In the wake of COVID-19 lockdown, there was a tsunami of appointments in the first few weeks and then a sharp drop in bookings after the initial flurry of committed clients caught up on their beauty needs.
The cycle of clients has started to regulate; however, it is likely that client numbers will drop away by those who have been impacted financially by the pandemic and /or those who have re-evaluated their spending due to uncertainty about the future.
Many salon owners are now considering how to future-proof their business and protect themselves from a ripple-effect in the economy or the emergence of a new crisis that would cause a significant impact to trading.
Marketing plays a key role in protecting your business so that it can withstand a crisis or the peaks and troughs of seasonal and economic fluctuations.
A Salon Marketing Plan is a fundamental pillar of your business strategy.
Ultimately, your success at developing an effective marketing plan comes down to five steps that you need to understand and master for your salon marketing to work.
Here’s an overview of each step:
Your target market is comprised of your ideal client and one way to figure out who they are is to consider their characteristics. Is the person you want to help old or young? Male or female? A corporate mum, stay at home mum or self-employed entrepreneur? What do they value? What is their disposable income? What beauty challenges are they facing? Be specific, and once you have a picture of this person in your mind, give them a name. Make it personal and use this mental image to frame your marketing messages and images.
In this step you are connecting with your ideal client (target market) to find out what their beauty challenges and needs are. You’re looking to discover what they are looking for from your salon and how you can best deliver that to them. The most effective way to connect with your target market is to carry out some market research. For example:
Once you know who your target market is and you understand their needs and wants, you can determine your point of difference. This tells your clients and prospects what’s special about you, why you are different, and why they should buy from you.
Ask yourself what’s unique to you and your salon when compared to your competition.
Once you’ve reached this step then you’ve done most of the heavy lifting and you’re in the perfect position to ‘build it and they will come’ rather than hoping you can deliver what will attract people. You are now ready to offer products and services that your clients and prospects want and you will stand out in the crowd.
Consider the following questions:
The opportunities here are limitless so be creative when brainstorming how you can provide what your clients and prospective clients are looking for and how you can set yourself apart from your competition.
By the time you’ve reached this step you’re in a very strong position to reach out to your clients and prospects with a high degree of success. You have done the work necessary to give you the greatest chance of marketing success while eliminating any need to spend extra time or money on marketing strategies and promotional tactics that simply cannot work.
There are eight essential elements to developing a promotional plan.
Developing a marketing plan for your salon can be a fun exercise and is certainly rewarding for your bottom line. Whatever your business goals, whether to grow, expand, multiply or even sell; marketing is a cornerstone pillar that if done right, will garner great results. Good luck in the creation of your marketing plan.
Be sure to get in contact with us if you have any questions, comments, thoughts or ideas that you’d like us to blog about.
Disclaimer: This website contains the opinions and ideas of Savvy Salon Marketing Ltd. The strategies outlined may not be suitable for every individual and are not guaranteed or warranted to produce any particular results. They are provided with the understanding that Savvy Salon Marketing Ltd is not engaged in rendering legal, tax, investment, insurance, financial, accounting, or professional advice. Savvy Salon Marketing Ltd strongly recommends that if the user requires any such advice or services, a competent professional should be consulted. Furthermore, this website contains information based on the research and experience of Savvy Salon Marketing Ltd. Thoughts and opinions may change. No warranty is made with respect to the accuracy or completeness of the information contained herein, and Savvy Salon Marketing Ltd specifically disclaim any responsibility for any liability, loss or risk personal or otherwise, which is incurred as a consequence, directly or indirectly, of the use and application of any of the contents of this website.
Copyright Savvy Salon Marketing Ⓒ 2019 All Rights Reserved.
Disclaimer: This website contains the opinions and ideas of Savvy Salon Marketing Ltd. The strategies outlined may not be suitable for every individual and are not guaranteed or warranted to produce any particular results. They are provided with the understanding that Savvy Salon Marketing Ltd is not engaged in rendering legal, tax, investment, insurance, financial, accounting, or professional advice. Savvy Salon Marketing Ltd strongly recommends that if the user requires any such advice or services, a competent professional should be consulted. Furthermore, this website contains information based on the research and experience of Savvy Salon Marketing Ltd. Thoughts and opinions may change. No warranty is made with respect to the accuracy or completeness of the information contained herein, and Savvy Salon Marketing Ltd specifically disclaim any responsibility for any liability, loss or risk personal or otherwise, which is incurred as a consequence, directly or indirectly, of the use and application of any of the contents of this website.
Copyright Savvy Salon Marketing Ⓒ 2019 All Rights Reserved.