Ginger Bay Salon & Spa
Kirkwood and Town & Country, Missouri
Owned by: Laura A. Ortmann
For the past few years Ginger Bay’s Valentine’s sales were flat even though this is the spa’s second biggest gift card holiday. Ortmann attributed the sluggish sales to ho-hum marketing campaigns and decided to go a different route for 2013. “Since men purchase 85 percent of our Valentine’s gift cards, we decided to do a radio commercial with ESPN of St. Louis,” says Ortmann.
The clever commercial features a husband, whose wife goes shopping and leaves him with a ‘Honey Do’ list. The husband tunes into ESPN's SportsCenter, but the TV commentator stops him with a warning for being a last-minute gift buyer. The commentator shows the husband a way out of his chores by convincing him to buy a Ginger Bay gift card in order to get his wife happily out of the house, allowing him a day of un-interrupted sports programming.
“Our entire radio budget was $5,000 with $2,500 of it dedicated to this ESPN radio commercial, but the station kicked in a complimentary web banner that ran all day on February 9,” says Ortmann. “The ad ran 50 times between January 28 and February 14. We increased our gift card sales 28 percent in one location and more than 100 in the second, more than exceeding the goals we had set.”
Play Ginger Bay Salon & Spa's Radio Commercial Above!
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Originally posted on Salon Today
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