According to businessdictionary.com, marketing is the management process through which goods and services move from concept to the customer. Several years ago, Salon Marketing was one of the most popular categories in our SALON TODAY 200 salon business recognition program. Most applicants were eager though to show was the marketing materials they created as much as they wanted to talk about the success of their programs, so we launched a spinoff recognition program. STAMP—or SALON TODAY’s Annual Marketing Program—showcases the best in salon marketing from several diverse categories, including traditional marketing, digital marketing, marketing campaigns, branding and in-salon marketing.
The 2019 STAMP celebrated 33 honorees in 24 different categories, including a few new categories: Influencer Programs, Gift Box Programs and Television Appearances.
Here is the honoree for best Direct Mail piece:
Owner: Amy Pal
When Whip Salon added medi spa services, such as eyelash extensions, microblading and Botox to its menu, Owner Amy Pal decided a direct-mail piece was the best vehicle for introducing the services to the community while showcasing the salon’s beautiful new treatment rooms.
The double-sided, oversized (6" x 9") postcard featured a photo of two of the salon’s most recognized stylists holding their blow dryers Charlie’s Angels-style to convey their hip, fun vibe on one side, and an interior shot of the treatment room on the back. In addition, the postcard offered 15% off any experience the recipient had never had in the salon before.
“We sent out 2,986 postcards at a cost of $938,” Pal says. “The card resulted in $3,038 in immediate sales. Since then, those 53 new clients have resulted in $22,200 in sales to date at just one location.”