Great Clips

  • Challenge:
  • Mature Atlanta market was oversaturated
  • Traffic numbers and sales in decline
  • Nationwide "Cookie cutter" media strategy did not account for local market nuances
  • Limited differentiation within category
  • Solution:
  • Work with Atlanta-area franchisees to develop market-specific media plan
  • Utilize non-traditional advertising to differentiate brand
  • Develop promotions aimed at giving consumers reasons to select Great Clips over competition
  • Results:
  • Atlanta a Great Clips "Top Performing Market for 2008"
  • Market-wide sales up 4%
  • Customer counts up 7.3%