Hair Salon Direct Mail Success Story

Hair Salon Direct Mail Success Story

Customer Objective

A Great Clips franchisee recently opened a new location and needed an effective way to attract new customers while being able to maintain his existing customers in the market.

Campaign Strategy

  • Develop a 3-month Grand Opening marketing plan

  • Profile households in the trade area to identify households most likely to use Great Clips

  • Mail the Impact Postcard during the first two mailings offering a $5.99 haircut

  • Mail the Wrap to saturate the market on the third mailing to increase awareness to the most households possible in the most cost effective manner

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Campaign Results

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coupons were redeemed during the first month’s promotion for an overall redemption of 3.8% from the Impact Postcard
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Of those 567 coupons, 392 coupons were redeemed by new customers
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1,000 coupons were redeemed from the Wrap during the promotional period and produced a 256% return on investment

Hair Salon Industry Trends

Annual growth from 2011 to 2016 is 2.2% due to rising consumer sentiment and per capita disposable income. This is expected to keep rising, providing consumers with more discretionary income for luxury services at hair salons.

Here are some more stats around hair salon trends for the past year.

  • Total industry revenue is $43 billion

  • There is a total of 1,033,180 hair salons in the United States

  • There has been an increased demand for ancillary services to standard haircuts, such as hair treatments (e.g. straightening procedures and perms), skin-care services and massages

  • While demand for hair salon services typically is year-round, prom and wedding seasons (April, May and June) are particularly busy times of the year

Source: 2017 IBISWorld

Hair Salon Industry Trends

Annual growth from 2011 to 2016 is 2.2% due to rising consumer sentiment and per capita disposable income. This is expected to keep rising, providing consumers with more discretionary income for luxury services at hair salons.

Here are some more stats around hair salon trends for the past year.

  • Total industry revenue is $43 billion

  • There is a total of 1,033,180 hair salons in the United States

  • There has been an increased demand for ancillary services to standard haircuts, such as hair treatments (e.g. straightening procedures and perms), skin-care services and massages

  • While demand for hair salon services typically is year-round, prom and wedding seasons (April, May and June) are particularly busy times of the year

Source: 2017 IBISWorld

Hair Salon Advertising Opportunities in Rural America

  • Many ladies in rural geography are looking for salon care to help them either cover gray or wear their gray proudly

  • “Co-washing” or “conditioner-only washing,” is a trend, and sales of co-washing products are on the rise

  • There’s major opportunity to market specialty services and expertise to those with curly hair

  • Ladies aged 18 – 34 in rural areas are 79% more likely to be engaged than any other rural age group

  • Also, ladies aged 35 – 44 are 35% more likely than her urban counterparts to be engaged

Source: Spring 2016 NHCS Adult Study 2-year, AudienceSCAN 2017, 2016 DMA Factbook

How Do I Find My Best Rural Hair Salon Customers?

Our Consumer Analytics team are highly skilled in the science of micromarketing. What does that mean? Micromarketing is another way of saying that we develop a marketing strategy in which your direct mail advertising efforts are focused on a small group of highly-targeted customers. This gives your message the best chance possible to be seen by the right customers at the right time.

Direct Mail’s Influence on Hair Salon Customers

  • For hair coloring/perm clients, 40.8% of the audience indicated ads/coupons in their mailbox led them to take action in the last 30 days – 67.6% of the audience indicated ads/coupons in the mailbox led them to take action in the last year
  • 38.7% of adults aged 22-24 read direct mail immediately and 38.2% of adults ages 25-34 read immediately
  • According to the DMA, direct mail response rates are on the rise – last year average response rates were at 5.3% – a 43% increase from the previous year and the best it’s been in the last 13 years

Source: Spring 2016 NHCS Adult Study 2-year, AudienceSCAN 2017, 2016 DMA Factbook, 2017 DMA Response Rate Report

Do You Have Any Questions About How Direct Mail Can Grow Your Business?

If you have any questions about how direct mail can grow your business, we would be happy to answer them. You can call us at 877-620-6283 or select GET STARTED TODAY to fill out our form.

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