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SEARCHInterlocks Salon Spa Cosmetic's captures a STAMP award for its direct mail piece, "2 Days/20 Clients."
2 Days/20 Clients
Interlocks Salon Spa Cosmetics
Newburyport, Massachusetts
Owned by: Ginny Eramo
For the past two years, Interlocks has hosted dry-cutting pioneer Mike Karg as a celebrity guest artist in its salon, providing stylists with a unique mentoring experience while clients enjoy services with an industry expert. Over multiple visits, Karg developed a following of about 80+ guests. In order to attract new clients to the salon to experience this one-of-a-kind opportunity, Project Manager Jordan Eramo designed a direct mail postcard specifically targeted to this Karg’s following. “These exclusive clients were invited to book with Karg at a discounted price of $125, contingent upon bringing a friend who was new to Karg and to Interlocks,” says Eramo.
Although it was a limited mailing, it worked. Eramo reported the offer brought in a number of new clients for the Karg visit, and each one has returned to Interlocks for additional services in the salon and spa.
This exclusive invitation was direct mailed to clients who had booked with celebrity guest artist Mike Karg on previous visits, encouraging them to bring in a friend who was new to Karg and to the salon.
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