Some of your best promotional opportunities lie with some of the businesses around you. Together, you can capture the attention of potential new clients, wow them into loyalty, and leap over tall buildings—or at least conquer budget constraints.
One thing is for sure. Clients have options. In most major metropolitan areas around the world, clients have a plethora of options for hair care and grooming services. Then you may ask, why do many clients say that they don’t know where to get there hair done?
Many clients consider many of the businesses that they walk or drive by as only viable “backup” options.
"If you are an owner striving to for more consistent income, you need most of your clients to view you as their #1 option."
Target Existing Clientele
Businesses know that their existing customers are their best customers. Hair salons should not overlook opportunities to advertise to existing clients--through e-newsletters, for example. By staying in close contact with this group and offering them specials, early information about new products and personalized tips for hair care and new styles, salons can cement relationships and encourage not only repeat sales, but referrals as well.
Pick a Segment
Salons may decide to appeal to a very young demographic--girls in their early teens, for instance--and design services and communication specifically to appeal to this group. Men may be another potential target market. Salons that develop the reputation for serving men, and only men, may draw those who are hesitant to get services in a mixed-sex environment.
Social media advertising offers hair salons the opportunity to build relationships with people who may be existing or potential clients and to stay in front of them. Offering specials online through contests can be a way to draw people to a social media site, as can be frequent updates with tips on hair care or the latest information on new styles.
Offer a higher level of treatment.
Offer scalp massage as an upgrade. A salon owner previously told us he made more tips from this little add-on service than stylists were making from their core service.
Focus on social media.
Post pictures of your work to your salon’s Facebook, Instagram, Pinterest, and Twitter pages. Engage with fans and provide exclusive deals to those who follow you on social media avenues.
Boost online reviews.
Ask your VIP clients to leave you a review online. At least 70% of potential clients search for online reviews before trying out a new salon.
This concept is pretty simple. People search for salons on Google, in your local market, and you pay for them to click on your ad. They head over to your website, and fill out a contact form or call you. That’s a lead.
Run a contest.
This type of promotion can work best on your Facebook page. Run a contest such as: “First 1,000 people to like and share our page will be entered to win a free salon service package valued at $200. One lucky winner will be announced on Friday.” Many businesses have done this effectively.
ALWAYS! Generate local publicity.
Get to know a writer or journalist from your local newspaper and have them write a compelling story about your salon.
Build joint ventures.
Team up with another related business that can refer your services, as you can do the same for them. It’s a winning and mutual relationship.
Remarket to old clients.
Did a past client stop coming in? If they have not been in to your salon for at least 6 months, send them a flyer to have them come back.
Have your salon software send clients a text message with your daily or weekly promotion. This is underrated and can be really effective. Just collect the client’s phone number and send a special offer.
Create a loyalty program.
Give clients tier system for trying out a new service or referring another guest. The tier system can be converted to cash. It’ll keep the clients coming back!
You have now taken the first step towards your journey to salon marketing. Put these powerful tips into action, and watch your hard work turn into solid relationships, paying (and happy) clients, and increased revenue!