L’Italiano Parrucchieri

Digital Marketing, Social Media Marketing, Web & Tech

Service

  • Content Marketing
  • Social media Management
  • Sviluppo web e mobile

Deriverables

  • Website
  • On page SEO optimization
  • Technical SEO Optimization
  • Social publishing plans
  • Blog articles

Goal

Positioning of the Brand as a reference point in low cost men's hairdressing in Milan; Increase of visits to the Salons; Optimization in the management of reservations

Web & Tech

Web and mobile development

L’italiano Parrucchieri is a low-cost chain of hairdressers for men and women, with 8 salons in the city of Milan. The customer’s main need was to make better use of the digital channel to position itself as an industry leader in the metropolitan area and achieve a growth in the number of customers in salons.

For this reason we started with an analysis of the customer’s distinctive characteristics and with an analysis of the competition. Subsequently, Key One started a graphic study that led to the definition of a new site able to communicate all the peculiarities in the best possible way, to facilitate the location of the salons.

In the creation of the new site, all the SEO techniques able to improve the organic positioning on the Google SERP have been applied. Furthermore, during the pandemic, the distancing and the rules imposed by the Ministerial Decrees for the fight against Covid-19, led to a review of the booking logic. For this reason, an online booking section has been developed within the site which in a few steps allows customers to choose the salon, check the free slots and book directly. This tool allowed the customer to significantly optimize the management of flows within the salons and to improve the efficiency of the staff. Today, L’Italiano Parrucchieri is always one of the first results on Google for local searches in the field of men’s hairdressing.

Digital Marketing

Google Advertising

From the beginning of the project it was clear how crowded the sector was and how aggressive the competition was in digital marketing strategies. Focusing only on a paid advertising logic was therefore risky, both in terms of ROI and the effectiveness of the communication itself. It was therefore preferred to adopt a strategy oriented to medium / long term results, working on the constant and continuous inclusion of SEO optimized contents within a “Blog” section.
The strategy was successful and led to the following results:

  • Positioning of over 1000 keywords on the first page of Google

  • Reduced investment compared to any Pay per Click strategy

  • Substantial improvement in user engagement

  • Strengthening of Brand Awareness

  • Increased Conversion Rate

Social Media Marketing

Social Media Management

To complete the digital strategy, Key One structured and managed the social communication of L’Italiano Parrucchieri, mainly acting on Facebook and Instagram.

We proceeded by applying the integration of contents created in the Agency with contents created directly by the client in his salons. In this way it was possible to maintain a very high level of quality, but at the same time “representative” of the reality of the salons, their staff and their customers.

Next Project

Divise Camici Gavezzoli

Positioning of the Brand as a reference point for the sale of professional clothing; Increase of visits to points of sale; Increase in the average customer receipt