The Crane Lane Chop Shop is a pop-up barbershop in Dublin targeting hipsters, college students, artists, and those aged 17-30. It aims to provide trendy hairstyles and products while some key strategies include increasing advertising in October for Movember, developing an active social media presence using platforms like Instagram and Facebook, and creating a mobile app for booking appointments and offers. The shop also plans to optimize its website and use various online channels for sharing hair tips and trends.

1. The Crane Lane Chop Shop
Frances Street, Dublin 7

2. Core Target Market
● Hipsters
● College students
● Artists/bohemian
● Age 17 - 30
● Males & Female

3. USP - Unique Selling Point
● Pop up barbers in NCAD - bi-monthly
● Tailored for men and womens ‘short’ hairstyles
● After cut care - tips and advice on maintaining style for
every customer before leaving the shop
● Stock a range of trendy vintage products, such as dax
wax and Layrite
● Mustache and beard expert on site
● “Ride and slide” ruined helmet hair?
come in and get a quick gel hair fix

4. Competition
● Boston Barbers
● Sam’s barbers
● The Grafton barbers
● Local independent barbers

5. Strategy
● An increase in advertising for Oct in the run up to Movember
● Social media foot print (personalised hashtag, FB, Twitter, Vine,
Instagram)
● Instragram, Twitter, facebook, Vine - #CLchopshop
● I’ve been chop shopped
● App - weekly notifications of special offer, book an appointment,
participate in a loyalty scheme, product announcements
● Consistent branding across all sites
● Tone of voice: vaguely sarcastic inner city dublin slang
●

6. Online Channels
● Mobile optimised website
● Social - Instragram, Pinterest, Twitter, Facebook
● Email - Monthly ezine, with latest trends, products,
offers, images from Rock a’ Billy (hipster) styles,
Contextual Advertising
● Mobile - App
● Online PR : Vine - ‘The 6-second cut’ & ‘Hair style hacks’
● Content Strategy - sharing tips, examples of hairstyles
cut in store, special offers, sharing of latest trending
hairstyles online, link to local businesses
i.e coffee shops