Redken's True DR Colors1 Apr, 2008 By: Jacqueline Renfrow Response
Vice President of Integrated Communications Shae Kalyani talks about how a shift from traditional advertising to interactive DR marketing is engaging consumers and has the salon-based business booming.
Kalyani does not believe in the failure of DR campaigns. Instead, she learns a lesson from those that aren't as successful. "You can do all the research in the world, launch a campaign and it doesn't take off. You can't see that as a failure, but ask yourself 'how can I tweak it here and there to have it become more successful next time,'" she says.
As a leader in the professional salon industry, Redken feels a lot of pressure to be at the forefront of innovation. "We strongly believe in DR and that it holds a lot of clout," she says.
Thus far, Redken has had a soft year in the search engine marketing arena. "We started to lose ground until we paid more attention to how people were finding us and what words they were using to discover Redken," says Kalyani. "You have to stay on top of search engine marketing. We do a lot of events offline, in salons and especially Fashion Week, and people remember Redken. We need to remember this when paying for search engine key words."
For example, Redken made fashionable the "posh ponytail" at last year's Fashion Week. And after the show, people were searching for information on the hairstyle online. "Not buying that key word was a lost opportunity," Kalyani contends.
The Future of Social Networking
Interactive, though already important, is still a growing sector for Redken. With more and more consumers spending time online and on social networks, Kalyani says it is important for a company to not only have a Web site, but to build it into an entire experience for the customer. "We take the interactive space very seriously and know it's vital to growing our business," she says. "We encourage our team to make sure they are up on new technologies and trends by attending conferences and being involved in the interactive communities either online or face-to-face."
Kalyani adds Redken has the strongest Web site in the haircare industry: it has earned two Webby awards and, recently, Redken won an interactive award for urbanexperiment.com. She does recognize that Redken has not been involved enough with online communities and social networks. "We have been experimenting with social networks like Facebook the past couple of months, and you will see more efforts in the second half of this year and into 2009."