Salon Opening Direct Mail Postcard (spec ad)
Client:
Somewhere Salon & Spa (fictitious salon for spec ad purposes) – I based this fictitious client on an actual salon owner’s social media posts about her experiences.
Challenges:
Background – During Covid-19 shutdowns, salons were required to close their doors to their customers. When it was time for a slow reopening in California, many people were not aware they could make salon appointments already, and many others were still hesitant.
Challenges – The client needs to reach a wide variety of people during the strain of Covid restrictions to let them know the salon has reopened. The salon owner cannot just rely on the usual customers at this time, and she needs to provide an incentive for the people who want to venture out into public spaces.
Solutions:
Solutions – In order to reach the people who would most likely come to the salon as first-time customers, I decided to create a direct mail postcard to notify the community of the reopening, as well as offer them a discount. The salon is located at a major intersection, so there were several neighborhoods that were potential target markets. Therefore, the postcard was created with two different discount codes in order to pinpoint which local neighbors were likely to visit the salon. The postcard was an inexpensive, eye-catching piece of direct mail that addressed all of the salon owner’s challenges. And let’s face it: we ALL needed a salon to be open after a year+ on lockdown, so it was a win for everyone!