Maly’s
Maly’s is the largest West Coast distributor of hair care products such as Paul Mitchell and Redkin. The company services over 16,000 salons with over 125 stores and 200 sales consultants. Our team has played a strategic role in helping Maly’s grow their revenues 40% and more than triple their profit since we started working with them several years ago.
We collaborated on an in-store brand that would position Maly’s as a friendly, upscale store with a focus on product education and salon service. The concept shows a relationship between people and product (represented here by colored fluid that might be found in the bottle). We art-directed the photoshoot of the models, and handled the design, printing and mounting of the signage.
Another project we worked on for Maly’s newly-formed Business Development division, was their identity and supporting materials. The division focused on product education, furniture, and long-term salon services including membership benefits. Maly’s Business Development division needed support to launch a Business Coaching Program for salon owners.
We started with the brand development of a 60-page manual and navigation system to reinforce learning and memorization of principles. Then, we designed a trade show booth and targeted the next industry trade show as a hard launch date. Prior to the show, we developed a 90-day PR and media blitz, from which we landed seven media interviews at the show, an on-line guest chat and four articles including two feature stories, one of which was a cover story for Modern Salon. The combination of the press coverage, the trade show, the materials, and of course the Maly’s team, resulted in a ten-fold increase in leads over prior months.
During this show, we also developed leads for the salon furnishings division with an ad campaign running in the show daily.
It wasn’t long before we started discussing how we could help the reps sell better. We started with State of Washington. Using some complex technology, our call center partner, and a relationship marketing process, we began to cultivate leads of brand new salons opening up in the Washington. It started as a pilot program, and grew to become so successful, we launched it to several states on the West Coast.
