Marketing Campaigns
fantastic sams - color event
Problem: As a full service salon operating in the value sector, many Fantastic Sams customers don't realize the full scope and skill of the stylists. In this campaign the brand sought to expand awareness of their color business, converting existing cut clients to cut and color clients.
People: Typically between the ages of 25 and 40, the Fantastic Sams color client wants quality service that won't break the bank. These women might be coloring their hair from the box, or avoiding color altogether, but would consider professional service for the right price.
Plan: Advertised primarily in store with posters and POP material, this campaign will utilize Facebook and posters in community locations to remind guests not to miss discounted color service during the promo period. At the event, salons will be prepared with an on-site Color Specialist to generate buzz and build trust between the guests and the stylists. Because each salon is individually owned and operated, the capsule campaign was designed to be completely customizable.
