Salon Marketing Campaign of the Year 2019
On Monday 9th September 2019 our campaign for Voodou won Best Salon Marketing Campaign at the British Hairdressing Business Awards.
This is the comprehensive winning entry we created for Voodou. We run the same kind of campaigns for many salons in the UK, USA and Australia.
Tell us about your brand image, how this has evolved and why should you win this award? Can be submitted in a word answer (300 words max) and/or 90 sec video filmed on your phone.
Voodou started 43 years ago with one suburban salon and has since grown with some of the best-known and most successful hair salons in Liverpool. Everyone in Liverpool knows the Voodou brand: we are fiercely independent and offer quirky, irreverent, warm and welcoming salons where our stylists lead the way with the latest hair trends and colours.
At the heart of the company’s success is a relentless focus on marketing and a constant evolution of the brand to ensure we remain relevant to our clients. We refuse to stand still.
Where many hairdressers didn’t see the need for a website, Voodou led the charge, working with salon marketing experts Salon Guru to create a website with excellent SEO that leads clients through our doors on a daily basis. We take a similar approach to the growth of social media, bloggers, influencers and online advertising.
With increasing competition for hair clients in Liverpool, it’s vital Voodou continues to lead the way. That is why we decided to deliver an innovative new marketing campaign to attract new hair colour clients.
In the past 12 months we spent just £21,890 to gain £267,000 in new income from 4,132 new clients. The new income is purely from first visits and, with more than 500 five star reviews of our hair services, we are confident we can convert the majority of these clients into loyal and returning customers.
This has been our most ambitious digital marketing campaign to date. It owes its success to clever targeting on our social media platforms, facebook and Instagram – and partnering with an expert in salon online marketing. We have also measured, monitored and tweaked each step of the process to deliver a marketing campaign that is now being heralded as the benchmark for other hair salons across the UK.
Describe your approach when putting together your marketing strategy.
Voodou worked in partnership with salon marketing experts Salon Guru to create our most ambitious ever new client campaign.
This entry shows how, after 12 months of hard work, we have perfected a campaign that now…
brings new colour clients every day at a cost of £3 each
and a 1st visit average spend of £76.
Voodou’s primary client demographic is students and young females who are living, working or studying in the city centre. For this reason, our potential clientele can be transient so we have focussed our marketing strategy on attracting new colour clients.
For many years we have had:
- an incredibly busy website with over 200,000 unique visitors a year, and have won the UK’s Best Salon Website award twice.
- exceptional SEO – ranked number 1 in Liverpool for over 100 salon phrases.
- amongst the best salon social with 28,000 facebook fans and almost 16,000 Instagram followers.
So, our new client campaign in the last 12 months has utilised the incredible power of facebook and Instagram adverts. We use the massive amounts of personal data that social media stores to reach clients of the right age, gender, location and buying intent.
In the last year, that has produced over £267,000 of new client income from first visits – all from an advert spend of just £21,890.
What is special about your marketing strategy? How does it differ from competitors? Provide an example of a successful marketing campaign and the costs.
Our new client campaign is entirely performance data-driven. We run many sets of adverts each with their own hair colour videos, headline and promotional text. From these, we choose the “winning adverts” based on sign-ups and cost per acquisition and move them to a live advert set. This process is repeated every week with new videos and headlines.
We then run more tests using the chosen adverts to compare ages ranges and postal codes.
This constant testing and tweaking means that we have an evolving set of adverts that use the best creative (videos and text) that is always focussed on the best demographic (age and locations).
The process to get new client sign-ups has changed many times over the year as we tested new methods to a) reduce costs per acquisition and b) maximise the number of sign-ups.
The screenshots below show the process…
- Video advert shown (from a set of about 10 at any time)
- Sign-up button opens a facebook lead form
- Submission of data saves into a database (we can download later for more marketing)
- Submission also triggers an email reminder with links to the website and T&Cs
- People who click the MORE button on the Thank You page (about 40% do this) are subscribed to a chatbot sequence. This allows for reminder messages to be sent via facebook over the coming days. These messages include quick-dial buttons and reminder visuals.
Once a client visits the salon, we have a comprehensive New Client Journey series of emails and texts and a card given in salon to encourage future visits.