With Chatter's long-standing 20+ year history and brand recognition that varied greatly from location to location Ball Creative was faced with a brand new franchise advertising fund and an objective to create ROI in each and every market and location.
During Ball Creative's audit of Canada's leading retail hair salon and product chain, it was surprising to hear how many women had either no impression or a misinformed notion of what Chatters had to offer. Brand building and recognition was the place to start. However, each and every store was more concerned about sales increases than system-wide branding. Our answer at Ball Creative became two-fold;: address the immediate call-to-action advertising necessary to drive traffic, while providing more information and education about services and high end products at the same time.
As part of the overall franchise advertising/brand program, a direct mail flyer was developed. Indentifying and focusing on Chatters' target customer's lifestyle, we created a piece that not only provides price and item marketing, but engages the end consumer with beauty tips, salon makeovers and product information.
Response from the core customer has been overwhelming, creating a 16% average increase in sales with each flyer. Chatters customers, manufacturers, store owners and managers are all on-side for this successful marketing program, now with distribution of 1.5 million pieces across the country four times a year.
Media / Design