Salon Marketing Results

Get results in YOUR salon and get them FAST, the the GLOSS System- 5 Steps To Salon Success

It is coming up to the halfway point in the year. If you havent put strategies in place now, the rest of the year will be the same as the first half.

Getting clients to your salon is not that difficult if you know how.

  • Clarity of purpose
  • A message that solves a problem
  • An experience that is desired often
  • Marketing leverage
  • Systems in place

AND

You MUST EXPECT it to happen.

Check out the testimonials here: WHAT OTHERS ARE SAYING

Check out the GLOSS System digital version here: GET CLIENTS NOW

For over 20 years in my own salons I was constantly booked out with a waiting list- how would YOU like that too? I can show you.

I here for you so reach out if you have any questions and we would love for you to join us in our community on Facebook at Nail Salon Success

To Your Success

Trish :)

Organise Your Marketing Easily

Every business needs effective marketing to get new clients in, keep them coming and to prosper as a business.

Marketing is more than just one thing in one area. To be effective it must include a range of different strategies and in many areas. If your marketing is restricted to just one or two avenues, not only will it be less effective, but it will mean a lot more work for you to get the results you want.

In my previous blog - 7-effective-marketing-ideas-for-your-salon- I show you 7 areas of marketing that I believe make up the foundations of your strategies. Are there many other ways to market your business? Yes of course and I have just shown you some here that I believe to be important.

In this blog I would like to show you how to best organise your marketing and keep track of what is effective and getting results, and what is not.

The easiest way I know of to do this is a Marketing Pie.

It will easily show you what areas you are using to market your business and it will also show you the percentage of time and resources you are investing into each area.

The first thing to do  is get yourself a piece of paper, write down the areas you are marketing in. For instance are you using fliers, local paper advertising, referral systems, facebook or other social media, word of mouth (self promotion), email marketing, networking and so forth. Whatever it is you currently are doing, write it down.

There may be areas you have forgotten about that you are using some form of marketing? Many businesses have signs up around the place, on notice boards and in other shop fronts that were put there a while ago and may have been forgotten. This is also a part of the marketing if this is you. Or perhaps a regular ad in the local free paper that you have forgotten you have?

Whatever you do to get the name of your salon out into the marketplace needs to be written down.

Now, look at the areas you are using and determine how much time and energy you are putting into each area. What do you do the most of? What do you do the least?

You can then add these items into your marketing pie. Grab another piece of paper and draw a large circle. Now it needs to be divided up into segments. You can do this very simply by drawing in the segments yourself with an approximate percentage of each marketing segment you are adding. For example if the main marketing you do is self promotion (which I highly recommend) then you would make this the largest segment with say, 30% of the pie. Then, the next area may be email marketing which might take up 10% of the pie.

The amount of marketing you do will determine how many segments you end up with. In my example, I have 7 sections which relate to 7 areas of marketing. Many salons have more and some have less. This will totally depend on your business so dont worry if its not exactly the same. Every business will be different.

Whats important is that it reflects YOUR marketing strategies.

To work out the percentage of the marketing pie your strategy takes, simply add up how many hours each one takes you per week, the costs and the energy spent on that particular area.

Self promotion is virtually free but does take time and energy and many hours per week. This is why it will  have such a large segment.

Another area such as paid advertising may be at a cost, but will take you hardly any time or energy so that would still be an important peice of the pie but a small segment.

Once you have filled in your marketing pie, step back and have a look at it.

Does it reflect your efforts in marketing? If not, make some changes to get it right.

Tracking your marketing can now be done easily and not only will you know where your results are coming from but you will easily be able to adjust your strategies to be far more efficient.

Every new client that comes to your salon MUST be asked where they heard about you. This is important. Have a system in place at the counter or near the phone and instruct all staff to ask the question. Your marketing strategies will be written here and then ticked when the customer mentions that as the lead.

Over a short period of time you will see where your leads and new customers are coming from.

This is now where your marketing pie comes to the fore.

You will SEE the effective areas and the not so effective. For example if you are using a paid advertisement and the leads from that are high- it would be well worth your while to improve on the ad, make it bigger or spend more money on it and increase leads even more. This would then become a larger section of your marketing pie.

If there is an area, say with client referral systems, that is not pulling in new clients, then this area needs to be looked at and improved as it would be obvious that even though you have it marked as a big section of the marketing pie, it is not getting the attention therefore you need to put more energy and time into it.

Tracking where your time, energy and money is going really in vital in your business. A haphazard way of doing these things will bring haphazard results.

Start to get the results you desire but thinking more strategically and putting your energy into the areas that are working and change, improve or drop the areas that are not working.

To Your Success

Trish :)

7 Effective Marketing Ideas For Your Salon

Marketing can be a fun exercise or, as it is for many, a drudgery that keeps getting put off until another day.

The way to get the most from your time, energy and money is to make sure your marketing is well leveraged and going to the right avenues. It is also vital to make sure all areas of your marketing are getting results for you.

Your business success relies on new clients coming through the doors of your salon, on a consistent basis. It also relies on the current clients returning again and again to visit your salon and use your services.

Which marketing do you choose?

Among the many and varied ways, methods and strategies you can employ to market your business, I believe there are some that need to be in the ‘foundational’ category of building clientele and keeping them long term.

If you dont let people know about your business…how will they find you?

Here are 7 of the best ways I believe you can really strategise and leverage to get clients not only coming through your doors, but staying.

1. Shameless Self Promotion

This is the biggest and most effective way to get salon clients. May I also say- I believe the easiest and mostly its free!

If you are in the salon business, you must display your work. You must be a walking billboard of services available and the results achievable. The most important advertising you can ever do is what you portray to others. If it doesnt reflect your salon, why not?

Finding time to give yourself treatments and services is a challenge for many of us. It will usually involve staying up late, staying after work, getting up early and often missing out on something else but as a business owner this must be a priority.

You could quite easily spend $5000 in the Yellow Pages phone directory and not get seen as much as you would with a simple nail art design on your fingers and toes!

Make yourself an appointment and be vigilant with this marketing strategy. It will pay off!

2. Fliers

This may seem very archaic and old fashioned however I still believe it is a very effective way to let people know about your salon business. If you are smart with the printing it can also be very economical.

Once a week I would suggest a massive flier drop in carparks and letterboxes. I would be specific and target the areas where your ideal clients are. Make the flier stand out with a short message that shows how you can solve their problem, and a call to action. Do this on a regular basis and not only will you get old clients returning, you will get a flood of new ones through your door and making inquiries. Quite often people will hold onto your flier and come even 6 months later!

3. Networking

This is something you can do for free in most cases. It is also the best way to get in front of your target audience…your ideal clients.

Work out who your ideal clients are and then find the groups and places they hang out. This could be physical locations such as play groups, movie clubs, gyms, reading groups, business groups and so forth.

Get to know people. A big no- no and warning for you though is this- dont shove your business card in peoples faces – They dont care what you do until they know who you are.

4. Client Referrals

Clients referrals would have to be the easiest way to get new clients. It can be free but in most cases will mean a reward to your loyal clients who are doing the referring! A great price to pay in my view.

When people are referred to you, they already like you and your salon. They are already ‘qualified’ as a client and it is then up to you to keep them coming and begin their referring of others.

Why would you want to be going to all the work of finding new clients when the ones you already have can either be upgraded to other services or refer their friends and colleagues? A much simpler and more effective approach in many cases so make this one a priority in your marketing strategy.

5. Business Cards

Are you handing out your business cards?

This ties in very closely with the self promotion part of your marketing. When people are becoming engaged in a conversation with you about your services and salon, listen to what they are saying (or not saying). Figure out what they are telling you their problem is and then let them know that you can solve that problem- ‘here is my card if you want to come and see me about it one day.’

Nothing pushy, no degradation of the look of the service they may currently be having, no nastiness or bad mouthing of the salon they may currently use.

Just simply let them know you are there for them if they wish to come. Easy.

6. Facebook

Facebook is a brilliant way to reach new clients through word of mouth and referral. If you havent had a business page set up yet I would suggest you do as it will be an integral part of your business marketing.

What can Facebook do for your business?

Firstly, you can offer weekly ‘facebook only’ offers which will encourage your clients to like your page and them their friends will see this too and they will come. Social buzz is a brilliant way to get new people looking at your business.

Facebook is also a big business card for you. Your details, hours, services, prices and products can all be here for visitors to see. This is great and will reach people who you normally wouldnt reach yourself in everyday life. It also allows the new clients to see a little of your personality so keep friendly and share some of yourself too.

7. Mobile Marketing

This is the new way to do your marketing and it is very quickly becoming the most effective way to reach clients, existing and new.

Just about everyone has a mobile phone these days and we have them on us nearly 24/7. Mobile marketing reaches your clients where they are looking – on their mobile devices.

Your clients can book online, see your store and purchase directly from you via their phone or mobile device, see your weekly specials, be informed of upcoming events, scroll your service menu for information on other services and most importantly- you can send notifications directly to your clients to fill empty appointment spots. Now THAT is effective marketing in my books!

 

Put these 7 areas to good use in your marketing and you will see results. There may be many other areas of promotion and advertising you use also and thats wonderful, whatever works for you but remember that if you are spending advertising dollars to get clients in, work out the ROI and if it is really worth it when there are so many other effective ways to find new clients that are relatively inexpensive or free.

If you require any assistance or more information in any of these areas please contact me.

To Your Success

Trish :)