Dolce Salon & Spa in both Chandler and Scottsdale, AZ, is known for being a high-end hair salon, and it owes a great deal of its success to masterful social media strategies. “It’s important to teach your staff how to grow their brand and the salon’s brand at the same time,” says Brandi Nuttall, president of Dolce Salon & Spa.
The salon brought in hundreds of thousands of dollars in revenue through gift card sales on Facebook alone. It also offers promotional pricing on last minute openings available only through its Facebook program called “HookUps.” And the business saves hundreds in advertising expenses by marketing directly to both active and potential clients, which was especially important during the recession.
The staff is active on Instagram because of its visual appeal to the industry, but are sure to avoid direct market promotions on the site. “It doesn’t work because the culture of Instagram feels spammed when they see ads,” says Reagan Jones Luck, vice president of Dolce Salon & Spa. The salon uses Periscope, a live broadcast app with replay capability, to establish themselves as experts within the industry while connecting with other leading salons, stylists, makeup artists and nail techs. “We’re focused on making our Instagram and Periscope about inspiration and education,” says Jones. “The open dialogue and direct interaction keeps our finger on the pulse of social media.”
Most importantly, with all of these social media platforms, the Dolce team has found that staying ahead and remaining relevant is key. Keeping in tune with changes and being aware of what’s new and up-and-coming is an essential key to success.—Maureen Sheen