Management Practices

STAMP 2016: Charles Penzone's Coordinated Campaign

Stacey Soble | September 6, 2016 | 3:42 PM

Pretty Little Perks
Charles Penzone Salons
Powell, Ohio
: Debra and Charles Penzone

After experiencing sluggish Valentine’s Day gift card sales, the marketing team at Charles Penzone decided to turn the tables for Mother’s Day. For every gift card purchased for $125 or more ($25 more than the average purchase), the purchaser received an additional $20 bounceback to redeem on salon or spa services that they could keep or give as part of the gift. To encourage sales, the salon even suggested four mom-approved service experiences for which guests could use the gift cards.

Promotion of the campaign was carried out through multiple channels and included print advertisements, an email campaign, targeted spots on Pandora radio, social media posts, targeted social media advertisements and a display ad on a local television station’s website. Designed to drive service sales during the slower summer months, the treatment of the Pretty Little Perk was handled as a shared discount absorbed equally between the company and the professionals.

“The campaign was a tremendous success!” Debra Penzone says. “We set gift card sales goals at 6% above 2015 totals, but we ended up increasing gift card sales by 26% across all channels.”


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