Sally Beauty Company, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Sally Beauty Company, Inc., headquartered in Denton, TX, is one of the largest retailers of professional beauty supplies. Founded in 1964, the company has expanded rapidly to include store locations in the United States, Canada, and all over the world.
|Main Telephone||(940) 898-7500|
|Main Fax||(940) 383-8143|
Sally Beauty Company, Inc. ContactsContacts (5/15)
|Christian B.||Chief Executive Officer||TX|
Sample of Associated Brands
|Donald G.||Senior Vice President, Chief Financial Officer & Chief Operations Officer||TX|
|Ryan L.||Vice President, CRM & Loyalty||TX|
|Paula R.||Vice President, Private Label||TX|
|Sally Beauty Company, Inc.||********|
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Score 32 – Future Possibility: Sally Beauty testing ‘aggressive shifts' in media mix
Subject: print, digital, CRM, direct mail, email marketing, video, social media, radio, packaging, multicultural, sponsorship, mobile
Company: Beauty Systems Group (BSG), which goes after salon and salon professionals. Together, they have about 4,800 stores in the U.S.
Opportunity: During the Q3 earnings call, CEO Chris Brickman said that, due to the productivity with certain types of CRM programs, Sally is re-evaluating its media and marketing mix. In the coming months the company will test some more “aggressive shifts” in the media mix. These tests will happen on a market-by-market basis for a quarter and from there Sally will see how expansive they can make it moving into fiscal 2016. Over the past year, Sally has taken an integrated marketing approach that is designed to touch the customer through every medium she engages in, including direct mail, social and digital media, email and texts. He also noted that TV has been added to this mix (research here).
Brickman stated that the company’s US business is taking longer to recover than originally anticipated, so those with fresh, innovative ideas in direct, digital, mobile or social should continue to reach out. Lifestyle and entertainment sellers should have the edge. According to The List, Sally handles media in-house.
Brand Revamp: Sally has undertaken a revamp of its brands, including new packaging, cleaner cash-wraps, new flooring, new graphics and new lighting. Additionally, Sally has modernized its in-store marketing and messaging and modern-looking web pages. All of this is in service of the goal of getting the customer back in the store.
Sponsorship/Partnership: Sally’s summer marketing ad campaign included sponsorships (more here). Also, Q4 will see the sponsorship of Lifetime’s Project Runway. This marks the first time that Sally Beauty has been promoted on national TV. Brickman pointed out that now is a great time for the Project Runway sponsorship because the company is focused on more outreached marketing to bring the customer back now that there is something different to show her (as far as the brand/store renovations are concerned).
Partners have included Pandora Radio and Popsugar, for inclusion in its Moat reports. Mobile display ran from Feb-April, largely with naturallycurly.com, cbs.com, wowwiki.com and theadvocate.com.
Media Spend Breakdown: Sally's advertising costs were $90.2 million, $83.9 million and $79.8 million for the fiscal years 2014, 2013 and 2012, according to the company. Paid media investments skew towards print and digital buys, according to Kantar Media.
Since CMO Ashley Sheetz’ arrival in June 2014, Sally has run 92 desktop display ads with 2,258 publishers (10% mobile), 92% of which were purchased by ad networks or exchanges instead of directly. In comparison, over the prior year period, Moat doesn't report any display activity for Sally.
Since June 2014, Sally has run most of its display ads with lifestyle, local paper, media, portal and news publishers. It's dominating share-of-voice (SOV) on bet.com over that period, but is getting crushed by Ulta across all other publisher categories, according to Moat. Publishers reporting the most impression activity from Sally since January include bet.com, naturallycurly.com, yourtango.com, starpulse.com, citationmachine.net, nationalenquirer.com and weather.com.
Recently Appointed Decision Makers: Brickman was promoted to his current role in February. He joined Sally last June as president and COO. Before that, he was president of Kimberly-Clark International. Shortly after his arrival, Ashley Sheetz was hired as CMO. She had been with GameStop since 2008, culminating as CMO. Before GameStop, Sheetz was on the agency side, holding account director roles at TracyLocke and DDB Dallas.
Sally Beauty Company, Inc.
3001 Colorado Blvd.
Denton, TX 76210
Chief Marketing Officer
Vice President, CRM & Loyalty