How BBT4Salons Worked for Sandy

Stylist Sandy M. came into the salon each day and saw a couple of customers in the morning and another one or two in the afternoon. She was a little busier on weekends. To put it mildly, she had a lot more downtime than she wanted, and she wasn't sure what to do about it. She had earned her cosmetology license and was a real stand out at school, but they didn't teach her anything about marketing. She had the impression that marketing was her employer's responsibility. Real life was a rude awakening.

Sandy knew she had to increase her clientele or she would never be able to make it as a stylist. But what should she do? She'd tried one of those postcard websites on the Internet and sent out a mailing of 2,500 cards all at once. Response was not as much as she expected. And it took a lot of her savings. She tried including an offer in a cellophane-packaged stack of offers being mailed in her neighborhood. Again, response was marginal. There was just too much competition within the wrapped package. Plus, she had no help developing her offer. She was on her own.

One day while she was surfing the Web during her downtime at the salon, Sandy came across BBT4Salons. What they said about the importance of mailing multiple offers over several months made a lot of sense. Also, she liked the idea that the BBTCards would be targeted to the exact people Sandy wanted to reach, the people who were most like those who were using her services now. She also liked the idea of having the cards designed and written by professional advertising art directors and copywriters who were skilled at making advertising work.

When Sandy read that:

• BBT4Salons handled everything from start to finish
• Great offer choices were provided
• Campaign ordering took less than 10 minutes
• Payment was by credit card at the time the cards were mailed each month

…she was convinced to give BBT4Salons a try!

Sandy ordered 300 cards targeted at women, ages 35-45, middle to upper income, living within a 3-mile distance from the salon. She chose 300 cards because she would save with postal discounts (23¢ per card instead of 39¢ per card for orders of fewer than 200.) The cards would be mailed within 72 hours of when she placed her order — amazingly fast!

The total cost for the first month's card mailing was:

300 cards x 65¢ each = $195.00
300 cards x 23¢ each postage = $69.00
License fee = $12.50
Total per month: $276.50

Because this expense was tax deductible, the total was actually only about $179.00

Sandy figured that her breakeven point would be pretty easy to reach. She would need to bring in the equivalent of 6 cuts in addition to her normal business to recoup the cost of the mailing.

Over the month, Sandy kept the BBTCards that customers brought in and also asked each new customer how they heard about her. At the end of the month, when the second card was about to be mailed by BBT4Salons, Sandy realized she had broken even.

The second month, Sandy got some repeat business from the new customers who had come in the month before as well as appointments from 5 more new customers. Business was starting to grow!

By the fourth month, Sandy was convinced that the BBTCard series was the way to assure herself a steady stream of customers each month. She liked the idea of having BBTCards out there each month driving in new business. After her six-month program was complete, Sandy went back to the BBT4Salons Web site and reordered -- this time targeting a slightly different group in her area. The entire reordering process took under 5 minutes! Good thing too, because these days Sandy has steady business and very little time for surfing the net or doing much of anything else besides taking good care of her customers.

To learn even more, read our FAQs.

Return to Home

Not a member? Join Now. There's no obligation