“This campaign cost $670 to date and drew in 1,764 clients who were styled by new team members,” says Neill Baker.
OVERALL COORDINATED CAMPAIGN
Making a Good First E-Impression
RED BANK, NEW JERSEY
OWNED BY: CHRISTINE ZILINSKI
Taking a multi-dimensional approach and engaging various types of media, Salon Concrete strikes a great impression by giving potential guests an inside look at what is happening in the salon. After surveying its Facebook community, the salon learned most fans wanted to see in-salon pictures. Salon Concrete responded with a campaign of photos and videos disseminated through social and style photos; photo shoots in action; and everyday finished looks on salon guests. In addition, the salon began filming several salon guest testimonials that were posted to Facebook. Another website video shows the staff at work while revealing personal details about each team member, such as their favorite foods or music. Owner Christine Zilinski also comes on camera to talk about what makes the salon unique and different. A corresponding print ad campaign helped new guests connect with staff by introducing readers to individual staff members by sharing fun, personal details.
“During the campaign, we went from 44 to 60 new guests per month (Jan- April), then in May we jumped to 114 new guests,” says Zilinski.
RALEIGH, NORTH CAROLINA
OWNED BY: BRYAN NUNES
To help combat all the challenges hairdressers face in offering retail to guests, Blo developed the Think Small Campaign. Not only did the campaign promote Blo’s branding, it was an interactive activity for clients that triggered an impulse buying decision, while simultaneously leveraging the salon’s philanthropic efforts. The campaign—which was promoted through in-salon signage, e-blasts, social media, and the salon’s blog—was comprised of 4,000 sealed cards which included one of eight different offers. Two of the offers are travel-sized product giveaways; one is a $10 off a tool; one is $5 off any brush; one is a coupon off a Pureology product; two are coupons for Redken products; and one focuses on philanthropy.
Before a stylist takes a guest back for their appointment, he or she encourages the guest to draw a Think Small card out of the fishbowl. After the consultation, the designer invites the guest to open their Think Small card to see what they’ve won. “This gives the designer an opening into a conversation about how the guest can redeem that savings, as well as establishes a focus for the rest of the appointment,” says Nunes.