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 one of the honorees for best influencer programs:
PENZONE Salons and Spas
Owners: Debra and Chuck Penzone
In 2018, Penzone Salon and Spa opened two new locations, and the Penzones wanted to spread the word about their new concepts, as well as break into a new, younger demographic. To launch their campaign, the salon invited local influencers to experience their brand. During special events, influencers had the opportunity to meet Debra Penzone and hear about the salon’s history and brand evolution. After the tours, influencers soaked in the experience with food, a craft beverage or cocktail from the salon’s bar, and the chance to enjoy one of the salon’s new service offerings.
“Offering services allows the influencers to truly immerse themselves and their authenticity shows through their Instagram posts and stories,” Penzone says. “We also supplied each influencer with a gift card that could be enjoyed personally or used to incentivize their followers—several giveaways were initiated, resulting in thousands of local people being exposed to our brand.”