First, you must learn where to market and advertise your
salon. I feel it is important to advertise on a variety of sources because of
the diversity of guests. They don’t all function the same way. I use both
internet and print sources to target all generations. Some sources of print
include local area publication such as “Lake Mary Life” and “Lifestyle” which
are local publications in my area. Look for a reputable source in your area if
they are available.
Furthermore, the internet is just as important if not more
important with the development of social media. It is one of the largest FREE
marketing sources for a business. We use social media (Facebook, twitter,
Instagram) along with the Salon Ratay website (http://salonratay.com/)
to reach the internet audience. Your salon’s website needs to speak about what
your image is like and how the brand experience will be in your salon. It all
comes down to the details because that is what really makes a first impression.
For example, I also have a simple clickable logo on the website’s homepage with
a promotion specifically for new guests only because, remember, most people on
your website are going to be inquiring potential clients. One online advertising
experience I had that did not work was using the “Google Ad Click”. I had less
than a 2% return, and you had to pay every time someone would click the link.
That type of advertisement definitely did not work for Salon Ratay! I also
would like to touch on the use of “Groupon”. In my eyes groupons are for the “one
timers”, the people that are only interested in a deal and don’t usually come
back. That is why I have never chosen to advertise my salon on “Groupon”
because those aren't the clientele we look for. Salon Ratay is a destination
not a location.
In addition to advertising for new clients, it is also
important to continue to encourage current guests to return. We have a loyalty program
at Salon Ratay in which guests earn reward points on each a la carte service
they receive, and once they reach a certain amount of points they are awarded
with $10 off any retail products bought in the salon. I feel this system shows
our appreciation and gratitude to returning guests for their loyalty and
commitment to their service provider and Salon Ratay, and also helps increase
the sales of retail. Another way we market for new guests at the salon is
through our referral card program. Referral Cards are given out by every
service provider to every guest they see. How they work is if the existing
guest refers a new guest with the card to the colorist or designer in to the
salon they receive $20 off their first service, as well as, the existing guest
also will receive $20 off their future service. I believe for Salon Ratay the
referral card program is the number one way to build business. This past year
we received our highest return in nine years on the cards; we received a 56%
return of new guests, and the best part about this type of advertising is it is
at no expense!
In conclusion, when creating a marketing strategy for your
business it is vital that your staff is on the same page as well. Both you and
your staff should monitor frequently how well each advertisement or promotion
worked or did not work. This ensures you will continue to improve and adjust
your marketing program and strategies to secure continual growth of your
business.
