By Grant Miller, salon owner and consultant

Sometimes the best ideas for effective marketing can be found by paying close attention to what other smart businesses are doing. Let me show you an example of a recent promotion that I took advantage of, which can easily be modified to use in your business.

Last August I shared a strategy that Firebirds Restaurant uses to capture customer email addresses. If you don’t remember that article, go back to your magazine pile and re-read it. Since Firebirds has my email address, they have been sending me pertinent offers a couple times a month. About a week before Father’s Day I received a particularly great email offer.

The headline — “Celebrate Dad and your Grad” — could have been improved upon, but it definitely accomplished the basics. It also contained a good offer: “Make a big occasion even better. Join us for $19.95 Prime Rib 12 oz. cut with your choice of side — June 13-15.” A yummy picture of prime rib, a stuffed potato and some wine catches the eye of carnivores, while a convenient “Reserve Now” button made online reservations easy. This timely and well-designed ad also solved the problem of deciding on a restaurant for Father’s Day.

At the bottom, the ad included a link to purchase gift cards for your dad or grad, and provided quick links to share the offer or post a review online. So not only did they reach me with their ad, they give the customer an opportunity to expand their marketing reach through social media.

Click her to read the entire article in Smart Tan Magazine online.