OPI Products' consumer advertising campaign in Allure, Glamour, and Vogue has surpassed the company's expectations. The ads promote professional products and encourage consumers to patronize licensed, professional salons.
"But our main focus has been our salon referral program," says OPI president George Schaeffer. "A reader who is interested in finding a salon in his or her area can call our toll-free number and be referred to the nearest Club OPI Salon. The result is bringing customers directly into Club OPI Salons."
Schaeffer encourages salon owners to gain new customers by joining Club OPI. "We want to refer customers to a close, convenient salon, and even with more than 8,000 Club OPI Salons, we still need more. But we also want the salons to realize the value of being a Club OPI Member, which goes far beyond the obvious benefit of customer referrals, he says.