amazing lash studio
Originally founded in Houston, Texas, Amazing Lash Studio is a nationwide franchiser of eyelash extension studios, with nearly 200 locations currently operating. Post Modern Marketing provides marketing services to 13 locations, owned and operated by 9 franchisees.
getting back their marketing groove.
A marketing client referred a co-op of Northern California Amazing Lash franchisees to Post Modern Marketing, recommending that the co-op consider our marketing services.
They had been working with an independent digital marketing specialist for several years. However, the co-op had grown increasingly dissatisfied with the marketer’s efforts. In short, a set-it-and-forget-it mentality had been adapted, which didn’t respond to data indicating which efforts were working, and which were falling short. Most importantly, none of the franchisees had direct access to their own marketing data or analytics.
Seeking to get their marketing efforts back on track, the co-op met with us. Based on the meeting, and the word-of-mouth conveyed by our previously satisfied client, they signed on with Post Modern Marketing.
the scope of our digital marketing efforts for amazing lash.
While we initially worked on behalf of 8 Amazing Lash locations in Northern California, word-of-mouth brought more franchisees on board. An additional franchisee joined up when they met CEO Josh Rubin and Digital Marketing Specialist Katya Allison at a convention where we were providing marketing support for our Amazing Lash clients.
Currently, our digital marketing services for Amazing Lash encompass local SEO, microsite management, social media management, influencer management, PPC, Facebook advertising, graphic design, and email marketing.
To ensure that all of these elements come together to form a cohesive and effective marketing campaign, we work closely with our clients to develop comprehensive marketing strategies in response to their needs and customer feedback.
In addition to our digital efforts, we provide general marketing support, create print ads and marketing pieces, and assist with hiring (via Facebook advertising).
starting from scratch.
Unfortunately, the previous marketer had not set up the various advertising and marketing accounts properly. The franchisees had never properly ‘owned’ their accounts—an all-too-common issue in digital marketing. So, we started from square one, doing things the right way. Lacking analytics, we split their ad spend between Facebook and AdWords, with most locations having a budget of $550 per month.
Two locations had virtually no social media followers when we started. Social media is incredibly important for businesses in the beauty industry, so we had to fix this fast. For those locations, we focused on using their advertising dollars to gain followers, as well as for hiring. In six months, one location’s Facebook follower count increased by 44%, while the other’s increased by 623%.
showcasing your work.
We had recommended to all of the franchisees that they post photos of their lash work on their social media channels—it’s important in the beauty industry to highlight the work that is being done directly from your studio by your stylists. It provides for a less corporate feel on their social media platforms and also creates higher engagement amongst your social followers. When one location followed this recommendation, they saw their Instagram engagement increase by 1,354%.
cutting ppc costs.
One significant benefit of crafting data-driven PPC campaigns is that they become more efficient, and costs drop. In six months, some locations saw their PPC spends drop by 52%, 55%, 61%, even 90%, without impacting lead numbers. A big part of this increased effectiveness was staying very closely connected to what was happening on the ground. Identifying appropriate geographic regions for marketing, identifying ideal audiences for advertised Instagram deals, and ensuring that the questions people were searching for through Google were being answered by the ads produced.
you can’t ignore digital word-of-mouth.
Your reputation is everything. That’s why we keep a close eye on Yelp, Facebook, and Google reviews, and draft reports for each location identifying both positive and negative trends. It’s important for business owners to understand that bad online reviews are the consequence of real world problems. By helping our Amazing Lash clients address customer service problems quickly, we help them maintain positive reputations, both online and off.
a comprehensive marketing success.
The success enjoyed by our Amazing Lash clients isn’t due to individual campaigns working in their individual niches. They are all part of a single campaign, and they have succeeded by working together to push the same message: promoting the existence of a high-quality beauty product—or rather, a beauty experience. We now act proactively to plan campaigns that drive customers to studios by influencing them simultaneously on AdWords, Facebook, Instagram, email, and Google Business.