There’s nothing quite like a crisis to spur marketing creativity, and this year STAMP 2020 gave applicants an outlet to share the ingenuity through new COVID-19 categories that revolved around marketing products and gift cards and communicating with clients through the salon shutdown period. Here's PENZONE Salons + Spas' COVID-19 Client Communication campaign:
Penzone Salons +Spas
Owners: Debbie and Chuck Penzone
As the pandemic struck and salons across the country were beginning to close, Penzone Salons + Spas made the unprecedented step to close three days before the Ohio Governor issued the shutdown order. An email announcement to the salon’s clientele boasted open rates several percentage points higher than normal,and social posts soared.
In the time between closure and reopening, Penzone crafted a number of email newsletters for their guests. With each communication update, the team posted corresponding blogs and supported the messages on social. Communications topics included the safety update closure message; how clients could support Penzone team members; a ‘Show Your Roots’ campaign; opportunities to take a moment for centering with the salon’s sister brand LIT Life + Yoga; Zoom hair and makeup tips and tricks; and an introduction to the PENZONE Strong brand, which became a symbol of strength for the team and guests to push through the waiting.
On May 8, when the salons happily announced their reopening and reimplemented online booking, guests booked more than 2,500 appointments in a single day. Additional email campaigns detailed the new health and safety standards and included a video that introduced guests to the new safety protocol. Within days, the blog had more than 11,000 reads.
“Beyond the topic of safety, the Penzone team worked to bring light into the lives of everyone struggling with stay-at-home orders, introducing videos on Makeup Routines in Under 3 Minutes, Self Massage for Stress Relief, Body Positivity and Quarantine Skin Care Routine,” says Jena Huffman, marketing and communications director. “In addition, through her podcast From the Outside In, Debbie Penzone interviewed managers about the rigorous new protocols in the spa and salon.”
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