Fall into Color
LAKE CHARLES, LOUISIANA
OWNED BY: WENDY WHITE MCCOWN
“In addition to reaching out to potential new clients, we wanted to prompt our clients who didn’t receive color to think about getting this service during the fall months, and encourage clients who do get color to think about a new twist,” says Wendy White McCown. Taking advantage of having live models at a styling class, she took pictures of the beautiful hair color work and used them to create an ad campaign for local magazines, as well as an in-salon campaign. During the campaign, each station featured “Fall-into-Color” cards, and a chalkboard over the front desk displayed the ad. The cost was minimal: $15 to decorate the chalkboard, $50 for the station signs, and $250 per magazine ad. The salon saved on ad costs by designing the ad themselves.
OWNED BY: KITTY TIERNEY
By hiring a Joan Rivers impersonator, Impressions spoofed the show Fashion Police in a comical radio commercial that had Rivers reviewing hair cuts and steering listeners to Impressions to avoid a ticket. With sirens in the background, Rivers says, “Her hair was such a disaster, Courtney Love looked at her and said, ‘Sweetie, let me help you.’”
Tierney followed the radio ad with a series of print ads that looked like hair violation tickets. The ads could be clipped out and passed onto friends and family. The tongue-in-cheek violation ordered: “You are hereby summoned to appear at Impressions. Failure to comply will result in snickering, finger pointing, nick-naming, public shaming or, in some cases, viral internet videos.
Although Tierney says she blew her budget on the radio ads, she reaped the benefits of hearing hundreds of people mention the ad. “Our total sales for November and December were up $100,000 and the salon’s new guest count was up 10 percent.”
The Gift of a Spa Experience
NEW ORLEANS, BATON ROUGE AND HAMMOND, LOUISIANA
OWNED BY: EDWIN NEILL III AND DEBRA NEILL BAKER
After negotiating air time as part of a trade agreement for their part in a radio promotion, Paris Parker and Imaginal Marketing designed this radio spot to mimic the word-of-mouth scenario that attracts clients to a salon. Copy for the ad was inspired by the results of informal focus groups of men and women who expressed anxiety about having to buy the right holiday gift for their significant other. The answer, according to Paris Parker: a spa gift card.