Ep. 170 - BEST BACK TO SCHOOL CAMPAIGN EVER? 💈💈 ===> GUEST: Lisa Hake, VP Mktg GREAT CLIPS (4400 locations!!) - How They Turned ‘Glow-Up’, ‘Fire’, ‘Lit’ Into Epic Database Growth!
Description
In this episode, host Jay Schwedelson interviews Lisa Hake, Vice President of Marketing and Communications at Great Clips, about their innovative back-to-school marketing campaign. This campaign creatively helped parents decode the latest Gen Z and Gen Alpha slang to ensure their kids walked away with the perfect haircut.
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Best Moments:
(02:04 ) Discussing the strategy behind Great Clips’ back-to-school campaign
(04:22 ) How the campaign tapped into cultural trends and insights about busy parents and school-aged children
(06:11 ) The collaboration with influencers and Joey Fatone to create content around Gen Z slang
(11:02 ) Giving away 24,000 free haircuts to launch the campaign and drive engagement
(12:09 ) Using a survey and coupon offer to grow the email database
(15:14 ) The types of content Great Clips shares with customers beyond just offers
(17:41 ) Exploring the balance between SMS and email marketing for customer engagement
(18:53 ) Emphasizing the importance of human-to-human marketing
(19:46 ) Lisa shares a Gen Z slang term she learned during the campaign
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Guest Bio
Lisa Hake is the Vice President of Marketing and Communications at Great Clips, the world’s largest salon brand with over 4,100 locations. With a rich background that includes roles at Pillsbury, 3M, and Best Buy, Lisa has been steering the marketing efforts at Great Clips for the past seven years, creating campaigns that resonate across generations.
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