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STAMP 2018: Make a Big Announcement Through an Engaging Email Newsletter

Stacey Soble | September 11, 2018 | 9:59 AM
Penzone Salons & Spas Email Newsletter

Marketing is a salon’s way of telling its story in order to attract new clients and encourage existing ones to try different services from the menu. The ways salons leverage marketing to tell those stories is expanding every year, as owners sample newer vehicles like community videos, influencer programs and social media, along with more traditional methods.

Here is the winner of the best Email Newsletter in SALON TODAY's STAMP competition.

Penzone Salons + Spas
Powell, Ohio
Owners: Debbie and Charles Penzone
Penzone Salon and Spa’s most important announcement of the year centered around the company’s new branding concept and the opening of its newest location: Penzone Salon + Spa Dublin. As part of the effort, all six locations rebranded, including the company’s Max The Salon locations, with new service offerings introduced at the new salon rolling out to other locations.

“The email boasted an open rate of 17% with more than 15,000 guests actively reading the content,” Debbie Penzone says. “We felt that taking our guests along on our brand evolution was a critical step in the overall awareness and acceptance of our new concept, ensuring a smooth transition.”

This is one of only one of 31 marketing ideas featured in Salon Today's September/October S.T.A.M.P. issue. See the others here. (Coming Soon!)

More about STAMP:

SALON TODAY’s Annual Marketing Program, (STAMP), puts the spotlight on fabulous marketing—ideas that have been tried in the salon environment and proven successful. By entering this competition, these winning marketing teams are willing to share those entrepreneurial ideas with you, to encourage your team to put your own STAMP on it.

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STAMP 2018: Offering a VIP Program to Reward Your Clients

Stacey Soble | October 3, 2018

After years of planning, Cutting Loose Salon introduced a new VIP program that rewards guests for their loyalty. The program, which has three levels, starts every guest at the Circle Level. After a guest spends $150 in the salon, Cutting Loose sends them an automated email with a $15 gift card. When the client spends $400, the salon gifts them a $30 gift card.

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STAMP 2018: Creating a Salon Mantra or Mission Statement

October 3, 2018

When Penzone Salon + Spa opened its newest location in May 2018, it took the opportunity to completely reinvent the brand. Working with business consultant Venn Brand Group and the micro agency The Wonder Jam, the salon realigned its spa mantra to “We improve lives from the outside in.” This mantra supports the salon’s new holistic approach to beauty.

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STAMP 2018: Re-Branding Through Marketing Illustrations

Stacey Soble | October 3, 2018

Ginger Bay is proud of its 27-year history within the St. Louis community and wanted its brand to reflect its longtime presence. To promote the rebrand, Imaginal Marketing incorporated the St. Louis Arch and local scenery into an illustration, using the tagline Share The Love—STL is the nickname for St. Louis as well as its airport code.

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STAMP 2018: Try a Guerilla Marketing Campaign

Stacey Soble | September 19, 2018

Two of RedBloom Salon's master stylists took the lead on a marketing project that had some legs. Without telling the team why, they asked each member why they love what they do and collected the responses through an online form. On a Monday, when the salon was closed, the team leaders used window markers to write the responses on the salon’s windows to surprise both the guests and the team members.

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