IT'S A MARKETING STRATEGY that
allows their salon's logo to cross the
eyes of onlookers at least once per minute!
In a quick 100-lap circuit, Lisa
Thomas Salon's red and black racecar
loops around the track fl ashing not only
a shiny number 8, but a gorgeous hair
model and a billboard size "Lisa Thomas
Salon" logo. This visual stimulus gets
fans chatting and asking: What does
Lisa Thomas Salon do? Where are you
located? "Racing has created a conversation
forum for our salon business," says
Tom Kmak, owner of Lisa Thomas Salon
with locations in Orland Park and Tinley
Park, Illinois. "Fans like to be affiliated
with both our business and our race car.
Success breeds success!"
For the past 10 years, the salon has used "TK Racing" as an additional marketing strategy. Not only do they display photos of their race team in their salon, on selected days they have a show car that they feature in front of the salon when Nascar is in town. As the years have gone by, more racecar materials have come into play with their own advertising material. "People seem to be drawn to the fact that we have a racecar team," says Kmak. "We now have a salon/racecar semi truck and trailer, pit cards, Facebook, promotional magnets, T-shirts, banners, pins and more." The salon also allows the stylists to wear race gear on certain days for extra attention in the salon.
Clients who are interested can visit the salon's separate and personalized TK racing website at lisathomasracing.com and learn about the driver, "Fast" Eddie Hoffman, who has held numerous driving accomplishments, the crew, racing results and standings. "Clients are really intrigued by this not so common connection between the salon industry and the race car circuit," says Kmak. "I've seen more and more salon owners take advantage of advertising opportunities at their local race venues-that's because clients love the excitement!"
For reprint and licensing requests for this article, Click here.