Small contest yields big results
SASSI, the Salon and Spa Specialty Insurance Program from Brownyard Group, serves a diverse customer base of salons, spas, barbershops, beauty schools and independent contractors. Traditional insurance marketing and public relations tactics do not always reach these small, independent businesses. SASSI had already retained Kimball Hughes PR to reach their audiences with useful content through social media and blogging, as well as media relations aimed at the trade media—but they wanted to do more.
We saw an opportunity: a web-based contest that could create content and improve engagement to invigorate current social media, blog and media relations strategies. Collaborating with the SASSI marketing team, we planned a contest—SASSI Salon Secrets—that asked salons and spas to share their recipes for success. Twenty-six salons and spas responded with stories, photos and videos that told rich stories.
Working with the winners and immediate runners-up, we were able to turn those stories into valuable public relations and social media content. The contest was used to fuel trade and consumer media coverage for six months, boost SASSI’s social media following and efficiently create six months of original blog content that resonated with the appropriate audiences. In short, the contest did what public relations brand content is best at—it supported relationships.