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Hair Therapy Marketing Case Study

Hair Therapy in Christchurch provides wigs for people suffering from hair loss for medical or genetic reasons. The company understood having an effective website is important to generate sales leads but wasnt quite sure how to go about creating one so engaged Robin Major Marketing to assist.

From a marketing perspective several communication challenges needed to be addressed. Firstly, men and women use completely different language to describe an identical product. Men buy hair replacement. Women buy wigs. Each gender does not want to buy products designed for the opposite sex even though it is in fact same technology. The solution was to create separate web pages for men and women, each describing the products with appropriate language. The keywords and phrases were written into the text so the pages could be found by search engines.
 
Secondly, there is a poor understanding in the market about wigs. The technology is now very advanced. The high quality wigs provided by Hair Therapy really do look like real hair.  It is also possible to get partial wigs or infills. To communicate these facts we used quality photos of people wearing the product. Captions made it clear to the visitor that they were looking at full or partial wigs not real hair.
 
"Our medical wigs business is built on referrals from medical professionals but a good website is an essential secondary channel of new customers. We knew our old website was not up to the job and needed a major upgrade. But we are busy people working in and on the business. We aren't technical web experts, marketing experts or copywriters but we knew from experience that the key to a website really working for our business was going to revolve around having the right words not just looking good!
 
"With this in mind, even though we didn't have a lot to spend, we decided to engage a professional marketer and copywriter and then shop hard for a company to build the site. We are so pleased we did. With her knowledge and skill Robin was able to lead us through the entire process always keeping our commercial objectives to the fore.
 
"Robin worked pretty independently on this project but involved us at key times so we and our key product supplier could have input. We didn't have much written material for her to work from so she took the time to meet with us face to face and visit our premises to get the information she needed. Robin could see that some professional photographs of our new premises and products would help us get our message across so recommended a photographer who was also excellent value for money. Delphine took direction from Robin who also took responsibility for selecting the best photos for us to use on the website.
 
"On our behalf, Robin also sourced quotes from several web development companies and stayed in touch during the building process to makes sure everything was on track. Once the site was live she followed up to see how the website was performing on Google and how this was contributing to our sales. It is unusual to find someone so genuinely interested in ensuring her work really contributes to our business success.
 
"We are happy that the new website comes up on the first page of Google New Zealand when people are searching for our kind of product and we are getting a steady stream of quality enquiries from the website." 
 
 
Jenny & Kevin McLaughlin, Directors

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