Salon Success Through Smart Marketing

 

By Stephanie Chandler

 

 

When you are busy running your business, marketing can easily fall low on the priority list. Not only does it take time, but it usually requires money—and sometimes the dollars spent on marketing efforts don’t yield an adequate return on your investment.

 

The reality is that very few businesses can grow without marketing, and salons are no exception. If you take a look at the financials for any major company—such as Verizon, Microsoft, Amazon, etc.—you will see that most invest a full 10% to 15% of their annual revenues in marketing. The same is true of the most successful salons. Take a look at your competition and you are likely to see that they are continually investing in a variety of marketing strategies.

 

Big companies know that marketing keeps the company moving in the right direction. And studies show that the businesses that continue to invest in marketing through economic downturns are the businesses that come out at the top when the economy turns around.

 

A Shift in Thinking

 

Instead of thinking of marketing as an expense for your business, consider it an investment in your success. When done correctly, marketing should generate revenues. Unfortunately you can’t always know what strategies will work for your business until you spend the time and money to test and observe the results. The good news is that once you find a marketing campaign that works, it can begin to pay off better than a hot slot machine in Las Vegas!

 

When choosing a new marketing strategy, always consider the potential return on investment (ROI). For example, if you purchase an advertisement in a local publication that costs $600, how many clients does that ad need to generate to make the investment worthwhile? It may be that just one or two new repeat clients could pay for the ad. How likely is it that the ad will bring in one client? Or five or ten clients?

 

The following marketing strategies have the potential to have a significant impact on your salon. Keep in mind that the key to many successful marketing campaigns is repetition. Most strategies should be attempted several times before determining whether or not the return on investment is paying off. And when you find a strategy that hits the jackpot, continue to leverage it for as long as you can.

 

Marketing Strategy #1: Start Networking

 

One of the quickest ways to reel in new clients is to go out and meet them. You are probably the best sales person for your salon—and if you’re not, put your best sales person to work. There are many opportunities to network within the business community and expose influential business people to your services.

 

Consider joining you local Chamber of Commerce and attending their monthly mixers and meetings. Wear a name badge that quickly identifies you and your salon. Smile and shake hands with as many people as you can. Ask about their business, and in return they will ask about yours.

 

Changing salons is a lot like changing banks. A person may want to make the change but isn’t sure where to go. Just getting to know you could provide enough incentive to make the leap. Also consider joining focused networking groups such as Business Networking International (www.BNI.com) or LeTip (www.LeTip.com). Members of these groups are encouraged to refer business to each other.

 

Marketing Strategy #2: Publish an Electronic Newsletter

 

One of the most cost-effective ways to market to existing and new clients is with an electronic newsletter. A monthly newsletter allows you to get repeat exposure with your clients, promote special offers and events, and remind them that it’s time to make an appointment. Most salon and spa clients will gladly sign up for this service in hopes of receiving special offers.

 

To gather e-mail addresses, consider holding a monthly drawing for a gift certificate or other inexpensive give-away. Then, as each client checks out, ask if they would like to enter the drawing. You can also mail out a postcard encouraging clients to sign up on your website.

 

There are many newsletter services available. You can use the Internet to research your options. Prices range greatly but so does quality so ask a lot of questions before choosing a provider.

 

3. Send Affordable Mail

 

Though direct mail can get costly due to printing and postage, it can still be an effective way to reach your client database and it doesn’t have to break the bank. Instead of stuffing a letter or newsletter in an envelope that may not be opened, consider sending a postcard.

 

Postcards are easier to read since recipients must at least glance at the offer before deciding to recycle. The key to a successful postcard campaign is to include big, bold print with a call to action that jumps off the page. For example, if you are facing a potentially slow month in the hair salon, offer a substantial discount on appointments booked in the next two weeks.

 

Postcards are far less expensive to print than most marketing materials and the standard size receives a discount on postage. Check out www.VistaPrint.com for inexpensive postcard printing services.

 

4. Host Special Events

 

Special events can have many advantages. They provide a good reason to promote your salon and can often capture the interest of local media. Partnering with a charity is an even better way to build goodwill with clients and garner some publicity.

 

Foundations such as Locks of Love (www.locksoflove.org) create wigs from real hair and provide them to children in need. You could support this charity by providing free haircuts to anyone qualifying to donate (hair must meet certain guidelines). You could also host an event to treat cancer patients to day of beauty or provide underprivileged teens with stylish haircuts.

 

Whatever organization you decide to support, consider inviting sponsors to participate. Local restaurants will likely be willing to provide food and refreshments. Your local printer may help with flyers and signage. Product vendors may provide goody bags or giveaways to attendees. Get creative and have some fun and don’t forget to alert the media.

 

5. Refer a Friend

 

One of the best ways to generate new business is through word-of-mouth, though often your clients need to be reminded to tell a friend. Your stylists can make it part of their regular routine to remind clients to spread the word. You can also provide clients with some extra incentive by offering a $10 gift card as a thank you for referral. Your existing customers are your best salespeople so be sure to show your appreciation whenever they help to build your business.

 

When marketing becomes a priority, your business has the potential to flourish. Remember that it’s important to test out several strategies in order to find the ones that work best for your business. Once you make the discovery and you keep the marketing wheels in motion, you will be rewarded with revenues and steady, loyal clientele.

 

 

About the Author:

 

Stephanie Chandler is the founder of Pro Publishing Services, a professional marketing and writing service specializing in electronic newsletters and powerful sales copy for websites, brochures and all of your marketing materials. Visit www.ProPublishingServices.com for details and mention Salons Unlimited magazine to receive a special discount on services.