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Mailer With Gift Card Gets New Homeowners' Attention

by NLS Staff | August 22, 2017

Design was a top consideration when Cindy Feldman set about creating a direct mail piece targeting new homebuyers in the Rockville, Md., neighborhood where her salon, Progressions Salon Spa Store, is located. The mailer features a $20 gift card that can be put toward any salon service. “We wanted the piece to feel like a gift that had been presented to a small, hand-picked group of individuals rather than a throwaway mailer for the masses,” she says. “For that reason, we worked with Imaginal Marketing Group to create a design that resembles a gift card — something they might receive from a friend or loved one.”

The mailer has consistently been one of the salon’s most popular promotions. “Since we began tracking the cards in September 2015, we’ve had over 600 new guests come in to redeem them — that’s approximately one new guest every day,” she notes. “A significant number return, either for the service they came in for initially or to experience other offerings.”

The mailers have also proven to be a great tool for driving potential clients to the salon’s website, where they review all the services before deciding which one to put their gift toward. “It also encourages new clients to try manicures and pedicures at a higher price point,” Feldman says. “Because we’re located in an urban area, it’s easy for people to find an inexpensive pedicure if that’s what they’re after — but once they experience one of our luxurious spa pedicures (only $32 with this gift), they understand why spending a bit extra is worth it.”   

Mother's Day Promo: Pick A Flower

Business

Mother's Day Promo: Pick A Flower

by Staff

D'Amertri's Aveda based out of Colorado celebrates Mother's Day with a promotion that gives clients a chance to win prizes including discounts on services, including a year of free haircuts.

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On the Road: Kleur

Business

On the Road: Kleur

by Beth Livesay

As a longtime fan of nail art collective Kleur, I was excited to find that they opened a salon in Long Beach, Calif., to showcase their artwork and eclectic style.

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In our video section, watch salon professionals in action, listen to the advice of salon business experts, and tour inside the world’s top salons.

Business

Create a Digital Resume on Canvas Recruit

by Staff

Canvas Recruit​ — a recruitment, education, and networking platform developed by two industry veterans — gives beauty professionals and students the ability to create beautiful digital resumes (“canvases”), apply for job openings, and collaborate with like-minded professionals.

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