FMPR (FRIEDMAN MARKETING AND PUBLIC RELATIONS), DALLAS: A CASE STUDY OF BENU SPA & SALON

Overview
FMPR (Friedman Marketing and Public Relations), a boutique public relations firm in Dallas owned by Susan Friedman and specializing in lifestyle acoounts, was hired four weeks prior to the grand opening of Benu Spa & Salon, a full-service day spa and salon and the exclusive Dallas venue that practices the Feng Shui Beauty concept created by Celebrity Hairstylist and Feng Shui Beauty Author/Founder Billy Yamaguchi. FMPR (Friedman Makreting and Public Relations) was hired to introduce the new venture via grassroots marketing, special events and public relations with heavy emphasis on public relations in Dallas. The objective was to promote Benu as a hip, sociable spa that is clean and simple and provides excellent service and wonderful results. Targeting young professionals and SMU students, fmpr promoted the establishment as a “fresh take on an old idea,” and highlighted its social ambiance, distinct services and friendly staff.

Problem Encountered
 benu spa  benu  susan friedman  fmpr  dallas firm public relations  public relations firm dallas  public relations firm, dallas Although located within the popular and trendy Mockingbird Station area, the actual building of Benu Spa & Salon was set across the street and not visible by street or foot traffic.  Dallas, well-known as one of the country’s fashion and beauty meccas, has high competition in the beauty industry.  The owners were not based in Dallas and relied heavily on grassroots marketing and press provided by the public relations firm in Dallas, and client relationships previously formed by its employees. 

Our Solution
 benu spa  benu  susan friedman  fmpr  dallas firm public relations  public relations firm dallas  public relations firm, dallas To introduce Benu to the public, FMPR created a grand opening event and book signing with Billy Yamaguchi and created a VIP list of attendees.  FMPR developed and wrote an exciting press kit and distributed it to targeted media both locally and nationally.  A classy door hanger was distributed to 3,000 targeted homes within a 2-mile radius and charity and business organizations were contacted to solicit meetings, auction item requests, fashion shows and involvement.  FMPR also created a list of VIPs to send gift cards to create a “buzz” marketing campaign.  Within six months, Benu was ranked as one of Dallas’ “Best Spas” by D Magazine and was confirmed as one of the country’s “Top Salons” by InStyle Magazine in August.  In less than a year, Benu had received over 70 mentions and features in media outlets across the country.

Results
 benu spa  benu  susan friedman  fmpr  dallas firm public relations  public relations firm dallas  public relations firm, dallas 

Related Links

FMPR (Friedman Marketing and Public Relations)

Related Keywords

beauty salon  dallas  day spa  hair salon  salon  spa