Learn to leverage marketing technology at our free Friday Forum on July 10. RSVP now

Last Saturday, Mary Davis, co-owner of Davis Hairdressing in Newton, Mass., called to inquire about my recent visit. I asked her if she had a few minutes to talk because I wanted to let her know how impressed I've been with my experiences at her salon.

As we spoke, I realized that she had an amazing story to tell and asked her whether I could take notes. Hers was a compelling vision of an integrated-marketing and client-service approach that any business—not just other retailers—would do well to emulate.

Excellent service leads to word-of-mouth referrals

As a marketing-strategy consultant, I've been impressed by the salon's marketing savvy since my first visit. I originally discovered Davis Hairdressing on Yelp, a social-networking site.

I was searching for an emergency solution. The hair-salon owner who usually did my hair was running a half-hour late when I'd arrived for my appointment, and we'd had to reschedule for the following week—but my hair needed immediate attention.

I called Davis Hairdressing on a Sunday, planning to leave a message. To my surprise, someone answered the phone and asked whether I would like to come in that day or Monday—both days that beauty salons in the area are typically closed.

When I inquired about the price, the receptionist said different stylists charge different amounts, so I scheduled an appointment with one of the less-expensive hairdressers. To my delight, the stylist was the one whom the Yelp reviewer had praised.

Discounts motivate desirable buying behavior

Sign up for free to read the full article.

Take the first step (it's free).

Already a registered user? Sign in now.


Barbara Bix is managing principal of BB Marketing Plus, where she helps companies enhance their brands by capturing and enhancing the customer experience.