A tagline that hit home: Best On The Block
THE CHALLENGE
You have to be sharp to cut it in the salon business. The low barrier to entry has resulted in a competitor on every corner in this industry. Pro-Cuts was losing ground and the franchise system wasn’t happy.
“Customer counts jumped 6.2 percent the first month.”
THE RESULTS
Systemwide, new customer counts jumped 6.2 percent the first month, up 30 percent over the year prior, and by more than 12 percent in just the second month of the promotion.Sales reflected the new trial, and repeat visitation was enhanced by the rewards program, as well.
THE SOLUTION
Trial and repeat are the keys to boosting business for salons so we rolled out a stylish new campaign with a targeted rewards program. We reached lookalike families matching the profiles of Pro-Cuts’ best customers in the trading areas surrounding the chain’s 152 stores.
We created a neighborhood-centric tagline that would tell the Pro Cut story in quick-glance mediums such as direct mail, email, in-store posters, outdoor, banners, POS and product bags. Pro Cuts was The Best On The Block.
The posters and POS brightened up the store and was a plus-up to the experience for first-timers and returning customers alike.
