Marketing Article

SELLING THE SALON

Your Salon Though The Year

We all know that marketing is an ongoing part of growing a successful business - but how much time and money should we spend?

There are many seasons and occasions you can use to promote your services. Christmas is an obvious one but you can also maximise your revenue throughout the year.

Mothering Sunday, the holiday season, birthdays, weddings and anniversaries provide many great opportunities to sell your services and get new customers through the door.  If you would like a list of possible ideas, see below.  Highlight the campaigns you intend to design and get prepared.  Note in your diary when each promotion is due, and at least two months before make the arrangements and source any required items.  Aim to display your promotion about two or three weeks before the date it is due, to give your customers and passing trade ample time to consider the idea and make their booking or purchase. Set aside an annual budget for your marketing.  Break it down into 12 months to calculate an approximate amount to spend.  Every budget will be different and will depend on the size of your business, your finances, your clientele and your premises.  Be flexible - what is not spent one month can be put towards another more expensive campaign.
 
Remember to keep promotional items in pristine condition so you can revamp the promotion and use them again.  Make sure you record the responses from each promotion in terms of revenue, customer base and retail sales.  This is vital so you know which promotions work for you!
 
Try to make your marketing as enjoyable as possible. Have fun with it!  You'll get more out if it and the results will spur you on to bigger and better campaigns.  Don't look at it as an unnecessary chore - good marketing and promotional campaigns will significantly improve your business performance, increase your customer base and raise the awareness of your company.
 
If you are lucky enough to have a window area, create a showpiece for each promotion.  Use large posters to show your clients the treatments they can receive.  Display signs to highlight the great value for money you offer.  Choose a colour that evokes the theme you are trying to create and use this in your design: red or gold for Christmas, yellow and pink for Mothers Day, red for Valentines Day, etc.  Soft drapes can finish off a window display, look stunning and are in expensive.  Compliment your display within the salon by using matching stationery, and creating leaflets about your special promotion or offer.
 
Mobile therapist?  You too should be taking time to market and promote your business.  Just because you don't have a premises to work from doesn't mean you should forget about your presentation.  Use your vehicle to advertise your services.  Create leaflets outlining your promotions and leave one with each client you visit.   You have less opportunity to impress your clients - so make every visit count.  Use professional salon stationery to leave a good impression and create the right image.  Give your regular clients a small gift or card for Christmas as a way of thanking them for their custom.  These little extras go a long way. 
 
With just a little thought and preparation you can really make some memorable displays and boost your business.  And where better than to start, but with Christmas - so get busy - only a few more weeks to go!
    
Send us a photograph of your salon promotions and window displays.  The one that we like the most will win some FREE marketing material and a 3t marketing plan.
 

JANUARY / FEBRUARY

Out with the Old and In with the New
New Year – New Image – New You
Banish the Winter Blues and treat yourself to a XXXXX
Valentines Day:  Go On Treat yourself, He’s worth it!              
                                Get in her Goods Books – Give her a New Look – Gift Vouchers   
 
MARCH / APRIL
Put the ‘Spring’ back in your step – Springtime Pedicures
Mothering Sunday: Mothers Day Makeovers - Gift Vouchers
Spring Weddings – Bridal / Wedding Service Available
April Fools:  Don’t be an April Fool – Take advantage of our Special Offer ‘XXX’
 

MAY / JUNE

Wedding Season – Book A Wedding Package before XX and enjoy a FREE XX
Get Set for Summer: Summer Bonanza –- the ultimate Beach Babe Look
                                   Tanning / Waxing Package – Ready, Set – Glow!
                                   Manicure / Pedicure Package – From Tip to Toe!
                                   Facial / Massage Package – Cleanse, Detox ‘n’ De-stress
 

JULY / AUGUST

Holiday Season:    Funky Nail Art – Fingers ‘n’ Toes
                                Too Hot to Handle – Cool Down with a Refreshing Spa
Wedding Season:  Bride of the Year Competition – Win a Magnum of Champagne
                                Hen Parties / Girls Night In ~ Fabulous Fun - Delicious Discounts
                                Male Manicures – Is your Groom – Well Groomed?
 
 

SEPTEMBER / OCTOBER 

Back to Work Blues: Top up That Tan – Special Discounts
                                   Manicure Madness – 25% off
Halloween Party:      Freaky Nail Art – Half Price Nail Jewels and Cuffs
Release Your Inner Goddess ~ Head to Toe inclusive packages
 
 
NOVEMBER / DECEMBER
Christmas Season:  Present Perfect – Gift Vouchers
    Treat someone you love to something special
    Party Time!
 
 Good Luck!

 

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