Toshi Dream Spa and Salon is a full-featured spa and salon business located on Main Street and open seven days per week from 10AM until 7PM. They have been in business for fifteen years. Five years ago, they expanded and modernized, going from a hair salon with five chairs to a full-service spa that offers facials, body treatments, waxing, manicures, and pedicures. Their shop is modern, clean, and slick looking. The decor is minimalist, with a cool color scheme using white and icy blue and purple shades. Toshi Dream Spa and Salon wishes to convey an image of cleanliness and being in touch with the aesthetics and grooming needs of contemporary urban consumers.This business uses a wide range of marketing methods to promote their business. Word of mouth is their primary marketing method, which is enhanced by relationship building through multiple social media platforms. The Toshi Dream Spa offers promotional contests through their Facebook and Instagram accounts. One of the promotional contests partnered with local artists to offer art giveaways for customers. Another contest asked followers of their Facebook and Instagram accounts to post pictures of "their favorite urban legend," "their favorite urban dog," and "their favorite food," and selected winners for receiving a $25 gift card. Through these creative promotional events, the Toshi Dream Spa has shown how social media can be wielded in a highly successful manner. Every month or two, Toshi Dream Spa also offers promotional giveaways to customers who tweet to the salon using the hashtag #dreamspa.
Similarly, the Toshi Dream Spa reminds customers often about rating them on Yelp and other ratings websites for consumers. There is a little blurb on their pamphlets requesting customer ratings, and a sign in the window as well. Customers are reminded in ways that make them feel empowered, too, such as by saying "We want you to be happy! If there is anything you did not like, please tell us now. If there is anything you did like, please tell your friends on Yelp!" This approach helps to minimize negative content on Yelp but in a non-coercive way, encouraging customers to be open about their complaints. The policy is supported by a managerial staff that remains actively engaged with the customer, soliciting feedback while the customer is still in the salon.
When Toshi Dream Spa first opened as Toshi Salon fifteen years ago, their primary demographic was Asian females in the younger demographic. The expansion completely changed the...
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