Fleur Murphy | Fleur Murphy on Creating a Campaign to Generate Leads
Shortcuts is the global market leader in salon software, and has had the majority of the Australian market share for the past 20 years. Despite this, during 2013, new business leads started to steadily drop.
16198
post-template-default,single,single-post,postid-16198,single-format-standard,qode-quick-links-1.0,woocommerce-no-js,ajax_fade,page_not_loaded,,qode-title-hidden,qode_grid_1300,qode-content-sidebar-responsive,columns-4,qode-theme-ver-11.1,qode-theme-bridge,wpb-js-composer js-comp-ver-5.2,vc_responsive

Shortcuts marketing campaign

The brief

Increase the number and quality of advertising leads by creating a new campaign for print and digital media, with an extremely tight budget.

The approach

Shortcuts is the global market leader in salon software, and has had the majority of the Australian market share for the past 20 years. Despite this, during 2013, new business leads started to steadily drop, largely thanks to an ill-advised marketing campaign that blatantly failed to connect with prospective clients.

The key problem was that the campaign didn’t resonate strongly with Shortcuts’ target market. It had been created by an agency that did not truly understand our audience, and was centred around a metaphor that was more of a brain-teaser than a punchline.

We needed a campaign that would deliver results, and we needed it yesterday.

The answer was to go back to basics and show our clients that we understood them, their needs, and their businesses. For too long, we had come across as out-of-touch, and we needed to demonstrate our intimate knowledge of the hair and beauty industry and what makes it tick.

The best way to realise this goal was to take a bite of humble pie, stop telling clients how to run their own businesses, and to show off their success stories. In telling their stories, we were able to showcase how our technologies contributed to their incredible achievements.

The campaign focused on our tried-and-tested marketing channels: print advertising, email and Facebook.

The results

  • Increased the number of advertising leads by 157%, from 21 in 2013 to 54 in 2014
  • Increased the number of advertising sales from 0 in 2013 to 12 in 2014.

Photos: Kylie Coutts

Hair: The Murphy Gozzard Hair Community

Makeup: Kimberley Forbes, OneNinetyNine Management

Styling: Britt McCamey