If you plan to make a profitable event out of your business, working in the field of beauty, you definitely need a beauty salon marketing plan. Properly designed, it will be based on small starting investments, but will show a good result in a short time. With the right approach, you can have no doubt in success. Statistics show that marketing is more effective than a classic advertising campaign.
What is this about?
Stereotypes say that marketing is the same as advertising, and promotion is equated here. This opinion is erroneous. Advertising is a tool applicable in a set of marketing measures, but it is not self-sufficient. A promotion is a community of all efforts aimed at promoting the company.
Terminology
Advertising is a method of presenting data to a potential buyer without association with specific personalities. Television, radio communications and visual media, and media are used as media for information.
Directed marketing is such a tool with which the direct sales sector is growing. In the context of the beauty salon, the tasks of this area are:
- Administrators
- specialists.
There are often situations when a company works through direct marketing, and other methods of attracting customers are practically not used.
Verbal marketing - the transfer of information to a potential client through words. They resort to different forms, encrypting the same message in them. The most effective is considered "word of mouth". However, the complexity of the implementation of this technique affects its applicability in practice.
What to do?
Terms are good and interesting, but an entrepreneur does not need them, but an accurate understanding of how beauty salon marketing is built (an example is the best demonstration option). So what tasks need to be implemented in fact?
Marketing always starts with audience research. In this case, the following customer parameters are analyzed:
- income level;
- professional affiliation;
- key needs.
Do not forget about the World Wide Web
In recent years, the Internet has increasingly taken over our lives. In the future, his influence will only increase. This means that the marketing kit of the beauty salon should include the development of its own website. Without it, a modern company has no future, especially if the company is just opening.
It is best to place announcements of services on a well-known, well-known platform - a bulletin board or on a social network, on a thematic resource, in a virtual magazine about beauty and fashion. Remember that creating a site is not an easy task. But this does not end there. Regularly have to invest in the development of a virtual project. The best solution is to hire one or two promotion professionals.
Features of marketing a beauty salon in relation to the World Wide Web:
- the introduction of special promotions;
- regular updating of the project;
- detailed description of the company.
The best solution is a virtual tour of your establishment, allowing a potential client to get acquainted with the salon without leaving home. If he likes what he saw, you have received a customer.
What to look for
When creating a website to promote your beauty business, be sure to place a detailed description of the services on it, otherwise the client will leave without even understanding the advantages of the offer. Frequently asked Questions:
- are there any free consultations;
- what is remarkable for the masters of the salon;
- Is it possible to order a hairstyle like a celebrity;
- prices
- what are the consumables;
- address and how to get there;
- opening hours, how to sign up;
- what kind of education does a cosmetologist have.
Correct marketing of a beauty salon for a sleeping area in the context of the site - this allows you to create a page where the customer will find everything that interests him. Remember: the need to contact administrators for important information dramatically increases the chances that a person will go where all the data is open. Do not try to create a “veil of secrecy” or “mystery”, this approach is unacceptable in this business.
How to succeed?
You wouldn’t need any management and marketing of a beauty salon, a book, a video course or lectures if your salon was visited by celebrities, wouldn't it? And if a popular person liked the image created by you, then there would be no end to customers. Unfortunately, in most cases this happens only in dreams, but in reality, business is hard work to attract a client. What to do if eminent people don’t walk past your establishment?
First of all, attention should be paid to affiliate programs. The most beneficial for the beauty salon is cooperation with photographers. Include it in the marketing of a fitness club with a beauty salon, and such a plan will surely bring considerable profit. Both the institution and the photographer need feedback, customers and photos. Recommending each other, such a collaboration receives twice as many customers.
Beauty: create and capture
“Beauty Salon Marketing” is a book that attracted the attention of the public how many years ago. It was for the first time that questions of cooperation between institutions of such a plan and photographers were raised. Attention was drawn to the fact that portraiture requires makeup artists, hairdressers, otherwise a quality photo shoot will not work. Surprisingly, it is a fact: a few years ago, entrepreneurs did not see much benefit from such a collaboration.
Practice shows that if a successful photographer finds a beauty salon, the masters of which fully comply with his requirements, he pays good money, as he serves wealthy clients. The benefit is bilateral, this is its advantage. In this case, cooperation usually begins with a free trial joint project. Just one day, which will leave a pleasant impression on all participants, and good photos as a keepsake, can be decisive for you in your career.
You can not stand still
Of course, the weaknesses of marketing in the beauty salon in the strategy described above are. For example, it is not a fact that a good and successful photographer will want to collaborate with you. If the salon is just opening, and the specialist is already known, he probably has developed contacts with competitors. What to do to a novice entrepreneur and how to promote your institution?
Marketing of a beauty salon, a book, video courses, trainings about which are so popular lately, advises such a strategy: get your own camera and always take pictures of your clients. Well, do not forget to upload the pictures (“before” and “after”) on social networks so that customers can find themselves. Served people, especially women, are usually in a good mood, which means they will “repost” you and recommend them to friends.
Organize contests, provoking your clientele to shoot with good photographers, and reward them for the most beautiful pictures. You can offer discounts, additional procedures or VIP service. This is a simple marketing of a beauty salon, which has proved its effectiveness.
Activity in all areas
The problems of marketing in a beauty salon these days are not only great competition in the market, but also the need for an entrepreneur to clearly monitor social life and virtual reality. Want to be successful? It is necessary not only to be able to provide a service, but also to talk about it.
How to do it? Use social networks and write a blog.Talk about new products, imported equipment, advanced technologies and all the awards and diplomas your employees received. Even if these are very minor successes, present them pompously enough to make the client interested. If a woman can be proud that she visits your salon, if she can explain to her friend why he is better located in the neighborhood, then your blog has yielded results and the marketing of the beauty salon was effective.
We use different resources
When working out what should be the marketing of a beauty salon, do not forget about various tools for attracting a client, including non-standard ones. In particular, in recent years, e-mail and SMS have shown effectiveness. Do not deal with “cold” ones, try to collect the contact details of those people who are interested in your services, and send the best offers to them.
Typically, customers who leave their contact details are grateful for the timely communication of profitable promotions, and they will be happy to visit your salon. To control the situation, try to keep accurate statistics, interviewing each visitor, how did he find out about the salon or the ongoing campaign, and what provoked him to come.
Do not be lazy!
Practice shows that marketing of a beauty salon can be successful through many different methods, hundreds and thousands of means of attracting a client were invented. Why, then, are unprofitable firms to this day? This is largely due to the lack of activity of the entrepreneur.
Do not expect your work to be done for you. It is amazing, but a fact: in most cases, a poorly successful business, passing into the hands of a more proactive person, immediately starts to bring a lot of income. In a crisis, it is important to be able to build a strategy, and not just "wait by the sea for weather." When developing a marketing plan, keep this in mind.
Neglect is unacceptable.
If you open a new salon, remember that you must not forget about quality marketing, otherwise it is likely to be without customers. At the same time, try to avoid investing in unpromising and outdated methods of promoting your business.
Try to concentrate not on what you want (of course, profit), but on the desire of the client, because it is his satisfaction that leads to the receipt of money. When selling services in the world of beauty, each visitor needs to understand what she is buying and why she needs it, what is the use for her.
Only resort to proven and effective PR technologies. If possible, try to establish cooperation with a charitable foundation, this will help create a positive image of the company in the eyes of society. The best option is to receive letters and certificates confirming your cooperation with charitable organizations. If they write about you in the media, this is a success.
What to look for
At first, a beauty salon is a small business, successful due to feedback. You quickly understand what the client needs, and provide him this service, a grateful visitor leaves you money, and everyone disperses satisfied. What does it mean? You need to keep in touch with the consumer regularly. Share with him all the good that is happening in the cabin. No wonder marketing a beauty salon always involves blogging. Tell him what good you have. People love the positive and strive for it. As soon as a clear association of an institution with a good mood is developed, the client will want to come here more and more often.
By the way, a good way to create a positive mood in a client is a gift. And what do modern people like most of all from gifts? Of course, money. Distribute flyers for which you can get a discount when ordering a package of services, issue loyalty cards and offer to return again, taking with you a check from a previous visit, for which promise a discount.It is amazing how effective this simple marketing tool is.
To simplify the system, you can enter the conventional units of account working inside the cabin. Call them “diamonds,” “crystals,” “magic coins.” They work much better than the conditional percentage of discounts, although in fact they are no different from them.
Effective Marketing Tools
Naming is one of the most famous and effective methods known in marketing. With regard to beauty salons, this works in the same way as for other institutions. What is this about? Beauty World - how many such companies already exist? Try to avoid cliches, familiar slogans, strive for originality. Find a name to which you can come up with a sonorous slogan that creates curiosity with a potential client.
Do not be shy when developing promotional and branded products. A beauty salon is not a basic commodity and not a simple service, which can not be done. People come here who have free money, as well as those who want to get closer to the world of beauty, style and luxury. This means that your ad should be drawn into just such a universe - where everything shines, everything is fine, all the best. Present yourself as a leader, a unique company, but be sure to prove the slogans with convincing facts. And in no case do not mention the shortcomings.
Be at a party. Try to communicate with famous entrepreneurs, popular people. Appear in photographs, maintain contacts in virtuality and reality, be socially active. Promote not only your salon, but also yourself as a person. As soon as the business begins to be associated in the eyes of the buyer with a specific person, it acquires a character, attracts to this. Having gained popularity, you will quickly notice that people are reaching for you, in your salon.
To summarize
Brief marketing plan of a beauty salon:
- audience analysis;
- elaboration of the original image;
- selection of advertising tools;
- launch of a comprehensive campaign in collaboration with photographers;
- creating an image in collaboration with charitable foundations.