The question I have gotten the most over the years is "how can we get more clients". You can build the most beautiful spa or salon and hire the top technicians with the best personality, but without marketing nobody will ever know you exist. Marketing has also changed tremendously in the last 5 years and I've noticed that a lot of salons and spas have been left behind somewhere in 2007 with their marketing.
Before the economic crash of 2008 high end salons and spas were bustling with tons of walk-ins and clients with money to burn. Salons could just put a sandwich board on the street and get plenty of foot traffic. Referrals were flooding in like crazy and a newly licensed professional could build a clientele fairly easily. Then it all changed. 2009 was brutal and 2010 wasn't much better. All facets of the beauty industry became more luxury than necessity and clients starting cutting corners by stretching out the length of time between visits and doing more DIY services at home. It took years for the industry to turn around but now we are back to a great place. We are fortunate to be a necessity and not a luxury again, however we have to work a little harder to make it happen.
A solid marketing strategy is crucial to building business. Do you know that when you hire a new employee on to your team, the industry standard is now that you provide 15% of that person's clientele? It's true! You can't expect your employees to do it all on their own and if you do, your team will head right on down the street to a place where their business does provide them with that clientele. It is our job to help them along their way and the way that we do it is through strategic marketing.
I think that the perfect marketing cocktail is 1oz social media, 1oz website that actually drives traffic, a large splash of referral rewards garnished with a gorgeous paper marketing presentation. This is served shaken, not stirred and poured into a gorgeous glass that fits with your business culture. If you haven't determined what your culture, vibe, image or whatever you like to call it is, that is where you need to start check out my post on building your salon or spa culture. That is step one in a huge, gigantic way so tackle that before you go any further.
Once you have determined your culture, you can start stocking your marketing cocktail bar with:
- A website (A REALLY great website)
- Gorgeous marketing pieces (visit my shop for more information)
- Referral rewards programs
- Annual community give back events
- Networking opportunities
I think all 8 of these pieces are crucial to stay relevant in this industry today. Seems like a lot of work? Well, it is, but with a plan you can absolutely make it happen. If you just spend 1 hour every day on marketing using my strategies your business will grow in a beautiful, organic way. Stay tuned for my marketing calendar to help you get your cocktail organized. xoxo