Management Practices

STAMP 2015: William's Edge's Multi-Location Campaign

Stacey Soble | September 9, 2015 | 10:30 AM

Buddy System Cards
William Edge Salons
New Braunfels, Texas
Owned by: William Edge

To help team members connect with prospective clients, William Edge Salons designed a series of colorful, square cards promoting a range of offers including product discounts, service deals, complimentary services and a refer-a-friend offer.

It cost $6,372 for the copywriting, design and printing of 120,000 cards for the salon’s seven locations. (That works out to $.05 a card.) The cards are circulated widely and rely on word-of-mouth and personal relationships.

Each Buddy Card makes an offer to a prospective client, from a retail discount to a service deal to a complimentary add-on service.

“They’re eye-catching, different and the offers are significant enough to serve as a draw for new clients and as an incentive for existing clients to try something new,” William Edge says.

Measuring the monetary return in just one location, the first six weeks of the campaign alone paid for the entire program for all seven locations.

“This campaign gave my team a different set of tools that were tailored to multiple scenarios—the cards are automatic conversation-starters that leave the right impression,” Edge says.

Facebook Comments

More from Management Practices

Management Practices
Management Practices

The Experiential Power of Beauty

October 25, 2017

In an effort to continue attracting a young, fashion-forward shopper and drive overall store traffic, JCPenney reinvents its salon concept with The Salon by InStyle while also rolling out Sephora inside JCPenney. Natalie Lockhart, vice president of salon at JCPenney tells us how this strategy is working out.

How to Fire a Stylist, and Advice on How to Avoid It

August 24, 2017

At Serious Business in January, a panel of four owners of multiple salons spoke to the audience about the power of will and how it has affected their careers. As successful salon owners, Van Council, David Wagner, Debra Penzone and Eveline Charles employ hundreds of stylists and support staff. They have seen it all, and offered the audience valuable advice on hiring a staff that will build up your business’s culture.

Management Practices
Management Practices

Six Things You Need to Know About Salon Lighting

Michele Pelafas | August 16, 2017

When it comes to salon design, the appropriate lighting is one of the most critical design factors and it can impact how your clients feel about your services and your salon. With this helpful blog, Salon Designer Michele Pelafas offers six valuable pointers when it comes to selecting and positioning your lighting.

Load More