I’ve had lots of people that didn’t get to attend my No BS Way To Build Your Salon seminar at Hair Expo in Melbourne at the beginning of June, ask me about what it was that I taught.
Well I covered LOTS of things in the really short time frame that I had and opened everyone’s eyes as to some key areas that they are going wrong in their business.
One of the biggest problems the group had was marketing
Specifically, the type of marketing that they have been doing to get people coming through the door.
I want to share with you now some of the insider information from what I spoke about that helped all those salon owners realise where they were going wrong.
The most common form of marketing out there that you see not just salons doing, but all businesses is discounting.
People were running crazy campaigns like:
Running 30% off when they start a new stylist in their salon.
Offering a crazy price of $69 for a colour and cut just to get clients in the door.
Or using a pretty picture from the product company with the salon logo and phone number plastered on it.
Guess what all of those types of marketing have in common?
They are NOT going to bring in clients and if they do it will always be tight arses that want everything for nothing.
They are what I call “Hairdresser Hoppers” they just go from salon to salon chasing whoever has the cheapest price. They shop on Scoopon all the time to get the latest special for their hair.
The number one problem that people have with their marketing is that they don’t know their Niche.
The key reason why these ad’s don’t get you the clients that you want is because you don’t know your NICHE.
Niche is the key answer to all your marketing problems.
You need to know who your ideal client is so that you can advertise towards them.
When you do the general examples I mentioned before, it’s not speaking to anyone besides people that don’t value what you do and want to pay the cheapest price.
Of course if that’s the clientele that you want, go right ahead and keep doing that.
Most of us want high paying clients that value what we do and appreciate our skillset, but nobody seems to market towards them.
What happens when you do generalised advertising towards EVERYONE you end up getting NO ONE!
Everyone copies each other’s marketing
They think it must be working for other salons since they see it everywhere. It’s a vicious cycle of pouring money into advertising that doesn’t work.
It’s not working for anyone.
It’s time to change your marketing, be different, stand out and attract the clients that you want.
If you want a checklist of things that you should be DOING in your salon, to find your feet as the owner, download The Salon Owners Checklist. It will help you identify the key things you need to be doing in your salon in order to be successful and hit your goals in your salon.