You don’t have to be a big salon with a big city budget to run an advertising campaign. We couldn’t just expect clients to walk through the doors of our Keratin Lounge PA salon when it opened. Stroudsburg is a tight knit local community where the answer to the question “Where do you go to get your keratin treatment?” is worth its weight in keratin gold. It was time to put our thinking caps on and come up with a solid marketing strategy.
The outcome-A partnership with with a small, chic and well-established local publication in our own backyard by the name of Local Flair Magazine.
Keratin Lounge Adds Some Local Flair
We worked with the Publisher of Local Flair Magazine, Ali Schratt, and her amazing team, to create a 360-degree advertising strategy. Our cross-channel campaign included print, email blasts, social media posts, blog articles, and contests.
Local Flair has also supported us editorially. Nadine Ramos, LASIO’s Founder and CEO, was the local personality of note in the magazine’s monthly Leading Lady feature.
The Proof is in the Partnership
Was our decision to keep it within the community the right one? Definitely! We continue to advertise in Local Flair and in the process have established a great relationship with the magazine’s publisher, Ali Schratt. She is constantly introducing us to great people, new clients, and amazing local charities. There is also something special about knowing that your business is helping to support another amazing small business.
Tip for Success #1: Bigger Isn’t Always Better
You don’t always have to go straight for the bigger publications or spend your money on a black and white newspaper ad.
Build relationships with publications in your proximity. Most local businesses find their customers in their home or immediately adjacent towns. If you do your research you’ll more than likely find a magazine with a subscriber base that parallels your core market.
With newspaper advertising, there is intense competition for the attention of the consumer. The option of using four-color printing in magazine advertising gives your brand an opportunity to create a lasting image of your product and to select an image that you know will resonate with your target audience.
Tip for Success #2: Track It
You may have a great looking campaign but today it’s all about measuring success. Identify and track where your traffic is coming from. Create and feature a unique url in the footer of the ad. This will allow you to track if traffic to your website is coming from your ad campaign or via organic search. Create a custom landing page to capture names and email addresses. The easiest way to see whether people are responding to your ad? Create a custom promo code. (Our LASIO VP of Education’s personal recommendation. It’s MUCH easier.)
Photo 1: Keratin Lounge PA Full Page Ad in Local Flair and Instagram Post
Photo 2: #BTS Ali Schratt, Publisher, Local Flair Magazine @keratinloungepa Photo Credit: Keith DeCristo