Market Like A New Salon – Even When You’re Not!!
When salons first open their doors, they market aggressively using guerilla warfare to get new clients in the door. They may not know it – but they do it none the less. So, what is “guerilla warfare”? Well, if you look it up under Wikipedia it says the following: “the unconventional warfare and combat in which a small group of combatants use mobile tactics in the form of ambushes and raids to combat a larger and less mobile formal army”.
A good example of this was when this country was founded. The Americans used “guerilla warfare” against the British and won the revolutionary war. Well, whether we like it or not, we’re in a war as well. Although our enemies are not the Brits this time, it’s other salons, other distractions, client complacency, and the lousy economy.
So why do salon owners, who use “guerilla warfare” successfully at the outset, abandon the practice once they open their doors?
I think it may be that we have this preconcieved notion that once the salon has been open for a while – we cannot use simple marketing ideas anymore. Well, I’m here to tell you that you should be using these tactics at least a few times throughout the year – even if your salon has been around for the last 20 years! Let me give you an example:
Remember, the simple flyer? You know, that thing you used to use when you didn’t have any money to market your business? Well, guess what? It still works even though you’re not using it. You should be using a flyer at least a few times a year to promote your business. And there are a few rules that you should be using to maximize the effectiveness of the flyers.
Rule #1: The flyer should have more than one coupon on it. In other words, if you’re a day spa and you offer hair services, nail services, etc. You should have a flyer with maybe 6 coupons on it (1 promoting a hair service, 1 promoting a facial, 1 promoting a free manicure w/pedicure, etc.). If you’re just a hair salon, maybe you can promote waxing as well, or hair extensions.
Rule #2: The flyer should be distributed where your “ideal” clients might congregate. So, if you’re catering to affluent women between the ages of 30 and 45 – maybe you distribute the flyers at a Whole Foods market. If you’re going for a younger crowd – maybe you distribute the flyers at a gym parking lot. In other words, be specific in choosing your target audience.
Rule #3: Don’t be cheap with the offer. Remember these are “new” clients that would not go to your salon if they didn’t get the flyer. Give them a good reason to go to your salon.
Rule #4: Make sure you put on the coupons that this is for “first-time” clients only. There is no need to cannibalize your existing business to attract new clients.
Oh, one last thing to remember, offers and deals are only good when people actually “see” them. Flyers are effective because they’re put on people’s cars (usually) and the person is forced to look at the offer. If you go into a business and the owner places the flyers at the front desk – it will likely not be as effective.
Remember, it’s war out there! Don’t worry if a few people complain. Develop a thick skin and do everything you can to promote your business. Develop a habit of putting together a new flyer every quarter. Sometimes, old marketing works just fine in this age of technology.
Best regards, Steve Sampson
HairMax Salon Software is a product designed to be the best investment your salon has ever made. It is not only the easiest and most powerful salon management software on the market. It is from a company dedicated to becoming the ultimate VALUE source to the industry.
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