73% of potential salon switchers responded to an ad or coupon in their mailbox in the past 12 months. Our integrated Boost solutions work synergistically to lift response rates by up to 118% and conversion rates by up to 28%.
Sources: 2020 AudienceSCAN®, Millward Brown Print Campaign Analysis, Simplifi
We work with leading hair salons across the U.S.
Here are some insights into hair salon trends to inform your marketing strategy.
- In the 3 months leading to July 2020, mass-market retailer sales of home hair care products spiked. To be successful, salons must win back customers who turned to at-home products during the pandemic quarantine period.
- 46% of consumers are more interested in deals, coupons, or promotions now than before COVID-19.
- Hair coloring option trends such a balayage, ombres and shadow roots are a big draw for salons.
- Salons should expect to see continued success with services for brides, wedding parties and special event styling.
- Large companies enjoy economies of scale in purchasing and marketing. Smaller salons can compete successfully by offering superior service, securing favorable locations and offering online bookings.
Sources: Consumer Behaviors in a COVID-19 World Survey, (Valassis), First Research, SBDCNet.org; AdMall AudienceSCAN 2021
Anchor your marketing strategy with direct mail while boosting its reach and effectiveness with complementary addressable geofencing digital ads. Promote awareness of your hair salon and highlight your services and products while targeting your best potential customers.
- Many salons have fully embraced digital media – whether it’s maintaining an active social media presence, reputation management through online reviews, or SMS and email messaging. An all-digital approach is not the most effective way to target potential customers, nor is it the best customer retention strategy. When print is paired with digital media, advertisers see as much as a 30% increase in response.
- Print drives 11% purchase intent compared to only 4% with digital alone. That’s a 175% INCREASE when anchoring your digital campaign with print!
- Engagement with the mailbox is at an all-time high with daily mail engagement increasing 69% since March 2020 and consumers spending 11 minutes sorting, opening, and reading their mail daily.
- Targeted shared mail is a proven customer acquisition tool. In fact, response to ads or coupons in their mailbox has been a proven marketing strategy for several hair salon audiences. Customers who responded to and ad or coupon in their mailbox in last 12 months:
- Potential Salon Switchers: 65%
- Hair Coloring clients: 62%
- Barber Shop customers: 59%
Sources: Consumer Behaviors in a COVID-19 World Survey, (Valassis), First Research, SBDCNet.org; AdMall AudienceSCAN 2021
