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With KAY HIRAI, the forward-thinking owner of Studio a single theme for your postcard.
904 salons in Seattle, is recognized for her progres- When Studio 904 won top honors from the
postcards, sive management style, her advanced training meth- Department of Commerce, Hirai sent out a postcard
ods and her early adoption of technology. Yet when celebrating this achievement along with an offer for
you can she wants to promote a particular product or ser- a surprise gift. “Give your customer a reason to take
vice, she uses the same method she’s used for more action,” she advises, such as a discount on services, a
send than 20 years: postcards. Hirai’s contemporary free gift or an invitation to a special event. That way
salons, which provide both hair and spa services, are you can also measure the response to every mailer.
the right known for their no-tipping policy, team environ- Target your audience. “Nothing is as effec-ment and community involvement. In the past 10 tive as your own mailing list,” says Hirai, who several
message, years, Studio 904 has received no fewer than nine times a year sends out postcards to the salon’s data-awards, including the National Minority Retail base of more than 4,000 clients. But if you have just
right to Firm of the Year Award, presented by the U.S. begun to build your mailing list, there are a variety
Department of Commerce in 2004. of ways to add to it. Early on, Hirai held a commu-It’s no surprise that this innovative company, a nity fund-raising event with a raffle to collect the
your clients Costco member, promotes its products and services names and addresses of prospects. She has targeted
with a stylized Web site and timely e-mails to clients. new families in the area with homeowner lists from
But the key component of its marketing plan is Welcome Wagon; for a neighborhood promotion,
By Tracy Schneider the postcard. Hirai doesn’t use a single card, but she purchased a residential listing from a mailing-
a strategically planned series—well targeted, well list broker.
designed and well written—to communicate with Create your design.“Design makes or breaks
her current clients and introduce herself to prospec- the piece,” insists Hirai, who favors postcards with
tive customers. bright colors and bold graphics. For years, Studio 904
“We like direct mail because we can target ran a very successful hair-color promotion in the fall.
our message to qualified customers,” says Hirai. One year, Hirai tried something a little different and
“Retaining clients is easier, too, when you market used a stylized black-and-white photo on the post-
directly to them.” card. The design didn’t resonate with the salon’s
Hirai has experimented with all types of direct- clients, and the promotion was a big disappointment.
mail pieces, including newsletters, but postcards Studio 904’s postcards, like all of its marketing
have proven the most effective. People are bom- materials, are professionally designed to ensure a
barded daily with information. A postcard breaks consistent and distinctive image. Make certain your
through the clutter. design will catch your prospect’s eye, get your message
Step by step, here’s how you can break through the across and enhance your brand, all at the same time.
clutter, too. Select your printer. Today, most printers
Decide on your message. Postcards work can produce quality color postcards. Some compa-best when the message is simple. Studio 904 post- nies, such as Amazing Mail (
www.amazingmail.com)
cards have promoted spa parties and holiday specials and Modern Postcard (
www.modernpostcard.com),
in addition to new products and services. Having a both Costco members, specialize in postcards and
sale? Adding staff? Moving to a new location? Choose offer useful tips and add-on services to help stream-
