Kiss Kiss Bang Bang (KKBB) started as a small local salon in Fishers, Indiana, and grew strictly through grass roots efforts. After the purchase of a second salon in Carmel, Indiana, the owners of the salon decided that it was time to turn to PR professionals to focus efforts on earned media and continue to grow the business. They turned to Communications Redefined.
To achieve growth through media coverage, we decided to build on the reputation of the owners and let them tell their story through their own words. We used a variety of methods including targeted phone calls and email pitches to specific media. Each story idea and event included individualized pitches, key messages and facts and figures, as well as specifically tailored talking points and social media efforts. We built relationships between the owners and target media, as well as offered access to celebrity connections visiting the salon. The campaign was a success with growth and revenue for both salons up an average of 23.5 percent. The Carmel salon saw an increase of 38 percent in sales and 30 percent more customers, and with just over 1300 square feet, the Fishers location grossed nearly 2 million and is now the top grossing salon per square foot in the country!
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