Management Practices

STAMP 2016: Charles Penzone's Coordinated Campaign

Stacey Soble | September 6, 2016 | 3:42 PM

Pretty Little Perks
Charles Penzone Salons
Powell, Ohio
: Debra and Charles Penzone

After experiencing sluggish Valentine’s Day gift card sales, the marketing team at Charles Penzone decided to turn the tables for Mother’s Day. For every gift card purchased for $125 or more ($25 more than the average purchase), the purchaser received an additional $20 bounceback to redeem on salon or spa services that they could keep or give as part of the gift. To encourage sales, the salon even suggested four mom-approved service experiences for which guests could use the gift cards.

Promotion of the campaign was carried out through multiple channels and included print advertisements, an email campaign, targeted spots on Pandora radio, social media posts, targeted social media advertisements and a display ad on a local television station’s website. Designed to drive service sales during the slower summer months, the treatment of the Pretty Little Perk was handled as a shared discount absorbed equally between the company and the professionals.

“The campaign was a tremendous success!” Debra Penzone says. “We set gift card sales goals at 6% above 2015 totals, but we ended up increasing gift card sales by 26% across all channels.”


More from Management Practices

Management Practices
Management Practices

Dos and Don’ts When Communicating with Upset Guests

July 31, 2018

They say the key to every great relationship is communication – and handling a guest complaint is no different. It’s not ideal to have to communicate with an upset guest, yet we’ve all been there and it’s likely we’ll be there again someday. Here are the dos and don’ts to keep in mind to help you successfully communicate with upset guests.

Management Practices @vanessapalstylist cutting a precision bob hairstyle. 
Management Practices

SALON TODAY RECOMMENDS: Strategies for In-Salon Education & Minimizing Stylist Turnover

Lauren Salapatek | May 4, 2018

What kind of continuing education do you have at your salon? Are you inspiring your employees to reach their full potential? This month Aveda Means Business covers topics from in-salon education to minimizing stylist turnover. Learn some ways on how to attract stylists who are passionate about the business and who will fit in with your salon’s culture.

Management Practices Sponsored by L'Oréal Professionnel

OWNER TO OWNER: The David Rios Salons’ Secrets to Providing 5-Star European Service for the Country’s Most Demanding Clients

May 2, 2018

Many of the country’s most brilliant, talented and powerful people live and work in the Georgetown neighborhood of Washington, D.C. They’re politicians, diplomats, attorneys. Also professors and students at the nation’s top universities. So, if you’re servicing these people in your salon, you had better be at the very top of your game.

Load More