mark breen

"Never Before Have We Seen Such Success Than After Phrasing The SMS Properly & Using Targeted Filters"

Connor Keppel

One of the biggest benefits of the Phorest software is that you can launch a tailor made SMS campaign straight from your computer to specific clients in a matter of minutes. This month, let us introduce you to Mark Breen, owner of Hair republic in Galway, who after a quick chat with one of our marketing experts, learnt how easily and effectively an SMS campaign can be launched.

What are your initial thoughts on the Phorest system?

I am a relatively new member to the Phorest system, having only implemented it in April, but I can honestly say that it is a fantastic system. It has made every day salon business much easier and gives an element of traceability to the business that we haven’t had before. The automatic SMS reminders we have found excellent at reducing no shows and the loyalty scheme is another unique benefit that Phorest brings.

Was it the first time you sent out an SMS?

This was our sixth or seventh time we’ve sent an SMS campaign but never before have we seen such immediate success as we phrased the SMS properly and used targeted filters.

What in your opinion made this campaign more successful?

Alvy, one of Phorest’s marketing experts, showed me how to target specific clientele by the services they had booked in the past. So using the filters on the Phorest System we were able to identify 285 people who had their colour done since April and create an SMS that was directed specifically to them.

The SMS we created was;

“ <Client first name>,Turn heads on the prom this w’end! Book a colour & get a complimentary facial worth €30 @HairRepublic. First 5 to call only 091 524684”

Although we advertised 5 slots we booked eight appointments within minutes of sending the text.

The reason why this text worked more effectively was because:

  1. We targeted certain clientele by service.
  2. We added value instead of discounting, we still got the full whack of money for the colour treatments and offered a mini facial as a reward for the booking.
  3. Instead of using the word free which devalues a service, we used the word complimentary.
  4. And by saying the first five to call, we created a sense of urgency: buy now before it’s too late.

Would you feel more comfortable with SMS campaigns after talking to our Marketing experts?

Definitely, once you know how to use the filters and templates, you’re able to send different campaigns to different people. We ran one SMS Campaign for the Volvo Ocean Race last week that said “grab a kiss from a hunky sailor” and advertised a blow-dry and make up package. After sending the text five people booked in with us but many more came back saying that they loved our text. So the SMS was advertising our company in a positive light and also reminding them that we are still here.

At Phorest we offer free online SMS training, to avail of this training contact Jessica at

Why not request a demo of our salon software today? We can help you get more clients, back more often spending more!