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 Digital Mail Piece campaign in SALON TODAY's STAMP competition.

New York Loft Meets Pacific Northwest Vibe
Gene Juarez Salons & Spas
Bellevue, Washington
Owner: Evergreen Pacific Partners

With the unveiling of a new 24,000 square-foot flagship salon in the high-end mall, Shops at the Bravern, in Bellevue, the marketing team knew they needed to develop a piece that would give prospective clients a good look at the new space.

“Large crisp pictures featuring our revolutionary Shampoo Oasis and open color bar were combined with explanations that not only described the new space, but also the new us,” says Helene Cohn, marketing manager and copywriter. “We mailed the 10-page brochure to residents of the affluent areas surrounding the salon, emphasizing our commitment to beauty and wellness. No special off er was included—we knew that salon would speak for itself.”

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.