Marketing Ideas for a Slow Economy
In a difficult economy, you have to be creative to drum up new business. Here is some food for thought to get your marketing wheels turning.
Discount Promotions
• Slashing prices may get you more business (emphasis on “may”), but you’ll just be working more for potentially the same amount of money. How about just offering a discounted price for first time customers? Make it a deal too good to pass up and provide the best service possible. It’s a sure way to get some repeat customers who are willing to pay full price for your magnificent work.
• Try “Buy one manicure, pedicure, etc. and get one free for a friend.” This is a great way to get new clients from existing ones.
• Selling services in bundles can be a great way to change a one-time visitor to a regular client. Rather than selling one basic manicure, offer “Buy three manicures up front, get one free.” Tanning salons have used this type of promotion with great success for years.
• Combo deals are a great way to add services onto your ticket. For example, say you charge $40.00 for a gel overlay. You could offer a gel overlay on fingers and toes for $60. Other combos could include discounts for spa manicures & pedicures booked at once, or adding other things to a nail service that you are trained to perform (waxing, massage, eye lash extension, etc.)
Differentiation
• Acrylic, gel, pink and white, blah, blah, blah. All your competitors do them. Why not offer services with a theme? You can base the theme on the season you are in, local events, sports, holidays, etc. Create a little buzz and excitement for your nail salon.
• Add inexpensive perks to the salon experience; hand massages, hot towels, aromatherapy, essential oils, etc. A little bit of effort can go a long way.
• Be the trendiest salon in your area. Have techs and employees wear the newest colors and styles. More than likely, customers will ask about the products used and that opens up a dialogue to discuss new services. Techs often don’t take care of their own nails, thinking that doesn’t matter to the client. Would you sign up for a personal training session with someone who looked like a couch potato? You get the idea.
• Make it a point to educate your clients every step of the way, from the sanitization of your implements, to the finishing of the enhancement. You’ll impress your client with your knowledge and earn creditability.
Customer Contact
• Keep a customer database and be sure to include E-MAIL. Everybody uses it now and it is the cheapest way to market to your customers. Start a monthly e-mail campaign promoting new services, discount promotions, etc. using an inexpensive and user-friendly service like Constant Contact (only $15-30 month).
• Direct mail is expensive, so why not use another delivery service; your customers! Print attractive service flyers, business cards or promotional pieces and hand a few over to your loyal clients with their receipts at the end of the service. They'll be happy to pass them on to family members, co-workers and friends.
• Use your salon space to tastefully advertise your services. Post service brochures and promotional pieces so that guests can read them while they wait. You should also use your phone’s “on hold” message to explain services, promote special deals, etc.
One of your best resources for learning what works and what doesn’t work in marketing salon services are your colleagues. Visit networking sites like BeautyTech.com and Salon Geek to start a conversation on how people are increasing their foot traffic and salon ticket prices.