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Management Practices

STAMP 2015: Impressions' Philanthropic Campaign

Stacey Soble | September 9, 2015 | 10:18 AM

Fifty Shades of Grey
Impressions
Mequon, Wisconsin
Owned by: Kitty Tierney

Kitty Tierney knew that the release of Fifty Shades of Grey would attract the attention of her target market, so she partnered with her local theater to air the movie two days before its premiere for a charity event benefiting After Breast Cancer Diagnosis.

Guests pose with a life-size cutout of Jamie Dornan, who plays Christian Grey.

To promote the event, Tierney contacted the local media, including TV stations, the local paper, and magazines. She also hired a young man to hand out the cards to patrons of the movie theater and included them in retail bags.  

Each attendee received a swag bag with Impressions coupons, samples and a menu, and raffle prizes of restaurant and salon certificates were accompanied by handcuffs, grey ties and movie-themed accessories. Guests were served signature drinks, including Fifty Shades of Grey Goose and The Kinky Anastasia. A full-size cutout of Christian Grey served as a step-and-repeat screen complete with selfie contest.

“With $8,000 for ABCD raised, the event was a win-win,” Tierney says. “Our new guest count was up 20 percent following the event. But my favorite part was a comment posted on the ABCD’s Facebook that said, ‘Who is this salon, and why doesn’t my salon do things like this?’”

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