Home' INSTYLE Magazine : INSTYLE MAYJUN 2016 Contents I
t’ll be the end of the year before you know
it and it’s going to be hard to put time
aside to think up some fresh marketing
ideas that will bring clients through your
salon door. So, we’re going to give you
6 of our best salon marketing ideas (one
for each month leading up until 2017). That
means you can cut straight to the fun part
and start putting them into action and be
able to avoid last minute marketing panic!
Last minute marketing campaigns usually
result in poorly thought-out promotions
costing time and money for zero return.
While seasons and public holidays are
generally at the heart of a salon marketing
calendar, we’ve decided to give you ideas
that could work year round. When done
right, salon promotions will generate a
steady flow of clients over the year, and
your salon will remain ‘top of mind.’
PARTNER UP WITH LOCAL
Partnerships are good for business. Big
businesses have always known this - like
Nike making shoes that talk to your iPhone.
Partnerships can work just as well for small
businesses. Who could be a good fit with
your salon? What ser vice is a natural
add-on to yours? It could be as simple as
knowing local wedding planners and nail
bars and building a joint offer for brides.
Birthdays are meant to be celebrated!
As a small business owner or manager,
it’s important to keep your clients engaged
while providing them with an incentive to
visit your salon, or at the very least, have
some ‘good feelings’ about your business.
Here’s two ideas worth celebrating:
w Using salon software it’s easy to automate
the sending of birthday emails or texts to
clients. Include messaging about a free
gift that will get them back in the chair
and let them know you care.
w Setting up Facebook ads is easy, and
powerful. Did you know you can run a
Facebook ad that specifically targets
users whose Birthday is within just one
week? It’s the perfect time to remind
them of your custom.
GROW RETAIL SALES
A fantastic way to boost retail sales is to
throw a product party - especially if you’ve
got some exciting new products in store.
Invite your staff and their clients to an
after-hours get together at the salon, and
throw a little cocktail hour and talk through
some of your best retail products. Make
sure there’s something in it for them too. It ’s
simple enough to put together gift bags
with product samples without spending too
much. Going forward, your clients will be
more likely to purchase the products you’ve
demonstrated, increasing average spend!
START A CLIENT REFERRAL
Referral programs work - we’ve seen some
great examples. But we’ve also seen some
that don’t quite hit the mark. There are a
few things to keep in mind before you kick
off your referral marketing program, so yours
is a winning one:
w It’s got to be a team effort, so make sure
you explain the benefits and details.
A referral program will bring in new
clients who will be requesting specific
staff members - it ’s a great testament to
w Both the referrer and referee need to
get something out of it. Whether it’s $15
off the next ser vice or a free treatment,
make it compelling enough for both sides
to take action.
w All promotional materials should be on
brand - first impressions count.
w Good things take time. You’re not going
to see success from the get go, but you
can be almost certain that the referred
clients are going to want to stick around.
FOLLOW UP WITH LAPSED
All’s not lost. You can win people back.
You’ve just got to let them know you’re still
there, and what they’re missing out on. Run
a report on those clients you haven’t seen in
the last 6 months. Send out a one-off email
campaign promoting all the great things that
have changed in your salon, including new
staff, styles, and specials. Make the message
personal, friendly and understanding.
REDUCE YOUR REVISIT PERIOD
The regularity of your client visit rate
has a huge impact on how busy your
appointment book looks overall. Just a small
improvement will make a substantial impact
on the success of your business. Once
you’re familiar with your average client visit
rate (the average number of times per year
a client returns for an appointment) you’ll
start to have an idea of the ‘golden’ visit
rate your salon should shoot for. Let’s say
you decide you’d like your clients to see
you, on average, every seven weeks. Open
your appointment book to seven weeks ago
from today and look at all the clients on
that page. How many have come back or
rebooked? Hopefully all of them! But if not,
sending an email or text message reminder
to your clients that haven’t come in for a
while is a gentle way to stay in mind and
remind them to book.
Andrus Nomm is the Marketing Manager at
Kitomba Salon & Spa Software, Australia’s
fastest growing salon and spa software
provider. To learn more about Kitomba,
visit www.kitomba.com or call 1800 161 101.
With time moving faster than we can
keep grasp of, we reveal some ways
to ensure 6 months of successful
marketing, writes Andrus Nomm.
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