STAMP 2014: Salon Rootz' Guerilla Marketing Webisodes
Salon Rootz, Median, Ohio
Owned by: Jen Tryon and Sheila Barco
This year, the staff at Salon Rootz launched its own web series. Each stylist at the salon was asked to pick a desired topic to demonstrate or talk about, and arrangements were made with the salon’s marketing manager, Jen LeBlanc, to film it. The series helped the salon grow brand awareness and drive traffic to its site without breaking its marketing budget.
“We have used these videos to introduce our salon culture, to create excitement for new services, to display our editorial work, to showcase before-and-afters, and as educational how-tos,” says LeBlanc. “We sent our ‘Day-to-Night Braid’ webisode to our local Fox station, and they were intrigued enough that the show New Day Cleveland came out and filmed four segments that will be played 10 to 12 times throughout the year—we promote these videos too through our social media and our e-newsletter.”