One of the most important elements in having a successful and profitable beauty salon is creating an appropriate and effective advertising strategy. Unfortunately, many salon owners learn how to advertise through trial and error, which is often costly and inefficient. By developing appropriate advertising strategies and strategically promoting your business, you can significantly grow your salon business.
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Part 1 of 2: Developing an Advertising Strategy
Step 1. Determine your budget
Placing ads in various media during busy times will help you reach hundreds of new potential customers. Determine your media budget before purchasing advertising services to determine the potential return on investment and prevent you from wasting your capital.
- Consider advertising off the internet with print, radio, or television ads that will reach a customer base that the internet doesn't reach.
- Radio or television commercials are quite expensive so they are more suitable for large salons. One of the advantages of using radio or television advertising is that businesses can reach a wider base of potential customers.
- Use your budget to create ads that you can read, listen to or watch within about 30 km of the salon location.
- Create a budget that allows you to spread your ads during the busiest times of the year, such as Christmas or Mother's Day.
Step 2. Find your customer profile
We recommend targeting certain markets as advertising targets. Knowing your customer profile will help you advertise your business successfully and effectively.
To create a customer profile, consider the salon's geographic location, gender, average income level, marital status, education level, and hobbies and interests
Step 3. Create your brand
Choose a salon name, logo and design that appeals to your target market. This will help build an identity and possibly create a connection between you and a potential client or customer.
- Consider elements such as color schemes, names, and design features.
- Think about the location of the business and tailor it to your brand. Is the salon located in a tourism area or an urban area?
- Take note of the secrets of successful businesses in your area and take their ideas down while keeping your brand unique and memorable compared to your competitors.
- You and your staff are part of the brand so be sure to market your skills and talents.
- Deciding on catchy slogans to include in print ads or business cards, uniforms, and staff email signatures can help build your brand. for example, if a salon promotes energy-based treatments, your slogan might be something like “natural energy, natural beauty.”
Step 4. Use an advertising or design agency to create your ad
Once you have defined the basic parameters of your ad, create content from your ad. You can design your own ads or use the services of an advertising agency, which helps maximize your campaign.
- If you decide on a professional service, meet several different advertising agencies to find the one that fits your needs and wants.
- Advertising agencies can design your website or find the right person for you.
- If you decide to design your own ads and website, look for local business ads to help you design your own ads. We recommend that your ad is simple, easy to identify, and attracts clients and potential customers.
Step 5. Design your print and voice ads
Ads are often the first impression of your prospect so it's a good idea to create print and radio ads to attract customers. Ads should be concise and simple so that they can attract a large number of potential customers.
- Design your ad to complement your brand. Use similar colors and design schemes so clients and potential customers can associate them with your salon.
- Include the name of the salon, your specialty, and any offers or discounts the salon provides. Information should be short and concise so that it is easy for site visitors to remember.
Step 6. Design your beauty salon website
Your website should represent the impression that clients will enjoy at the salon. The appearance of the salon website must be professional because it will be able to attract new customers and maintain the loyalty of old customers.
- The site design should match the brand and reflect the feeling clients will have upon entering your salon: perhaps, the feel is calm and peaceful, or it may be cheerful and full of energy.
- Include sections of the page regarding various services, hairdressers (and their experience and talents), price lists for products sold, and all offers.
- Structure the website so that search engines can easily find the location and bring potential customers to the salon.
- Include location details, phone number, business hours, and email address on your salon website.
- Include other aspects of your business, such as the salon environment and facilities provided, such as free coffee or Wi-Fi.
- Use the help of examples (templates) on the internet and set them according to your needs.
Part 2 of 2: Promoting Your Salon
Step 1. Provide warranty on your products and services
Guarantee the quality of your products and services. If you believe your salon's products and services will satisfy customers, provide a guarantee so that potential customers are interested in trying and old customers remain loyal.
Step 2. Buy advertising services in various media
We recommend that you attract the widest potential customer base for your salon. Purchasing advertising services in various media, such as newspapers, television, radio, or websites can help improve your business.
- Make sure the ads paid for according to the needs and budgets prepared in advance
- Organize media coverage based on your location. For example, it's a good idea to place your ad in a local newspaper with a wider circulation than in a news journal specifically created for your city.
Step 3. Promote through social media
Many people receive information from social media accounts. Create Facebook, Instagram, and Twitter accounts to promote your salon and the services it offers.
- Post special announcements or events your salon is hosting.
- Upload customer photos and use hashtags to increase the popularity of your salon.
- Offer discounts to customers who leave reviews.
- If you get bad reviews, listen to complaints from dissatisfied customers and try to fix them.
- Interact with customers regularly.
Step 4. Write a monthly or quarterly newsletter
Keeping in touch with your target market via email or regular mail will maintain your customer retention. It can also direct new and existing customers to your social media accounts or salon locations.
For example, you can write a bi-monthly newsletter. However, make sure the information and offers provided are concise and minimalistic
Step 5. Make offers to potential and existing customers
Provide clients with special offers or discounts that do not reduce profits. Providing incentives can invite customers to come or return to your salon.
- Think of something that is inexpensive, but can attract new customers effectively. For example, offer hair care products or free manicure on birthdays. You can offer a discount for the first client on a sluggish business day.
- Christmas is a time when everyone is looking for deals and discounts. You can take advantage of Christmas by giving Christmas cards and special discounts for customers. This will help attract new and existing customers.
Step 6. Encourage referrals from clients
Beauty salons rely heavily on word of mouth promotion. Train employees how to build a customer community through customer referrals and relationships. Give discounts or upgrades on their next visit to clients who promote the salon to their friends.
- Make sure you include on your business cards, media sites and advertisements that clients can “friend” you on social media sites. List the benefits of being friends with your beauty salon and consider combining them with sweepstakes and daily offers that are only visible through your salon's social media.
- Develop an incentive program to earn referrals. For example, you could run a contest for clients who managed to bring in a lot of new customers to win a free salon service.
Step 7. Cooperate with other businesses
Use other businesses to advertise your salon. You can create a system so that other local businesses display your business card in their offices and vice versa.
- You may also consider running promotions with other businesses. For example, you and a local restaurant can offer discounts on visits to each other's businesses.
- Hold special events with other businesses to reduce costs. You can sponsor charity events with business partners to help attract clients to participating companies.
Step 8. Cooperate with national-class brands
Partnering with a brand that is big and well-known both nationally and internationally can also bring in customers. This can increase your salon exposure through a variety of media.
For example, if you sell a specific product, make sure the partner company puts your salon's name under the phrase "available at the following salons."
Step 9. Sell your branded merchandise
Selling some branded merchandise such as clothing or everyday items such as combs or brushes will increase the exposure of businesses in your area. Make sure you stock these products in small quantities until they prove to be selling well.
