What We Do:
Tour Management, Event Planning
In-Market awareness, Street Teams
Screenings (TV Films)
Urban Salon Advertising
Black Colleges (HBCU)
INTEGRATED MARKETING & PUBLICITY
Founded in 1996, Will Power Integrated Marketing was founded by 25-year beauty industry and Salon owner Wil Shelton. Will Power Integrated Marketing is a full- service experimental, event activation agency specializing in the beauty/barber industry.
Wil’s vision for Wil Power Integrated Marketing was born of hard-won experience. He knew a different kind of agency was needed-a firm that takes a holistic and integrated approach towards promoting salons, stylists and barbers, while consistently over-delivering on value and responsiveness.
Shelton feels that it's important for brands to have multicultural divisions or arms because most brands are setting up multicultural departments.
Wil Power Integrated Marketing is positioned in more than 40 urban markets nationwide (with well-established business relationships with over 100,000 African American salons and barbershop nationwide and the ability to reach over 100 million consumers annually.
The agency provides a means to maximize a brand's overall marketing through timely, strategic product placement and with lucrative sales results that follow. This network allows for a brand message to be displayed in store where these shops are excellent venues to distribute coupons, customized product placement, product sampling, window posters and merchandising opportunities as well as advertising optimization, social media outreach, target marketing research, in-venue merchandising and more.
Wil Power Integrated marketing creates events that help global brands to help position brands into the consumers’ minds by attracting and emotionally engaging them in the salon or shop experience.
In a May 2018 Adweek article reporter Ann-Marie Alcántara writes "Salons and barbershops are "cultural touch points" and remain an "untapped venue" to reach African American consumers, explained Wil Shelton, Wil Power Integrated Marketing founder and CEO. These spaces are an essential element in communities and contain a "deep connection between the stylists and the patrons in [a] trusted environment," Shelton said, adding that "African Americans have a heavy influence with entertainment and global brands."
"We were the first agency in history to hold advance screenings of TV shows at the salons and barbershops," said Shelton. "Attendees are provided food, drinks, free hairstyles, massages etc. We provide these same salon (takeover events) for new product launches."
Wil specializes in aligning both new and familiar brands with his company’s core ability to produce creative campaigns that authentically speak to the multicultural consumer. One of his many successful partnerships includes pairing AT&T with top beauty salons and barbershops with branded premiums
As he told readers in a recent interview in Sheen Magazine "Our mission is to show companies that the beauty shop is not just a place to go for grooming but it is also where consumers go to get the scoop on the latest trends and popular culture." Continues Shelton, "This is how we can put global brands within arms' reach of this target consumer with their 1.4 trillion-dollar spending power and influence that they have."
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May 28, 1996
Wil Power Entertainment (WPE), founded in 1996, is a full-service lifestyle marketing agency.
March 3rd, 2019
Today’s toughest marketing challenges lie in making a real connection with African American consumer. Wil Power Integrated Marketing (WPIM) makes that happen.
Wil Power implements and manages advertisement and marketing campaigns for clients seeking to maximize brand loyalty and customer retention, reinforce brand awareness, specifically among potential clientele, enhance product satisfaction, and gather valuable market research information from niche market segments. Through these procedures, Wil Power enables companies to expand market segmentation.
As President & CEO of Wil Power Integrated Marketing, Wil Shelton has grown the company into a global salon, stylists and barber marketing agency offering a full range of traditional and digital marketing services to the multi-cultural masses in the beauty and grooming industries. He is the driving force behind the company’s business development and creative strategy. Under his direction, the agency designs and executes targeted campaigns to connect global brands to the industry authentically to reach their multicultural consumer.
Prior to starting his company Wil started out being a salon owner and hairstylist and that is where Wil’s vision for Wil Power Integrated Marketing was born of hard-won experience. He knew a different kind of agency was needed-a firm that takes a holistic and integrated approach towards promoting salons, stylists and barbers, while consistently over-delivering on value and responsiveness.
With a network with over 100,000 African American salons and barbershop nationwide and the ability to reach over 100 million consumers annually, Shelton feels that it's important for brands to have multicultural divisions or arms because most brands are setting up multicultural departments. “Multi-Cultural marketing is becoming more and more an important part of the business for the hair industry," he said. "Brands are taking advantage of this and they are seeing it in their bottom line.”
Wil specializes in aligning both new and familiar brands with his company’s core ability to produce creative campaigns that authentically speak to the multicultural consumer. One of his many successful partnerships includes pairing AT&T with top beauty salons and barbershops with branded premiums.
As a consummate professional – Wil Shelton is a passionate, ambitious and empathetic leader. He is a self-motivated risk-taker and workaholic. Wil believes that good is not good enough and that one should always strive for greatness.
Wil is especially strong as a visionary, in brand building, business sustainability and strategically growing revenue through value management.
" Thank you so much for your work on Barber Shop.
We could not have been as successful at the box office without support from organizations such as yours. Your efforts helped move us into the position of having one of the most successful African-American films of all time."
K. Thorpe MGM Studios National Field Operations Director
Wil Power knows the urban audience and executes great targeted promotion.
We could not be happier with the chatter and excitement they created for our show.
We look forward to working together in the future.
Kristina, FOX Broadcasting Company
Hi Wil, Great news...Last night's premiere was a ratings hit!
We wanted to share the exciting news with you and thank you for being part of this successful launch!
We are happy the multi-market salon promotion has offered us added exposure to our target audience!
C. S. Senior Director, Marketing TV Land | Viacom Media Networks
Thank you so much for your hard work on Charlie Wilson.
I am really pleased with the results and thrilled with the format of your reports.
L. Cambridge VP Urban Marketing RCA Records
"I highly recommend their services.
The marketing plan provided was on target with the demographic in which I was trying reach and the execution far exceeded my expectations. I have worked with this company on several different projects from developing acts to established ones. Each plan was tailored made for the artist and effectively made the connection. In addition to a great plan, they managed the campaign very well. Always kept me informed as well as being proactive when necessary."
T.S. RCA Records Marketing Director
" Having worked with Wil Power Ent. in the music space, I can affirm the niche marketing expertise they bring to our Urban and Urban Adult projects.
Wil Power Ent. has continuously been a great marketing partner that delivers results and accountability with full reporting throughout a campaign."
Nicole RCA Records Marketing Director
I haven't had the pleasure of working with you directly, but I too want to thank you for your support and hard work on our behalf.
We are excited about the strong start to the series, and share this early success with you. Best,"
K. C. VP, Marketing TV Land
Working with Wil has been wonderful.
His programs are well-run, well-documented, and he is an expert in targeting the African-American audience.
Thanks for a great program; looking forward to running with you again! –
It was an absolute pleasure working with WP Integrated Marketing. The importance of barbershops and salons cannot be understated, and the team's connections to these places of business was authentic, genuine, and impactful. Working with them was both incredibly creative and collaborative, and I really appreciate them always going the extra mile. Very much looking forward to working with them again.
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Harper Collins needed a creative way to create awareness about Steve Harvey's Think Like a man book and wanted a direct pipeline to the AA female audience.
Situation Analysis: We wanted to reach the Urban AAW adult 25-54 segment that belong to book clubs.
WPE developed an urban salon campaign that taps into the lifestyle and culture of the African-American female audience. WPE utilized salon ambassadors to prominently display one sheet posters and distribute branded book marks and copies of the book. This took place in the top 6 markets.
• Over 200,000 consumers reached in 6 markets
• Generated excitement through stylists handing out copies of the book at the salon