Salons should be promoted regularly to stay relevant to consumers.
There are many ways for hairstylists to market their services or to promote a salon. Everything from eye-catching business cards and brochures to seasonal cards and gift certificates will get the business name out there and to the public. Every salon should have its own color theme, logo and slogan, but marketing a business goes well beyond the basics.
Promotions
Promotional marketing, from giveaways to money-saving specials and discounts will entice clients to give a salon a try. The more promotions that are run, the more the salon's name will be heard and circulated. Often, the money spent on a promotion is more than made up for by the number of new customers it attracts. Promotions can include giving discounts on new haircare products or offering package deals, such as a free manicure when customers have their hair cut and colored.
Seasonal Specials
A great way to time a salon's new marketing pitch is to coordinate with the seasons. At the start of each new season, the salon can come up with a new marketing plan, changing the brochures and updating the website. Promotions can also be seasonally themed. For example, discounts on highlighting can be offered during the first two weeks of spring, when many women like to lighten their hair. Christmas greeting cards can be sent out that include a coupon on the back for professional hairstyling during the holiday season, when many people are heading to parties.
Incentives
Offering specific incentives year-round will stick with customers. Incentives are similar to promotions, except they are continual. For example, always give a small specialty conditioner designed for colored hair with every hair coloring or highlight job. This will rate well with clients who love receiving things for free, and it will increase the salon's chances of selling haircare products. If clients like what they are sampling, they may purchase their own larger bottle of product.
Networking
While every salon wants to attract new customers, it is just as important to stay in contact with current and repeat customers. Be sure to touch base and always stay in the front of customers' minds by sending out regular mailings, such as reminders of when a haircut is coming up or a feed-back postcard to ensure that a client was happy with the service they received. Repeat customers can also be treated to discounts and coupons intended specifically for them.
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