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SEARCHThe Charles Penzone Salons in Columbus, Ohio, captures a 2013 STAMP award for its Prom Street Team guerilla marketing campaign.
The Prom Street Team
The Charles Penzone Salons
6 Locations headquartered in Columbus, Ohio
Owned by: Charles and Debra Penzone
To focus on the next generation of guests, Charles Penzone hosted its first in-salon prom event in 2012, by inviting girls ages 15-18 from all local school districts in for a complimentary evening of makeup and hair trend demonstrations, mini manicures, hand massages, ‘mocktails,’ and free gifts! Two prom-focused print ads and the development of promotional cards that were distributed to local schools helped boost prom updo and makeup appointments the first year. Given the success of the first year’s event, the salon decided to repeat a similar event in 2013, but decided to tighten up its event budget.
“As a more direct way to get into the schools, we developed the CP Prom Street Team, recruiting a group of girls via social media to spread the word through the schools and distribute small discounts to their friends,” says Penzone. “After the Street Team was selected, we hosted fun—but low cost—in-salon events to explain the program, the potential rewards and give the girls a free manicure to kick it off! Each week, we tracked the number of prom appointments scheduled and kept the team encouraged by giving them updates of their standings and how close they were to receiving their own free prom service.”
Combined, the team recruited more 40 appointments, while referring many additional guests to Charles Penzone. And, prom updos and makeup services increased 53% and 56% respectively over last year’s numbers.
Through social media, the Charles Penzone Salons recruited a group of girls as prom ambassadors, recruiting them to spread the word about updo and makeup service and offer their friends discounts. When the girls efforts booked appointments, they were rewarded with free services for themselves.
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