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 guerilla-style marketing campaigns:
Wireless Access Point
Owners: Jen Tryon and Sheila Barco
Last March, Salon Rootz installed a wireless access point (WAP) that allowed the salon to control their Wi-Fi network for guests. In order for guests to use the salon’s Wi-Fi on their phones, tablets or laptops, guests had to check-in to the salon on Facebook. This is a special type of status update that shows the user is in a certain location.
“We discovered this idea was responsible for an additional 20-25 new clients a month, as 98% of clients post a comment when they check in, and the average Facebook user has 500 friends. Each night I go through and thank each guest for visiting that day,” says Jennifer LeBlanc, marketing director. “Nothing beats being on the salon floor and chatting with a new guest who tells you she decided to give the salon a try after seeing a friend is a client.”
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