When we began working with Demandforce®, they were a start-up tech darling, brand new to the salon industry. They are now a powerhouse technology company.
Challenge: We knew from our experience in the salon industry that this automated, online marketing service is one of the best investments a salon can make to grow sales. The product makes so many tasks effortless for the salon owner, yet historically, focusing on these gajillion benefits was making it confusing. “So… what does it do again?” was a common refrain by potential customers. To get how it worked, you had to SEE it in action.
The sales team needed a piece to guide them. After interviewing top salons actually using the service, we developed a visual brochure to show how it works, based on what was most exciting to current customers. A booth makeover and pull-up banner made it easier to explain at trade shows, and a print ad in Salon Today introduced it to the industry.
To better tell the story, we later ran a series of editorial-style advertorials from the POV of some of the most successful salons in the industry. In Salon Today’s January “Salon Today 200” issue, the industry’s most anticipated publication of the year, the advertorial was accompanied by a more sales-oriented magazine pull-out.
The campaign was such a success, it’s being updated to run again in this year’s issue.