Promotions by BABTAC


Promotions by BABTAC was developed as one of many benefits offered to members as part of their annual membership. The initiative saw BABTAC partner with leading consumer brands, creating on-pack promotions offering free treatment prizes. In turn, the prizes were delivered by BABTAC members. 

BABTAC salons and therapist members had the opportunity to participate, helping them to grow their businesses and build their client base by servicing these offers.


  • Member Objective: to drive footfall and potential new clients to BABTAC member businesses
  • Partner Objectives: to get maximum participation of BABTAC members to ensure the success of the campaign, which in turn will drive product sales, brand awareness and market penetration. 


Liaising between BABTAC and the consumer brands, apt was tasked with designing and implementing a strategy for Promotions by BABTAC to maximise the opportunities for BABTAC Members.

Initial contact was made with members using targeted mailshots and emails; followed by personal telephone calls tracking interest in the promotion. The sign up process was tailored to make participation as simple as possible for both salons/therapists and end-customers of the promotional products.

To extend coverage we also contacted and gained the participation of key hotel and spa chains in the UK and Ireland catalysing the promotions coverage.


The first promotion was launched in August 2011 in conjunction with Tampax and Always. Over 250 BABTAC members participated, offering free express manicures to those who redeemed. The promotion yielded over 8,000 redemptions by the beginning of November 2011 and was the single most successful on-pack campaign ever run by Tampax.

The second promotion was with Actimel and launched at the end of December 2011, continuing until June 2012. Actimel put together a promotion called ‘Helping Hands’ which served to offer its customers exclusive prizes to help with everyday tasks. These ranged from gardening, cleaning and dog-walking services through to free express manicures and 2 for 1 on treatments both of which were offered by BABTAC members. 300 members participated, offering either one or both offers

As well as delivering new customers to BABTAC members, these on-pack promotions also drove awareness of the BABTAC consumer website, and helped to push membership acquisition to their highest monthly totals for six months running.