Management Practices

STAMP 2014: Bella Bethesda's Direct Mail Piece

Stacey Soble | September 3, 2014 | 8:35 PM

STAMP 2014: Bella Bethesda's Direct Mail Piece

A Message from Lindsey
Bella Bethesda Salon, Bethesda, Maryland
Owned by: Stacy Dabney Ramirez and
Lindsey Dabney Cabrera

When Lindsey Dabney Cabrera, one of the sisters who owns Bella Bethesda, assumed the role of the salon’s artistic director, the sisters knew she’d have to lighten her appointment schedule to spend more time teaching classes. “We knew there would be some guests who would not be able to acquire appointments, and we didn’t want to risk losing these longtime, devoted guests to other salons, so we created a mailer as an incentive for them to try another team member,” says Cabrera.

The mail piece was distributed to Cabrera’s client base and featured a note from her about the exciting changes and a $20 offer to try another Bella Bethesda stylist whom Cabrera personally recommended for the client’s needs.

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