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STAMP 2017: Charles Penzone's Guerilla Marketing Campaign

Stacey Soble | August 30, 2017 | 2:08 PM
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The salon sent a barbershop quartet, outfitted in Rogue Rhino logowear, throughout hot spots in Columbus to drum up awareness of the barbershop opening.
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The Rogue Quartet
Rogue Rhino Club Barbershop & Lounge
Powell, Ohio
Owners: Debra and Charles Penzone

In May 2017, The Charles Penzone Salons opened the doors on its newest concept, the Rogue Rhino Club Barbershop & Lounge, but several guerilla marketing campaigns drummed up awareness before the doors opened.

To create buzz through experiential marketing, Marketing Director Jena Huffman created an Instagram contest by developing relationships with local businesses, including a craft brewery, a specialty market and an artisan pizza shop, and having them display the #RogueRhino. She then invited Columbus residents, including several Instagram influencers to find the hashtag, photograph it and use #RogueRhino to enter a drawing for an elite Royal Rhino Club package. The contest resulted in 300 engagements on Instagram related to the brand before the doors opened.

The following weekend, the Penzones hired a local barbershop quartet to create mass awareness throughout Columbus Over the weekend, the quartet stationed themselves in popular Columbus areas with heavy foot traffic, while grooming experts distributed flyers, business cards and complimentary cards enabling recipients to enjoy a free cut or wet shave.

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