………………….. 9

Positioning……………………………………………………………………………… 11

Analysis of Communication Situations………………………………………………… 12

Communication Objectives…………………………………………………………….. 12

Marketing Objectives…………………………………………………………….…. 12

Marketing Communication Objectives……………………………………………… 12

Strategic Idea ………………………………………………………………………….. 14

Target Audience Analysis …………………………………………………………… 16

Competitive Target …………………………………………………………………….. 18

Message Analysis………………………………………………………………………. 18

Program of Tactics ……………………………………………………………………… 20

Questions in Forum…………………………………………………………………… 21

Sales Promotions/Contest……………………………………………………………… 21

Public Relations…………………………………………………………………………. 22

YouTube Promotion…………………………………………………………………… 23

Marketing Event ……………………………………………………………………… 23

Paid Advertisement …………………………………………………………………… 24

Podcast……………………………………………………………………………… 24

Music Sharing Service ……………………………………………………………… 25

Endorsements…………………………………………………………………………… 25

Executions ……………………………………………………………………………… 26

Final Conclusions………………………………………………………………………. 27

References…………………………………………………………………………….… 28


Business Situation Review

Strengths

Bevel- A shave system with black men in mind

Bevel is a company that can relate to its target market. Like many men of color we have all asked

ourselves – “What can I do to stop razor bumps”? Potential customers are drawn to Bevel

because of the CEO’s story- A young graduate student wanted to find a solution to cure his razor

bumps caused by using products that were on the market. Most men are defeated and simply to

shaving all together or rely on home remedies to combat this Issue. Tristen Walker saw the lack

of commercial products on the market that directly target this issue and started Walker and

Company and design a product with People of Color in mind.

All in one packaging of razor and natural Skin Care system

Bevel’s Shaving system is in line with what Dermatologist suggest, is the only method that men

of color should follow during their shaving routine. Due to having curse and curly hair, hairs

must first be soften and lubricated prior to applying shaving cream. Bevel provides priming oil

which contains olive and lavender oil that adds a layer of protection against irritation and

swelling. Next step Dermatologist suggest that the skin must be exfoliated and lifted which

Bevel achieves with its engineered Brush and Shave cream with White Tea and Aloe Vera. Then

there is the razor itself, a steel double single blade razor that cuts hairs close but not deep below

the surface. Doctors don’t recommend anyone who may suffer from razor bumps or skin

irritation to use multi-blades as cutting too deep will cause bumps and irritation. The final and

most important step is the aftershave. Alcohol which is a key ingredient in most popular


aftershave brands is harsh and dries the skin. Bevel’s aftershave is made with tea tree oil, jojoba

oil which repairs and moisturizes the skin.

Low Cost subscription service

Today Bevel has a large community filled with people of color, many of which are first time

shavers. They love the convenience of signing up for a system and not having to worry about

running out of the products they love. With the inexpensive monthly subscription service,

products arrive every to customers home every 30 days.

Online community to assist first time users

Bevel has grade-A customer service representatives, but also an online forum that lends a

helping hand to gentleman who are new to the service. The employment of the “Each one, Teach

one” initiative is key to the family atmosphere and it makes new users feel welcomed and apart

of the Bevel family.

Weakness:

Bevel is a hidden gem.

It’s a great product that lacks mainstream advertising and widespread distribution. Products are

currently only offered online through the GetBevel.com website. While this may create a cool,

exclusivity factor for the product, it has proven to prevent market share growth for the Walker

and Co flagship product.


Credit Cards Only

Due to online only purchases, customers without credit cards are locked out the opportunity to

purchase Bevel products. Also older men who may not be technically skilled with using the

internet may also miss out on purchasing your items.

For Men Only

The Bevel brand only caters to men of color. African American women face the same lack of

mainstream grooming products of their male counterparts. Bevel is missing out on a

demographic that they can assist.

Other minority groups

While it is known that black men suffer from skin irritation from multi-blade razors, Asians and

Latinos are also suffering from lack of products aimed to assist them with skin irritation. Both of

these demographics represent a large portion of the country and could help increase market

share.

Opportunities:

Bevel has a great opportunity to drive customers away from main stream competition.

Let’s get younger

With a target market aged at 21-40 there is room to market the Bevel Shave system to younger

men of color. College aged students 17-20 are looking for a clean look as they are taking part in

student leadership as well as internships. Currently men of color are in that age demographic are

purchasing the Gillette Fusion Power sensitivity Razor or relying heavily on their barber for their


facial grooming needs. By directly marketing to this segment, there is an opportunity to get an all

in one shaving kit in their heads has the opportunity to be a gateway to those teens becoming

lifelong Bevel men.

Women of Color

African American women spend 5 times the amount on grooming products then their male and

white women counterparts combined. Venus Shavers are receiving a large portion of that market.

By creating a product designed to eliminate razor bumps in women, Bevel will gain minority

women customers that Venus currently holds.

Sensitive Skin

Men with acne and sensitive skin will benefit from directly marketing your natural skin care

products that are included in your Bevel Shaving kit (natural face lotion, face prime oil,

exfoliator), current leaders Dollar Shave Club, Gillette and Harry’s aren't offering products to

fight and prevent irritation. We can take customers away from those companies due to their lack

of product offerings.

All Minorities

Current Marketing Material focuses on African American men, while other minorities such as

Latinos and Asians also are unable to use multi-blade razors. Data shows that many minorities

are using Schick Hydro razors. Increasing marketing materials that features all men of color

would ensure that they too feel that this product is for them.


Threats:

Procter & Gamble who owns over 60% of the shaving market has created an online shaving club

that currently reaches 20% of the market. Currently they follow and lead the multi-blade shaving

trend, yet if they created a single blade shaver it could cause an issue with the Bevel Target base.

L’oreal who is a very popular brand in the African American community due to their skin care

products, could break into the men and women shaving sector. Having already secured a place in

the mind of minorities if they entered the market they could have a large market share that would

compete with Bevel.

Secondary Research:

Trends

In the African American Community, growing long facial hair

has been a leading trend for years. It’s become more of a

mainstream phenomenon with famous NBA star- James Harden

(pictured left) Hip hop superstar Rick Ross (pictured right)

growing their breads to an extremely long length. But that

doesn’t mean that men of color aren’t

shaving or using grooming products.

Male skin care is one of the beauty industry's fastest-growing sectors.

According to a study done by Mintel, African-American consumers

make up an estimated $774 million in retail sales, and within that


report it showed that AA Men are more likely to use grooming products, moisturizers, and

razors. Although growing their beards longer African American men are shaving the neck area.

Black men groom more frequently in order to maintain a clean clear facial hair look.

Buying behavior:

Large companies such as Proctor and Gamble simply don’t market their products to the African

American community. According to data from Defy Media 40% of men whom purchased their

grooming products in the last 3 months were made aware of them by close friends or family.

African American consumers are five times more likely to purchase ethnic beauty and grooming

products on personal-hosted websites than any other ethnic group, according to a consumer

report published by Nielsen. Local Ads, coupons and mailers were almost equally effective at

spreading the word: 41% of respondents said they were made aware of a grooming product they

purchased in the previous three months thanks to well-executed advertising.

Competitors:

Proctor & Gamble: Gillette Pro-glide with Flex ball technology sales for

$12.09/razor blade. It is a 5 Multi-blade razor designed for sensitive skin.

It uses Gillette’s soft, protective micro fins to help protect skin from cuts

and nicks. It also features a Pro-shield with lubrication. Gillette Marketed

this product in Ebony Magazine and many people of color are consumers

of this product despite some according to reviews still experiencing razor

bumps.


Dollar Shave Club currently has 58% of online subscription grooming market, and is the No. 2

cartridge brand by volume With large TV ads their business have

grown at an high rate. By offering a low rate monthly subscription

of $1/twin razor they have shown that they are a real threat to

Gillette and the Men Grooming Market. The addition of Shaving

products, some of which are natural is direct competition for Bevel.

The Humble Twin is a dual blade razor and its main consumers are those with sensitive skin.

Schick prides itself on offering the best sensitive multi-blade razors

on the market. The Hydro 5 Sensitive Razor is the flagship

sensitive razor for what is now the 3rd

ranked Multi-blade brand in

the United States. Due to its sensitivity reviews and marketing men

of color represent 14% of the customer base for Schick.

Local Barbershops African American men on average get a

haircut/trim every 8 days. The barber is the trusted hair guru who

helps you achieve the look of your favorite celebrity or style icon. It is also the only place that

many trust receiving a shave. Due to the fear, lack of

knowledge, or available products many men of color leave

all skin shaving care up to master barbers. But electric

trimmers mixed with improper techniques cause the same

irritation and razor bumps as multi-blade razors.


Positioning In the male grooming market Bevel positions itself as the lone Single blade shave

system designed for men of color on the market. It is also one of the few that directly targets

black men. Major grooming brands such as Gillette, and Dollar shave club only market to the

mass audience and consider minorities as the Niche market. Bevel positions itself as the true

solution to skin irritation faced within the minority community particularly American Americans.

SINGLE BLADE MULTI-BLADE

LOW COST

HIGH COST

Gillette

Dollar Shave Club

Barbershop

Schick

Bevel Shave System


Analysis of Communication Situation

Bevel is doing a great job at connecting to its audience, being featured a number of times in

fashion magazines Gentleman Quarterly, Esquire, In-style, tech giant websites Cnet.com,

Engadget, and the Huffington post. Bevel has been named GQ 2015 grooming product of the

year and has inked many celebrity endorsements in the African American community. Hip hop

legend Nas, NBA legend Magic Johnson, current NBA superstar Carmelo Anthony have all help

Bevel with brand awareness.

Marketing Objectives:

The primary objective is to build on momentum from celebrity endorsements and magazine

publications to increase marketing share and raise overall brand awareness by 10% by fall 2016.

Use the increase of local demand to start the pull strategy in order to get products into large chain

retail stores. Marketing communication outline to achieve this objectives are as follows:

Marketing communication objectives:

The marketing communication tools used to complete our objectives will be – direct marketing,

advertising (magazines, podcast, music sharing apps), social media (facebook, twitter, Intagram,

Snapchat, Vine,) digital marketing, (blog, Bevel website, Newsletter) Public Relations (Events,

Brand Ambassadors), and sales contest/promotions. Each tool when combined will raise

awareness, by being visible in more places, customers. We want customers to will feel a

connection with the product and the Bevel brand. The goal is to get a conversation started and

raise the consciousness of our consumers, and ensure that word of mouth will make the Bevel

shave system a product creditable, and reputable.


The new campaign “Are Multi-Blades 4 U” will serve as a message that will focus on educating

men about the negative effects of Multi-blade Razors on their skin. This will serve as a rally cry

to let men of color know that there is an alternative to the mainstream market trend of multi-

blade razors.

Advertising will continue to be done in popular fashion magazines, but I would like add Ebony,

Black Enterprise, Jet, XXL, and Sports Illustrated. These magazines are popular among our

target audience; they also feature our popular endorsers. Ads in these publications will increase

the likelihood of our message reaching our intended audience.

The campaign will of course be advertised throughout the Bevel website and blog. Being that

African Americans make a ton of purchases through personal websites and blogs, Bevel already

has the framework to capture more of this market. Adding subscribers to the blog will be

extremely important to carry the campaign message to current and potential customers.

Social Media is a place where individuals communicate their ideals and daily habits to the world.

While we will place banner ads on each of these medias, we will also use our current customers

to spread our campaign message by using hashtag #AreMultiblades4U. Using the data from

Buying Behavior section we know that men buy items because their friends and family have

recommended them to use it. In this new generation “followers” or “friends” on social media

also draw people to make purchase decisions.

Sales Promotion/Contest will be combined with the social media hashtags to encourage our

customers to participate. This will bring more local awareness to our brand and add to our

creditability, that not only celebrities but real people use the Bevel product.


Public Relations will be used as the glue to bring Brand Ambassadors to carry our message.

Spreading our message to barbershops, events and other key figures will increase brand

perception and create the “essential factor” Bevel needs to be a staple item in the community. It

will also be important to use other avenues of new media such as podcast sponsorship and music

subscription services, as both reach millions of users.

Strategic Idea

This communication strategy will be aimed directly to American minority men aged 19 to

45 with coarse and curly hair, who are seeking guidance on grooming techniques due to their

struggle with skin irritation and razor bumps. In order to reach our target market and gain their

attention I propose that we start with a digital marketing campaign that asks a simple question-

Are Multi-Blade Razors for you? The answer to this question will be the baseline of attracting

and educating customers on the harm of multi-blade razors. We will then in turn explain why a

single blade has been the blade of choice throughout history. We will explain the benefits and

exactly how to use this grooming tool effectively.

The digital marketing strategy will roll out using platforms that are already in use by the

bevel company. The website and blog will serve as the central hub for users to see

advertisements and articles featuring images of men using the products and gaining education for

proper techniques. The “Are Multi-Blade Razors for You” question will be posed to the Bevel

community forum in order to encourage current customers to start a conversation and share

stories of their troubles using the razors and how bevel has been a solution. Direct newsletters

will be sent to blog subscribers to explain that Bevel wants to take the AMBR4U campaign

conversation to social media, and encourage everyone to use the hashtag #AreMultiblades4U.


During the social media push, we will also email E-newsletter to our subscribers encouraging

them to create and share their own Vlog or Social media post answering the “Question”. A free

30 day supply of Bevel grooming products will be awarded to those whom create the best videos.

The Vlogs will feature men using the Bevel System and giving testimonials of why Bevel is the

true alternative to Multi-blade razors on the market. The Vlogs will then be place on other

popular social media- YouTube, Instagram, Snapchat and shared on Facebook, and Twitter. This

campaign message is designed to speak directly to Gillette customer base. We want them to

question their shaving techniques and know that not only does Bevel offer a quality and superior

product but an entire system which will save them money over the lifetime of product use.

During this time we will use our Public Relations team to reinforce our message and spread it to

blogs, magazines, podcast, and internet radio stations and popular YouTube review channels.

They will also host events at local barbershops to encourage barbershops to carry our product

and become our local brand ambassadors.

Through our social media and digital campaign, potential customers will begin to

recognize the Bevel brand but we have to transition that interest into sales. This is where I

believe the digital marketing paired with Bevel being offered for online sale exclusively helps.

By ensuring that each vlog, blog and social media post will feature links to the product for

purchase; customers will make quick buying decisions. Through the sale subscription service

that you offer each new customer is generating 3 months of revenue and continued business.

Once we physically enter the community through barbershops, barbers will use and sell our

products which will create demand.


The positive impact of this successful campaign will be measured and evaluated by the number

of website clicks, vlog shares and subscriptions it generates as well as the sales volume.

Expressing our gratitude to our customer base at the conclusion of the campaign will serve as an

opportunity to drive more awareness and show that we care about our customers. This also sends

a message to our new customers that they now belong to the Bevel family.

Target market analysis

The target markets for the Bevel Shave System are African American and other minority men

aged 19 to 45 with coarse and curly hair who are able to grow facial hair. These men may lack

proper shaving knowledge, suffer from ingrown hairs and/ or razor bumps and are looking for a

solution.

Why this demographic?

Age- By the age of 19 men are starting to grow into habits that will remain for the remainder of

their life cycle. When men find an essential product such as a grooming product that works it is


very difficult to change their habits. By gaining share of this age demographic we are ensuring a

potential life-long customer relationship.

Race/Nationality- It’s simple science that has been proven that single blade razors dramatically

reduce the risk in men of color from having razor bumps. It also known that current market

leader Gillette doesn't have a single product that is aimed for men of color. By ignoring this

customer base it is only natural that they are looking for a company to cater to their needs, and

Bevel is that solution.

Is the target big enough?

African American men spend millions of dollars on grooming products annually, and most of

that money is going to products that don't directly market to them.

Will the target be easy to convince?

Minority men have been quietly suffering from skin irritation without a real widespread solution;

we want to attract those men with our message. The “Are Multi-Blade Razors for you” campaign

ads picture minority men, the psychological importance of this cannot be overstated. To be able

to see advertisements that you can relate to and hear stories that are far too common to your own

will convince potential customers to spend their money on the Shave System. The impact of this

relatability will cause the world to spread and convince others whom are in the same

circumstances.


Message Analysis

Are Multi-blade Razors for You?

This is a question that on the surface is extremely simple and streamline, with a simple yes or no

answer. Either they are for you or they aren’t. But it actually taps into the emotions of those who

for years have walked down the aisle of Target or Walmart and tried to find a solution to simply

shave their face. It’s painful to realize that none of the boxes in the aisle feature a face that looks

like you, and that 3, 4, 5 and now 6 blades will do more harm to your skin then help. This

message is relatable to anyone who has been in that situation. Or anyone who has tried to shave

and ended up with a neck full of embarrassing razor bumps. The answer to this simple question

has an answer in the form of a solution which is Bevels shave system. Bevel’s founder is a guy

who asked himself this same question and created a brand so that others never have to go

through the trouble of not having a product designed for their skin. There is 100 years of history

behind the multi-blade competition, but Bevel need not worry. This campaign message will

inform consumers that Bevel is not just a grooming company with just a few shaving products,

but rather a problem-solving company. None of the current shaving businesses market a single

bladed razor, and Bevel's subscription is cheaper than other competitors.

Competitive Target

Our message focuses on the damage that Multi-blade razor can have on men of color’s skin. And

although dermatologist recommend heavily against the use of multi-blade razors, men of color

still use these products as they feel they simple don't have a choice. Gillette whose parent

company Proctor and Gamble are the lead in multi-blade shaver market. Our number one goal is

to successfully gain market share from Gillette, our number one competitor in the market.


Gillette has built its brand on the creation of the multi-blade system. In the early 1970’s their

creation of the Trace II was marketed as ‘a product that reduces the amount of force needed to be

applied to the face and thus reduced the amount of irritation to the skin’. They were extremely

successful because of advertising campaigns and slogans denigrating the straight razor's

effectiveness and questioning its safety. This effectively started the revolution of what we see

today-three to five to seven blade razors. But how much research has been done behind the true

science of what a multi-blade does to hair above and below the surface.

Bevel’s advantage over Gillette is in the science of the effects of a multi-blade razor.

Let’s take a look at a three blade razor- Mach3 which has been the leader of Gillette product line.

This product markets itself as the fastest way to receive a close shave. The three blade system is

designed to use multiple blades to achieve a close shave. The first blade that passes pulls your

hair in an upward direction, the second blades cuts the surface hair while the third cuts hair

beneath the skin. While this does produce a close shave, it also increases the risk of trapping

hairs beneath the skin which is the number one cause of ingrown hairs. This irritation is

especially more likely to occur if the user has coarse or curly hair. The single blade system while

timely, avoids cutting hair below the surface.

Using an evidence-based approach to market the Bevel grooming system by educating and

informing users of the direct differences between multi-blade and single edge razors, will

increase credibility to the brand. Also by comparing our shave system to a widely known and

respected system will bring awareness to those who may have heard about the Bevel Shave

System.


Program of tactics:

We plan to use a number of well thought out tactics to build momentum and covey that Bevel is

aimed at providing an end to skin irritations and razor bumps caused by multi-blade shavers and

improper shaving techniques in men with coarse and curly hair. The tactics will roll out in

particular order to increase the knowledge of the message.

Advertisements and Stories on Bevel Blog/Website

The first tactic will be creating stories and advertisements on the Bevel website. The first story

will be titled with our campaign message: “Are Multi-blade razors for you” in this article we will

compare multi-blade razors with single blade razors. Information from this article will serve as a

baseline to our campaign. Accompanying this article will be photos of razor bumps and how

multi-blade razors cut users skin deep below the surface. More ads displaying pictures of men

shaving with easy Bevel Shave System steps.

Questions in the Forum

Using the Bevel blog, moderators will encourage the bevel community to share their stories with

using multi-blade razors. These forum stories are designed to give more first-hand information to

the Bevel community, in hopes that they will share this information to family and friends.

Social Media Hashtags

The next step in the campaign will be the use of social media hashtagging. We want the

community at large to be informed about Bevel’s awesome products. We know that social media


is a key communication element and reaches individuals far quicker than any other media today.

Through a newsletter sent to our community we will encourage the Bevel community to post

pictures, videos testimonies accompanied with the hashtag: #AreMultiblades4u. Our goal with

the hashtag initiative it to make it a trending topic. We want to start an online conversation with

potential customers, and make them question their current grooming techniques. When

individuals see their friends and follows discussing issues with Multi-blades, they will research

the company and become potential customers. One we gather steam with the hashtag initiative

we will turn it into a contest.

Sales Promotion/Contest

The Bevel brand #AreMultiblades4u contest rules will be designed to increase flow of traffic to

Bevel website, as well as provide free marketing and promotion for our campaign message. For

those who want entry into the contest, they must first add the Bevel social media accounts -

Facebook, Instagram, Twitter, and Pinterest. Next contestants must share one of Bevels: Are

Multi-blade razors for you blog post. Contestants must then post a Video message to their

personal social media account with the #AreMultiblades4u hashtag. The contest will last for 3

weeks and at the conclusion the winner will receive a free 30 day supply of product. With a


large number of posts circulating the web, it will be hard to avoid the Bevel brand name. We

want each social media platform to storm with videos from Bevel customers.

Public Relations-

The Bevel public relations team will build relationships with popular men’s grooming bloggers,

high subscriber YouTube channels and fashion and lifestyle blogs.

According to Nelson African American’s spend 50% more time on personal hosted websites

(blogs) than other groups. This means that having our message and products featured on popular

review blogs increases the likelihood of more consumers purchasing our products.

Grooming blogs are in need of products designed with minorities in need, in an interview

popular blogger AJ James, founder of Ruggedly Groomed, a men’s grooming blog. “It’s nice

that I receive tons of grooming products by mainstream brands. It’s not as nice that I end up

having to get rid of it because I simply can’t use it”. He continues by adding “You would think

that a lot of bigger brands would focus in on men of color and say let’s make a line underneath

our line that does focus on men of color,” Placing the Bevel shaving system Kit in the hands of

bloggers will encourage positive reviews, as well as assist with share of mind with our target

audience.

Popular Glooming bloggers that we want to review Bevel Products:

• The Urban Gentleman: 100,000 Subscribers

• Ruggedly Groomed: 250,000 Subscribers

• Grooming Essentials Blog: 275,000 Subscribers

Fashion bloggers are major influencers on Style and trend analysis, it is also key to have the style

bloggers endorse our product as people look to them in higher regard than celebrity


endorsements. Fashion blogs will give our product the cool factor and they will write reviews on

the look and feel of the product.

Popular Fashion Bloggers that we need to review Bevel Products:

• Street Etiquette: Over a Million Subscribers

• Brooklyn Circus: Over a Million Subscribers

• Men’s Style Pro: Over a Million Subscribers

YouTube Channels-

Just as important as having internet blogs review and written articles on your brand, it is

extremely important to have popular YouTube channels cover your brand. Some of the most

popular you tubers have a following well over 1 million. With their content being shared on

other social media sites, our message of the single blade razor will be heard a number of times by

our target market.

Events in Barbershops

As mentioned in the competitor’s portion of this plan men whom are unable to shave by regular

means often allow their barbers to trim their facial hair each week. It will be important for the

Public Relations team to host events inside local barbershops. At these events, potential

customers will be informed about the Bevel brand and product line. The PR team will educate

barbers as well as customers on the importance of shaving with single blade vs multi-blade or

facial trimmers. Samples of products will be given to customers and barbers will become brand

ambassadors, helping spread the word about Bevel.


Paid Advertising:

Combined with the success of the social media and digital marketing campaign it is equally

important to run advertisements, in popular familiar magazines and publication amongst our

demographic. We will play close attention to placements and I recommend that we run smaller

ads a number of times as they perform better and grab more attention than larger ads that aren’t

run as frequent. The print ads will be aligned with our online campaign “Are Multi-blades for

You”. Ads will picture the full product included in the Bevel grooming kit along with quotes

from dermatologist explaining the benefits of Single Blade Shaving. We would ask that men of

color be pictured shaving in order to reinforce the idea that this product is geared toward

minorities.

Our ads will be featured in Ebony, Sports Illustrated, Jet, XXL, and Black Enterprise. These

magazines are highly read and regarded as the go to magazines for in black business, fashion,

lifestyle, sports and music and entertainment.

Podcast:

iTunes podcast app is the home of thousands of shows that have a huge following. Everything

from your favorite television shows, talk radio, politicians and reality stars have their own

podcast. 53% of our target markets are Podcast consumers according to Triton Research survey

conducted in 2015. In order to market our message to podcast listeners we have to assist with

sponsorship. It is important to be strategic and research which podcast will have the biggest

impact on our target audience. Popular Podcast with large following amongst our target

audience:

#1- The Read over 250,000 subscribers 49% are members of our demographic

#2- Another Round- just over 200,000 subscribers 45% are members we need to reach


#3 Friends like us- 175,000 subscribers with 60% of our demographic

Music Sharing Apps Apple Beats 1 Radio, Pandora, Spotify, Tidal

More and More people are listening to music not on the radio but through their smart devices,

and using the four major music sharing applications. Pandora, Apple Beats 1 Radio and Spotify

lead the pack with Tidal in a far distant 4th place. Total each is combined with over 300 million

subscribers. Subscribers will not only hear our message but thanks to in app advertising and

purchases, they will be able to buy Bevel product after reading why Multi-blade razors are a bad

choice for their skin. Paying for ad space is a good idea to increase brand awareness and

message.

Endorsements:

We will continue to look to add more celebrity endorsements in sports, entertainment and

business. We would want to have those celebrities feature our products in their social media as

we believe that seeing celebrities actually using the products is far more creditable and would

add more excitement than a magazine ad featuring them with our product.


July 10, 2016

Public Relations get reviews on popular Men’s Grooming

blog

JUNE-30, 2016 CHECK WEBSITE SUBSCRIPTION

NUMBERS & SALE INFORMATION

ARE MULTIBLADE RAZORBLOG POST ON

BEVEL.COM WEBSITE

Questions Begin to be posted on bevel.com Message board to users about

campaign message

HASHTAG SOCIAL MEDIA PROGRAM

#AREMULTIBLADE4U

GROOMING BLOG REVIEWS CONTEST BEGINS

EVENTS IN BARBERSHOPS

JUNE-1, 2016

Begin to post a series of articles and pictures concerning the new Campaign message: Are Multi-blade Razors for

You?!?

June-15, 2016 Begin 2nd phase of AMB4U Campaign Getting Bevel community conversation

started in forum

June-30, 2016

Bevel Community Begin #AreMultiblades4U on popular

Social Media Sites

JULY 5, 2016

Bevel Community Begin #AreMultiblades4U Vlog Contest on

popular Social Media Sites

FASHION BLOG REVIEWS YOUTUBE REVIEWS

BRAND AMBASSADORS

SELLING PRODUCT

AUG 1, 2016

Paid Ads featured on popular Streaming Apps

JULY 21, 2016

Bevel Community Begin #AreMultiblades4U Vlog Contest on

popular Social Media Sites

July 23, 2016 Bevel Community Begin

#AreMultiblades4U Vlog Contest on popular Social Media Sites

JULY 26, 2016

vlog contest ends- sales promo for winners

JULY 30TH, 2016

Sponsor popular podcast, use them to spread campaign message to followers

JULY 15, 2016

Public Relations gets reviews on popular Men’s fashion blog to write

reviews

July 15, 2016 Public Relations get’s reviews on

popular Youtube Channels to reviews

JULY 16, 2016 CHECK WEBSITE SUBSCRIPTION

NUMBERS & SALE INFORMATION

July 24, 2016 Check website subscription numbers &

Sale Information

CONTEST ENDS SPONSOR POPULAR PODCAST

PAID ADS ON STREAM MUSIC

APPS

SEPTEMBER ISSUES ADS IN

MAGAZINES

Events in Barbershops CELEBRITY ENDORSEMENTS

POSTED ON SOCIAL MEDIA

AUG 5, 2016

Bevel commuity 2nd Event at locial barbershops

AUG 15

Large Ad featured in september issue of popular magazines

Aug 10, 2016 Current and new celebrity endorsers

use product on their social media

Aug 1, 2016 Check website subscription numbers &

Sale Information

Execution

http://bevel.com/

http://bevel.com/


Final Conclusion

Once the tactics are executed the “Are Multi-blade Razors 4 U” campaign will lead to an

increase of sales and market share growth. The success of this campaign is contingent on the

success of the initial social media hashtagging and contest. Those elements need to create

excitement online and start the conversation. Backing this excitement will be the educational

post on the Bevel Blog and Website. Potential customers need to be armed with the knowledge

of the harmful effects of Multi-blade razors. But blogging images and catchy titles won’t be

enough; we need doctors to give their expert opinions on why men of color she steer clear of

multi blade razors. The reinforcement of those words will give our message and campaign

creditability. Men of color with coarse and curly hair will understand that Bevel Shave System

is designed with them in mind. The pleasure of finally having a product that they can fully

endorse will lead to conversations with friends and family to also try Bevel. We can make this

product an essential and place it in the hands of every consumer who wants it. We first have to

achieve building strong momentum so that demand is so loud stores will have no choice but to

carry The Bevel Shave System.


References

Chong, Celena. “A startup that sells $1 razors is now worth $615 million thanks to campaigns

like, ‘Our blades are f—ing great” June 22, 2015

<http://www.businessinsider.com/how-the-dollar-shave-club-became-a-615-

million-company-2015-6>

Gordon, Gerald. Gillette Launches the Razor Black Men Really Need: Finally, a great razor for

the brothers. May 08, 2014.

< http://www.ebony.com/style/black-men-shaving-gillette-778#axzz46NgzjcXs>

Holmes Elizabeth. “Dude, Pass the Exfoliator: Marketers find what makes men buy eye cream,

start by labeling it for men.” April 26, 2015.

<http://www.wsj.com/articles/>

Hunt, Christopher. “African American Men and Grooming: Are Grooming Companies Ignoring

BlackMen?” February 12, 2015.

<http://www.askmen.com/grooming/appearance/african-american-men-and-

grooming.html>

Iandoli, Kathy. Get Treated: The Ingrown Hair Dilemma April 18, 2016

<http://bevelcode.com/get-treated-the-ingrown-hair

dilemma/?preview_id=16138>

Kynaston, Lee. “Skincare for Black Men. March 4, 2014

<http://www.menshealth.co.uk/style/skin-care/skincare-for-black-men>

Levy, Ari. “Shaving wars pit tech start ups against Gillette”. April 8, 2015

<http://www.cnbc.com/2015/04/08/s-pit-tech-start-ups-against-gillette.html>

Marketing Charts Staff. Trends in American Adults Social Media Networking Use. January 13,

2015 <http://www.marketingcharts.com/online/trends-in-american-adults-

social-networking-use-50289/>

Mega Media Marketing. Publication Demographics 3/20/2016

<http://www.megamediamarketing.com/demographics.html>

Nelsen. Resilient, Receptive and Relevanct: The African-American Consumer Report 2015

<http://nnpa.org/wp-content/uploads/2015/06/African-American-Consumer-

Report-2015.pdf>

Satterfield, Stephen. Becoming a Bevel Man: the final verdict April 7, 2016

http://bevelcode.com/becoming-a-bevel-man-the-final-verdict/

Wells, Jonathan. “Is the grooming market ignoring black men? February 16, 2016

< http://www.telegraph.co.uk/men/style/is-the-grooming-market-ignoring-black-

men/>

http://www.businessinsider.com/how-the-dollar-shave-club-became-a-615-%20%09%09%09%20%20%20%20%20million-company-2015-6

http://www.businessinsider.com/how-the-dollar-shave-club-became-a-615-%20%09%09%09%20%20%20%20%20million-company-2015-6

http://www.menshealth.co.uk/style/skin-care/skincare-for-black-men

http://www.cnbc.com/2015/04/08/s-pit-tech-start-ups-against-gillette.html

http://nnpa.org/wp-content/uploads/2015/06/African-American-Consumer-%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20Report-2015.pdf

http://nnpa.org/wp-content/uploads/2015/06/African-American-Consumer-%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20Report-2015.pdf

http://www.telegraph.co.uk/men/style/is-the-grooming-market-ignoring-black-

completed bevel mktg plan

Documents