Barbers of the Lowcountry
Marketing & Communications for a Barbershop
Bragg Media Marketing provides ongoing marketing and public relations support for Barbers of the Lowcountry, a long-standing and award-winning barbershop in Bluffton SC.
Ongoing publicity and communications have increased the shop’s customer base — with a reported 20% increase in profits within the first year of working with Bragg Media. They also are adding a new barbershop in Beaufort SC.
Brent Nelsen, who owns Barbers of the Lowcountry with his father Lou Nelsen, had a lot of creative ideas for marketing but little time to execute them. The day-to-day operations of his business, along with setting plans in motion for future growth, needed his attention more than marketing.
To develop marketing campaigns, strategy and messaging, we dived deep into the typical customer experience at Barbers of the Lowcountry. Their target market audience is made up predominantly of men, who enjoy chatting with their barbers with a cold draft of local beer. Barbers of the Lowcountry prides itself on bringing back old-fashioned grooming services for men — such as straight razor shaves and beard trims. However, customers also include women — who bring their little ones for haircuts (and fresh-from-the-oven goodies). The clientele love the family-fun atmosphere of the barbershop. This tone of community is often conveyed throughout Barbers of the Lowcountry’s marketing.
Barbers of the Lowcountry already had several key marketing assets in place — including a thriving Facebook page and an online booking engine with built-in digital marketing. We created an Instagram page for Barbers of the Lowcountry to widen their reach. We updated their social media with fresh information, photos and videos. From there, the Bragg Media team created a marketing maintenance plan that includes social media marketing, e-newsletter, website maintenance, graphic design and consultation. We regularly meet with Brent to discuss shop news, strategy and planning. This regular communication allows us to keep their messaging fresh and lively while also preparing for the future.
Within the first week of working with Barbers of the Lowcountry, the Bragg Media Marketing team secured a centerpiece feature on the shop’s Halloween decorations and costumes in The Island Packet, as well as an entertaining time lapse video shared on the newspaper’s website and social media.
As the agency of record, we continually find public relations opportunities to boost their recognition in the Lowcountry, including presentations at the Don Ryan Center Center for Innovation. Our goal is to cement Barbers of the Lowcountry reputation as leaders in the business community.
Barbers of the Lowcountry continues to grow its brand recognition, its customer base, its revenue and its legacy. We provide consistent marketing, creative and strategic support as they plan for the future.
As the owner of Barbers of the Lowcountry I am constantly coming up with great ideas to market my business. Since I am also a barber in the shop, one issue I always had was having the time to execute my ideas … When I decided to pull the trigger and hire Bragg Media, that was one of the best decisions I ever made. Not only are all my ideas being executed but they have a tremendous talent in design, and they come up with ideas I never thought about. It takes a tremendous amount of pressure off of me to know I have a great team managing all my marketing efforts.
Barbers of the Lowcountry is opening a new barbershop in Beaufort SC
Increase in revenue within the first year of working with Bragg Media Marketing
Increase in number of followers and engagement on Facebook and Instagram.
Barbers of the Lowcountry has been voted Hilton Head Monthly’ Reader’s Choice Winners for “Best Barbershop” for five consecutive years. In 2019, Greater Bluffton Chamber of Commerce awarded the family-owned barbershop a Golden Oyster Award for “Small Homegrown” Business Achievement, citing the barbershop’s mission to give back.