Last year, consumers spent $20 billion on services and products in the 86 thousand salons across the U.S. (with an expected annual revenue growth rate of 3.2%) according to SBDCNet.
While these statistics show a healthy industry, it means that your clients have many choices in selecting a salon. This highlights the importance of making your salon stand out.
Cutting Through Clutter
Advertising and marketing help to establish the presence and uniqueness of a hair salon. However, today, these methods require more than a simple ad in the local paper. Advertising a hair salon requires maintaining on-going communication with both your prospective and existing clients. Here we will discuss ideas to help you understand your salon's market and its local marketing options.
Paid Marketing Options
SEM (Search Engine Marketing)
This is also known as paid search. The three main search engines: Google, Bing & Yahoo allow you to bid on relevant key words to your small business. You determine the relevant words and bid amount. Done successfully, your hair salon will see higher rankings across online. Beauty Tip: Consider including a stylist’s name if you know they have a strong following. To learn more about SEM, see our previous blog post.
Social Media advertising is invaluable and expected by savvy and stylish customers. To stay current, it’s recommended having at least two types of accounts. Beauty Tip: Ask satisfied customers to share their experience on line.
Capturing email addresses is essential in staying connected to your salon’s clients with reminders and specials. It’s the first step toward effective loyalty programs.
You know you have the best hair salon in the area, but if no one can find you online, your business can suffer. Most local listing options are free. Here is a list of where you should be.
Luxury Group Deals
E-mail-based limited-time offers are a perfect way to reach prospective clients interested in experiencing a new hair salon. Both Groupon and Living Social offer such deals.
Most communities have a local newspaper, community message board or newsletter you can advertise in. Make sure your ad isn’t cluttered, your contact details are clear, and you have a CTA (Call to Action) like “Call, Visit, Schedule.”
Unpaid Marketing Options
Select a few businesses that target your clients. For a hair salon, consider nail salons, clothing boutiques, etc. Offer a complimentary service to the business owner and ask to display branded but unassuming marketing material (business cards or services menu) at their POP (Point of Purchase). Beauty Tip: Offer to do the same for their business.
Up to 15% of hair salon revenue is from retail sales so promoting your products is important. Some customers are brand-loyal; meaning they only patronize salons that carry Kerastase, Mizani, MoroccanOil, etc. If your salon carries a line, tout it. Beauty Tip: Investigate corporate brand promotion. Some brands will list your salon on their site as a vendor of their product.
The Bottom Line:
Advertising and marketing your hair salon is investing in your beauty community’s success. It ensures your local area and customers are aware of your small business on a larger scale.
About the Author
Rachel Rowley is a content developer and small business consultant who’s spent her career building businesses through advertising, e-commerce and technology. She is an avid traveler and a hamburger enthusiast.More Content by Rachel Rowley