How To Market A New Salon
There is high demand for salon services due to the changing lifestyles of both men and women. Although this means improved services due to advanced techniques, tools and equipment designed for personal care, it also means increased competition, especially with the new crop of hairstylists, nail specialists and spa managers that come out every year. This makes the necessity for advanced education in this highly sought after field greater than ever.
Established salons usually have little to worry about given their status and prestige in the industry but for new salon owners, the issue is much different.
Tips To Market a New Salon
Trying to get a foot in the door can be very challenging, especially since the salon brand is unrecognizable, making it difficult for potential customers to trust. Learn how to market your salon, build your niche and expand with these tips:
State Your Unique Position
Clients don’t usually consider spa services and think, “Once you’ve seen one, you’ve seen all”. They also want a new experience, one that is genuine and offers a real solution for their styling needs and personal care.
Identify your unique product/s and brand and use this to market your new salon. You can do this by:
- Identifying your strongest selling points, such as the type of services you offer, the type of training and background your staff has, the quality of the products and treatments you have, your location, etc. Now is not the time to be shy. Let your potential clients know what you can do for them and what they will receive from you.
- Creating a signature salon treatment or product that clients can associate with your salon. For example, you could offer masks and hair treatments made from fresh fruits and expand the line to include it in your nail and foot treatments.
- Create an experience and not just a salon appointment. Clients appreciate the extra mile that salons put into ensuring that they look and feel good. Create an image for your salon and use that to brand the services and products you offer. If you have a strong brand and identity, it will be easy to use that to market your other services.
- Translate your brand into marketing pieces, such as your brochure, your paper and online ads and even your website. Create a logo and a catchphrase that will make your business recognizable in an instant.
- Using the internet to do much of the legwork for you. Surprisingly, not a lot of salon owners utilize social media to promote their business. Try exploring its possibilities. Through social media platforms, you can promote, market and communicate with your target market and they can get in touch with you. Offer discount coupons and special offers online or pre-sell them for services and treatments. You might even consider setting up a website and offering an online appointment system where clients can book a session with you. Make it easy for your clients to find you and enjoy your services.
- Arranging a text messaging service to promote your salon. Through short messaging services, you can launch your business and its services and subsequent special offers and discounts that clients can use. Once you gain regular clients, you can keep this services to notify them of new products and promos.
Offer a Free Demo
Get in touch with the local mall, business associations, networking or social groups and organizations and offer a hands-on demonstration of your products and services. This is especially effective if you have a signature product you want to promote. Arrange to have the demo in front of members and show them how your product works and why they should use it.
Have a table ready on the side to display your products so participants can examine them, interact with them and purchase them. Bring a knowledgeable staff member to man your booth. He or she can promote the products, answer inquiries, offer coupons and brochures, and handle the sales.
Promote a Charity
Get in touch with a local group, such as a women’s or men’s club and offer free haircuts and short treatments. To manage the crowd, offer coupons for specific treatments that recipients may receive once they come to your salon. If you prefer, you could even offer coupons for treatments at discounted prices. If it is feasible, you could even sponsor events in the community in exchange for being able to put up ads and getting your salon mentioned for press releases and media interviews.
Evergreen Beauty College offers esthetics and cosmetology programs. Contact us for more information.