|SALON ADVERTISING AND MARKETING |
ADVERTISING vs. MARKETING
Yes, there is a difference!
ADVERTISE - to describe or praise publicly, usually so as to promote sales.
MARKETING - the total of activities involved in the moving of goods from the producer to the consumer, including selling, advertising, etc.
Advertising and Marketing are the two ways to promote and brand your business. Advertising is what you do "outside" to bring people in. Marketing is what you do "inside" to bring people in.
"Think of the differences as if you were looking at a clock. When you look at the outside you see the hands and the face of the clock, that's the advertising. It is showing off what a clock can do. When you take apart the clock and look at all the different parts on the inside the clock, making that clock tick, that's the marketing. It drives the "outside" look. Everything works together to make it all one clock." Alli Barnes, TSC Account Executive.
Not sure how you want to promote your business. Radio vs. Newspaper. Internet vs. Billboard. Decisions, Decisions, Decisions. It can be extremely confusing. We know that and want to assist you with those choices. Let us show you a few simple advertising and marketing approaches and watch your client base increase.
Depending on your area, newspaper advertising can be either good or bad. Due to the popularity of internet search engines, people are now getting the information they want instantly. Very rare is the person who sits down with a newspaper to read over their morning coffee. They now sit down at their computer. With the popularity of the internet, most printed newspapers saw a decrease in circulation, some by as much as 40%. However, some smaller more rural communities have not seen the decrease that other major papers have experienced. As a matter of fact, some areas saw an increase in circulation of daily papers and an even larger increase in weekly periodicals.
So what does this mean for you? Simple, contact your local newspaper and find out what local circulation is. If circulation in your area is 50% of the area population or more, consider placing a small ad in the paper, advertising a sale or special. Calculate what your return on investment is. If it is over 20%, then continue to place small ads and coupons in the local paper. If not, then look at other avenues of marketing.
Again, if you are in a larger area that supports a local magazine, offer to write opinion articles about the latest styles and trends for hair, makeup and nails. Include some type of incentive or discount for people who mention the article. Partner with a clothing boutique and write an article about a "total look" for a special occasion, back to school, etc. Have a feature article written about your salon. Some magazines, especially trade magazines, have a business spotlight section.
Again, depending on your area this could either be good or bad. If your salon is located off a main road and there is plenty of traffic throughout the day, then a billboard may be a benefit. If not, then you may want to think of alternative advertising strategies. Billboards are very expensive. Again, weigh the cost versus the impact.
ON SCREEN ADVERTISING
On screen advertising is the fastest growing form of advertising. Why? Because, no matter how bad the economy is, people still go to the movies. There are many different types of ads for on screen: billboard (your picture, name and logo on screen for 15 seconds with a music background), talking billboard (your picture, name and logo with a full voice over background), full motion (think full video tv commercial on the areas biggest tv) and graphic motion (again a commercial but with pictures that zoom in and out). Check with your local movie theater to find out if it's available and who to contact.
In today's day and age, any type of internet marketing would be beneficial. Social Media is one of the most popular ways to market your salon. Get a Facebook page; let current clients become a "fan" of your page. This will directly link you to the majority of your clients "friends". Along with having them as friends you can post deals on your facebook page, FREE ADVERTISING, and if your clients see it on their page, some will post on their page about going to your salon for this great deal, before you know it more and more will come.
Twitter has become all the rage for younger people. Go on and "Tweet" about specials at your salon. The same idea as facebook, if one sees it and mentions it more and more will see it! With sites such as MySpace and you tube, you can post videos of yourself and your staff doing amazing makeovers!! It's all right there at your fingertips!
If you don't already have a website, well..GET ONE!! Marketing today is done mainly over the internet. The studies have shown that over 56% of people preshop on the internet before ever stepping foot in a new store, salon, service center, etc. The great thing about a website is you can offer "Web only" deals. Post specials, introduce new employees, give directions, show home maintenance products, list proper usage and demonstrate styling tips and trends. The possibilities are endless. We recommend getting several estimates from different web site designers. Find someone who will not only step you through the process but will show you how to update it yourself. As with social networking sites, you can post pictures and videos of your work.
Direct mail is a wonderful marketing tool. You can be more selective as to who receives your mailing. There are companies that specialize in putting together direct mail marketing pieces and these generally are a more cost effective way of promoting your business. Postcard size mailings introducing new staff, a basic promotion or open house, generally reach more people than newspaper ads. Check with your local post office or mail center regarding bulk mail prices and procedures.
If you have not already, sponsoring a community event or sports team is a great way to market yourself. This shows the people attending such events that you are a kid and community loving establishment. Think about it this way. NASCAR!!! Racing events are categorically the only sporting event EVER sold out, every event. With the exception of the Super Bowl, more money is spent by the sponsors to get their name and logo spotted than any other way. And apparently, it's worth it! NASCAR fans are extremely loyal when it comes to the brands they purchase. If it's not on a car, they don't buy it!
WORD OF MOUTH
This is by far the most powerful and economical way of marketing your business. When a client is happy with the services they receive. they tell everyone. By the same token, if they are NOT happy, they tell everyone. Every single client that walks out of your door is a walking billboard. So.make sure they are happy!! Offer an incentive to your clients for their referral. (See our section under "Salon Client Incentives", for some ideas.) Never forget that they are the reason you get a paycheck!
Buddy up!! Work with another local business to cross market with you. In other words, pick a coffee shop, fitness center, video store, candy shop, clothing boutique, shoe store, florist or book store. Offer to display something that they sell if they will do the same for you. A great example is to put travel size cans of hairspray (with your business card attached) in the bathroom of a local coffee shop. In turn, prepare some of their special blend coffee in the salon for your clients to sample and give them a business card or brochure for the coffee shop. In today's economy, advertising is expensive. This again gives a great way to get your name out and the products that you carry, without breaking the bank!
Using a flyer to advertise an upcoming promotion is another good way to get your name out. Check with other area businesses about posting your flyer. Just remember, if they let you, they may want the favor returned at some point.
Another fun idea is to partner with several businesses to put together gift baskets, and distribute them to new families in the community. Think Welcome Wagon!