Nik’s Marketing Minute February 2011
Salon owners are always on the lookout to find fresh, new marketing opportunities to try. The biggest misconception is that some owners believe successful marketing is expensive. This is not always the case.
Proving that creativity is key, Cathie Bal, Salon Owner of Endless Summer Beachwear & Tanning in Vernon, BC writes:
“Hey Nik,
We’ve recently started using the mirrors in our tanning rooms, change rooms and bathroom as billboards. It’s as simple as buying a few window markers and writing a few tanning tips or sales on the mirrors! Everyone looks at themselves before they leave the tanning room so why not advertise there!?”
Using mirrors and windows to deliver tips and sales promotions reminds us that sometimes the simplest methods are also the most effective ways of getting through to a customer. For example, think of first-time business owners. They’re ambitious and use simple, inexpensive ways to advertise. They give their business card to everyone they meet, they put flyers on windshields, put up banners, send out mailers, etc. At the beginning, the possibilities are endless! As your business grows, your time becomes limited and so does your creative efforts for marketing opportunities. As a result, owners may spend a great deal of money to promote their salon without proper knowledge and tracking efforts. You may be headed down a path that doesn’t work.
Take a good look around your salon, and see what can be used for more than one purpose. Mirrors don’t just give clients the opportunity to admire their tan; they also make your salon or change room look bigger, and they’re an advertisement staring your client in the face.
Here’s a powerful marketing tip - When you write a message on windows and doors, use a short and direct question. Why? Because a question requires a response. For example, “Have you reached a tanning plateau? Ask Mary about our new bronzer” or “Have you thought about trying a new lotion?” Sample the most popular lotion today”, “Going away on vacation? We have a full SPF line”, etc.
Have you discovered any exciting marketing ideas? If you’ve already done most of the hard work of trying all marketing opportunities – what worked? What didn’t work? Now you have the knowledge of what marketing strategies were the most successful. Keep in mind that quite often; these are the most basic marketing efforts and that successful marketing opportunities take time. When searching for ideas, and when it comes to measuring their success, salon owners need to be patient. Use the knowledge you’ve gained over the years, keep your ambition and continue to educate yourself about current trends in the industry. Then apply what you learn into marketing opportunities, and make them successful!
If you have a Marketing Minute that you would like to share, please e-mail me your promotional idea and if we print it you will be rewarded with $150.00 in product.
If you have a Marketing Minute that you would like to share, please e-mail me your promotional idea and if we print it you will be rewarded with $150.00 in product.
Thanks,
nik@uvalux.com
