A Marketing Campaign promotes a brand through various forms of media, including traditional media, digital media and through in-salon marketing. A campaign makes a bigger promotional splash because it combines the efforts of different types of communication often reaching clients with a message multiple times.
Recently, the 2022 STAMP (SALON TODAY Annual Marketing Program) recognized 37 honorees in 21 categories, including eight honorees in Campaigns. Presented in a Show-and -Tell style, these proven marketing strategies are ripe for borrowing, adapting to your own business and using in your own market. The competition awarded marketing and promotional ideas in five overall categories: Traditional Marketing, Digital Marketing, Campaigns, Branded Salon Materials, and In-Salon Marketing. To break it up and make these online stories a little easier to digest, we are presenting each category as a separate story.
Here are the honorees in the Campaigns Category:
BEST INCORPORATION OF A NATIONAL CAMPAIGN
A Bleu Earth Day
Owner: Ginny Eramo
In planning its annual marketing calendar, Interlocks knew its Earth Day campaign needed to correlate with its most eco-conscious and sustainable brand, R+Co BLEU. While the salon received ample digital assets from the brand to use on its social and digital platforms, Eramo knew she wanted to do more to put the spotlight on the brand through a sustainable and #shoplocal approach.
“Using the brand’s photography, our Marketing Manager Amy Pirro launched a promotion of 15% off $100+ purchases and 20% off $200+ purchases, with a marketing spotlight on the sustainable features of the brand,” says Eramo. “A coordinating in-house display showcased a suspended dried flower installment created by Director of Marketing Jordan Becker. Accompanying vases with dried flowers were nested between the modern packaging, and additional dried flowers were adhered to mirror clings that displayed on all 22 stations.”
The campaign resulted in a 360% increase in retail sales for R+Co BLEU for the duration of Earth Month.
OVERALL COORDINATED CAMPAIGN
Water Your Plants
Owner: Jana and Frank Westerbeke
For it’s 20th anniversary, the team at VerVe wanted a campaign that embodied community, sustainability and whimsy. For the visuals, a photo shoot using the salon’s intern as a model in a fun, flowery ensemble was paired with the tagline, “This is a friendly reminder to water your plants.” T-shirts with the motto were produced for the team, an ad for Tucson Lifestyle Magazine was designed, a website header created and free-standing banners were produced.
The campaign was unveiled at a community event the salon hosted for the Ben’s Bells charity and presented as coinciding with Earth Month. Guests at the event and in the salon during the month of April received a parting gift of seeds implanted in a biodegradable container decorated with a belly band that featured the VerVe logo and the campaign tagline.
Tangerine Salon & Spa
Owner: Brandon & Janet Hensley
The Hensleys wanted to celebrate 22 years in business by thanking their guests with a campaign that served as a reputation builder and a customized, fun promotion. The campaign focused on driving reviews as a way to continue building the Tangerine reputation, and it offered a promotion of 22% off products during the week of the anniversary.
The campaign included mirror clings, social media posts, email promotions and website ads. “We wanted the tone of our campaign to align with Taylor Swift’s song “22” and the Imaginal Marketing Group team nailed it with the copy and the design.
All Hail the Queen
Tonya Jones SalonSpa
Owner: Tonya Jones
Knowing that the two big gift card seasons are holiday and Mother’s Day, Tonya Jones made the first bit push of 2022 a click-to-buy card promotion for Mother’s Day. The campaign started with an offer guests couldn’t refuse—a $100 bonus gift card for every $300+ gift card purchase. “We shared our offer in-salon, via social media, on our website and through email marketing, and the results were outstanding,” says Jones.
The campaign strategy, scheduling and boosting cost $1,655 plus a $125 promoting budget, and the salon sold $90,700 in gift cards.
“We chose a higher dollar offer because we knew it would ensure loyalty with existing guests, while opening the door to new ones,” Jones says.
Gila Rūt Aveda Salons
Hillcrest and Otay Ranch, California
Owners: Keri Davis-Duffy and Karla Lopez-Martinez
For Gila Rūt Aveda Salons, celebrating 30 years in business meant sharing the joy with clients with a fun and rewarding anniversary campaign. Working with Imaginal Marketing Group, the salon created a commemorative 30th anniversary logo which was used across multiple differ platforms including the website, on in-salon mirror clings and easel posters, through social media and on a special commemorative tote.
“We gave one tote to each guest who bought $50 or more in retail and our original order of 144 totes sold out in less than a week,” says Davis-Duffy. “The totes serve as a walking billboard, so we plan to use them all year for further retail incentives and for gifts to aid in recruitment.”
Headlines The Salon
Owners: Gayle Fulbright and David Linde
Headlines The Salon has been a huge supporter of Childhelp USA, a charity that helps victims of child abuse, for almost 20 years. This year, the salon pledged to do something fun for the community, too, so they organized a Celebrity Bartending fund-raising event.
Owners Fulbright and Linde gathered six local influencers who had ‘lots of friends’ and challenged each to be a guest bartender, competing to win the most in tips in 30 minutes.
Each influencer marketed the event through their own social channels and more than 200 people came out to support their favorite bartender. “We were excited to raise more than $8,000 in four hours,” Fulbright says.
The Philanthropic Tote
Owners: Jana and Frank Westerbeke
Gadabout SalonSpas is passionate about its philanthropic endeavors, giving to most women’s and children’s non-profits each year. One of the ways Gadabout gives back to the community is through its Silent Auction donation totes, and the salon donates about 200 of them a year.
“The custom-designed Tote and Gift Card Holding Pouch feesl modern and minimalistic—something our guests would use in their day-to-day activities,” says Jana. “Inside, the recipient will find a clear pouch with our ‘Best Day Ever’ gift card holder and three $50 gift cards that can be used for services or home care products. We also include a Gadabout sticker sheet with stickers representing our salon’s sense of fun along with a single sticker with the sentiment ‘You Look Good.’”
The salon created easy-to-display How-To Set Up instructions for the recipient non-profits to ensure that the salon’s brand standards are upheld, whether it’s for a large auction table or a small raffle.
“We believe that the gift presented in this way helps the non-profit raise more money, and that consumers find the gift cards more valuable than a basket of products they may or may not use,” Jana says. “Our non-profit partners say the totes are one of the first items to sell.”
Supporting the Community
Josephine’s Day Spa & Salon
Owner: Vivien Yeh
Vivien Yeh, owner of Josephine’s Day Spa is such a believer in marketing the salon through giving back to community-based philanthropies, it’s a year-round activity. When guests mention their school’s Parent Teacher’s Association/Organization, she reserves 5% of the ticket for the schools.
Each year the salon donates almost $2,000 worth of services to the British American Foundation of Texas, which raises money for scholarships for low-income families.
In addition, Yeh and her team also volunteer to do hair and makeup for:
- Miss Chinatown, a highly respected scholarship pageant that encourages young Chinese American women to develop their interpersonal skills, talents and goals for higher education.
- Junior Woman’s Club Holiday Happening Fashion Show, which raises money for children’s charities.
- Tim Tebow Night to Shine, an unforgettable prom night experience for people with special needs.
CHECK OUT THE OTHER STAMP WINNERS FOR 2022:
For reprint and licensing requests for this article, Click here.