A multifaceted marketing strategy from Altered State Productions quickly boosted the reach, recognition, and brand perception of Dallas Blends. By using relevant messaging and content marketing from trusted sources on hand-selected channels, the barbershop saw increased foot traffic and a higher demand for their services.
Dallas Blends Barbershop has a cutting-edge feel designed to suit every gentleman’s fantasy. With seven operational suites featuring 18 of Dallas’s finest independent barbers, a millennial lounge, and a developing media room. The barbershop seeks to offer experiences rather than just haircuts.
“I wanted the look to borrow from the past with the feel of the 1910s and 20s while inviting the trend of a digital front. It’s when men took care of themselves, took pride in their haircuts. It’s not just a $25 haircut. It’s an experience. We just take care of the whole grooming process.” Joel Huerta, the co-founder of Dallas Blends Barbershop in Dallas, TX.
Huerta wanted to find a way to reach the hi-tech, millennial audience that wanted an upscale barber experience. An experience that included a high level of TLC, attention to detail, and the classic community experience that traditional barber shops are known to have.
Approach
Speaking to customers where they are.
The first step for Altered State was to select a channel for distribution where the barbershop’s ideal customer spent a significant portion of their time. Snapchat was chosen as it stood at the intersection of traditional digital advertising and social media with a built-in audience of hi-tech millennials.
Establishing purposeful partnerships.
Altered State helped Dallas Blends to source and contract partnerships with relevant co-market entities like Ego Barbers and Slick Content. This partnership marketing strategy allowed for shared resources and increased reach that would otherwise take years to attain.
Empowering barbers.
In addition to promotion from the shop, individual barbers were trained in marketing principles, personal branding, and social media advertising. By letting barbers promote themselves on social media organically, under the banner of Dallas Blends, it encouraged them to make more profound, more frequent connections with the community. The strategy also lessened the business’s burden and budget for digital advertising.
Digital marketing tactics.
Altered State Productions provided search engine optimization, pay-per-click campaigns, and web design services to increase foot traffic to the physical locations.
The Results
These strategies instantly increased the exposure rate for Dallas Blends. By sharing stories, services, and images with a wide demographic, the individual barbers were appealing to a more diverse and reliable spectrum of clientele than running paid advertisements alone.
The ads hit their mark more often than not due to selecting a relevant platform and thanks to Snapchat’s built-in reporting and optimization tools. The campaign was managed seamlessly by Altered State Production’s in-house Media Buyer.
The brand was quickly able to establish credibility and brand trust due to partnering with more established brands.
Improved performance includes:
- 1,105% increase in SEO traffic from the benchmark month
- 58 % increase in SEO traffic, year-over-year
- 354% increase in validated SEO sales leads vs. benchmark month
- 50,000 + validated sales lead generated since 2012
Sell more with personalized digital email marketing and email flow strategy designed by our experts for your email campaigns. With your branding and Altered State Production’s email design, sign-up units, and email automation, we provide ready-to-send emails with subject lines, calls to action, and relevant, engaging content. Our email & SMS marketing programs are developed with transactional emails, and our customer segmentation strategy to get your customer base to open your emails and convert.
