TONI&GUY is the most powerful hairdressing brand in the world. The company is constantly evolving artistically and commercially. TONI&GUY is the only hairdressing company to be awarded ‘SuperBrand’ and ‘CoolBrand’ status and to truly represent the catwalk-to-client philosophy

CLIENT BRIEF

To create and implement a direct response client acquisition programme through targeted marketing.

KEY ISSUES

To accurately identify TONI&GUY’s client profile and develop and effective targeting strategy that maximises potential volume without compromising the degree of targeting.

OBJECTIVES

To drive new enquiries, appointments and sales for new salon launches and ongoing client acquisition.

DBS’ ROLE

Having analysed the existing client base DBS created a target profile. The profile also identified the mix between “at work” and “at leisure” clientele. We created a viral strategy which focused on the “at work” segment.

By targeting key contacts at organisations at branch level by line of business, number of employees on site and distance to salon offering staff discounts and incentives.

OUTCOME FOR CLIENT

The viral effect achieved an impressive result with an ongoing ROI of 8.3:1 (830%) after one month, 98:1 (9800%) after one year.

SUMMARY

By applying fresh thinking and a unique approach to consumer marketing DBS Data far exceeded ROI expectations.