How to Attract Affluent Clientele – Cheaply.

I want to talk to you about a little known method of advertising that targets more affluent clients.  Typically, the affluent client will spend more each year in your salon  (although this is not always the case).

Salon owners are always trying to find new approaches when it comes to attracting these clients.  There is a marketing principle that states “It usually takes the same amount of effort to attract a buyer who spends $200 per year as it does to attract a client who spends $1000 per year”.  The problem lies in knowing just where to find the affluent buyers.

One of the best ways to do this is thru advertising in the booklets that people get during plays, operas, and charity events.  The more local the event is to your salon…the better.  Many times, full-page ads can be purchased for as little as a few hundred dollars.  And by now, you realize that just obtaining one quality client can more than pay for the advertisement.

Check to see whether or not you can advertise on the inside cover or the back of the program (booklet).  These are high visibility areas that you may be able to take advantage of for very short money.  

You should also look at sponsoring “Charity” events.  Again, if there is a program or booklet that is being handed out to participants – look to advertise in these materials.  Many people that go to these events believe in the principle of reciprocity.  Therefore, they are much more likely to frequent the businesses that are giving to their particular charity.          

You should also investigate whether giving away Gift Cards to the charity is a possibility.  Gift Cards and Packages are great things to donate to charities that are holding a “silent auction”.  You can write them off and you have the very real possibility of getting a new affluent client with the gift.  

Bottom Line:  It doesn’t take a lot of money to market to the affluent.  It only takes some creativity and your ability to find out what they attend on a regular basis.

Dedicated To Multiplying Your Profits,

Steve Sampson


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