Snip-its Haircuts for Kids Elevates Star Rating and Review Response Engagements with SOCi’s CoMarketing Cloud

The Challenge

Snip-its Haircuts for Kids is the premier destination for kids’ haircuts, styling, and spa services, serving 26 states with over 60 salons. Prior to the pandemic, Snip-Its had primarily geared its marketing resources toward supporting national branding campaigns. When some stores were forced to close for long periods of time, the Snip-Its leadership team aimed for a new localized approach to digital marketing to get the word out on reopenings.

 

The Snip-Its leadership team wanted local store managers and stylists involved with the brand’s new social media strategy. The team’s main goal was to increase its brand awareness through its local social media channels with a posting strategy to help customers see each salon as a small local business making a difference in their community.

 

At the time, the Snip-Its corporate marketing team was using a vendor that lacked key integrations, like Yelp, was plagued with errors with Google and Google Maps, and did not provide the level of ongoing account support needed to assist with their localized efforts.

“Community acceptance is key,” said Mariah Whurr, Marketing Manager at Snip-Its. “But in order to achieve community acceptance, we needed to find a platform that could help us develop a comprehensive localized approach to marketing. SOCi is that for us.”

The Solution

To solve for Snip-Its pain points with integrations, local social strategies, and SEO, the team turned to SOCi’s CoMarketing Cloud solutions with Reviews, Listings Advanced, and Social.

 

Snip-Its headquarters team needed a hands-on platform to oversee all activity on Yelp and other networks. “Having Yelp, Google, and Google Maps aggregated in one platform with SOCi was so critical for my team,” said Mariah Whurr, Marketing Manager at Snip-Its. “Another added benefit is the level of communication we receive. Support was lacking from our previous vendor’s account services team. Now, we meet with SOCi specialists to discuss SEO, social strategy, and other business metrics that I can relay to our internal teams and external agencies.”

 

The brand needed buy-in from local store managers and stylists for the new localized marketing strategy to be effective and bring customers through the door. Snip-Its was able to quickly boost platform buy-in and usage across the organization’s store owners after moving to SOCi through coordinated adoption campaigns built by SOCi with the Snip-Its team’s input.

 

“We aren’t located right next to our salons, but we still needed to guide them to be present on social to capture that sense of community,” said Whurr. “With SOCi, we could implement both a posting strategy and brand guidelines for our store owners to follow. We ensure they have access to pre-approved library assets and that they are responding to reviews.”

SOCi Results

Snip-Its review scores improved across the organization within the first 6 months of implementation, with 44 salons earning a 4 out of 5-star rating on Google. On social, Snip-Its has leveraged its new posting guidelines, brand assets, and SOCi’s posting time randomizer to enhance the localization of its content to help with engagement.

 

Overall, SOCi’s integration into Snip-Its technology stack has improved the organization’s ability to be flexible across all of its marketing initiatives.

 

248.1%

Snip-Its received almost 190,000 page impressions: an increase of 248.1% year over year

 

83.4%

83.4% of Snip-It’s reviews are positive

 

121.4%

27.09% of review responses are managed in less than 8 hours, a 121.4% increase year over year

Learn how SOCi can help take your
localized marketing to the next level.

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