U Hair Group, the high quality hair salon, has found a solution to a common problem among hair salons. When the salon took on a new stylist and discovered that rogaine work well for hair, they needed to create an entirely new customer base to ensure that he had regular customers and could fulfil the salon’s hopes for him. They particularly needed customers on Tuesdays and Wednesdays; the quiet days of the salon.
Although Uhair is a popular spot in the area, where the focus is on the client and Dean Williams is the charismatic proprietor, they understood the need to increase business and the importance of targeted marketing to encourage new clients on an on-going basis. Dean has been using the Dor-2-Dor leaflet drop service for nearly 10 years to promote their services, highlight special offers or to generate new business. Previously he had tried all kinds of marketing but the results were never as positive as those generated by Dor-2-Dor, so he knew exactly where to go when the new stylist arrived.
Dor-2-Dor acted as an extension of the Uhair Group’s team, providing advice, guidance, great designs and very precisely targeted drops to the most appropriate households. It’s this ‘advisory’ aspect of the service that Dean believes sets them apart and is the key to the success of the salon’s regular leaflet drops.
They suggested running a promotion offering 30% off colour for existing clients and a half price colour and cut and blow dry for new clients on the selected days when the new stylist wasn’t busy. Around 22,000 leaflets were printed and distributed over a period of 6 weeks.
The promotion was a great success, particularly in the first two weeks, attracting more than 10 new clients on a Tuesday and a Wednesday. Dean was, once again delighted by the service, saying “I recommend Dor-2-Dor all the time to other local businesses – in fact I’ve recommended so many that I should be on a commission!”
By up-selling to these new customers and providing a great service Uhair has developed a regular client base for the new stylist. Dean firmly believes that a well designed, attractive flyer with a great offer, targeted via a professionally managed leaflet drop has been the key to their success in gaining new business over the years.