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Leveraging Partner Promotions to Drive Digital

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How Great Clips leverages partner promotions to drive digital ROI

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Leveraging Partner Promotions to Drive Digital

  1. 1. Talking to Customers Who Don’t Want to Talk to You Kasey Skala Digital Communication Manager1
  2. 2. Background • World’s largest salon brand – 3,200 salons across North America & Canada • 100% franchise-owned • More than 70 million services a year • Demographic skews largely male2
  3. 3. State of the Industry • Still largely focused on “fuzzy metrics” such as ‘Likes’ and followers. • Resources largely spent on building 3rd-party assets. • Rush to focus on content marketing.3
  4. 4. Background • World’s largest salon brand – 3,200 salons across North America & Canada • 100% franchise-owned • More than 70 million services a year • Demographic skews largely male4
  5. 5. What do our customers want to talk about?5
  6. 6. Digital Drives “More Butts in Seats”6
  7. 7. Old Spice Partnership • Goal: Determine if there’s any correlation between our community and Old Spice. • Length: Original – 1 day; Actual – 1 hour • Data: 60% of the entries had never visited a Great Clips prior to this giveaway. Out of that 60%, nearly 10% visited a Great Clips prior to receiving their gift card and within 30 days after the giveaway. • Ongoing: We continue to run data to determine repeat customers and how much this group spent, on average, at our salons.7
  8. 8. NASCAR Partnership • Most effective and important driver of data collection. • Multi-platform capabilities and reach. • Single biggest driver of content. Examples •EA SPORTS Promotion: Drove more traffic in 1 day than all paid forms of promotion. •Camaro Giveaway: Most successful campaign we’ve ran; doubled connections in 30 days.8
  9. 9. More Than Haircuts • Think beyond social. • Maximize owned assets. • More complete and closer relationship with customers. • Most importantly, drive revenue9
  10. 10. Kasey Skala kasey.skala@greatclips.com @kmskala10

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