“When a service provider is less than 50-percent booked, I’d rather give services away than having people sit there and be idle. But this promotion allows us to recover the cost of the hair cut which is high for our market, and many of these clients turn out to be corrective color clients,” says Phil.
The salon either runs ads in a local regional woman’s publication or a city magazine, and they frequently run “scatter ads” in the Sunday paper. “When we run in the Sunday paper, we’ll run our big ad in the Life Section because we know it’s well-read by the female readers. But then we also run small, 2x3-inch ads in the Home and the Health sections that simply state our name and say, ‘See our ad in the Life Section.’ Those smaller ads only cost me $75 a piece, but they really work—people will come in and say, ‘I saw you all over the paper.’” Phil says each time he does this promotion he spends less than $2,000 on the entire campaign.
The Results: The last time the salon ran this campaign it attracted more than 130 new clients. “And when we tracked retention after 90 days, we had still retained 67 percent of these new clients,” he says. The campaign has proven so successful that the salon plans to run it a second time in the summer if they have more new protégés hitting the floor.
29. The Salon: LaBarberia Salon & Spa in Cleveland, Ohio
The Marketing Manager: Kristen Scharfeld
The Challenge: To reach out to the less fortunate.
The Marketing Solution: “In an effort to show some love, kindness and appreciation, LaBarberia hosts a community outreach event a few times each year called Shear Glory, where we offer complimentary hair cuts to those in need,” says Scharfeld. “LaBarberia is also a Locks of Love Salon, offering free hair cuts to those willing to donate their hair to the non-profit organization, which provides hairpieces for disadvantaged children suffering from medical hair loss.”
The Results: “Our commitment to exceed these clients’ expectations each and every time they walk through our doors is by far the best idea we’ve had yet!”
30. The Salon: Vito Mazza Salon, Spa & Hair Restoration in Woodbridge, New Jersey
The Owner: Vito Mazza, Jr.
The Challenge: To turn Monday/Tuesday/Wednesday downtime into a Thursday/Friday/Saturday market.
The Marketing Solution: “We do this by offering clients extra incentives for booking their appointments on a Monday, Tuesday or Wednesday. We’ll usually send an e-mail blast through the Constant Contact system on a Saturday to book up those days for the week ahead. We also have our client service representatives trained in knowing what appointments are available for the day and provide incentives to them for selling these slots in the appointment book,” says Mazza.
The Results: “Constant Contact is a great e-mail system that is relatively inexpensive for the return on investment.”