A few years back, Todd Grubbs, owner of Twist Salon, reevaluated the return on his recent local print advertising program and was determined to do better. As one of the owners of the relatively new salon, Grubbs wanted to make Twist a household name in the two towns where it had locations—Chesapeake and Virginia Beach, Virginia.
Working with a friend who owns a production company, Grubbs and the Twist staff filmed a 30-minute television program that showcases the salon's mission and commitment to advanced education and the local community and introduces viewers to its retail products and professional work. The program's host leads viewers through the salon, interviewing both Grubbs and co-owner Luis "Marty" Martinez. To keep viewers tuned in, the host promises that by the end of the show two clients will "Get Twisted," a.k.a have fabulous cut and color makeovers.
Watch the Twist TV program, made for a local cable access channel.
Grubbs first aired the program in 2005, running it on the local cable access channel once a day for 90 days. Each time the program airs it costs the salon about $150, and to hit different viewers the program airs at a different time each day. Over the past three years, the salon has aired the program each year in three-month sessions. View the program by visiting the salon's website and selecting "Watch Twist TV."
"The first three months it aired, the phone was ringing off the hook," reports Grubbs. "And each subsequent time we've aired it, we've been able to track and record growth."
The salon also posted the program to its website, giving the site extra dimension. In the online version, the commercial breaks are filled with a video montage, but that's about to change. This year, Grubbs is using his marketing budget to film two 30-second commercial spots. One will be a branding piece, and the other, which was just shot, is almost a community service piece with an uplifting message.
Grubbs believes to shoot and edit both commercial spots will cost about $4,000, and he will begin airing the spots on HGTV, Bravo and E! for about $21 a spot. "The reaction to the new spot has been great, and we'll edit our online program to use them as our own commercials."