GUERILLA MARKETING (LOW-COST)
THE HAIR SPA
CLIFTON, NEW JERSEY
OWNED BY: JOYCE LEHANSKY
Like most salons, The Hair Spa is accustomed to giving donations to schools and charities that request them for events, but Lehansky knew only that the marketing effort usually only attracted the attention of the recipient. “We wanted to reach out to everyone, so now with every gift certificate we donate, we ask the event coordinator how many guests will be attending, give her that many card vouchers, and request they be taped under each chair,” explains Lehansky. “When they announce that vouchers are under the chair, that’s about five minutes of free advertising to an average of 300 people in attendance.”
Lehansky uses Vista Print to print up the business card-sized vouchers, and the offers vary from a free manicure, eyebrow wax or deep conditioning treatment to $10-off a more expensive service. “Not only is this an inexpensive marketing strategy, it creates buzz for our business as a supportive community merchant,” says Lehansky.
Post Christmas Blitz
SHEAR EXPRESS INC. FAMILY OF SALONS
THE VILLAGES, FLORIDA
OWNED BY: JANET WEST
To boost business the weeks following Christmas, Shear Express launched a pre-Christmas campaign that boosted gift card sales, drove traffic into the salon during a slow period and brought holiday cheer to guests. Starting November 1, guests with tickets of $100 or more were invited to open a red or green envelope hanging from the salon’s Christmas tree. Envelopes were fi lled with certificates, including free manicures, a free chemical treatment with the purchase of a color service, or free products with a color and cut service. Certificates had to be redeemed between December 27 and January 8. In addition, clients received a $10 bounceback certificate to redeem those weeks if they purchased a gift card of $50 or more.
“Through the campaign, 480 gift card bouncebacks were rewarded, and 352 of these were redeemed for a 73 percent redemption rate; and 2,280 guest gifts were awarded and 754 were redeemed for a 33 percent redemption rate!” says West. “That means we had more than 1,100 guests return to us during a typically slow period.”
Be A Hair Model
NEW ORLEANS, BATON ROUGE AND HAMMOND, LOUISIANA
OWNED BY: EDWIN NEILL III AND DEBRA NEILL BAKER
To help get new stylists booked, trained and busy, Paris Parker developed this business-growing campaign camouflaged as a fun, free event in which clients get the chance to be a hair model. The goal was to create buzz around recently graduated stylists, helping them get booked and get on-site training to learn the “soft skills” necessary to be successful. who were styled by new team members,” says Neill Baker.