Ready, Set, Grow: CurlMix (CC)

Summary

Chrome x-chromosome hair is a brand that provides a four-step system for the perfect wash and go, targeting women who desire natural curls without the need for heat or diffusers. The brand's marketing strategy focuses on segmenting customers and personalizing content, with a strong presence in a Facebook group that serves as a feedback loop for product development. The target audience is primarily career women over 45, who are exploring natural hair care options. Innovative marketing includes 'Wash and Go Wednesdays,' live demonstrations of the product system, and engaging trivia about hair care. The brand also considers subscription services and further personalization to enhance customer experience.

Takeaways

• 🌟 Chrome x-chromosome hair is a brand with a four-step system targeting women who want to wear their natural hair in a wash and go style.
• 🎯 The brand's marketing strategy focuses on segmentation and personalized content for different customer groups, using a Facebook group as a guiding light for customer feedback and preferences.
• 👩‍💼 The primary target persona for the brand is a career woman over 45 years old, living in a metro city, who is exploring natural hair care options and seeks a professional look for work.
• 📈 The brand has seen growth by engaging with customers through educational content and addressing their specific needs and concerns, particularly through the Facebook group.
• 💡 The brand is considering creating influencers from its customer base, focusing on those with silver hair, to represent the brand authentically on platforms like Instagram.
• 🎥 'Wash and Go Wednesday' is a live event where the founder demonstrates the product system, provides tips, and engages with the audience, which has boosted sales and customer engagement.
• 📝 The brand uses creative email marketing strategies, such as mimicking Google Calendar invites, to increase open rates and engagement for their 'Wash and Go Wednesday' events.
• 🛍️ Special promotions and discounts are offered during 'Wash and Go Wednesday', but are not heavily advertised beforehand to create an element of surprise and exclusivity.
• 🔍 The brand is exploring new lead capture programs on their website to build their email list, recognizing it as a pivotal channel for growth.
• 🔄 The brand is considering subscription services and personalization strategies to enhance the customer experience and create a VIP feeling for subscribers.
• 🚀 Future marketing strategies include fine-tuning subscription offerings and developing new programming opportunities to engage customers beyond social media platforms.

Q & A

What is the main purpose of Chrome x-chromosome hair products?

The main purpose of Chrome x-chromosome hair products is to provide a four-step system that enhances the natural curl pattern of the hair, targeting women who prefer a 'wash and go' style without the need for extensive styling.

What does 'wash and go' refer to in the context of hair care?

In the context of hair care, 'wash and go' refers to a style where the natural curl pattern of the hair is shown, typically achieved by washing the hair and allowing it to air dry or using a diffuser, without the need for additional styling.

How has segmentation helped Chrome x-chromosome in scaling their brand?

Segmentation has helped Chrome x-chromosome by allowing them to better understand their different customer groups and tailor content to meet their specific needs, which in turn has led to increased engagement and growth.

What role does the Facebook group play in Chrome x-chromosome's marketing strategy?

The Facebook group serves as a guiding light for Chrome x-chromosome, providing valuable insights into customer preferences, areas of confusion, and opportunities for education, which helps shape their marketing approach and content.

Who is the primary target persona for Chrome X brand advocates?

The primary target persona for Chrome X brand advocates is a career woman over the age of 45, living in a metro city, who is looking to embrace a natural hair care routine that suits her professional lifestyle.

Why is the age group of 45 and above significant for Chrome x-chromosome's customer base?

The age group of 45 and above is significant because these customers are part of a newer wave of natural hair care adopters. They seek a safe space to learn and maintain their natural hair without resorting to younger-looking styles like braids or twists.

What challenges does Chrome x-chromosome face in finding influencers among their customer base?

Chrome x-chromosome faces challenges in finding influencers among their customer base due to the lack of women over 55 on Instagram, and the difficulty of turning a small percentage of customers into influencers who can create high-quality content.

What is the concept behind 'Wash and Go Wednesday'?

Wash and Go Wednesday is a live event where the founder demonstrates the use of Chrome x-chromosome products in a shower, providing tips and tricks for customers to follow. It includes educational trivia about hair and is filmed by her husband, Tim.

How does Chrome x-chromosome engage their customers during Wash and Go Wednesday?

Chrome x-chromosome engages customers by offering an interactive live demonstration of the product, trivia about hair, and special promo codes for discounts. They also give away prizes, which helps to build a loyal and returning audience.

What marketing strategies has Chrome x-chromosome implemented to capture leads on their website?

Chrome x-chromosome has implemented a lead capture program on their website, focusing on critical points where customers decide whether to make a purchase or not, to capture their emails and build their email list for further marketing efforts.

What are some of the future marketing strategies that Chrome x-chromosome is considering?

Chrome x-chromosome is considering fine-tuning their subscription service to create a VIP club feel, personalizing the customer experience further, and exploring other programming opportunities beyond social media platforms, potentially even creating their own platform.

Outlines

00:00

🌟 Marketing Strategies for Hair Care Brand Growth

This paragraph discusses the marketing strategies employed by the Chrome x-chromosome hair brand to cater to women who prefer a 'wash and go' hairstyle, showcasing their natural curl patterns. The brand focuses on segmentation to understand different customer needs and personalizes content accordingly. A key component of their strategy is a Facebook group that serves as a guiding light for customer preferences and confusions, which helps in educational content creation. The target persona is a career woman over 45 years old, which was a surprising discovery for the brand founder. The brand is now considering creating influencers from their customer base, focusing on those with silver hair, and is working on improving the quality of user-generated content for repurposing.

05:01

🎥 Engaging Customers with 'Wash and Go Wednesday'

The second paragraph highlights the innovative 'Wash and Go Wednesday' initiative where the brand's founder, Kim, demonstrates the hair washing process live in the shower, providing tips and tricks to enhance the product experience. This interactive session, filmed by her husband, includes educational trivia about hair, making it both informative and engaging. The event has a loyal following, with customers returning weekly and building personal relationships with the brand. The paragraph also touches on the use of creative email marketing, such as mimicking a Google Calendar invite, which significantly increased open rates. The live sessions are not just about product promotion but also about building a community and offering exclusive discounts and giveaways during the event.

10:01

🚀 Expanding Brand Reach through Personalization and Subscriptions

The final paragraph outlines the brand's future marketing strategies, including a new lead capture program to build the email list, which is considered pivotal for growth. The brand is also looking into personalization opportunities, such as hair type-specific quizzes, to deepen customer engagement. Subscription services are being fine-tuned to provide a VIP experience, with special curated events and personalized communication to make subscribers feel valued. The brand is considering developing its own platform for customer interaction, moving beyond reliance on social media channels like Instagram and Facebook.

Keywords

💡Wash and Go

Wash and Go refers to a hairstyle that showcases the natural curl pattern of the hair without the need for heat styling or additional styling tools. It is a low-maintenance style that allows the hair to air dry or be dried with a diffuser attachment on a hairdryer. In the video, the brand specifically targets women who want to wear their hair in this natural style, emphasizing the ease and definition that their products can provide to maintain such a look.

💡Diffuser

A diffuser is an attachment for a hairdryer that helps to evenly distribute the air and reduce frizz, especially beneficial for those with curly or wavy hair. In the context of the video, the diffuser is mentioned as a tool that can be used to help maintain the natural curl pattern of a 'Wash and Go' hairstyle, enhancing the definition and reducing drying time.

💡Segmentation

Segmentation in marketing refers to the process of dividing a market into different groups of consumers with similar needs or characteristics. The video discusses how the brand has started to segment their audience to better understand their different needs and preferences, which has helped them to create more personalized content and strategies to engage with their customers more effectively.

💡Facebook Group

A Facebook Group is a feature on the social media platform where members can interact and share information within a closed community. In the video, the brand mentions using a Facebook group as a 'guiding light' for gathering customer feedback, understanding their needs, and providing educational content, which has been instrumental in building a strong community around their products.

💡Persona

In marketing, a persona represents a fictional character that embodies the ideal customer of a brand. The video describes the persona for the brand's target audience as a career woman over 45 years old, living in a metro city, who is looking for a natural and professional hairstyle that suits her lifestyle and age group.

💡Influencer

An influencer is an individual who has the power to affect the purchasing decisions of others because of their authority, knowledge, or relationship with their audience. The video discusses the challenge of finding influencers over the age of 55 on platforms like Instagram, which is a key demographic for the brand, and the need to be creative in turning customers into brand advocates.

💡Wash and Go Wednesday

Wash and Go Wednesday is a promotional event created by the brand where the founder demonstrates the use of their products in a live video, showing how to achieve a 'Wash and Go' hairstyle. This event is used as an educational tool and to engage with customers, providing tips, trivia, and special offers, which has proven successful in increasing customer loyalty and sales.

💡Lead Capture Program

A lead capture program is a marketing strategy aimed at collecting contact information from potential customers, usually through online forms or sign-ups. The video mentions the introduction of a new lead capture program on the brand's website to gather emails at critical points in the customer's decision-making process, which is crucial for building their email list and nurturing potential customers.

💡Subscriptions

Subscriptions in this context refer to a business model where customers pay a recurring fee to receive products or services on a regular basis. The video discusses the brand's plans to fine-tune their subscription service to provide a more personalized and exclusive experience for subscribers, making them feel like part of a VIP club.

💡Personalization

Personalization in marketing is the strategy of tailoring products, services, or communications to meet the specific needs and preferences of individual customers. The video talks about the brand's efforts to personalize their offerings by using quizzes to understand customers' hair types and providing content and recommendations based on this information, which helps in creating a more engaging and relevant customer experience.

💡Customer Engagement

Customer engagement refers to the level of interest and involvement a customer has with a brand or product. The video highlights various strategies used by the brand to increase engagement, such as creating educational content, hosting live events like 'Wash and Go Wednesday', and building a community through their Facebook group, all aimed at fostering a deeper connection with their customers.

Highlights

Chrome x-chromosome hair offers a four-step system for the best wash and go experience.

The brand targets women who want to wear their natural curl patterns with minimal styling.

Marketing strategies include segmentation and personalized content for different customer groups.

A Facebook group serves as a guiding light for customer feedback and preferences.

The primary target persona is a career woman over 45 living in a metro city, seeking natural hair solutions.

The younger generation's natural hair movement has influenced women over 45 to explore natural hair options.

The brand faces challenges in finding influencers over 55 on Instagram for representation.

Wash and Go Wednesday is an educational live stream demonstrating the product system.

The live stream includes trivia about hair, adding an educational component to the demonstration.

Engagement and sales have increased due to the personal connection customers feel with the founder.

The brand is considering creating a subscription service for a more consistent revenue stream.

Personalization and hair type-specific content are being further developed for customer engagement.

A lead capture program has been introduced to build the email list for marketing purposes.

The brand is exploring the creation of its own platform for customer engagement beyond social media.

Subscription services are being fine-tuned to offer a VIP experience for subscribers.

The brand's origin story includes making and shipping products from a small room, showcasing growth.

Future marketing strategies include deepening personalization and considering special curated events for subscribers.

Transcripts

[Music]

welcome to Chrome x-chromosome hair

brand that has a four-step system that

will give you the best washing go ever

and we specifically target women who

want to wear wash and gos first is

saying you can use our products for any

style you want to use and for those who

don't know what a washing go is what

does that mean so Washington was like

kind of how my hair is where it shows

your natural curl pattern whether that's

wavy curly or kinky but we do use like a

diffuser or go dryer kind of help you

maintain the curl but our product for

what you use they even give the

definition that you will want in the

girl

I know your marketing strategy it has a

lot going on I hope they did good it is

amazing I'm really curious about what

strategies are really working to help

you scale the brand so I would say since

we've started doing a little bit more

segmentation and kind of like really

honing in on like who the different

customers are and then deciding on what

content we weren't personalized to them

we've started to see things kind of like

ramp up a little bit there and we have a

Facebook group that we kind of like look

to is our like guiding light for a lot

of information on what customers want

more of what they're confused on and

where we could like have opportunities

to educate more on and then we take that

into email form or notification form or

other program that we use

[Music]

can you sum a little bit about the

persona for your target audience

purchase person who is really that brand

advocate for Chrome X so she's a career

woman who lives in a metro city but the

most important thing is that she's over

45 and when you know I'm 27

there's no way I would have ever thought

that was my customer because I'm like oh

my customers maybe is me right that's

not entirely the case and so what it is

is like the younger generation went

natural maybe like five or ten years ago

and we kind of had that movement and now

the woman over 45 she's like well maybe

I should go natural and she's singing

that and she's on Facebook and that's

you know and there's no other platform

that she's owned like that right and so

she's having this a new experience she

doesn't want her head with her hair and

braids or twists or whatever because

they look too young she wants to wear

her hair down out so does she feel like

she feels like she can wear to work and

she needs a safe space to do that and to

learn how to do her here because there's

no huge channels like salons that do are

here yep right so where else you're

gonna go from information and so that is

why I think we have so much engagement

in our Facebook group because of the age

of our customer until I guess 60% are

over 45 but like my large percentage is

over 50 not over 55 and so now that's

gonna change some of our marketing so

now you know we have like a lot of young

girls and like our videos and like that

20-somethings

and now we're like well maybe we should

look more into people who have like

silver hair or people who just different

create turning them into influencers

which is tough because you don't find a

ton of women over 55 on Instagram

ya know so you have to be very creative

and you have to really either turn our 1

percent of customers into those

influencers which has been difficult

only because they don't have like the

cameras you know that you want you know

and so we have to like okay how can we

get them to create really high quality

video so that we can repurpose

so they'll make the videos they just

won't have like that like yellow

lighting and stuff you know so we just

have to we got a coach of it needs to

educational class

right right right

I know wash and go Wednesday is a very

cool thing that you folks are doing can

you talk a little bit about that and

what inspired it and kind of the results

were saying about so wash and go

Wednesday so every Wednesday as it says

Washington goes done but what's really

cool is Kevin's like super brave and so

she kind of like goes in her shower and

she has her clothes on guys she has a

comics t-shirt on and she does a washing

though on her hair and she kind of like

demonstrates the whole system and lets

people know just like nice tips and

tricks that they can use to make the

system easier for themselves and what's

really nice is that Tim her husband is

like filming it so there's a lot of

educational components too so he's like

throwing out trivia for people and it's

trivia about your hair so like did you

know that you know the follicle he's

very scientific so I can't repeat some

of the questions but it's just really

helpful to people to understand just

like their hair in general and so you

can reprise this from wash and go

Wednesday and it's really this whole

programming that we've done where

there's an email that goes out and so

it's like be prepared like mark your

calendars and we use like really catchy

subject lines like will only wait three

more minutes or one time we sent the

best email that we sent out for washing

the Wednesday was we made it look like

the Google Calendar and bright like

accepted oh wow and it did like the open

rate was like ridiculous on that one and

I was like note to self

try try versions of this so then we go

over here and the systems our package

since how I put them in step one two

three and four and then once AJ is done

packing up before we close the printer

system and then we put the label on the

bottom watch uncle Wednesday yes how

didn't you come with that idea I'm a

mastermind called traffic sells a profit

and one of the women in our group she

does like these like live QVC type

things or she tries on her different

jewelry pieces and it's that any other

and it was a really a huge way for her

to engage with our customers it was a

friend of mine I think this is cool I

don't know if this will work for hair

you know I'm just

I'm not gonna look at it but then I

would get so many customers like oh

we're like your products don't work on

type or hair I don't like what like my

hair type or how could you say that I'm

the founder like I would never make

products that don't work on my hair and

so they my my customer service manager

crystal she was like or such a chief

customer officer sorry promotion and

she's like Kim you have to show them you

have to do a video and I was like we're

doing video I've made the video we

turned into an ad it did better than all

of our other edge I was like oh my gosh

they want to see me do my hair so then I

was okay it's just like we should go

like no you think you should just do it

as okay fine I'll go live and then we

start early like about about a year ago

and our customers loved it

like they were engaging they were

commenting our sales went up like during

the the night of like wash and go

Wednesday and we kept doing it and it

got more consistent people were like

really worried if I didn't come along

like a Wednesday like Kim what's going

on like you said you would be here and

then we give away things give away

prizes so not just like our products we

give away t-shirts for a brand and just

they love it I mean my goodness and some

people you'd be surprised you would

think okay she doesn't here every week

the same people are not coming back and

it's not true they are coming back I

know a lot of our customers by name

because of that so thankful Ellen

Cindy Wallace like I mean it's hilarious

and you're the same before active in the

Facebook group but it's like they feel

they get something that they never get

from another kicker brand which is like

knowing the founder knowing what

products are coming next from the found

are getting to talk to them I'm in my

bathroom with my husband and he's built

he's recording for personal

relationships of scale you know

yeah very cool thank you and so are you

offering any promotion with the washing

of Wednesday or kind of how are you mhm

so with wash and go wins it so it's not

messaged we're not like outwardly

Messinger messaging that so like when

you see the notifications just like hey

win some prizes come see her do her hair

live in the shower it's gonna be awesome

and we use like animations and gifts of

her like doing her hair so it's like

wait what is this looks interesting

right always for that part but then when

you're in the Washington go Wednesday

that's when it's messaged like hey this

is our special promo code for the day

use this get 20% off your order ends at

midnight very cool

[Music]

Owens marketing your email list or

website those channels are you thinking

about how you can continue to expand and

grow the brand's of those channels yeah

so one thing that we you just kind of

recently introduced is a new like lead

capture program that we have on site to

be able to have those like critical

points where customers are deciding if

they're purchasing or not and capturing

their email so understanding that like

building our email list is like super

pivotal to to the growth right it's one

of our most valuable channels that we

have and so and then taking that and

then really diving deep so with our

supplement ation and things like wash

and go Wednesday so now since that's so

successful we're kind of brainstorming

like other programming opportunities

that we can use where it's not

necessarily always about our Instagram

or always about Facebook and who knows

we might have our own you know platform

of sorts coming and in our kitchen this

is the room where it all started when we

first were here we were literally making

products in this room and shipping them

from this room May of last year so

things have changed we were in here very

tight any marketing strategies that you

are looking forward to developing this

year yeah so I would say our

subscriptions are one of those things

that we kind of have and we have it set

up but kind of fine-tuning that a little

bit more be nice to just have that like

revenue stream I'm like autopilot coming

through so maybe adjusting times maybe

even adjusting the information that they

may want from us and maybe just having

special curated even events or things to

make them feel like I'm a subscriber

like I'm a part of like this VIP club so

what's making them feel like that are

things that we're kind of like thinking

about and then also just diving deeper

into the personalization so since we

started our quiz and we start honing

into like a by hair type there's like a

wealth of opportunity

- like really even just I go down the

rabbit hole with them to each customers

[Music]