16 February 2021
In this article we are going to aim to give you a salon marketing blueprint with actionable information for you to implement.
A Salon marketing plan does not need to be complicated but before creating a salon marketing plan, and to make use of this salon marketing plan blueprint, you need to ensure you have the salon basics covered, and these we will assume you have:
Assuming you have these covered then you can start to work on the only 3 ways to grow any business. More Clients, spending more, more often. A small incremental change in each of these 3 areas can make a dramatic increase in business.
Ultimately the best Salon Marketing Plan is your Salon’s Culture.
In order to get every team member busy then you should begin with the end in mind. If a team member to be fully booked can do 40 clients per week and the optimum client frequency is 8 weeks, then to be fully booked each team member needs to have a loyal client base of 8 x 40 = 320.
Our favourite way a team member can build their client base is through client recommendation. SalonIQ’s GAS (Guest Attraction System) is a powerful tool at a salon’s disposal, but like any system it is only part of the solution.
Here are some key elements to your salon marketing plan when it comes to Referrals:
Remember each Team Member only needs 320 loyal Active clients.
Referrals need to be part of the salon culture
Retail should be a key component of any salon’s marketing plan. And if it is not, I would challenge any salon that they are not providing the clients with a five-star service. Recommending homecare is a must to deliver good service. But like any salon marketing plan, you need a system and a process.
Often overlooked but clients that are coming in are a great sales opportunity. Whether it is a file and polish, extra colour, a specialised treatment, or just recommending an additional service that the client may need or want.
Make sure your products are priced fairly and competitively and you will have customers purchasing from you.
Homecare and upgrades need to be part of the salon culture
The best way to increase client frequency is through team member communication. And it starts with the consultation, continues during the service and is executed at checkout.
Explaining to the client the ‘lifecycle of the haircut or service’, and then rebooking the client in at the optimum frequency. It’s much easier to get your existing clients to rebook more regularly than find new clients to fill empty slots!
Rebookings and service lifecycles need to be part of the salon Culture
There you have it, the 3 pillars to your best salon marketing plan. There are of course many other ways to get more clients spending more, more often, but if you do the above you will have a sound salon marketing plan blueprint in place.
Below we go through other salon marketing tools you may wish to consider;
Clients will do research before visiting a salon, and your reputation is now very much online. Make sure you are managing your online reputation. Using tools like SalonSpy or Best Salon Guide is a great way to do this. Make sure you answer any online complaints quickly. Never argue online!
The reality is most salon owners are time starved, computers can really help with your salon marketing plan, and using automation means you can set up custom marketing communications and let the computer do the hard work, so automate wherever possible be it simple appointment reminders, lost client campaigns, client journey’s, birthdays and more!
A good website is the modern day shop window and a useful tool in attracting and getting new clients. Here are three tips for a great website:
These tend to be used more for one off type promotions. For example you may decide to do a text blast to fill a quiet day, or an email blast for a new product launch, newsletter or seasonal event (Easter, Christmas, Mothers Day, Black Friday etc.) Both Texts and Emails are great tools for any salon
Another good way to get new clients, that is if you know what you are doing. To do it properly you need a great offer, landing pages and good follow up sequence, either by text or email. On top of that you need to understand Google and Facebook advertising or you can waste a great deal of money. If this is not your area of expertise then find yourself an expert. For more information read our guide about digital marketing for hair & beauty salons.
You can not ignore social media and building audiences on different platforms, for salons the two current leaders are Instagram and Facebook. It is a big topic and we cover social media for salons in another article.
Although I am not personally keen on using platforms like Treatwell and Groupon to attract new clients because they potentially attract discount, transient based clients, plus the platforms then have the right to market those clients. That said if you do use them then make sure you have a plan in place on how to convert them to regular clients.
Charge what you are worth and an annual price rise is essential to maintain margins and profitability.
Simple loyalty schemes help reward your regular clients, incentivise them to try other services, as well as increase client spend and improve client frequency.
Devising a marketing calendar can help you not get overwhelmed with your salon marketing, a simple year planner will help you keep on top off important dates and events.