2013 STAMP Direct Mail Piece Winner: Interlocks

By Stacey Soble | 08/14/2013 10:42:00 PM

 

2 Days/20 Clients
Interlocks Salon Spa Cosmetics
Newburyport, Massachusetts
Owned by: Ginny Eramo


For the past two years, Interlocks has hosted dry-cutting pioneer Mike Karg as a celebrity guest artist in its salon, providing stylists with a unique mentoring experience while clients enjoy services with an industry expert. Over multiple visits, Karg developed a following of about 80+ guests. In order to attract new clients to the salon to experience this one-of-a-kind opportunity, Project Manager Jordan Eramo designed a direct mail postcard specifically targeted to this Karg’s following. “These exclusive clients were invited to book with Karg at a discounted price of $125, contingent upon bringing a friend who was new to Karg and to Interlocks,” says Eramo.

Although it was a limited mailing, it worked. Eramo reported the offer brought in a number of new clients for the Karg visit, and each one has returned to Interlocks for additional services in the salon and spa.

This exclusive invitation was direct mailed to clients who had booked with celebrity guest artist Mike Karg on previous visits, encouraging them to bring in a friend who was new to Karg and to the salon.

 

 

RELATED ARTICLES

 

SHARE THIS

ABOUT THE AUTHOR: Stacey Soble

Stacey Soble Stacey Soble, Editor in Chief of Salon Today

Stacey has been involved in the conversation of salon business for 14 years—as a reporter, a consultant and as the Editor in Chief of SALON TODAY.

Read Stacey Soble's Blogs You can e-mail Stacey at ssobley@vancepublishing.com.

 


Comments (0) Leave a comment 

Name
e-Mail (required)
Location

Comment:

characters left