This document discusses strategies for digital communication at Great Clips, a large salon brand. It notes that Great Clips has over 3,200 salons across North America, provides over 70 million services per year, and has a largely male customer demographic. The document advocates moving beyond metrics like social media followers to focus on partnerships that drive customers to salons, like those with Old Spice and NASCAR which provided valuable customer data and increased traffic and sales. It also encourages thinking beyond social media to maximize owned assets and develop closer customer relationships to ultimately increase revenue.

1. Talking to Customers Who Don’t
Want to Talk to You
Kasey Skala
Digital Communication Manager
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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 male
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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.
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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 male
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5. What do our customers want to talk about?
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6. Digital Drives “More Butts in Seats”
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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.
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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.
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9. More Than Haircuts
• Think beyond social.
• Maximize owned assets.
• More complete and closer relationship with
customers.
• Most importantly, drive revenue
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10. Kasey Skala
kasey.skala@greatclips.com
@kmskala
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