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SEARCHIT’S A MARKETING STRATEGY that allows their salon’s logo to cross the eyes of onlookers at least once per minute! In a quick 100-lap circuit, Lisa Thomas Salon’s red and black racecar loops around the track fl ashing not only a shiny number 8, but a gorgeous hair model and a billboard size “Lisa Thomas Salon” logo. This visual stimulus gets fans chatting and asking: What does Lisa Thomas Salon do? Where are you located? “Racing has created a conversation forum for our salon business,” says Tom Kmak, owner of Lisa Thomas Salon with locations in Orland Park and Tinley Park, Illinois. “Fans like to be affiliated with both our business and our race car. Success breeds success!”
IT'S A MARKETING STRATEGY that
allows their salon's logo to cross the
eyes of onlookers at least once per minute!
In a quick 100-lap circuit, Lisa
Thomas Salon's red and black racecar
loops around the track fl ashing not only
a shiny number 8, but a gorgeous hair
model and a billboard size "Lisa Thomas
Salon" logo. This visual stimulus gets
fans chatting and asking: What does
Lisa Thomas Salon do? Where are you
located? "Racing has created a conversation
forum for our salon business," says
Tom Kmak, owner of Lisa Thomas Salon
with locations in Orland Park and Tinley
Park, Illinois. "Fans like to be affiliated
with both our business and our race car.
Success breeds success!"
For the past 10 years, the salon has
used "TK Racing" as an additional marketing
strategy. Not only do they display
photos of their race team in their salon,
on selected days they have a show car
that they feature in front of the salon
when Nascar is in town. As the years
have gone by, more racecar materials
have come into play with their own advertising
material. "People seem to be
drawn to the fact that we have a racecar
team," says Kmak. "We now have a
salon/racecar semi truck and trailer, pit
cards, Facebook, promotional magnets,
T-shirts, banners, pins and more." The
salon also allows the stylists to wear
race gear on certain days for extra attention
in the salon.
Clients who are interested can visit
the salon's separate and personalized
TK racing website at lisathomasracing.com and learn about the driver, "Fast"
Eddie Hoffman, who has held numerous
driving accomplishments, the crew,
racing results and standings. "Clients are
really intrigued by this not so common
connection between the salon industry
and the race car circuit," says Kmak.
"I've seen more and more salon owners
take advantage of advertising opportunities
at their local race venues-that's
because clients love the excitement!"
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