Which little piggy are you: do you go to market or do you stay home and have roast beef? This is probably the most important aspect of any business, and yet, most salon owners neglect to develop any kind of a marketing strategy. Along the similar lines of, “if a tree falls in the forest, does it make a sound,” is true of our business. If a stylist doesn’t have any clients in the chair, are they still a stylist? As a salon owner, what are you doing to put clients in your chairs?
Traditional Marketing is Not Enough
It used to be that the marketing strategy of a salon was to put a sandwich board on the street to try and entice clients into the salon. Don’t get me wrong; a sandwich board can still be useful on the street but as your ONLY tool in today’s market place it just isn’t good enough! Unless all you are hoping for is the walk-by traffic that happens to pass by. In which case, you are leaving the decision of whether or not you are going to have a profitable salon up to that passing customer! Today’s consumer and potential client is sophisticated and market savvy. Capturing their business is a whole new ball game!
Getting Clients to our Chairs Requires Marketing Strategy
Marketing is the process by which we determine who our customer is, how we are going to satisfy their needs, and how we are going to maintain a long-term relationship with them. Marketing, as a business tool, comprises what is called the seven ‘P’s: Product, Price, Place, Promotion, People, Position, and Packaging. Developing this strategy means a shift in the perception of your business. Rather than focus on the latest hair and beauty trends, make the shift to studying your clients’ wants and needs to make your salon profitable.
A Part of Marketing Strategy Development is Understanding the Client
Understanding how your client makes decisions can go a long way to helping you develop a strategy for your salon. Do you know who your client is? Do you know what they are purchasing this year? Do you know why they chose your salon for their beauty needs? We really need to study our clients to determine where we want to go with our marketing.
Advertising is simply one of the components of a viable marketing campaign. In the past, salon owners have relied on sandwich boards, Yellow pages, newspapers and magazines to get the word out about their salon. But that is sort of like throwing a bunch of stuff at a wall and seeing what sticks. Before you decide on an advertising campaign, you need to understand who your client is, and that is part of the marketing component of your business.
And what are you doing to sustain a competitive advantage in the market place? What is your Unique Selling Proposition in your community? Why would I choose your salon over the one down the street? Here’s the catch; it should be the very first thing we do! Don’t panic! If you haven’t got your marketing strategies in place, it is never too late to start. And now is the perfect time; a great way to start 2018!