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Taking content from your Research and finding the most effective form of Advertising for you.
Your research has shown you what you have to offer, with this complete you should know or have a general understanding of why: customers continue to come to your salon, what captures your client’s attention, and what gives you a competitive edge over other salons. This is what you want to share with your audience, provided are some ways to do this.
Remember: Advertising is about being smart; it’s about utilizing what already works well around you and allowing it to appeal to others who hadn’t thought of coming to your salon previously and, evoking a sense of pride (if you will) in the clients that already do.
Main and Inexpensive Ways to Advertise:
1. Word of Mouth Advertising is the cheapest and most effective form of advertising for a salon. It should be main priority for the stylists at your salon to make sure that customers always leave satisfied. (Look at a customers expression when they leave, are they pleased, do they look happy?) Further, we know most women love to chat, especially when something is good, or the opposite, terrible. Make an effort to forge a bond with your customers, and show your appreciation of them as a client, let them know there is an incentive for them bring their friends to you –provide them with a discount off of their next appointment, or give them a free bottle of hairspray. A key reason that this is the most successful form of advertising depends heavily on what the potential customer see’s and in turn places her trust in, when a client is providing a testimonial for how great her stylist is, and she looks great the potential customer will translate that into a guarantee of quality that she will receive also.
2. Participating in Community Events is good for your heart but is also good for your business. Its free advertising that gets your name out there and also provides your community with the sense that you give back. People seek things they identify with, be it personality, professionalism or even an underdog –the more involved you get and, the firmer you are rooted in the community the more likely the community will lend their support to you, especially if you provide the highest quality service around. Rally behind a cause, and watch others rally behind you.
3. Media is a wonderful outlet to help you get word out about your salon, to people who may not hear about it otherwise, for example people outside of your advertising range. However, utilizing media often intimidates the small business owner because they think in order for it to be effective they will have to launch a full scale attack on all circuits. This is false. It is true that this does cost a few coins, but it doesn’t have to be outrageous. The internet is a fantastic place to start, nowadays we use it for everything including ordering a kitchen sink and the plumber to come fix it, but for whatever reason salon owners still don’t make their salons websites. Launch a website, allow people to request appointments, write testimonials, provide your business hours and info about your staff, maybe even start an online contest for a hair care gift basket. Place a poster informing your clients of your site in a readily available area in your salon, or even make a banner to place in the window of your salon. This will attract the attention of passers by and heighten their sense of curiosity about your business. Take your website a step further, by emailing your clients a small flyer every few months advertising news from the salon. If your budget allows print newspaper ads, and make salon brochures and even place an ad on your local cable TV and radio advertising. Remember when doing so be clear and concise, elaborate on your salons competitive edge.
For the largest success combine traditional methods of advertising with something a little more risky. You know who your target market is, search for opportunities that reach as many potential new customers as possible. It’s about bringing the people YOU want into your salon. Don’t advertise at an old folk’s home if you don’t want to be setting perms. Think, Plan, Act, and keep tabs on the results. |
