Promotions by BABTAC

background:

Established in 1977, BABTAC is the longest established beauty membership organisation in the UK. Promotions by BABTAC is one of the many benefits that has been developed for members who have the opportunity to participate, helping them to grow their businesses. Promotions by BABTAC partners with big brands to offer on-pack beauty treatment promotions as part of their national marketing strategy.  BABTAC salons and therapists have the opportunity to build their client base by servicing these offers.

objectives:

To get maximum participation and awareness of the Promotions by BABTAC scheme to support BABTAC members and Promotions brand partners.

actions:

Apt were tasked with designing and implementing a strategy for Promotions by BABTAC to maximise the opportunities for BABTAC Members.

Initial contact was made with members using targeted mailshots and emails; followed by personal telephone calls tracking interest in the promotion. The sign up process was tailored to make participation as simple as possible for both salons/therapists and end-customers of the promotional products.

To extend coverage we also contacted and gained the participation of key hotel and spa chains in the UK and Ireland catalysing the promotions coverage.

results:

The first promotion was launched in August 2011 in conjunction with Tampax and Always. Over 250 BABTAC members are participating, offering free express manicures to those who redeem. The promotion yielded over 8,000 redemptions by the beginning of November 2011. This promotion is currently ongoing.

The second promotion is with Actimel and launched at the end of December 2011. It will continue to run in store until June 2012. Actimel has put together a promotion called ‘Helping Hands’ which serves to offer its customers exclusive prizes to help with everyday tasks. These range from gardening, cleaning and dog-walking services through to free express manicures and 2 for 1 on treatments both of which are offered by BABTAC members. There are currently over 300 members participating, offering either one or both offers and interest is continuing to grow.

apt continues to manage the existing campaigns and generate new campaign leads to enable BABTAC to continue offering this service to its’ members.