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Grand Opening/Re-Opening Marketing Playbook
Volume• First months
Revenue• Steady-state
Objective: Focus on volume. Goal is to drive trial, and deliver a great experience that generates repeat visits at full price.
Strategy: Utilize discounting and “surround sound” marketing campaign to drive awareness of SmartStyle’s location and brand promise with Walmart guests and associates.
Initial Opening Focus
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Importance of Discounting• Discounting will drive traffic, but not necessarily drive
awareness (important to do both!)• Discounting is the biggest lever to drive trial• Gives guests a reason to stop visiting competitors and try
your salon• Focus discounts on haircuts, as they are the bread and butter
of your business; additional services are secondary (color, waxing, etc.)
• Discounting for an extended period maximizes new trial, as haircut cycle varies
• Critical that stylists deliver a great experience that drives repeat visits at full price
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Setting a Guest Count Goal
• Establish a guest count goal and discount until goal is met consistently
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Monthly Break Even Revenue
Regular Haircut Price
Monthly Break Even Guest Count
Remember, Guest Experience is Key!
• Your business will be built from the retention of new and existing guests• Poor retention hurts your pocketbook
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*Based on example of 1000 guests visiting every 90 days, paying $9.99 Month 1 and $15 thereafter
Grand Opening Playbook Varies
• Each salon faces unique challenges and opportunities depending on whether it is a resale or it is a new salon, and whether it is located in a new or existing Walmart
• The salon’s situation will help shape the recommended marketing and discounting strategy
• Discounting strategy may vary given guest count goal
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New SmartStyle, New WalmartA new SmartStyle salon located within a new Walmart will need to build the business from the ground up, but may have additional marketing opportunities • Objective: Get busy! Capture the attention of the
5,000+ guests and 300+ Walmart associates that are on site every day
• Strategy: Hold a Grand Opening Haircut/Retail Sale event with aggressive discounts; take advantage of additional Walmart opportunities to drive further trial
– Walmart holds a huge celebration to drive excitement (e.g. marching bands, parking lot tents, demonstrations, sampling, Friends and Family night, charity donations)
– May be able to piggy back on the events drawing in thousands of guests (bag stuffers/coupons, product samples, enter to win sweepstakes, friends and family discounts, hair demos in parking lot tents, etc.)
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New SmartStyle, Existing WalmartA new SmartStyle salon located within an existing Walmart will need to build the business from the ground up, creating internal excitement and awareness with current Walmart guests and associates
• Objective: Get busy! Capture the attention of the 5,000+ existing guests and 300+ Walmart associates that are on site every day
• Strategy: Hold a Grand Opening Haircut/Retail Sale event with aggressive discounts
– Refer to Grand/Re-Opening Marketing Tactics
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Resale SmartStyleA resale SmartStyle has an existing guest base, but current guest counts may vary from goal
If Far From Goal:• Objective: Retain current guests and create a push to bring in many more new guests to
significantly grow the business• Strategy: Hold a Grand Opening Haircut/Retail Sale event with aggressive discounts
– Refer to Grand/Re-Opening Marketing Tactics
If Close to Goal:• Objective: Retain current guests and create a push to bring in enough trial to reach guest
count goals • Strategy: Utilize couponing vs. a haircut/retail sale with shallow discounts
– Refer to Grand/Re-Opening Marketing Tactics
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Playbook Based on Situation
The type of discounting will depend on which situation the salon faces
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Situation Playbook
New SmartStyle, New Walmart Haircut/Retail Sale with Aggressive Discounts, Piggy-Backing on Walmart’s Grand Opening Event
New SmartStyle, Existing Walmart Haircut/Retail Sale with Aggressive Discounts
Resale SmartStyle
Haircut/Retail Sale with Aggressive Discounts(Far From Goal)
---OR---Haircut/Retail Couponing with Shallow Discounts
(Close to Goal)
Playbook Based on Situation• Discounting for an extended period will help maximize new trial, as haircut cycle
varies• Incorporate retail discounts to attract impulse shoppers (ex. Buy One, Get One 50%
off haircare products)
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Playbook Duration Price
Haircut/Retail Sale with Aggressive Discounts
Until guest count goals are hit consistently; at least a month
$9.99 Haircuts; BOGO 50% off Haircare Products
Haircut/Retail Couponing with Shallow Discounts
As needed $1-$3 off Haircuts, $5 off Color/Perms, $1 off Haircare Products
Timeline & Execution
Pre-Grand Opening/Re-Opening Period
• For new salons, establish your Walmart relationship right away. Get to know the Manager and associates and explore any opportunities to participate in Walmart sponsored Grand Opening events. For resale salons, wait until you have taken ownership before establishing your Walmart relationship.
• Research signage rules, restrictions from city/landlord and gain usage approval from Walmart Manager
• Order recruitment materials, business cards, price menu and other signage
• Plan Grand Opening, ongoing collateral needs and get set up for the gift card program
• Start communication with fringe businesses to discuss co-promotional opportunities
• Update Salon Detail Admin page on SmartStyle.com
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Planning and preparing marketing tactics for the Grand Opening/Re-Opening
Grand Opening/Re-Opening Marketing Tactics
• Leaseline engagement
• Walmart exterior signage
• Interior grand opening signage
• Walmart Associates/employees
• Promotional gift cards
• Introductory haircut sale
• Billboards
• Digital marketing
• Direct mail/shared mail
• In-salon events
• Community events and PR
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Grand Opening/Re-Opening Month
• SmartStyle salons need to build awareness within Walmart, both with Walmart customers and associates
• If in a new Walmart, participate in Walmart sponsored events
• Display approved exterior signage and execute planned marketing tactics
– Signage to call out there is a hair salon inside, conveniently located– Signage promoting SmartStyle services, brand promise messaging,
“Independently Owned and Operated”, etc.
• Focus on lease line fishing to draw in walk-by traffic
• Offer Walmart associate promotion to gain further trial
• Move to full price once your guest count goals are reached consistently
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*Walmart manager approval will be required for external signage.
Driving awareness and trial through your haircut sale and marketing*
Post Grand Opening/Re-Opening
Analyze effectiveness of marketing tactics; focus on guest retention and average ticket• Continue to test various marketing tactics; review results, tweak & repeat!
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Appendix
Exterior Signage
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Billboard
Arrow SignReal Estate Sign
Interior Signage
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Ceiling Banner
Window/Lease Line PosterPricing Menu Wall Photos
Promotional Collateral
Promotional Items
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Direct Mailer with a $10 Savings Offer
Promotional Flyer/PosterTargeting Walmart Associates
Important Contacts
Gift Cards • Marie Broos • [email protected]
Collateral Program • Jason Fehring • [email protected]
Press Release/Facebook • Elizabeth Pavlica • Evans Larson • [email protected]
Franchise Product Sales • Michael Logsdon • [email protected]
Exterior Signage • Mike Rush • Graphic Source • www.sssignshop.com • [email protected]
Direct Mail • Becky Woodington • Direct2U • [email protected] or phone at 720-203-3588
Valpak • Bink Semmer • [email protected] or phone at 612-382-5755
Sign Spinner • Aarrow • http://aarrowsignspinners.com • Advent Visual ([email protected]) or hire locally
Additional Questions • [email protected]
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![Grand Opening Flyer2[1]](https://img.pdfslide.us/doc/110x75/55cafa2cbb61eb9f2b8b4861/grand-opening-flyer21.jpg)
