Digital marketing in service-related industry.

1. Service-Oriented Digital
Engagement
1

2. About Great Clips
2
• 3,400 salons
• 100% franchise-owned
• More than 72 million haircuts in 2012.

3. 3
Need Problem
Desire

4. 4

5. 5
Digital doesn’t mask
crappy products or service.
Busted

6. 6

7. 7
• Mobile is single biggest threat to business
• Time is money
• 51% of Facebook users expect answer
within 24 hours.¹
• Half of Twitter users expect answer
within 2 hours. ¹
• 70% of service-related tweets go
unanswered.2
¹ Consumer Views of Online Help – Oracle
2
Convince & Convert
Evolve or Die

8. Basic Requirements
8
• Scale
• Nimble
• Metrics

9. 9
• Quick
• Priority
• Seamless
Comcast Example

10. 10

11. 11
The customer is not always right
Busted

12. Great Expectations
12
• Set expectations
• Internally
• Externally
• Expectations vs. Reality

13. 13
Fish Where the Fish Are
402
318
290
0
1065
605
630
0
1525
959
1016
3060
209
108
102
221
67
27
25
39
62
86
32
125
0 500 1000 1500 2000 2500 3000 3500
Comfort
Freedom
Connection
Brand Perception
CRS Phone
CRS Web
Twitter
Facebook
Blogs
Forums

14. 14

15. Great is…Simple
15

16. Took discussion offline
Less than 24 hours later, customer praising
Great Clips online
Quick response

17. Brands Doing Well
17

18. AMEX
18

19. 19
Competitive Outreach
• Engage with consumers who
are dissatisfied with
competitors.
• Offer people who tweet about
poor experience at competitors
gift card to try Great Clips.

20. 20
kasey.skala@greatclips.com
@kmskala