Salon marketing for the first visit and the one after it

The three concepts. The three researched salon campaigns are a neighborhood direct-mail grand-opening or first-visit offer campaign, with a specific discount or complimentary add-on; a targeted Facebook and Instagram promotion campaign using visually led service content and an initial-booking offer; and an opt-in SMS rebooking, win-back, birthday/promotion, and last-minute-opening campaign.

direct mail marketing services →direct mail and digital marketing →

What the mail carries. Common salon mail pieces promote grand openings, new-client offers, seasonal services, loyalty, referrals, weekday offers, and gift certificates to nearby households.

USPS Domestic Mail Manual 602.5 provides that each address, except for mail bearing an alternative address format, in a mailing at commercial First-Class Mail presorted or automation prices or USPS Marketing Mail prices is subject to the Move Update standard, and that each address and associated addressee used on the mailpieces in a mailing must be updated within 95 days before the mailing date with one of the USPS-approved methods, which include Address Change Service and the National Change of Address Linkage System (NCOALink).

USPS Domestic Mail Manual 602.5

direct mail mailing lists →targeted direct mail →

The print formats. 6x9 direct-mail postcards; coupon or first-visit offer cards; gift-certificate promotions.

In house. Printing at MBI is commercial printing done in-house, from a short run to a full production run.

USPS Domestic Mail Manual 201.1.2.1 sets the commercial card-price dimensional standards at not less than 3-1/2 inches high, 5 inches long and 0.007 inch thick, with cards more than 4-1/4 inches high or 6 inches long, or both, required to be a minimum of 0.009 inch thick; no more than 4-1/4 inches high, no more than 6 inches long and no thicker than 0.016 inch for each stamped card or each half of a double-stamped card or double postcard; no more than 6 inches high, no more than 9 inches long and no thicker than 0.016 inch for each postcard; and within an aspect ratio (length divided by height) of 1.3 to 2.5, inclusive, with the exception that mailers may use an 11-inch by 8.5-inch sheet to create four identical-size postcards.

USPS Domestic Mail Manual 201.1.2.1

printing services →postcard mailing services →direct mail cost →

The guidance for a salon on Meta. The guidance for a salon on Meta is to run local Facebook and Instagram ads featuring services and a specific special promotion to drive initial bookings.

Meta's advertising standards state that advertisers are responsible for understanding and complying with all applicable laws and regulations, and that ads must not promote products, services, schemes or offers using identified deceptive or misleading practices, including those meant to scam people out of money or personal information.

Meta, Advertising Standards

FTC advertising guidance for small business states that advertising must be truthful and non-deceptive, that advertisers must have evidence to back up their claims, and that advertisements cannot be unfair; an ad is deceptive if it contains a statement, or omits information, that is likely to mislead consumers acting reasonably under the circumstances and is material to a consumer's decision to buy or use the product.

FTC, Advertising FAQ’s: A Guide for Small Business

digital advertising services →direct mail and digital marketing →

The guidance for a salon’s texting. The guidance for a salon's texting is to use consented texts for appointment reminders, rebooking prompts, seasonal promotions, win-backs, birthday messages, and rapidly filling cancellations.

CTIA's Messaging Principles and Best Practices state that Message Senders should support opt-in mechanisms and that messages should be sent only after the Consumer has opted-in to receive them, and list entering a telephone number through a website, clicking a button on a mobile webpage, sending a message from the Consumer's mobile device that contains an advertising keyword, and signing up at a point-of-sale (POS) or other Message Sender on-site location among the mechanisms by which a Consumer might demonstrate opt-in consent; Message Senders should also document opt-in consent by retaining seven kinds of data where applicable, among them the timestamp of consent acquisition and the consent acquisition medium.

CTIA Messaging Principles and Best Practices

digital advertising services →direct mail and digital marketing →

CTIA's Messaging Principles and Best Practices state that Message Senders should ensure that Consumers have the ability to opt-out of receiving Messages at any time, should support multiple mechanisms of opt-out including phone call, email or text, and should acknowledge and honor all Consumer opt-out requests by sending one final opt-out confirmation message per campaign; and that Message Senders should not use opt-in lists that have been rented, sold, or shared to send messages and should create and vet their own opt-in lists.

CTIA Messaging Principles and Best Practices

printing services →local business marketing →