How Great Clips leverages partner promotions to drive digital ROI

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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