In an effort to maximize the promotion, one of the cards donates $1 in the winning guest’s name to an organization committed to assisting citizens in the county living with Autism. Once all $500 cards were drawn for this offer, Blo donated a check for $500 to the organization and created an in-salon poster, eblast, and social media campaign with names of all 500 people who withdrew that card.
For Mom Because
TONYA JONES SALON SPA
OWNED BY: TONYA JONES
When creating its Mother’s Day campaign, Tonya Jones Salon Spa wanted to tap into the emotional connection most people feel for their mothers without getting lost in a sea of flowers and sweetness. So, working with Imaginal Marketing, the salon used humor, because humor-filled campaigns have the highest recall in marketing. Consisting of a series of relatable, fun messages of why we love Mom, such as “For Mom because you are solely responsible for her gray hair” or “For Mom because she just smiled when you cut your own bangs,” the campaign was designed to tip gift card purchasers to the next level of spending. Its multi-pronged approach incorporated website updates, e-mails, social media posts, and in-salon signage. “Our average gift card sales typically hover around $75, but this promotion helped bump those sales up 25 percent,” says Jones.
BEST INCORPORATION OF A NATIONAL CAMPAIGN/CO-BRANDED
Get the Hair You Love Permanently
NATURAL ALTERNATIVES SALONS SPAS
OWNED BY: SANDRA J. HAMPTON AND NICA HAMPTON
Natural Alternatives combined powerful Aveda imagery with its own locally prominent branding to create two, two-page print ads. Knowing that a multi-product ad would result in 30 percent more sales than a single product ad, the salon offered four incentives to potential guests. One coupon offers a new guest a $20 gift for any salon or spa service, a second offers $100 off Aveda’s Smooth Infusion Retexturizing Treatment, a third offers a complimentary hair cut with a new talent stylist and a fourth gifts a $20 gift card with the purchase of a $100 gift card.
“Not only are the coupons coming back regularly in the four areas, we are reminding each reader of the range of our services and allowing them to try something new at a discounted price—making it safer for them to get out of their comfort zone and try a new service,” says Nica Hampton.
NUOVO SALON GROUPS
OWNED BY: TERRY MCKEE AND JAMES AMATO