2017 salon marketing guide - squarespace salon brand • what message does the appearance of your...

Download 2017 SALON MARKETING GUIDE - Squarespace  Salon Brand • What message does the appearance of your salon send out? • Review your salon marketing materials (salon brochures, salon

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  • 2017SALON

    MARKETINGGUIDE

    a step-by-step guide tomarketing your beauty business

  • Your Salon BrandWhatmessagedoestheappearanceofyour

    salonsendout?

    Reviewyoursalonmarketingmaterials(salon

    brochures,salongraphics,priceandtreatment

    guides,sidewalksignage,etc.).Arethey

    on-brandandgreatsellingtoolsorinneedofa

    majorrefresh?

    Your Salon PromotionsWhatsalonpromotionalactivitiesdidyoudo?

    Whatworked?

    Whatdidnt?

    Whynot?

    Your Salon Guest ServicesHowdoyourguestservicescomparetoyour

    competitions?

    Whatisthequalityofyourrecruitmentand

    trainingyouprovideyourteam?

    Whatdoyourclientsthinkofyourguestservices

    andsalonservices?

    Takealookatlookatcomplaintsandfeedback.

    Your Salon Loyalty & Reward Program/sDoyouhavesalonmarketingsystemsinplace

    forretainingnewguests?

    Arenewclientsdocumentedandfollowedupby

    yourteam?

    Haveyousetupaloyaltyorrewardprogram?

    Your Salon CompetitionAnalyzeyourtop3competitors.

    Reviewtheirsalonwebsite,theirsocialmedia,doa

    mysteryshop,lookinthelocalnewspaperandread

    theironlinereviews.

    Howdotheycomparetoyourhairorbeauty

    business?

    YouWhataboutyourownmarketingskills?Areyouuptothe

    task?Makemarketingabusinessprioritythisyear,invest

    inprofessionalmarketingservices.

    Agoalwithoutaplanisjustawish.Investingafew

    hoursat thestartof theyear towriteamarketing

    planforyourbeautysalonorspacanhaveahuge

    impactonprofitabilityfortheyeartocome.Before

    looking to the future, take a look back, appraise

    yourbusinessachievements inorder toapproach

    thenewyearwithfreshobjectives.

    Dontbetemptedtoskiptheevaluationstep,taking

    thetimeforanalysisallowsformore-informedplan-

    ning.Attheendofthisevaluationyoushouldhave

    agreaterunderstandingofyourbusinessobjectives

    andopportunities.

    Your Salon NumbersDidyourbusinessmeetitsfinancialgoalslast

    year?

    Didmostofyourrevenuecomefromexisting

    salonclientsorfromnewones?

    Whatpercentageofclientsonlyvisitedonce,

    nevertoreturn?

    Whichareyourmostprofitablesalonservices?

    Whendidyoulastincreaseyourprices?

    EVALUATE THE PAST 12 MONTHSSTEP 1

    STEP 1: EVALUATETHE PAST 12 MONTHS

  • DECIDE YOUR BUSINESS STRATEGYSTEP 2

    STEP 2: DECIDE YOURBUSINESS STRATEGY

    The strategy you choose for your beauty business

    influences goals and objectives for the future year.

    Which one are you?

    Branding strategy

    Well designed, professional branding is how you

    communicate to the public why they should choose

    your salon above the competition. A beautiful brand

    strategy enables you to charge more for your hair or

    beauty services, gain loyalty, and attract new clients.

    Superior services strategy

    Differentiate your salon from competitors with well-

    orchestrated, superior guest services. Create optimal

    client satisfaction and increased return guest rates.

    Client is king with this strategy, anticipate guest

    service and product needs.

    Pricing strategy

    Differentiates your salon from competitors by price,

    either communicating discounted or premium

    pricing. If you implement premium pricing, make sure

    your salon services are premium as well.

  • SET GOALS & RESOLUTIONSSTEP 3

    Dont just have business dreams, have business plans.

    The strategy of your beauty business is the driving

    force of your business, strategies create objectives to

    focus on for the future year. Want to reset your salon

    marketing routine in 2017? Resolution number one:

    Make Marketing a Business Priority.

    Marketing is vital if you want to attract new clients,

    increase salon profitability, and capitalize on business

    opportunities. It makes business sense to give market-

    ing the importance it deserves. Take an honest assess-

    ment of your salons 2017 marketing endeavors.

    Was there an investment of time, energy or money? If

    the answer is no, start out by blocking out one after-

    noon each week devoted to salon marketing objec-

    tives, or hire a profes- sional marketing agency to

    focus on promoting your salon for you.

    A year from now:

    How many new clients walked through your salon

    doors?

    How much did average sales per ticket increase?

    Were you able to boost salon website visitors per

    week? How many email addresses did you add to

    your data- base?

    How will your salon website look?

    Did guest visit frequency increase?

    Did you renew an antiquated brand identity? Did you

    Boost client retention and client royalty? Increase the

    average salon spend per visit?

    Did you increase retail sales?

    Did you increase your pre-booking percentages? Did

    you retain guests and attract new ones?

    Did you use blogging to your advantage?

    STEP 3: SET GOALS& RESOLUTIONS

  • STEP 4: DETERMINE AMARKETING BUDGET

    DETERMINE A MARKETING BUDGET

    STEP 5: WRITE SALON MARKETING PLAN

    Now its time to implement your promotional strate-

    gy to achieve the goals and objectives of your

    business. Promotional strategy refers to the market-

    ing mix to attract and retain clients.

    Most beauty business marketing budgets are set

    between 3 - 7% of total sales, depending on the

    organization and size. Each additional year a

    salon establishment is open, the budget should

    increase to yield more growth.

    Marketing is an investment in your beauty brand, it

    is necessary to create the awareness of your salon

    brand, services and products. The salons that

    really make a mark understand that marketing is

    not a luxury but a necessity to salon growth and

    success.

    Salons need to find the perfect percentage of

    marketing dollars necessary to create a continu-

    ous stream of new and repeat clients. Decide on

    your overall marketing budget number ($$$) and

    allocate those funds to marketing and advertising

    endeavors only.

    Dont have a dream, have a plan. The simplest

    way to write a marketing plan is to start with a

    calendar. Not just an agenda, but a chart-style

    calendar that lists each month with key seasonal

    events, traditional holidays and retail opportuni-

    ties. Next, plan promotions, events, or incentives

    based on business goals.

    By delivering your salon marketing message

    through a variety of marketing channels you

    increase the likelihood of being found by your

    target guest.

    STEP4 & 5

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