When it comes to marketing, Sport Clips pretty much does it all. So let’s start from the beginning, the Grand Opening Marketing strategy! Locations now requires all new franchisees to put in a budget of $20, 000 into their Grand Opening ($15,000 for experienced Sport Clips owners). Sport Clips made this grand opening budget change because corporate ran their grand openings on this amount and found that you can reach a breakeven point faster than you could if spending $15,000 on your grand opening budget. Corporate now, actually spend $30,000 on their grand opening budget. No surprise here, they are hitting past break even on a weekly basis even faster now!
A Grand Opening last for 30 weeks in the Sport Clips world. Not just the first week as some might think. If in a highly populated area, most of this marketing fund will be eaten up by direct mailers. These mailers though, are extremely efficient; they are sent to the top 25 mosaic demographics that Sport Clips over the years has collected data on as their “core” customers. Potential clients that would not only use the coupon mailer they receive in their mailbox, but also return repeatedly! Sport Clips markets to males’ ages 18 to 49 years old, but in some area they will go as high as 65 and wiser! Pretty much, if you are a guy and you have hair….this franchise is coming for your business!
After direct mailers, the men’s houston haircut franchise usually goes for other local, community media outlets to put coupons in. Like the local community newspaper, definitely red plum and val pak. These mailers, though not as efficient as the direct mailers, have a wider range of audience to make sure Sport Clips hits as many people as possible. All of these paper marketing strategies run every month. So the client flow stays steady and consistent as much as possible. This is another reason why the grand opening lasts for 30 weeks. Sport Clips goal is to get 2,900 unique clients within the first 13 weeks 4,200 within 26 weeks. These numbers are based off successful grand openings in the past, nationwide. These coupon mailers hit the day before Grand Opening Day. Grand openings are usually on a Friday.
Now another huge marketing success for Grand Openings is the Field marketing coordinator. He or she goes out a week before grand opening day. They have 10,000 free haircut coupons they give out to the local businesses in the area and schools. If you have a great field marketer, you should expect to see a return on those coupons of about 6-8% which may not sound great. Compared to other franchises that give out coupons, this is an awesome return.
The digital side of marketing for Sport Clips comes to play in the arena of Google Ads and Facebook promotions. Depending on the area this too can be very helpful in driving in new clients. Google ads, geo-targeted(only seen by those around your store), usually do the ‘pay per click’ so any potential client that googles men’s haircut and are in your area will see a Sport Clips ad at the top of their search page. If they click the ad…. google charges. Facebook on the other hand is solely in the promoters hands, though Facebook does have a Post Boosting team that can help you create ads and show how to boost for a price. Facebook ads have no limit; you can post content, a picture or a video then “boost” that post.
Boosting means you pay Facebook to promote that post for you, you can tell Facebook who you want to see the post. What area, what age, gender, income and interests! You can promote that post for a month, a week or a day. However much money you put into the ad is how many people will see it. Depending on the area of course, you can reach 1000 people for every $5 that goes in on average. The jury is still out on how effective this is for driving in clients. It definitely creates brand awareness.
Last but not least, let’s talk about the Nitti gritty in Sport Clips marketing strategies. Some might say, where the rubber meets the road. We are talking about sign holding, Blow up Sporty custom, wind feathers, chalkboards outside the store. Finding events in the neighborhood, like local little league or pee wee football, soccer. Any type of sporting event with schools, elementary, junior high and high schools. Any and everything that will get your local community, neighborhoods attention. Get involved is the name of the game! The more you show people in the community that you care about their lives the more recognition your business will get and therefore more clients that will be driven in. Get the kiddos in and the dad’s will follow! Another big marketing strategy is a coupon they call the buddy card. It is up to the stylist to promote these coupons. They give them to each and every client that sits in their chair. Essentially, the buddy card is an incentive. The existing client that receives the card is asked to give it to his buddy. The client, in most cases the stylists writes his name on the buddy card. The client gives the buddy card to his buddy. The buddy receives a free haircut! When the coupon is redeemed the stylist will put in the computer that the client that gave his buddy the card will get a free MVP upgrade! Which is a free shampoo, hot towel and head, shoulder, neck massage. We call this behind the chair marketing. Company also offers client loyalty cards, called the touchdown card or bounce back. If you come in often your card gets stamped and eventually you get a half off or a free haircut in some cases. This wraps up most of what they do for their marketing strategy. And this is what Sport Clips Houston plans to achieve.