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 creative social media posts:
Be Inspired Salon, Inc.
Owner: Kati Whitledge
After hearing Aveda’s Barbara De Laere speak at Serious Business about client frustration when they don’t know how much a service will cost, Owner Kati Whitledge came back to the salon and launched All-Inclusive Color.
“When a client came in for balayage, it was a confusing investment with multiple add-ons with extra mixes—we decided to no longer have extra add-ons, but the team worked together to estimate the average mixes we tended to use per service and we set new prices to reflect that,” Whitledge says. “While our prices are more of an investment, we offer clarity.”
Whitledge developed a post introducing the concept of All-Inclusive Color that promised clients to give them pricing right up front, and the new service was a hit.