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Marketing is a salon’s way of telling its story in order to attract new clients and encourage existing ones to try different services from the menu. The ways salons leverage marketing to tell those stories is expanding every year, as owners sample newer vehicles like community videos, influencer programs and social media, along with more traditional methods.

Here is the winner of the best Overall Coordinated Campaign in SALON TODAY's STAMP competition.

Salon Spa W
Des Moines, Iowa
Owner: China Wong

For the past eight years, Salon Spa W has been named to the SALON TODAY 200. This year, the announcement coincided with London Fashion Week, where three Salon Spa W team members were backstage styling hair and makeup. The salon decided to combine the two into a six-week celebration that thanked clients for helping them reach the milestone.

“The Going Global campaign incorporated a variety of digital and traditional marketing elements and had the whole salon buzzing about spring fashion, travel products and what sets us apart as a ST200 salon,” Wong says.
During the celebration, the salon ran a promotion on travel products, allowing clients to pick six and receive a free travel pouch which resulted in $2,600 in sales. The salon’s creative curator designed T-shirts and a custom bandana printed with the “W” logo and a tiny crown for a British flair; the team wore the apparel throughout the campaign. The salon produced mirror talkers, posters, featured the story in the email newsletter and held a high-tea party on three consecutive Fridays.