On May 19, 2012, the founders threw launch parties both online and at Blush boutique. Purchasing 10 billboards in Detroit and summoning local radio personality — now BET’s 106 & Park co-host —Paigion to be a the launch spokeswoman, word-of-mouth buzz began to spread.
A pricy endeavor, Chambers says taking advantage of outdoor advertising was something the company was able to do because they merged their capital. Collectively investing $20,000 to start Hair Crush, marketing via billboards is something Chambers also predicts businesses overlook, because they don’t consider doing the research.
“I think when you have a group of people where everyone is in the same place you won’t fall. A lot of people don’t have bigger business plans, but we set up plans for now and the future so we can keep out business up and running,” she said.
Marketing in the Hair Capital
Starting Hair Crush in Detroit, a city that is considered the Hair Capital of the World, the founders know that they’re expected to have a product that is of high quality. It’s not easy when hair lines are constantly popping up and disappearing in the area. Finding and going to women where they are counts and pays off most.
“We’re combining social media (Twitter, Facebook and Instagram) with a lot of the old techniques. We’re going to parties and handing our fliers, going into the neighborhood and talking to people when we go out to a restaurant having free consultations with them right there. They love that,” Davis said.
“We were going around to different salons showing them what we had to offer. Most of the salons here are working with extensions and their clients are looking for a great product and great hair. So, we let the stylists try it for themselves,” Chambers added.