Expresscopy.com Postcard of the Week: Ideal Hair

 

Why it’s the “Design of the Week”

 

  • Modernized Design – Having an up-to-date design is important because the viewer will feel a stronger level of connection then they will with a design they don’t identify with.

 

  • Valuable Promotion – Ideal Hair has two promotions that they alternate. The first promotion is for a 4$ off service coupon and the other is a 6$ off product coupon.

 

  • Consistent Reminder – When a customer has not recently visited their salon, Ideal Hair will send out a friendly postcard with a discount. Keeping in contact helps ensure long-term patronage from customers.

 

Background

Ideal Hair is a hair salon dedicated to the entire family. Located in Scotts Valley, California and with over 45 years in business, Ideal Hair features professional Redken-trained designers who ensure that each customer’s needs are perfectly met. Karen Perry is the co-founder of Ideal Salon; she sold the business 12 years ago but still handles many responsibilities for the company including postcards.

 

Josh Nelson: Hi Karen, thanks for speaking with me today. When I look at Ideal Hair’s postcards one of the first things I notice is that you run an alternating promotional. One is a 4$ off service and the other is a 6$ off products. Do they bring in more sales and have you noticed if one works better than the other?

 

Karen: We have been running that promotion for a long time. What I think is the key take away from it is the cards not only serve as a reminder for people to come in but the promotional incentive shows them that we really do want their business. Our postcards have become synonymous with those discounts and I think it has helped keep us at the top of our customers’ minds.

 

Josh: What kind of results are you getting?

 

Karen: We’ve been doing these kinds of postcards for as long as I can remember and honestly, for us, it is not so much about getting new or better results as much as it’s about maintaining the consistent business we’ve had.

 

Josh: What is your goal with postcards?

 

Karen: Our goal with our postcards is always to get people back to the salon. Even if it doesn’t get the customer in right away just sending them that reminder keeps us at the front of their mind. That way when they are ready to do something with their hair, Ideal Hair is the first place they think of.

 

Josh: Who are the people you are targeting with these postcards?

 

Karen: We send postcards to anyone who has been to our salon and had any sort of service performed. Whenever a customer comes in we have them fill out a client form and through that we are able to obtain general information such as their home address. Having that information allows us to contact them via postcard.

 

Josh: So these are past customers you are sending to. How do you determine when to mail to them?

 

Karen: We actually have a color-coded system that helps with that. We input our client information into our database and a color represents each month. The customers are color-coded by the last month they used our service. At the end of the month we look at customers who haven’t been visited in a few months and send them a postcard. The color-coding helps us to quickly identify who we need to send to.

 

Josh: So what other marketing tools do you use and how do postcards fit into the overall marketing scheme?

 

Karen: We do marketing through our website and we are also associated with Redken so sometimes we get to do a little marketing through them. We also participate in marketing promotion with other stores on our strip. Postcards are our biggest outreach tool and we are always sending out postcards each month as a way to keep us at the front of people’s minds when they think of hair care.

 

Karen: We’ve been doing these kinds of postcards for as long as I can remember and honestly, for us, it is not so much about getting new or better results as much as it’s about maintaining the consistent business we’ve had.

 

Josh: Thanks for speaking with me today, Karen. Do you have any closing thoughts or comments?

 

Karen: We used to do postcards all in-house and we had to manually make each postcard. We use to send out 8,000 postcards at the end of each year to all of our customers so you can imagine just how much time we had to invest in our postcards. Now with expresscopy.com, I save tons of time and effort. The site is so easy to use. If I ever have a question there’s always someone there to assist me. It has just made my life so much easier and I can’t tell you how much that means to me!

 

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