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Case Study : Small Business

Refreshed marketing plan elevates hair salon’s unique style

Win New Customers

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As a busy mother and entrepreneur, salon owner Carla Pucciarelli understands the importance of self-care. With nearly twenty years of experience as a stylist and a strong commitment to stay updated with industry trends, her heart for helping people look and feel their best is what this salon is all about.

Located in Fredonia, NY, and established in 2017, The Hair Bar Salon is one of twelve salons located within blocks of one another. With so many establishments vying for the same clients, Carla found herself struggling to find ways stand out. “I am not technologically inclined, and my attempts at marketing have fallen short,” explains Carla.

Without a strong online presence, potential clients were having a difficult time finding The Hair Bar Salon, let alone the breadth of services available at the salon. Carla was left relying on word-of-mouth and a few, sporadic posts on social media. What her business needed was a thoughtful marketing and branding strategy to connect her services to the local community.

When The Hair Bar Salon was selected to be featured in Deluxe’s original series, Small Business Revolution, Carla suddenly had the support she needed to showcase her full-service salon.

Refreshing The Hair Bar Salon’s brand

While the client experience is top-notch at The Hair Bar Salon, the outer wrapper needed some work to match the caliber of service. The logo design team at Deluxe worked with Carla to understand her preferences for color, style and what she liked and didn’t like about her existing logo. “My first logo was done in haste, since I had to quickly add something to my window when I opened the salon,” said Carla.

The Hair Bar Salon’s New Logo

When developing concepts for the new logo, the design team focused on creating options to convey a more upscale and contemporary feel. Carla was immediately drawn to the bolder font and modern design. While elevating the brand, the new logo also provides easier scalability across printed and promotional marketing solutions.

The Hair Bar Salon’s New Logo

New website keeps salon a cut above the competition

Word-of-mouth advertising is often viewed as the best type of referral, but without a website to turn interest into sales, business owners are losing opportunity to gain new customers. Carla understood this concept and shared her thoughts about additional benefits of getting online, “I would love a website to put all services, prices and our contact information in one, easy and accessible place. What a time saver!”

With so many upsides, the website design team at Deluxe got to work creating a site to not only communicate the upscale salon experience, but also incorporate functionality allowing visitors to request appointments, review entire menu of services and prices, as well as provide one-click location mapping.

Home page establishes trust and conveys salon experience

Visitors are not only greeted with an on-trend photo, but more importantly, messaging that clearly states salon is about them – ‘The Hair Bar family takes pride in making sure everyone leaves feeling uplifted and transformed, both inside and out.’

Trust is reinforced with a personal message from Carla, adding her signature as a commitment to uphold the salon’s philosophy of customer care.

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As visitors scroll down the homepage, a gallery highlights the range and trend-setting styles available at The Hair Bar Salon. 

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Testimonials offer proof points and results, while an integrated Instagram feed supports content as fresh as the salon cuts.

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Services page provides highly sought information

Having a home for one’s full menu of services is vital from a customer experience perspective, and signals to search engines what your business offers. Carla’s new site allows her to list every type of style, cut and unique service her salon delivers such as microblading, as well as provides transparency of her prices. 

Hair Salon services
Hair Salon services list

As visitors continue to explore options, the site prompts them to request an appointment along the way, providing new inquiries to The Hair Bar’s growing client base and less time for Carla to manage these requests over the phone.

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Stylist page introduces the team to potential new clients

In this industry, creating a personal connection is paramount. Providing potential clients with content to review individual stylists’ personality and skill sets allows them to chose who may be a good fit.  

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Taking steps to expand digital footprint

Building out an online marketing strategy goes well beyond a website, especially if you’re a business serving a local community. Directory and search engine listings are essential to getting found online, with the most notable opportunity being Google My Business.

Rooting the salon on Google listing

The digital team at Deluxe saw an immediate opportunity to help Carla claim and optimize her Google My Business listing. Searches for ‘hair salons in Fredonia’ didn’t return The Hair Bar Salon at all, let alone the top 3 local listings.

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Deluxe claimed and optimized the salon’s Google My Business listing, populating relevant categories, hours, images and contact information. The team repeated this for other popular local listings such as Yelp and Bing. Within weeks, The Hair Bar Salon was generating 2,000 views/month on Google and showing up in the local 3-pack.

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Branded merchandise highlights salon’s edge

With the new logo and website designs in place, the team from Deluxe focused on elevating The Hair Bar Salon’s image and branding opportunities with a curated list of apparel, promotional products, retail packaging and print marketing materials. These items not only increase visibility, but also serve as new revenue streams for clients wanting to become ambassadors of the brand.

Apparel for stylists and clients advocating for the brand

HairBar Marketing apparel

Promotional products that turn into conversation starters

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Retail packaging to add flair, elegance and enhance the salon’s image

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Print marketing to reinforce the brand at every customer touchpoint

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New marketing strategy brings upward trend for salon

From the start, it was clear Carla and her team at The Hair Bar Salon had the passion and skillset for taking care of their clients, they just needed a boost to help market their uniqueness. As soon as the new branding launched to help mirror the in-salon experience, and the online strategy implemented to connect with new clients searching for beauty services, the salon saw immediate results.

Search results are growing 15% each month, while client interactions online are averaging 300 clicks and calls. If you’re a new client, plan on waiting two weeks to get into The Hair Bar Salon – the people of Fredonia know the wait is worth it.

“The Deluxe team absolutely nailed it. They really listened to my feedback, and took it all into account,” said Carla. “Now walking into the salon, it is such a better reflection of what I always wanted my business to be.”