Management Practices

STAMP 2015: Charles Penzone Salons' Overall Coordinated Campaign

Stacey Soble | September 8, 2015 | 11:44 PM

Way to Say I Do
The Charles Penzone Salons
Columbus, Ohio
Owned by: Charles and Debra Penzone

In the last quarter of 2014, The Charles Penzone Salons decided to refresh their bridal presence in the marketplace. They started by designing a bridal monogram, as a consistent brand on all their bridal materials. Then, the salon launched a new informative bridal service menu offering brides a Bridal Beauty Checklist and new bridal packages for ease in scheduling. And a bridal microsite features the work of Penzone professionals and integrates with Instagram to pull in images that were hashtagged with #CPBrides.

As the salon participates in several bridal shows in the Columbus area, they receive email lists of prospective brides. An email marketing program mails these brides directly after the show, and at three-month intervals leading up to their wedding dates. The post-show prospecting email boasted a 42.3 percent open rate.

A bridal print ad campaign incorporates the monogram, new imagery and bridal packages. And a social media campaign leverages Facebook and Instagram to drive brides to the microsite.

“Our bridal totals have skyrocketed since this campaign was introduced,” Debra Penzone says.

Facebook Comments

More from Management Practices

Management Practices
Management Practices

SALON TODAY RECOMMENDS: 5 Articles on Solving Struggles in Retailing, Retention, Legislation and More

Elizabeth Jakaitis | June 16, 2017

Being a salon owner means managing the education of stylists, retention of staff, progress of profits and more. Inevitably, there are land mines in all of these areas and the path to success is not always clear. We've explored the Aveda Means Business blog and found stories of several salon owners who think outside the box to find solutions to common small-business struggles. Read about the areas where their businesses struggled and what they did to implement systems that work.

SALON TODAY RECOMMENDS: Salon Success Stories—Referrals, Retail, Online Booking and Hiring

Elizabeth Jakaitis | June 1, 2017

Salon ownership is about innovation; implementing new methods that will grow business and client satisfaction is key. At SALON TODAY, we're always on the lookout for accounts from salon owners on ways that they have made their business more efficient and profitable. Here are a collection of success stories gathered by Aveda Means Business which outline paths to gaining referrals, growing retail sales, implementing online booking and hiring smart.

Load More