MCO 437: Sally's Beauty Social Media Campaign

Sally's Salon has been hard-hit as "non-essential" businesses during the coronavirus shutdowns. Finally, they have been able to reopen but they need to bring customers in the door asap to stay in business. They have hired me to be their social media manager. Below is the solution that I have proposed to them.

Sally's Salon should grow the number of salon appointment bookings and product sales by 10% per month utilizing Facebook Ads in order to retarget former customers with a minimized cost per lead strategy and bring in new clientele within the next 3 months. A BOGO campaign with a loyalty program on Facebook would work perfectly for this as Sally's Salon's Facebook already has that established connection with former customers and will serve as an incentive for them to come back in, ultimately bringing customers back into the store while increasing revenue.

The KPI method being used is with leads. We are generating leads to Sally’s Salon’s website and store using Facebook advertising (focusing on reach), which is then affecting traffic data increasing by 10%.

As mentioned above, a BOGO campaign with a loyalty program on Facebook would work perfectly for this as Sally's Salon's Facebook already has that established connection with former customers and will serve as an incentive for them to come back in, ultimately bringing customers back into the store while increasing revenue. The BOGO campaign would be a Buy one salon product item, get one 50% off for a limited time. This idea supports the 3 months minimized cost per lead strategy mentioned in the SMART Goal. It satisfies the customer’s needs as it works upon the rewards and incentives method. Additionally, it is for a limited amount of time which makes customers feel a sense of urgency to buy these items as the deal does not last forever. By hosting a BOGO, it also encourages both former customers and new customers to come in. This helps the goal of increasing revenue, allowing Sally’s Salon to remain open for business. Additionally, the Loyalty Program in conjunction with the BOGO sales event targets customers that are in the loyalty or advocacy part of the consumer funnel. This loyalty program also works upon the rewards and incentives concept but on a long term basis. By having a loyalty program, it rewards the customer for going to Sally’s Salon and gives them an incentive to keep going back to them as they can get a free item or a discounted hair-appointment by going so often. This campaign has an ad stating that you can get x5 times the loyalty points when you schedule a hair appointment on February 14th.