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Rogers POS, developer and marketer of SuperSalon, has joined with Group 3 Marketing to provide software support for chain salons using SuperSalon to create marketing initiatives to stay connected with their clients through on-going mailings – both postal and electronic.
Using SuperSalon data, Group 3 Marketing creates a variety of segments based on client frequency and visit patterns and sends personalized postcards or e-mails to clients who have recently become a first time client, active clients, and “lost” clients. Each of the segments has its unique call to action message – Welcome, Thank You, We Miss You, Happy Birthday and even more targeted messages for what Bart Foreman, President of Group 3 Marketing, calls “under-performing clients.”
Foreman notes that in segmenting the SuperSalon database it is easy to identify clients who have never had a color service or purchased any retail products. These are defined as under-performing clients and each is an individual opportunity to promote an add-on sale for the next visit.
The overall objective of this client marketing program is to reduce the churn by clients who continually search for the next coupon or bolt for a penny. Group 3 Marketing’s experience is that targeting new clients sets the hook for a repeat visit. Sending follow-up mailings to clients after a set period of no activity drives repeat visits. To date, salons are experiencing a minimum 20% response rate to these mailings, which is often double what non-personalized mailings generate.
The postcard mailings are personalized by customer and salon location. Oversized postcards printed in four color on both sides deliver a seasonal message as well as focused offers. Each location has the opportunity to set its own price point and offer. The location may also select which segments it want to mail, controlling the monthly mailing cost. “Group 3 Marketing recognizes that every location has a budget and each owner is given the flexibility to manage the mailing costs of the program,” Foreman said.
For more information, contact Bart Foreman, Group 3 Marketing at 1-888-571-6554 or e-mail him at bforeman@group3marketing.com. You may also visit the Group 3 Marketing website at www.group3marketing.com to view samples of the postcards.
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