Like hundreds of thousands of businesses, Manchester’s Melissa Timperley Hair Salon was forced to close its doors during the national lockdown in March 2020. We worked alongside the team whilst their award-winning salon was closed to help customers with an ‘At Home Hair’ campaign.
However as the world slowly began to re-open, Melissa Salons knew that they needed to really push their services through digital marketing to drive bookings on their return. They turned to our marketing team to create a targeted campaign with the aim of filling potential empty appointments in their Manchester city centre salon.
Re-strategised to drive bookings
As part of our ongoing digital marketing service, we looked to re-strategise with the aim of increasing bookings following the lockdown. The focus within the strategy was on Organic Search (SEO), Google My Business, paid Display ads and paid social ads. The PPC campaign utilised Smart Display ads alongside Retargeting, which was aimed at both new and existing customers.
For an even more targeted campaign, the messaging within the ads varied, depending on whether they were a returning visitor or new potential client. A returning customer would be shown a brand awareness ad, whereas a new visitor would see a call to action with discount offers. By offering a discount exclusively for new customers, this worked to entice them in and encourage booking with selected stylists, while existing customers viewed an ad that keeps Melissa Salons in the forefront of their thoughts.
With our strategic digital marketing activities, we were able to fill up the stylists’ seats and Melissa Salons were able to re-open their salon safely with a real bang. The results included:
- 93.82% increase in users
- All stylists’ seats filled after re-opening
- Direct traffic more than doubled
- Salon re-opened with full capacity
- Booking form visits increased by 64%
What the client said…
“Ascensor have been at the heart of our approach to gaining clients once hair salons were allowed to re-open on July 4. Many salons have been quiet after the initial rush of clients coming back to have their hair cut and re-styled following lockdown. However, thanks to Ascensor’s very practical and hands-on help and advice on website enhancement, SEO and social media promotion, our team of nine stylists have been at full capacity for the last four months.
This is a major achievement considering our industry stats say that many salons are operating at 50% or less. We are now planning our social media approach for the traditionally quieter January and February 2021 period.”
Owner - Melissa Timperley Salons