Marketing Your Salon or Spa

Marketing Your Salon or Spa

Are you looking for practical ways in which to market your salon or spa? Do you find yourself at a loss for new and exciting ideas for promoting your products and services? Here are some tips to help get your marketing going and to keep it on track, plus some simple ideas for promotions.

Plan Ahead & Stay the Course

An essential part of any business, marketing involves finding ways to promote your products and services to attract new clients and retain and upsell your existing clients. For your marketing efforts to be successful, there should be an annual plan that consists of multiple advertising and promotions campaigns that are deployed at regular intervals. Naturally, there will be some campaigns that are more effective than others, but the key is to keep at it and to learn from both the successful ones and the not-so-successful efforts. That way more energy can be placed into campaigns that work for you.

Stay True to Your Brand

No matter how you market your business, be sure that you have clearly defined your brand first. Outline the style and/or appeal of your salon or spa, the general services you offer, who you provide them to, and what message you want to get across. Are you an upscale salon that flaunts an industrial vibe or a downhome barber shop with a vintage look? Is your salon vibrant and perpetually buzzing or is it a quiet, serene place in which to relax? Does your clientele mainly consist of professional men and women or is it family-focused? You get the idea.

The chances are that you’ve already taken all of the above into consideration when designing your salon and it is likely reflected in your décor, as well as with your logo. Continue that momentum into your marketing efforts and stay consistent throughout any advertising and promotions. Always use your logo and signature color palette, keep the same font for any lettering, and think through layout styles and the message for any wording, that way it appeals to your audience and stays consistent with your brand.

What to Promote

It’s always best to offer a product or service that is simple, in-demand, and easy to promote. For example, if you have a salon that focuses its efforts on hair color, consider adding to your color line to accommodate the current trends. From there revolve some of your marketing around these new trends. To do so, create your own library of images showing these color trends on your clients or, better yet, using models that appeal to your clientele. These images can be used for everything from salon advertising, email marketing, and salon signage to social media.

Another idea is to promote an add-on service such as an intensive hair conditioning treatment, a mini massage or a facial or waxing treatment in your spa. It’s best if these services are already part of your salon or spas offerings, that way you don’t need to invest in any new or specialized equipment or supplies to perform them. A great way to upsell existing clients, add-ons can also be used as rewards for their loyalty or referrals.

Value-Oriented Messaging

For a promotion to work effectively, your messaging should communicate the value of the product or service. For example, if you’re offering a free deep hair conditioning treatment for every referral, you wouldn’t start by asking your clients to introduce their friends and family as referrals. Instead, lead with the reward or benefit – in this case, the free conditioning treatment. The wording for any promotion would be something like: “Would you like a free conditioning treatment? Simply refer a friend, and we’ll add it to your next salon visit.”

How to Promote

There’s a multitude of ways to alert potential clients to your salon or spas offerings. First, make sure that your salon or spa website is up to date and reflects your current marketing message. Next, add your salon or spa to as many local directories as possible. With these listings, people can find your salon or spa and have easy access to your website. You’ll find that most listings are free but do have the option to purchase preferred placement or banner ads if desired.

Set aside a budget for advertising. Go for simple, direct mail pieces and general advertising with print or digital ads with local newspapers or magazines. Digital ads are typically the least expensive way to advertise, as there are no direct costs (printing, mailing, etc.). You can also sponsor local events through schools, clubs, churches, etc., which will add visibility to your business and help attract new clients.

To cater to your existing clientele, you’ll want to use different tactics to get their attention. Use an automated email marketing system to send personalized emails for the client’s birthday, anniversary, graduation or other special occasions or to reach out to reconnect with anyone who has not come in for a service for a while.

For promotions, consider designing countertop displays for the front desk and retail area, as well as signage for each station. Remember that you have a captive audience while your clients are having services done or their color is processing. That’s why you want to make the most of this opportunity by promoting salon or spa specials, announcing new products or services or asking for referrals. Just be sure to change the artwork once in a while, so your marketing always looks fresh.

Another way to reach your clients is by creating monthly or quarterly newsletters using an application for mass emails. You can offer hair or skin care advice, announce upcoming events or trends, and promote your services and products. Just remember to reflect all efforts on social media, so the message stays consistent and reaches as many people as possible.

Getting the Word Out

Even though word-of-mouth promotion is the most credible way to grow a loyal clientele, it does not pay your bills while you’re trying to build your business. From the very beginning, be sure and allocate funds for ongoing marketing efforts including local and online promotions and advertising. That way you can to spread the word even faster. Also, make sure that you have a good web presence with a current website and a strong social media presence.


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