New Year – Right Marketing

23 January 2019

Targeted Salon Marketing

So with some salons working through their quietest time of the year there is no better time to market to your clients, BUT market to them effectively.  Your marketing for these months when targeted correctly can get you really good results.

Case Study – proof is in the results For us beauty has been a struggle this month. We have 3 therapists that looked pretty quiet week before last, so we sent out an SMS with a great offer to all our clients that do not have a future booking, but have had a beauty treatment with us in the last 6 months. SMS text – “Treat your skin- Enjoy 50% off all 60 minute ESPA facials + a FREE Blow-dry. Call 01234 567890 to book now. Expires 12/01/2019” The results were fantastic… We had 17 clients book in for an ESPA facial from this SMS with a further 93 clients book in for a service other than a facial. This not only utilised our therapists but gave us additional bookings for our stylists. Plus gave numerous opportunities to upgrade and provide many retail opportunities.  The SMS went out to 861 and cost us £60.27 to send and generated £464.95 in facials.  We received 110 bookings from this SMS alone… This is effective target marketing that produces great results!

We have put together a 6 week marketing campaign focusing on lapsed clients and sending out gentle reminders. We have 4 SMS templates you can use and adjust as you wish, as well as 2 email templates. Remember each time you reach out to your clients you do not have to send an offer.  

Let’s start with the first campaign:

21/01/2019 – SMS Target lapsed clients – This is for those clients that had an appointment in your salon from January 2018 to October 2018 but have not had an appointment since 1st November..

28/01/2019 – SMS/Email Target 2018 clients. This email is purely designed for you to get some feedback. Do you know what your clients thought about their last visit? Some will want to hide from this as no doubt, negative comments will out weigh the positives, but for me it’s what you do with the negatives.  Whenever we get feedback on things we need to improve, I see it as an opportunity to make improvements.  So embrace feedback good and bad. “How did we do? We’d love your feedback. Reply to this text and let us know how we did in 2018. As a thank you we’ll have a spa treatment ready for you us!”  

04/02/2019 – SMS Target clients who’ve had an appointment in your salon in the last 6 months and have not got a booking between 4th – 17th February.  Template coming soon…

11/02/2019 – SMS This is aimed at your ‘live’ clients (clients that have regular bookings in your salon) Their last appointment was between 05/11/2019 and 28/01/2019 with no future bookings. Template coming soon…

18/02/2019 – SMS Your clients should have a future booking in place before they leave the salon. We are focusing on clients that had an appointment between 1st November to 24th December with no future bookings. Template coming soon…

25/02/2019 – Email It’s good to mix things up a little so why not send an email? Emails need to be visual, they need to catch the readers attention to scroll to the bottom within seconds.  What can you add in your Salon Newsletter? – Salon opening times – Latest promotions – New team members joining – Information on Mother’s Day  – Promote that gift cards can be purchased – Add a note about your skin testing policy – Shout about any awards or events you are doing. Template coming soon…  

Remember you can change the wording of your SMS and email to suit your salon business. Perhaps you want to do more than just give your clients a reminder to book an appointment. Why not send them an offer they cannot refuse?

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