OWNED BY: JEN TRYON AND SHEILA BARCO
The main goal for the new Salon Rootz site was to increase exposure for the salon’s brand while visually telling its story. A background of edgy black and white photography speaks the salon’s culture, while each section of the easily navigated site attempts to grab readers’ attention in seven seconds. A staff page introduces visitors to each service provider, while the “Inside the Salon” page offers a visual tour; a portfolio provides a peak at staff work; the education page informs readers about the staff’s accomplishments; and a testimonial page shares feedback.
“We routinely average more than 500 visits per month and we come up on page one or two during searches on Google, Yahoo and Bing,” says Barco. “Image is everything, especially in an industry where we are paid to make people look good, and we believe our website reflects who we are along with the artistic beauty of our work.”
DV8 THE SALON
OWNED BY: LISA JUSTISS AND CANDICE HAMMIT
Splashy, playful design and tongue-in-cheek copy helps DV8’s website portray the salon as cool, artsy and fun. While the site’s navigation is insightful and intuitive, social media links and a reviews link are front and center. “Having the courage to post all reviews on the website, even the bad ones, tends to build trust and respect,” says Justiss. “With an $1,800 budget, we received a fresh, unique website that is a perfect online reflection of our real-world personality.”
SCOTT J SALON SPA
NEW YORK, NEW YORK
OWNED BY: SCOTT J. BUCHANAN
This website paints the Scott J image as a fashion-forward, highend luxury brand, but conveys the salon’s personal concern for each of its customers. Illustrated with a combination of Aveda imagery and the salon’s own editorial photos, the site displays a customer-feedback feature projecting the salon’s desire to constantly evolve and improve its salon and spa services. In addition, the site features direct calls to action, including a rewards program for existing clients, an introductory gift for new clients, and social media opportunities.
OWNED BY: JULIE MEREDITH
With nothing but a logo and a $3,000 budget, Salon Junallo created a luxury-branded online experience. A gallery of images sway new guests, contact info is prominent on each page, styling videos offer readers how-tos and a “Send a Hint” page encourages guests to e-mail gift ideas to significant others.
MOBILE MARKETING PROGRAM
ANiU Salon & Spa
OWNED BY: RON AND JAY BREDESON
Available for iPhone, iPad and Android devices, ANiU’s mobile app allows new and current clients to easily call or e-mail the salon, access the GPS feature for quick directions, view the salon’s website or access its Facebook, Twitter and YouTube pages, or write a testimonial. “We’ve had many clients say they love the convenience of this app, and we have about 10-15 people request appointments through the app each month,” say the Bredesons.
Eureka Salon & Spa
OWNED BY: RYAN ANDERSON
Like the salon itself, Eureka’s mobile app walks the line between “posh” and “hippie.” Customized with Eureka’s own brand imagery, the easily navigable site put salon information, salon and spa menus and special promotions at the public’s fingertips. In addition, the app can be used to request an appointment and link to the salon’s social media.
SOCIAL MEDIA CAMPAIGN
Facebook Wedding Tab
THE CHARLES PENZONE SALONS
OWNED BY: DEBRA AND CHARLES PENZONE
With an increased focus on the bridal business for 2011, The Charles Penzone Salons wanted to provide brides with an inside look into their bridal styling skills. To accomplish this, the salon set up a custom Facebook tab featuring real Charles Penzone brides and their wedding-day hair, make-up and nail services. The staff recruited recent brides to submit their real photos in exchange for a chance to win a gift card. Working with an agency partner, the salon developed a Facebook tab and an app where each bride is featured on her own page with several photos and a list of which staff members provided her hair and make-up services. On each page, viewers can get in touch with bridal coordinators, opt-in for e-mail communications and are invited to share their own wedding pictures.
12 Days of Christmas
HAIR ESSENTIALS SALON
OWNED BY: CHRISTINE DONOVAN
For the holiday season, Hair Essentials developed a Facebook campaign that generated some spirited buzz, thanked their clients for an amazing year and even helped them gain some new fans. Each day leading up to the holidays, the salon offered Facebook fans a different giveaway, with an ultimate grand prize on the final day. For example on the sixth day, the salon gifted all $50 gift card purchasers with a $10 one of their own. On day nine, Facebook fans were invited in for a complimentary eyebrow wax. And, on day 11, the salon gave away $25 gift cards to the fi rst fi ve callers who called the salon and said, “Ho, ho, ho!” “We accomplished and surpassed all goals and expectations!” says Donovan.
SINGLE CREATIVE SOCIAL MEDIA POST
Restart Your Style
NUOVO SALONS SPAS
OWNED BY: TERRY MCKEE AND JAMES AMATO
To boost sales during a slow January, Nuovo collaborated with Imaginal Marketing Group to launch a Facebook campaign that put a fashion twist on the New Year’s resolution.
To launch the campaign, Nuovo posted the following: “In 2011, I resolve to learn a 5-minute ponytail technique that is a hair style, not an act of desperation! What is your resolution? Post yours on our wall and check our page often for new resolutions. Happy New Year!”
This campaign more than doubled the salon’s Facebook interaction and engagement, and when combined with a new client offer it resulted in 44 appointments and 15 new clients for January.
DES MOINES, IOWA
OWNED BY: TRICIA RIVAS
Operated by one of Trixies stylists and designed by Matt Dirkx, Trixies blog is one of the salon’s newest additions to its marketing portfolio. “We wanted to reach out to guests with a more in-depth look at our favorite things, what we are obsessing over, recipes and thoughts about life,” says Rivas. ”It’s updated sporadically and we mention all new posts on Facebook and Twitter—it’s one of our new favorite things.”
OWNED BY: MARY FISCHER AND RALPH DIAZ
Gaia’s blog is a testament that the salon keeps Manhattan, Kansas, both beautiful and informed. Constantly updated, the blog communicates about everything from the salon’s community service events to fashion trends to the staff’s educational achievements. The secret to this blog’s success is constant updating and loads of images.
SAN DIEGO, CALIFORNIA
OWNED BY: DANA STALLINGS
Spa Velia’s consistently updated blog offers unique and useful information on wellness, health and beauty. “I discuss issues that are close to the hearts of the staff, and include news and local events as well,” says Stallings. “Through the blog, I connected with other bloggers in southern California and, in turn, they have written about me and Spa Velia, further increasing our visibility. Within three months of integrating the blog into our website, productivity at the spa jumped 30 percent.”
Charles Penzone E-Newsletter
THE CHARLES PENZONE SALONS
OWNED BY: DEBRA AND CHARLES PENZONE
After extensive research on their e-communications, which determined the content current subscribers were interested in, The Charles Penzone Salons launched an e-newsletter in 2011. All departments and creative teams collaborate on the content, which includes nuggets of knowledge about trends, new services and products, promotions and general salon news. All content is written in a colloquial, magazinelike tone, and drives readers to the salon’s website to increase web traffi c of the salon’s “What’s New” blog.
To increase the salons’ subscriber base, guest service team members worked to capture guests’ e-mails; the salon implemented Padiact, a web capture mechanism, on its website; and management implemented a contest that rewarded guests for texting in their e-mails for signup. “Over a nine-month period, our e-mail subscriber database increased 123 percent, or nearly 40,000 subscribers,” says Debra Penzone. “Our open rate averages 18-25 percent when the salon industry average is about 15 percent, and this summer we implemented a subscriber center to help gather targeted information about our guests so we can send them information on the content and promotions that are most relevant to their needs.”
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