Case Study: Sequence Hair Blending

Background

Sequence Hair Blending has a highly trained and motivated sales force. They produce a very high lead-to-sales conversion ratio driving new business to their single-location facility. Sequence was using a combination of magazine print ads, combined with direct mail and outbound telemarketing. Though able to remain profitable, over time the lead generation from print fell off to nearly zero, jeopardizing growth and hampering expansion efforts. Sequence needed to make a transition to new forms of media to drive lead generation.

Problem

Declining results from print ads.

Solution

We developed a direct response television strategy. In phase 1, we started a long-form half hour program running on broadcast TV that explained the intricacies of their premium product, and answered many of the questions that arise during the sales process. This led to an immediate growth in qualified leads, which drove sales. In phase 2 we created a series of sixty-second long-form commercials that detailed the most important information from the half-hour program and added an element of sophisticated glamour. The sixty-second units allow for increased reach in traditional broadcast programming, and increased ROI to greater levels. Phrase 3 includes an email and search strategy, as well as a redesign of their website, and a more robust presence online including the use of social networks.

Result

The combined effort has established Sequence as one of the leaders in their business class and delivered an increasing R.O.I. quarter after quarter.

Sequence is now moving forward with plans to roll out a new national product, as well as extend their service business into new markets.