Management Practices

STAMP 2015: Salon Rootz' Guerilla Marketing Campaign

Stacey Soble | September 8, 2015 | 9:00 PM

Lunch with Us
Salon Rootz
Medina, Ohio
Owned by: Jen Tryon and Sheila Barco

Last year in a marketing meeting, the Salon Rootz owners and their team brainstormed about a continuous lull the salon experienced for its newer service providers between
11 a.m. and 3 p.m. on Thursdays. They decided to experiment with a menu of discounted, express services during the time period and marketed it as “Lunch with Us.”

“We hoped to attract new clientele from businesses that surround us—there are several large office complexes as well as three hospitals,” Jen Tryon says. “We also ended up attracting senior clients on a budget and salon clients wanting to sample a new service.”

The original promotion was designed for the month of April, but it was so successful that the salon extended it through August. “We have experienced a 76 percent increase in services sold during those designated hours,” Sheila Barco says.

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