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Management Practices

Zoom Zoom Salon Marketing

July 10, 2011 | 5:24 PM

IT’S A MARKETING STRATEGY that allows their salon’s logo to cross the eyes of onlookers at least once per minute! In a quick 100-lap circuit, Lisa Thomas Salon’s red and black racecar loops around the track fl ashing not only a shiny number 8, but a gorgeous hair model and a billboard size “Lisa Thomas Salon” logo. This visual stimulus gets fans chatting and asking: What does Lisa Thomas Salon do? Where are you located? “Racing has created a conversation forum for our salon business,” says Tom Kmak, owner of Lisa Thomas Salon with locations in Orland Park and Tinley Park, Illinois. “Fans like to be affiliated with both our business and our race car. Success breeds success!”

Zoom Zoom Salon Marketing

For the past 10 years, the salon has used “TK Racing” as an additional marketing strategy. Not only do they display photos of their race team in their salon, on selected days they have a show car that they feature in front of the salon when Nascar is in town. As the years have gone by, more racecar materials have come into play with their own advertising material. “People seem to be drawn to the fact that we have a racecar team,” says Kmak. “We now have a salon/racecar semi truck and trailer, pit cards, Facebook, promotional magnets, T-shirts, banners, pins and more.” The salon also allows the stylists to wear race gear on certain days for extra attention in the salon.

Zoom Zoom Salon Marketing

Clients who are interested can visit the salon’s separate and personalized TK racing website at lisathomasracing.com and learn about the driver, “Fast” Eddie Hoffman, who has held numerous driving accomplishments, the crew, racing results and standings. “Clients are really intrigued by this not so common connection between the salon industry and the race car circuit,” says Kmak. “I’ve seen more and more salon owners take advantage of advertising opportunities at their local race venues—that’s because clients love the excitement!”

Zoom Zoom Salon Marketing

Zoom Zoom Salon Marketing

Zoom Zoom Salon Marketing

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