marketing - successful salons · marketing is determining the needs and wants of your clients and...

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Successful Salons Academy — Marketing

MARKETING OVERVIEW

WHAT IS MARKETING?

What exactly is marketing and why is it important?

Marketing is everything you do to place your product or service in the hands of potential clients. Marketing is determining the needs and wants of your clients and being able to deliver services and products that satisfy those needs and wants.

Marketing includes:

• Sales

• Public Relations

• Pricing

• Customer Service

• Decor

• Location

S.H. Simmons uses this anecdote:

“If a young man tells his date she is intelligent, looks lovely and is a great conversationalist, he’s saying the right things to the right person and that’s marketing. If the young man tells his date how handsome, smart and successful he is – that advertising. If someone else tells the young man how handsome smart and successful her date is – that’s public relations”.

In order to be a successful marketer for your salon you must know who your target market is. A target market for one salon might be students as they are close to a university. Another salon’s target market might be 24 – 40 year old women with disposable income, because they are located in a central city shopping centre.


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Look at it this way, your salon is about people and money and the art of persuading one to part from the other. Marketing is all about finding the right people to persuade.

Your marketing will only be successful when you market within the context of people’s perception. They MUST see value.

Your clients don’t just “buy” services/products. They “buy” the concept of what the service/product will do for them.

If you believe you are in the business of cutting hair, waxing, nails etc., YOU ARE WRONG, you are in the business of making people feel good.

A good marketing plan will keep you focused and your energy and resources on task.

“PEOPLE WITH GOALS SUCCEED BECAUSE THEY KNOW WHERE THEY’RE GOING.”

- EARL NIGHTINGALE


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how to plan your marketing calendar

It cannot be stressed enough how important it is to take the time to plan your marketing calendar for the year. Planning your marketing calendar gets easier and easier each year you do it because you learn what campaigns work in what months. If it’s not broke don’t fix it.

All marketing campaigns should be ready to promote 6 weeks out from the date required. e.g., Christmas is the 25 December, the campaign should be released 13th November. Mothers’ Day is the 1st Sunday in May, the campaign should be released on the 18th March.

As you will be able to see by the example marketing calendar attached, there are many different marketing mediums that are relatively low cost or no cost. By no means do you need to have a promotion every month, however you may like to promote different aspects of your business.

It can seem really daunting starting your marketing calendar however this guide will help you. You will wish you had done this sooner.

First you need to go through and put in all the traditional marketing events/dates in the calendar – Christmas, Mothers’ Day, Fathers’ Day, Valentines, Ball Season, and Melbourne Cup etc.

Now you have this in place take the time to go back through your book or software program and really look at what was happening in each month. Maybe July you had five full head of foils in and you would like more of these. Knowing this, then maybe July could be a foils campaign.

April is the beginning of a new season and it may be a great time to do a Facial campaign as the skin changes with different seasons.

Or maybe you are wanting to provide a new service. You would then put this into your marketing calendar. If you are involved in networking with other business you may want to enter into a Joint Venture and put this in your marketing calendar.

Don’t forget to put in your marketing calendar team incentives. Please refer to your Incentives module. This is part of your marketing as well. You really want your team to look forward to each month. Once you have your marketing calendar, set a time to share it with your team at your next team meeting.

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HOW TO GET THE MOST OUT OF YOUR MONTHLY MARKETING CALENDAR

Now you have your yearly monthly calendar sorted you will need to be organised in order for you to execute your campaigns on time and to get the maximum out of the campaign.

When you know what type of campaign you would like to do, put the campaign together.

Planning and executing your campaigns is vital to the success of your campaigns – please do not rush your planning. Reactive marketing will only bring you poor results.

A copy of a monthly marketing calendar has been provided to assist you in your planning. Don’t try and do everything all on one day – it is better to take plenty of time and not put yourself under unnecessary pressure.

You will see on the sample monthly marketing calendar provided for you that there are different marketing strategies on different days in order to have everything on the date you require it to be ready.

“DON’T SAY YOU DON’T HAVE ENOUGH TIME.YOU HAVE EXACTLY THE SAME NUMBER OF HOURS PER DAY THAT

WERE GIVEN TO HELEN KELLER, PASTEUR, MICHAELANGELO, MOTHER TERESA, LEONARDO DA VINCI, THOMAS JEFFERSON,

AND ALBERT EINSTEIN.”

- H. JACKSON BROWN

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HOW TO USE YOUR PROMOTION TEMPLATE EFFECTIVELY?

It is vitally important with any marketing campaign that you measure your results. Many salon owners will run a campaign and not know how many of a service or product they sold, how many clients rebooked for the same service, how many bought retail, how many had add on services or (most importantly!) how much profit they made from the campaign.

By measuring your results you will be able to plan your marketing calendar for the following year on the basis of what campaigns produced the best results/profit. For the promotion template to be of real value, please ensure that you have read the Stock Management module and understand the cost of each service and product that you currently offer.

Once you are in the habit of using the promotion template you will also be able to measure what advertising mediums work for you and the cost of these. Ensure that when you book campaigns/packages, either using a book or software program, that they are booked as packages etc so they are easy for you to measure.

Always have a target of how many you want to sell. If you don’t know how many you want to sell, how do you know if the campaign has worked or not? Remember you always want to have goals.

When planning any campaign you need to ask yourself why you are doing this particular campaign. Do you want more colour clients, do you want regular facial clients, do you want to introduce a new service, do you want new clients, do you want your regular clients spending more? By monitoring your campaign daily/weekly you will be aware of how the campaign is going and be able to make adjustments if necessary i.e., advertising medium, target market etc.

CAMPAIGN/ PROMOTION STAFF SCHEDULE

Enclosed in this module and available on our website for you to download is a Campaign/Promotion Team Schedule. This is ideally what you would use each month to ensure your team are aware of the promotions for the month and what the objectives are.


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promotion template

Promotion:

Target:

Date(s) Promotion runs for:

Marketing Avenues:

1

2

3

4

5

6

Total advertising cost:

total cost:

cost of services:

proFIt:

Cost

Cost

Cost

Cost

Cost

Cost


Mon Tue Wed Thu Fri Sat Sun

Number booked

Number Rebooked %

Number Up Sold %

Number Retail $

TOTAL


Number booked

Number Rebooked %

Number Up Sold %

Number Retail $

TOTAL


Number booked

Number Rebooked %

Number Up Sold %

Number Retail $

TOTAL


Number booked

Number Rebooked %

Number Up Sold %

Number Retail $

TOTAL

TOTAL cost ProfIT


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CAMPAIGN / PROMOTION TEAM SCHEDULE

Campaign:

start date:

Finish date:

Target:

Package contains:

Advertising mediums:

Conditions:

Add on services / products:


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Examples of a campaign

Flyer

Answer machine chalk board / a-frame

Email

Welcome to Sassy Salon, unfortunately you have called us outside our Trading hours, however now I have you on the phone I want to tell you about our amazing package.“Is your skin aging too fast” if so,you will love this package $196 ofBeauty Treats to help that skin stop aging for $89.

IS YOUR SKIN AGING TOO FAST?

GET $196 WORTH OF BEAUTY TREATMENTS

FOR ONLY

$89


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Examples of a campaign

Newspaper advert

Radio

Website

Social media

Contact your Radio Marketingrepresentative to create a radioadvert today!


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KEEPING CLIENT INFORMATION UP TO DATE

To ensure that you are giving all our promotions and campaign every chance of being successful it is important that all your clients’ information is kept up to date. Below is a form that you will be able to use to ensure all client information is up to date. This ensures you are able to market to them successfully.

MYSTERY CLIENT REPORT

A mystery client is a person who is asked to come into your salon by you for the sole purpose of providing you with an unbiased accurate appraisal of your salon, team and individual team members depending on the criteria you have asked them to assess.

A mystery client does not reveal to anyone that they are a mystery shopper Mystery Client reports are a great way to get a true indication of how your clients perceive the service they are receiving from your salon. Not only do they give you an indication of your team members’ performance, they are a great tool for rewarding those team members who do exceptionally well. The report will also help identify areas where training is required.

There are many different ways that you may want to implement the Mystery Client Report. You may like to use existing clients. You may like to ask people if they would like a free service in exchange for being a Mystery Shopper. You may like to use friends or friends of friends. However, you want people who are going to give you an accurate report not sugar coat it.

When you have decided who you are going to get to perform the mystery shop for you, they may pay for service and you reimburse them, or you may like to provide them with vouchers.

How often you implement this process is your choice – it could be quite good to do every month (if you have hair and beauty you may change the area monthly). Let your team know that every month there may be a mystery shopper. This is sure to keep them on their toes and delivering exceptional service to every client.

Enclosed and on the website is a Mystery Client Report Template.


ARE YOU RECEIVING THE LATEST OFFERS AND SPECIALS VIA EMAIL?

It seems our email address is one of those details that changes regularly. Please fill out the form below as we are updating to a new system. (This form is to ensure all clients email address are up to date.)

Name Email address

mystery client report


1. what was your FIRst impression of the salon?

2. what was your FIRst impression of the team members?

3. how do you feel about the team members’ attire?

4. what is the treatment/service you booked in for?

5. were you greeted within 6 seconds?

6. were you greeted by your name?

7. were you made to feel welcome?

8. was your stylist / beautician / nail technician running on time?

9. were you asked to FIll a new client form?

YEs No

YEs No

YEs No

YEs No

YEs No


10. do you feel your stylist / beautician / nail technician gave you a thorough and full consultation? If yes. how? If no, why do you think that was the case?

11. do you feel your stylist / beautician / nail technician fully understood what you wanted?

14. were you recommended products? what were they and how did you feel about this?

16. could you explain the atmosphere in the salon at the time you were having your treatment?

12. were you offered a beverage and magazine?

13. Do you feel that everything was done for you in a timely manner?

15. Did your Stylist / Beautician / Nail Technician ask you to buy the product they had recommended?

17. Did your Stylist / Beautician / Nail Technician talk about other services offered at the salon?

YEs No

YEs No

YEs No

YEs No


26. comments

21. Were you asked to rebook your next appointment?

22. Were you told about the rebooking initiative?

23. Were you asked to FIll out a Client Survey Form?

24. Were you given a salon Newsletter?

25. How would you rate your experience at (Salon Name), with 1 being poor, and 10 being fantastic?

YEs No

YEs No

YEs No

YEs No

1 2 3 4 5 6 7 8 9 10

18. If so did they recommend any other services for you?

19. Did your Stylist/Beautician/Nail Technician make you feel you were their priority?

YEs No

YEs No

20. Was your Stylist/Beautician/Nail Technician professional with you at all times? If not please explain.


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LEGISLATION

You also need to be aware of your obligations under the Fair Trading Act and the Consumer Guarantee Act.

The Fair Trading Act prohibits misleading and deceptive conduct, false representations, and unfair practices. This affects your advertising and promotions as well as what you can say to your clients when selling products or undertaking services.

The Consumer Guarantee Act covers standards for the quality of good and services supplied to consumers. For services the Act says that Services must:

• Be performed with reasonable care and skill.

• Be fit for the purpose and achieve expected results.

• Be completed in a reasonable time where the time is not settled.

• Be reasonably priced where the price is not settled.

The first and second points are particularly relevant to you as a salon owner. You have an obligation under the Act to ensure the staff you employ are suitably qualified to undertake the services you offer and that the services you offer give the results the client expected. Don’t make extravagant claims in relation to the results expected from a particular service.

These two Acts also require you to act on any complaint you receive and make a fair attempt to rectify the situation.


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NOTES


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NOTES

marketing - successful salons · marketing is determining the needs and wants of your clients and...

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