discovery call

Salon Mei

31 years of regulars, and a daughter trying to find the next generation.

location
SS2, Petaling Jaya
service
Full System
result
5× new clients under 35

Madam Wong opened Salon Mei in SS2 in 1995. Her regulars have followed her for decades, and many of them are now in their sixties. When her daughter Jess took over, the client book was getting older and smaller. Younger women in PJ were going to Korean and Japanese salons. Jess tried to win them over herself:

  • Content: she ran Instagram at night, after closing, when she had the energy.
  • Ads: she paid an ads freelancer for a discount colour promo. It brought in bargain hunters, and almost none came back.
  • Events: she hosted a bridal hair showcase with only phone photos to show for it. Nothing from the day ever ran online.

She was doing the jobs of three people, badly, on top of running the salon.

“My mum has been going to the same hairdresser for twenty years. I want one like that.”

Younger women didn’t want a cheaper salon. They wanted what their mothers had: someone who knows their hair. Salon Mei had 31 years of that. Nobody had ever shown it.

The showcase

Twelve brides-to-be came to the bridal showcase. We filmed Madam Wong pinning a bride’s hair while Jess explained each step, and that 45-second clip ran as the bridal ad for six weeks. Fourteen bridal bookings followed for the next wedding season, and several of the brides booked their mothers in too.

The system, month by month

FindTwo half-day shoots a month. A Meridian series, Mother and daughter: Madam Wong teaching Jess, regulars of 20 years in the chair next to first-time clients, and the colour formula notebooks Madam Wong has kept since 1995.2 half-days a month
CaptureMeta ads to women aged 25–35 in PJ and Subang, made from the best episodes, with no discounts anywhere. Google Search ads for “hair colour PJ”, “bridal hair PJ” and “salon SS2”.None
ConvertA landing page for colour and one for bridal. WhatsApp quick replies, so the front desk can book in two messages.Front desk, as before
EventsThe bridal showcase, filmed properly. It became a month of content and the bridal ad campaign. Then a 31st-anniversary evening for regulars, filmed too.None
ReportA weekly report on new clients, second visits and cost per confirmed appointment.10 minutes a week

The team it replaced

Jess posting after closingAtlas: strategy, scripting, filming, editing, posting
Promo-ads freelancerAtlas: Meta and Google ads, landing pages, tracking
Phone photos at eventsAtlas: event coverage, turned into content and ads
Nobody measuring anythingOne weekly report
9 → 47
new clients under 35 a month
22% → 61%
coming back for a second visit
14
bridal bookings from one showcase

120 days later

  • New clients under 35 went from 9 to 47 a month.
  • Second visits went from 22% to 61%, because women came for the salon, not a promo.
  • 14 bridal bookings came from one filmed showcase.
  • Cost per confirmed appointment settled at RM31, with no discounts.
  • Madam Wong’s notebooks became the series’ most-saved post.
“I stopped trying to be the marketing team. Now my mum is the star of our content, and the new clients actually come back.”
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